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In November 2021, New Jersey Theatre Alliance’s Board of Trustees adopted a three-year strategic plan for the organization.

The guiding question for the planning process was: “How can New Jersey Theatre Alliance and its member theatres work together to transform the New Jersey theatre field into one that is flourishing, collaborative, and equitable for its artists, administrators, organizations and audiences?

The plan focuses on four priorities:

A group of audience members watch thoughtfully

Re-Imagine Communications and Marketing

Expanding relationships with communities and how we educate and engage them in our work is crucial. As the “voice” of New Jersey’s professional theatre community, the Alliance will seek opportunities to utilize new technologies, as well as implement and strengthen all communication and marketing efforts to assist member theatres in their sales, audience development, stakeholder engagement, and community engagement goals.

A group of theatre staff members mingling and networking in a theatre lobby

Strengthen and Support an Informed Membership

In order to adapt to the new changes impacting our member theatres and profession, New Jersey Theatre Alliance will maintain and expand resources and educational opportunities in a wide range of areas to help theatres, their artists, and staff carry out their work effectively. We need to prioritize people and ensure our workers can live sustainable lives while working in our industry.  Recognizing the challenges member theatres face in maintaining and strengthening their human and financial resources, the Alliance will implement support services to help our theatres attract and sustain a healthy workforce, especially BIPOC theatremakers and people with marginalized identities. 

Two Speakers offer a land acknowledgement at the Creating Change Conference

Advance Equity, Access, & Justice

Theatre is predicated on imagination, empathy, and collaboration. It is our responsibility as theatre makers to work together to actively dismantle oppressive systems, structures, and narratives as we work to build a better world in which everyone’s full humanity is seen, respected, honored, and celebrated. The field needs to address systemic racism in our organizations, and in our industry. We need to ensure we provide resources and opportunities in an equitable manner. Change needs to occur to certify policies, programs and services are accessible, equitable, and just for our employees, artists, and audiences.

A man and woman holding scripts from a play look at each other, laughing

Enhance Organizational Sustainability

To maintain the organization’s strong financial foundation, the Alliance will watch for funding shifts and think creatively of how to secure funding to support its inclusive arts initiatives, expand its fees for service offerings, research and secure new funding partners, and develop creative partnerships with non-arts community organizations to carry out its programs. 

The full strategic plan may be seen here: