Abstract:

To broaden and expand audience support for contemporary modern dance, audience experiences need to be deepened and diversified. By questioning and understanding audience opinions and experiences, contemporary modern dance can be made accessible. Developing audience support in postsecondary institution dance programs is a considerable challenge. This document tracks the process of an audience development technique presented within a dance piece, and evaluates the effectiveness of the proposed tool and choreographic endeavor. By communicating some of the ways contemporary modern dance is viewed and taught at Arizona State University's Herberger College Dance, the audience development tool, Back to Square One , aimed to creatively and proactively prepare viewers to have a more enjoyable experience with contemporary modern dance. Presented at both the department's theater and within the community of Tempe, Arizona, this project sought and analyzed audience responses that articulated their experiences with contemporary modern dance. In fact, after the presentations, 85% of survey participants at the theater venue, and 95% of survey participants in the community said they were more likely to attend a contemporary modern dance concert in the future. As a result of this communication and experience, viewers were empowered to apply new discoveries and information to future contemporary modern dance experiences. This document provides insight that challenges how to stimulate and motivate audiences and their support for postsecondary institutions eager to develop strong audience engagement.