The San Francisco Opera will offer $50 orchestra tickets to members of its club for young adults.

Members of the company's Bravo!Club who have never before purchased San Francisco Opera tickets (with the exception of student subscriptions) will be able to purchase $50 side and rear orchestra section seats (valued at up to $155) online for almost every performance of the season.

The discount is the brainchild of San Francisco Opera general director David Gockley, who aims to make opera more accessible to broader and younger audiences. It follows other Gockley initiatives, such as the company’s first free, live, outdoor simulcasts last summer.

In a statement, Gockley said, "Opera is for everyone, and we hope this program will help introduce opera newcomers to this glorious art form."

Bravo!Club was founded in 1991 and is aimed at arts lovers aged 21-40. The annual $60 membership fee entitles club members to parties and educational events, pre-performance receptions, behind-the-scenes educational sessions, opportunities to meet the stars and 20% savings on tickets.