Supporting live theatre in a post Covid environment
West Texas’ Finest
Levelland’s Wallace Theater, a historic movie palace, opened in 1928 to massive success, quickly earning the title of “West Texas’ Finest.” The theater suffered during the 1970s due to a changing West Texas climate that had different demands in entertainment. Despite this closing, the Wallace reopened in 2002, and has remained a touchstone of regional culture.
A Dedicated Team
Small but mighty, our team of devoted theatre professionals worked to bring quality performances to our audiences. Each of our team played a vital role, managing cast, crew, or support functions with a collaborative approach and enthusiastic spirit despite the challenges we faced.
A Victorian Ghost Story
In an old Victorian Theater, Arthur Kipps enlists the help of a young actor to recount the circumstances of his terrifying encounter with the titular woman in black. A ghost story in the most classic sense of the word, based on a staple of horror fiction. The Woman In Black sets a gold standard of the genre, filled with fright, beauty, and awe to behold.
A Post Lockdown production
Following the COVID-19 lockdowns, the Wallace Theater in Levelland, Texas, was preparing to stage “The Woman in Black.” As Head of Marketing, I faced the challenge of reigniting audience enthusiasm and driving ticket sales in a cautious, post-pandemic environment. The theater’s success hinged on our ability to overcome lingering anxieties and re-establish live performances as a safe and compelling entertainment option.
Filling An Empty Theatre
My primary task was to develop and execute a comprehensive marketing strategy that would fill the Wallace Theater’s seats. This involved creating a buzz around the production, reassuring potential attendees about safety measures, and effectively reaching the local community. I was responsible for all aspects of marketing, including social media management, media outreach, advertising, and testimonial gathering.
‘Tis The season
To achieve our goals, I implemented a multi-faceted approach. I coordinated interviews with local radio and print outlets, emphasizing the play’s thrilling nature and the theater’s commitment to audience safety. I actively managed the Wallace Theater’s social media platforms, creating engaging content and addressing audience concerns. I also solicited and published testimonials from previous attendees, highlighting positive experiences. Furthermore, I organized targeted advertising campaigns on local radio stations and in print publications, ensuring broad exposure within the Levelland community.
I leaned on several angles to help achieve this. Creating a narrative of getting back into the world in a post-lockdown world. Emphasizing the history and opportunity to support local businesses and community. As well as capitalizing on the time of year, around Halloween, to provide a safe, frightening, and entertaining activity to add to the spirit of the season.
A Sold Out Success
The culmination of these efforts was a series of sold-out performances of “The Woman in Black.” The Wallace Theater experienced a massive surge in attendance, exceeding expectations and marking a significant success in the post-lockdown era. The positive reception not only validated the effectiveness of the marketing strategy but also brought new attention to a historic West Texas theatre.
Garrett Haslam 