By Jim McCarthy Apr 30, 2009 0 comments

A Cirque Update

Although plans to build a new permanent home in NYC for a show have been put off for now, Cirque Du Soleil apparently does plan to have a permanent show there.  Here’s the key tidbit:

“Not content with performing in 271 cities in 32 countries and attracting 11 million customers last year, Cirque du Soleil, the Montreal-based circus empire, will establish a permanent presence in New York City next year.”

Of course, Cirque Du Soleil, in our opinion is the archetype Live 2.0 organization because it does just about everything right:  it IS its own marketing, it has a niche, it has strong leadership, it think first of its ticket buyers, it innovates as a way of life.

Does that mean it has unlimited ability to expand its content?  No, it doesn’t, but that’s a separate question from whether it’s reached the point where it has expanded too much.

My personal feeling is that as long as the product remains good and they stay focused on permanent presences only in mega-markets like LA and NY (plus the tourist magnets such as Vegas and Macau), they should be ok.

It does up the ante for other organizations in those markets.  Cirque is very good at what they do, and what they do is get people to spend their discretionary income on Cirque shows.  As you know, I believe that a robust marketplace for live entertainment ultimately helps everyone in the business, because people come to see live entertainment as a viable option generally.

On the other hand, excellence punishes mediocrity, especially excellence that is very well-publicized.  As Cirque moves permanently into a place, I do think it’s a challenge to the mediocre and the marginal productions and organizations who’ve gotten comfortable with their level of sales and success.

Don’t let the red nose and hippie heritage fool you.  Cirque plays to win.

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