Romance

Theater

Table of Contents
Executive Summary.....................................................................................2
Situation Analysis.........................................................................................4
Objectives............................................................................................................6
Research...............................................................................................................7
Improve Community Relations..........................................................8
Create a Strong Brand..............................................................................14
IncreaseSales.................................................................................................16
Conclusion.......................................................................................................20
AppendixA......................................................................................................21
Appendix B......................................................................................................23
AppendixC......................................................................................................24
Appendix D.....................................................................................................30

Executive Summary
After careful evaluation of the current circumstances at the Romance Theater, we have
organized the following objectives to help the restoration of the theater:
1. Improve community relations
2. Create a strong brand
3. Increase sales
The primary goal is to strengthen community relations through improved image,
year-round events, and increased involvement with the local university.
In order to create a strong brand, we feel that various renovations are necessary.
These minor renovations have to do with improving the interior and exterior aesthetics
associated with the brand of the Romance Theater.
Lastly, we hope to increase sales through cost effective mediums by utilizing social media
and increasing publicity through local events.
Our research indicates the need to implement the suggested objectives.

Situation Analysis
In order to best help the Rexburg Arts Council, weve decided to put our main focus
on revitalizing the Romance Theater. Between the theater and the tabernacle, we believe
that the theater has the most potential. This is due to the convenient
location of the building, making it a prime attraction to a larger audience.
That being said, weve provided a situational analysis of the Romance Theater in its current
state. This analysis includes apparent strengths, weaknesses, opportunities and threats - all of
which are critical to the acquired solutions presented in this campaign.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

1. Consistency of weekly movies

a. People love a consistent date.
2. Variety of events
a. Theres a lot of people out there
who prefer different things.
3. Prime location on Main Street
a. Anyone who drives main street
knows where its at.
4. Advertising advantage with digital
board
a. Its big, its bright, you cant

miss it.
5. Unbeatable Prices
a. Fifty cents is nothing for a movie.
6. Historical aspect
a. Its here for good.
7. Nostalgic feeling, idea of romance
a. It lets an audience tap into its
roots.

1. Advertising in general
a. The word doesnt seem to be getting out.
2. Aesthetics arent consistent
a. The color scheme changes multiple times.
3. Community involvement
a. Where are your booths at community
events?
4. Social Media
a. Its hard to find the Romance Theater

on any social media site, and the Rexburg

Arts Council Facebook page has only 345
likes.
5. No A/C for summer season
a. This could be your very best season.
6. Under repair constantly
a. Clutter is a turn-off.
7. Not enough people to maintain it.
a. A lot of great things cant be accomplished
because theres not enough people to do
them all.

1. Get the community involved

2. Increased awareness through
social media
3. Strengthen the Romance Theater
brand
4. Collaborate with more
local businesses
5. Renovate the building
6. Utilize the local university

THREATS
1. The Paramount Theater
2. School activities (high school,
college)
3. Weather
4. Fat Cats
5. Parking

Objectives
1

Improve community relations

Create a strong brand

Increase sales

Research
Survey

We created a survey that was clear, concise, and presented multiple options to
uncover the lack of support and/or awareness to the Romance Theatre. The
results identify what works and what doesnt in relation to community traffic to
the theater.

How it was Conducted

We handed out paper surveys as well as conducted a Qualtrics online survey.

In order to ensure unbiased results, we limited survey participantion to the
Rexburg community, such as local residents and university students. Both
surveys resulted in a total of 88 responses.

Results

Out of the 88 individuals surveyed, only 16 percent had been to the

Romance Theater. An overwhelming majority of the individuals that were
surveyed had not been there. However, 81 percent had in fact heard about it
previously. This same group indicated in the survey that they have yet to find a
reason to visit the theater.
On the plus side, 47 percent said that they havent gotten around to coming
yet, suggesting that they are open to the idea of attending. Only 12 percent said
that coming to the theater wasnt appealing to them.

How did you hear about the Romance Theater?

1.
2.
3.
4.

Friend
Social Media
Seen it in town
Local Event

Those surveyed enjoyed the special events going on at the theater over movies and the experience
as a whole. This signals to us that more events need to be going on at the theater in order to draw
in that larger percentage.
The theaters location is prime because 71 percent of those surveyed have seen it in town. However,
the numbers suggest that not enough people are hearing about the theater through social meda.
Only a mere 3 percent have heard about the theater through this medium.
When asked What would you like to see happen at the Romance Theater? there were varying
answers. The following are a sample of common suggestions we received:

Better advertising and publicity

Date night specials
More popular movies
More movie showings instead of just one night
Dress up (dapper) nights
More plays
Concerts and open mic nights
Good food
Free events (movie nights, concerts, etc.)

*See flash drive for detailed results

Improve community relations

Improving community relations is the key to bringing back the Romance Theater
to life. The theater must have the support of the community in order to succeed.
Community relations is at the very heart of our plan.
If the theater can improve its image, remain open year-round, and get involved with
the local university, it will gain and strengthen important relationships within the
community. The theater will no longer be a mystery. People will know it, know what
its about, and want to be there. The theater will thrive. If you can get people to get
excited about the theater, theres no stopping the possibilities.

IMPROVE IMAGE
1. Have a theater representative attend and support events going on in the city.
If you give support to groups putting on events, they are more likely to give you back
the support you desire. Attend fairs, get a booth at events, and give what you can to
support the event. This shows that the theater is more than just a sign and an idea. It
gives a face to the theater and meaning behind the cause. It will allow the theater to be
recognized by the community as a prominent and contributing member.

Robin Sharma, motivational speaker and leadership expert, said this:

Before someone will lend you a hand, you need to touch their heart.

2. Show gratitude for the donations and help received at the theater.
The theater relies on a lot of volunteer work and generous
offerings. Make sure the people who are helping want to come
back again. If you cant pay them as much as youd like, reward
them with movie tickets, gift cards, or other means of showing
appreciation.
3. Connect with and give back to the people.
Go the extra mile and build interpersonal relationships with those
who come into the theater. Put a kind face and a listening ear
behind the brand.
4. Hold frequent and consistent giveaways or drawings for
movie or event tickets.
The theater could even hold an event for charity. The proceeds for
various events have been going towards running the theater thus far.
Why not bring in a local group and raise money for them? There are
multiple opportunities, including the Family Crisis Center.

Robin Sharma said this:

When you connect with your
customers on an emotional level,
you will get their loyalty.

YEAR-ROUND EVENTS
The prime season for events and activities in Rexburg is during the
spring and summer seasons; they are too important to pass up.
Upon posting that the theater would be closing for the summer on
Instagram, a Rexburg resident, @emilyoso, said, I wish you did this
in the summer when I have more time to bring my family ... even if you
raised the price to a buck! This opinion represents a good portion of
individuals who find themselves busy in the winter and free in
the summer.
We recognize that in order to hold any events during these seasons, the
theater would need A/C, which brings us to our first idea:
1. Hold a block party to raise money for A/C.
Block off part of the street, invite in vendors, make food, invite
bands for music, and play a movie on the street at night to wrap
things up. Vendors who will join the party agree to donating
portion of their proceeds to the Rexburg Arts Council for the
Romance Theater A/C.

2.

Work the outdoor events.

See whats going on in Rexburg and be there.
Farmers Markets are kind of a big deal in Rexburg.
This would be a great time to hold movie nights
outside. If theres a local event, have a booth, banner,
and attend.

3.

During the winter season, hold more events.

In the research we conducted, people suggested to
have more events going on at the theater.
After deliberation, we agree that open mic nights
would be a huge success. There is a lot of local
talent that is dying to be heard. People will want to
come if there is good talent and good food.
This would be another opportunity to work with
local businesses. Bring in a food vendor for the
night, put on a open mic night show, and make it
consistent. It would be a weekly hangout spot for
different niches.

SCHOOL INVOLVEMENT
Communication Practicum

Delaina Scholes is the Secretary of the Communication department. You may contact her for any questions including
communication practicum opportunities. Eric Embree and Mark Orchard are the Practicum instructors for the Spring
and Fall Semesters. You may contact them directly.

Communication Internship

Joel Judkins is the Internship Coordinator of the Communication Department. You may contact him to propose a
possible internship for PR, social media, etc. It must be approved and cleared by him before you can post it on Career
Navigator. You may contact Sheila Wener in the Academic Discovery Center to learn more about this process if you
need help.

Types of Internships and Practicums

Now that you know how to propose a practicum or an internship to the communication department, here are some
ideas for content:

Service opportunity practicum/intern:

Service events can be posted through the Student Activities page under Service Events on the BYU-I website.
The student can submit the event for review and once approved the student will be given instructions and
guidelines to execute the event successfully. Such events could be for holding a car wash to raise money for A/C or
other methods of fundraising such as a open mic night, etc.

 Social media/ PR practicum/intern

Practicum duties can include updating social media such as Twitter, Instagram, Facebook and the Dealio.
Responsibilities may include making the Facebook page consistent with other media accounts because the Facebook
name is called Rexburg City Arts Council instead of Romance Theater. The student may also produce video ads via
YouTube about the Romance Theater if he/she desires.

Special Events:

Ward Hicks teaches an Events Management class in the Communications Department. You may contact him directly to
propose a fundraising event to raise money for air conditioning for the theater.

Fixer Uppers:

Contact Shawn Jensen, the adviser over the Architecture and Construction Management Society to find out who the current
President is; it changes every semester. They sometimes look for service hours and that could help speed up some of the
painting and minor renovations in the theater itself.

Art Projects:

Kathy Withworth is the Secretary of the Art Department. You contact her to learn more about proposing Senior Art Project
opportunities to the Art Department. The content of the project may be a mural on the side of the theater or on the windows
behind the restrooms. If the project is cleared, it will be posted in the newsletter from the College of Performing and Visual
Arts, notifying all Fine Arts students about this opportunity.
*See Appendix B for contact information

*See Appendix C for email templates

Create a strong brand

RENOVATIONS
The renovations are not costly; rather, they are just a few minor yet absolutely critical cosmetic adjustments and
fixer uppers that would really improve the overall interior and exterior appeal of the Romance Theater.

Outdoor Lighting

Lighting outdoors would add curb appeal to the front and left side of the theater. Either adding lights on to the
trees or just lining the edge of the theater beginning from the sign and then tracing it all the way to the side
and the back to where the trees are will create a very romantic atmosphere at night. This would increase
traffic and the night-life around the theater. During the summer the trees would bloom creating a lot of privacy
in attracting more couples, students, and any visitors to the theater.
Our goal is to create a reputation of The Romance Lane by the Romance Theater. The Alpine Jewelers across
the street will most definitely contribute this romantic atmosphere of the Romance Lane.

Benches

Adding about three benches between the trees would create seating for the romantic night-life theme
we are aiming for. There is a city permit required to place benches in the area. We spoke with Keith Davidson
and Deedee Tucker from the Public Works Department. They assured us that the permit should be obtainable with
ease and will not cost anything accept for the benches.
To talk to Keith Davidson the phone number is 208-359-3020. The benches should cost between $230- $300 each.

Music

The final touch for the romantic night-life theme would be music. Putting outdoor speakers near the entrance
or the side of the theater would be a great way to increase traffic with some light jazz or other classical
romantic songs at night.

Inside Walls

The only suggestion or easy fix for the inside is to change the blue and replace it with a monochromatic color
scheme of cream, brick brown or red. Blue is inconsistent with a romantic theme.

Indoor Lighting

There are missing light bulbs in the theater room with

missing covers. These can easily to be replaced.

Entrance

The unpainted wood panels around the entrance must be painted or otherwise removed and replaced
with a brick frame. Since it is cheaper to paint, we would recommend that.

Murals/Posters

The blank background behind the fake windows that cover up the restrooms need to incorporate lively
images, vintage posters, or posters of the movies that will be shown that week. They could also showcase
special upcoming events and even murals. There is a city ordinance barring businesses from using over
10 percent of their window space for advertisements. Murals do not fall within the boundaries of
advertising and could be used to bring life to those windows. These could also be done on the side
of the building and on the wood panels around the entrance.

CREATIVE IMPROVEMENTS
In order to freshen up the look of the theater, weve created a few creative works to help
get you started.
A new logo is a possible suggestion, especially for online purposes. The current logo lists
the theater from 1917-2014, and its currently 2015. We also believe that the one being used
right now doesnt bring out the romance in the Romance Theater. Script fonts are always
associated with romance, and weve created a new logo to reflect that. The Mf Young &
Beautiful font will be the font used in the new-designed logo and in other
additional material.
Additional materials include a banner for all city events that the theater will be
attending as well as a template flier for ongoing events. Every booth needs a banner, and
the theater needs a banner that is going to represent it well, and the theater will now have
a template flier to get the word out about its events in a cost effective manner.

*See Appendix A for Creative Material

Increase sales
SOCIAL MEDIA
Social media is a crucial medium to gain recognition and status in todays market. It is an
inexpensive, easy platform in which a business such as the Romance Theater may reach
a large audience. Overlooking or not taking advantage of this useful tool is detrimental
and is the determining factor as to why there is lack of profit and awareness.
Our group has noted a few errors on the Romance Theaters part in its role in
social media relative to its Facebook page. Facebook is perhaps the most popular social
media platform available. Having a well designed, well-connected Facebook is crucial.
The theater must have its own page, dedicated solely to the Romance Theater. Our group
recommends that the name be changed to the same as the theaters Instagram and
Twitter pages, so as to connect and unify them all.
We also recommend that posts become more frequent and relevant.
If there are concerns of simply not being able to keep up with the frequency of daily
posts that we recommend, such as on Twitter, there is a timer option when the content
is previously written in advanced, and posted later at the set time.

SUPPORT LOCAL BUSINESSES

1. Have the theater invite local companies to sell food during events.
People would enjoy the food and businesses would enjoy the support.
2. Invite various causes in to have a booth for distributing fliers, sell t-shirts or
other paraphernalia at theater events. There are plenty of groups trying to
raise awareness or gain public support, such as Fight the New Drug, etc.
Romance Theater events will be a great opportunity to assist them.
3. The theater may also collaborate with local business and restauraunts to hold
miscellaneous events such as date night specials. Date night specials will be
a hit and have proven successful among the demographic of single
BYU-I students. College and high school students alike are looking for
the most bang for their buck. This is where the theater could utilize
its contract with the Dealio to get the word out. Date night specials are
bound to bring an increase in sales and profit.

*See Appendix B for contact information

Conclusion
Our overall objective is to help the Romance Theatre restore its historical and romantic
charm by improving community relations, creating a strong brand, and increasing sales.
After research and collecting data, we propose the suggested solutions to enable the
Rexburg Arts Council in reaching its full potential for the Romance Theater.
The Rexburg Arts Council seeks to promote participation in the arts by encouraging and
fostering creativity in the community. By placing community relations at the heart of our
plan, the Romance Theater will once again be a significant contributor to fostering
creativity in Rexburg.
Likewise, creating a stronger brand and increasing sales are essential in cultivating a more
connected Rexburg and thus taking the theater to heights it hasnt seen in decades.
We hope this information helps you in your pursuit to revitalize the Romance Theater in
our Rexburg community.
Best Regards,
Emily LeMoine, Jesseowens Timoteo, Nicolette Etherton,
Ariel Vogan, Danielle Plett, and Tara Banks

Appendix A.

Creative Material

Appendix B.

Contact Information

BUSINESS CONTACTS

SCHOOL CONTACTS

Name

Name

Number

Original Thai 208.359.9660

Ramirez Mexican Food
208.359.8114
Cocoa Bean 208.359.9493
Great Harvest
208.356.6579
Zeek's 208.419.0816
The Hickory 208.359.2328
Mill Hollow 208.356.0847
New York Burrito
208.356.0847
Gringo's 208.356.9400
Paradise Donuts
208.359.9758
Taquerio El Rancho
(meet in person)
Karie Annes
208.821.0017
Farmers Market (Richard) 208.705.7705
Soda Vine 208.932.1134

Number

Email

Delaina Scholes 208.496.3691 scholesd@byui.edu

Eric Embree 208.496.3701 embreee@byui.edu
Joel Judkins 208.496.3708 judkinsj@byui.edu
Kathy Withworth 208.496.4901 whitworthk@byui.edu
Mark Orchard 208.496.3694 orchardm@byui.edu
Shawn Jensen 208.496.7581 jensensh@byui.edu
Sheila Wener 208.496.9845 weners@byui.edu
Ward Hicks 208.496.3705 hicksw@byui.edu

Appendix C.

Email Templates

Social Media Practicum Email

Dear ______,

We have an opportunity to have students involved in the community and school
relationship. Recently we have been using the local Romance Theater more prevent.
With the recent growth, we have a need for more resources. We are contacting you for the
purpose of finding students to help manage the social media of the theater.
We would like to use students to spread awareness of the theaters events through social
media, as it is becoming a highly used form of communication. Students would be able to
write post, and talk with the community via social media. We hope that with the involvement
in social media we can spread the word to all those who may be interested. We hope that we
can give students experience that could also apply to future work.
Sincerely,

Daniel Torres

Public Relations Practicum Email

Dear ______,

We have an opportunity to have students involved in the community and school relationship. Recently we have been using the local Romance Theater more prevent. With the recent
growth, we have a need for more
resources. We are contacting you for the purpose of finding students to help manage the public relations of the theater.
We would like to use students to help the Romance Theater with events that are appealing to
the student body and community. The students that participate will be helping to manage the
theater and the life that it will give. Students that participate in the growth by providing their
knowledge with public relations will help to create events and the writing that come from the
theater and its members. We want students to be able to gain
experience and apply it to their future work.
Sincerely,

Daniel Torres

Video Production Practicum Email

Dear ______,

We have an opportunity to have students involved in the community and school relationship. Recently we have been using the local Romance Theater more prevent. With the recent
growth, we have a need for more resources. We are contacting you for the purpose of finding
students to help manage the video production of the theater.
We would like to use students to spread awareness of the theaters events through the video
production, as it is becoming a highly used form of communication. Students would be able
to film, edit and produce promotional, film of recent events and informational film of the theater. We hope that with the involvement in video we can create an excitement through visual
and video. We hope that we can give students experience that could also apply to future work.
Sincerely,

Daniel Torres

Advertising Practicum Email

Dear ______,

We have an opportunity to have students involved in the community and school
relationship. Recently we have been using the local Romance Theater more prevent.
With the recent growth, we have a need for more resources. We are contacting you for the
purpose of finding students to help manage the advertising of the theater.
We would like to use students to spread awareness of the theaters events through images that
will be posted to social media. We would also like the students to create quality advertising
that could be handed out and kept for the communities use. Students would be able to design,
and create the advertising that will be used through out social media, poster, fliers and much
more. We hope that with the involvement in advertising we can spread the word to all those
who may be interested with appealing advertising. We hope that we can give students
experience that could also apply to future work.
Sincerely,

Daniel Torres

Email to businesses for Fundraiser

Dear Business Owner,

The Romance Theater has been used more and more as we start to open it up for all sorts of
events. The building was built in 1917, with limited technology. One item that was not built in
that would allow this building to be of greater use year round is an AC unit. We are looking
to hold a fundraiser to raise money for an AC unit for the Romance Theater.
We believe that if we can get an AC unit, the Romance Theater would be used year-round and
more events could be held. We would like your business to join us in this fundraiser.
We believe your involvement will help the community to become more involved with not
only each other but with the local university.
We would like local businesses to set up a booth, whether selling a product or passing out
information, we would like to see you there.
Sincerely,

Daniel Torres

Date Night Email

Dear Business Owner,
The Romance Theater is hosting a series of date night specials, and we would like to have your
business be a part of it. We would like to know if you would be a part of this deal where we offer
a two for one, while still making a profitable outcome in funds, enjoyable experience for you and
the couple and business awareness.
Sincerely,

Daniel Torres

Appendix D.

Press Release

Romance Theater Special Event

REXBURG, Idaho--The local Romance Theater of Rexburg wants to invite local business to participate and join in on
the upcoming special event. We want local business to raise awareness for their company and boosting community and
school involvement.
The Romance Theater will be holding a fundraiser for an AC unit, which will allow the theater to be versatile in all seasons of the year. With this fundraiser we would like to host an all day event including a farmers market, local business
booths, music, games, food and a movie. Your role would be to help us provide booths for the community.
With these booths you can do a number of things, from selling a product to handing out advertisement for your company. All those who attend will be more aware of what the city provides as well as having samples of the item. As things are
sold and bought, we wish that a part of the proceeds go to the theater and the budget for an AC unit.
We want to provide businesses with a great experience along with the students and the community, as we wish to make
this happen we invite your business in participation. Please contact --- via email or phone. For more information or
questions please contact me at 888.888.8888 or at localmail@rexburg.com.
We hope to have your presence with us in increasing city involvement.