 |
Case Studies / Playhouse on the Square
"What's Going Down in Memphis"
Playhouse on the Square Demolition and Graffiti Party
The Situation
Playhouse on the Square had done several announcements about its intention to build a new theater, all of which were met with little enthusiasm. People wanted a new theater, but they just didn't seem to get excited. The organization needed a milestone event that would catch the attention of the neighborhood, the arts community, members and subscribers, the media and potential donors to their capital campaign.
The Solution
As the time approached for the beginning of demolition of an old dilapidated building that sat on the future new theater site, it became apparent that this might be the visual opportunity that would kick the fundraising campaign into high gear and begin to build excitement about the future of the theater. Still, knocking down a building is pretty dull when it is a simple one-story structure that will be pushed down. There were no explosives, no big countdown, just a few backhoes and steam shovels ready to go to work.
The solution, make the final day of the old building an event that everyone can participate in. And, since this is an arts community, the event had to be about art.
Playhouse on the Square threw a news conference, party and graffiti event. Everyone was invited to come by on Friday evening for food and drinks and to paint whatever they wanted inside and outside the old building. And, to make sure there was good and bad painting, the Memphis College of Art was invited to lead the painting activity.
The goal was to get as many people involved as possible and to create a visual that would attract media of all kinds. With a big crowd and with media attention, Playhouse could better tell the story of its future and generate enthusiasm for fundraising activities.
So, there were six primary goals:
- Take advantage of a dull but necessary step in the process and make it a city-wide happening
- Create a party that loyal customers and neighbors would enjoy – thus building good will
- Create an environment that the media could not resist
- Generate extensive coverage, thus generating extensive awareness of the fundraising
- Launch fundraising activities
- Have fun
The Results
The graffiti party was the hit of the community. The street was lined with people of all ages and all walks of life there to put their mark on an old building with spray paint. Some of the work was very professional looking, some of it was amateur at best, and some people just wanted to be able to write their name.
The media coverage was phenomenal. Every television station covered both the party and the beginning of destruction the day after. And, every media positioned the party and the graffiti exactly like the Theater needed – as a major step in building a new building and in context of the need for funding. Total TV Media alone was 30 stories with viewership of more than 1 million and value exceeding $24,000.
Beyond the tremendous level of media coverage, it is best to look at results in terms of the goals:
-
Make a dull event a city-wide happening
- People from all over town came, many who had never been to a Playhouse performance. Most took brochures on the season. Though it can't be directly attributed to this event, first time season subscriptions are up for the new year.
-
Create a party that their loyal customers and neighbors would enjoy – thus building good will
- Many neighbors came by to talk about how great it is that Playhouse is doing so much and taking the lead in neighborhood revitalization.
- Loyal customers appreciated being a part of such an event and were very complimentary about how "creative" this was -- just the kind of reaction you want about a theater.
-
Create an environment that the media could not resist
- The media coverage was excellent and the media had fun as well.
-
Generate extensive coverage of the event, thus generating extensive awareness of the fundraising
- Media coverage focused not just on the painting of the building, but on the goals of the organization and the fundraising needs as well. Calls about participating immediately increased.
- Calls by Playhouse management to potential large donors all showed that the attention the event generated made them more open to giving to the future of Playhouse.
-
Launch fundraising activities
- Since the event, fundraising has gone extremely well. The goal was to have enough money to begin construction by summer 2007. In February 2007, the Theatre announced that the goal had been met to begin this phase.
-
Have fun
- You had to be there to judge this. Trust us when we say, fun was had by all – young and old.
