Emily Schoen has found that one way to market dance to millennials is to turn your performance into a party.
What gets 20-somethings to dance performances? It’s the million-dollar question on the minds of presenters, directors, dancers—basically anyone who has a stake in the future of our field.
One possible answer? Turn your performance into a party.
Last week I went to a show at the Brooklyn Brewery put on by Keigwin + Company dancer Emily Schoen, who runs her own small troupe, Schoen Movement Company
. For the price of a ticket, you also got a free beer and a free dance class the next day taught by the choreographers themselves.
Sure, lots of dance companies produce site-specific
work. And others
offer free beer after the show or during intermission. But here, the audience—almost entirely made up of millennials—sipped their drinks and ate food from a pop-up BBQ stand (yes, this is Brooklyn) as they followed the dancers around the space, kind of like an immersive show
, but more informal. “Drink breaks” were built into the program. And, keeping costs down, instead of a paper program, you could look up info…[read the full article at dancemagazine.com]