These Dance Companies' Revenue Streams Aren't What You'd Expect
It's an ongoing question for large and small companies alike: How can we increase ticket sales? Tickets are the primary product dance troupes are selling. But what if there were other untapped avenues to make money, and even expand your audience in the process?
Some companies are exploring the possibilities. L.A. Dance Project recently launched the subscription-based ladanceworkout.com, offering streaming workout videos led by company members. Groups of all sizes and even some individual dancers have launched merchandise lines bearing their logos. And, of course, there's the perpetually innovative Pilobolus, which has been in the creative-revenue game for years, with books, advertisements, corporate appearances and more. Companies told us what it takes to expand revenue streams beyond ticket sales:
They Look for Opportunities to Collaborate
At the Joffrey Ballet, collaborations are abundant. But one of their most interesting—and perhaps unexpected—partnerships started when the hotel brand JW Marriott approached them in 2014. "They could see a connection between the way dancers prepare for their performance and the way they want their staff to prepare for their day," says artistic director Ashley Wheater. "Whether you're working as a concierge or at the front desk, it's all a performance." So JW Marriott and the Joffrey created a series of warm-up videos, called Poise and Grace, that hotel employees at the Chicago location performed in groups before each shift. "The video is about how you connect with someone, your eye contact, your hand gestures," adds Wheater.
The project was such a success that JW Marriott invited Wheater to brainstorm ideas for designing the interior of their properties, recognizing the value of someone who has devoted a career to designing movement in space. Now, they've produced two exercise videos for guests at select hotels around the world to stream in their rooms. For JW Marriott, the partnership reinforces the brand's commitment to wellness and elegant living; for the Joffrey, it's a source of income and a way to boost the company's presence in front of potential ticket buyers.
They Copy What Already Works
Being so close to the competition and convention circuit, Shaping Sound has long known the value of branded merchandise. "We saw how well merch did for those tours and that if Travis Wall and Nick Lazzarini were wearing something, dancers would want it," says producer Nikole Vallins. A significant chunk of its customer base is made up of non-dancers, so the company offers clothing that could easily cross over between dancewear and general activewear. "It's half about revenue and half branding. Occasionally we'll give a free T-shirt to an influential dancer—someone we want to be wearing and loving our shirt and putting it on social media." While Shaping Sound's ticket sales can vary from one city to the next, Vallins finds that the merchandise sells well in every market the company visits.
Shaping Sound sticks to merch that's high-quality and dancer-approved. Photo courtesy Shaping Sound
Ventures like this aren't reserved for big-name groups. "Years ago, I would have said you need to be established to sell merchandise," says Vallins, "but one of our dancers, Lex Ishimoto, created his own clothing line and was selling pieces online before going on 'So You Think You Can Dance.' " Today everyone from local ballet companies to experimental choreographers can be found hawking branded tote bags after performances.
They Meet the High Expectations of Dancers
Vallins says that Shaping Sound has learned from audiences what sells best. In their first year, they offered a tank, but, looking back realized that "it's not something that one of us would have ever worn," she says. Now, they work with designers who create custom merchandise for luxury fitness studios like SoulCycle and Barry's Bootcamp. Quality, Vallins says, is what will help your product reach customers beyond your obvious supporters—it's also why people will come back.
They Aren't Afraid to Ask for Help
Pursuing alternate revenue streams is a commitment—and not something you can do halfway. "It takes much more time, energy and attention to detail than people think," says Vallins. "And orders can suddenly skyrocket."
Do your research first. Ask a colleague with retail experience out to coffee, or pick the brain of a friend who works in marketing. "It does require an up-front investment," says Vallins.
When making creative decisions, always remember why you're doing it—apart from the money. "Every partnership that we think about is mission-based—with Marriott it is to provide an understanding of wellness in a complete sense of the word," says Wheater. "It's about a lot more than the money involved."
It is a great tragedy for dance history that iconic ballet partnerships like Margot Fonteyn and Rudolf Nureyev or Natalia Makarova and Mikhail Baryshnikov weren't able to document their backstage shenanigans on social media. (Okay, maybe not a great tragedy, but you have to admit that you're curious.)
Lucky for us, that isn't the case with today's star dancers—like American Ballet Theatre principal dancers Isabella Boylston and James Whiteside, aka The Cindies. These two aren't just onstage partners. They're serious #BestieGoals. Our evidence, as documented on Instagram, is as follows:
-Hey. U up?
-Ya. I'm at the ballet.
-Oh ok. Talk later.
-Nah, it's cool, it's a slow part right now.
Nope, it's not cool. Put your phone away. In the hushed darkness of an auditorium, light explodes from that screen like shrapnel, blasting those around you out of their viewing experience.
2017 felt like we were living the Upside Down of the popular Netflix series "Stranger Things." From Donald Trump becoming president, to the sexual harassment scandals that ricocheted into the ballet world, everything we thought we knew was turned on its head.
Yet while the deconstruction of institutional paradigms is frightening, it also presents an unprecedented opportunity for redesign.
Ballet, much like our political parties, seems to be stuck in an antiquated format that's long overdue for a makeover. With the world changing at lightning speed, if ballet wants to survive it will have to undergo a radical reimagining. But what would that look like?
Dear dancers of the New York City Ballet,
I realize that you are scared because the future of the New York City Ballet is uncertain; you don't know who will man the ship, and your career that you've worked your entire life for feels under attack.
On social media some of you alluded to the idea that Peter Martins' downfall is a result of the times; a maelstrom of allegations sweeping the country, bringing down powerful men, for misdeeds proven and unproven. I understand that for many of you this feels unfair: Peter has helped you personally ascend the ranks of the company by believing in you, and mentoring you. For others the described behavior may feel abstract; it isn't something you've witnessed, and many of the accusations occurred long before your time, maybe even before you were born. And above all, how could you possibly betray the man who plucked you from the school and gave you the chance of a lifetime: to dance with one of the most prestigious ballet companies in the world? How could you see this person, who gave you this chance, this gift, as the monster he's being painted as?
Throughout his remarkable career, the fiercely determined, intelligent and energetic Arthur Mitchell has become accustomed to being called a trailblazer. "Being a typical Aries, I like being the first," he says, laughing. "That's what I've been doing all my life."
This is true, especially when it comes to the discussion at the forefront of today's national dialogue about dance: diversity in ballet.
In the dance world, Mandy Moore has long been a go-to name, but in 2017, the success of her choreography for La La Land made the rest of the world stop and take notice. After whirlwind seasons as choreographer and producer on both "Dancing with the Stars" and "So You Think You Can Dance," she capped off the year with two Emmy Award nominations—and her first win.
You've come a long way on "So You Think You Can Dance"—from assistant to the choreographer (Season 1) to creative producer (Season 14). What keeps you returning to the show?
"So You Think You Can Dance" was one of my first jobs, so it feels like home. I love the chaos of live television; as soon as one show is over you're on to the next.
Last Saturday night, Dance/NYC, Gibney Dance and the Actors Fund hosted a conversation on sexual harassment in the dance world. The floor was open for anyone in attendance to share whatever they wanted: personal stories, resources, suggestions.
The event brought to light some of the questions the dance world is facing, and though we don't yet have all the answers, it helped lay out the areas we need to address:
What would dance-specific sexual harassment training and policies look like?
Corporate harassment trainings tend to tell employees to avoid touching coworkers and to not wear revealing clothing in the workplace. Obviously, these rules aren't applicable to the dance world. Many in attendance agreed that everyone in the dance world should undergo training, so what should it include?
The ballet world can't get enough of Arthur Pita. With his maverick, surreal imagination, the self-styled "David Lynch of dance" brings a welcome theatricality to everything he touches, from his version of Kafka's The Metamorphosis to 2017's Salome for San Francisco Ballet.
The South African–born Pita competed in disco dancing and later performed with Matthew Bourne's New Adventures. Today, he is Bourne's offstage partner, and the pair live together in London. His latest work, which premiered in November, is a one-act adaptation of Dorothy Scarborough's 1925 Texan novel, The Wind, for The Royal Ballet.
We've been a fan of the space bun look since our Spice Girls days, which is exactly why we were so excited when hair and makeup artist Angela Huff brought the double-bun style back for our January cover shoot with American Ballet Theatre's Erica Lall. To give the '90s style a modern twist, Huff added a few braided details. Here's how to copy the look for your next class:
Photo by Nathan Sayers
At age 24, dancer and choreographer Caleb Teicher already has accolades beyond his years. But this week, the Bessie Award–winning performer adds another impressive feat to his resumé: His company's Joyce Theater debut. Though tap is Teicher's focus, he masterfully combines everything from jazz to Lindy Hop to hip hop in his fresh, clever choreography.
We caught up with him for our "Spotlight" series: