Harris spends the bulk of her time curating first experiences to the opera, stressing the importance of attracting the right audiences. Cayenne Harris, Vice President of Lyric Unlimited, told students that relevance is key, and building connections with audiences by pushing boundaries with additional art forms expands Lyric’s reach. She walked students through Lyric’s revamped marketing strategies, which includes a focus on multi-modal advertising. Lyric’s management views opera as an “evolving” art form, as Vice President of Marketing Lisa Middleton explained. MSLCE students got an exclusive look into the organization on a site visit with Lyric’s top management that included a rare opportunity to see backstage. How many cultural institutions reap the benefits of 45,000 steps of foot traffic every day? Lyric Opera of Chicago is uniquely set apart from other opera and cultural institutions because of its location in the heart of downtown Chicago.
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