Opera · Merola Opera Program
A record-breaking summer season.
An integrated PR, marketing, media, pricing, and sales campaign drove Merola's 2026 Summer Season revenue 42% above the prior year.
The challenge
Merola Opera Program sought to grow visibility and ticket revenue for its 2026 Summer Season while reaching audiences beyond its traditional opera base — integrating public relations, marketing, media, social, pricing, and sales strategy into one coordinated campaign.
Our approach
- 1
Rescaled and repriced both venues, introducing strategic price levels based on historical sales patterns and expanding accessible pricing throughout the house.
- 2
Built an integrated paid media campaign across Meta, CTV, print, and local media.
- 3
Negotiated high-value partnerships with the San Francisco Chronicle and BART, extending the campaign well beyond the purchased media budget.
- 4
Expanded press outreach across local, national, international, institutional, and culturally specific media.
- 5
Strengthened organic social with production, artist, and casting storytelling to expand reach and engagement.
- 6
Managed sales pacing throughout the season, aligning marketing activity with performance-level demand.
The results
CBCO drove $158,004 in season revenue — $42,704 ahead of 2025 — while a venue rescale and pricing strategy lifted average ticket yield from roughly $49 to $64.54, and press and partnerships expanded Merola's visibility far beyond the media budget.
