North Carolina Dance Theatre 800 North College St. Charlotte, N.C. 28206 (704) 372-0101 www.ncdance.org Reviewers from New York to North Carolina have called NCDT “stunning," “versatile" and “a pleasure to behold." The 30-year-old company emerged from the North Carolina School of the Arts to become one of the most successful touring companies in America. Its classically trained dancers bring passion and personality to a versatile repertoire ranging from full-length classical ballets to innovative contemporary works.
Community Impact The evaluation used both quantitative and qualitative research methods to assess the MSO’s impact on the community. When possible, the 1998 research was designed to replicate the 1995 study in order to provide pre- and post-MSO measures. The evaluation included a public telephone survey, an audience telephone survey, a series of four focus group discussions and an analysis of the aggregated customer data file. This portion of the evaluation was designed to provide intermediate benchmarks for the Foundation and the MSO to begin to track measures of community impact. The results also help identify needs and opportunities for program planning.
Ticket buyers acknowledged improvements in the frequency and quality of marketing efforts, and occasionally recognized particularly effective creative strategies. The evaluation cannot demonstrate causality between these findings and the work of the MSO, but the research results are generally consistent with the other findings. With the consent of the Charlotte Symphony Orchestra, its ticket buyers were included in the audience survey to add context. While anywhere from 51 percent to 83 percent of the various audience groups said the quality of promotional materials had improved over the past three years, respondents were not able to offer specifics in open-ended questions. NCDT buyers were the most likely of all five groups to recognize improvements, while Charlotte Rep and Blumenthal Center buyers were least likely to recognize improvements. Symphony buyers also perceived gains in the quality of symphony promotional materials, although that group was not part of the MSO. When asked what specific promotional materials they recalled, respondents mentioned brochures most frequently — particularly NCDT’s “The Other Athletes in Town" campaign, which also came up in the focus groups on an unaided basis. To varying degrees, most buyers reported gains in their levels of awareness of the groups’ programs over the past three years. But the differences among groups are telling. Opera subscribers were least likely to report gains in awareness. Opera single ticket buyers (STBs) reported the largest gains in awareness levels. Blumenthal, Charlotte Rep and NCDT subscribers all reported similar figures — about 60 percent said that they are “more aware" of programs now than they were three years ago. About 45 percent of NCDT subscribers and single ticket buyers said they are “more involved" with the organization now than they were three years ago. Symphony and opera STBs also reported being more involved, but subscribers to both groups, and the opera in particular, were much less likely to report higher levels of involvement. This may be due to a higher incidence of first-time attenders in the STB groups. Performing arts center subscribers also reported relatively modest gains in involvement levels.
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North Carolina Dance Theatre
Audience Survey
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In addition to years of extensive national touring, several successful New York appearances and two European tours, NCDT has performed at major dance festivals across the United States, including the Spoleto Festival, the American Dance Festival and DanceAspen. Founded by Robert Lindgren in 1970, NCDT has enjoyed the inspired creative vision of the late Salvatore Aiello and current Artistic Director Jean-Pierre Bonnefoux. The company performs in the Belk Theater of the Blumenthal Performing Arts Center.