After more than 20 years, Orlando Repertory Theatre has changed its name to Orlando Family Stage, a stronger name to better reflect its ongoing mission.
It's time to say farewell to Orlando Repertory Theater, and hello to Orlando Family Stage!
Orlando Repertory Theatre, or Orlando REP as more commonly referred to, has changed its name to Orlando Family Stage in a bid to helps the organization better align with its mission to make the arts accessible for our community's children and their families.
The organisation, which was founded back in 1926, is the seventh iteration of the original theatre company and has operated for the past 20 years as Florida’s only professional theatre for young audiences.
After several years of consideration and over 18 months of research, stakeholder interviews and a brand audit, the organization’s board of directors approved the new name in a unanimous vote back in February.
Executive director Chris Brown revealed the new name and brand June 15 at a special event for media, long-time partners, community leaders and stakeholders.
Orlando Mayor Buddy Dyer and Orange County Mayor Jerry Demings both gave their remarks and declared June 15, 2023, as Orlando Family Stage Day.
“We were looking for a more identifying name,” says Board Chair Adam Scheinberg. “If you look around town, many organization’s names tell you more or less what they do: Orlando Museum of Art, Orlando Science Center, Orlando Ballet, Orlando Philharmonic, etc. We seized on the opportunity to have a correct and clear name, a refreshed brand, and a name that ties us to the arts and brings attention to our niche programming, serving family audiences. Our new name is not only the logical evolution of who we have become, but points to who we continue to be and aim to serve.”
“Theatre is our platform,” says Artistic Director Jeff Revels. “It can open up new possibilities or perspectives and can lead to healthy discussion or even debate. Theatre moves us to greater awareness, and that is vital for a community’s strength and health. Our new name will help our demographic discover us more easily.”
UCF Dean Jeff Moore spoke about Orlando Family Stage’s long-time partnership with the University of Central Florida. The partnership with UCF’s MFA program in Theatre for Young Audiences is one of just a handful in the country where students gain hands-on experience in the field, and receive training from experienced professionals. This relationship with UCF is essential to its success, creating a strong foundation, strengthening the roots of the organization’s work.
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