Sejong Center offers early bird tickets

Seoul Metropolitan Dance Theater’s “Dancing scarecrow.” / Courtesy of Sejong Center for the Performing Arts

By Yun Suh-young

Pianist Lim Dong-hyek / Courtesy of Sejong Center for the Performing Arts

The Sejong Center for the Performing Arts (SCPA) has introduced its upgraded classical lineup for the 2017/18 season.

Existing repertoires that have received love and attention from audiences will continue to be offered throughout the year as well as well-made creative musicals to be introduced.

The performance year, which begins March 1 and lasts until Feb. 28, 2018, will consist of 57 performances offered 430 times throughout the year, divided into three categories and 13 packages.

The center adopted a new system called "Sejong Season" last year where it schedules and organizes all performances for that year in advance and sells the tickets in limited packages. Last year, it sold 700 ticket packages in advance but this year it aims to sell 2,000 packages.

The limited packages include "My Selection Package," "Themed Package" and "Collective Package," which will be offered starting Jan. 12. Individual early bird tickets will be sold starting Jan. 19.

The classic performances begin with opera "Love Potion" (March 22 to 25) followed by Radio France Philharmonic Orchestra (May 25) which is highly anticipated as it is the orchestra's first performance in Seoul. Pianist Son Yeol-eum will collaborate with the orchestra. Another anticipated performance is the 2017 Sejong Chamber Series (April 22) which is part of an annual classical series offered by the arts center, featuring pianists Son Yeol-eum and Sunwoo Ye-kwon this year.

New performances to be introduced this year include plays such as "Claimers of the Throne" (March 31 to April 23), "Ethics vs. Morals" (Oct. 13 to 29) and dance "Romeo and Juliet" (Nov. 9 to 10). The Seoul Metropolitan Youth Traditional Music Orchestra reinterprets "Return Home" (Dec. 5) based on the eponymous film about Korean sex slaves to the Japanese military during Japan's occupation of Korea.

Creative musicals such as "Mata Hari" (June 15 to Aug. 6) which premiered last year will be performed again this year. "Gwanghwamun Love Song" (Dec. 15 to Jan. 14, 2018) will be revised this time with a new script and director while "Secret Envoy" (May 19 to June 11), about a secret Korean envoy sent to the Hague International Peace Conference during the late Joseon Kingdom (1392-1910) to disclose Japan's extortion of Korea’s diplomatic rights, will premiere.

Seoul Metropolitan Opera’s “Love Potion.” / Courtesy of Sejong Center for the Performing Arts

"Last year, package tickets for the Grand Theater performances were sold out when ticket sales opened. When we surveyed customer satisfaction after a year of implementing the new system, the satisfaction rate increased by 3.3 percent compared to the previous year," said Lee Sung-yeop, CEO of SCPA, during a press conference, Monday.

"If we had focused on establishing a frame for the new system last year, this year our goal is to actively and aggressively promote this new system. In retrospect, we were too timid with marketing due to fear of failure. We should have been more aggressive in marketing."

The center formed a task force to specially focus on managing ticket packages. Although it wasn't widely promoted to the public last year, the center saw a slight increase in ticket sales, although it is yet to be determined how much of the percentage came from package purchases.

The "My Selection Package" has two options ― the "Big Package" and "Mini Package." The "Big Package" allows customers to select 10 performances of their choice and get a 50 percent discount on the total price, while the "Mini Package" offers customers four performances of their choice with a 40 percent discount on the total ticket price. Those who purchase the "My Selection Package" will be invited to an additional special performance.

The "Themed Package" includes performances for children and anniversary special performances held at the M Theater. The M Theater celebrates its 10th anniversary this year. Those who purchase the themed package are given an opportunity to tour the concert hall with a docent.

Another package is the "Collective Package" which is for customers who want to see performances of a particular performing arts group. This package allows customers to see all the performances offered by that organization at a fixed price of 50,000 won.

If buying a ticket package is burdensome, people can also buy single tickets at 30 percent discounted prices during the early bird season running from Jan. 19 to March 17.

Visit sejongpac.or.kr for more information.