“We spent the summer of 2020 trying to figure out how we could get audiences back,” 

recalls Ashley Voorhees, Associate Vice President of Administrative Services at O-pa.

The Omaha-based performing arts center began by creating an outdoor space where they could offer a “one-time event,” Ashley says. “It was a thank you to the community for sticking with us.”

“It was a huge success. People loved it,” she says — both performers and audiences. “The bands that came and performed were excited because they hadn’t been able to perform in months.”

But the O-pa team was also eager to welcome audiences back to their indoor venues as well. And that took a little more planning.

Planning and prepping

“The big priority,” Ashley says, was “wanting to keep people safe” while still engaging with their patrons and the Omaha community.

While their doors were closed, O-pa was able to make several facilities upgrades. They added bipolar ionization technology to their HVAC system, and switched their security screening to a contactless system that allows them to eliminate bag checks. “And then we installed the contactless scanning from Tessitura,” Ashley says, becoming one of the earliest adopters of that technology.

 

[photo of contactless scanning?]

 

O-pa also made the decision to move entirely to digital tickets and program books. The tickets are delivered through the Ticket Omaha mobile app, which is built on the Appscension platform from Tessitura partner InstantEncore. Audiences access digital programs via the app or by scanning QR codes available on-site.

“We first used InstantEncore when we had Hamilton in 2019, because we wanted to be able to have digital ticket delivery,” Ashley notes. “So we just made it available for every show after that.” And in planning their reopening, they’ve encouraged every patron to download the free app to streamline their experience on site.

 

The app offers other features beyond digital tickets. “We’re able to send push notifications as they get to the venue,” Ashley notes. “There are things we can do that are patron-friendly, like the video component.”

Communicate again and again

In addition to the logistics, Ashley emphasizes the importance of sharing O-pa’s safety measures with their audiences. “We had to really get the messaging and marketing out so people will feel safe,” she says. A page on their website is dedicated to their Covid safety measures.

The confirmation email for each purchase lets people know about the safety measures, as does the “know before you go” reminder email. On site, flyers are available to reinforce the new information. And staff and volunteers are all available to help guide audiences and answer questions.

Happy to be back

O-pa first reopened their doors in September 2020, with the house at 30% of capacity. Audiences have been thrilled to be back.

“The first event we had, everybody was just so, so, so happy,” Ashley remembers. “They missed the arts.”

Importantly, she says, “When they come, they feel safe. That’s one thing that we hear. Most of them are happy to see the changes, the cleaning, the security entrance.”

And “the contactless scanning was great,” she adds.

 

[Photo of the lobby?]

 

In January, O-pa introduced a health screening questionnaire that is integrated into the mobile app. Before accessing their tickets, patrons are asked to answer a series of question about any Covid symptoms and possible exposure. Once they complete the survey, their mobile tickets become available to scan.

“People were fine with it,” Ashley reports. “We’ve not had one person say, ‘How come you’re asking me these questions?’ None of that at all.”

Adapting as they go

Now they’re operating at 50% capacity and are watching local regulations and case counts to determine when they’ll open up at full capacity. In the fall of 2021 O-pa will resume their Broadway series, beginning with Cats and then their second run of Hamilton.

In addition, the popularity of their first outdoor event “spurred us to figure out how can we still utilize that space,” Ashley. So their initial “one-time” event is back in 2021 as a six-month festival running May through October.

“We’ve always been a group that’s been able to adapt to situations,” Ashley reflects. “Things get thrown at us. Just one day you’re thinking, go in one direction, and then there can be a quick change. You adapt to it and you roll with it.”

“I’ve been lucky enough to have an incredible team,” she enthuses. “I work with a lot of amazing people to make it so that we’re still relevant for our city and our community, and can help people through all of the various real processes that we all are going through.”

“That adapting is never going to go away,” she adds.

 

Read the full article from MuseumNext>