Theatre for a New Audience
Client / Theatre for a New Audience
Services / Strategy

In 2007, Theatre for a New Audience (TFANA) hired AMS Planning & Research to lead the development of a strategic plan. AMS conducted a situation analysis, which included four workshop days to develop mission, vision, core values, and articulated purpose, as well as definitions of success. AMS and TFANA developed action plans in several key areas, such as artists, education, finances and board. In addition, AMS conducted a comparative analysis for TFANA to identify potential partners, as well as a competitive analysis to determine competing theatre companies. AMS also conducted a data file-analysis and delivered a detailed marketing report.

Using this information, AMS then developed a narrative strategic plan with a five-year operating model in conjunction with TFANA. After the planning process was complete, TFANA retained AMS to provide owner’s counsel as they prepared for the opening of its new facility and to work with the organization to provide financial modeling as TFANA moves forward.

Construction on TFANA’s new home began in April 2011, with the new facility, named The Polonsky Shakespeare Center, opening in the fall of 2013.