The Theatre District Campaign
Downtown Takes Center Stage
Celebrating 10 years
One of the preliminary plaza concepts under consideration. Prepared by Beta Group, Inc.
THE NEXT ACT… About the campaign: In June 2016, The Hanover Theatre and Conservatory for the Performing Arts launched The Theatre District Campaign to address our organization’s future needs and our strategic long-range goal of a culturally vibrant theatre district and city core. The campaign demonstrates our commitment to stewarding positive change beyond our current footprint and bringing Worcester to the next level of growth and revitalization. Goal: The campaign’s goal is to raise $10 million by 2020. $8.3 million has been raised as of June 2018.
THEATRE DISTRICT PARTNERS The City of Worcester Worcester Business Development Corporation City Square Worcester Regional Chamber of Commerce Theatre District Alliance
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CAMPAIGN PRIORITIES The Theatre District Campaign takes a broader view of the role The Hanover Theatre can play in creating a 21st century cultural destination in New England’s second largest city. 1. 551 Main Street Acquisition and Development: Completed The Hanover Theatre’s Conservatory & Event Center is a vehicle for diverse revenue streams generated by educational programs, function facilities and first floor rental income. It includes: • Ground floor restaurant space which has been leased with opening set for late 2018 • Function rooms with connectivity to the theatre lobbies and the street • Administrative offices
2. The Hanover Theatre Conservatory for the Performing Arts: Completed Educational outreach is at the core of The Hanover Theatre’s mission. The creation of a new performing arts conservatory at 551 Main Street provides over 7,500 square feet of space for a wide variety of learning opportunities. It is filling an important need for arts education and learning in the region. It includes: • Theatre, dance and rehearsal studios • Technical theatre lab and other learning spaces, to facilitate expansion of programs for all age levels in year-round programming, including master classes with visiting artists
3. District Enhancement: In Progress Funds will be used to enhance and maintain investments by the City of Worcester and other stakeholders in and adjacent to the newly designed Francis Carroll Plaza in front of the theatre with a plan to re-route Southbridge Street. It includes: • High-quality, unique water features to attract visitors to the plaza • Creative planting and seating elements • Year-round decorative lighting in trees and other lighting elements • Conservancy fund for annual and perennial plantings, to be maintained by theatre volunteers • The theatre will leverage participation by third-party developers, to redevelop key properties in the district into contributing use
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4. Theatre District Programming Fund: In Progress Partner with other venues and cultural organizations to feature cultural programming throughout the district to enhance the visitor experience, such as: • Street performances of music, poetry, theatre and dance throughout the year • Free outdoor yoga, Tai Chi and fitness classes on the plaza • Pop-up one-day events, incorporating outdoor spaces and food trucks • Performances in the plaza by performing arts school student groups • Host “Worcester’s Oﬀ Broadway” plays and musicals through partnering with a professional regional theatre and creating a future black box theatre at 20 Franklin Street Get your front row seat to the development, and the future, of downtown Worcester. For more informaton, contact Nel Lazour, Director of Development The Hanover Theatre and Conservatory for the Performing Arts 2 Southbridge Street • Worcester, MA 01608 • 508.471.1770 • firstname.lastname@example.org Worcester Center for Performing Arts is a registered not-for-profit 501(c)(3) organization, which owns and operates The Hanover Theatre and Conservatory for the Performing Arts. All donations are tax deductible to the fullest extent allowed by law. All images, unless otherwise noted ©The Hanover Theatre.
Celebrating 10 years
updated in June 2018, this brochure will give updates on the success of this campaign.