What can the PR industry learn from the world of opera? Plenty, especially if the maestro conducting the lesson is Michael Capasso, co-founder and general director of the
Dicapo Opera Theatre in New York. Pay attention and you may find operatic inspiration.
- Don't obsess over the competition. Although New York's opera scene is dominated by two major companies, the smaller Dicapo keeps focused on its mission without
breaking a sweat. "We are not in competition with the Metropolitan Opera or New York City Opera," says Capasso, matter-of-factly. "We are clearly our own entity.
We are unique."
- Make the CEO visible. In this case, Capasso is the face, voice and personality of his organization. He is front and center at events ranging from opening nights to
special performances for school groups, where he doubles as narrator. "I think it breaks the ice," he observes. "It's not stuffy old men in white ties and tails."
- Don't be afraid to be inventive, even daring. "We try to be as adventuresome in our programs as much as possible," says Capasso. Case in point: His current is
Carlisle Floyd's "Susannah," which has rarely been staged in New York despite its popularity in regional opera venues (the Dicapo is the only New York company presenting this
classic in its 50th anniversary year), and next season offers the U.S. premiere of Tobias Picker's revised version of his controversial "Therese Raquin" (it has been rearranged as
a chamber opera).
- Always look for new markets and audiences. Opera in general and the Dicapo in particular will not have a future unless young people discover this art. Special weekend
matinees for families and programs with New York's public education system helps plant the opera seeds with tomorrow's audience. "This year, we have a special one-hour version of
'Carmen' for kids that we are taking to the schools," he says.
- Don't forget the core audience. To keep the current opera audience coming back, Capasso programs at least one old favorite per season: "La Boheme" last October, "La
Traviata" in the 2004-2005 season. "We have a core audience of a certain age and demographic and they need to be accommodated," he says.
Okay, the fat lady sang.
Contact: Michael Capasso, [email protected].