“Will some of these new audiences gravitate to the opera house?” “Does this ‘alternative’ activity have to become part of our regular work?” he said. The question now is how to retain these neophytes. “We’ve heard that between 25% and 40% of audiences for these activities were new,” Scorca said. “COVID was a time of discovery in this regard,” Scorca, whose organization works with companies large and small, said in an email.įorced to abandon indoor productions during the pandemic, many companies devised digital offerings as well as in-person programming in open-air venues like ball parks, drive-in movie theaters, tents and even a parking garage.
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