The Canadian opera company has been the heart of the opera culture in Canada for over half a century. The greater viewership has been the older generation. However, the company intends to change this notion in order to receive more donations and improve its viewership. Its goal is to attract a younger oriented audience then they have in the past. This will pose as a challenge since they intend to market the same values in order to retain the older and more cultured older generation. It would also invite new donations that would be attracted by the young generation.
Notably, challenges are not a foreign notion to the Canadian Opera Company. Since its formation, it has had struggles of financial and locational nature. The company has been relying on donations and aid from private and public contributors, as well as corporate sponsorships to fund its activities. In addition, the opera industry has been facing challenges in theatres and the company has not been an exception. Not until 2006, the opera company has been relying on structures that were not originally constructed for their performances. Some have been too big while others too small thus jeopardizing their success. In the year 2006, this problem was solved by the Four Seasons Centre.
The Four Seasons Centre is a new, modern, inviting, and architectural prowess theatre that was newly opened for the Canadian opera company. Funny enough, its construction rumors began back in the 1970s. Its dream for a place to call home has been continuously interfered by the political environment in Canada. The most encouraging thing is the fact that the company has managed to keep its dream alive through their very trying years of political interference and funding challenges until the year 2003 when it finally managed to secure enough funding to construct the opera center that double up as the national ballet center. Its horse shaped stair case; glass exterior and the enchanting genius architectural design give the people of Toronto pride to be associated with the opera culture.
In efforts to attract a new audience, the company has also embarked in creating a new website. This website offers a forum for the young and old to articulate their ideas on the opera company. This has offered great benefits for the company since the information they collect from the website is priceless. The Canadian Opera Company now has a source that lets them know what its audience wants to listen to. Also, it offers online bookings and presently, more than 40% of ticket buying happens online. This has boosted company profits and as of today, the company sells almost all spots in a production. The younger generation also enjoys the benefits of cheaper tickets and the online family gives the company a modern look but it still remains as exotic and sophisticated as it ever was.
The Canadian Opera Company has fought over the years to keep the opera culture alive and relevant. This lifetime efforts have finally paid off and its burden has been reduced even though just slightly. However, the company must still remain vigilant to the changing cultures but still remain true to opera. Even though its productions cannot be compared to the European prowess, it has made Canada proud and should never give up. The company should also continue tapping talent and innovativeness as it has always done so as to benefit the country even more.
