Driven by societal changes and the accompanying challenges, public opera houses have increasingly been urged since the 1990s to address the needs of their visitors and to build and maintain stable relationships. Markus Lutz focuses on the following question: What is it that binds visitors to a specific opera house? The author uncovers the relevant reasons for repeat visits in opera operations, characterizes different types of repeat visitors, and derives practical recommendations for the design of visitor retention management in opera houses.