Michigan Opera Theatre had world-class performances but a brand stuck in the last century. The Detroit Opera rebrand ditched stuffy inaccessibility, creating a voice that honored the art form's depth while stripping away the pretension—bold, direct, and unapologetically Detroit. It invited everyone to experience something extraordinary, whether you'd seen 100 operas or none. With record-breaking sales from first-timers who never thought opera was "for them," the newbies proved warmly receptive.

HIGHEST-EVER TICKET SALES FROM NEW AUDIENCES
REVITALIZED A 50-YEAR INSTITUTION