The New Works Collective was a pioneering initiative by Opera Theatre of Saint Louis. For the first time in the opera world, the commissioning process was out of the hands of institutional power and in the hands of diverse community leaders. The result was an epically beautiful production of three new works that had the audience feeling seeing on the opera stage for the first time ever.
As Advancement staff, we made sure the audience was as diverse as the works. I found over 45 local BIPOC and LGBTQ+ organizations to create connections with and to invite to the operas. Below is the messaging campaign that contributed to nearly three nights of sold out shows. I also cultivated new connections with 10 organizations that could lead to opportunities for Opera Theatre to provide music and conversation in their support.
Read the four messages in the invitation campaign below:
Message 1 – Introduction
Dear [community group],
Happy New Year to you and your members! My name is Linda Holyoke, and I am with Opera Theatre of Saint Louis. We are a local non-profit that offers a spring opera festival and year-round community-led programming. I am writing today to extend a special invitation to an Opera Theatre event that may be of interest to your members. We recognize your service to [community], and we welcome the opportunity to learn more about your group and how we might collaborate.
On March 16th through 18th, we will present new 20-min operas by creative teams selected by ten St. Louis community leaders. It is the first-ever commissioning process led by a community council that we know of in the opera world. This initiative, which we call the New Works Collective intends to promote inclusiveness in our field.
This year, the operas represent BIPOC and LGBTQIA+ identities. The stories honor Black queer joy, Black youth, and Asian American rights. They celebrate drag ball culture, Black women inventors, and a Supreme Court victory. You can watch a preview of their works here and learn more here!
We are eager to support community groups through partnership in events, live music opportunities, and beyond.
Please drop us a note any time! You are welcome to call/email myself or my colleague Nicole Freber in Advancement with any questions or comments.
Many well wishes in the new year from all of us here at Opera Theatre of Saint Louis.
Message 2 – Free Community Events
Subject: Free Community Events – Music, Dance, and Discussions
Dear [community group],
Hello from Opera Theatre of Saint Louis! Warm wishes in the last weeks before spring. We hope you saw our message regarding the New Works Collective event coming up on March 16th -18th. We will present the world premiere of three new short-form operas, all celebrating BIPOC and LGBTQ+ joy.
We also have three FREE AMAZING events March 6th – 11th that will energize you with thoughts, stories, and fresh new sounds from New Works Collective creators. Opera Theatre is proud to partner with incredible St. Louis groups for these free evenings. See below for details and the attached flyer for more information!
Do you have thoughts about our community projects? We always welcome feedback on our process towards an equitable arts world. We truly hope to share our excitement with your organization!
Monday, March 6 – What Do Rock ‘n Roll, Opera, and the Supreme Court Have in Common?
4:00 p.m.; SLU Law School, 100 N. Tucker
Saint Louis University School of Law will host a roundtable discussion with musician and activist Simon Tam and attorney Mark Sabelman of Thompson Coburn, moderated by VLAA board president, Matt Minder.
Thursday, March 9 – Meet the Makers, An Insider’s Look at Opera Theatre of Saint Louis’s New Works Collective
7:30 p.m.; WashU’s 560 Music Center
Meet the creators who are pushing the boundaries of opera, hear musical excerpts, and learn from acclaimed scholars at Washington University about the context surrounding each story.
Saturday, March 11 – Artwork & Arias: Celebrating Drag Ball Culture
7:00 p.m. at Contemporary Art Museum St. Louis (CAM)
Experience opera music and St. Louis dancers celebrating ball culture on the opening weekend of Jacolby Satterwhite’s exhibition at CAM, Spirits Roaming on the Earth; Satterwhite draws from queer theory and Black culture in this surreal and poetic world-building art.
We are so thankful for your presence in the St. Louis community. Please feel free to reach out to me or my colleague with any comments or questions.
Message 3 – Community Promotional Offer
Subject: 🎟️ 60% reduced community price – New Works Collective Operas
Dear [community group]
We are 6 days away from the New Works Collective world premieres — and we would like to invite you and your colleagues to join us with a special ticket offer! Audiences will get to see three unique stories that celebrate inclusion, joy, and positivity. It reminds us of our gratitude for organizations like your own that help uplift all voices in St. Louis. Please enjoy a 60% reduced community price as a thank you.
Promo Code: STLCOMMUNITY ($14/$22 tickets after discount)
Click here to order your tickets
Each night features:
🎶 3 chamber operas celebrating inclusion
🎤 Spoken word intermissions
💡 Post-performance town-hall talk with creators
🎉 Friday/Saturday after-party at nearby minority-owned businesses: 12oh7 Herban Eatery/The W Karaoke Lounge
The operas next week amplify marginalized voices, celebrate authenticity, and allow individuals to show up as their true selves. We hope to welcome you to our space next week.
Message 4 – Thank You and Open Door
Subject: 
Thank You! A Community Success with New Works Collective
Dear St. Louis Community,
Wow, what an incredible audience for the New Works Collective performances. Thank you to all who attended the breathtaking world premieres this past weekend.
This work is at the core of our mission to build a vibrant and inclusive future for opera. If you were able to join us for one of the performances, you could feel both the joy of the artists and audience alike. It was a moment where people were free to enjoy opera without wondering if they are welcome, or if they could show up authentically in what they wore, who they came with, and what they celebrated.
This truly makes our hearts sing at Opera Theatre of Saint Louis, and we are energized for the coming festival season in May-June! We hope you can join us this season and at other events throughout the year. Please reach out to us anytime with thoughts about engaging our communities together.
With a sincere appreciation to all who supported this initiative,
Linda Holyoke
P.S. The 2024 New Works Collective is already underway! STAY TUNED!