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From the Toolkit: “As population demographics shift, older adults (ages 60+) account for an increasing part of the U.S. population. According to the Administration on Aging, by 2030, there will be about 72.1 million older adults, more than twice their number in 2000. By engaging older adults through targeted programming, opera companies can cultivate an authentic relationship with this expanding demographic. While many audience development initiatives target young adults and minority groups, opera companies have the opportunity to engage older adults who account for a sizable portion of opera audiences, volunteer hours and donations. The purpose of this resource is to provide information to opera companies wishing to develop creative aging programs and provide a brief overview of what OPERA America learned in implementing its own creative aging program.

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