Michael Porto Joins Shakespeare Theatre Company as Chief Marketing Officer

The Shakespeare Theatre Company (STC) is pleased to announce the hire of a new Chief Marketing Officer, Michael Porto. Porto joins STC from Entertainment Marketing in New York City, where he served as the President of a performing arts consulting company specializing in professional theatre and dance. Porto's duties at STC, which began Monday, July 8, 2013, include a leadership role in creating a new overall marketing strategy during the 2013-2014 Season.

Porto comes to STC with more than 20 years of experience in a wide range of arts management, communications and creative marketing and sales. Most recently at Entertainment Marketing, he developed comprehensive media and marketing plans that increased ticket revenue by more than 50%. He also served as Interim Marketing Director for Arizona Theatre Company, with seasons in both Phoenix and Tucson, devising subscription and sales campaigns, brand strategies, media plans and public relations initiatives. Porto worked for five years as the Communications Manager-turned Director of Marketing and Communications at Arizona State University's ASU Gammage, one of the largest university-based presenters of performing arts in the world and one of the top Broadway touring markets in North America. There he generated 85% of the organizational revenue, created a highly successful, multi-layered subscription campaign and designed a new website from the ground up.

Porto has worked at venues across the country; as Executive Vice President at Type A Marketing in New York, he liaised with producing teams for as many as twelve Broadway and Touring Broadway productions, including How to Succeed in Business Without Really Trying, Million Dollar Quartet and The Addams Family, among others. He also founded M.A.P. Marketing Group in Denver, Colorado in 1997, with clients such as the Colorado Shakespeare Festival, the Boulder Philharmonic, Boulder Creek Events, the US Olympic Committee and the Vail Arts Festival.

Chris Jennings, Managing Director of the Shakespeare Theatre Company, said the company looks forward to augmenting its reach and audience with Porto at the helm of innovative new marketing strategies. "As D.C.'s performing arts community is ever changing and growing, we are thrilled to have Michael's extensive marketing background to lead our audience development and engagement initiatives," Jennings said. "He is a well-seasoned marketer with years of experience in theatre including Shakespeare companies, LORT theatres, performing arts centers and New York commercial theatre. His breadth and knowledge should serve us well as we continue our efforts to build new audiences."

Porto said he admires STC as a cultural institution of national value and looks forward to continuing his work strategizing the presentation of its 2013-2014 Season. "Having the opportunity to serve as Shakespeare Theatre Company's CMO is the culmination of more than 20 years in performing arts marketing," he said. "Shakespeare and classical theatre are passions of mine, and the quality and scope of STC's productions under the brilliant Michael Kahn's direction is unparalleled. I am energized by the opportunity to further deepen STC's brand and create marketing and audience engagement programs to secure new audiences and enhance the patron experience at the Lansburgh Theatre and Sidney Harman Hall."

The Shakespeare Theatre Company's Marketing and Communications Department is responsible for representing STC's industry-leading productions through communications with the theatre's worldwide audience and assumes responsibility for the theatre's primary source of revenue. Members of the Marketing and Communications team craft communications, advertisements and marketing materials with purpose, ever mindful of STC's mission. They also create and implement sales campaigns using detailed data analysis and a knowledge of past and emerging strategies. Externally, Communications leads all Public Relations efforts to engage stakeholders and inform them about STC's productions and programs through local and national press coverage. Additionally, members of the department speak with and respond to STC's audience through every part of their experience with the theatre.

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