Atlanta Ballet takes first position as the hottest arts organization in the city

        Photo courtesy of Atlanta Ballet         

Walking through the halls of the Atlanta Ballet you have to be careful not to bump into one of many children running into a classroom or heading to the computer lab. Classes at the institution are full of children from various backgrounds, races, and cultures excited to learn the foundations of dance. It’s ideal of what the ballet should be, but in a room just down the hall during a preview of an upcoming performance the scene is very different.  

Among those in attendance of the preview are men and women, but not one Black or brown face, and hardly anyone below the age of 30. It’s a problem AB is grappling with and though the issue of diversity and attracting younger audiences is common among ballet companies nationwide, AB is developing strategies to reverse the trend. John McFall, artistic director of AB, and Arturo Jacobus, executive director of AB, are aware of the lack of diversity facing the 85 - year-old institution. Despite the current obstacles, McFall and Jacobus are determined to make AB the hottest arts organization in Atlanta.  

 

Taking a risk  

"You have to lead with artistic vision and you have to distinguish your organization and yourself," McFall says. "You have to do something no one else is doing and be the best at it."  

AB is engaging a younger audience by taking risks to create a company known for pushing the envelope. At the core, McFall says it’s about connecting with the community and being a reflection of those who live in it.  

"Dance is not about an illustrious history. It’s about us, now in the moment," McFall says. "It’s about engaging the future and the community."  

And if that means taking the European discipline and mixing it with Southern hospitality then McFall is up for the challenge. As Artistic Director of AB, McFall gives his choreographers creative freedom resulting in exciting and timely works. In 2011, "Home in 7," a piece featuring award winning poet Marc Bamuthi Joseph, choreographer Amy Seiwert, and violinist Daniel Bernard Romain drew a large audience opening night and then dwindled as time went on.  In 2008, the ballet performed "Big," a collaboration with Antwan "Big Boi" Patton – half of the Grammy Award winning rap group Outkast- which also created a buzz that quickly fizzled out. When integrated with modern music and performances, the ballet garners a diverse crowd, but McFall knows it’s going to take more than a few performances with popular musicians to see young urban professionals at AB on a regular basis.  

 

There are no Black dancers  

It's difficult to lure more Black audience members to AB with the lack of color in the actual company. To date AB has Asians, South Americans, and Europeans, but there is not one Black dancer in the company. Jacobus admits the lack of Black faces in a company based in Atlanta, the new Black mecca in the U.S., is a drawback.  

"It’s not as diverse as it could be and there are no African-Americans represented," he says. "That’s not good, especially for a company based in Atlanta."  

McFall is also very aware of the situation. He found himself scratching his head over the predicament and realizes the process of attracting a hot young Black dancer may not be easy because he’s competing with other interests and other companies.  

'There’s not a plethora of African-American dancers in North America," McFall explains. "The Netherlands and Cedar Lake produce more edgy stuff and the African- American dancers tend to want to audition there. I’m also competing with Alvin Ailey."  

Right now, AB is working on diversifying the board of trustees and has brought on two Black Americans in the last two years. But they are being very strategic with inviting anyone new to join the company. Jacobus says John is out looking for brilliant dancers.  

"It’s a question of diversity and perfection," Jacobus says.  

Rebranding a centuries old tradition

 Atlanta Ballet – Chief Advancement Officer Steven Libman,
 President and CEO Arturo Jacobus, Trustee Lynda Courts
Board Chair Allen Nelson, Artistic Director John McFall,
                Centre for Dance Education Dean Sharon Story              

Currently the organization is focused on a rebrand and it's all hands on deck. AB began hosting socials like Single in the City and Wabi Sabi to make the ballet and its members more accessible. The events are targeted at young patrons and allows them to meet the dancers in a more casual setting. The team's efforts are being noticed. In 2014 AB was recognized with the Governor's Award for Arts and Humanities for the ballet's commitment to the preservation and promotion of Georgia’s culture and heritage. It’s a matter of being proactive says McFall who wants to pique the curiosity of future attendees.  

"You don’t just wait for people to walk through the door," McFall says. "The vision is to position ourselves to be the premiere arts organization in Atlanta. We want to be provocative and interesting to people."  

The marketing strategy is working, last year AB exceeded their capital campaign goal leading the executive director to raise the goal from 14.2 million to 19.8 with the final tally at 20.7 million. The largest fundraising campaign to date, the Capital Campaign supported the purchase and renovation of the Michael C. Carlos Dance Centre, return of the Atlanta Ballet Orchestra, expansion of the endowment, establishment of a cash reserve fund and the establishment of an artistic innovation fund. The provision for a cash reserve and an artistic reserve allows AB to function more effectively.

Jacobus remains firm that the attention should be on AB carving out a unique niche for itself and concentrating on the creative component of the ballet resulting in more artistic freedom. Tara Lee, principal dancer at AB, says she appreciates having a director who embraces creative independence.

 
"It’s amazing and an incredible luxury to have that much freedom," Lee says. "It’s daring and adventurous in its own right." 

McFall says the repertoire is too new to predict if it will be substantial, but he’s noticed a shift in how the audience receives the work. There are new faces in the seats representing almost every neighborhood in Atlanta - a direct result of the marketing efforts and collaborations. Jacobus believes the combination of artistic works, community outreach, and bold approach to traditional dance is what makes them stand out from other companies. There’s no doubt it’s working says McFall who anticipates a future of the ballet that looks and feels more progressive.  

"When people become aware that we’re a little bit different as an organization we’ll see even more of a change."