Northern School of Contemporary Dance
From TheStudentWiki
Contents |
Introduction
The Northern School of Contemporary Dance is largest and most prosperous Dance School in England, outside of London (Green, 2007). ‘NSCD is a unique dance training institution offering a select group of students the opportunity to develop and excel as dance artists in a conservatoire environment’ (Northern School of Contemporary Dance, 2007, p2). It is situated on the northern outskirts of Leeds City Centre in Chapeltown. Adjoined to the school is The Riley Theatre. The Riley Theatre is a former Synagogue, until 1987 where it underwent extensive redevelopment to be beautifully transformed into the charismatic and intimate theatre that stands today (Green, 2007).
The ceiling still hosts the Star of David artwork, and other original features; such as the Ground floor wooden seating, adding extra character to the already celestial feel of the building. The Upper tiered seating though has been changed, as it was the women’s seating area, purposely built to not see the Pulpit. Overall the Theatre can seat 250 people (Green, 2007).
Levels of Product
The Core Product of the theatre is dance shows. It offers no other type of entertainment, as the NSCD is a specialized Dance School with a unique stage floor. The floor is sprung, therefore jumps and lifts are easier. Kathryn Green explains that the very specialised nature of the stage, does indeed restrict other Entertainment forms happening there, but it is possible for them to perform elsewhere in Leeds, whereas for Dance Shows it is not. They have done this so they can serve the dancing community only, and also have little competition from other theatres.
Unlike most Theatres, The Riley Theatre has a cream, gloss stage floor, opposed to black, matt stage floor. This is so that lighting effects can be used on the floor as well as the cyclorama, e.g. rippled effect on water as if rain is falling (Green, 2007). This therefore maximizes performance space which can be adapted, to create more of a sense of place, as minimal props are used in dance performances.
Visitors
20-30% of The Riley Theatre’s Performances are student shows and the rest are from outside performances. Outside performances have helped establish the Theatre and have been educationally beneficial to the students watching them. Most of the audience is students based; either an NSCD student, or one who is interested in the dance field (Green, 2007). The Theatres’ audience catchments area stretches as far as the students’ hometowns. ‘NSCD has an international reputation, attracting students from across the UK and Europe as well as from Asia, Australia, and North and South America’ (Northern School of Contemporary Dance 2008/9, 2007, p.24). For an average performance though, catchments reaches half an hour radius, stretching all through West Yorkshire. (Green, 2007)
Marketing
When each outside show comes to perform, The NSCD will generate a Promotions deal. For example, the theatre will keep all the Box Office, as payment for staff time and any Marketing: listings on the website, local media, a mention in their leaflets, mail customers on their database, send letters out to the nearest 500 schools, and The Company will provide all the materials to do so: leaflets, photos, posters, sample press releases, etc. For free marketing the Riley Theatre also invites people who writes for The Stage, The Guardian and other high profiled newspapers. As the school owns the theatre, it does not have to pay out expenses and therefore the tickets prices reflect the student ethos. The Riley Theatre is non profit based, it’s ‘All for the Love of Dance’ (Green, 2007).
References
Green, K. (2007) Interview with Kathyn Green, Northern School of Contemporay Dance Promotions Manager, 6th November, 2007.
Northern School of Contemporary Dance (2006) Northern School of Contemporary Dance Prospectus 2007 Lowd+Klea
Northern School of Contemporary Dance (2007) Northern School of Contemporary Dance Prospectus 2008/9. LeadsDesign.com
NSDC. (2007) History. [Internet] Leeds, CDS-Studios. URL available from: <http://www.nscd.ac.uk/> [Accessed 6th November, 2007].
