Public put off by ‘Royal’ in our title, says Opera House chief

THE inclusion of “Royal” in the name of the Royal Opera House is “off-putting” to the general public, its chief executive has claimed, ahead of unveiling a project to “open up” the building.

Alex Beard, who has been in his post since 2013, said the Covent Garden opera house suffered judgments about its title, with those who are not familiar with its work fearing it is not for them.

A redesign of the building, due to be officially opened this week, is intended to make it more welcoming to visitors, allowing them to see its activities from the outside before entering.

In an interview with The Sunday Times Magazine, Beard said: “Well, we had three problems. Royal. Opera. And House. Each of those words is charged.

“They say this place is exceptional and high quality, but if opera isn’t part of your world and the royals are by definition “other”, and this is not your ‘house’, it can be a bit off-putting.”

The project, entitled Open Up, has taken three years and £27 million to complete, and includes a new café, bars and a refurbished restaurant to entice people into the building “whether or not you’re coming to a show”.

It will also have a new front of house programme, with “taster and fulllength live performances” in the foyer.