A Presentation on Innovation at Cirque du Soleil Members • Jimit Mehta • Rubina Panjwani • Mohsin Pathan • Rohit Bebarta • Sanjita Yadav Introduction Profile: • Name: Cirque du Soleil ( Circus of the Sun) Inc. • Founded in: 1983 • Founder: Guy Laliberte • Headquarters: Montreal, Quebec, Canada • Type: Privately held Entertainment Company • Manpower: 3000 About Cirque du Soleil • Acclaimed by an audience of over 18 million worldwide, with numerous prizes and distinctions to its credit, Cirque du Soleil is a unique organization which has reinvented and revolutionized the circus arts. • Since its beginnings in 1983, Cirque du Soleil has been pleasing the public with a novel show concept that is as original as it is non-traditional: an astonishing, theatrical blend of circus arts and street performance, wrapped up in spectacular costumes and fairyland sets and staged to spellbinding music and magical lighting. • It was among the first companies to adopt Blue Ocean Strategy, by generating demand, by developing a new market space, where competition was non existent • It managed to excel in a declining industry by fusing art and entertainment. • Later on it also introduced its line of apparel and accessories. • It also produced a number of movies and television shows. Timeline Inception: In the early eighties, a group of young street performers pooled their talent and dreams and founded the “Club des Talons Hauts” or “High-Heels Club”, aptly named because most of them were stilt-walkers. At that time, Quebec did not have a circus tradition as did several European countries. So the Club members decided to organize a festival, where street performers could come together to exchange ideas and techniques. They called it the “Fête Foraine de Baie St-Paul” (the Baie Saint-Paul Fair). That was all a few visionaries needed to hatch the idea of bringing all this talent together under one roof, or – why not? – a big top! Cirque du Soleil was born. • 1984:Cirque du Soleil is born with the financial assistance of the Quebec government, as part of the celebrations surrounding the 450th anniversary of Jacques Cartier’s arrival in Canada. • 1985:After performing in Montreal, Sherbrooke and Quebec City, Cirque du Soleil leaves its home province for the first time to take its show to neighbouring Ontario. It performs in Ottawa, Toronto and Niagara Falls. • 1987: Status of Cirque changes from non-profit to a for profit entity. • Mid 1991: Cirque convinced Fuji Television Network to sponsor Cirque’s tour of Asia. Fuji gave US $40 Million • 1992: Entered into a year long agreement with Mirage, a Las Vegas hotel perform Nouvelle Experience. This was Cirque’ s first engagement of the kind. • 1994: Steve Wynn owner f Mirage, built a permanent facility for Cirque at the cost US $20 million at its new resort Timeline contd…. • 1995: Cirque established its first European headquarters at Amsterdam. • 1996: By this time its sales had increased form $30 million in 1994 to $110 million in 1996. • 1997: Walt Disney constructed a permanent theater near Orlando, California. ‘Creation Studio’ was setup. • 1998: Cirque’s new production ‘O’ debuted at Bellagio. It was performed around an Olympic-sized 1.5 million gallon Swimming pool • 2004: Cirque entered into an agreement with the Beatles stars to create a production to be staged at Mirage. This production was called love and it recreated the life of Beatles before they became famous. • 2007: The oldest active touring show of Cirque du Soleil, Saltimbanco is converted from a Big Top show to an Arena show. This will allow the show to visit new places where it could not go before. Recent Developments • Nov 2010: The Estate of Michael Jackson and Cirque du Soleil announced the official international launch of Michael Jackson THE IMMORTAL World Tour™ written and directed by Jamie King. • Dec 2010: Cirque Du Soleil entered into partnership with James Cameron and Andrew Adamson in association with Reel FX Entertainment to develop and produce immersive 3D projects. INNOVATIVE STRATEGIES Journey from 73 employees to 3000!! Employees do multi tasking and continuous innovation is the key.. Retaining the Mission and Values- not only on paper but in spirits!! It was a circus which was quite distinct from others in the business. SETS & COSTUMES Cirque invested an enormous amount of time and money preparing unique sets and costumes. The two major considerations are aesthetics and safety. It spent US $ 165m to build a theater for MGM Grand in Las Vegas. Features: stage had 2 moving platforms controlled by a crane it could tilt the platform to 110 degrees, rotating and lifting it as well. 2 audio speakers in every seat at KA’s theater. Great amount of technical innovation: For the Olympic sized swimming pool 31 degrees Celsius was maintained for all the artists and lower was maintained for audience. Glass enclosures for musicians Underwater communication system Much thought went into creating costumes. The costume designer's goal is to design a costume that creates a character and allows the cast member to perform unconstrained, all while blending aesthetic elements and safety concerns. New artists were asked to submit plaster casts of their heads. FEW FACTS AND FIGURES Cirque's assets are worth an estimated $1 billion, its annual ticket sales have climbed above $450 million, and more than 40 million people worldwide have attended at least one Cirque show. The Cirque crew gathers diverse talent from all over the world and brings all the performers together into a cohesive whole. Whether it's a touring show like Alegria or Varekai or a resident show like "O" or "Love" in Las Vegas, all Cirque shows are built around the same two core elements: a unique theme and a unique soundtrack. The Cirque team avoids straight narrative in order to allow room for the audience to interpret the show any way they want. Audience, Innovation and Strategy. • The company created niche market of live entertainment within the entertainment industry. • The company started targeting adult audience who visited the theater and opera. • Shows highlight artistry rather than the thrills that the traditional circus presented. Innovation Customer centric strategy Organizational culture The Studio A full-fledged creation, innovation and training laboratory. • Established in 1997 to instill creativity in acts of circus. • Artists training: Performers come from a variety of backgrounds, including artistic gymnastics, tumbling, acrosport, swimming, diving, dance, singing, music and, of course, circus arts. Some fifty nationalities are represented among Cirque du Soleil artists. • In 2010, over 600 performers will receive customized training in the Creation Studio. • Physiotherapists and fitness specialists work on site in the Studio to keep performers in good health, help maximize their physical potential, and ensure an optimal environment for their development. • The Centre for Research and Innovation of Performance • Research and development have always played a key role at Cirque du Soleil in each and every one of its activities. The Centre for Research and Innovation of Performance (CRIP) at Cirque du Soleil is an office of specialized studies in the development of equipment, environment and physical and acrobatic performance at Cirque du Soleil. • Cirque did not employ star performers or animals in its shows, it was able to keep the costs low and to provide customers with a value for money experience. No Marketing ! ! • Team Formation: 5-6 Members • Ground Research 18 months Task • Search of Local promoters • “Buzz Town Effect” • AEP Regional Player • BMW Dubai Show “ To be creative in doing is important but being able to portray that we are creative is more important ” • Word of mouth appreciation :Opening Ceremony • Artistic Ambassadors where sent to city before to create Buzz Effect • Website redesigned and Best Design and Realization award from Sussex Austria,2002 • “join a fan club” was preferred rather then “sign up feature” • Maintaining Active and Effective Database • Mail froM “Special Character” Face Book Pages ROAD AHEAD •Build cirque the entertainment capital of the world. •Build an experience around the customer. •Transform Montreal into a world centre for circus arts. •Using different production method for every show. • Word of mouth appreciation :Opening Ceremony • Artistic Ambassadors where sent to city before to create Buzz Effect • Website redesigned and Best Design and Realization award from Sussex Austria,2002 • “join a fan club” was preferred rather then “sign up feature” • Maintaining Active and Effective Database • Mail froM “Special Character” Face Book Pages ROAD AHEAD •Build cirque the entertainment capital of the world. •Build an experience around the customer. •Transform Montreal into a world centre for circus arts. •Using different production method for every show.
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