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Houston Grand Opera

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Houston Grand Opera (HGO), an internationally renowned opera company, sought to elevate its brand image to match the beauty and sophistication of the works the organization delivers to its patrons on its main stage while at the same time improving its websites’ user experience to boost revenue and to attract a larger audience.

Case Summary

The Challenge

Market research proved that younger patrons were hesitant to become first time patrons at the opera due to incorrect perceptions that the evening at the opera was a very formal affair, or that the details of these, sometimes, 100 year old operas were unclear to a newcomer. We also saw opportunities to make ticket buying easier for users.

The Challenge

What We Did

  • Created a new design experience that combines sophistication with accessibility through the use of imagery, font, and iconography to convey the performances in a clear and creative way.
  • Deployed iMedia’s plug and play, Performing Arts Framework to easily allow HGO to sell tickets, subscriptions, memberships, gift certificates and to accept donations.
  • Customized & deployed iMedia’s Social Wall which allowed the Opera to promote the brand and curate social content via hashtag campaigns. This allows HGO to showcase the fact that their audience is young, vibrant, multi-cultural and fully engaged.
  • Installed iMedia’s Select Your Own Seat technology which lets patrons choose their individual seats and provides tools to filter based price, view the stage from their potential seat, and learn if a potential seat has restricted views, or legroom.
  • Streamlined the donation process making it easier for patrons to see the benefits of membership at various levels and making it easier to contribute to the opera.
  • Re-organized the website’s content in a way that provided the most value to users, linking relevant content together, and structuring it in a way that gave patrons the information they most needed in the least clicks.

“We needed a completely new website built from scratch, and we had complete confidence that iMedia would guide the strategy, design, and cutting-edge technology that would showcase Houston Grand Opera’s brand in the best light possible. They truly listened to our needs and provided solutions that exceeded our expectations.”

Christine Lee, Communications Manager, Houston Grand Opera

The Results

The Results

Since the launching, Houston Grand Opera has seen numerous amounts of improvement in their visitors' web and mobile sessions.

Mobile Mobile Mobile

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t: 973.539.5255


715 Main Street
Boonton, NJ 07005


New Jersey

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