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THE COMPANY:
Gaetano Merola founded the San Francisco Opera in 1923 with the mission, “to perpetuate, enrich and develop opera as an art form, and to serve the community through broad outreach.” To date the company is the second largest opera company in North America, second only to the New York Metropolitan Opera and in the top ten of the world. ... Subjects, when filling out a survey tend to say they would be interested in fine arts, just to give the sense that they are culturally diverse, but when in reality the and point comes to commit the time and money requirements of the opera, the actual participation of these individuals I suspect would be nonexistent. ... With operas’ target market decreasing in age and becoming more comfortable with computer technology, and having less recreational time the web maybe the perfect venue to increase the San Francisco Operas’ perceived image, which would lead to increased endowment funds for future operations.
PRODUCTS/SERVICE:
The San Francisco Opera offers a number of different productions. In the 1997-98 season they put on 95 performances of 12 different opera productions. ...
Along with the companies performances The San Francisco Opera also has a denomination called the “San Francisco Opera Center Programs. ... ” These programs revolve around training individuals on the art of opera. The programs are:
· Merola Opera Program- This was a program for 28 individuals pursuing professional careers in Opera; eligible individuals are singers, coaches, conductors, and stage directors. ...
· Western Opera Theater- Offered performances in areas where opera was a rarity. ... The outreach program exists to offer such performances as the “Opera in the Park, Brown Bag Opera,” which are free performances in city parks, malls, and retirement homes.
The education program also invites public and private schools to experience an opera during matinee dress rehearsals. ...
MARKETING:
The head of the marketing department Tom Gulick had a unique visions when he joined the San Francisco Opera. He believed the Opera scene could be more of flexible hobby where people didn’t have to conform to the companys timetables. ...
Other promotional activities are direct mail solicitation, letters, and as mentioned before the many outreach programs sponsored by The San Francisco Opera.
The most recent marketing endeavor is the development of a web page dedicated to the Opera. ... The shows specifically for the Opera run from August to January.
PRICE:
The San Francisco Opera on the average had two price scales depending on the time of the week. ...
This is the cost of the seat to the opera; the data given doesn’t consider the cost of the complete night. ...
(Figure 1) Total cost projection for night at the Opera
COMPETATIVE POSTURE:
When the San Francisco Opera was founded their were no other opera companies in the state, but today the San Francisco Opera finds that 29 other companies have emerged all around the state. The bay area has eight it’s self and the two largest being the San Francisco Opera and San Jose Opera. The San Jose Opera is located about an hour south and doesn’t have the audience capacity of the San Francisco Opera.
The San Francisco Opera also has generic competitors. In reality what the San Francisco Opera is trying to gain is the market share of the consumers time.
Approximate Word count = 2702
Approximate Pages = 10.8
(250 words per page double spaced)
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