Culture and enterprise

Accademia di Santa Cecilia, takings increased by 42% in 2023

The trend of audience and revenue recovery after Covid continues in 2024, with encouraging results. Young spectators are also on the rise

by Giovanna Mancini

4' min read

4' min read

After a 2023 that closed with a 27% increase in ticket sales and even a 42% increase in takings - even with the same prices - 2024 has so far recorded encouraging numbers in terms of audience and revenue. "There is a positive trend that is also confirmed this year, and this is certainly positive," notes the president and superintendent of the Accademia Santa Cecilia in Rome, Michele dall'Ongaro, at the helm of the capital's opera foundation since February 2015 and soon to leave his post, in February 2025, to coincide with the expiry of the current board of directors.

The strength of a long history behind it

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"We are leaving an institution with over 500 years of history and a superb past that spans the vicissitudes of our country," says the president. From the papal bull of Sixtus V that gave life to the Accademia in 1585, to the great musicians who have worked here, from Corelli to Puccini, from Respighi to Vivaldi, from Scarlatti to Donizzetti... all the great masters have had something to do with the Accademia'.

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A history that, whoever is at the helm of this institution, has always wanted to continue, while innovating, without breaking with the past, but in the furrow of continuity. "We have made a lot of changes in these five years in office, especially after Covid," adds the president, "but they are in the groove of this prestigious tradition.

Quality and proposal, despite the crisis

Obviously Santa Cecilia, like all opera foundations, has had to come to terms over the last 15-20 years not only with the pandemic, but more generally with the crisis that has progressively reduced public and private funding for culture. "Yet we have managed, without making cuts and above all without lowering the artistic quality of the proposal, to deal with the difficulties that the world of economics has gone through," explains dall'Ongaro, outlining a balance of his mandate. "The cost of producing, for example, a string quartet is the same as it was in Haydn's time, but today we have a hall with 2,800 seats, with two replicas per concert, so we have to bring almost 6,000 people for each title on the bill.

Not an easy challenge: 'When we talk about hall fill rates we have to consider that we have one of the largest auditoriums in Europe,' adds the president, 'in a country that has no symphonic tradition.

Yet, in the 2023-2024 season (from October of last year to July of this year), the Accademia produced 102 concerts, including symphonic and chamber music concerts and seven extraordinary concerts, selling out for 20 evenings, for a total of almost 180 thousand in paid admissions, a clear recovery compared to the 116 thousand in 2022, with an increase in turnover of 2.5 million euro and a surplus of over 800 thousand euro that made it possible to achieve - for the 18th consecutive year - a balanced budget. Last year's budget was almost 31.5 million euro, with 7.8 million euro in revenue from sales and services, 19.4 million in resources from public institutions, and over 3.1 million coming from private members and sponsors. The latter were up from 2.3 million in 2022, approaching the value reached in 2019 (over 3.2 million), although total contributions from private individuals are still lower than in the pre-Covid period (8.9 million in 2023 against 11 million in 2019).

Growth at the box office

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A particularly significant figure is that, already mentioned, of the increase in audiences (+27%) and in takings (+42%): a growth that is all the more significant, dall'Ongaro points out, if one considers that it took place in the first season without Antonio Pappano (Santa Cecilia's music director from 2005 to 2023) and before the arrival of Daniel Harding, who will take over from this autumn. One year, therefore, without a music director.

"We have tried to make up for this absence with a playbill that is truly full of important titles, following the 2 out of 3 rule," explains the president. To fill an Auditorum as large as ours, you have to guarantee the highest quality of at least two of the three essential elements that make up a musical season: the programme, the conductor and the soloist. Two out of three must speak to a wide audience. So it is fine to offer the sophisticated and sophisticated piece, but then you need a star soloist. Or vice versa, you can call in a young novice conductor, but you will need a very popular piece'.

A rule that mediates quality with the purchasing power of a product, so to speak. The results seem to confirm the validity of this formula: not only, as mentioned, in terms of the number of paying spectators, but also because, among them, the number of young people under 35 has increased, thanks also to ticketing formulas and activities designed specifically for them. The average age of the audience, explains dall'Ongaro, is now 12 years younger than in 2017

Furthermore, 2023 was a year of consolidating the relationship with the subscriber audience and recovering, at least partially, those lost during the pandemic and in the seasons immediately following, again thanks to a series of targeted activities and proposals.

Off-site activities and tourists

There has also been an important restart of off-site activities, with 26 concerts and almost €2.5 million in takings (compared to €1.7 million in 2022), while at the same time the number of tourists visiting Rome and deciding to treat themselves to a concert at the Accademia is also increasing. 'There is still a lot of work to be done on this,' the president admits, 'Italy is the country of opera, so travellers visiting Italy, if they decide to go to the theatre, prefer opera. We have to work on tourists who return to Rome for the second or third time and are therefore looking for something special, something different from their previous stays'.

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