There are two looks of a dance company. The dream-like state that the audience sees on stage, and then there is a reality to it. Being apart of the dance world since I was a child and understanding all aspects of the business side is important to running a dance company.
First you have the mission of the company. The message that the company is driven on. It should only be a few sentences long, and should be the basis of the company’s story. If a reader can’t figure out what your company is about based off the mission statement you need a new one. Next you have the artistic vision of the choreographer. There needs to be a way to present his/ her vision to not only to the general public through marketing, but to current and potential donors.
This brings me to the administrative offices. First you have the marketing team. The marketing team is what makes the company look good visually. For the marketing team you need photos shoots to happen at least once a year. This will allow new works to be photographed, new dancers to be highlighted, and old works that are coming out of retirement back into the current repertoire to be photographed with new casting. Next you have the development team. The development team writes the grants, researches foundations and government funding, does solicitations to individual donors, courts donors for major gifts, organizes and manages capital campaigns, and is the go to person for managing and maintaining relationships with the donors. A good development team is key to having a successful dance company because they are the ones bringing in the funds to keep the artistic product moving forward to new opportunities.
Since we are talking about money you need an excellent finance person who can be sure to monitor all areas of the company so overspending is not happening. Obviously, there is that old saying “it takes money to make money” but in a nonprofit it is vital to be breaking even. It becomes increasing difficult if the company gets into a financial hole to get out of it because not only can any one see your financial numbers if you are in the negative for multiple years, it will be difficult to convince a donor they are not giving to a black hole or that you are unable to handle your funding positively.
Finally, you have the management and executive staffing like the company manager. This person is equally important to artistic side as well as the administrative side because they are like a ping pong ball bouncing back and forth playing the in-between to presenters, lawyers, publicists, dancers, teachers, travel companies, record and publishing labels, and of course the executive and artistic director to be sure that the company is on the same page. It is vital that this person can work well under pressure, multitask, and understand the importance of what is a priority.
The next time you go see a dance company remember that all the people that work behind the scenes are just as important as the choreographers and the dancers; and without them, the inner working of the company would fall apart.