Nutcracker $$$ dreams.

The Nutcracker has become entrenched in the fabric of our culture like no other ballet. Who hasn't experienced a thrill of anticipation on hearing the magical strains of Tchaikovsky's overture? The story of Clara and her stalwart Nutcracker Prince fills the imaginations of countless children who dream of one day dancing the ballet's roles. Naturally, ballet schools make it their business to help those dreams come true.

It's no secret that companies cash in on the ballet's popularity during "Nut" season, and that the profits support other activities throughout the year. But benefits to the organization go far beyond box office proceeds.

One shining example is Houston Ballet's annual Nutcracker Market, which nearly doubles its Nutcracker ticket take, making up 25 percent of the organization's annual budget. The Market grew from a volunteer-staffed, church bazaar sale in 1981, to an upscale destination with a year-round support staff of two.

The genius of this fund-raising approach is that it reaches beyond ballet patrons to the general public. In 2004, the four-day shopping extravaganza at the Astrodome complex's Reliant Center attracted 68,000 customers, who spent a staggering $9.1 million, with 100 vendors hawking wares like home decor, jewelry, gourmet food, apparel, accessories, toys, garden items--and of course Nutcracker dolls and paraphernalia. Houston Ballet collects a booth fee and 10 percent of all sales, and the profits ($1.9 million in 2004) go toward general support, including the Ben Stevenson Academy, the official school of Houston Ballet.

Holiday markets operate in many large cities, but in Houston, the ballet company got there first. "We had the market cornered before the competition caught on," says managing director C. C. Conner, Jr. "Our market has a trademark people know. They actually fly into Houston for it."

Granted, there are few organizations capable of a Nutcracker event of this magnitude. But, you don't have to rent out the Houston Astrodome to make money. Smaller ideas can do the trick.

Ballet Arizona's Nutcracker puts on an annual Children's Holiday Nutcracker Party that, according to volunteer and board member Jo Finks, kicks off the social season in Phoenix. The three-hour event includes a seated gourmet luncheon for 600 (at $750 per table of 10) at The Phoenician Resort in toney Scottsdale. Face-painting, magic shows, balloon artists, and cookie decorating lead up to performances of Nutcracker dances by students from The School of Ballet Arizona and a "Grand Pas de Deux" with members of Ballet Arizona.

"This is a child-centered event," says Finks. "We have lots of meet and greet; kids get to dress up and have their pictures taken. A core audience of family and friends is guaranteed because those students who can't be in the company production perform at the luncheon." Signature stuffed hears sell at the party for $30 each. "Every year is different. This year he's in a Nutcracker soldier outfit. Some people have all 14 bears," says Finks. "We love this party. It's so much fun for the children. It generates a wonderful spirit."

For Frank Galvez and Lucia Montero, who in 2003 started Galmont Ballet Centre for Dance Education in Melbourne, Florida, The Nutcracker is a way to attract students to the Centre. "Each year we'll get a great number of new students inspired by the production," says Montero "and therefore our annual tuition revenues will grow." In 2004, their first American Nutcracker recouped the entire start-up investment of $28,000, and they project future revenues to cover up to 30 percent of their annual budget.

Each participating student signs a contract requiring them to sell 10 tickets. "If we have 60 students performing, 600 tickets are sold already," says Montero.

For Roxey Ballet in Lambertville, New Jersey, this year's four performances of The Nutcracker will bring in about 30 percent of the company's yearly revenue, says founder/artistic director Mark Roxey. The production is cast with dancers from Roxey Ballet and Roxey Ballet II, plus students from The Mill School, directed by Roxey's wife Melissa.

Roxey says that building school enrollment and raising money are equal considerations when mounting the production. "Make the service you provide to the community and the children valuable," he advises. "Dance is really more about the process. This is what provides a sustained life in the arts for young people." However, to ensure that expenses are covered, Roxey charges student fees of $25 to audition and $100 to participate. He justifies the fees as similar to class tuition. If the hours and days of involvement with The Nutcracker were broken down into class time, he says, tuition would exceed the participation fees. "We make this experience a valuable education service first. The performing is the icing on the cake."

"The Nutcracker is an incredible catalyst," he says. "It's like a starter kit for dance. Students look forward to it. It's a wonderful production that allows us to do other productions."

Kathy Valin has written about dance for Cincinnati CityBeat and The Cincinnati Enquirer.