Ballet San Jose Silicon Valley

Filing Period

Jul 1, 2011 to Jun 30, 2012

Signed

May 14, 2013

Return Version

2011v1.5

Gross Receipts

$4,448,769

Mission

Major Activities

Activity 2

Training:established in 1996, ballet san jose school is the official school of ballet san jose and served over 400 students in 2011-2012. The school provides year-round primary, pre-professional, and open training for students age 3 to adult. Led by dalia rawson, principal, the school faculty includes members of the ballet sj artistic staff and alumni, and other prominent teachers. Over 75 students were given opportunities to perform with the professional company at the san jose center for performing arts in the nutcracker and in cinderella. In february, the school announced the establishment of a new trainee program, providing advanced students with experience working with the professional company while training with the school. In june, the school became the exclusive american ballet theatre certified institution on the west coast by implementing the abt national training curriculum, a breakthrough program that combines high quality artistic training with the basics of dancer health and child development, and consists of a comprehensive set of age-appropriate, outcome-based guidelines to provide the highest quality ballet training to dance students of all ages and levels. Ballet san jose school hosted the first of three consecutive teacher training sessions for abt's ntc in june 2012 for its company dancers, faculty, and other dance educators from around the country.education:the objective of ballet san jose's education and outreach programming is to bring the joyful experience of dance to our community - beginning with the children and families in our own neighborhood - by sharing and teaching the incomparably beautiful and disciplined art of classical ballet, instilling appreciation of the performing arts to build future audiences, and engaging underserved populations in the inspiring experience and invigorating creation of art. In 2011-2012, tours of the ballet san jose studios were provided to students with an up-close and behind-the-scenes view of the professional ballet company, serving 300 1st through 3rd graders from public schools in santa clara county, including local home school students, and 100 adults. Free weekly ballet classes were provided for students who attended these tours at ballet san jose school for a full semester, including full school uniforms. Despite the city's elimination of the arts express program that had previous made its student matinee program possible for thousands of students, in may 2012, ballet san jose introduced a new educational matinee program that provided over 800 free tickets to disadvantaged students and their families to a matinee performance of cinderella with interactive pre-performance activities and ballet workbooks.

Activity 3

Marketing/publicity - under ms. Ziesel's direction, numerous projects were implemented to enhance the public profile of the company. To that end, a new logo, new website, and new designs to the marketing and advertising collateral presented an upgraded and contemporary company image.the installation of tessitura software, a ticketing and donor database management system has already improved staff ability to assemble and analyze patron data, allowing for tailored list making and reports, donor source tracking, targeted appeals, special event invitations, patron affiliations and associations, etcsignificant positive results were realized in a fourth year of subscription sales campaigning, led by a professional telemarketing firm. Total subscribers exceeded the numbers in 2008-2009 by ~24% (from 2500 to 3200). The sales campaign remained active through the month of february, by offering mini-subscriptions for the final three programs in the 2009-2010 season.the marketing, publicity and advertising strategies of ballet san jose have evolved with an increased use of digital and social media, in conjunction with a diminishing reliance on print media. Print media still accounts for 33% of our single ticket sales, according to recent audience surveys, but return on investment was going down due to the increased rates at our major source, san jose mercury news. In response to that we are continuing our frequency of ads, but reducing the number of column inches per ad to save marketing dollars. To further stretch those dollars, we bundled our buy at the mercury news with the silicon valley community newspapers (weeklies) and the daily newspaper group (peninsula dailies).in fy10, ballet san jose again decided to manage our direct mail campaign database in-house, comprised at this time of more than 24,000 names. This segment of our marketing campaign still accounts for approximated 35% of single tickets sales. Additionally, our database of email addresses for social media e-blast advertising and website linking exceeded 7,000 names in 2010. This is a multi-source list of online ticket buying patrons, season subscribers, and email addresses collected through various promotional opportunities offered via advertising and publicity channels. Eblast have been sent out 2 to 3 weeks prior to each show's opening.ballet san jose has been successful using tv advertising on a select array of cable networks (e.g., a&e, discovery, history channel, lifetime, food network, etc.) the advertising strategy in fy10 entailed signing a full-year contract with comcast, allowing for a greater frequency of advertisements for a lesser component of the marketing budget and signing a trade agreement to expand the geographic reach of our spots into the gilroy/morgan hill market area. The paid portion of the budget is relegated to the san jose and mid peninsula zones. Ballet san jose continues to purchase radio advertising as well, again on select radio stations(e.g., kdfc classical music, kliv news cnn affiliate, kgo and ksfo talk radio, and radio disney during nutcracker).

Filer

EIN

94-2894849