Online Marketing Implementing Technological Advantages in the Arts: A study of five American ballet companies

Audience participation in the arts in the United States is declining, putting the survival of many arts organizations at stake. Of the arts ballet has one of the lowest rates of audience attendance. There are a variety of factors that explain this drop in attendance, including a steep decline in participation from older audiences and an economic climate that favors less consumer spending. As a result, currently over half of the United States participate in the arts through electronic and digital media.This thesis explores the online presence and initiatives of five major American ballet companies: New York City Ballet, Pennsylvania Ballet, Boston Ballet, San Francisco Ballet and Houston Ballet. The content, design, accessibility and aesthetic of each of these five ballet companies websites is studied and ranked, as is the level of social media engagement. A series of in-depth interviews garnered from questions that evolved as a result of this research took place with Pennsylvania Ballet, Houston Ballet and San Francisco Ballet.Ballet companies need to recognize that technology and an investment in a strong online presence will have a direct effect on the sustainability and relevance of their companies. This thesis proves that ballet companies increasingly understand this need and are working to strengthen their online presence and social media engagement.M.S., Arts Administration -- Drexel University, 201