Strengthening ties with its community, North Carolina Dance Theatre has rebranded itself as Charlotte Ballet.
Gregory Taylor and Emily Ramirez in Dwight Rhoden’s Gateways. Photo by Peter Zay, Courtesy Charlotte Ballet.
To some, it was a surprise when North Carolina Dance Theatre announced in April that it had changed its name to Charlotte Ballet. But for artistic director Jean-Pierre Bonnefoux and his wife, associate artistic director Patricia McBride, who took over the Charlotte-based company in 1996, solidifying NCDT’s regional brand had been a long-term goal. “Jean-Pierre and Patricia have always thought the name should be Charlotte Ballet,” says executive director Douglas Singleton. “Everything we do is ballet.”
The name change has come in response to an evolving Charlotte, now home to Bank of America and many other large financial operations. Today, the city ranks as one of the fastest growing in the U.S. As its population has shifted, so has NCDT’s audience. “Many folks moving to Charlotte haven’t brought an understanding of the ‘dance theater’ tradition with them,” says Singleton. “They are bringing a ‘ballet’ tradition with them.”
North Carolina Dance Theatre had spent recent years refocusing its audience development and marketing strategies. It has paid off: Ticket sales have increased 75 percent and donor gifts have tripled. And in 2010, NCDT moved into the Patricia McBride and Jean-Pierre Bonnefoux Center for Dance. Still, consultants agreed that renaming the company would substantially help it bridge connections to Charlotte’s artistically conservative community: In a preliminary poll surveying potential local customers—people who had not attended a performance in at least three years—nearly 50 percent said they were familiar with the name Charlotte Ballet, even though the brand did not yet exist.
Singleton emphasizes that the company programming of family-friendly classics and innovative contemporary works will not shift. “The product has not changed,” he says. “Our name has aligned with the product.”
Pacific Northwest Ballet principals Rachel Foster and Jonathan Porretta took their final curtain call on June 9, 2019. Photo by Lindsay Thomas, Courtesy PNB
We all know dance careers are temporary. But this season, it feels like we're saying goodbye to more stars than usual.
Many have turned to social media to share their last curtain calls, thoughts on what it feels like to say farewell to performing, and insights into the ways that dancing has made them who they are. After years of dedicating your life to the studio and stage, the decision to stop dancing is always an emotional one. Each dancer handles it in their own way—whether that means cheekily admitting to having an existential crisis, or simply leaving with no regrets about what you did for love.
We will miss these dancers' performances, but can't wait to see what awaits each in their next chapters.
A previous lab cycle. Photo by Evan Zimmerman/MurphyMade, Courtesy RRR Creative
Choreographic incubator Broadway Dance Lab has recently been rechristened Dance Lab New York. "I found the nomenclature of 'Broadway' was actually a type of glass ceiling to the organization," says choreographer Josh Prince, who founded the nonprofit in 2012.