Selling The Dance

Dance executives across the country bemoan the modern-day public’s lack of interest in the form, and despair of ever again convincing large numbers of ticket-buyers to attend a traditional ballet not concerned with nutcrackers and sugar plum fairies. But Kennedy Center chief Michael Kaiser insists that the marketing of dance is not rocket science. The key is to trust the public’s intelligence, create a marketable identity for your company, and never to overestimate your own popularity.

Source: The New York Times - 05/15/05