Name change for Royal Opera House

The Royal Opera House in Covent Garden is changing its name to the Royal Ballet and Opera House so that the theatre’s full range of activity is clear for potential audiences.

"Bringing ballet into our name is long overdue" Covent Garden’s CEO Alex Beard told The Times. "The Royal Ballet and the Royal Opera have performed under the same roof since 1947 – and both companies now enjoy the prominence that they rightfully deserve.

"The evolution of its name, the Royal Ballet and Opera, celebrates the institution in its entirety, recognising the whole, not just one of its parts."

He said that research had shown that few people realised the Royal Opera and Royal Ballet were connected. The change is a marketing move as the institution has top find new sources of funding with subsidy falling, and the new name, it is hoped, will give better brand identity.

Image courtesy Visit London

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