The Santa Fe Opera (Summer 2013)

The Santa Fe Opera (Summer 2013)

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Outside of Santa Fe, New Mexico, perched on top of a desert mesa, lies The Santa Fe Opera. This company produces one of North America’s most successful summer opera festivals, and has served as a launching pad for the careers of many distinguished American artists, including internationally recognized stars Susan Graham and Joyce DiDonato. While The Santa Fe Opera is in a position of financial and artistic strength, the leadership as well as the staff members wish to see the company move to a higher tier of international recognition.

This case study presents an examination of the current brand and legacy of the company, before exploring the staff’s various ideas for how The Santa Fe Opera might improve its international reputation. The case video includes interview footage of the leadership and staff members of The Santa Fe Opera.

Publication Date: 2014-12-05

Suggested Citation: Anh Le, "The Santa Fe Opera (Summer 2013)," Yale Theater Management Knowledge Base Case 13-61, December 5, 2014

Keywords: Performing Arts, Audience, Competition, Marketing, Professionalization, Organizational Direction

Teaching Notes: Yes (please contact yaletmknowledgebase@yale.edu)

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This case is from the Theater Management Knowledge Base, a body of arts management material created by Yale School of Drama Theater Management students and faculty, overseen by an editorial board of leading practitioners. For more information or for help in selecting cases suitable for your educational or organizational purposes, please email yaletmknowledgebase@yale.edu.