Final presentation

Newport Theatre Arts Center Halle Erdahl, Liv Enriquez, Emily Blumhardt, Raquel DeSantis

Client Fact Sheet Mission: The Newport Theatre Arts Center takes pride in putting on professional grade productions with a completely volunteer run staff.

Organization: 9 volunteer board members and 1 paid employee.

Facility: The Newport Theatre Arts Center is located at 2501 Cliff Drive, Newport Beach, in a repurposed church. The facility holds 90 people per production. There are two dressing rooms in the basement (one for men and one for women), a storage room for set pieces, the main theater, lobby area, and box office area.

Programs: A musical, a mystery, a drama, a comedy, a farce, a children's’ show, Community Holiday Show.

Services: Community theater Productions Hours: The box office is open for reservations Tues. - Sat. 4:30 - 7p.m. Performances take place Thursday - Saturday at 8p.m. and Sunday matinees at 2p.m.

Admission: Tickets range from $12- $27 depending on the day of the week and whether the performance is a musical or not.

Season ticket holder prices range from $70 - $115 based on the various packages.

Trend Research ORANGE COUNTY

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Approximately 23 community theatres in Orange County Successful theatres are doing a mixture of new and old productions External and internal community is a strong element

CALIFORNIA

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Huge market for the arts but the state government does not see arts education as a priority which is crippling its growth California is one of the top performing arts producers when it comes to for-profit and nonprofit organizations therefore there is demand but competition

NATIONAL

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Younger generations prefer internet entertainment Similarly to film trends, re-making stories that have already been told have proven to be successful

Competitive Literature Analysis THE CHANCE THEATER Publicity ● Trailers are made for each production which are posted to Facebook and Twitter to encourage people to come out to the production Website ● Clean looking website and quality graphic design ● Past performances are archived with a cast and production list, summary, links to articles, pictures, videos, photos, and audience reviews

Original Research ON-SITE SURVEY ● ● ● ●

Mutual agreement that NTAC puts on quality productions Majority were unaware NTAC was on social media Split between comedy and musicals for favorite genre Good number of attendees were new to NTAC but there were a few returners who hadn’t been back in years

ONLINE SURVEY ● ● ● ● ●

34 respondents Majority were 45 or older Hold bachelor’s & master's degrees Average 100k income Online ticketing preferred

Situation Analysis ●

Drop in attendance

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Tensions between NTAC and the Community

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Younger audience is needed

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Brand overhaul

Key Publics

HIGH SCHOOL/COLLEGE TEACHERS IN OC

SENIOR OC WOMEN

YOUNG PROFESSIONALS

POTENTIAL DONORS

Goals & Objectives Goal 1: Increase number of season ticket holders Objective: Establish a partnership with 5 surrounding senior centers by December 2016.

Goal 2: Reach a younger audience & increase their attendance Objective: Implement a cohesive social media plan beginning in July 2016 and increase awareness by 50%.

Goal 3: Establish a more positive image in the community & increase involvement with surrounding neighborhoods Objective: Host a neighborhood barbeque with at least 50 community members in June 2016 to promote the upcoming season and highlight future performances.

Core Problem If the Newport Theatre Arts Center does not increase ticket sales, reach a younger demographic, and establish better relationships with the surrounding community, the arts center will not be able to sustain its audience base and ticket revenue.

Strategies & Tactics ● ●

Theme: Community in the Spotlight Demonstrate to local community that NTAC is a successful nonprofit that produces high quality entertainment at affordable prices

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Influence younger demographics (elementary - young parents), to attend performances and understand the importance of local theater

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Create better relations with the community by branding NTAC as a philanthropy that aims to provide entertainment to the local area while also providing opportunities for involvement at all ages

Re-branding

Communication Tactics

Special Event

Calendar May ● Marketing for 1776 ● Marketing for Day in the Spotlight Event ● Lock down sponsorships & vendors for Day in the Spotlight Event June ● Contact media to highlight Day in the Spotlight ● June 11 - Day in the Spotlight Event ● Begin to establish partnerships with local senior seniors

July ● Marketing for Children’s Show ● July 29 - Children’s Show Opening Night ● Implement dynamic social media plan August ● Plugs for upcoming season ● Plug for season ticket holders ● Roll out online ticketing system September ● September 9 - New Theater Season begins

Evaluation Objective 1: Establish a partnership with 5 surrounding senior centers by December 2016. ● Reach out to 15+ senior centers in order to raise awareness of potential partnerships ● Solidify partnerships and outlines with the senior center Objective 2: Implement cohesive social media plan in July 2016 and increase awareness by 50%. ● Re-vamp Twitter and Facebook pages to be cohesive with our new branding materials ● Record reach and analyze improvements Objective 3: Host a neighborhood barbeque with at least 50 community members in June 2016 to promote performances. ● Create and send out invitations to 500 Newport Beach community members ● Host event, advertise future events, and count attendees

Thank You!