With a new mandate to expand initiatives in the theater industry, the Mayor’s Office of Media and Entertainment sought a team to develop the first in-depth study of the New York Theater ecosystem that builds understanding of the evolving industry, captures the cultural and economic impact, and highlights areas of opportunity for future investment and growth strategies.

3×3 led the research effort to capture the complexity and impact of an industry that is largely composed of small organizations operating in semi-formal, flexible, or informal manner. The economic impact analysis conducted using IMPLAN was supported with over 20 interviews and 2 round tables to understand the needs and challenges of operating a cultural organization in NYC, capture community, cultural, and economic impacts of the theater, understand barriers faced by the industry, and identify growth opportunities. Workshops with City stakeholders were held to collaboratively interpret the findings.

A resulting sixty-page report was developed and designed by 3×3 that highlighted the rich history and definition of the industry, overall cultural and economic impact, revenue generation and expenses of the industry, industry support and challenges, and recommendations for investment and growth strategies. Visually compelling infographics and charts were used to make the report easy to read and accessible to not just City stakeholders, advocacy organizations, but a general audience.

_ Methodology
Interviews, Landscape assessment, Surveys, Workshop & Roundtables

_ Outputs
Final Report

_ Links
New York Times

_Related projects

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