Revelations About Alvin Ailey American Dance Theater’s Patron Relations

I’d like to share my first-hand experience with excellent patron relations during Alvin Ailey American Dance Theater (AADT)’s performance in Seattle on March 29, 2008**.

The very first part of the show, before any dancing, was a 12-minute promotional documentary titled “Alvin Ailey American Dance Theater at 50 – a Golden Anniversary Celebration.” I mentioned this same video in my earlier post “What Would You Include in a U.S. Culture Night?” You can view it on AAADT’s Web site here.

I experienced the other major patron relations element during the first of two intermissions. In my program, I saw that “Flowers” (1971) was the next dance. Under its description in the program was a note:

“AileyConnect: 212-514-0010 (Free Call*)
To learn more about Flowers simply press 8#.
*Free service. Cell phone minutes apply.”

So of course I called this, and I suggest you do the same. I listened to a short introduction on AileyConnect in general, and after pressing 8#, I listened to three dancers including the current star of “Flowers” speak about their interpretations of and experiences with the ballet. At the end of the narratives, the recording offered me a special text message if I pressed “*.” I did, and received the message, “FUN FACTS did you know? When first choreographed, Revelations was performed with only six dancers.” I proceeded to relay my summary of the information I heard to my mother as soon as she took her seat again, which prompted a short discussion.

Following are marketing and public relations theories AAADT applied to patron relations at this show:

Video – Dance is a moving medium, and AAADT’s choreography is bite-friendly. Additionally, many of the company’s artistic leaders are animated and charismatic, making them good spokespeople.

Using education as a way to develop and retain audiences – This is the first time I’ve heard recorded audio explanations of art anywhere but a museum.

Exclusivity – I assume that most, if not all people who use AileyConnect are patrons who see it in a program, though anyone could dial the number if they knew it. I had to search the AAADT Web site to find it here.

Peer ambassadors – My mother and I already had a high opinion of AAADT before that show, considering that we paid about $50 per ticket, but I later relayed information from both the video and AileyConnect to my friends in family in my own words.

The Place in PPPP of marketing – We were a captive audience of both the video and AileyConnect. What else was I supposed to do during the first of two intermissions?

After I got home that night, I changed my Facebook “About me” section, which had been empty for months, to, “ I want to join the marketing team for the Alvin Ailey American Dance Theater some day.” 

**It would be border-line unethical for me not to add the following disclaimer: I interned for Seattle Theatre Group, the presenter of this performance, this past summer. One of my main duties as a marketing intern was to I enter this show along with the other 51 shows in our season into about 30 Web calendars.

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