Tian Deng

Audience Development for Western Opera in China's Major Markets Tian Deng

China is experiencing the boom of western opera. Due to the great support from the government, and the need of the ?High Art? from the public, more and more grand opera houses and performing centers have shown up. At the same time, an increasing number of audience members are buying tickets to the opera performances, although it is absolutely an imported art form to the Chinese people. Various marketing problems, such as the lack of audience demography tracking and professional arts administrators, are facing the opera companies in China. But the National Centre for the Performing Arts, the Shanghai Opera House and the Guangzhou Opera House are doing well in audience development. Their strategies, including educational outreaches, membership programs, social events, corporate partnership, and managerial models, can be lessons for the other opera houses and performing centers in China.