The Earl and Rachel Smith Strand Theatre has recently adopted a new five-year strategic plan for 2023-2027. The plan is centered on three key pillars: audience expansion and retention, governance excellence, and financial sustainability.

Restored and opened amid the financial crisis of 2008, The Strand faced and overcame many challenges as an organization. It’s due to the efforts over the years by staff, the community, donors, and board leadership that The Strand has reached the level of stability that it has today. The new strategic plan will build on this foundation, focusing on growth and further investment.

The Strand’s strategic committee collected and analyzed input from board members, donors, staff, stakeholders, and community members to identify the necessary steps for The Strand to best achieve its vision and mission. The plan focuses on:

• Audience expansion and retention. The Strand will grow its audience base while maintaining the loyalty of existing patrons by creating a diverse programming schedule to appeal to a wider audience, investing in partnerships with national artists and institutions, and prioritizing the customer experience.
• Governance, leadership, and operational excellence. The Strand will implement best practices in management including a focus on staff development, succession planning, and board governance. The organization will also invest in technology to streamline operations and improve efficiency.
• Financial sustainability. The Strand will invest in growing philanthropic revenue through fundraising initiatives such as major gifts, planned giving and corporate partnerships. The Strand will also grow and maintain a capital reserve for building improvements and upkeep of the historic theatre.

Through these efforts, The Strand aspires to be the destination of choice for those seeking high-quality arts, education, and community experiences in the region. The Strand’s strategic plan reflects its commitment to its mission and vision, and the organization looks forward to providing enriching experiences to the community in the years to come.

To support the strategic plan, The Strand has created and updated staff positions and roles: 

• Manda Costoulas has been named Operations Director, responsible for overseeing the day-to-day business operations of the theater. Manda has been with The Strand for 13 years and has managed multiple departments, most recently as Marketing Director. 
• The Development Director has been made a full-time position with Taylor Rambo joining The Strand staff in that role. Although new to The Strand staff, Taylor has volunteered with The Strand in the past and has been a significant presence in development and the arts throughout his career both locally and regionally.
•  Andy Gaines’ title has been updated from General Manager to Executive Director to better represent his position and he will continue to lead the organization under the direction of the board.

With the adoption of this new strategic plan, The Strand is poised to become a leader in the regional arts community and continue its legacy of enriching and engaging the local community. 

For more information about The Earl and Rachel Smith Strand Theatre, visit strandmarietta.org.