Glimmerglass Festival

Baggage Check

Glimmerglass is a world-class opera company staging inventive musical productions in an acoustically-remarkable theater. It’s an amazing summer travel destination; a scenic, natural setting, with grounds that welcomed visitors to picnic and relax before a show. That was the good news. Despite all its positives, Glimmerglass, like opera everywhere, was suffering from declining attendance. The Baggage Check process indicated Glimmerglass needed to attract younger opera-goers to replace their aging audience, make an emotional and temporal connection with their marketing and leverage the world-class product they offer.