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Arizona Opera was experiencing a problem that is common
to many arts organizations: an aging customer base. The Opera
needed to reach younger audiences, partly because of the organization's
mission to educate children, but also because of its objective
to grow attendance. But opera is often perceived as stuffy and
old fashioned – how could Arizona Opera shift people's
perceptions and make this art form seem more relevant and fun
to kids?
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Arizona Opera turned to Vilocity for help. Vilocity developed
a CD-ROM "gift-with-purchase" to incent families to
attend performances. Kids received the CD-ROM free with ticket
purchase. The CD-ROM, named Opera Ha-Ha, was filled with interactive
games and print-and-play activities for kids and adults alike.
The tone of the disk was tongue-in-cheek and even a little irreverent,
in an effort to make opera accessible and even (gasp!) fun.
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Approximately 10,000 children redeemed the free CD-ROM offer
during performances of Hansel & Gretel in Phoenix and Tucson,
and during educational outreach programs throughout the state.
Plus, the CD-ROM garnered extensive publicity in local and regional
print and broadcast media outlets. Ticket sales are up, and
now account for 70% of Arizona Opera's operating budget –
far above the national average.
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Opera Ha-Ha
*Note: If you are on a slow Internet connection, some samples
may run slowly, because they were originally designed to be
viewed on CD-ROMs or kiosks. We would be happy to show you these
samples in person.
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