The Joffrey Ballet has created a workout series. PC Cheryl Mann, Courtesy Joffrey
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: