Dean Design and Marketing Group, Inc.

American Music Theatre

     The developers of American Music Theatre came to us when the facility existed only in architect's drawings. Our challenge was to fill the seats with real, live paying audiences for performances beginning just nine months later.
     We gave presence to an unborn theater through tightly controlled imagery and messages, creating a brand identity, and fleshing out the concept with photo shoots on a blank stage. We developed marketing materials targeting the motor coach and tourist businesses. This approach was supplemented by posters and advertising to draw local and regional audiences.
     The result: Several million dollars worth of advance ticket sales were made before the doors even opened! The first season's shows, though only a few featured well-known names, played to mostly full houses.