Thirty years of advancing dance. (News).

This year, Philip Morris Companies, Inc. marks its thirtieth anniversary of supporting dance. Although the company's name may carry a negative connotation, Philip Morris's philanthropic arm has embraced the dance community. Thought to be the largest corporate funder of dance in the United States, it bestows its generosity on large as well as small companies, schools as well as festivals. The company made its first grant to the Richmond Ballet in 1972, and since then has funded hundreds of groups, mostly for new work, operating expenses, or touring. Their grants this year total $1.8 million, almost half the amount that the National Endowment for the Arts gave to dance last year. (For a list of 2002 grantees, see www.philipmorris.com/ philanthropy/culture/culture.asp.)

Sharon Gersten Luckman, executive director of the Alvin Ailey Dance Foundation, effuses over their support, which began with touting assistance in 1979. "What's so fabulous is their absolutely unwavering commitment to Ailey and to dance," she said. "There were years when Ailey wouldn't have survived without their support." Reflecting on their unique approach, Luckman added, "They never try to control the artistic product. They're the kind of support that everyone dreams about."

PM also funds presenters like Dance Theater Workshop. DTW Executive Director David White says, "They evaluate what's happened in the dance community rather than function as a marketing arm of their business." The first DTW program that PM funded was "Fresh Tracks," a series for beginning choreographers. "It was counter-intuitive," White says. "They weren't supporting the biggest, most known and familiar programs. They were at the other end of the food chain. It identified them as progressive."

This year grants went to about 110 individual artists, companies, presenters, and service organizations, including 17 new grantees. For the first time, a panel of three professionals in the field (including White) conferred to make decisions. Jennifer Goodale, director of corporate contributions, explained, "We have a new philosophy of being open about our grant-making process. There was a lot of mystery before. Greater accountability leads to greater measurability of impact."

Staff members of the PM dance-funding program have spoken out publicly in defense of the arts. And they have made an effort to involve the rest of the PM workers in the arts. Goodale chuckled when she admitted that employees from other departments of PM call her to say, "I want to come work for you. You guys are having too much fun!"

In recognition of its enormous contribution to dance, Career Transition for Dancers honored PM on October 21. (The other award went to composer Richard Rodgers, post-humously.) In the past, PM has been honored by DTW, the School of American Ballet, and the Danspace Project.

Although many perceive Philip Morris to be primarily a cigarette company, PM acquired General Foods and Kraft more than ten years ago. Gone are the 1980s, when free cigarettes were given out at galas like The Joffrey Ballet's benefits. In order to reflect the breadth of its holdings, PM plans to change its name and logo. So next time you want to apply for a grant from an organization where the dance-fund staff members are as passionate and dedicated as dancers, look for the new Altria logo.