Twelve Innovation Consulting Community (ICC) students spent the spring semester collaborating with the Joffrey Ballet in Chicago to develop the organization’s merchandise line and brainstorm ways to increase child engagement with their productions.
Under the leadership of Dr. Peter Kaufman, director of the Hagge Innovation Institute, the ICC annually offers Illinois State University students from various disciplines consulting projects with real organizations.
Rocco Rizzi, Sara Matteson, Emily Nguyen, and Anna Kvistad consulted on the merchandise project, while Michael Graves, Trang Dang, Madison Mack, Mya Williams, Matthew Shaw, Alessia Lowe, Liz Wellman, and Maddie Wolff focused on strategies to enhance child engagement.
Matteson led the merchandising team as project manager, and Dang oversaw the child engagement team. They held weekly meetings to set objectives and share ideas while providing regular updates to Kaufman to ensure alignment with the Joffrey’s needs.
“We were tasked with researching merchandise that would fit the demographic, budget, and artistic vision of the Joffrey,” Matteson said. “We then outlined a path to put it into practice, focusing on various types of implementation and marketing strategies.”
Joffrey Ballet President and CEO Greg Cameron ’80 is an Illinois State alum. To kick off the projects, he led the ICC teams on a tour at the Lyric Opera House where the ballet performs and treated them to the Studies in Blue performance.
“This is a great example of how university students can share their academic expertise with the community, and, in turn, develop their own professional skills. This is a win-win for everyone.”
—Dr. Ajay Samant
During their visit, students not only conducted background research on the Joffrey’s merchandise and saw first-hand the space, but also experienced the transformative power of ballet. Illinois State faculty and alumni also provided guidance and support to the teams in areas such as education, marketing, brand licensing, e-commerce, dance, and creative technology.
“I didn’t have a lot of experience with the ballet industry before. Being a part of this project, I realized the power of art, and my perspective changed,” Dang said. “The Joffrey Ballet is one of the premier ballet companies, not just in the U.S. but around the world. So, I’m so proud to work with them.”
Dang’s team included business majors along with students from theatre, psychology, dance, interior design, and elementary education. This interdisciplinary approach enabled them to merge their expertise and generate innovative ideas. Their goal was to develop engaging programs and entertainment for children before and during Joffrey Ballet performances, enhancing their enthusiasm and connection with the Joffrey.
At the end of the spring semester, the ICC teams presented their research and suggestions to senior executives at the Joffrey. Both Matteson and Dang said this was unlike any learning experience they have been a part of before.
“The final presentation to the Joffrey was the most rewarding part of this experience,” Matteson said. “In the classroom, our ideas don’t often move beyond the hypothetical. It was exciting to work on this project because we had the opportunity to propose solutions that will become a reality in the coming months. I look forward to seeing the launch of the merchandise line. It’s fulfilling to see a project through from start to finish.”
Kaufman and colleagues have overseen about 70 ICC projects in seven years, and he said helping students transition from the classroom into their professional lives is one of the best parts of the process.
“We’ve done this for seven years, and out of the around 350 students who have been a part of the ICC, not one person said they regretted participating in the experience. Most of them have said it’s one of the most transformational experiences they’ve had at ISU,” Kaufman said.
Dr. Ajay Samant, dean of the College of Business, echoed Kaufman’s sentiment.
“This is a great example of how university students can share their academic expertise with the community, and, in turn, develop their own professional skills,” Samant said. “This is a win-win for everyone.”
