Employing the Arts as an Economic Development Tool

Challenge

Despite being one of New Jersey’s oldest, largest, and most historic entertainment venues, Newark Symphony Hall (NSH) was often overlooked by the N.J. media compared with other performing arts centers. NSH badly needed attention to raise funds for its $40M capital improvement program, and to stay afloat during COVID-19 when no live performances were taking place.

Violet PR was tasked with executing a public relations program to drive public and private funds to redevelop this historic venue.

Solution

Violet PR first developed messaging to communicate the Hall’s history and legacy. We capitalized on the Hall’s charismatic president and CEO, Taneshia Nash Laird, highlighting her national reputation and status as the only Black CEO of an N.J. performing arts center – and her vision for using arts as an economic development tool in Newark – to generate favorable press.

Through a series of media pitches and press releases, Violet PR secured over 300 news stories about NSH. Coverage included multiple features in the Newark Star Ledger, NJBIZ, New Jersey Business, ROI-NJ and NJ.com. Nationally, NSH was covered by Essence, Ebony, SiriusXM, American Songwriter, Broadway World, National Black Guide and more. Additionally, VPR arranged 20+ interviews for Nash Laird on regional broadcast media and podcasts.

Media attention and messaging around NSH convinced N.J. Governor Murphy to add a $5 million line item for NSH in its fiscal year 2022 budget – the first time NSH was formally allocated state funds in more than two decades.