A Bridge Between Continents: Verona Promotes Opera in the Heart of New York

The iconic Times Square in New York City is currently showcasing the allure of Verona’s Arena and its renowned Opera festival. A 15-second promotional video, highlighting the festival and the scenic beauty of verona, is being displayed every eight minutes, 24/7, captivating the attention of the average 137,000 daily visitors to the square.

Strategic Investment: Boosting Tourism and the Local Economy

This initiative, spearheaded by the Arena Foundation, represents a strategic investment aimed at promoting the annual Arena Opera Festival, the city of Verona, and its broader economic ecosystem. The launch of the massive LED display was attended by Superintendent Cecilia Gasdia, Deputy Artistic director Stefano Trespidi, and a delegation of international singers, all dedicated to celebrating Italy’s lyrical heritage, a designated World Heritage Site.

The promotional campaign effectively creates a 6,580-kilometer “long bridge” connecting Italy and the United States, the latter being a significant source of international attendees for the Arena Opera Festival. In 2024, approximately 11,000 American tourists attended performances at the Arena, marking an increase of nearly 2,000 from the previous year. This underscores the growing appeal of Italian opera to American audiences.

Vision for Global Appeal: Verona as a Must-See Destination

Superintendent Cecilia Gasdia emphasized the importance of culture in fostering international connections and driving economic activity. In this complex historical moment, culture can create bridges and occasions of induced for all economic activities.Promoting the Arena internationally means supporting every company in our territory, encouraging tourism and making our city live all year round, even outside its walls. The whole world must wish to visit Verona and to attend a show in the Arena, a unique and exclusive experience impossible to replicate elsewhere.

Deputy Artistic Director Stefano Trespidi echoed this sentiment,highlighting the goal of attracting a high-spending audience from the United States.In the summer of 2024, there were 11 thousand Americans who bought a ticket to see the work in the Arena, almost two thousand more than 2023. The goal is to increase the altitude of the high spending audience from the US year year to year and consolidate trust in the brand. The arena is a symbol of Made in Italy,it must become an indispensable stop for all those who travel from overseas.

East Coast Tour: Engaging Diverse Audiences

Prior to the Times Square debut, the Arena Foundation delegation embarked on a promotional tour across the East Coast, making stops in Miami, Boston, and New York. These exclusive events targeted tour operators, journalists, theater professionals, conservatory faculty, orchestra members, and business leaders with a passion for opera.

Performances featured renowned arias from Verdi and Puccini operas such as aida, Turandot, Rigoletto, and La traviata, delivered by singers Brian Jagde, Eunhee Maggio, Eleonora Bellocci, Gianluca Terranova, and Giulio Mastrototaro, accompanied by Superintendent Cecilia Gasdia on piano.

In Miami, the delegation was joined by the Consul General of Italy, Michele Mistò, and the Director of the Italian Cultural Institute, Stefano Cerrato. The Boston event, held at the Federal Reserve Bank of Boston, saw the participation of Italian Consul general Arnaldo Minuti, along with consuls general from Japan, Germany, and Israel. The New York event, hosted at the Italian Cultural Institute, was attended by Italian Consul General Fabrizio Di Michele. The Consortium for the protection of Traditional Balsamic Vinegar of Modena Dop also participated in the New York and Boston events, offering guests a tasting of balsamic vinegar on artisan ice cream.

Looking ahead: Arena Opera Festival 2025 and Beyond

The international promotional tour, supported by the Veneto Region, Enit Italia, and Sartori of Verona, precedes the opening of the Arena Opera Festival on June 13th, featuring a new production of Nabucco directed by Stefano Poda. The Arena di Verona Foundation plans to continue its international outreach in the fall, promoting the 2026 festival with the support of its patrons.