UNCSA’s 2023 “The Nutcracker” surpasses ticket and revenue records

The University of North Carolina School of the Arts (UNCSA) 2023 production of “The Nutcracker” set records for attendance and gross ticket sales during its Dec. 7-10 performances at the Steven Tanger Center for the Performing Arts. UNCSA relocated “The Nutcracker” to the Tanger Center in Greensboro while its home theater, the Stevens Center in Winston-Salem, undergoes a comprehensive renovation.

“The 2023 ‘Nutcracker’ was an unparalleled success for all involved,” said Chancellor Brian Cole, who conducted the UNCSA Symphony Orchestra for the run. “Not only did our students have the unique opportunity to perform before almost sold-out houses in a state-of-the-art venue, but we were able to preserve the ‘Nutcracker’ tradition for our beloved audiences — while forging invaluable connections with new audiences throughout the Triad. I know I had a fantastic time working with our student musicians and being part of the magic each performance. We are so grateful to be able to provide this holiday experience to our community each year.”

There were five public performances and an open dress rehearsal for UNCSA students, faculty, staff and alumni and their families at the Tanger Center. In addition, there was a special performance that was attended by 2,682 schoolchildren from Guilford and Forsyth counties. Most of the school audience consisted of third graders from Title I schools for whom UNCSA offered tickets at no cost.

Altogether, 16,742 tickets were distributed across all performances at the Tanger Center, which has a capacity more than twice that of the Stevens Center. Matinees at the Tanger Center on Saturday, Dec. 9, and Sunday, Dec. 10, nearly sold out.

Total gross revenue, which includes ticket sales and sponsorships, for the 2023 production of “The Nutcracker” was $752,612. Sales and attendance surpassed the last record set in 2019, which included more than twice the number of performances at the Stevens Center (as well as audiences for the Preparatory Dance Program’s “Nutcracker Tea Party” for younger children, which takes place on the UNCSA campus).

Proceeds from “The Nutcracker” support student scholarships at UNCSA.

The UNCSA schools of Dance, Design & Production and Music collaborate annually to produce “The Nutcracker.” The temporary move to the Tanger Center provided students the unique experience of touring, mounting and performing a production in a 3,000-seat, state-of-the-art venue a short distance from UNCSA.

“We were honored to serve as the home for UNCSA’s enchanting production of ‘The Nutcracker’ for the first time,” said Greensboro Coliseum Complex and Tanger Center Managing Director Matt Brown. “We hope that performing on the Tanger Center stage provided a memorable experience for the incredibly talented cast, musicians and students who worked so hard behind the scenes. The response from the entire Triad community was outstanding and we are so pleased with the success.”

Presented for the first time on Dec. 10, 1966, in Reynolds Auditorium in Winston-Salem, the UNCSA “Nutcracker” production has since been reimagined, recreated and refreshed numerous times, including an original film version created during the pandemic in collaboration with the School of Filmmaking at UNCSA.

Mercedes-Benz of Greensboro and Mercedes-Benz of Winston-Salem were the presenting sponsor of the 2023 production of “The Nutcracker.”