New York City BalletThey’ve got just the ticket: how New York City Ballet manages their marketing pipeline

New York City Ballet | Airtable
  • 1948

    Founded

  • New York City

    Headquarters

  • 51-200

    Company size

New York City Ballet continues to push creative boundaries, staging more than 60 ballets a year at Lincoln Center, many of which are new commissions.

Building an internal ticketing system

When George Balanchine and Lincoln Kirstein founded New York City Ballet in 1948, they reimagined the principles of classical dance and pioneered a new style of movement that influenced choreography across the globe. The company continues to push creative boundaries, staging more than 60 ballets a year at Lincoln Center, many of which are new commissions.

Michaela Drapes’ and Laura Snow’s teams are both part of the marketing and media department, but each team has its own targets, workflows, and responsibilities. Drapes oversees digital properties, such as the website, social media, and digital signage throughout the theater and Lincoln Center campus. Snow’s team produces all video content and fields media requests.

With New York City Ballet home to some of the world’s most notable dancers, the Company’s media department is often inundated with requests for footage and collateral. To make their response time more efficient, the media team created a searchable catalogue of performance footage from the media department’s archives.

“We might get a request from the press office for performance footage, or from the education team to create an educational video for them,” Snow explains.

It cuts down on any kind of back and forth by making sure that all of the information is there from the very start. There’s a clear record, and it’s much easier to track through to completion.

Laura Snow

Video Producer

Workflow highlights

  • Using Airtable forms, Snow created a customized ticketing system to organize requests. Forms can be embedded onto a web page or shared via email, making it easy for users to attach images or files to their enquiry. On Snow’s end, all the incoming requests land in an Airtable base. As she puts it, “There’s an orderly list of all the pending jobs, which we can then add a status to. As requests come in, we assign them to various people on our team.”
  • To make their response time more efficient, the media team created a searchable catalogue of performance footage from the media department’s archives. “We keep a record of who was in that footage, what ballets were performed, and when they were performed,” Snow explains. “We log performances for posterity. That’s one thing Airtable has been very useful for.”
  • Their social media content comes from many different sources—performance photography, photography from marketing campaigns every year, as well as behind-the-scenes content from their social media staffers, the dancers, and the musicians. Using Airtable collaborator fields and multiple select fields, Drapes plans to track who produced the content, as well as the social media channels and formats.

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