The Mann Center is an outdoor venue, long considered a Philadelphia summertime institution. Faced with stiff competition from commercial presenters and other regional arts offerings, the center found itself with dwindling sales and no clear direction. They called on us to determine the brand’s current position, profile audiences and their perceptions, and assess customer satisfaction. We tracked concert satisfaction throughout the summer, conducted online surveys, and analyzed ticket sales by concert/genre over a 4-year period. Based on the learning we developed a brand vision document to hone programming directions and unify concert experience, marketing, and development strategies under one overarching umbrella.
To ensure clear, consistent communications we constructed a brand identity brief and recommended a simplified and friendlier name (the Mann). We then worked with a designer to develop a new identity and tagline (what summer sounds like), conducting additional research along the way.
A fresh new identity was implemented across the venue from signage and banners to employee uniforms, T-shirts, and even golf carts. The Mann focused their programming, improved concessions quality and delivery, and began a Campaign for the Future to add more lawn and outdoor seating, a new sound system, state-of-the-art video screens, and another stage with stunning views of the Philadelphia skyline.