In an attempt to reach younger audiences, Milan's famed Teatro all Scala has launched "LaScalaUNDER30," a Web site and online community for today's younger -- and more Web-savvy -- opera and ballet fans.
Unlike the main La Scala Web site, LaScalaUNDER30 is only available in the Italian language. But if you are under 30 years of age, plan to be in Milan for more than a short trip and want to spend time at this historic cultural institution, membership has its privileges.
For 10 euros, UNDER30 members can purchase one of three UNDER30 passess -- OperaUNDER30, BallettoUNDER39 or Pass LaScalaUNDER30 -- which entitle the user to discounted tickets, access to specially priced last-minute tickets, tours of the theater and its museum, a Scala Shop Card and more. Or, by instead purchasing one of two Abbonamento UNDER30 packages for opera or ballet, La Scala fans will receive a pre-paid package of tickets to select performances in addition to a complimentary La Scala pass.
UNDER30 members also have access to special Anteprima performances of select new La Scala shows before curtains rise for general audiences.
So, what do you think? Is this an effective way to reach the next generation of opera and ballet fans?