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: 2014-12-05Suggested 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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