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The Clever Way 4 Regional Companies Are Using Social Media to Win Over New Audiences

Photo courtesy Richmond Ballet

How do you attract new audiences while keeping a dedicated following excited about classics they've seen countless times? Regional companies like Richmond Ballet, Houston Ballet, Boston Ballet and Tulsa Ballet all seem to be on the same page—bringing some of the ballet's biggest characters to life in the local community (and posting it all on social media, of course).

Just in time for the Nutcracker season, Richmond Ballet teamed up with The Richmond Flying Squirrels baseball team. Joining mascots Nutzy and Nutasha were Clara, The Nutcracker and The Mouse King, who threw in a few of their own rules on the field.



Houston Ballet came up with a (literally) sweet marketing campaign after damages from Hurricane Harvey forced the company to relocate its holiday performances to nearby Sugar Land, Texas. Having showcased their sense of humor in the past (see their La Bayadère take on "The Office," here), Houston Ballet will have you laughing again with their Nutcracker promo. The quick clip follows the Sugar Plum Fairy as she travels through Sugar Land, to the Smart Financial Centre for her big show.


Boston Ballet announced ticket sales for the Nutcracker by having their Nutcracker Bear hilariously zipline at the Rose Fitzgerald Kennedy Greenway park.


And, ahead of their fall performances, Tulsa Ballet reimagined Don Quixote in Tulsa as Don Q and Sancho Panza made their way to the theater (after some confusion with automatic doors and selfies).

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Stella Abrera in Alexei Ratmansky's The Seasons. Rosalie O'Connor, Courtesy ABT.

Yesterday, Kaatsbaan, the Tivoli, NY-based cultural park for dance, announced that Stella Abrera will join the organization as its new artistic director, effective January 1, 2020. This news come just weeks after we learned that Abrera will be taking her final bow with American Ballet Theatre in June.

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Rachel Neville, Courtesy Audition Dancewear

When you dig through your collection of leotards before class, do you ever think about how they're made, or what they're made from? Chances are, most dancers don't, and Audition Dancewear wants to do something about that.

The company—run by two mother-daughter duos, Kathy and Caroline Perry and Shelly and Suzanna Lathrum—has begun making leotards from recycled materials to reduce their carbon footprint and raise awareness around plastic consumption. The result is a sleek line of leos that don't sacrifice style or function, and that use four or five recycled water bottles per leo.

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Francesca Hayward (center) in Cats (courtesy NBCUniversal)

Get excited, Jellicle fans: It's almost time meow!

We're about a month out from the release of the new movie version of Cats. To mark the occasion, the film's team has dropped another dance-filled trailer. The vid offers further peeks at Andy Blankenbuehler's choreography—and at the "digital fur technology"-enhanced versions of the celebrities (dance-world and, uh, world-world) involved, from Taylor Swift to Francesca Hayward.

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Sponsored by The Rock School
From left: Sarah Lapointe, Derek Dunn and Jeanette Kakareka. Courtesy The Rock School

For more than five decades, The Rock School for Dance Education has been launching young dancers into professional ballet careers around the globe. Boasting distinguished alumni such as Beckanne Sisk, Michaela DePrince and Taylor Stanley, the Philadelphia-based institution has garnered a well-deserved reputation for pairing rigorous training with a tight-knit, welcoming community. Their summer intensives are no different, with a wealth of prestigious faculty members, many of whom are Rock School alums currently dancing at companies around the world.

What inspires busy pros to keep returning to their alma mater? We talked to three of The Rock School's buzziest alums about why they make it a priority to come back and teach:

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