URTA / BRAND GUIDELINES

A N T R U ESIG LINES DUIDE G

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W ET SE E T HA G E ST U R TA D E S I G N G U I D E L I N E S

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C L I C K O N PAG E N U M B E R S TO G O F O R WA R D O R B AC K TO C O N T E N T S PAG E

01 The Brand

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06 Website

Brand History Brand Objectives Brand Story Brand Purpose Brand Voice

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1 Home 2 Services & Programs 3 About 4 The URTAs 5 Events Page 6 Membership 7 How to join 8 Artist Engagement

02 Logo

Logo Vertical Logo Horizontal Lockups Minimium Sizes Clearspace

03 Typography Corporate Typefaces Typographic Treatment

04 Colors Color Breakdown

05 Collateral 1 Business Card 2 Letterhead 3 Note Card 4 Envelope 5 Brochure 6 Banner Stands

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07 Lead Visuals 1 Lead Visual 2 Lead Visual

08 Photography 1 Photography 2 Photography

09 Iconography

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10 Contact

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Information

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W I T H A S T R O N G F O U N D AT I O N O F S U C C E S S , YO U R B R A N D A N D I T S S T O R Y H A S A L O T T O T E L L . Y O U R B R A N D P L A T F O R M W I L L B E T H E C A T A LY S T I N M E E T I N G Y O U R G O A L S A N D A C H I E V I N G S U S TA I N A B L E S U C C E S S NOW AND IN THE FUTURE.

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BR AND HISTORY

W ET SE E T HA G E ST

The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.

Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their needs, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!

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Brand Objectives T O E S TA B L I S H A S T R AT E G I C P L AT F O R M T H AT W I L L F R A M E T H E F O U N D AT I O N A L B U I L D I N G B L O C K S T O TA K E T H E U R TA B R A N D T O T H E N E X T L E V E L A N D E M P O W E R T H E O R G A N I Z AT I O N T O S U C C E S S F U L LY A C H I E V E B U S I N E S S G O A L S .

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Brand Identity T O E S TA B L I S H A S T R O N G A N D O W N A B L E , U N I F O R M A N D C O H E S I V E 3 6 0 B R A N D L E D U R T A I D E N T I T Y, T H A T I S D E M O N S T R A T I V E O F T H E V A L U E Y O U B R I N G , A C R O S S A L L C H A N N E L S A N D C O M M U N I C AT I O N S .

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Brand Messaging T O C O N N E C T O N A H U M A N L E V E L A N D B R O A D E N U R TA’ S E X I S T I N G TA R G E T A U D I E N C E B Y C L E A R LY C O M M U N I C AT I N G T H E B R E A D T H O F Y O U R O F F E R S .

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Brand Positioning T O F U R T H E R S T R E N G T H E N U R TA’ S P O S I T I O N I N G A S T H E G O L D S TA N D A R D IN PROFESSIONAL TR AINING OF FUTURE ARTISTS.

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B R A N D P L AT F O R M

A T U RA N D B RO R Y ST Our role of a lifetime is getting you yours.

We are dedicated to taking you beyond the degree. Mapping out the steps leading up to your shining moment. Because you are the star.

We do the work, developing platforms for innovation and change. Uniting the industry as a community - empowering themselves, empowering each other - from one generation to the next.

Building tools and programs to ignite “anything is possible.” We are where dreams come true. Where if you believe, you can achieve. Your helping hand to teach and guide you along the way. Putting you at center stage and cheering you on even after you take a bow.

From every aspect, URTA is your “all access badge” to theatre arts. Where our gold standard performance is all for you.

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Brand Purpose O P E N I N G D O O R S F O R T H E AT R E A R T S W I T H A “ H I R E” P U R P O S E F R O M O N E G E N E R A T I O N T O T H E N E X T.

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Brand Position T H E G O L D S TA N D A R D I N S E T T I N G T H E S TA G E G I V I N G T H E AT R E A R T I S T S T H E S P O T L I G H T A N D G R AV I TA S T O S H I N E .

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Brand Promise I N S P I R I N G Y O U T O R E A C H F O R T H E S TA R S A N D SHOWING YOU HOW TO GE T THERE.

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Brand Values SHARING, HOPE, WISDOM AND PERSEVER ANCE.

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Brand Attributes S U P P O R T I V E , B R I G H T, R E F I N E D A N D O P T I M I S T I C .

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BRAND VOICE SUPPORTIVE BRIGHT REFINED OPTIMISTIC

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YOUR BR AND IS T HE PUBLIC FACE OF YOUR BUSINES S AND D EF I N ES H OW YO U R C L I EN T S , C U S TO M ER S A N D PA R T N ER S VIE W YOUR BUSINES S .

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LOGO VERTICAL

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LOGO VERTICAL FULL COLOR

L O G O V E R T I C A L T W O C O L O R Gold Pantone 7548 C

LOGO VERTICAL B&W

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L O G O H O R I Z O N TA L

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L O G O H O R I Z O N TA L F U L L C O L O R

L O G O H O R I Z O N TA L T W O C O L O R

L O G O H O R I Z O N TA L B & W

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L O C K U P S F U L L N A M E & TA G L I N E Type Pantone 7549 C

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LOCKUPS PL ACEMENT

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MINIMIUM SIZE 0.5 INCH

0.5”

MINIMIUM SIZE 0.75 INCH 0.75”

MINIMIUM SIZE 1 INCH

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LO G O V ER T I C A L C L E A R S PAC E

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L O G O H O R I Z O N TA L C L E A R S P A C E

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A S W I T H O U R L O G O , C O N S I S T E N T U S E O F U R TA’ S C O R P O R AT E T Y P E FA C E — AV E N I R — R E I N F O R C E S YO U R B R A N D I D E N T I T Y.

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C O R P O R AT E T Y P E F A C E Avenir Avenir is a geometric sans-serif typeface designed

by Adrian Frutiger in 1988.

The word Avenir means “future” in French.

— Download this font for free at www.digitaldownloads.io/fonts/ avenir-font-family-free/

Avenir Book 45

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@£$%%^&*() U R TA D E S I G N G U I D E L I N E S

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C O R P O R AT E T Y P E F A C E Avenir Avenir is a geometric sans-serif typeface designed

by Adrian Frutiger in 1988.

The word Avenir means “future” in French.

— Download this font for free at www.digitaldownloads.io/fonts/ avenir-font-family-free/

Avenir Black 95

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@£$%%^&*() U R TA D E S I G N G U I D E L I N E S

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T Y P O G R A P H I C T R E AT M E N T

THE

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U RT AS The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.

Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their needs, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!

15 DEGREES

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COLOR IS ONE OF THE MOST POWERFUL OF ELEMENTS .

I T H A S T R E M E N D O U S E X P R E S S I V E Q U A L I T I E S . U N D E R S TA N D I N G T H E U S E S O F C O L O R I S C R U C I A L T O E F F E C T I V E C O M M U N I C AT I O N .

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C O R P O R AT E C O L O R P A L E T T E

GOLD LOGO

PA N TO N E# 75 4 8

HEADLINES

PA N TO N E# 75 8 9

HEADLINES

BL ACK

TEXT

PA N TO N E# C O O L G R E Y 6

PHOTOGR APHY

PA N T O N E# 2 74 5

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PRIMARY COLOR

Col.1 Gold Yellow

PANTONE PMS 7548 CMYK C0 M12 Y98 K0 The CMYK color model is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key.

RGB R255 G198 B0 RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum.

Web #FFC600 Web colors are colors used in displaying web pages, and the methods for describing and specifying those colors.

Colors may be specified as an RGB triplet or in hexadecimal format (a hex triplet).

75% TINT

50% TINT

25% TINT

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SECONDARY COLOR

Col.2 Navy Blue

PANTONE PMS 2745 CMYK C97 M100 Y0 K18 The CMYK color model is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key.

RGB R40 G0 B113 RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum.

Web #280071 Web colors are colors used in displaying web pages, and the methods for describing and specifying those colors.

Colors may be specified as an RGB triplet or in hexadecimal format (a hex triplet).

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M A R K E T I N G M AT E R I A L S 1 BUSINESS CARD, 2 LE T TERHEAD, 3 ENVELOPE, 4 NOTE CARD, 5 BROCHURE AND 6 BANNERS

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1 BUSINESS CARD

SCOTT L. STEELE Executive Director

W ET SE E T HA G E ST

1560 Broadway Suite 1103 New York, NY 10036 212 221 1130 212 869 2752 SLSteele@urta.com URTA.com

Business Card Front & Back Type: Printed Dimensions: 3.5 x 2�

Detail: Full color

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2 LET TERHEAD

1560 Broadway Suite 1103 New York, NY 10036 212 221 1130 212 869 2752 SLSteele@urta.com www.utra.com

Letterhead Front Type: Printed Dimensions: 8.5 x 11�

Detail: Full color U R TA D E S I G N G U I D E L I N E S

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Arizona University of Arizona Arizona State University California California Institute of the Arts University of California/Irvine University of California/Los Angeles California State University/Fullerton California State University/Long Beach Connecticut University of Connecticut Florida University of Florida Florida State University/Asolo Conservatory Illinois University of Illinois/Urbana-Champaign Illinois State University Northern Illinois University Northwestern University Indiana Indiana University Purdue University Iowa University of Iowa Louisiana Louisiana State University Maryland University of Maryland Michigan Michigan State University Minnesota University of Minnesota Missouri University of Missouri/Kansas City Nevada University of Nevada/Las Vegas Nebraska University of Nebraska/Lincoln North Carolina University of North Carolina/Chapel Hill Ohio University of Cincinnati/CCM Kent State University Ohio University Ohio State University Pennsylvania Pennsylvania State University Temple University South Carolina University of South Carolina Tennessee University of Tennessee/Knoxville Texas Southern Methodist University University of Texas/Austin Virginia University of Virginia Washington University of Washington Wisconsin University of Wisconsin/Madison International East 15 Acting School/London

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2 LET TERHEAD

URT A MEM UNI BER VER SITI

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Letterhead Back Type: Printed Dimensions: 8.5 x 11�

Detail: Full color U R TA D E S I G N G U I D E L I N E S

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3 NOTE CARD

W ET SE E T HA G E ST

Note Card Front Type: Printed Dimensions: 4 x 8.5�

Back: Blank Detail: Full color

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4 ENVELOPE

URTA 1560 Broadway, Suite 1103, New York, NY 10036

Envelope Front & Back Type: Printed Dimensions: A9 Detail: Full color

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5 BROCHURE

Brochure Front Type: Printed Dimensions: 5.125”W x 5.125”H folded Detail: Full color

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6 B A N N E R S TA N D S

S A T R U THE

URT A U DA INT ITIO ER NS Acto rs, D V I E W & ire Te S

City York New ncisco ra San F o g a Chic

W ET SE E T HA G E ST D

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UNI R E SV E R S T H EI D E N I T Y A S S AT R ET URTA O C I A A TIO Artis udition N s& tE

W ET SE E T HA G E ST

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URTA.com

URTA.com

Banner Stand Type: Printed Dimensions: 24”W x 60”H Detail: Full color

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SITE

W E B S I T E T E M P L AT E S 1 H O M E , 2 S E R V I C E S & P R O G R A M S , 3 A B O U T, 4 T H E U R TA’ S , 5 E V E N T S PA G E , 6 M E M B E R S H I P, 7 H O W T O J O I N , 8 A R T I S T E N G A G E M E N T

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WEBSITE 1 HOME

HOME

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

THE

U RT AS W ET SE E T HA G E ST

New Yo San F rk City ra Chic ncisco ago

LEARN MORE

SERVICES & PROGRAMS: URTA AUDITIONS & INTERVIEWS The URTAs are held each winter in New York City, Chicago and San Francisco, with hundreds of MFA candidates participating from around the world.

ARTIST ENGAGEMENT SERVICES URTA offers the only non-profit contracting and payroll service of its kind.

We set the stage for hiring union guest artists at universities and other theatres.

COOPERATIVE ADVERTISING Our co-op program allows colleges, universities, and conservatories to advertise in many of the country’s leading theatre journals at considerable savings.

CONTINUING EDUCATION Led by distinguished faculty and professionals, URTA conducts workshops and panels covering all areas of theatre throughout the year, at events nationwide.

Home Page Animated Sliders x 4 Scroll down to view next page

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WEBSITE 2 SERVICES & PROGR AMS

HOME

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

SERVICES & PROGRAMS: URTA AUDITIONS & INTERVIEWS The URTAs are held each winter in New York City, Chicago and San Francisco, with hundreds of MFA candidates participating from around the world.

ARTIST ENGAGEMENT SERVICES URTA offers the only non-profit contracting and payroll service of its kind.

We set the stage for hiring union guest artists at universities and other theatres.

COOPERATIVE ADVERTISING Our co-op program allows colleges, universities, and conservatories to advertise in many of the country’s leading theatre journals at considerable savings.

CONTINUING EDUCATION Led by distinguished faculty and professionals, URTA conducts workshops and panels covering all areas of theatre throughout the year, at events nationwide.

JOB LISTINGS Academic job postings from URTA member and non-member universities.

SHOWCASE CALENDAR Training programs can post the dates and information for their student showcases in acting or design, free of charge.

TAG R A MESS U RO P RS E R V I C &

SPONSORSHIP URTA’s corporate sponsorship program promotes national employment of actors, directors, and designers from local theatres to Broadway.

GRANT PROGRAM URTA offers a corporate sponsorship program promoting national employment of actors, directors, and designers from Broadway to local theaters.

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WEBSITE 3 ABOUT

HOME

W ET SE E T HA G E ST ESTA IN 19BLISHE D 69

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

WELCOME TO URTA The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.

Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their need, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!

BOARD OF DIRECTORS

EXECUTIVE STAFF

Brant Pope President Holly Poe Durbin Vice President Alexander Gelman Treasurer Cal MacLean Immediate Past President Steve Broadnax Director Michael Fry Director Greg Leaming Director Jacob Pinholster Director Robert Ramirez Director Claudia Stephens Director

Scott L. Steele Executive Director Sara Falconer Director of Membership Services Tony Hagopian Director of Communications & Contract Services Christy Ming-Trent Director of Operations

CONTACT US

OUR SPONSORS

Our Sponsors Sponsor Logos is rotating loop

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W E B S I T E 4 U R TA A U D I T I O N S & I N T E R V I E W S

HOME

THE

U RT AS City York New ncisco ra F n Sa ago Chic

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

URTA AUDITIONS & INTERVIEWS Each year, the URTA Auditions and Interviews bring together faculty from dozens of top training programs and hundreds of prospective MFA candidates in all areas of theatre including acting, design and technology, directing, stage management and producing/arts administration. Candidates have the opportunity to be seen, in one place (New York, Chicago, or San Francisco), by recruiters from among our 39 member universities, as well as other prominent institutions. Our Satellite Auditions program affords acting candidates the chance to meet additional, non-member training programs, including many international schools.

Schools benefit by seeing hundreds of the top theatre candidates in the country over just a few days, and candidates avoid the expense and inefficiency of arranging dozens of separate interviews, travelling to different campuses, and navigating applications for countless institutions.

The URTAs are also open to producing companies looking to offer candidates professional summer employment or apprenticeships.

URTA supports philanthropic aspects related to the Auditions and Interviews, including our Sneak Peek program which gives current undergraduates a firsthand look at the graduate recruitment process, helping them to better prepare for their future. Our Arts Leadership Initiative promotes underserved areas of theatre training such as producing and arts administration, by allowing candidates to attend the interviews and continuing education events for free.

LEARN MORE

OUR SPONSORS

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W EB S I T E 5 E V EN T S PAG E

HOME

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

Present your acting audition or design portfolio to more than a dozen MFA programs at once--and attend callback interviews that same afternoon.

You can also arrange interviews for MFA programs in directing, stage management, and producing/arts administration!

THE

U RT AS

DATES & LOCATIONS 2017 Jan 29 - Feb 02 New York City Crowne Plaza, Times Square Feb 04 - Feb 11 Chicago Westin, Michigan Avenue Feb 13 - Feb 14 San Francisco Le Meridien, San Francisco

rs Acto rs cto Dire ers n Desig ians nic rs Tech nage e Ma nagers Stag a M e tr Thea

SATELLITE AUDITIONS The Satellite Auditions are a great way for candidates in acting to be seen by even more schools during their trip to the URTAs.

WORKSHOPS & SEMINAIRS STUDENT LOGIN

The URTAs are more than just recruiting! Make the most of your trip by registering to attend a workshop or panel.

REGISTER NOW! If you’re a theatre artist in pursuit of graduate training, the URTA’s set the stage for you!

STUDENT REGISTRATION Application forms for all candidates: Standard, AEA/ACTF and Arts Leadership.

FACULTY REGISTRATION For recruiters from URTA member schools, and qualified guest institutions.

FREQUENTLY ASKED Q&A Got a question?

We’ve got answers!

UNIVERSITIES TAKING PART Universities scheduled to attend, updated as schools register.

CANDIDATE HANDBOOK Everything you need to know to prepare for the URTAs

INTERVIEW PREPARATION Preparing for the graduate school Interview. What current students are saying!

Icons Icons change color on rollover Click on icons to jump to each page

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WEBSITE 6 MEMBERSHIP

HOME

URTAS

SERVICES

MEMBERSHIP

NEWS

ABOUT

URTA MEMBERSHIP Membership in URTA is a distinction affirming that a program meets the highest standards in theatre training. Student admission to these programs is competitive and highly selective. Our member universities retain accomplished faculty who continue to work professionally, bringing the latest practices to bear in the training of their students. Members are required to provide quality facilities and the other essential resources and technology needed to allow graduate students the ability to reach the full potential of their training.

Many of our members offer financial assistance in the form of paid assistantships, tuition remission, scholarships, stipends, or other aid.

A U RETM B E M

Most of our member programs maintain a partnership with a professional theatre, where students have the opportunity to experience professional practice and work alongside professional guest artists.

IP RSH

For complete information on applying for membership, download URTA Information: Membership Services, Guidelines, and Application Procedures.

APPLY HERE

Arizona University of Arizona Arizona State University California California Institute of the Arts University of California/Irvine University of California/Los Angeles California State University/Fullerton California State University/Long Beach Connecticut University of Connecticut Florida University of Florida Florida State University/Asolo Conservatory Illinois University of Illinois at Urbana/Champaign Illinois State University Northwestern University Northern Illinois University Indiana Indiana University Purdue University

Iowa University of Iowa Louisiana Louisiana State University Maryland University of Maryland Michigan Michigan State University Minnesota University of Minnesota Missouri University of Missouri/Kansas City Nevada University of Nevada/Las Vegas Nebraska University of Nebraska/Lincoln North Carolina University of North Carolina/Chapel Hill Ohio University of Cincinnati/CCM Kent State University Ohio University

Ohio State University Pennsylvania Pennsylvania State University Temple University South Carolina University of South Carolina Tennessee University of Tennessee/Knoxville Texas Southern Methodist University University of Texas/Austin Virginia University of Virginia Washington University of Washington Wisconsin University of Wisconsin/Madison International East 15 Acting School/London

URT A MEM UNI BER VER SITI

ES

Member Universities Hot links to web sites

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WEBSITE 7 HOW TO JOIN

HOME

HOW TO JOIN URTA Institutions must meet the following criteria:

MFA PROGRAMS Offer one or more MFA programs in theatre, of significant size to allow growth through artistic collaboration, and with an approach to career entry after graduation.

QUALITY TRAINING Hold a commitment to the highest professional practices in all areas of theatrical training and pro-duction, demonstrated by the quality, size, and scope of institution.

URTAS

SERVICES

MEMBERSHIP

PROFESSIONAL FACULTY Retain faculty with professional credentials, encouraged to maintain their creative work and research, as well as professional guest artists and practitioners.

CODE OF ETHICS Comply with all aspects of the URTA Code of Ethics, including respect for a fair and equitable recruiting process, and a strong commitment to other URTA members, students, faculty, professional artists, and the theatre audiences we serve.

NEWS

AUDIENCE DEVELOPMENT Enjoy a determination to grow a knowledgeable and committed audience for professional theatre serving the university campus and surrounding community.

AMERICAN THEATRE Will contribute towards the advancement and improvement of the American theatre.

TO FIND OUT MORE ABOUT BECOMING AN URTA MEMBER DOWNLOAD OUR APPLICATION PACKET

URT PA RA T H ET N E R AT R ES

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ARTIST ENGAGEMENT SERVICES URTA offers the only non-profit contracting and payroll service of its kind.

We clear the way for hiring union guest artists at universities and other theatres. Standing relationships with Actors’ Equity Association, Society of Directors and Choreographers, and United Scenic Artists allow URTA to operate as “Employer of Record” and bring professionals to campus, when their engagement might otherwise be hopelessly impeded by university policy or state legislation. Our non-profit paymaster service serves theatres small and large, navigating payroll requirements, tax withholdings and reporting, pension and health contributions, workers compensation, and more.

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Our service is open to member and non-member institutions, available in all fifty states, and processes over a million dollars in contracts annually.

URTA also maintains collectively bargained agreements with several theatrical unions, creating paths to employment for union artists in academic settings, and enriching both the training of students and experience of audiences.

If you’d like to learn more about our services, or to receive a quote for a particular project, contact URTA today.

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