Cirque du Soleil began in the early 1980s with founder Guy LaLiberte and Gilles St Croix. The city of Quebec granted LaLiberte $1.5 million to host a massive production for Quebec's 450th anniversary celebration of Jacques Cartier's discovery of Canada. Although initially set out to be a one time production, LaLiberte was able to get a 2nd year of funding and took the show on the road to other parts of Canada. Despite continuing financial struggles, a leap of faith led the show to the LA Arts Festival in 1987, where an overwhelming positive response helped push international expansion Since the 1980s, Cirque du Soleil shows have impressed its audiences by integrating the fine arts into circus and has lived up to the tagline “we reinvent the circus.” Because of its ability to branch out from the typical circus show and into the world of fine arts, Cirque has been able to reach new target audiences. Cirque du Soleil call Las Vegas it’s current home, but continues to perform for audiences worldwide. Currently, Cirque du Soleil generates over $800 million annually. It’s continued success is due to strong creative direction in a market that is solely theirs. Cirque has created it’s own niche market that cannot be compared to any other performance, whether in the circus industry or in the fine arts. Its combination of the arts and circus along with the elimination of using animals has led to consumers paying a price premium to see a Cirque du Soleil show rather than watching a much less expensive circus or theatrical show. Cirque focuses heavily on maintaining its unique creative direction and taking risks. With each new show and new storylines, Cirque is able to reach new target audiences while keeping their current audiences engaged and excited. Most recently, Cirque added the Michael Jackson: The Immortal World Tour, which Forbes Magazine calls the “top touring