Opera San Jose: Finding new audiences at the water cooler

Opera San Jose – like many companies across the country – is interested in finding new ways to broaden and diversify their audience base.

But how do you capture the attention of potential new audiences when those individuals work in the tech industry, known for its long hours and limited free time? You bring the art to them.
Inspired by the Creating Connection framework, Opera San Jose launched Arias in the Office, a program that brought professional opera performers directly to companies in Silicon Valley for daytime performances – removing barriers to participation such as time and distance, spicing up the workday, and introducing new audiences to their art form.

See how they did it

Learn from Director of Marketing and Development Aaron Nicholson about Arias in the Office and Opera San Jose’s success expanding Wagner to the water cooler. 

Now its your turn

Applying the Creating Connection framework is easy! You can download tools to get started telling stories that help people grow, give our communities a voice, and contribute to people's happiness and well-being. 

This case study was made possible by the David & Lucile Packard Foundation, the City of San Jose Office of Cultural Affairs, and the #408Creates program. Leadership support was provided by Metropolitan Group and Arts Midwest.

Special thanks to Opera San Jose. Video by Gleidson Martins of News Up Now. Banner image courtesy of Opera San Jose.