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By Lorrin Shepard
We don’t expect much from people on their
birthdays or anniversaries; others usually celebrate them. But when we
celebrate a milestone in one of our buildings, we’re expected to — and
should — provide the party.
At the Tampa Bay Performing Arts Center – the largest performing arts
complex south of the Kennedy Center – we’re entering our 20th anniversary
season, and we want to provide plenty of opportunities for everyone to
celebrate with us. That includes ticket buyers, donors, board members,
community leaders, volunteers and, of course, employees.
Partly driven by the 20th anniversary but also having lives of their own,
three major initiatives will take center stage at TBPAC during the next 12
months. Here’s a look at all three.
Restating our Promise
While rebranding is far more than just a change in logo, the logo is the
most visible evidence of change. In our case, we lost some outdated colors
from the early 1990s, redrew our star logo treatment and changed the type
font to something more modern. And for the next year, there will be a 20th
anniversary component that will fade away after this season.
The transition will be gradual, but ultimately the new, more elegant logo
will be used on every piece that we produce, from business cards to
stationery to the Web site. We’re in the midst of a logo audit to make sure
we address all needs with the new logo.
 At
the same time, we’re redesigning most of our publications. The steps are
simple; the process is not. Ultimately, though, it’s worth it because it
symbolizes a new attitude.
Setting the Stage
“Dr. Phil” (Philip Rothschild, director of the Entertainment Management
program at Missouri State University) wrote extensively about experience
marketing in the August/September issue of Facility Manager, but the concept
certainly isn’t confined to universities.
Walt Disney once said, “People spend money when and where they feel good.”
(And even if they don’t spend more money, isn’t helping them feel good a
worthy goal?) We’re looking at technology, people and programming to help
reposition our brand — and a brand is nothing more than our promise to our
customers
In our five theaters, we’re offering live performances but we still compete
with TV, movies and live sports for entertainment dollars. Sports does it
best with their military flyovers, star-studded halftime shows and pre-,
post- and halftime activities.
We fare better against most movie theaters since, as someone pointed out,
they used to build movie theaters like cathedrals and now they build them
like condos. Still, we can do better at the overall experience. We’re
upgrading our “campus,” stressing customer service and providing bonus
programming.
• We’re replacing many of our displays with Duratrans light boxes.
• We’re upgrading our monitors to flatscreen TVs, with preprogrammed content
before the shows.
• We’re adding speakers, inside and out, to create an aural ambiance in the
space around our center and in the lobbies.
 •
We’re emphasizing customer service in every department.
• At certain shows, we’re experimenting with specialty drinks and menus.
• We occasionally will provide some street entertainers or impromptu
activities related to the scheduled performance — as a no-charge bonus.
As John Berendt wrote in City of Falling Angels, the arts “are more than
what happens on stage. The whole experience … is a gradually unfolding
ritual. As with any ritual, whether it takes place in a temple, an arena, or
a theater, the setting is part of the experience.”
Celebrate, Brag and Plan
All of this ties to many activities scheduled as part of our 20th
anniversary celebration. It’s our chance to say thank you to those who have
supported us, to brag a bit, and to set the course for the future. As part
of the celebration, we’ll: • Stage a season-wide contest for 20 great
prizes, including a theater trip to London, or season tickets to Tampa’s
Broadway series.
• Offer a selected number of $20 tickets to certain shows.
• Commission an original poster, with fine art runs and a popular price
print.
• Install register-to-win computer kiosks in all the lobbies.
• Provide a free concert and open house near the original anniversary date.
• Invite touring celebrities and others to videotape an anniversary
greeting.
• Provide a setting for the public to record oral histories connected to
TBPAC.
• Publish a series of 12 institutional ads related to our entertainment and
educational mission.
• Execute a downtown street banner program.
• Sponsor several community luncheons.
There’s much more, but those are just the highlights of our three main
initiatives for the next year.
We’ve been blessed with great community support, an outstanding programming
schedule and a dedicated and creative staff. In September of 2007, we think
we’ll have plenty to be proud of as we look back on this year.
Lorrin
Shepard is the chief operating officer of the Tampa Bay Performing Arts
Center in Tampa, Fla. |
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