When internationally renowned opera company Houston Grand Opera (HGO) approached iMedia, they needed help to modernize their patrons’ online experience, while maintaining the beauty and sophistication of multiple eras.

The Challenge

The first opera dates back to 1597, hence younger patrons didn’t really get the art. Their  perceptions lead them to believe an evening at the opera was a formal, stand-offish affair, and they seemed to lack interest in the storytelling.
 
We also identified opportunities to make ticket buying easier for patrons in the digital space.
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What We Did

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Thoughtful Design

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.

Donor Journey

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.

Web Development

Deployed iMedia’s plug and play, Performing Arts Framework into Tessitura to easily allow HGO to sell tickets, subscriptions, memberships, gift certificates and to accept donations.

Content Marketing Strategy

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.

Customized Technology

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.

Social Media Strategy

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.

“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

Since it launched, Houston Grand Opera has seen a substantial improvement in their visitors' web and mobile sessions.

100%

increase in page views

68%

more in pages viewed per session

74%

increase in mobile pages per session

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