I had emailed a list of questions to the communications coordinator at the center last week. I don’t know if he passed them on to Brendan or if Brendan just happened upon the entry since he says he is jumping in to the conversation. In any case, he answered all my questions an more. His outline of the plans for the new position in affinity marketing are very interesting.
What was really unexpected were his plans to adopt the approach Santa presented Macys in Miracle on 34th Street and send patrons to his competitors.
“If they are lovers of modern dance, traditional thinking would say not to let our patrons know about something going on at another venue. I disagree. We cannot stand in the way of an enthusiast finding out about a performance in another venue, so why don’t we take the high road and be the first to deliver that message to them. If there is a way we can bring value by offering up their interests to the table, it just helps to build our relationship with those patrons even further. Eventually, some can look to us as the source of information for their theater and entertainment interests.”
Is this sort of idealism foolish or is it going to work like it did in the movie and endear the center to the public? If I am a philanthropist living in Miami, I don’t know if I couldn’t help but be impressed by their boldness.
Also, if other performing groups start sending their seasons to the center for dissemination, it gives the center a better sense of what is out there so they can plan their offerings accordingly.
I will try to remember to check back in a year once they have an affinity person in place and see how things turned out and what changes they are planning to effect. It’ll be interesting to see.