DETROIT OPERA
Michigan Opera Theatre had world-class talent, a bold new artistic director, and an aging audience.
So we reintroduced it. New name. New identity. New voice. Less dusty velvet, more now. Something that felt like it belonged to the city, not just its usual crowd.
Some traditionalists didn’t love it. A lot more new audiences did. Which was the whole idea.
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Highest-ever ticket sales from new audiences

