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Case Study

Community Actor's Theatre

For this pro bono project, combining "personal," "artistic," "multifunctional," and "professional" in the right balance was key.

Founded in 1982, C.A.T. (www.communityactorstheatre.com) is a non-profit, all-volunteer theatrical troupe dedicated to providing drama and a creative outlet to the Oak Park region of San Diego. The only African American-owned and operated theater in San Diego, the organization has staged over 130 adult and youth dramas, comedies, and musical productions, yet until recently, few people outside the immediate community knew that it existed.

The goals of the theater are: to entertain the community with a high caliber of the theatrical art form; to educate and offer theatrical training through instructional workshops that are open to people of all ages; to culminate these educational efforts in the form of community talent showcasing; and to extend the reach and popularity of the theater to neighboring communities and the greater San Diego area.

C.A.T derives strength and inspiration from its audiences and supporters. The organization relies on donors, sponsorship, and fundraising for ticket sales and community participation. Open Mic Nights, Weekly Movie Reviews, Talent Shows, Fundraising Breakfasts, and Car Washes epitomize the kind of community involvement that the theater initiates in order to increase membership and participation.

The public response to these efforts, however, only goes so far. Curtis Long (RosArt Translator, and writer/lyricist in his own right), who will soon take one of his productions to the theater, brought C.A.T. to RosArt. Theater Director Jennie Hamilton was at first skeptical of RosArt's initial input as to how to help the theater achieve its goals. Unfortunately, she was accustomed to groups or individuals intending to somehow take advantage of C.A.T.

Quite a bit of time passed before Jennie realized that RosArt was not going to exploit the group like others had tried to do. She discovered that RosArt truly believed that C.A.T. was an organization deserving of much more recognition than it had received. An Internet presence could help.

After many pre-production meetings, the RosArt team first designed a new logo for C.A.T., helping to give the theater a branded personality that matched its energy and spirit. Next, a plan was set in place to create the right online presence for the theater. After a complete analysis of the theater and its needs, the following goals in designing an online presence were established:

• Increase Public Outreach by spreading the word about fundraising and sponsorship opportunities
• Increase ticket sales
• Create a more professional image
• Generate involvement and recognition by artists, community members, and the media

The web site was to be a modern spin on a grass roots effort to bring the community together in a creative setting. RosArt believed that combining "personal," "artistic," and "professional" in the right balance was the key of a successful web site for C.A.T.. Because the site was to be multifunctional (to disseminate information, act as a place of commerce, and provide a "call to action"), it needed a contemporary yet professional look, with smooth navigation to clearly marked destinations.

Additionally, the use of theater photographs and production stills would give the site design a personal touch, while the addition of a TV news clip and a radio show interview with the theater's director would draw attention to C.A.T.'s growing recognition by the media.

The site was also designed with full e-commerce capabilities in mind, so interested parties could purchase tickets online. In fact, the process of establishing the shopping cart flow forced C.A.T. members to reconsider many of their policies and operational methods. (In retrospect, Jennie Hamilton says "([The web site] has definitely put us in another category... it has brought us up to the 21st century.)

The site includes an "About C.A.T." page (with "Mission," "History," "The Theater," and "Board Of Directors" sections) that gives the site a more personal feel and creates a sense of connection between viewer and the organization. The "What's Playing" page (with "Now Playing," "Season Schedule," and "Show Listing" links) makes it easier to research past, current, and future shows, and access schedules. Also, the "Workshops" page, "In the News" page, "Get Involved" page, and "Contact Us" page all serve to inspire public involvement and sponsorship of the theater's programs.

Although C.A.T has been around for over twenty years, it was not until relatively recently that it was recognized by the San Diego Performing Arts League, with our help. RosArt also brought the theater to the Business Volunteers for the Arts and encouraged other volunteers to get involved by helping develop Business and Marketing Plans.

We are now suggesting ways that the theater can take advantage of government grants, as well as helping them to network among the city's most influential figures. Further, RosArt is helping the Community Actors Theatre design a mural for the outside of the theater building and assisting them with their print design needs.

The logo, new web site, mural work, and print design assistance have helped build a more professional image that C.A.T. has adopted. The $30,000 worth of work (done on a pro-bono basis) on the web site development, design, and maintenance covers a large chunk of the $100,000 per year's worth of services provided to the community through the Business Volunteers for the Arts. (Figure based on an average over the last ten years.)