royal academy of dance
The Royal Academy of Dance is the world’s most influential dance education organisation, with offices in 36 countries and over 13,000 members worldwide. A quarter of a million students take RAD exams annually.
I took up the role of Interim Director of Marketing and Communications in 2013 (following a sabattical year of travel in 2012) before being invited to create the permanent position of Director of Strategic Development and Fundraising.
In role: 2013-2019.
01
Silver Swans (Ongoing)
I led on the creation of Silver Swans, a new RAD programme to engage dancers aged 55+. The scheme now has over 900 Licensees across the UK, USA, Australia, Hong Kong, New Zealand, Mexico and Canada.
The programme's design has been carefully calibrated to 'reach parts of the world other aspects of RAD can't reach', with the US market being top of the list.
Following an intercontinental pilot in 2017/18 (Australia, UK, US) the programme is now being rolled out globally.
Silver Swans enjoys unprecedented media attention and demand both from the dance teaching community (who recognise the business potential of this untapped market) and from ‘swans’ themselves (who are attracted to the health and other benefits that Silver Swans has been specifically designed to draw out).
I initiated and stewarded the Academy's relationship with Silver Swans ambassador Angela Rippon CBE; see the film to the left to find out more.
02
Visit by HRH Duchess of Cornwall (2018)
Sparked by her interest in Silver Swans, HRH Duchess of Cornwall (now Queen Consort) visited the RAD in February 2018.
She viewed three classes, two of which were showcases of initiatives I devised: Silver Swans and Project B (pictured.)
The Duchess subsequently took up Silver Swans lessons on a regular basis - watch the video to the right to hear about her experience.
03
Genée International Ballet Competition (2013-2019)
As Executive Producer of the annual Genée International Ballet Competition* - RAD's annual flagship project - I masterminded a 10-day programme of dance activity structured around the core competition.
From setting the budget, to negotiating contracts with key partners and fronting major 'fringe' events, my role was as the oil in the machine of a project with an annual budget in excess of £250,000.
The images show Genée dancers performing at a 'pop up' event in the lobby of the Mandarin Oriental Hong Kong, a key partner in the delivery of the competition in 2018; dancers posing in front of the Sydney Opera House, final venue for the competition in 2016; and the medal ceremony at London's Sadler's Wells in 2015.
I have Exec Produced Genées in Glasgow, Antwerp, London, Sydney, Lisbon, Hong Kong and Toronto.
* note the Genée has since been renamed The Fonteyn International Ballet Competition
04
Changing Moves, Changing Minds (2016-2019)
Building on a successful partnership I developed with Marylebone Cricket Club in London in 2016, we entered a new partnership with British Council India to deliver blended cricket/dance classes after they recognised the project’s potential to meet one of their strategic objectives: challenging gender stereotypes.
In 2018 I led an Indian pilot programme involving 20 teachers in 10 schools mainly in the Delhi area; this expanded in 2019 to reach almost 1,000 teachers and tens of thousands of pupils India-wide.
05
Project B (2017-2019)
I led on the design and launch of 'Project B' in June 2017. Aimed at celebrating and inspiring boys to engage with dance (traditionally boys are underrepresented, especially in ballet) the multi-strand campaign ran for three years (to 2019).
On 21 October 2017, and working with Birmingham Royal Ballet Principal Dancer Iain Mackay, 54 boys performed a 'flashmob' in King's Cross Station as part of the campaign - see video attached.
06
The Patron's Lunch (2016)
I secured and then led RAD's involvement in The Patron's Lunch, including arranging for 300 dancers to perform in a parade up The Mall in front of HM Queen Elizabeth II, and entertaining 10,000 guests on The Mall itself (including 90 RAD VIPs).
We used the event for sponsor and donor cultivation, as well as a major profile raiser: 142,000,000 individuals had the opportunity to read, see or hear the name Royal Academy of Dance on 12 June 2016 thanks to global coverage led by the BBC.
We were also able to engage 25 member schools in the project (as the dancers) - from as far north as Aberdeen, and as far south as Truro.
07
QEII Coronation Award for Sir Matthew Bourne (2016)
I organised this event at the Mandarin Oriental London to celebrate the awarding of the QEII Coronation Award, the Academy's most prestigious, to 'superstar choreographer' Sir Matthew Bourne.
With a £70,000 sponsorship from Coutts, and a further £25,000 major donation, as well as in-kind support from the Mandarin Oriental and Veuve Cliquot, we were able to use the event as a guest-listed cultivation opportunity for sponsors and donors.
The image features RAD President Dame Darcey Bussell and Sir Matthew Bourne with choreographer Dame Arlene Phillips and actor/comedian Dawn French.
Taking place just 12 days after The Patron's Lunch, we maximised the links between the Academy and its Patron, HM The Queen - including hosting her eldest grandson Peter Phillips at the QEII event.
08
Moving North with BBC's Radzi (2015)
I developed this new competition to address the traditional imbalance of activity in the North of England vs the South East. Blue Peter presenter Radzi Chinyanganya hosted the final.
09
Dance Down the Wicket (2017)
A collaboration between RAD and the Marylebone Cricket Club, this project was a partnership with two complementary desires: to get more girls into cricket, and more boys into dance.
Part of the Academy's broader 'Project B' initiative, the pilot project sent an RAD dance teacher and MCC cricket coach into London primary schools to 'co-teach' sport and dance.
10
Pop-up performance event
(2014-2019)
I originated pop-up events in public spaces (often railway stations) as a way of both satisfying RAD members - who crave such performance opportunities - and bringing publicity to the 'bread and butter' of the Academy's work.
Between 2014 and 2019, I staged and often compered events in Antwerp Centraal Station, King's Cross Station in London, Birmingham New Street Station, Darling Harbour Sydney, Broadgate Circle in London and Canary Wharf, amongst others.
