Royal Winnipeg Ballet: Addressing Dance Through the Box Office

When the Canada Council for the Arts obtained supplementary Funds from Parliament in 2006, it encouraged the arts community to think big. The Royal Winnipeg Ballet turned to its strategic plan.

The ballet company had several projects on its wish list that would help it accomplish its long-term objectives. One of them was to evaluate its sales strategies both in Winnipeg and on tour, with the aim of increasing ticket sales and ultimately, strengthening the financial health of the Ballet.

The Ballet hired Target Resource Group which has worked with nearly every major dance company in the United States including, most recently, Les Grands Ballets Canadiens de Montréal.

The firm began by conducting a sales audit, assessing current practices against best practices and recommending changes. 4 areas were covered: cost of sales, sales management, demand management, and patron loyalty.

Today, the Ballet is proud to confirm the set up of new strategies with respect to selling and pricing, and the hiring of a sales manager and box office staff. A testimony to the success of this shift: “Through targeted strategic offers, we increased our attendance on our slowest night to better or equal other performance nights”.

Conclusive benefits indeed given that the Ballet gives over 100 performances every season.