Change Logic helped the company organize employees into a series of Sprint Teams, each charged with developing one aspect of the new model. They needed to find a safe location, identify operas that could be performed in slimmed down versions, and artists to star in the shows.
The concept that emerged became the Big Tent series on the Oglethorpe University campus. consisted of 18 outdoor performances. The performances adhered to the strictest safety protocols and procedures and had a capacity of up to 240 audience members.
Zvulun, though, was not content with reimagining opera for a live audience—he also reinvented it for digital audiences. As its live season unfolded, The Atlanta Opera invested heavily in digital engagement beginning with its ‘Love Letters to Atlanta’ campaign featuring iconic landmarks in Atlanta and members of the opera reminiscing about the city. More radical even, was the plan to make a movie from the two of the operas being performed–Pagliacci and Emperor of Atlantis. When released, the movie will be more than an opera on film; Zvulun promises it will be a ‘360 experience’ unlike any other digital opera.
This dual approach – reinventing live opera and reimagining digital engagement for pandemic times – is what Harvard Business School Professor Michael Tushman calls an Ambidextrous Organization. Having studied with Tushman, Tomer Zvulun had learned that it is possible for organizations, even artistic companies, to do two things at once. ‘Professor Tushman is my inspiration. It is very ambitious, and I chalk a lot of it up to the theories that I learned from him,’ says Zvulun.