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L.A. Opera tries new pricing scheme for 'Albert Herring'

February 20, 2012 |  2:53 pm

Lead"Downton Abbey" is over, at least until next season. But local Anglophiles yearning for more early 20th century nostalgia can get their fix in Los Angeles Opera's production of "Albert Herring" by Benjamin Britten, opening Feb. 25.

L.A. Opera recently has been rolling out new ticket-pricing strategies designed to attract new audiences. For next season, the company will introduce dynamic ticket pricing for the first time. For "Albert Herring," the company is trying something else -- $25 tickets designed to reel in new opera-goers.

The company said that ticket holders for "Albert Herring" can bring along friends who have never been to the opera before for just $25 per seat. The discounted tickets will be sold for just three days, Feb. 22-Feb. 24. The company said that a best effort will be made to seat friends together as part of the offer.

Ticket holders for "Albert Herring" can buy the reduced-price seats for a maximum of two friends. The opera will have six performances at the Dorothy Chandler Pavilion from Feb. 25 to March 17. The offer applies to all performances except the March 11 matinee.

An L.A. Opera spokesman said the offer is part of the company's larger initiative to explore alternative pricing methods. "Albert Herring" is a lesser-known work and was last staged by the company in 1992.

The production opening later this month is new to the company and comes from Santa Fe Opera. Tenor Alek Shrader plays the title role of a meek young man in this comic story set at the turn of the century.

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-- David Ng

Photo: A scene from "Albert Herring." Credit: Los Angeles Opera

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