Out of the Pit

In 2009 the Arizona Opera Orchestra Musicians Association (AZOOMA), motivated by a desire to support the Arizona Opera and reach out to the community, began producing small ensemble concerts featuring orchestra members. As a pit orchestra which plays for the Opera’s five fully-staged productions each season, the Arizona Opera Orchestra is rarely seen by audience members unless they walk to the pit and look in. AZOOMA’s hope was that seeing the musicians perform on stage in a more intimate venue would deepen the connection with its audience members.

The first “Out of the Pit: Musicians of the Arizona Opera Orchestra” concert, in January 2009, took place at the Hamilton Library in Chandler. This library offers a weekly evening series for adults and was overjoyed to have a musical presentation offered at no cost. AZOOMA was delighted to have a suitable venue, a built-in audience, and publicity on the library’s excellent website.

At this first event, a string quartet played a program of music by opera composers for an audience of fifty adults and school-aged children. The Arizona Opera graciously provided their Education Director, Laura Baldasano Surguine, who ran a drawing for a pair of tickets, gave out season brochures, and fielded questions. The Arizona Opera also provided liability insurance for the musicians performing; this wasn’t required by the library but was in other venues investigated. At this informal event, the musicians introduced themselves and their instruments and answered audience questions.

The next “Out of the Pit” concert took place in April 2009 at Orangewood Presbyterian Church, Phoenix on their “Outreach Arts” series. Given in the sanctuary, known for its fine acoustics, “Outreach Arts” events are marketed by the church and well-attended. A hundred audience members attended the concert which included a performance of Stravinsky’s “L’Histoire du Soldat” featuring radio personality Michael Dixon as narrator. The Arizona Opera again donated a pair of tickets to be given away and provided brochures.

The April concert resulted in an article in a local magazine and raised $680 for the American Cancer Society. The church was so impressed with the quality of the musicianship they offered to put an “Out of the Pit” concert on their next season’s series.

Results of outreach efforts

Embarking on outreach efforts seemed to create a ripple effect of other opportunities.

Working on a project jointly with the Arizona Opera led to invitations to join in their post-show “Opera Talkback” with the audience. Instrumentalists also began participating in the opera preview series, which was formerly singers and keyboard only. This event is held the Tuesday evening before every Phoenix opening-night, at the downtown Phoenix Border’s Books & Music store.

Where this all led

AZOOMA is committed to participating in the “Backstage” concert each year and making the “Out of the Pit” concert an annual event. We are working on a “How to Produce an Out of the Pit” handbook for orchestra members.

AZOOMA realized a need for additional marketing venues besides our wonderful website, created by orchestra member Bruce Hembd. We now have a Facebook page, with photo album from each of our events, that has about 300 members. As members of Alliance for Audience, AZOOMA is on the list of major cultural organizations in Arizona. Our “Organization” listing at Showup.com allows us to post contact information and photos. The listing also allows patrons to post event reviews, which remain on-line indefinitely.

The cooperation of the Arizona Opera was vital to our outreach efforts. Not only did they donate tickets and provide personnel, but they advertised our events on their “email blasts” which reach several thousand people. We also shared the names and email addresses put into the basket for ticket drawings. Working with the Arizona Opera on these projects has led to greater public visibility for the musicians, which can only benefit both organizations.