American Ballet Theatre – New York, New York ~ www.abt.org
American Ballet Theatre (ABT) is one of the world’s most prestigious ballet companies. With a $30 million operating budget the company performs all over the country and the world, the highlight of which is an eight week season at the Metropolitan Opera House.
The growth and sustainability of the company is dependent upon building a nationwide constituency. Consequently, in June of 2003 the board of directors made a strategic business decision to self-present in two major markets, Chicago and Los Angeles, in an effort to move the organization to the next level of performance weeks and to a sustainable new operating budget of $36 million. As a self-presenter, ABT was faced with the challenge of generating $2.1 million in ticket revenues and building audiences for 18 performances over 11 days by April 2004.
After initial site-visits to the Dorothy Chandler Pavilion in LA and the Lyric Opera house in Chicago, Trish Weber was charged with analyzing market potential, creating ticket scales and determining revenue projections. Weber conducted interviews with the media and other arts organizations in each market to establish a baseline comparison for media spending and market potential. Afterwards Weber created and executed a comprehensive marketing plan. The marketing plan included direct marketing, print and radio advertising, promotions and group sales. Weber secured American Express to sponsor a direct mail campaign of 100,000 pieces in both markets.
Revenue projections were achieved in both markets and a foundation for continued growth has been established for the company to continue to self-present annually, gain incremental market share and build a nationwide constituency.