META Receives Grant from Ford and Kresge

In February 2009, seven of Michigan's resident professional Equity theatres announced a new alliance. The Michigan Equity Theatre Alliance (META) includes the Detroit Repertory Theatre (Detroit), The Jewish Ensemble Theatre (West Bloomfield), Performance Network Theatre (Ann Arbor), Plowshares Theatre Company (Detroit), Meadow Brook Theatre (Rochester Hills) Tipping Point Theatre (Northville) and Williamston Theatre (Williamston).

Since that time META has been working on the planning and research phase of a major marketing and audience development initiative in connection with, and funded by, the Cultural Alliance of Southeastern Michigan, the Michigan Non-Profit Association, the Ford Foundation and the Kresge Foundation. Now that same partnership has awarded META a $250,000 grant to fund the implementation phase of the project.

"We're truly honored to have been chosen as one of the grant recipients," said META spokesperson Carla Milarch of Performance Network Theatre. "The team had been meeting and working hard for many months to develop our proposal, and we're thrilled to take the project to its next level."

During the planning stage of the Strategic Alliance Project, the Equity theatres hired Ann Arbor-based Bidlack Creative and Power Associates to conduct focus groups. The collective power of the alliance was explored with current and potential Equity theatergoers. The recommendations from the focus groups began to inform the work of the theatres.

According to the research, participants had a very positive reaction to the formation of a theatre alliance. Noting an alliance is clearly a potential method for increasing ticket sales, theatergoers said they are more apt to attend an unfamiliar theatre if it is a member of the alliance. Furthermore, participants all agreed that they would like to see more professional theatre.

The focus groups also reinforced that the possibility of growing market share exists in the culturally savvy Southeast Michigan community. If the theatres can collectively brand and promote more cross participation, they noted, the potential for building audience is great.

As a result of the research, the consultants recommended that META members "leverage the existing resources of each theatre and the collective power of the alliance to reach out to target markets." 

META's Milarch said, "This partnership breaks new ground for Michigan's professional theatres. Cross-promotion to this degree has not been undertaken by any combination of members of the group, let alone all seven simultaneously. We are so excited to raise the public's general awareness of these cultural gems, individually and as a thriving and vital industry. Together we can have a bigger presence in the region - a META presence, if you will."

Michigan Awards - Live Stats

Best Musical - Top 3

1. THE COLOR PURPLE (STAGECRAFTERS)

6% of votes

2. TUCK EVERLASTING (STAGECRAFTERS)

5.3% of votes

3. CABARET (Fenton Village Players)

5.1% of votes

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