PITTSBURGH BALLET THEATRE
Pittsburgh Ballet Theatre School & Programming Expansion Project Final presentation April 21, 2014 Master of Arts Management, Carnegie Mellon University Sophia Ahn Jillian Brinberg Angela Choi Diana Cwerenz Shannon Huang (Project Manager) Weixi Li Laura SanBoeuf Yuan Zhou Kathryn Heidemann (Advisor) 1
PITTSBURGH BALLET THEATRE
Pittsburgh Ballet Theatre School & Programming Expansion Project Project Team Advisory Board Liaison
Treasurer
Project Manager
Sophia Ahn
Jillian Brinberg
Angela Choi
Diana Cwerenz
Shannon Huang
Weixi Li
Laura SanBoeuf
Yuan Zhou
Performing Visual • Marketing • Strategic Planning • Project Mgmt.
Performing
Visual
Visual
Performing Visual • Development • Special Events • Project Mgmt.
Visual
Performing
Visual
• Project Mgmt. • Educational Outreach • Programming
• Marketing • Development • Financial • Project Analysis Mgmt. • Development • Community Outreach
• Comm. Design • Research • Exhibits Curation
• Programming • Clarinetist • Research • Symphonic • Project and Chamber Mgmt. Music • Yoga instructor
Advisor Kathryn Heidemann 2
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION
3
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION 4
PITTSBURGH BALLET THEATRE I. INTRODUCTION – Advisory Board I II
John Elliott President, Elliott Marketing Group
Cookie Ruiz Executive Director, Ballet Austin
Julia Erickson Principal dancer, Pittsburgh Ballet Theatre
Ari Lightman Professor, Carnegie Mellon University
Jessica Ryan Manager of Education and Community Programs, Pittsburgh Symphony Orchestra
Anne Madarasz Museum Division Director/Director of Western Pennsylvania Sports Museum
Emily Rybinski-Benish Senior Data Analyst, Elliott Marketing Group
Chris O’Connell Senior Data Analyst, Elliott Marketing Group
Pattye Stragar Fitness Operations Manager, Carnegie Mellon University
Vicki Parsons Butler Community School Director, Ballet Austin
Laura Synnott Professor, Carnegie Mellon University
Mark Wessel Professor, Carnegie Mellon University
III IV V
Kate Prescott President, Prescott & Associates
5
PITTSBURGH BALLET THEATRE I. INTRODUCTION – Pittsburgh Ballet Theatre Clients I II III IV V
Harris N. Ferris
Executive Director, Pittsburgh Ballet Theatre Aaron Rinsema
School Operations Director, Pittsburgh Ballet Theatre Aimee DiAndrea
Director of Marketing and Communications, Pittsburgh Ballet Theatre
6
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION 7
PITTSBURGH BALLET THEATRE II. PROJECT – About Systems I II III IV V
Systems Synthesis is the second-year project course for students in Heinz
College’s School of Public Policy and Management. The project embraces four educational goals that synthesize the Heinz College experience: •
Develop problem structuring and solving skills
•
Develop project management, teamwork, and communication skills
•
Provide a capstone experience that integrates and synthesizes coursework
•
Provide a “real world” organizational experience
8
PITTSBURGH BALLET THEATRE II. PROJECT – About Pittsburgh Ballet Theatre I II III IV V
Mission
Pittsburgh Ballet Theatre is a community based and internationally recognized professional ballet company that performs traditional and contemporary ballets and develops innovative works. It seeks to perpetuate excellence in the art of ballet through performances, superior training of student dancers and community engagement initiatives. The School
Today, Pittsburgh Ballet Theatre School is recognized as one of the nation’s finest schools for dance education and training. PBT School offers a thorough and wellrounded dance education for over 900 students of all ages, levels, and degrees of interest - taught by faculty and guest teachers of international acclaim. The School works to instill a long-term value of the art form in each student while emphasizing the study of diverse, high quality curriculum in a positive and inspirational learning environment. 9
PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II III
• Background
IV V
Children’s Division Student Division Pre-Professional Division Adult Open Division Classes Intensive Summer Program
Pittsburgh Ballet Theatre (PBT) offers superior
training to aspiring professional dancers. However, their current non-professional (open division) offerings are limited. In order to better serve the diverse wants of the
Pittsburgh community, PBT needs to provide more offerings for those who want to take high quality physical wellness classes, but not at a professional level. Pittsburgh Ballet Theatre is in the middle of a
capital campaign to expand their facilities, which provides them the opportunity to consider ways to address this issue.
10
PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II III IV V
• Background Prior to expansion o o o
A study on PBT School growth was administered Identified capacity constraints in studio space Prompted the launch of a facility expansion in 2009
Goals of expansion o o o o
Double school capacity by 2015 to over 60,000 square feet Facility will have new annex building with three additional dance studios and amenities Increase enrollment by 60 percent from 832 to over 1,300 students Enter a unique space in the market by extending class offerings beyond the elite training sector while upholding PBT’s core vision and mission
11
PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II III IV V
• Opportunity & Scope Statements Opportunity Statement
To maximize the potential of their new space, PBT must determine a mix of programming that will expand their open enrollment student base, while staying true to their reputation for superior training. Scope Statement
The Pittsburgh Ballet Theatre’s school expansion project will require the development of a programming plan for the expanded PBT School. This plan will utilize market research, trend analysis, and benchmarking of similar organizations in Pittsburgh and nationwide. The result of our findings will be a comprehensive program recommendation with accompanying justification for the decisions made, in order for PBT to effectively implement any recommendations. 12
PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II III
• Known Exclusions
IV V
Risk assessment Revenue projections Results dependent on architecture plans
13
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I II III
Midpoint-Presentation
MODULE 1 PURPOSE
IV
Setting direction for programming
V
FRAMEWORK INTERNAL ANALYSIS Internal interviews Customer survey
EXTERNAL ANALYSIS +
Competitor studies Context analysis
DELIVERABLES
• Keyword Diagram • Concept Directions 14
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I II
Internal Interviews
III IV V
Mind/body/ Inspiring art connection Appreciation of the art form
Prestigious Excellence
Inclusive Community Welcoming
15
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I II III
Internal Interviews Customer Survey
IV V Motivating Effective Rewarding Stress Mind/body/ Mind/body/ Inspiring relieving art art connection connection Appreciation Appreciation of of the the art art form form
Fun Energetic
Prestigious Challenging Excellence Invigorating Inclusive Community Welcoming Engaging
16
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I II III
Internal Interviews Customer Survey
IV V
Stimulating Empower
Competitor Studies
Encouraging
Inner strength Motivating Effective Rewarding Artistic
Stress Mind/body/ Mind/body/ Inspiring relieving art art connection connection
Remarkable High quality Innovative
Appreciation Appreciation of of the the art art form form
Enthusiasm Joy Energy
Fun Energetic
Adventurous
Prestigious Challenging Comprehensive Excellence Skillful Invigorating Inclusive Versatile Community Focused Welcoming Engaging
Accessible Affordable
Disciple
Community
17
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I II III
Internal Interviews Customer Survey
IV V
Competitor Studies
Lifestyle change
Mindfulness
Effective
Selfhealth Inspiring
Stimulating
Pain relieving
Empower
Encouraging Spectacular
Inner strength Motivating Effective Rewarding
Context Analysis Grounding Stress management
Artistic
Stress Mind/body/ Mind/body/ Inspiring relieving art art connection connection
Remarkable High quality Innovative
Luxury Innovative
Appreciation Appreciation of of the the art art form form
Physical Comprehensive Prestigious Challenging Enthusiasm Relaxing Ferociousness Excellence Skillful Joy Fun Invigorating Inclusive Rejuvenating Versatile Energetic Energy Community Focused Welcoming Specialization Adventurous Enjoyable Disciple Engaging Achievement Community Trendy Accessible Affordable
Inclusion Personalized
Social Engaging Accessible
Supportive
18
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I
Powerful Me
II III
Lifestyle change
Holistic Experiences
Effective
Mindfulness
IV
Empower
V Inner strength
Artistic
Stress relieving
Rejuvenating
Enjoyable
Enthusiasm Joy Energy
Trendy
Encouraging
Motivating Effective Rewarding
Stress management
Relaxing
Excellence in Training Spectacular
Remarkable
Luxury
High quality Innovative
Innovative
Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization
Fun Energetic
Adventurous Inclusion
Enrich
Mind/body/ Inspiring art connection Appreciation of the art form
Engaging
Beyond Fitness
Inspiring
Stimulating
Pain relieving Grounding
Self-health
Discipline
Community
Accessible
Affordable
Social
Engaging Personalized
Achievement
Accessible
Supportive
Wellness for Everyone 19
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I
Powerful Me
II III
Lifestyle change
Holistic Experiences
Effective
Mindfulness
IV
Empower
Grounding
Inner strength
Artistic
Stress relieving
Rejuvenating
Enjoyable
Enthusiasm Joy Energy
Trendy
Encouraging
Motivating Effective Rewarding
Stress management Relaxing
Enrich
Fun Energetic
Adventurous
Spectacular Luxury
High quality Innovative
Innovative
Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization
Inclusion Accessible
Disciple
Achievement
Community
Affordable
Social
Engaging Personalized
Excellence in Training
Remarkable
Mind/body/ Inspiring art connection Appreciation of the art form
Engaging
Beyond Fitness
Inspiring
Stimulating
Pain relieving
V
Self-health
Accessible
Supportive
Wellness for for Everyone Wellness Everyone 20
PITTSBURGH BALLET THEATRE
Wellness For Everyone PITTSBURGH BALLET THEATRE SCHOOL
The Dance Floor is Open! Personalized
Accessible
www.pbt.org/school
Inclusive
Community
PITTSBURGH BALLET THEATRE II. PROJECT – Module 1 Recap I
Powerful Me Powerful Me
II III
Lifestyle change
Holistic Experiences
Effective
Mindfulness
IV
Empower
V Inner strength
Artistic
Stress relieving
Rejuvenating
Enjoyable
Enthusiasm Joy Energy
Trendy
Encouraging
Motivating Effective Rewarding
Stress management
Relaxing
Inspiring
Stimulating
Pain relieving Grounding
Self-health
Spectacular
Remarkable
Luxury
High quality
Mind/body/ Inspiring art connection Appreciation of the art form
Innovative
Innovative
Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization
Fun Energetic
Adventurous
Engaging
Beyond Fitness
Excellence in Training Enrich
Disciple
Achievement
Community
Accessible Affordable Inclusion
Social
Engaging Personalized
Accessible
Supportive
Wellness for Everyone 22
PITTSBURGH BALLET THEATRE SCHOOL PITTSBURGH BALLET THEATRE
Powerful Me Motivating Through Achievement
Lifestyle change
Self-health
Effective
Motivating
PITTSBURGH BALLET THEATRE II. PROJECT – Framework & Process I II III
Final Presentation
MODULE 2 PURPOSE
IV
Create program recommendations
V
PROCESS Create Program List
Filtering: Phase 1
Research
Internal Scoring
Filtering: Phase 2
Laddering
Customer Survey Survey Analysis GIS Issue Identification Case Studies
DELIVERABLES
• Key success factors • Program recommendations with justifications 24
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION 25
PITTSBURGH BALLET THEATRE III-1. CREATE PROGRAM LIST – Research I II III
WHY
To create programming options based on concepts
IV V
HOW
Extracted typical class programs from successful
dance schools/organizations across the nation Solicited consultants’ suggestions
26
PITTSBURGH BALLET THEATRE III-1. CREATE PROGRAM LIST – Research I II III
RESULT WHY
31 programming options
IV V
Ballet
Barre-based classes
Silks/aerial
Contemporary
Ballroom
Samba
Modern
Meditation
House
Boot camp
Zumba
Bagua
Salsa
Flamenco
Self defense
Jazz
Pilates
Stretch
Yoga
Commercial dance
Core Conditioning
Tap
LA Blast
Outdoor
Irish
Musical Theater
Healthy living talks
Belly dance
Piloxing
Hip hop
Aerobics 27
PITTSBURGH BALLET THEATRE III-2. FILTERING 1 – Internal Scoring I II III
WHY
To determine programming options for Survey 2
HOW
Filtered the list of 31 programming options based on
IV V
relevance to PBT’s mission and feasibility considerations
28
PITTSBURGH BALLET THEATRE III-2. FILTERING 1 – Internal Scoring I II III
RESULT
19 programming options
IV V
Ballet
Barre-based classes
Silks/aerial
Contemporary
Ballroom
Samba
Modern
Meditation
House
Boot camp
Zumba
Bagua
Salsa
Flamenco
Self defense
Jazz
Pilates
Stretch
Yoga
Commercial dance
Core Conditioning
Tap
LA Blast
Outdoor
Irish
Musical Theater
Healthy living talks
Belly dance
Piloxing
Hip hop
Aerobics 29
PITTSBURGH BALLET THEATRE III-2. FILTERING 1 – Internal Scoring I II III IV V
RESULT
19 programing options were then grouped into the following
5 general themes:
Cultural Dance
Traditional Dance
Workshops
Flexibility
Strength & Aerobics
Samba
Ballet
Healthy living talks
Yoga
Boot camp
Salsa
Contemporary
Commercial dance
Pilates
Core Conditioning
Ballroom
Modern
Stretch
Barre-based classes
Flamenco
Jazz
Meditation
Belly dance
Hip hop
30
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Customer Survey I II III
WHY
To determine
1) The compatibility of programs with our selected concepts 2) The interests of the Pittsburgh market
IV V
HOW
Surveyed both PBT and non PBT affiliates, asking
them to rate each program based on: 1) Association with concept description 2) Interest Compiled 278 responses
31
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Customer Survey I II III IV
HOW
Weighted average responses to find the top 10
programs for each concept
V
Eliminated programs with a weighted average
interest of 2.75 or less
32
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Customer Survey I II III
RESULT
9 programming options
IV V
Cultural Dance
Traditional Dance
Workshops
Flexibility
Healthy living talks Commercial dance
Yoga
Boot camp
Pilates
Core Conditioning Barre-based classes
Samba
Ballet
Salsa
Contemporary
Ballroom
Modern
Stretch
Flamenco
Jazz
Meditation
Belly dance
Hip hop
Strength & Aerobics
33
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Geographical Information Systems (GIS) I II III
WHY
IV
To measure the saturation of the top 9 programming
options based on the local Pittsburgh market
V
HOW
Compiled a list of competitors for each program
within a 10-mile driving radius of PBT based on local Yellow Pages listings Consolidated or recommended partnership for any
programs with 25+ local competitors
34
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Geographical Information Systems (GIS) I II III
RESULT
Bootcamp: Consolidated
Yoga: Partnership
IV V
35
PITTSBURGH BALLET THEATRE III-3. FILTERING 2 – Geographical Information Systems (GIS) I II III
RESULT
8 programming options
IV V
Cultural Dance
Traditional Dance
Workshops
Flexibility
Strength & Aerobics
Samba
Ballet
Healthy living talks
Yoga
Boot camp
Salsa
Contemporary
Commercial dance
Pilates
Core Conditioning
Ballroom
Modern
Stretch
Barre-based classes
Flamenco
Jazz
Meditation
Belly dance
Hip hop
36
PITTSBURGH BALLET THEATRE III-4. LADDERING – Methodology I II III
WHY
IV V
HOW
To connect all of the criteria being used to evaluate
programs and synthesize the findings to create a final recommendation Considered the following 4 criteria simultaneously: o
Demographics
o
Issue-solving
o
Key success factors
o
Differentiation
37
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
III-4. LADDERING – Programs BALLET
BARREBASED CLASSES
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
ISSUES KSF
+a
V
PERSONA
IV
38
PITTSBURGH BALLET THEATRE III-4. LADDERING – Demographics I II III
WHY
IV
To consider what demographic groups would be
interested in the recommended programming options
V
Analyzed the first survey, which broke the population HOW
into target groups Obtained demographic information for each group Looked at the same demographic groups in the
second survey to match 6 demographic groups with their program interests
39
PITTSBURGH BALLET THEATRE III-4. LADDERING – Demographics I II III IV V
Program Preferences
Group
Demographics
PBT School Parents
40-46 Female 50-100k, 200k+
Flexibility Traditional
Free wi-fi Learn new steps Have fun Evening class times
PBT Audience
40-46, 54-60, 60+ Female, Male 50-100k
Flexibility Traditional
Sufficient parking, Have fun
PBT open division students
19-32 Female Less than 25k, 25-100k
Traditional Aerobic
Adult dressing rooms To be challenged Affordable classes
Professional students
Under 18, 19-25 Female, Male Less than 25k
Non-PBT; high income, older
40+ Female, Male 175k+
Flexibility Aerobic
Non-PBT; low income, younger
19-39 Female, Male 25-100k
Aerobic Healthy living talks
RESULT
Wants
Traditional Ability to work at own pace Healthy living talks
40
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
III-4. LADDERING – Demographics BALLET
BARREBASED CLASSES
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
PBT School Parents
PBT Audience 40-46, 54-60, 60+ F, M 50-100k
PBT OD 19-32 F <25k, 25-100k
Professional Students <18, 19-25 F,M <25k
Non-PBT 40+ F,M 175k+
Non-PBT 19-39 F,M 25-100k
KSF
ISSUES
40-46 F 50-100k 200k+
+a
V
PERSONA DEMO
IV
41
PITTSBURGH BALLET THEATRE III-4. LADDERING – Issues I II III
WHY
To determine which recommendations solve PBT’s
HOW
Interviewed 6 PBT key staff members
IV
current issues and challenges
V
Identified current issues from the interviews Summarized the issues and grouped them based on
the demographic groups being considered
42
PITTSBURGH BALLET THEATRE III-4. LADDERING – Issues I
II III IV V
RESULT
General Issues: o o o o
Offer high quality instructors Lower threshold to register Maintain excellence image of the brand Increase awareness of the school
Current Open division students o Increase engagement o Add adult dressing rooms o Bring students to the PBT performance more
PBT audience o Convert to students at PBT school o Increase awareness of the school Professional students o Increase opportunities on stage o Increase the retention rate of students Parents o Utilize time wasted waiting for their children 43
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
III-4. LADDERING â&#x20AC;&#x201C; Issues BALLET
BARREBASED CLASSES
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV DEMO
OD Students More engagement needed
PBT Audience 40-46, 54-60, 60+ F, M 50-100k
OD Students Adult dressing rooms needed
OD Students Connection with PBT Performance needed
PBT OD 19-32 F <25k, 25-100k
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Non-PBT 40+ F,M 175k+
Professional Students More opportunity on stage
Professional Students Low retention rate
Non-PBT 19-39 F,M 25-100k
Parents Time wasted waiting for their children
Perception of elitism
KSF
ISSUES
PBT School Parents 40-46 F 50-100k 200k+
+a
V
44
PITTSBURGH BALLET THEATRE III-4. LADDERING – Key Success Factors I II III IV V
WHY
Completed case studies on 7 organizations that did
similar expansions o
o
Alvin Ailey American Dance Theater Ailey Extension Ballet Arizona School of Ballet Arizona
o
Ballet Austin Butler Community School
o
Boston Ballet Boston Ballet School
o
Carnegie Mellon University Physical Education, Group X-ercise
o
Pittsburgh Symphony Orchestra Music and Wellness Program
o
Senator John Heinz History Center Western Pennsylvania Sports Museum
45
PITTSBURGH BALLET THEATRE III-4. LADDERING – Key Success Factors I II III IV
HOW
Extracted over 30 key success factors and grouped
them into five main categories:
V
o
Community Relevance and Availability
o
Experts – Quality Instructors and Consultants
o
Organizational Commitment to the Success of the Program
o
Responsiveness to Feedback and Results
o
Brand and Mission Consistency
46
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
III-4. LADDERING â&#x20AC;&#x201C; Key Success Factors BALLET
BARREBASED CLASSES
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV DEMO ISSUES
OD Students More engagement needed
KSF
PBT School Parents 40-46 F 50-100k 200k+
Brand within a brand
PBT Audience 40-46, 54-60, 60+ F, M 50-100k
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT OD 19-32 F <25k, 25-100k
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Perception of elitism
Careful Partnerships scheduling
+a
V
47
PITTSBURGH BALLET THEATRE III-4. LADDERING – Differentiation I II III IV
WHY
To creatively connect all other criteria to produce
unique programming offerings
V
HOW
Incorporated problems, concerns, and goals that
did not fit into previous data-driven methodologies Finding ways to solve issues by creating programs
unique to Pittsburgh
48
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
III-4. LADDERING â&#x20AC;&#x201C; Differentiation BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+a +
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
49
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION 50
PITTSBURGH BALLET THEATRE SCHOOL PITTSBURGH BALLET THEATRE MISSION The mission of the Pittsburgh Ballet Theatre School is to empower its students with high quality instruction and effective courses and to instill a long-term appreciation of the art form in students by emphasizing the study of diverse curriculum in an inclusive, motivating, and inspirational learning environment.
STRATEGY As a high quality professional school, PBT is uniquely positioned to create programming that will extend this core value to their open division students. Using the two core concepts of Powerful Me and Wellness for Everyone, PBT can implement a new programming plan for the school that will combine these concepts together to better respond to the needs of their current students and potential students.
Prestigious
Motivating
Effective
Empowering
Inspiring
Inclusive
51
PITTSBURGH BALLET THEATRE SCHOOL PITTSBURGH BALLET THEATRE
The Pittsburgh Ballet Theatre School will create an inclusive environment that emphasizes Wellness for Everyone, while distinguishing their courses by offering high quality instruction for students of all levels to empower and motivate through the concept of Powerful Me.
PROGRAM LIST • • • • • •
STRECH & MEDITATION HIP HOP for adults PILATES YOGA at PBT BARRE-based classes BALLET bridging program • BALLET for adults 52
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
STRETCH & MEDITATION Concept|WELLNESS FOR EVERYONE Important attributes • Scheduled to easily fit into the parents’ schedule • Incorporates short breaks in between “minis” Inclusive
Welcoming
Physical and mental wellness
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
STRETCH & MEDITATION BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
54
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
HIP HOP for adults Concept|POWERFUL ME Important attributes • Draws from pop culture • Utilizes well-known music • Social components
Fun
Engaging
Technically challenging
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
HIP HOP for adults BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance To student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
56
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
PILATES
Strengthening Empowering
Welcoming
Concept| POWERFUL ME WELLNESS FOR EVERYONE Important attributes • •
Focus on mat Pilates Emphasizes connection between Pilates and ballet
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
PILATES BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
58
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
YOGA at PBT
Concept| POWERFUL ME WELLNESS FOR EVERYONE Important attributes • Class designed specifically for PBT student needs • Improve physical well being and body awareness
Accessible
Welcoming
Energizing
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
YOGA at PBT BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling 60
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL Engaging Motivating Effective
BARRE-based class Concept|POWERFUL ME Important attributes • Elements of stretch and Pilates • Cardiovascular training • Incorporates ballet and barre techniques
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
BARRE-based classes BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience convert to School Students desired
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
62
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
BALLET bridging program Concept|POWERFUL ME High engagement
Inspiration through art form
Important attributes •High quality ballet education •Flexible schedule •Wide range of class levels, with the option for progression
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
BALLET bridging program BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience convert to School Students desired
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance to student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
64
PITTSBURGH PITTSBURGHBALLET BALLETTHEATRE THEATRESCHOOL
BALLET for adults Concept|WELLNESS FOR EVERYONE Important attributes •Introduction to ballet •Supportive of unique and individual needs •Encourages students to watch and engage with professional company •Builds understanding of ballet to grow appreciation of the art form Welcoming
Accessible
PITTSBURGH BALLET THEATRE
I II III
PROGRAMS
Ballet for adults BARREBASED CLASSES
BALLET
BOOTCAMP
CORE CONDITIONING
HIP HOP
MEDITATION
PILATES
STRETCH
YOGA
IV PBT School Parents
PBT Audience
PBT OD 19-32 F <25k, 25-100k
DEMO ISSUES
OD Students More engagement needed
KSF
40-46, 54-60, 60+ F, M 50-100k
40-46 F 50-100k 200k+
Brand within a brand
+
V
Track choice
OD Students Adult dressing rooms needed
Watching, listening, identifying trends
OD Students Connection with PBT Performance needed
PBT Audience Convert to students at the school
Professional Students <18, 19-25 F,M <25k
PBT Audience Low awareness of the school
Professional Students More opportunity on stage
No fear of Engaging Responsive High quality admitting students Relevance To student instructors failure and with the to mission needs moving on organization
Social events
Engagement with company dancers
Trial and special incentives
Non-PBT
Non-PBT 19-39 F,M 25-100k
40+ F,M 175k+
Professional Students Low retention rate
Parents Time wasted waiting for their children
Develop internal Sense of culture and community support
Ballet centered (Music and more)
Special workshops
Perception of elitism
Careful Partnerships scheduling
Customized Scheduling
66
PITTSBURGH BALLET THEATRE IV-3. ADDITIONAL RECOMMENDATION I II III IV V
The following general key success factors were found to be
applicable to all programming, helping to improve areas in which organizational issues were discovered: Maintain a constant commitment to positive organizational culture Continually reevaluate programs in response to student feedback Remain flexible in program design and implementation Ensure all constituent groups feel valued and included Improve the negative perception of the ballet school as elite and
intimidating Reinforce appreciation of the art form 67
PITTSBURGH BALLET THEATRE
AGENDA I
INTRODUCTION
1. 2.
ADVISORY BOARD PITTSBURGH BALLET THEATRE - CLIENTS
II
PROJECT
1. 2. 3.
ABOUT SYSTEMS ABOUT THE PROJECT RECAP & PROCESS
III
REPORT OF MODULE 2
1. 2. 3.
CREATE PROGRAM LIST FILTERING: PHASE 1 & 2 LADDERING
IV
RECOMMENDATIONS
1. 2. 3.
SCHOOL DIRECTION PROGRAM RECOMMENDATIONS ADDITIONAL RECOMMENDATIONS
V
CONCLUSION 68
PITTSBURGH BALLET THEATRE V. CONCLUSION – Summary I II III IV V
The Pittsburgh Ballet Theatre School will enter a unique space in
the market by extending class offerings beyond the elite training sector while upholding their core vision and mission.
69
PITTSBURGH THEATRE PBTBALLET School Expansion Project
Q&A 70
PITTSBURGH THEATRE PBTBALLET School Expansion Project
THANK YOU
PITTSBURGH THEATRE PBTBALLET School Expansion Project
Appendix
Network Diagram
72
PITTSBURGH THEATRE PBTBALLET School Expansion Project
Appendix
Internal interview
Harris Ferris – Executive Director Aimee DiAndrea – Director of Marketing and Communications Aaron Rinsema – School Operations Director Robert Vickery – Assistant to the Artistic Director/Principal, Open Enrollment Division Alyssa Melby – Director of Education Shelley Taylor – Board Trustee
73
PITTSBURGH THEATRE PBTBALLET School Expansion Project
End of Document