By Sean Robertson
Lubbock Ballet is set to enchant audiences once again this season, continuing its cherished annual tradition of performing The Nutcracker. This timeless holiday classic showcases not just the beauty of dance but also the evolving vision of the company’s new leadership, who stepped in during one of the most challenging eras for the performing arts.
A Journey to Lubbock Ballet
The current marketing Director of Lubbock Ballet came to the organization through an unexpected path. With years of experience in marketing, including a role at Visit Lubbock, she felt the pull of the arts and joined the ballet in April 2020—right at the height of the COVID-19 pandemic. Despite daunting challenges, their dedication to promoting Lubbock’s cultural richness only grew stronger.
The initial months were far from ordinary, marked by canceled shows and a pivot to virtual performances. Yet, these obstacles reinforced a commitment to bringing ballet to every corner of the community, making it an inclusive and meaningful art form.
Expanding Ballet’s Reach in Lubbock
A key focus of the new leadership is to expand access to ballet, guided by three pillars: education, community engagement, and captivating performances. “We want everyone to feel they belong at Ballet Lubbock,” the marketing director emphasized, dispelling the myth that ballet is reserved for the elite or those who start young.
Through initiatives like Dance Connect, the organization introduces ballet to over 700 students across 22 elementary schools each week. This creates pathways for participants to transition from community youth ballet into the main school, proving it’s never too late to start a dance journey.
The Nutcracker: Balancing Tradition and Innovation
The Nutcracker continues to be the highlight of the season, marking its 50th anniversary this year with exciting updates. Four alumni, now professional dancers, will return to join the production. Fresh choreography and double casting for lead roles promise to bring new energy to this beloved classic.
Beyond the stage, Ballet Lubbock engages modern audiences with vibrant social media strategies and targeted digital marketing. Through analytics, the team reaches those most likely to appreciate The Nutcracker. From behind-the-scenes glimpses to dancer interviews and costume showcases, these efforts ensure the production resonates with the community.
A Vision for the Future
Ballet Lubbock aspires to go beyond being a seasonal spectacle. Initiatives such as free dance shoes for students in need and partnerships with groups like High Point Village highlight the organization’s commitment to inclusivity. “Our greatest successes often happen off the stage,” the leadership noted, pointing to programs that bring performances to hospitals and arts education to underserved communities.
By focusing on these impactful efforts, Ballet Lubbock aims to transform perceptions from “I didn’t know they did that” to “Look at what Ballet Lubbock is accomplishing!”
A Season of Magic and Growth
This season invites the community to experience a blend of cherished traditions and bold transformations. Whether you’re a longtime supporter or new to ballet, the magic of The Nutcracker and the vision of Lubbock Ballet promise an unforgettable celebration.
Tickets are now available, offering everyone a chance to enjoy one of Lubbock’s most enduring cultural treasures. Don’t miss this season of growth, inclusivity, and artistry!
