Introduction

A small group of local performing arts activists met in early 2004 to discuss the opportunities of marketing and branding a downtown theater district. Representatives from Capitol Playhouse, Harlequin Productions, Olympia Symphony, Olympia Downtown Association, Washington Center and Olympia Arts Commission participated. The result is that the project moved forward with the Arts Alliance of Downtown Olympia (“Arts Alliance”) being officially incorporated as of April, 2004 and recognized by the IRS as a 501( c) (6) tax-exempt business alliance corporation.

The organization’s focus is to promote the downtown theater experience across several venues. The first priority is to enhance the economics of theaters in the core downtown area by filling seats. Downtown theaters provide positive economic impacts including paying staff and artists, attracting people downtown to shop and dine and, above all, raise the quality of life for all residents. By filling seats, the theaters can contribute more good things to the downtown core area.

Whether other groups, such as galleries, night clubs, etc. should be part of this initial effort is probably left to such groups to decide. The hope is people from those particular venues will find interest in this effort and work to expand the initial focus. However, the primary objective is to move forward on a collaborative approach to promote the theater district and seek grants and sponsors to do so. Initial focus is primarily on assisting not-for-profit venues and not-for-profit groups who utilize such venues. There has been continual positive response to this idea and significant progress has been made to date.

A vibrant, healthy theater district will enhance the overall well-being of downtown Olympia, the individual performing art venues and the organizations that rely on such properties.

Mission

The Arts Alliance works on behalf of the performing arts venues to enhance the Olympia downtown area using the arts as a catalyst for growth, change and enrichment. To that end, the organization works at the local level to raise awareness about the performing art’s social, cultural and economic contributions through a collective voice.

Keys to Success

Cultivate an identity (brand) for the downtown Olympia theater district.
Expand the audience and patron base within the greater South Sound region.
Identify and obtain financial and volunteer resources to help promote the collective downtown theater experience.
Monitor and respond to issues and opportunities that have a collective impact on downtown performing arts venues.

Objectives

Heighten the awareness of the Olympia downtown performing arts as an important and desirable industry through a focused marketing and branding program.

Raise attendance at downtown performing arts venues with an objective of attaining a first year 5% increase in annual subscriptions and a 5% increase in walk-in attendance.

Utilize a collaborative approach to obtain funding to promote the downtown performing arts industry that is not generally available to such groups individually.

Respond as a collective voice representing the downtown performing arts industry to city issues and opportunities that arise from time to time.

Legal Entity

The Arts Alliance is a 501(c)(6) tax-exempt not-for-profit organization.

Initiatives and Future Projects

Develop a theater district marketing and branding plan including volunteer and financial requirements. Work with the city of Olympia and the Visitors and Convention Bureau culminated in support for “The Downtown Olympia Theatre District” marketing and branding campaign.

Seek funding opportunities to support selected projects such as Live Theatre Week. In the past AADO has received sponsorships and contributions to support this annual celebration.

Develop programs that make the live theater experience more accessible to the community (e.g. Promote the Free Night of Theater events).

Obtain services of qualified board members and volunteers to jump start each of these efforts.

Current Board Members

Jay Goldstein, Attorney and past president of Harlequin Productions

Todd Monohon, Consultant, Olympic Leadership

Renee Ries, President of Fairchild Records Search and past president and current board member of the Olympia Symphony Orchestra

Dan Weiss, Chief Financial Officer of Illuminet (retired) and past president and board member of Harlequin Productions, current board member of the Olympia Symphony Orchestra.

Patricia Bliss, CPA, CFA, Bliss Investments-Wealth Care

On Leave – Jeff Kingsbury,  Capitol Playhouse