Case Study: New York City Ballet streamlines marketing pipeline and media management with Airtable

How New York City Ballet manages their marketing pipeline

New York City Ballet, which stages more than 60 ballets a year at Lincoln Center, faced fragmented workflows for marketing, video and internal requests: emails and scattered channels meant requests got lost, status was hard to track, and finding archived performance footage was time-consuming. To address this, the company deployed Airtable—using Airtable forms and bases—to centralize intake, catalog media assets, and coordinate work across marketing and media teams.

Airtable built a customized ticketing system (forms feeding an Airtable base), a searchable catalog of performance footage, and integrations (automatic Trello card creation and API support from an Airtable CSM) to automate routing and status tracking. The result was a single source of truth with clear request status, fewer lost or forgotten requests, reduced back-and-forth, faster access to assets, and improved project visibility for large initiatives like the website redesign—demonstrating Airtable’s impact on organization and workflow efficiency.

New York City Ballet

Laura Snow

Video Producer