Inc. Magazine

Secured profile of new GM, Peter Gelb, with Stephanie Clifford, who is now writing about Advertising for the New York Times

1. Sales+Marketing

DRAMATIC RESULTS
MAKING OPERA (VES, OPERA)
SEEM YOUNG AND HIP

2. Salos +Marissting

TURNAROU!

“The model for me is professional baseball and football,
where the more connected they are electronically, the more
people want to come experience the real thing”

How do you get something like
that past a Board that might not
bese eager to change?

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fing todo wasyery ea dia
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fake And hept rep em inp
‘perches hella proces one sat
‘the Me, And Tockily—and when youte
rodacing something ck abaya ra fac
tery drt ew new productions, ting
“vane ate er Ty

How di you position Butter a
108-yoar-0l opera, os a must
The Met previo id nat ran advertising
beyond bc tags ade al ote aer
‘hg ls sion was meant engage te
pullin now aya We spent al lion
ol ons public outresch campaign in
‘which we eran the ne Mat ith 3
sin gimage of pero rm Dt
Teh That became an cons image and wept everywhere
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Innewspaperade Weal dil rai

Then we stages of eves tot poop kn at
the Mat ont mg tel do rally was pg
mor cale broder aude Sole fil dst
beat of Bue wos bebe fat ronan theory
‘te Metta was opto the publ: When we made kts
rai for re, 400 people ed up and all the TV crow
ane. That in ta ecame an amsn event We cet
Screen ed Te iii eae
‘eto work on terion sures forthe alt

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engin he publi nto a much mar act one Beca
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Pubic and the news medi

Tee opio not perfomance of Buterty |
Ue sont on the sidewatc and poopie watched |
Le show: What ves te thinking behind that?

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ing to cordinate, ut Mayu Boom
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{er and Panic eens bind tem 9p
‘eared in newspapers al ove the wordt
‘as on the Get ug L Monde n Bari
‘rs everywhere And that god forthe iy.

Youve been aggressive about
getting the operas out on lots
‘Stunexpected media platforms.
Tee medias to thereat the Mes
resection Thre were so many ys
enanas ng doe o
kind ole have golden oportuno
‘hove what an e done For Sample me
nd a tl rio pet
‘Sisto crestes24shour Metopatan Oper
tl cha, And we str cidos
fomancssndando o urb

How did the simulcast program,
‘which broadcast six operas Into
movie theaters around the word,
Come about?

vata question of convincing he theater oc the ime 1

‘explained hat we were gaint beable to get per erst

‘ame And they wanted work tense te sen al eve

there haben converted ial projection esis

‘hey want 6 And alternative entertainment 1 pt no the

tte 1 made no money whatever forte Met tl

Would wel worth ding case a age audience dr

‘pment oo. The modelo me profesional basal nd

Ext whee the mre conned they ae crac te

‘ore people vato cme experience the el hing

sexo be able to bck rend. As the ancl

cdd ha declined and per at oped andi a

nes were ening car sacro sles or nen year are

Sp lOperen The questo iets temporary port tb

egg ola longterm wend fr recon?

Did your multimedia events and red carpet
‘operings turn off any long-time subscribers?
"hk they er wanted sto yew things Sure eta

| acicate Daten: ßen, ele ane male

orm saree who tel chow sc nd prod are
about whats engen. There was an supo hat the ol.
(ine alee waned histo be smn dictator do
ie at was eer tue Operas ger an le