News: Who goes to the Opera House?

Monday 18 February 2002

According to the new research commissioned by the Royal Opera House by the leading market research company Experian, audiences for opera and ballet at the Royal Opera House are far younger and less affluent than previously perceived.

In contrast to the elitist image often portrayed, the research reveals a far greater diversity in age, income levels and lifestyles.

The research carried out by Experian, found:
· approximately 25% of all ballet goers are under 35 years of age
· 20% of opera goers are under 35 years of age
· more than half of all ballet and opera goers earn less than £30,000 per annum
· 22% of opera goers earn less than £15,000 per annum
· nearly 30%of those going to the ballet and 37% of those going to the opera at the ROH are typically students and young professionals
· around a fifth of opera goers are under 35 years of age and 42 percent are under 45 years of age
· over 50% of opera goers have an income of less than £30,000 per annum

Additionally nearly 30% of people going to the Clore Studio Upstairs and the Linbury Studio Theatre headed up by Deborah Bull, are under 35 years old and 40 percent are either students or young professionals.

Tony Hall, Executive Director of the Royal Opera House said:
‘These independent figures are encouraging as they show that we are already attracting a far broader spectrum of the population than was previously thought. The analysis is helping us to plan for the future. But we are already committed to making the Royal Opera House more accessible; cheaper seats, schools’ matinees, TV relays, giant screens in the Piazza are working. We are confident that these initiatives, together with an adherence to the highest possible standards, will broaden our appeal still further.’

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