Cheryl Hickman is reimagining what an opera company can be in Newfoundland. As founder and artistic director of Opera on the Avalon in St. John's, she's built an organization that defies conventional wisdom about opera programming, audience development and digital engagement.

Starting with a budget of just $25,000 in 2009 after a successful international singing career, Hickman has grown Opera on the Avalon into a $1.2 million company ranked 12th largest among Canadian opera companies - the only company east of Quebec in the top 30. What makes this achievement remarkable is how it happened: largely by abandoning traditional repertoire.

"When we did Bohème, it really did not sell," Hickman reveals. "The first almost sold-out show we had was Dead Man Walking, because audiences knew it from popular culture." This discovery led to a radical shift toward commissioning and producing exclusively new works that resonate with local audiences. As Hickman puts it, "I'm never going to compete financially with the COC. But I also don't think anyone needs my version of Magic Flute."

During COVID, the company pivoted to outdoor filming across Newfoundland's spectacular landscapes, creating "The Rock Performs" series. This initiative blossomed into OOTA-TV, a free digital platform featuring commissioned mini-operas from renowned composers like Jennifer Higdon and Mark Adamo, collaborative projects with Indigenous artists, and documentaries that have reached worldwide.

Hickman challenges the notion that cultural excellence only happens in major urban centers: "For too long in our country we have decided what good art is and who could do good art... I'm not doing the same art they're doing in Toronto. Mine is different."

Recently appointed as the incoming Chair of the Canada Council for the Arts, Hickman will bring her perspective on regional arts development to national policy. Explore Opera on the Avalon's groundbreaking work at operaontheavalon.com, and discover why this Newfoundland company has something special for all opera lovers.

All episodes of The Opera Glasses podcast are hosted by the editor of Opera Canada, currently Michael Jones after Elizabeth Bowman hosted seasons 1 and 2. Follow Opera Canada on Instagram, Twitter, Facebook and Visit OperaCanada.ca for all of your Canadian Opera news and reviews.