Dancers Find Their Voice In Miami City Ballet Marketing Campaign

Amanda Weingarten likes days that begin watching the sunrise and end dining with her husband. Neil Marshall likes walking the streets and museums of Paris before heading to Rue St. Louis to enjoy some Berthillon ice cream. Both are dancers with Miami City Ballet and are part of a trend of performers who are finding their voices to reach their audiences.In a move to attract younger audiences, company marketers are turning to online and social media to reach audiences where they spend their time. Weingarten and Marshall both filled out ‘Meet the Dancers’ forms, which were posted to the ballet company’s blog. But they’re not alone. An interview with soloist Callie Manning was taped, uploaded to YouTube, then posted to the blog. The company encourages audiences to tweet questions about the performance during intermission.’Social media and marketing has really exploded. It’s become more and more of a way to influence ticket buying,’ said Bill Miller, the company’s director of marketing and communications. Miller arrived in April after 33 years marketing Broadway shows. ‘When I started on Broadway, we were still using typewriters. This season, a buy in the local newspaper, half of the media is online, as opposed to just print.’While the company’s core audience is upscale donors and ticket buyers, marketing executives have seen the need to cultivate newer and younger audiences in the 20-to-40-something age range ‘to come to us and be a part of the experience,’ he said.The company is not alone in reaching out directly to audiences. In September, New York City Ballet performers began speaking directly to audiences before shows. The effort sought to break barriers by humanizing performers, connecting them with the audience, and selling more tickets, The New York Times wrote.’Ballet has always had this stigma, this mystique, this standoffish art form that you couldn’t touch,’ Peter Martins, the company’s ballet master in chief, told the Times.The current MCB ad campaign, ‘Physical Poetry,’ features dancers photographed in street clothes with quotes about what they do outside of ballet. The main image for this season features principal Carlos Guerra shirtless in blue jeans, hoisting principal dancer Patricia Delgado in a tutu.’It’s not just a performance image from Swan Lake. We wanted to create an image that took classical ballet and put it in a new context so you see it in a fresh way,’ said John Oberlander, president/creative director of Oberlander Group.The Albany, N.Y.-based arts specialty marketing agency created the campaign. Fashion photographer Gio Alma and arts photographer Lois Greenfield shot the images.’It’s this mash-up of classical and contemporary culture,’ Oberlander said. ‘We’re hoping it makes people take a second look.’MCB also has a staffer whose primary job is to post content to social media

MCB’s 25th Anniversary Opens At Broward Center With Program I

50 DANCERS! FOUR COMPANY PREMIERES! LIVE ORCHESTRA RETURNS! MIAMI CITY BALLET’S 25TH ANNIVERSARY SEASON OPENS WITH PROGRAM I FEATURING THE COMPANY PREMIERE OF JEROME ROBBINS’ FANFARE TO WELCOME BACK THE COMPANY’S LIVE ORCHESTRA. EDWARD VILLELLA TO PERFORM IN FANFARE AS THE NARRATOR.Program I also features George Balanchine’s BUGAKU and THEME AND VARIATIONS.BROWARD CENTER FOR THE PERFORMING ARTS 201 SW Fifth Avenue, Fort LauderdaleNovember 12 at 8 p.m., November 13 at 2 p.m. & 8 p.m., November 14 at 2 p.m.Miami Beach, FL (Oct. 18, 2010)

Miami City Ballet Day: Mattie Herrera Bower, Mayor Of The City Of Miami Beach, Has Proclaimed Friday, October 15, 2010 Miami City Ballet Day On Miami Beach

Mattie Herrera Bower, Mayor of the City of Miami Beach, has proclaimed Friday, October 15, 2010 MIAMI CITY BALLET DAY on Miami Beach in recognition and celebration of the opening of MIAMI CITY BALLET’s 25th Anniversary Season on Friday, October 15th at the Adrienne Arsht Center.MIAMI BEACH PROCLAMATIONWHEREAS, Miami City Ballet is about to begin its 25th Anniversary Season, and the company was born, nurtured and has always made its home in the City of Miami Beach – first as a pioneer in the renaissance of Lincoln Road and then as a pioneer in the revitalization of the Collins Park neighborhood in its state-of-the-art facility, the Ophelia and Juan Js. Roca Miami City Ballet building located on Liberty Avenue, all the while with the critical financial support of the City of Miami Beach and the belief of its Mayors and Commissioners in the vision and leadership of Founding Artistic Director/CEO Edward Villella; and WHEREAS, Miami City Ballet performed for the first time on October 17, 1986 at the Gusman Center for the Performing Arts with a plucky troupe of 19 dancers and now comprises 50 brilliant dancers who have performed to universal critical acclaim in major venues and festivals across America and abroad; and WHEREAS, Miami City Ballet is a cultural jewel that has helped to create the City of Miami Beach’s image as a major center of artistic innovation and an important cultural destination; and WHEREAS, Miami City Ballet, brilliantly and lovingly guided by Edward Villella, is now recognized as one of this country’s leading classical ballet companies with an international reputation for artistic excellence and has established the Miami City Ballet School, which is regarded as one of the best pre-professional training academies anywhere, with an international roster of over 300 students: and WHEREAS, Miami City Ballet is about to celebrate its Silver AnniversaryNOW THEREFORE, DO I, Matti Herrera Bower, as Mayor of City of Miami Beach, hereby proclaim October 15, 2010 as MIAMI CITY BALLET DAYIn the City of Miami Beach MAYORMatti Herrera BowerOctober 15, 2010

MCB Presents “Ballet For Young People” On Oct. 16 At Adrienne Arsht Center. All Tickets $10!

MIAMI CITY BALLET PRESENTS’BALLET FOR YOUNG PEOPLE’SATURDAY, OCTOBER 16, 2010ADRIENNE ARSHT CENTERZIFF BALLET OPERA HOUSEONE HOUR FAMILY PROGRAM FEATURESFANFARE WITH OPUS ONE ORCHESTRA AND WESTERN SYMPHONYALL TICKETS $10!Miami Beach, FL (Sept. 30, 2010) — It’s that time of the year, once again, when Miami City Ballet’s internationally and critically acclaimed company of 50 dancers presents the opening program of Ballet for Young People. The one-hour performance takes place at the Adrienne Arsht Center Ziff Ballet Opera House on Saturday, October 16, 2010 from 2pm-3pm. ALL TICKETS ARE ONLY $10 and on sale in person Monday-Friday (10am-5pm) at Miami City Ballet Studios, 2200 Liberty Ave., Miami Beach or by phone at (305) 929-7010 or toll-free (877) 929-7010. Tickets are also on sale online 24/7 at miamicityballet.orgBallet for Young People will feature two entertaining ballets that the entire family will love, sure to make dance fans out of children who have never seen a live dance performance:• Jerome Robbins’ Fanfare, an enchanting and bright take on Benjamin Britten’s The Young Person’s Guide to the Orchestra, opened the company’s 25th Anniversary Season specially to welcome back the Opus One Orchestra. Robbins created Fanfare in 1953 to honor the coronation of Queen Elizabeth II. Each instrument in the orchestra is represented by the dancers on stage making for a light-hearted entertainment. • George Balanchine’s Western Symphony is a joyous romp set to themes based on traditional western songs, traditions and myths. Balanchine created the ballet out of his fascination for the American Wild West. The ballet merges Wild West stereotypes, classical ballet conventions and familiar songs, including ‘Red River Valley’ and ‘Good Night, Ladies’ offering the audience a seemingly incompatible combination and a good deal of humor – ending in a rip-roaring, full-company finale.Ballet for Young People at the Adrienne Arsht Center for the Performing Arts, Ziff Ballet Opera House, 1300 Biscayne Blvd., Miami, Saturday, October 16, 2010 from 2pm-3pm. All tickets are only $10 and on sale in person Monday-Friday (10am-5pm) at Miami City Ballet Studios, 2200 Liberty Ave., Miami Beach or by phone at (305) 929-7010 or toll-free (877) 929-7010. Tickets are also on sale online 24/7 at miamicityballet.org.Tickets are also on sale in person at the Adrienne Arsht Center box office, by phone at (305) 949-6722 or online at arshtcenter.org.###About Miami City BalletCritically acclaimed by The New York Times, Miami City Ballet (MCB) was founded in 1985 by Artistic Director Edward Villella. The Company has 50 dancers, and a repertoire of 88 ballets which they perform in the four home counties of Broward, Miami-Dade, Palm Beach and Collier, and around the world. MCB maintains its headquarters in Miami Beach in a facility designed by renowned architectural firm Arquitectonica. The facility houses rehearsal studios and administrative offices as well as the Company’s school: Miami City Ballet School. Visit us at www.miamicityballet.org . You can also ‘like’ us on Facebook or follow us on Twitter.

MCB’s 25th Anniversary Season Opens With Program I Featuring The Company Premiere Of Fanfare To Welcome Back The Live Orchestra. MCB Founder Toby Lerner Ansin To Be Honored.

50 DANCERS! FOUR COMPANY PREMIERES! LIVE ORCHESTRA RETURNS! MIAMI CITY BALLET’S 25TH ANNIVERSARY SEASON OPENS WITH PROGRAM I FEATURING THE COMPANY PREMIERE OF JEROME ROBBINS’ FANFARE TO WELCOME BACK THE COMPANY’S LIVE ORCHESTRA. EDWARD VILLELLA TO PERFORM IN FANFARE AS THE NARRATOR.Program I also features George Balanchine’s BUGAKU and THEME AND VARIATIONS.MCB FOUNDER TOBY LERNER ANSIN TO BE HONORED ON STAGE OPENING NIGHT, OCTOBER 15ADRIENNE ARSHT CENTER FOR THE PERFORMING ARTS 1300 Biscayne Blvd., Miami October 15 & 16 at 8 p.m., October 17 at 2 p.m.Miami Beach, FL (Sept. 28, 2010)

Ballet Trailblazer

A Bayside native who turned a rough-and-tumble childhood into a life of plies and pirouettes is returning to New York to mark a major milestone.

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