Sports are not funded by the government and they thrive. So what are they doing right that the arts are doing wrong? The arts in general are seen as only for the smart and/or the wealthy. The price of the ticket has nothing to do with this. The general public will shell out big bucks for sporting event tickets. I think we need to do more to break this elitest image. If we can't get T.V. (A&E and Bravo are now scarce with their ballet programs as well as PBS) or the movie theaters (The Company is showing in only 1 theater in San Diego County) to put us in the public eye, then we need to take measures to do it ourselves.
The lack of marketing is a huge problem in the dance world. I saw an ad on T.V. for Disney's figure skating show, and I thought if a dance company would advertise in that same manner it would really bring people through the doors. Half the time people don't even know a ballet company is in town performing. Cost is an issue of course, but people won't come to a show they don't even know is there.
I personally don't believe that the arts (or PBS) should be funded by the government. We should have to stand on our own two feet. OCPA Theater is an interesting case study for this. They do not take one dime from the government, they could, but they don't. They are currently expanding the theater and have become the Southern California Ballet Mecca for touring companies (source Dance Magazine). For years it was argued that PBS could not air their type of programming without funding from the government. The Discovery Channel, A&E, and Bravo have certainly proved them wrong.