sopac

As a centerpiece of its economic development plan, the Village of South Orange built a performing arts center, naming it the South Orange Performing Arts Center (SOPAC).  Unfortunately several competing — and larger — performing arts centers existed within a 10 mile radius of SOPAC including NJPAC.  MAi Strategies undertook competitive intelligence and audience assessments to create a branding and programming strategy that leveraged the center’s small, intimate size, and its built-in affluent, urbane audience. Offering curated New York quality performances for arts loving but time starved Village residents,  SOPAC would represent the essential place to enjoy the performing arts.  It was a strategy that only SOPAC could own with its 400 seat theatre (versus the competitors 1000+).   Since its opening in late 2006, SOPAC has become a source of pride in the town, drawing audiences from the Village and towns 20 miles away.

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