ENO was tonight awarded the Royal Philharmonic Society (RPS) award for Audience Development 2011. The award was given for the 2010 site specific production of The Duchess of Malfi and the Access All Arias initiative, which enables 16-30 year olds and full time students to see ENO’s world class work for as little as £10
The RPS committee commented, “ENO’s Access all Arias free membership scheme for students and under 30s has, over 5 years, attracted 15,700 members through targeted marketing and ticket discounts. This, together with the marketing of imaginative collaborations with other companies – in 2010 The Duchess of Malfi with Punchdrunk in a warehouse – is developing new audiences for the company’s wide repertoire.”
Receiving the Award John Berry, Artistic Director, ENO said, “We are very proud to win this award because it continues to highlight the changing face of our audience with more than a third aged 16-44. ENO’s orchestra were undoubtedly the stars of our Duchess of Malfi opera which again proved how we can reach out to new audiences through exciting collaborations with smaller scale companies like Punchdrunk.”
The sold-out The Duchess of Malfi, commissioned by ENO from composer Torsten Rasch, was collaboration between ENO and theatre company Punchdrunk, with Felix Barrett as director.
Staged at Great Eastern Quay in London’s Royal Albert Basin, Newham, the ground breaking immersive opera was the subject of a Channel 4 documentary The Making of The Duchess of Malfi.
Access All Arias is the largest scheme of its kind in Europe. Membership is free and benefits include the opportunity to book pairs of discounted tickets, access to free social events and half-priced programmes.
The award was presented by pianist Imogen Cooper at a ceremony at The Dorchester Hotel, London.