Behind The Print: Midland Festival Ballet
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode of Behind the Print, I chat with Pearl Wamsley, Communications Director at Midland Festival Ballet which is a nonprofit ballet school and pre-professional company based in Midland, Texas. Pearl shares how the organization brings professional-level dance opportunities to students in a rural community, how print plays a powerful role in audience connection, and why storytelling is central to both their fundraising and marketing efforts. From collaborating with major symphonies to flying carpets on stage, this episode is full of inspiration, creativity, and practical insight for arts organizations everywhere.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.
8-minute read
“Locally a lot of us have stepped up our print game, which has been really fun to see. Storytelling and compelling visuals. Don’t be afraid to show who you really are.” Pearl Wamsley, Communications Director
Transcripts from Behind The Print with Midland Festival Ballet Communications Director, Pearl Wamsley
Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is “Midland Festival Ballet” and I am here today with their Communications Director, Pearl Wamsley!
Pearl Wamsley: We’re in Midland, Texas, out in far West Texas about five hours from El Paso or Dallas. There’s no major professional dance scene here, so Midland Festival Ballet is a nonprofit ballet school and pre-professional company. All of our company dancers are students junior high and high schoolers.
We were founded in 1993 and have been growing ever since. I’ve been involved since I was six. I danced through high school, came back to guest perform and choreograph, and now I work on communicationsphotography, programs, social mediaall the fun stuff that supports the stage.
Zoe Fisher: That’s so cool. From dancer to directorthat’s such a full-circle story. What kind of impact does ballet have on a small, rural community like yours?
Pearl Wamsley: Midland and Odessa together have close to 400,000 people, but it’s a very transient population due to the oil and gas industry. That makes community roots and arts investment even more important. We’ve seen incredible support from the communitylocal theater, symphony, museums. People want culture where they live, and we’re part of that effort.
We offer classes starting at age three, all the way through college age. Some just want fun, others train seriously. Our performances are modeled after professional productionswith auditions, skill-based casting, a live symphony, and a beautiful performing arts center. And we bring in professional guest dancers to elevate both the student experience and the audience experience.
Zoe Fisher: That’s amazingbringing in pros sounds like such a great opportunity for students and a real treat for audiences.
“Collaborate with others and meet people where they are. That kind of outreach always brings new ideas and new audiences.” Pearl Wamsley, Communications Director
Pearl Wamsley: Totally. The students get to rehearse and perform alongside dancers they might follow on Instagram. It’s inspiring. And for our audience, it means seeing performers from New York City Ballet or other major companies right in their hometown.
Zoe Fisher: Let’s talk print. How does Midland Festival Ballet use printing in your programs and promotions?
Pearl Wamsley: We print a lotrack cards, brochures, postcards, donor letters, thank-you cards, and of course, programs. Our printed programs average 48–52 pages. People ask if we’ll go digital, but we’re pretty firm on print. Phones in the theater are disruptive, and a printed program lets the audience really connectread the story, meet the cast, learn about the guest dancers.
Zoe Fisher: What’s your secret to engaging audiences through printed programs?
Pearl Wamsley: Make them visual. Use full-bleed photography, especially from past productions. If it’s a story ballet like The Nutcracker, show scenes from the performance in the program while explaining the story. And the cast list is hugepeople love flipping through to find familiar names. Social media proves we’re visual creatures, so I try to lean into that with print too.
Zoe Fisher: What advice would you give other organizations struggling with audience engagement?
Pearl Wamsley: Use storytelling and make it personal. Whether it’s a grant, donor letter, or social post, people relate to stories. Ballet can seem elite or inaccessible, so we try to humanize it. Pair stories with strong visuals or even short videos. Don’t be afraid to show who you really are.
Zoe Fisher: Fundraising can be tough for the arts. What have you found that works?
Pearl Wamsley: It really dependsgrants, memberships, donor appealsbut across all of them, storytelling helps. Make your audience feel something. Visuals and video add so much. Ballet especially carries baggage of being “fancy” or “hard to understand,” so we try to break that down with approachable storytelling.
Zoe Fisher: What does it really cost to run a ballet company?
Pearl Wamsley: Just putting on a production can cost between $100,000 and $150,000. We’re in a remote area, so we have to bring in lighting designers, guest artists, costumes, rent the theater, hire the symphonyit all adds up. And of course, we pay our staff and crews. It’s a big operation.
“Performing arts attract high achievers—we want to do it all, but we burn out. Collaborate, communicate your vision, and know your limits.” Pearl Wamsley, Communications Director
Zoe Fisher: What advice would you give to someone starting a dance studio today?
Pearl Wamsley: Don’t be afraid to ask for help. Performing arts attract high achieverswe want to do it all, but we burn out. Collaborate, communicate your vision, and know your limits. During the pandemic, we filmed a version of The Nutcracker for TV. It was hard, but it showed how much creativity can come from constraints.
“Social media proves we’re visual creatures, so I try to lean into that with print too.” Pearl Wamsley, Communications Director
Zoe Fisher: I love thatget creative when times are hard. Is there a performance you’re especially proud of?
Pearl Wamsley: Definitely Aladdin and the Magic Carpet. We commissioned it ourselvescostumes, choreography, score, everything. It was the first time we used flying effects and digital projections. It was a huge leap forward and really ours. We’re bringing it back in 2026March 28–29. You’ve got to come see it!
Zoe Fisher: I’d love that. What do you wish more arts organizations were doing?
Pearl Wamsley: Stepping up their print gameand stepping out into the community. Go to fairs, schools, libraries. Collaborate with others and meet people where they are. That kind of outreach always brings new ideas and new audiences. Don’t just stare at your dataget out there and see who you’re really serving.
Zoe Fisher: Such great advice!
“We were founded in 1993 and have been growing ever since. We’ve seen incredible support from the community. People want culture where they live, and we’re part of that effort.” Pearl Wamsley, Communications Director
Zoe Fisher: Where can people follow Midland Festival Ballet or get involved?
Pearl Wamsley: Follow us on Instagram and Facebook at Midland Festival Ballet, or visit midlandfestivalballet.org. We post upcoming shows, ticket info, behind-the-scenes photos, and throwbacks. That’s the best place to stay in the loop.
Zoe Fisher: You heard her, check them out and get involved!
That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
On Pointe with Print
Midland Festival Ballet is proof that print and performance go hand in hand. Pearl Wamsley’s work reminds us that thoughtful design, storytelling, and strong community ties can elevate even the most remote arts organizations. Whether it’s a 50-page program that helps the audience connect, or a printed postcard that inspires the next donor, every touchpoint matters. At PrintingCenterUSA, we’re proud to support arts groups like Midland Festival Ballet that use print to bring their vision to life and make the stage—and the story—feel a little closer to home. Order today!
