Spend a Day at the Neighborhood Theater

A case study about the time I launched and managed a program for first-time theater goers.

The Situation

Dallas Children’s Theater strives to be an inclusive space for all families and children. In the summer of 2016, I developed a program inviting minority families to experience live theater together for the first time.

The Solution

The National Endowment for the Arts (NEA) researched barriers and motivations affecting arts attendance, and portions of the findings were used when I mapped out the program.

Based on the research report, I outlined the points we could address, wrote the copy for all print marketing and the website, coordinated the translation of marketing materials into Spanish, met with a consultant for feedback, managed reservations, and executed event day programming (will call, giveaways, food, etc.).

I focused on grassroots outreach to organizations and individuals in the target audience, so barriers to entry were as limited as possible. I cold-called local nonprofits and businesses who served low-income and minority families, and delivered brochures to their offices. Next, I connected with organizers in Dallas Independent School District who organized expos around the city serving our target. Eventually the DCT Board President became a close ally in making more introductions.

The Result

In the first year, the Neighborhood See-A-Play Date program saw attendance of more than 800 people. Many came in groups organized by nonprofits, families gathered for entertainment, and many children saw multiple productions.

Over the next two seasons audiences increased by 61%. I introduced a texting notification platform that gained over 200 subscribers and maintained only a 3% unsubscribe rate. And I deepened relationships with 12 partner organizations, reached more individuals through a presence at community events, and coordinated group reservations for every event.