Dance on a Shoestring

Dance on a Shoestring

By Heather Desaulniers
Tuesday April 20, 2010

These days, audience development for ballet companies must be high on the priority list. The situation is dire;
the economy is bad and funding opportunities for the arts seem to dry up a little more every day. In such a climate,
fostering long-term relationships with subscribers is of utmost importance. For some groups, it may even be the
key to their survival. Repertory choices need to be broad - new exciting ballets that appeal to a wider audience
coupled with classics that balletomanes adore. But, a well-rounded repertoire is not enough anymore. Audience
participation has to be more than 6-10 trips to the theater every season.

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