The Sarasota Opera Web site struggled to communicate the richness of programming offered by the opera and did not represent their newly renovated theater. Because Sarasota patrons tend to be retirees who range from upper-middle class to wealthy, Sarasota recognized that the site needed to be a balance between presenting a “sexier” look and feel while retaining strong usability. By renovating the site they hoped to reach out to younger patrons while still serving their existing ones in order to continue to develop a strong audience for ticketed events.
