Marketing to Millennials: Perform in a Brewery, With Free Beer and a Class
What gets 20-somethings to dance performances? It's the million-dollar question on the minds of presenters, directors, dancers—basically anyone who has a stake in the future of our field.
Schoen Movement Company dancers at Brooklyn Brewery. PC Mary John Frank.
One possible answer? Turn your performance into a party.
Last week I went to a show at the Brooklyn Brewery put on by Keigwin + Company dancer Emily Schoen, who runs her own small troupe, Schoen Movement Company. For the price of a ticket, you also got a free beer and a free dance class the next day taught by the choreographers themselves.
Sure, lots of dance companies produce site-specific work. And others offer free beer after the show or during intermission. But here, the audience—almost entirely made up of millennials—sipped their drinks and ate food from a pop-up BBQ stand (yes, this is Brooklyn) as they followed the dancers around the space, kind of like an immersive show, but more informal. "Drink breaks" were built into the program. And, keeping costs down, instead of a paper program, you could look up info about the show on Schoen Movement Company's Instagram feed.
"Everyone's going to go out to eat and drink," Schoen said later, explaining her thinking. "This introduces people to dance in a less threatening way than asking them to sit in a theater."
She initially got the idea when she heard that tours for the kind of contemporary work she loves were decreasing. So she approached her go-to neighborhood hangout, Rockaway Brewery, and put together a program in their space featuring her company and a couple others (B.S. Movement and LoudHoundMovement). The event was so successful that when the nearby Brooklyn Brewery found out about it, they asked her to repeat it there, too.
The choreography took advantage of the brewery's space, including wooden barrels. PC Mary John Frank.
Schoen says both brewery shows turned a profit. The second nearly sold out, with about 34 percent of people buying general admission tickets (dancers could opt for an artist discount), which means a good chunk of the audience came from outside the dance world. And, judging by the amount of Snapchatting going on, they were very enthusiastic. The show created an "event"—something new to experience and immediately brag about on social media.
It was a true Brooklyn party, just with better dancing.
The 2019–20 season is here, and with it more performances than any one person could reasonably catch. But fear not: We polled our writers and editors and selected the 31 most promising tickets, adding up to one endlessly intriguing year of dance.
You nominated your favorite dance moments so far in 2019, and we narrowed them down to this list. Now it's time to cast your vote to help decide who will be deemed our Readers' Choice picks for the year!
Voting is open until September 17th. Only one vote per person will be counted.
Just four years ago, the University of Southern California's Glorya Kaufman School of Dance welcomed its first class of BFA students. The program—which boasts world-class faculty and a revolutionary approach to training focused on collaboration and hybridity—immediately established itself as one of the country's most prestigious and most innovative.
Now, the first graduating class is entering the dance field. Here, six of the 33 graduates share what they're doing post-grad, what made their experience at USC Kaufman so meaningful and how it prepared them for their next steps:
We've been dying to hear more about "On Pointe," a docuseries following students at the School of American Ballet, since we first got wind of the project this spring. Now—finally!—we know where this can't-miss show is going to live: It was just announced that Disney+, the new streaming service set to launch November 12, has ordered the series.