Nutcracker not so sweet
Plague puts damper on Christmas & dance companies
COLUMBUS, Ohio — For many, it’s not Christmas without the dance of Clara, Uncle Drosselmeyer, the Sugar Plum Fairy, the Mouse King and, of course, the Nutcracker Prince.
But this year the coronavirus pandemic has canceled performances of “The Nutcracker” around the U.S. and Canada, eliminating a major and reliable source of revenue for dance companies already reeling financially following the essential shutdown of their industry.
“This is an incredibly devastating situation for the arts and in particular for organizations like ours that rely on ticket sales from the Nutcracker to fund so many of our initiatives,” said Sue Porter, executive director of BalletMet in Columbus, Ohio.
“The Nutcracker” typically provides about $1.4 million of the company’s $2 million in annual ticket sales, against a $7 million budget. That money goes to school programming and financial aid for dance class students, Porter said. It’s the first year since 1977 that the company isn’t staging the ballet in Ohio’s capital.
The cancellations have meant layoffs, furloughs and salary cuts, with companies relying heavily — sometimes exclusively — on fundraising to stay afloat. Beyond their financial importance, “Nutcracker” performances are also a crucial marketing tool for dance companies, company directors say.
Children often enroll in classes for the chance to dance in the performances as mice, young partygoers and angels, among other supporting roles. For adults, the shows are sometimes their initial experience watching live dance.
“It tends to be the first ballet that people see, the first time they experience attending a production, that thrill when the
curtain goes up, the hush of the crowd,” said Max Hodges, executive director of the Boston Ballet.
After deciding to cancel this year’s live performances, the Boston Ballet will use archived footage of past performances for a one-hour version to be shown on television in New England. The annual $8 million
in “Nutcracker” ticket sales accounts for about 20% of the company’s annual budget.
The pandemic has cost the arts and entertainment industry about 1.4 million jobs and $42.5 billion nationally, according to an August analysis by the Brookings Institution.
The economic vulnerability inherent in arts organizations is exacerbated when they rely on a major seasonal event for large portions of revenue, said Amir Pasic, dean of the School of Philanthropy at Indiana University-Purdue University Indianapolis.
One silver lining is the opportunity for organizations to improve their online offerings, which could also help open up markets to younger consumers, he said.
That’s the case in Toronto, where the National Ballet of Canada is contemplating future hybrid programming that offers tickets for in-person “Nutcracker” performances and less expensive tickets for those who want to watch it online. The company canceled its “Nutcracker” in August.
Sparrow, a longtime Texas Ballet Theater student, hopes to become a professional dancer. For now, she attends ballet classes reduced in scope as social distancing limits normal movement.