Sacramento Ballet’s ‘Nutcracker’ production marketed by local students.

By: Brody Fernandez Of Gold Country Media
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A new version of “The Nutcracker” is coming to Sacramento in December and the marketing for the popular $1.1 million production was done by William Jessup University students in Rocklin.

“We decided to go in a completely different direction for our 2018 marketing effort for ‘The

Nutcracker,’” said Ken Fry, president/CEO at Genesee Scientific Corporation and one of 15 Sacramento Ballet Board members. “We contacted William Jessup University and they set up a meeting with one of their business professors.”

That professor is Roseville City Councilman Scott Alvord.

“The book and classroom lectures give knowledge but working on a real assignment gives real experience that can't be taught otherwise,” Alvord said.

“In the business department at Jessup, there are a lot of professors that have real-world jobs and teach on the side,” Alvord said. “This gives a very fresh perspective in classroom lectures and projects. This is the first time in a single course where we’ve had such a large responsibility with tight deadlines and critical deliverables.”

Alvord described the challenges from an assignment as big as this one.

“The biggest challenge is that the deadlines are real and they were counting on us to deliver what we promised," Alvord said. “The students still had to read through a detailed textbook but I had to frontload a lot of information because we had to start the project right away. Although it is very challenging, the class is already equipped to think critically and is keeping up well as we dive deep into hands-on marketing concepts. They are excited and it is infectious!”

William Jessup University senior Kaylee Harlan said it was a “fantastic opportunity to be able to learn marketing by actually doing a serious marketing project with a real budget.”

Junior Abigail House explained how the real-world experience was a huge plus.

“Other than the homework assignments, it feels like we’re working for a real marketing firm,” House said. “We even dressed up and formally interviewed our client. I love this class.”  

The production will be at the Sacramento Community Theatre from Dec. 14 to Dec. 23. More information can be found at