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The new dance season is upon New York, and for the first time in years, much of the excitement is coming out of City Center-the historic performing arts hall that opened in 1943 as Manhattan's first home for music, theater and dance.
On Tuesday, the performance hall premieres Fall for Dance, a weeklong festival showcasing world-renowned dance companies like Martha Graham and Paul Taylor. Trendy ads for the event have been running daily in the papers and gracing bus stops around the city, featuring whimsical images and a new slogan, "Catch the Curtain." And the performing arts center is offering its first subscription series for the few dance troupes that perform there every year, such as Alvin Ailey.
Restoration project
The moves are part of Chief Executive Arlene Shuler's plan to restore City Center to its former glory by slowly turning it into an arts producer instead of a simple rental hall. Since she took the job a year ago, she's been striving to help the landmark regain its stature as the city's leading place for dance. In one subtle change, she renamed the hall soon after her arrival, dubbing it New York City Center.
"I am trying to create a new image for City Center and increase its visibility," says Ms. Shuler, a former dancer with the Joffrey Ballet and a longtime arts executive. "I want people to say, 'I wonder what's happening at City Center tonight,' and that's...