The desire for a clearer identity, increased revenues and greater community impact is driving recent changes at the Carolina Ballet Theatre (CBT).
One of the first points of concern is clearing up just who CBT is and what it does, said Executive Director Anita Sleeman. Although the independent nonprofit professional company legally carries the CBT name, the for-profit school Dance Arts Inc. is commonly known as the School of Carolina Ballet Theatre. The two groups split several years ago, but both kept the name, offer public classes and have one common studio location, creating lingering confusion for the public and for donors.
Putting more energy into its outreach program might help solve the problem, Sleeman said. “I put it to the board that we really need to invest in this program, which would benefit the company both financially and also for marketing.”
She said it’s a challenge to spread the word about an activity that scares people, which is why the group is using the CBT acronym rather than the full name as much as possible.
“Selling ballet – talk about the hardest thing in the world to sell,” she said.
In fact, the CBT outreach program has added a slew of community classes for 2014 that go far beyond ballet. With an emphasis on movement, the nonprofit is introducing classes that are truly unique offerings for adults in this area. They include modern dance and Alexander Technique, and Friday-night dance parties. Prenatal and senior classes target more specific audiences.
There is also an innovative partnership with Steadman Hawkins Clinic of the Carolinas, which specializes in orthopedics and sports medicine. CBT is working with the clinic on research that examines dancers and student performers such as marching band members and athletes. The two are currently partnering on a study on injury prevention.
Performing arts medicine is also a new venture for Steadman Hawkins, said Jocelyn Szeto, sports medicine fellow. She said the goal is to establish CBT as a hub for community outreach and education for professional and pre-professional dancers about health issues.
Sleeman sees the work with Steadman Hawkins as a chance to position CBT as more than just a place to take dance classes, but also a catalyst in improving community health.
As CBT reworks its business model, Sleeman said discussions are ongoing about which services CBT and Dance Arts Inc. will claim in the market, or whether they might someday combine operations in some way.
“Those are discussions that take years to figure out,” she said.
