Manhattan Theatre Club wanted to:
Renovate the historic Samuel J. Friedman Theatre, which was originally built in 1925 and last renovated in 2003. With the theatre in use for almost 20 years since its renovation, its major systems and equipment were nearing the end of their useful lives and needed to be replaced. The Manhattan Theatre Club (MTC) is a nonprofit theatre company whose mission is to provide innovative and award-winning theatrical productions and is committed to making Broadway more accessible to new work, new artists, and new audiences.
Challenges Manhattan Theatre Club faced
MTC embarked on a capital campaign to raise public funds to support the renovation of the Friedman Theatre. The renovation was essential for MTC to continue its mission to make theatre available to New Yorkers of all ages and backgrounds. It also was important to ensure that this historic theatre remained a vital part of New York City’s cultural landscape for generations to come.
Capalino Assisted with
- Reviewing collateral materials and recommending impactful messaging that would resonate with key audiences
- Developing a public fundraising strategy on the City and State levels and budget advocacy
- Building and maintaining relationships with stakeholders on the city level, including the City Council, City Hall, Manhattan Borough President, and the Department of Cultural Affairs
- Building and maintaining relationships with stakeholders on the State level, including members of the New York State Legislature, Chairs of the Assembly and Senate Committee on Cultural Affairs, Regional Economic Development Council, and the New York State Council on the Arts
- Navigating agency approval and contracting processes
- Planning and executing an event celebrating MTC’s reopening and first performance after the pandemic shutdown that included officials from the city, state, and federal levels
What we got done
Over a four-year period, we helped MTC secure a total of approximately $9 million in capital funds from both the City and the State, including $4 million in FY24, $514,000 in FY23, $3.6 million in FY22, and nearly $1 million in FY20, achieving their capital goals to fund the full scope of the renovation of the Friedman Theatre.