Alberta Ballet: Proposal for Growth
(6 pages of text)
Alberta Ballet, composed of the Alberta Ballet professional dance company and The School of Alberta Ballet, had experienced remarkable success in North America and Europe. However, in 2014, it faced a set of unique problems. Demand for performances from the company had grown so significantly that it was no longer able to accommodate all requests, especially from smaller markets in Alberta. Coupled with increasing demand, operations were fragmented across many locations, including some very expensive leases that were set to expire in 2016. Building a brand-new facility that could house all of the Calgary operations was an option, but was it feasible with the current economic conditions? Furthermore, how could Alberta Ballet better serve secondary markets?
This case can be used in both undergraduate- and graduate-level courses in introductory business, strategic planning and marketing, especially those dealing with not-for-profit or arts and culture organizations. This case can be used prior to or after in-depth coverage of theoretical models addressing various types of growth. The main objective is for students to critically examine the unique situation and identify the potential direct and indirect risks to Alberta Ballet of the following:
- Developing a new program to address growing demand.
- The construction of a new facility to accommodate projected growth for both the Alberta Ballet professional dance company and The School of Alberta Ballet.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2014
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