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Excerpt from June 2008 Issue:

Fresh Perspective

An Interview with Elena Park Metropolitan Opera Assistant Manager Editorial & Creative Content Elena Park has worn a variety of hats in the field of the arts, working as a producer, editor, writer, journalist, and communications director. Currently, she is one of the Metropolitan Opera’s Assistant Managers, overseeing a broad area encompassing marketing, communications, educational outreach, editorial, and media content. She serves as a Supervising Producer for the Met’s new, critically-acclaimed Live in High Definition series of transmissions to movie theaters around the world, which are also seen on PBS, and as an Executive Producer for the Met’s international radio broadcasts. She was previously Executive Producer for Music & Culture for WNYC Radio, where she created award-winning national specials, and Editor-in-Chief for Andante, a classical music website and record label; Elena has directed PR efforts for the Brooklyn Academy of Music and San Francisco Opera.

BCA: How has the Met Opera been innovative in reaching new audiences?
The public response to Met's many new artistic and outreach initiatives to connect to a broader audience has been tremendously encouraging. The simple idea is to use all possible means—ranging from programming to media to unusual marketing—to bring opera to a broader audience, revitalizing the company and art form while upholding its high artistic standards. There have been tremendous changes since General Manager Peter Gelb took over the Met in August of 2006. 

After six years of steady box office decline through the 2005-06 season, we are delighted that box office attendance is up significantly, as are subscriptions sales. Programs ranging from the $20 Rush ticket program and free Open House dress rehearsals to our opening night simulcasts into Times Square have brought the art form to new audiences, while the use of new media has made it easier for an international audience to experience the Met in a variety of ways.

The most high-profile media initiative has been the groundbreaking The Met: Live in HD series—transmissions of operas live from the stage of the Met to theaters (and now cruise ships) around the world. In its second season, the 8-production series will reach nearly 900,000 in movie theaters, and then be shown on PBS stations throughout the country. Next year, it expands to include 11 productions in 28 countries.

When The Met: Live in HD first started, amidst some skepticism in the business, the Los Angeles Times said that the Met “has created a new art form.” And it really is an amazing experience Using robotic camerasand state-of-the-art technology, the shows capture the action from incredible angles, while behind-the-scenes features, live interviews with cast and crew, insightful short documentaries and bird’s-eye views of the productions offer an unprecedented look at what goes into the staging of an opera. If the HD transmissions had been included in the weekend box office grosses, the Met’s April 5, 2008 transmission of La Bohème would have ranked 11th, alongside wide-release films such as Stop-Loss and The Bank Job.

With operas now available on Sirius satellite radio and Rhapsody and a dynamic radio broadcast series, the Met is engaging a global radio audience in new ways. Also, this past season, the Met launched an education outreach initiative for thousands of New York City students to attend HD transmissions for free. Due to the success of the program in its first year, we are expanding the program nationally during the 2008-09 season.

These are just some of the examples of the Met’s efforts to build the audience for the Met—and opera—in future seasons. Much of what we have done has been to fulfill Peter Gelb’s wish to "lift the veil of formality that envelops the Met." But for me, personally, what is gratifying is that we are helping to change public perception of opera, which is sometimes considered an elitist and irrelevant art form. Even if someone never steps foot in the Met, perhaps we can make it seem like a fascinating place, a home for the greatest creative artists, where great things can happen.
 
BCA: What are some of the creative ways Met Opera engages the business community?
Bank of America is one of our longstanding sponsors, supporting the Met’s annual Summer Parks concerts for eight years running. This year, Bank of America is helping the Met bring people from all boroughs to one star-studded concert in Prospect Park on June 20; it is funding MTA passes that will be given out in bank branches throughout the city. Bank of America is also creating a drawing so that everyone who picks up a pass can go to one of several kiosks in Prospect Park to win a prize, as well as be entered to win one of 2-3 grand prizes. This innovative and creative sponsorship will be promoted on the company's Times Square screen and on many other platforms, reaching new audiences and also making people aware of the importance of corporate support of the arts.

BCA: How has new technology made these innovations possible?
One particularly successful collaboration has been with Panasonic, who supported the Met's new HD education program in NYC schools. Students in diverse school communities in all five boroughs prepared for The Met: Live in HD series—and then saw the live high-definition transmissions in their schools. In addition to making a significant donation to the program, Panasonic made it possible for the Met to purchase the state-of-the-art equipment needed to bring the operas to the schools: projectors, screens and additional technical material.

The Met has developed many strategic relationships in transmitting and promoting The Met:Live in HD around the world. National CineMedia is our U.S. movie partner, bringing the Met’s performances to nearly 600 theaters throughout the U.S.

BCA: If Met Opera could create "out-of-the-box" alliances with business, what might they be?
We are currently working on a number of ideas, particularly with regard to media sponsorship and distribution, so you’ll have to stay tuned!