The Ross Years
From the outset, Ross saw opera as something that had to be sold using similar techniques to those used to sell popular entertainment. "To sell opera…you have to get their attention with a little razzle-dazzle. You've got to be simpatico. You have to be able to communicate, and you have to deliver your message with the best possible product you can manage." In 1970, H. C. Schonberg of the New York Times contrasted the Seattle Opera's approach to marketing to the then still staid marketing of New York's Metropolitan Opera: "Out there, you see campaign buttons with the legend Opera Lives. It is in Seattle where you can look at the sky and find an airplane skywriting the virtues of Seattle Opera. There are even auto bumper stickers about opera." Further, Schonberg remarked favorably on the "air of freshness and experimentation that contrasts vividly with the dull, tried and true, tired professionalism in other opera houses one could mention."
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Famous quotes containing the words ross and/or years:
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