Vision
Ian Campbell's Gift
by Joel D. Amos

San Diego Opera General Director Ian Campbell is a man whose business, and his life for that matter, are planned five years in advance. He and his opera have thrived living ahead of the curve. Almost daily, Campbell surfs the internet searching for news relevant to his company. He looks not simply for information surrounding opera, or even the arts, but reports pertaining to the economy, national security and even shifting political winds. "All of these facets affect our business," he admits.

Because of the fact that he has to book singers three to four years out, Campbell must attempt to anticipate what that market will look like. "If there was a tough economy in four years, for example, I would begin planning for a very standard season," said Campbell. A season featuring Rigoletto, Carmen, and other well-known operas would fill the schedule.

It is this constant planning and keen anticipation that has kept Campbell at his post for over 20 years, a rare feat in arts circle. An integral part of that success is the devoted personnel. Department heads feel confident in Campbell's support and keenly understand that they are invested in the outcome. His staff intimately knows the reality of life in an arts organization as they strive for the success of their opera every day. "It is a very loyal, stable staff," Campbell admits. "Some have been here 15 or more years. Lifers they call themselves. Sure they get offers elsewhere, but they like this environment. They feel connected to the success they have helped create."

"It isn't an easy world out there. Our staff knows that we are not owed a living. We are not in a cocoon. We are impacted by the economy, terrorist attacks, war in Iraq, and interest rates. They all have an impact on us," said Campbell. "We are always trying to learn. I think this entire staff is full of perpetual students. We try to improve our knowledge base from top to bottom."

His way of thinking, with both eyes firmly on the future, emerged from an early experience. Campbell was asked to run an opera company at the age of 30. The State Opera of South Australia in Adelaide was on the verge of bankruptcy. "The only way to get out of that problem was to have a forward plan and a forward view," said Campbell. Thus began a lifetime of visionary prowess.

Another transformation in his business that Campbell is sure will affect everyone, is the tradition of subscriptions. Currently almost seventy-percent of tickets sold are from a subscription. In ten years Campbell expects that figure to drop to less than fifty percent. "Our audience is no longer able to commit a year out," said Campbell. He insists they will still meet their sales goals, but the buyers will now be buying their tickets much closer to the event. That ticket buyer they counted on for decades won't be there in advance anymore.

With this shift in subscription money, there will be greater need for donors. Campbell also foresees a huge swing in the possession of wealth. With current donors' money passing on to their kids, Campbell notes that this next generation doesn't possess that same tradition of giving. "This will be a big change in America," Campbell insists. "Unless these kids recognize that American tradition of giving, whether to an opera company, zoo, or university, the infrastructure around them will start to decline."

Ian Campbell arrived from Australia years ago with the gift of vision. His ability to foresee future trends, not only in his business, but also in the greater world around him, should firmly cement the San Diego Opera's success for several more decades. "Even without a written plan I always have a mental image of where we need to go and what infrastructure needs to be in place to get it done," said Campbell. "I look to the horizon, not to my feet."

Featured in South Coast Magazine Festival 2004