Atlanta, Georgia. Theatrical Outfit, Atlanta’s second oldest, continuously-operating professional theatre company nestled in the heart of downtown, is pleased to announce that The Arthur M. Blank Family Foundation has awarded $100,000 to Theatrical Outfit to research the intersections between MARTA users and performing arts patrons by identifying barriers between patrons taking MARTA to performances and, alternatively, MARTA users attending arts and culture performances. 

Theatrical Outfit’s partners for this grant include MARTA’s Office of Research and Analysis, TRG Arts, a data-driven consulting firm dedicated exclusively to the arts and culture field, and J. Walter Thompson, who will assist with the analysis and interpretation of findings to help The Outfit and other arts organizations in proximity to MARTA identify opportunities for behavioral change through marketing, message development and creative concepts.

The grant is made through the Audience Building Roundtable, an initiative of The Arthur M. Blank Family Foundation, whose goal is to provide support to eligible arts and culture nonprofits to deepen relationships with existing audiences and attract new audiences. The project will focus on the patron journey and will identify audience building solutions that can be implemented by multiple arts/culture organizations; test those audience building strategies; implement methods to reach and deepen loyalty with audiences; and document measurable results.

Lee Foster, Managing Director of Theatrical Outfit, thanked her collaborators in the effort:  “We are so grateful to The Arthur M. Blank Family Foundation, its Audience Building Roundtable, which has taught us so much already, and to our other partners for their support.  We are thankful for the opportunity to study and potentially innovate the role transportation has in performing arts audience participation in greater Atlanta.”

CURRENT AND UPCOMING PROGRAMMING: The world premiere, The Dancing Handkerchief, the last show of the 40th Season, with music by “EGOT” (Emmy, Grammy, Oscar and Tony) winner Robert Lopez (Frozen, Ave Q, Book of Mormon) will be performed June 1-18, 2017. Theatrical Outfit’s 2017-2018 season includes: The Hunchback of Notre Dame; Boy; Miss Bennet: Christmas at Pemberley; Lady Day at Emerson’s Bar and Grill; Perfect Arrangement; and 110 in the Shade.  

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Anthony Cali Marketing and Development Coordinator, Theatrical Outfit
About Theatrical Outfit

Stories that stir the soul.

OUR VISION: A compassionate, joyful, and just community.
OUR MISSION: Produce world-class theatre that starts the conversations that matter.

ABOUT THEATRICAL OUTFIT: Atlanta’s second-oldest professional theatre company was founded in 1976 and has been led by Artistic Director Tom Key since fall 1995. Key led the company through the creation of its award-winning downtown home, the Balzer Theater at Herren’s, the first U.S. theater to achieve LEED certification from the U.S. Green Building Council. The Balzer Theater is also the historical site of Herren’s, the first restaurant in Atlanta to voluntarily desegregate in 1962; its first African American patrons were Dr. Lee and Delores Shelton. Mrs. Shelton passed away in 2019, but Dr. Shelton remains a patron at Theatrical Outfit to this day. Key's programming of classics, regional and world premieres, and musicals tell soul-stirring stories, with themes that explore diversity, equality, ethnicity, race, and religion; and often feature the best writers of the American South, including Ernest Gaines, Lauren Gunderson, Horton Foote, Harper Lee, Flannery O’Connor, Janece Shaffer, Sherry Shephard-Massat, Elyzabeth Gregory Wilder, and Tennessee Williams. After ten years of capital investment, T.O. is in new territory. Having retired its mortgage, the staff, trustees, and artists have launched a new 2018-2020 Strategic Plan designed to produce great art, diversify and grow our audience, increase revenue and reserves, develop artists who contribute to the dramatic canon, and maintain an effective organization. In September of 2018, Theatrical Outfit welcomed Gretchen E. Butler as Managing Director.

ABOUT OUR VENUE: Unless otherwise noted, Theatrical Outfit's productions are performed in The Balzer Theater at Herren’s at 84 Luckie Street NW, Atlanta, GA 30303. Theatrical Outfit utilizes a Loop Listening System, making The Balzer Theater at Herren’s the first theater in the state of Georgia to incorporate this technology. Attendees with T-coil hearing aids may participate automatically, and others needing enhancement may obtain system-compatible headsets from our lobby Box Office.

Theatrical Outfit
84 Luckie St. NW, Atlanta, GA 30303