Survey encourages ballet to perform in Reno

Nearly a third of northern Nevada residents surveyed in a recent study say they attend five or more live entertainment events a year.

And a whopping 84 percent attend at least one event a year, said the study by MRCGroup Research Institute.

The institute undertook the survey on behalf of the Nevada Ballet Theatre, which plans a three-performance season in Reno next year.

But the survey provided a wider look at consumers' interest in entertainment in the area:

* The most popular live entertainment event by far is Artown, which drew the participation of 44 percent of those surveyed.

* The Reno Philharmonic was in second place, as 26 percent said they'd attended a philharmonic concert.

Performing arts programs at the University of Nevada, Reno, had drawn 23 percent of those surveyed.

* Residents are familiar with most of the entertainment opportunities in the region and have a good opinion of them.

Some 77 percent are aware of the Pioneer Center, for instance, and 62 percent have a very favorable opinion of the venue.

Seventy percent are aware of Artown and 63 percent have a very favorable opinion.

When it came to the survey's focus residents' interest in ballet 51 percent said they'd be likely to purchase tickets to performances by a statewide ballet company.

That's good news to the Nevada Ballet Theatre, the Las Vegas-based group that's planning to offer performances in Reno in the 2004-2005 season.

The group in recent days began calling on potential corporate underwriters to help cover the portion of its costs that wouldn't be financed by ticket sales.

Harry Ferris, the group's executive director, said the survey found that the potential audience for ballet in Reno is younger and hipper than the audience in Las Vegas.