For 12 months prior to opening, we established the foundation for high-profile public relations for the $50 million Durham Performing Arts Center. DPAC was designed by architects Szostak Design, built by Skanska, managed by Nederlander, and owned by the City of Durham. Needless to say, we are able to unite many organizations for a common cause. Skepticism permeated the community prior to opening, and we worked methodically to change those perceptions at a grassroots community level.
Our work included brand positioning and identity development, public relations, media and community relations, training current public relations staff, and more. This included three phases of media and community tours of tours of the venue prior to opening. The results: more than 60 media stories in the year leading up to its grand opening. DPAC’s remarkable first year operated at 80% capacity, and within three years it became the region’s favorite destination for Broadway and the 4th most popular performing arts venue in the U.S.