2 min read October 2023 — Invest: spoke with Vanessa Logan, executive director of the Texas Ballet Theater, about the massive increase in first-time ticket buyers and visitors to the ballet as well as the legacy of storytelling through ballet at the theater. “There is a moment of connectedness that you can only get at a live theater performance and through ballet specifically,” she said.
What are the theater’s current goals and how are you meeting those goals?
The overarching goal remains the same. We want people to experience the highest caliber of classical, neo-classical or contemporary ballet on stage or in the studio. Our hope is that we bring a balanced season of story-telling with inspirational repertoire that evokes emotion or an appreciation of the artistic athleticism of this art form.
We have focused our attention on engaging the community with the goal of inspiring people to return to the theater. Live performances for the community in real time are not just important, they are magical!
Our effort beyond the stage performance has been focused on creating an enjoyable experience that starts with customer service at the box office and continues with a fun and engaging front of house interaction. A few highlights are our wonderful box office staff, welcome reception center and a show-specific miniature set in the lobby (this is an Instagram-able moment!).
Our Artistic Director, Tim O’Keefe, is carrying on the legacy built by Artistic Director Laureate Ben Stevenson,O.B.E. As the dancers at TBT share their talent and energy, they envelop the audience and invite them on stage. We hope that we can begin this spirit of connectedness pre-show and afterwards.
What changes have you seen in the industry over the last few years and how do you plan ahead?
There has been a bigger emphasis on collaboration. The DFW arts community has banded together more regularly over the past three years in different ways. Today, this continues. We are sharing best practices, looking at opportunities to share resources, and finding creative ways to support one another professionally and artistically. Texas Ballet Theater is excited to once again partner with The Dallas Opera as we invite the orchestra to perform for our season opening of Ben Stevenson’s O.B.E. Dracula at the Winspear Opera House.
Globally, the ballet industry is working to tell diverse stories, highlight new work and continue to create a work environment that centers on the mission and creates a sense of belonging for all.
Texas Ballet Theater plans each season two years in advance. In programming a season, Mr. O’Keefe takes into consideration what will challenge and inspire our dancers, what our patrons are excited to see, and what new voices he hopes to share with the community. He builds a season on the foundational vision of preserving classical ballet, and expands the perception of ballet with neo-classical and contemporary repertoire. These goals are easily stated, but challenging to achieve. The tasks of balancing a season’s finances, and scheduling choreographers, designers, and theater dates are only a few of the essential pieces in crafting a season. As co-leaders of TBT, Mr. O’Keefe and I are grateful to our colleagues who are instrumental to this process..
What is the role of the theater as an economic driver in North Texas?
It is important from a quality of life and economic perspective to have a professional ballet company in DFW. When you think of our patrons—local, national (from all 50 states), and international—and use a $1.38/$1.00 multiplier to see what those patrons do for the economy, and then add in the 200 people we employ throughout the year, you will see an important contribution to the local economy. TBT’s $3,907,153 of Ticket Sales Revenue from the 22-23 Season contributed $5,391,871.14 in additional sales revenue across the DFW Metroplex.
How do you innovate with technology at the Texas Ballet Theater?
Texas Ballet Theater retains the extraordinary talent of Woodfilmmakers. They are a source of immense pride for us, and we are committed to their continued involvement. Their work enhances our social media with engaging clips which fosters community interaction. Exciting pre- and post-show activities are on the horizon, alongside gift giveaways. Our staff and dancers share a genuine passion for our mission, infusing every performance opportunity with enthusiasm. In addition, we are implementing a variety of tools to optimize the administrative part of the organization to focus on more effective and lean operations.
What are some challenges or opportunities for the North Texas tourism industry?
Over the past few years, North Texas has witnessed a significant population influx, leading to an exciting surge in interest in the performing arts. This translates to a fresh wave of ticket buyers, but managing this growth poses a challenge. We aim to make the ballet accessible to all with reasonably priced tickets starting at $20. This ensures that anyone who wants to come to the ballet can come to the ballet.
The unique essence of Dallas and Fort Worth, distinct yet fascinating cities, contributes to the rich cultural fabric of the DFW area. DFW is an extraordinary place of culture with performing and visual arts. This region has become a cultural hub, attracting tourists seeking a wide variety of experiences. This emerging status as a destination holds immense potential for boosting tourism.
Navigating the path ahead, the North Texas tourism industry faces a combination of challenges and opportunities. Balancing the demand for cultural experiences with the capacity to accommodate a growing audience is a significant challenge. On the flip side, the region’s evolving reputation as a cultural haven presents a huge opportunity to harness tourism growth, a trajectory shaped, in part, by the vibrant arts and culture landscape.
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