Course blog for American University PERF-570, Fall 2014
Attraversiamo. In Italian, Attraversiamo, is the idea of “crossing over,” but it’s more than that. It has to do with changing your direction or state of mind. In this article, author Leslie Cargill, talks about Boston Ballet’s efforts to reach new audiences. While maintaining their current audience base, they reached out to the non-traditional.
To bring in new audiences, they focused less on the product and more on the experience. “It’s not the push of selling a ticket, it’s the pull of engagement. The value, then, especially to the non-fan or non-theater goer, is in the experience.” A product should not be the only reason for attending an event, but with the product, there should be a promise of education, inspiration, or a shared time with close ones.
The author also mentions that she instituted daily check in meetings to ensure success, which reminded me of The Advantage.