The Under30 Pass for La Scala: a new Culture Initiative

The Teatro alla Scala of Milan – more commonly called La Scala – is universally known, even by those people who have never been there.

The so-called “Temple of Opera”, is located in Piazza della Scala, in the city center just behind the Gallery and the Duomo. The structure was built in 1778 by the Empress Maria Theresa of Austria, after a fire had destroyed the Royal Ducal Theatre.

What does La Scala offer during its Theater Season? Opera, ballet and classical music concerts. A repertoire that mostly attracts people of a certain age who have a deep interest in this kind of performances and can also afford the prices of the tickets. This represents the typical reality of our time, which is characterized by such a varied music offer that classical music often remains isolated. You can hear about La Scala mainly for the traditional contestations happening during the première – approximately in the first week of December – rather than for its cultural offer.

For this very reason the initiative, supported by Milan Municipality, whose aim is to bring younger audiences to the theatre is remarkable. In Lascalaunder30.org website we can read:

“Between you and your search for strong feelings there are no obstacles anymore. Discover LaScalaUNDER30, the project dedicated to young audiences under 30. With the Under30 Pass you will be always up to date on news concerning La Scala. You will also become a member of our Community and will get access to many exclusive offers. It will be like being part of the theatre itself, by visiting it, watching the performances and approaching the artists…”

This is an intelligent way to approach the younger audiences by communicating that La Scala is not a museum but a place for cultural production: from the games on its website to the fascinating opportunity of freely watching the previews.

The Under30 pass – obviously for those people who are under 30, thirty-year-old persons included – costs just 10 Euros and give you many exclusive advantages, including promotions and visits to the Theatre, to the Theatre Museum and to Ansaldo Workshops. It also offers the opportunity of watching five ensemble opera and ballet rehearsals and a 50% price reduction on the entrance for the Theatre Museum. You will also obtain the Scala Shop Card for free. This is undoubtedly a worthwhile initiative and represents an important step towards a more affordable city. We hope that it will have a great success.

(This guest post has been contributed by Ileana Ongar of Viaggionelmondo.net)