Roseville, Calif.- With a nod to its two-decade history as a nonprofit organization in Roseville, Calif., and in recognition of a reinvigorated dedication to the community and vision for the future, Magic Circle Theatre has changed its name to Civic Theatre West.
The name change, paired with a new tagline – Stages of community – a new logotype and the establishment of exciting new vision and mission statements, are the culmination of an evaluation of the theatre group’s goals and objectives which was initiated by the theatre’s board of directors last summer.
“The re-examination of our vision and mission led to changing the name of the organization to better reflect our goals as an enduring nonprofit organization and our dedication to the performing arts in Northern California,” said Calvin Stevens, president of Civic Theatre West’s volunteer board of directors. “We’re re-emerging with a new name, and a new commitment to the community and to the type of organization we want to be in the future.”
The changes emerged after a task force made up of community members, staff and board members reviewed the theatre’s offerings, operations and opportunities, and determined that ultimately, the nonprofit theatre group was about three things entertaining, engaging and educating the Northern California community.
The next 20 years…
“The revamping of the theatre brand and the new name captures the breadth and depth of what we do today and, more importantly, what the board and community see the theatre doing for the next 20 years and beyond,” Stevens noted.
Civic Theatre West’s board includes Stevens, board president and performance consultant for Intel; Mike Illic, board vice president and principal at Rocklin Alternative Education Center; Allen Delbrouck, board treasurer and a certified public accountant; Dave Wooldridge, board secretary and IT engineer for Sutter Health; Gary Giacomo, director of communications for the California State Firefighters Association; Nancy Kelley, retired from a career with American Airlines; Brian Lewis, a marketing and branding consultant; Scott Otsuka, president, Infinity Financial Mortgage; Michael Reinero, vice president and chief financial officer at Smile Business Products Inc.; and Gary Rominger, a local arts activist.
Roseville Mayor Gina Garbolino noted that the theatre company, with venues on either side of Roseville’s city hall, has had a long-term partnership with the city. “I am excited about the future-focused changes the organization has announced, as well as its commitment to remaining a vital part of the arts community locally and regionally,” she said.
Dedicated to performing arts
While some things have changed, many will remain the same for the theatre company. The organization will continue to welcome the community into its two historic venues in downtown Roseville (the Roseville and Tower theaters) and remains dedicated to maintaining a relaxed and comfortable environment for performing arts experiences. Civic Theatre West will also maintain a longstanding commitment to community participation, while striving to meet the desires of an increasingly diverse patron base in an increasingly broad geographic area.
The theatre company’s children’s programs will also remain a key offering, with the added long-term goal of expanding its education of children and young adults to include additional programs across the performing arts spectrum, such as training in acting, voice, dance, theatre traditions and theatre culture.
The announcement of the new brand for the theatre coincides with the release of the organization’s 2010-2011 show season. Beginning with the new season, patrons will be able to purchase tickets for main stage productions in four unique packages, a fall/winter or a spring/summer package, a package of six musicals or a 10-show 2010-2011 season package. This approach recognizes the current challenging economic times and provides season ticket holders with a blend of diverse productions with varied style and appeal.
In the future, Civic Theatre West’s performance selections may also include unique one-time performances, original works and new genres of visual and performing arts events.
“What’s exciting about the changes is that the vision and mission are genuine, real and wholeheartedly embraced in terms of representing a reinvigorated nonprofit organization that is rich in history, yet possesses a clear and exciting eye on its future service to the community,” Stevens said.