'Out@The Opera'

More on the subject of how orchestras and opera companies are pushing the envelope when it comes to marketing:

In the Minnesota Opera program for "Italian Girl," you'll find an ad with a fierce-looking pic of tenor James Valenti, clad in black leather for a production of "Lucia," with this headline:

"When was the last time you came Out@The Opera?"

The ad, which must have startled some of the opera's gray-haired customers, says, "The Minnesota Opera is launching a new social group for our friends in the Gay, Lesbian, Bisexual, transgendered and Allies community."

These "fun and informative" social events offer "behind-the-scenes access to each of this season's shows. You never know who might show up, or what dirt they might dish!"

"Allies community," in case you were wondering, means friends of people who are G, L, B or T -- I looked it up to clarify whether it's another stratum of politico-sexual culture, but apparently it means just what it says.

That ad's on page 24; on page 26, you'll find the ad for the opera's "Young Professional Group," described as "a membership program for opera-goers in their 20s and 30s to experience opera 'straight up, with a twist!'"

I'll let you read between the lines to determine what the last phrase means.

Point being, it's not how your grandpa might have marketed an opera.

Valenti, by the way, is prominently featured in all the Minn Opera marketing stuff as the very straight Romeo opposite Ellie Dehn's Juliette in the Gounod opera, which comes up in January.

The St. Paul Chamber Orchestra also is chasing younger audiences with its "club2030," launched Nov. 12 and open to people ages 20-39, which leaves me out...club members get half-price drinks at Pazzaluna, for one thing.