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#25Strictly dancing

The dance sector continues to develop innovative ways of developing and reaching audiences, and cultivating new members.

For Sadler’s Wells theatre in London, this meant relaunching its membership scheme in 2017 as a philanthropic mission, not just a transactional exchange.

In the report Sadler’s Wells’ New Membership Scheme, Director of Marketing Sebastian Cater emphasised: “We had to ensure that any changes didn’t alienate loyal customers, while also appealing to a much wider group of potential members.”

The health benefits of the arts and culture are increasingly being recognised by government, healthcare practitioners and those working in the cultural sector. The dance sector has played a key role in this with the benefits of dance turned into successful health and wellbeing programmes.

In JAM 72 (Spring 2019) Health & Wellbeing — we share three case studies — the Royal Academy of Dance’s successful Silver Swans® programme; Aesop’s Dance to Health falls prevention programme and English National Ballet’s Dance for Parkinson’s.

A scene from Polaris from Thomas Ades: See The Music, Hear The Dance at Sadler’s Wells. Image courtesy of Sadler’s Wells ©Tristram Kenton.

To access other case studies relating to the sector visit AMAculturehive’s collection of dance related resources.

Also read JAM 72 (Spring 2019) — Health & Wellbeing — in the Members’ Area. You will need to be  logged in to access.