Cirque du Soleil:
Creating a Culture of Extraordinary Creativity
Cirque du Soleil was a site visit for IU 1999

Annie St-Aubin, Public Relations Officer of Cirque du Soleil, greeted us in the lobby of their massive, then new headquarters in Montreal. While the size and structure of the building are impressive, it»s the nature of the architecture that is unique and clearly reflects the creativity of the company and its product. The chic, industrial feel of the design and the interaction-friendly layout of the building are a manifestation of the values, mission and management style of the company. True to their mission, the space áinvokes the imagination and provokes the senses. " The lobby and even corridors are thoughtfully designed to create chance gatherings and incidental conversations among employees and visitors alike.

During our tour with Annie, we stopped at the two enormous rehearsal areas--each the size of a circus tent. There Jacques Marcotte, Stage Manager, described some of the challenges they have faced and innovative solutions devised to mount such complex performances. An unexpected feature of the rehearsal halls is the set of windows overlooking them at the second-floor level. We learned later that these interior windows allow administrative workers to observe the creative work done below and the performers need only look up to be reminded that their performances are supported by many people and functions behind the scenes.

Cirque du Soleil»s unusual programs demand equally unique sets and equipment. We visited the construction areaéactually a giant machine shop--where Pierre Sontag, Construction Shop Buyer, described their innovative achievements in set construction. Because of the superb creativity displayed by this department, their expertise is sometimes sought by outside companies who are faced with unique physical challenges. We then spent time with Carole Myles, Assistant Shop Director (Costume Production). Here we learned to appreciate the incredible amount of painstaking work that goes into the production of costumes, hats and other props. Everything here is customized and handmade for each individual performer. The even have head molds of every performer in order to make the headpieces form-fitting.

We ended our tour in the boardroom, which of course, has a picture window looking down on a rehearsal area. Gaetan Morency, Vice-President Planning and Development shared Cirque du Soleil»s story and philosophy. What follows is a summary of notes taken during this meeting:

Background: Cirque started in 1984, with roots in an annual festival of street and circus performers. Begun as non-profit, it became a for-profit company in 1992. In the two years following our visit, the company was expected to more than double both revenues and number of employees.

Vision: is more than the product. They have developed a brand name, Cirque du Soleil, associated with quality and innovation. There are no special effects, but rather humans behaving as superhuman. This gives hope--people can do extraordinary things!

There are at least half a dozen circus groups like Cirque du Soleil worldwide, but none have grown as they have. They believe it is President Guy Laliberte»s marketing vision integrated with a superbly artistic approach that has caused their success.

Future growth will come from situations where they can create newness. They are moving into the audiovisual / multimedia direction and developing children's programming.

Their long-term goal is to be the most inspiring creative company in the world.

Values: They participate in local communities in each of their base cities and see themselves as "neighbors", which is only natural given their origin. They help other arts organizations by buying unsold tickets and giving them to their staff which in turn helps them appreciate other arts activities. They strive to inspire street people and marginal youth to attain their dreams as they themselves have done.

Mission: "Invoke the imagination, provoke the senses, evoke the emotion."

Creativity: Each show is a living prototype that never stops evolving. Each act is collaboration between artists and everyone else involvedéthey co-create and continuously improve with each performance.

Environment: The headquarters building was designed specifically to create communication between and appreciation of the different functions. This makes everyone feel part of a team and is all-important to help them achieve their goals.

Culture: Life in the organization is much broader than in most companies. The itinerant culture of circus artists, living together and travelling together, creates a different sort of organization. They do not see themselves as a workplace or just an economic unit, or their people as workeréthey are like family. We also noticed that many staff members wore Cirque du Soleil clothing - jackets or tee shirts, reflecting the pride they take in the organization.

Diversity is a fundamental part of their culture, and they see this as a key to innovation.

They celebrate successéawards are displayed in lobby; shows are on live video in offices

Management Style: Their management approach is based on purpose, involvement, communication and creativity. When the President toured all company sites to discuss the 5-Year Plan, he met with staff in groups of 25 to 30. On an everyday basis, they don't ámake" decisions so much as allow decisions emerge when people adhere to an idea.

Planning is focused on change. Managers' action plans are based on what they are proposing to change or improve. Planning is done on a team basis, first from top down and then from bottom up.

Leadership: Guy Laliberte, President and Founder "We want to keep growing so our people can keep growing."