Putting money where its art is
Wanna buy a ballet ticket?
That riff on the long-running TV jewelry pitch line came to mind a few weeks back when the Joffrey Ballet announced it was offering subscribers an unusual money-back guarantee.
who sign up for the three-part 2010-11 season package ("The Nutcracker"
isn't included) have the option, once they've attended the fall
engagement Oct. 13-24 at the Auditorium Theatre, of obtaining a refund
for the rest of the year, if they're disappointed.
at all," Christopher Clinton Conway, the troupe's executive director,
says. "We're very confident of our product and confident people will
want more, once they've taken the leap to sample.
about veteran subscribers. This is about reaching those people who say
they're not sure they would like us and don't know if it's worth signing
up for a whole season to find out."
There's no easy way to tell
how many are taking up the offer, but Conway says it's mentioned in the
script telemarketers use in selling subscriptions, and they report it's
When asked if it recasts the Joffrey in the
trappings of a used-car salesman, Conway laughed and replied, "I don't
think so, but it wouldn't particularly upset me. We're proud that we
started out in the '50s touring in a station wagon, that we have a
grass-roots past. We're the people's ballet."
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