PhiladelphiaDANCE.org Annual Report 2010Jan 1st, 2011 | By Steven Weisz | Category: The Creative Economy
For yearend 2010, PhiladelphiaDANCE.org, a registered trademark of Music & Motion Dance, operated and maintained a total of 12 domains as well as multiple social networking sites for the sole purpose of promoting dance in the greater Philadelphia region. All sites were operated without any costs to the dance community or its users. Funding for this project was provided primarily by Music & Motion Dance, a Pennsylvania registered 501 c 3 non-profit. Sites included: The Dance Calendar, Dance Class Calendar, The Dance Journal, Listserv, Dance Forums, Dance Box Office, Dance Job Board, Philly Dance Spaces, PhiladelphiaDANCE TV, Philly Dance Deals, and The Dance Directory. Additional web based services were provided through the Monthly eNewsletter, This Week In Dance, Twitter, FaceBook, Philly Dance Tool Bar, The Dance Resource Guide and The Grant Calendar.
Combined sites generated 8,324,601 hits in 2010 by 3,103,478 unique visitors as reported through webalizer statistics maintained on the servers. The most popular sites in order were The Dance Calendar, The Dance Journal and Dance Job Board. The Dance Calendar listed a total of 1943 dance performances and events in 2010. Over 7,143 tickets were sold on Dance Box Office in 2010 generating $93,516 in direct revenue for dance companies. 23% of ticket buyers reported being first time attendees to events purchased. 12% of sales were from out of state, primarily New York and Washington, DC.
The PhiladelphiaDANCE.org Listserv has a total of 1,217 members. The Monthly eNewsletter has 13,102 subscribers to date. The Dance Journal now has on average 39,552 regular readers per month as measured by unique IPs. Over 147 media outlets are now regular users of our services and RSS feeds. Over 3,110 web sites and blogs now link or take a feed from one of our 12 primary sites.
Milestones in 2010 included the addition of an all new Dance Class Calendar using the same helios technology as the dance performance calendar. PhillyDanceDeals.com was added offering Groupon style discount purchasing of tickets and dance related services. The Dance Forums were revised to focus more on community announcements, residencies, open calls and additional dance opportunities. All third party software used on sites was updated to contain the lastest social networking tools and improved visibility on the web.
It should be noted that the Dance Class Calendar was only established in November of 2010 and already has 318 classes listed and in just 8 weeks of operation has had over 1,800 unique visitors. Philly Dance Deals was established in December of 2010 and now has 936 subscribers.
PhiladelphiaDANCE.org continues to operate at a deficit. Capital costs in terms of servers, bandwidth, software and custom programming came to a total of $5,750.00. An additional $2500 was spent on advertising and promotion of PhiladelphiaDANCE.org in traditional print media. Over 4,000 man-hours were spent operating, maintaining and updating content in 2010. This very conservatively translates in to $90,000 in labor costs, most of which was donated by volunteers. Advertising revenues came to a total of $3,700 for the year to help support capital costs.
Plans for 2011.
PhiladelphiaDANCE.org looks to continue to increase web site use in 2011 to both current and new audiences. Further development of mobile interfaces and apps for our existing sites will be a priority. In addition we hope to continue to increase use and self-listing on our sites by the professional dance community in Philadelphia. While many do contribute and utilize our sites for marketing and branding of their performances and services, there is still room for growth. PhiladelphiaDANCE.org will be exploring the use of technology in 2011 to create micro funding opportunities for the dance community in Philadelphia.