at Seattle Center. The company's current general director is James Robinson.

History

Glynn Ross founded the company in 1963, and served as its first general director until 1983. From the outset, Ross saw opera as something that had to be sold using similar techniques to those used to sell popular entertainment:

To sell opera...you have to get their attention with a little razzle-dazzle. You've got to be simpatico. You have to be able to communicate, and you have to deliver your message with the best possible product you can manage.

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