CASE STUDY

Performance Santa Fe

THE PROBLEM

Performance Santa Fe approached the Curt Doty Company to analyze and strategize to help them increase their brand awareness and be more effective with their marketing. They are a ‘Butts in Seats’ business and they were not filling their various venues with a dominantly print ad program.

THE OPPORTUNITY

This began a forensic effort that started with a discovery phase of understanding and articulating the vision for the organization. This effort led to a more cohesive communication and advertising strategy that clearly defined the offerings and emphasized clear calls to action.

THE SOLUTION

The next step was to reach out to various media companies and develop a thorough media plan inclusive of TV, Radio, display, OTT and social. With partners like Hutton Broadcasting, American General Media, KRQE Media Group, Trend Magazine, Downbeat Magazine and New Mexico Magazine, Performance Santa Fe was put back in the spotlight celebrating their 87 years in Santa Fe and their support of dance, classical music, jazz and theatre.

As of January 2025, Performance Santa Fe has decided to close its doors after a legacy of 88 years. All scheduled performances have been cancelled and ticket sales have been suspended and will be refunded. The work shown in this case study the work up to date of what was and what could have been. Thank you to all the sponsors, donors and patrons who have supported the organization.

Creative Director Curt Doty adds, “My fractional role as Director of Marketing has allowed me to elevate and amplify the brand of Performance Santa Fe and sell a few tickets along the way. This cherished organization is a symbol of excellence for the city. It’s mission of bringing global talent to the city to perform and teach the next generation through our Master Class gives hope to lovers of these types of performances.”

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Celebrating 88 years with some of our performers

This was a special series of shoots produced by Hutton Broadcasting. Thanks to EP Elisa Hutton, Director/DP McCall Sides and Producer Christopher Alexander.