Memphis Development Foundation Reveals New Name

On Tuesday, May 24th the Board of Directors of the Memphis Development Foundation, the 501c3 nonprofit organization that operates the Orpheum Theatre and the Halloran Centre for Performing Arts & Education, unanimously voted to change its name to Orpheum Theatre Group. The organization also voted on a revised mission statement and new branding that better represents its vision and multi-venue status.

The Memphis Development Foundation was formed in 1976 when a concerned group of Memphians saw the need to save the historic theatre from demolition. Forty years later, the Orpheum Theatre still stands on the corner of Main and Beale due to the Foundation's efforts. The Foundation was essential to bringing the Orpheum to this point, but the organization is now setting its sights toward the future with a name that reflects its purpose.

"The Board of Directors chose a name for our organization that represents the expanded mission of the Orpheum. Experience has shown that the broader community did not connect the 'Memphis Development Foundation,' with the Orpheum. Our new name will change that," said Andy Taylor, Chairman of the Board. "We believe that 'The Orpheum Theatre Group' clearly identifies us as a historic theatre site and a state of the art performance and educational center. We are now a family of venues."

The board also voted to revise the organization's mission statement to incorporate the name change as well as place emphasis on what happens inside its venues, rather than the buildings alone. The newly adopted mission statement for the Orpheum Theatre Group reads as follows:

The mission of the Orpheum Theatre Group is to enhance the communities we serve by utilizing the performing arts to entertain, educate and enlighten while preserving the historic Orpheum Theatre and the Halloran Centre for Performing Arts and Education.

"We saw the need for a mission statement that better reflected the heart of what we do," said Brett Batterson, President & CEO of The Orpheum Theatre. "This new mission better describes where we are now and where we are headed."

Brian Sullivan, Board Member and Principal & CEO of Sullivan Branding, and his dedicated creative team have developed graphic representations of these changes. The new logo also unites the two aesthetically varied structures.

"While we have a historic building juxtaposed with a modern one, both venues embody the highest level of programming and entertainment for the Memphis community," Sullivan stated. "It was important that the Orpheum Theatre Group logo reflect the storied history of the organization while signifying its exciting vision for the future."

The new branding elements will be rolled out in phases and will include a redesigned website expected to launch in 2017. However, the Orpheum Theatre Group has no plans to replace any historically significant elements of the Orpheum Theatre that carry the older logo, such as its outdoor marquee.

With a revised name, mission, and branding, the Orpheum Theatre Group will continuously look for ways to advance the Mid-South community through the performing arts. For more information on how to support the Orpheum Theatre Group, please visit Orpheum-Memphis.com.

About the Orpheum Theatre Group:

The mission of the Orpheum Theatre Group is to enhance the communities we serve by utilizing the performing arts to entertain, educate and enlighten while preserving the historic Orpheum Theatre and the Halloran Centre for Performing Arts and Education.

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