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OPERA IN VALENCIA

 

  
http://www.operainvalencia.com 
 
SPAIN - Valencia
CEO: Patricia Murray.
B. Sc. (Communication) Navarre University - Pamplona, SPAIN.
M. A. (Communication) Valencia University - Valencia, SPAIN.
M. Sc. (Journalism) Columbia University - New York, USA.

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VALENCIA OPERA PROGRAMME 2016-2017

The Opera Programme for 2016-2017 was presented in Valencia in the Palau de les Arts Opera House by manager Davide Livermore who was accompanied by Vicente Marza, Valencia Government Councillor of Culture and Sports, and with an unusual muse - Lucrezia Bori.

To see details of the programme click HERE

Lucrecia Borja y Gonzalez de Riancho, opera star and lyric singer, who chose the artistic name of Lucrezia Bori, was born in Valencia, Spain, on Christmas Eve 1887, studied music in Valencia and Milan and started her singing career in Italy on 31st October 1908.

In June 1910 during the first visit of the Metropolitan Opera to Paris, its lead singer took ill and Lucrezia replaced her, and on the opening of the 1912-1913 season in New York, she played the lead in Puccini's Manon Lescaut opposite Enrico Caruso. Thus began her career with the Met!

After the Wall Street financial crash, the Met experienced serious financial difficulties because of a falloff of sponsors and was in danger of closing, however, Lucrezia, not for nothing a descendent of the famous (or infamous) Borja family of Gandia, Valencia, who produced a Pope (Alexander VI) and princes and other nobility during the Italian Renaissance, started a marketing campaign around the United States, and through personal appeals, press coverage and radio programmes managed to raise $300,000 dollars that enabled the Met take to the stage for the 1933-1934 season.

This success was followed with Lucrezia, at the head of the "Maintain the Metropolitan" committee raising the same amount of $300,000 dollars for the following season, thus saving the Met!

Although Lucrezia stopped singing for a short period after a throat operation, she returned to the stage and her marketing on behalf of the Met, and in 1935 was the first performer to be elected to the Board of Directors of the Metropolitan Opera Association before retiring from the Met on the 29th March 1936 although she was named chairperson of the Metropolitan Opera Guild, and continued to perform at concerts.

Lucrecia Borja y Gonzalez de Riancho died suddenly on the 14th May 1960 and is buried in Valencia, Spain. She never married as she considered that artists should not.

THE VALENCIA OPERA MUSE.

Valencian artist Pepe Moreno, resident in Los Angeles, designed the poster to advertise the upcoming opera programme and depicts Lucrezia Bori holding an orange blossom in the palm of her hand, while a bat poses on the tip of her gossamer wrap - the bat (or rat penat - hanging rat) - is the symbol for Valencia and the Valencia Football Club.

An enormous fan with several changing panels advertising each and every opera on the programme is part of the publicity.

 

Palau de les Arts manager Davide Livermore (left) and Valencia Government Councillor of Culture Vicente Marza, during the presentation of the 2016-2017 opera programme.

On the left is a partial view of the auditorium in the Queen Sofia Arts Palace where the 2016-2017 opera programme was presented to patrons of the arts.

 

Palau de les Arts manager Davide Livermore explains the intricacies of the promotion fan to Ximo Puig, President of the Valencian Government.

 

 

 

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