One dance company’s innovative business model

Posted on: March 24, 2011

In Wednesday’s (3/23) San Diego City Beat, Kinsee Morlan writes, “Peter G. Kalivas was first known for his explosive, athletic style of dance. Then he was known for his choreography. But, in this economy, it might be his business model, not his dance moves, that people begin to mimic. ‘We get this rehearsal space for free,’ he says, picking up his bag and heading out the door of The Dance Conservancy in El Cajon. A young-looking 46-year-old with a nose ring, Kalivas is a hustler. In exchange for the free rehearsal space for his dance company, The PGK Project, he teaches a few classes at the conservancy. And he hasn’t paid for a performance space in years. Instead, he approaches business owners and pitches a PGK Project production as a marketing tactic and opportunity to reach potential clients. He says it’s a pretty easy sell. … But the real difference between his company and most others in town is the sheer number of performances he’s involved with. Instead of relying on one or two big events a year—what he calls the ‘traditional model’—Kalivas puts on lots of smaller performances in free or more affordable venues. … Like most nonprofit dance companies, The PGK Project relies to an extent on grant funding, but Kalivas says he never lets that source rise above roughly 30 percent of his overall income.”

Posted March 24, 2011