Opera Australia is looking to reach new audiences in its 70th year – and that includes performances in Sydney malls.
The cast of the Merry Widow took to the Queen Victoria Building for a free lunchtime performance at the Queen Victoria Building at the start of a packed winter season.
To commemorate the start of The Merry Widow’s run, as well as Opera Australia’s 70th anniversary, fans and passersby were treated to a free glimpse of the production at the Queen Victoria Building in the CBD.
Opera Australia is not alone in offering specials to reach new audiences. Sydney Theatre Company, Sydney Symphony Orchestra and others are creating marketing campaigns to woo younger patrons.
Reduced ticket prices, special performances and artists going into the community are all new tactics being deployed. We loved Opera Australia’s marketing campaign for Rigoletto – “Your next drama isn’t on Netflix”.
Opera Australia’s one-off event featured performances by The Merry Widow star Emma Pearson, one of Australia’s most internationally acclaimed sopranos, alongside Opera Australia Young Artist graduate and rising baritone Leon Vitogiannis.
Pearson performed a soaring aria before being joined by Vitogiannis for a duet, both accompanied by Maestro Brian Castles-Onion on QVB’s grand piano. The famous and fabulous “grisette” dancers also made an appearance, squealing and kicking in their pink tutus.
The performance drew a strong lunchtime crowd, with several audience members telling us they had discovered the free event through Instagram or Opera Australia’s email newsletter.
The free event also gave the first 70 guests who scanned a QR code access to $70 tickets for The Merry Widow, saving them up to $199 per ticket.
This is not the first time Opera Australia has taken to the city’s shopping centres. They performed a pop-up performance back in April for Phantom of the Opera at The Strand.
The companies making offers right now
Opera Australia
Its performance of The Merry Widow in a Sydney shopping centre took singers and dancers out of the opera house and placed them directly in front of shoppers, accompanied by a discounted-ticket offer.
This builds on several price-access programs. Opera Australia currently offers an Under-35 program, concession and student pricing, $20 access tickets for people who might otherwise be unable to attend, and selected school-group tickets at $59.
Sydney Theatre Company
STC has created an Equity Ticketing program specifically for people facing financial or social barriers to attending theatre. It also runs dedicated school performances and education programs, while season-ticket packages can reduce prices by up to 20 per cent.
Sydney Symphony Orchestra
The Sydney Symphony is broadening the definition of an orchestral concert through film scores, popular repertoire, family programming and major collaborations. Its pricing includes student discounts of up to 30 per cent and Under-35 discounts of up to 15 per cent. It has also removed booking fees from tickets purchased through its own website for its 2026 concerts.
Sydney Dance Company
Sydney Dance Company invites Sydneysiders into its studios. The company offers more than 75 dance classes each week, ranging from beginner to advanced, alongside children’s activities, holiday workshops, youth ensembles, school programs and Under-25 tickets.
Australian Chamber Orchestra
The ACO offers $30 student tickets and $35 Under-35 tickets for its performances. School excursions are also priced at $30 per student, with teachers admitted free and classroom resources supplied. Its family performances, education work and activity at ACO On The Pier allow it to present classical music in a less formal environment than the traditional concert hall.
Belvoir St Theatre
Belvoir has one of Sydney’s most substantial access initiatives. Its long-running Unwaged Performance Program offers free matinee tickets to eligible unwaged members of the community. It also provides 30-Down pricing, student-saver seats, cheaper previews and special performances aimed at particular communities, including its Queer Nights.
Bell Shakespeare
Bell Shakespeare’s education program delivers performances, workshops and digital resources to students. Bell also offers reduced Under-18 and Under-35 tickets, with some seats available for around $40–$50.
Musica Viva Australia
Musica Viva’s musicians perform not only in concert halls but also inside schools around Australia. The 2026 school program includes 14 culturally and musically diverse shows. For public concerts, full-time students can obtain $20 rush tickets, while some Sydney Morning Masters performances cost students only $15. It also offers family, group and under-40 pricing.
Bangarra Dance Theatre
Bangarra’s Community Ticketing program offers subsidised access for Aboriginal and Torres Strait Islander community members and people working alongside First Nations communities. Its 2026 Community First performances include a pre-show yarn and opportunities to meet dancers following the performance.
A new season and a new audience?
The QVB performance offered a glimpse at Opera Australia’s efforts to attract fresh faces to its shows. By taking a production into the heart of the city and offering discounted tickets to those watching, the company gave passers-by a taste of what to expect and, perhaps, a reason to give opera a go for the first time.
The push to reach new audiences comes off the back of a strong year for Opera Australia, which effectively returned to break-even at an operating level in 2025. It marked a significant turnaround from the company’s $10.1 million loss in 2024, while the inclusion of the Opera Australia Capital Fund brought its overall result to a $3.6 million surplus.
Productions like The Merry Widow could prove key to attracting a new generation of opera-goers. Performed in English and with a distinct musical theatre edge, the glitzy, glamorous production offers a more approachable entry point to the art form.
One seasoned opera fan at the QVB told me The Merry Widow was the perfect introduction for first-time audiences, describing it as one of the most “accessible” productions thanks to its blend of opera and musical theatre. He was also quick to praise its spectacular sets and costumes.
What’s on this winter at Opera Australia?
Opera Australia has a packed lineup of shows set to brighten up Sydney’s winter. Here’s what’s taking to the stage.
The Merry Widow
Graeme Murphy’s lively rendition of The Merry Widow returns to the Sydney Opera House to kick off Opera Australia’s winter season with a bang. Combining Murphy’s signature choreography with glamorous costumes and sets, this is a visually stunning production: an all-singing, all-dancing operetta that encapsulates the beauty of the Art Deco era.
New Zealand-born international star Emma Pearson and Australian soprano Julie Lea Goodwin will share the role of Hanna, each bringing their own unique and captivating energy. Performed in English and packed with frothy comedic timing, familiar waltzes and tuneful melodies, this production is an opulent party filled with glitz, glamour and old-fashioned romance.
Where: Joan Sutherland Theatre, Sydney Opera House.
When: July 8-August 18.
Price: Tickets from $79.
Rigoletto
Elijah Moshinsky’s much-loved production of Rigoletto returns to the Sydney Opera House, complete with its delightful La Dolce Vita-inspired sets and costumes, including the scene-stealing Fiat 500.
Led by Italian conductor Sesto Quatrini, making his Australian debut, this production is a sensational reinvigoration of Verdi’s iconic score, which he demanded be kept under complete secrecy at the time of its premiere. Award-winning baritone Dalibor Jenis reprises his acclaimed performance as the tortured jester, supported by Kang Wang as the Duke and rising star Gemma Nha as the jester’s daughter.
Where: Joan Sutherland Theatre, Sydney Opera House.
When: July 21-August 21.
Price: Tickets from $79.
The Drover’s Wife
The Drover’s Wife, a brand-newopera based on the play, novel and film created by one of Australia’s leading artists, Leah Purcell, will have its Sydney premiere this August. Written and directed by Purcell and with a score by George Palmer, this new adaptation of Purcell’s critically acclaimed work promises to intertwine grand opera traditions with contemporary Indigenous storytelling.
Australia’s newest opera star and proud Koa, Kuku Yalanji, Wakka Wakka woman, Nina Korbe, returns, joined by in-demand First Nations tenor Marcus Corowa.
Where: Joan Sutherland Theatre, Sydney Opera House.
When: August 7-15.
Price: Tickets from $89.
La Stupenda: A Joan Sutherland Celebration
When Joan Sutherland sang, the world listened. To mark what would be her 100th birthday, Opera Australia will celebrate the soprano, known as La Stupenda (the stupendous one), in a tribute performance that will re-live her great successes in the very theatre that bears her name.
Opera sensation Jessica Pratt, who has famously followed in Sutherland’s footsteps as only the third Australian to sing Lucia di Lammermoor at La Scala in Milan, will take centre stage to honour Dame Joan’s career with her own unique coloratura soprano voice.
Where: Joan Sutherland Theatre, Sydney Opera House.
When: August 20 and 22.
Price: Tickets from $79.
Great Opera Hits
A showcase of the world’s greatest arias under the sails of the spectacular Sydney Opera House. Great Opera Hits concerts celebrate exceptional music and the power of the operatic voice.
Some of Australia’s finest performers sing recognisable solos, duets and ensemble pieces by esteemed composers, such as Bizet, Mozart, Puccini and Verdi, in a light-hearted 90 minutes of entertainment. This is the perfect opportunity for Sydney locals and tourists alike to be introduced to the world of opera.
Where: Joan Sutherland Theatre, Sydney Opera House.
When: July 5-October 26.
Price: Tickets from $79.
