As Northrop Auditorium approached the half-century mark, it experienced a series of turning points. The facility was aging. The recital business, staple of the University Artists Course for decades, had seriously declined. The most crucial turning point occurred in 1973, when the Minnesota Orchestra left for its acoustically superior and smaller home, Orchestra Hall. Northrop began running deficits. Under Dr. Ross Smith, who arrived as Concerts and Lectures director in 1968, Northrop looked for innovative ways to fill the hall.
The Board of Regents provided one boost. After prohibiting outside promoters from renting Northrop for their own profit for decades, regents voted to reverse the policy in 1974. The era of rock and pop concerts began.
But it was dance that would prove to be Northrop’s marketing niche. In the 1970s, interest in the art form was gaining popularity. Northrop’s seating capacity and the size of its proscenium stage made it one of the only facilities in the region with the ability to present major touring dance companies. The Northrop Dance Season was established in 1970–71. Northrop committed to dance in 1975, investing $30,000 to replace its old floor with a new sprung wood floor consisting of overlapping wood strips. The floor was called a “Balanchine basket weave,” duplicating the one developed by George Balanchine for the New York City Ballet.
The number of dance companies booked by Northrop rose from three in 1969 to twelve in 1975. These included three of the country’s top troupes, Alwin Nikolai, Alvin Ailey, and Martha Graham, and a 17-performance World Dance Series featuring contemporary, ballet, and folk miniseries. Smith was instrumental in arranging the collaboration between the Minnesota Dance Theatre, the Minnesota Orchestra, and Northrop in presenting the Loyce Houlton’s Nutcracker Fantasy for many holiday seasons.
The list of dance legends Northrop Dance Season presented in the twentieth century alone is so long that to enumerate even highlights risks becoming a laundry list: Mikhail Baryshnikov, Rudolf Nureyev, Merce Cunningham, Paul Taylor, and Twyla Tharp; New York City Ballet, American Ballet Theatre, Joffrey Ballet, Stars of the Bolshoi Ballet, the National Dance Company of Senegal, and Bill T. Jones/Arnie Zane Dance Company are just a few.
Citing its role as a major dance presenter, and wishing to avoid confusion, in September 1978 a Northrop press release went out declaring, “The Department of Concerts and Lectures is pleased to announce that the University Artists Course is officially dead. Alive and well in its place is the Northrop Dance Season, which sponsors the World Dance Season, Metropolitan Opera, Nutcracker Fantasy, and other events noted on this letterhead.”
In 1980, Minnesota magazine reported that, in the previous decade, more than 600,000 people had seen 161 performances under Northrop Dance Season auspices and the department was in the black. Ross Smith noted that the only great dancer who hadn’t appeared on the Northrop stage was Isadora Duncan. Northrop Dance Season was regarded as one of Smith’s most important legacies. It was continued and enhanced by his assistant Dale Schatzlein, who became Northrop director in 1985. (After Schatzlein’s death in 2006, Northrop Operations Director Sally Dischinger served as interim director. Ben Johnson served as director of Northrop Concerts and Lectures from 2007 to 2013. Christine Tschida is Northrop’s director today.)
In 1980 Northrop began regularly hosting distinguished lectures by world leaders when the Humphrey Institute of Public Affairs’ Distinguished Carlson Lecture Series made Northrop its home base. Over 50 dignitaries, including U.S. Presidents Jimmy Carter, George H.W. Bush (when he was Vice President), and Bill Clinton, have stood at Northrop’s podium. In 2001, Carlson lecturer His Holiness the 14th Dalai Lama received an honorary University degree on the Northrop stage as part of his visit to campus.
Competition for the arts dollar in the Twin Cities heated up in the 1980s as new performance venues, particularly the dance-friendly Ordway Music Theater in St. Paul, opened. Northrop continued to grow its dance audiences nonetheless. In 1992, Northrop Dance Season counted 3,000 subscribers and overall attendance of 40,000. Programming focused on artists from diverse cultures.
Meanwhile, another important Northrop tenant, the Art Gallery, was contemplating its future. The fourth floor rooms and auditorium corridors were never meant to be the gallery’s permanent home. But there the gallery’s 7,000 pieces valued at some $6 million remained, scattered about the building in cramped storage spaces with no temperature control. Under the direction of Lyndel King, who took the helm in 1981, the gallery made plans for a suitable facility.
In 1983 the Board of Regents approved a name change to University Art Museum. In 1988, regents approved a proposal for $4 million for a new building, if the museum could raise a similar amount. Finally, in 1993 the no-longer “little” museum moved into its own building, the landmark Frank Gehry-designed Weisman Art Museum.
Northrop’s presenting scope expanded in 1987 when it joined with the Walker Art Center in launching the Discover Series to showcase new directions in performance, drawing its season roster from contemporary artists in opera, dance, music, theater, and mixed media. Notable past performances have included Philip Glass, Martha Clark, Diamanda Galas, the Wooster Group, Spalding Gray, Kronos Quartet, Trisha Brown Dance Company, and Urban Bush Women. The Discover Series received a boost in 1990 when Northrop was one of three arts presenting organizations nationwide awarded a three-year grant of $249,00 from Northwest Area Foundation to co-commission and present large-scale contemporary visions in the performing arts.
In 1993 Northrop became one of 20 jazz presenters nationwide to join the Lila Wallace-Reader’s Digest National Jazz Network, paving the way for Northrop Jazz Series, a complement to the club scene. Charlie Haden Liberation Music Orchestra was the first artist to perform as part of the Jazz Season. Sonny Rollins, Wynton Marsalis, Cassandra Wilson, Herbie Hancock, Maria Schneider, and The Bad Plus are just a few who followed.