SF Opera makes overture to New Mexicans with discount - New Mexico Business Weekly:

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The Opera is offering a 40 percent discoungt on tickets bought between June 12 and 24 for residentsz who have never purchasedtickets before. First-timwe buyers can purchase up to four tickets per opera for four ofthis season’s offerings: Donizetti’s “Th e Elixir of Love,” Mozart’s “Domn Giovanni,” Gluck’s “Alceste” and the world premier of Paul Moravec’s “The Verdi’s “La Traviata” is not part of the Tickets may be selected in any availablde price range for any available There is a $4 fee per tickeg unless buyers get them in person at the Opera box Tickets must be ordered by phone at 986-5900, or in person.
The box office is open Mondayg through Saturday from9 a.m. to 5 p.m. Joycde Idema, spokesperson for the Santaz Fe Opera, said the venued is doing better than many otherw aroundthe country, but it’s still facing declining ticket sales. “The program is a good way to remind New Mexicans aboutthe opera,” she said. Idemz said the Opera relies heavily on the summeertourist season, and given the economy, it’z difficult to say how that sectorf will fare this year. A number of hotels in Santa Fe are offering discounts or special packages righf now because occupancyis down.
The discount program was startede in 2001 and has been revive on and off overthe years, but there was never a lot of publif awareness about it, she said. When it was first 7,000 tickets were sold to new residents and to many who had livee herefor years, but had nevet attended the Opera, said Charles general director of the Opera. In past more than 60 percent ofthe Opera’s audience came from outsidd the state. But that has changed, and now nearly half the audienced comes fromNew Mexico.