Magical Memories Are Officially Being Created

Monday, December 14th, 2009 | All Posts by Julie Begley | 1 Comment

Now in my tenth straight year of Nutcracker openings, and after at least six months of planning, I think “By the time it gets to the opening, I’m not sure I’ll be able to stand it!” And it never fails, I walk into the Stage Door a half hour or so before the doors open to the public on Opening Night, and there are all the familiar sights and sounds—the twittering, excited voices of our youngest performers from the SF Ballet School, the smell of freshly brewed coffee coming from the prop master’s office, Company dancers in their sparkly costumes (further be-decked with a cozy sweater or sweatshirt) quietly warming up at the barre and getting into their “zones.”

A little girl poses with a flower and mouse from Nutcracker before one of SF Ballet's Family Performances.

And then I round the corner into the main lobby of the Opera House which never looks less grand or beautiful year after year. Our opening night is a special “Family Performance” and these are my favorite. Once the snow is whirling above the outside steps and the wreaths, garlands and Christmas tree in the lobby are lit up, the glass doors to the main lobby (now a bit smudged with faint images of anxious and curious little noses), open and the magic begins. This year for the Family Performances, each child is handed a complimentary plush reindeer with a secret nutcracker ornament peeking out of its stocking. They are really cute, and I think the parents are as excited and wide-eyed as the kids to receive them!

Marketing & Promotions Associate Valerie Byrnes sorts the juice and cookies for the six Family Performances, graciously donated by Lucky Supermarkets

Everyone looks happy, full of anticipation (and many of the parents relieved to finally be here!). There are opportunities to take photos with some of the costumed characters in the lobby which is HUGELY popular. Even though it is a busy time and I have piles of work on my desk back at my office, I wouldn’t miss helping out at a few of the Family Performances each year. I love to interact with the children and families, take their holiday greeting card photos for them (with the hopes that my hand doesn’t shake and blow their “one shot!”), and see their amazement and delight as they get to meet a real ballerina or shake hands with a giant mouse! I identify with these families because as a parent of two young daughters, it’s these special moments that bring joy to children’s faces and yes, create truly magical memories.

Oh yes, and then there’s the Nutcracker performance!!

Tags: Family Performances, Marketing, Nutcracker

Christmas in July

Thursday, August 27th, 2009 | All Posts by Julie Begley | No Comments

Greetings – my name is Julie Begley. I’ve been the director of marketing and communications at SF Ballet for five years, although a member of this department dating back to 1987.  Normally it’s my job to stay quietly in the background while making sure our fantastic artists and programming remain consistently in the forefront of the performing arts world – not just locally, but globally.

When our very dynamic media team asked me to contribute to the Open Studio 455 blog, I was a bit flattered, and then felt a sudden attack of “writer’s block” coming on! Composing copy for a 20-page brochure or a radio commercial – no problem!  But relaying my own sometimes crazy, multi-tasking days and the many things to research, weigh and act upon makes me a bit flushed! While my normal mantra is “edit and edit some MORE,” I’m now panicked at being long-winded!

As a team of marketers, we are always planning and implementing projects 10-18 months in advance. When people say “it must be quiet for you in the summer,” I smile and gently clarify that it’s actually full-on Christmas in July. Still in the midst of a multi-phase subscription campaign and planning for a fall tour to China, our marketing, sales, public relations, and ticketing “strategists” are immersed in all things NUTCRACKER! – design concepts, printed materials, media buying and production for our advertising on radio, TV, newspapers, and more recently, online – plus special promotions and pitching new and interesting stories to the press. We are fortunate that with such a lush, awe-inspiring Nutcracker production, there is a large canvas from which appealing new campaign concepts can, and do, emerge.

This year's Nutcracker marketing theme is "Create Magical Memories."

Our theme this year is “Create Magical Memories.” Coming off of a turbulent year, with many people facing challenges and making tough choices, our hope is that the SF Ballet Nutcracker experience will inspire people to come together to celebrate the holidays in a way that is meaningful, memorable and can actually transcend what is merely tangible. (By the way…I’d be remiss if I didn’t remind everyone that tickets go on sale September 8^th!).

Check back for my next entry when I will share some of our thinking and plans around introducing John Neumeier’s U.S. premiere of the dramatic story ballet, The Little Mermaid, to SF Ballet audiences.

Tags: Marketing, Nutcracker