In my inbox, a Wallace Foundation study was delivered.
Getting Past “It’s Not For People Like Us”: Pacific Northwest Ballet Builds a Following with Teens and Young Adults
This case study examines how the Pacific Northwest Ballet set about trying to cultivate the next generation of ballet-goers. Focusing on teens and adults under the age of 25, the Seattle-based ballet company sought in part to knock down the view of many young people that ballet is stuffy or boring and replace it with the view that ballet could be exciting and meaningful to them. The ballet company attacked the problem on a number of fronts, including revising promotional materials to appeal to younger audiences, posting online videos to familiarize viewers with the ballet, holding teen-only previews, and offering heavily discounted tickets. One result was a doubling over four years of ticket sales to teens.
Since many of us are super busy, I did a quick podcast to give you the highlights of the report. Enjoy and let me know what you think!
For more information about PNB, check out their website at www.pnb.org.
Cheers to happy and loyal audiences,
Chief Audience Builder, ADS