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Aiken Community Theatre raises curtain on new name, schedule, image

August 31, 2018

The Aiken Community Playhouse (ACP) is beginning its 67th consecutive season by changing its name to the Aiken Community Theatre (ACT).

Along with the name change, ACT launched a new website and created new logos for both the theater and its Youth Wing program, according to a news release from the organization.

The theater also made some changes to its performance schedule, reducing the number of performance weekends from three weekends to two. ACT also is introducing Thursday evening opening nights.

“ACT will still offer the same number of performances – usually seven for non-musical plays and nine performances for its musicals. We hope this adjusted schedule will be helpful to those whose weekends are so packed that they can’t always fit in a Friday, Saturday or Sunday show,” said Thurmond Whatley, the executive director of the ACT board of directors. “Now they will have an opening night Thursday option to see an ACT show.”

The new name reflects ACT’s broader mission and purpose in the community, said Jeff Mastromonico, ACT’s marketing director.

“The use of ‘theatre’ in the name as opposed to ‘playhouse’ is a more modern phrasing that evokes the organization’s role as a place not only to produce plays and musicals but also to learn about all facets of theater arts,” Mastromonico said.

The branding elements for the Youth Wing also tie into ACT’s new color scheme and overall look. The new look cements the theater’s youth program as an integral part of a mission to provide hands-on educational opportunities to community members.

The ACT board is working to ensure that the new website, AikenCommunityTheatre.org, will provide patrons with a user-friendly experience that allows simple ticket sales and easy-to-navigate pages of information about upcoming shows, auditions and other ACT events.

The ACT board of directors marked the official change to the new name and its related tie-ins on Aug. 21 in the theater lobby with a cake and punch reception.

As a public celebration of the new season and the theater’s first opening night under its new name, playgoers attending the opening-night performance of “The Addams Family: A Musical” on Sept. 6 will take home a special surprise to commemorate the theater’s new name and look.

The Aiken Community Theatre was established in 1952 as the Aiken Community Playhouse by a small group of community members with a common goal of providing entertainment for Aiken residents, according to the release.

Since those early days, much has changed. From moving into a beautiful new facility on Newberry Street in 2002, to strengthening and expanding youth and educational programs, to producing shows year-round, ACT has become a busy and ever-expanding hub of the theater arts in our community, according to the release.

Over the years, many community members have found fulfillment and meaning by supporting the arts through the gift of their time and talents at the theater, according to the release. ACT continues to strive toward providing an outstanding experience not only to audiences but also to every volunteer, cast and crew member.

“The board of directors feels strongly that this new cohesive, recognizable branding and the other changes made by the board will better celebrate the organization’s spirit of community, interpersonal connection and fun while attracting new participants and making the ACT experience even more enjoyable and accessible,” Whatley said.

For more information on the new name and branding, contact Jeff Mastromonico, marketing director, at marketing@aikencommunitytheatre.org.

For more information about upcoming productions, workshops, classes and other events, visit AikenCommunityTheatre.org or contact the box office at 803-648-1438 or info@aikencommunitytheatre.org.

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