In the highly stratified world of opera-going, the seating area known as the founders circle is the modern-day equivalent to Valhalla, an exclusive domain located on high and populated by gods — that is to say, the wealthiest arts donors, as well as other members of the city's cultural elite.
But in a move designed to make the most expensive of the performing arts more affordable for younger audiences, Los Angeles Opera is introducing a pricing scheme that will allow people 30 years old or younger to buy founders circle seats for just $30.
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Under the company's new 30/30/30 Club, 30 tickets will be made available to most performances for L.A. Opera's mainstage productions. Those who meet the age requirement can sign up for email notifications for when tickets will be available for each production. L.A. Opera said IDs will be checked at the box office upon ticket pickup to verify age.
Seats in the founders circle normally can go for more than $300 each.
The new pricing scheme comes as the company celebrates its 30th anniversary. The season will kick off Sept. 12 at the Dorothy Chandler Pavilion with the double bill revival productions of "Gianni Schicchi," starring Plácido Domingo and directed by Woody Allen, and "Pagliacci," in a production by Franco Zeffirelli that Domingo will conduct.
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