Strategic Marketing Plan for Dad's Garage Theater Company

Project A, Part 5
Group 2
05-25-15
Promoting the Arts
Strategic Marketing Plan

Cover Letter
Page 2
Dad’s Garage Theatre Company
1105 Euclid Avenue
Atlanta, GA 30309
May 28, 2015
Dear Mr. Kevin Gillese,
We, the marketing consultants, humbly express gratitude for the opportunity to present this strategic
marketing plan assembled with recommendations in regards to Dad’s Garage, for your consideration.
Knowledgeable of the current structure of Dad’s Garage Theatre Company, we are well aware of the raw
talent that has been trained into skillful professionalism. This analytical plan contains information in
regards to the marketing plan below.
This proposal oversees the current issues of Dad’s Garage, along with some recommendations for im-
provement. The suggestions being made in this plan focus on the promotion of the Company, and the
target markets of Dad’s Garage. Chosen with solid outlook, the areas most focused on are as follows:
Improvisational Shows, Professional Development Workshops, Scripted Shows, and Classes.
We have carefully prepared well thought out recommendations for the promotions team at Dad’s Garage
to follow at their own discretion. The intensions of this plan are to further provide awareness and guid-
ance to the featured target markets above.
We hope that you find these recommendations appropriate and helpful, and that Dad’s Garage will con-
sider making the revisions mentioned in this plan. The thoroughly detailed research provided below can
be of guidance to the marketing department of Dad’s Garage through future endeavors.
For further information or questions regarding this marketing plan please feel free to contact Lyrric
Jackson (ljacks29@student.scad.edu), Kelsey Newman (knewma20@student.scad.edu), Katy Gardner
(kgardn20@student.scad.edu), or Chen Sun (chesun22@student.scad.edu).
Best regards,
The Marketing Consultants

Table of Contents
Page 3
Executive Summery....................................................................................................................................... 4
Organizational Profile................................................................................................................................... 5
Community Profile.......................................................................................................................................18
Competitive Analysis....................................................................................................................................23
Marketing Audit and SWOT Analysis .......................................................................................................37
Marketing Strategies and Objectives...........................................................................................................49
Target Markets................................................................................................................................................54
Product Portfolio (Product, Positioning, Pricing, Place).........................................................................59
Communications and Promotion Plan (all team member’s plans and materials)...............................71
Marketing Materials (from all team members).........................................................................................92
Customer Service Analysis and Recommendations.................................................................................119
Subscription and/or Membership Analysis and Recommendation.......................................................128
Marketing Expense Forecast........................................................................................................................134
Management and Evaluation Summary......................................................................................................136
Appendix........................................................................................................................................................140

Executive Summary
Page 4
For the past twenty years Dad’s Garage Theater Company has been providing improv and comedy
entertainment for the Atlanta area. One of the oldest improv theaters in the city, they command a certain
amount of attention and prestige. But now they are planning on entering a new chapter of the company.
After two decades of renting and changing theaters they are embarking on a journey that will give them a
new home, but in order to do that they will need a solid foundation to build their new home on.
Through this marketing plan we will outline the current organizational profile and construct a solid
foundation of knowledge surrounding the company’s daily practices in regards to its operations. The
proposal will also include further examination of the staff, facilities, technology, programming, audience,
and more information that will give a clear and concise snapshot of what the Dad’s Garage Theatre
Company is about. An examination of the strengths and weaknesses of Dad’s Garage Theatre Company
and outline of recommendations, goals, and strategies to help them build a foundation so that they can
open their new chapter stronger than ever.
By examining the current market, demographic trends, products and competitors, we will develop goals
and strategies to take Dad’s Garage to the next level of improvisational theater. These goals will strive to
strengthen the current major programming, such as improv shows, scripted shows, classes and corpo-
rate workshops. These recommendations are important to the future success of the company in that the
research provided is essential to continued understanding within the field.
We will develop marketing strategies for each unique program while also taking into
consideration the target markets, current buying habits, competitive pricing and similar products on the
market. Using all of these criteria we will develop strategies and plans to help Dad’s Garage become the
face of improve in the Atlanta area.
Finally we will follow up with evaluation and management strategies to help keep this plan on track and
deliver optimal results. It is our hope that with this plan Dad’s Garage will be able to strategize, plan and
execute a successful marketing campaign that will rejuvenate their current constituency and open the
world of improv and laughter to a whole new group of people.

Organizational Profile
Summary of Resources and Analysis of Obstacles
The following information was primarily found on the Dad’s Garage official website and combined with a
variety of other sources. Many areas within the organizational profile is altered verbiage from information
provided by Dad’s website in order to ensure accuracy within the compiled information. The accrued facts
below will give a general overview and assist in the familiarization of the company as a whole. The sections
will also explore and highlight information about the company’s current staff, history, mission, facilities,
programs, and facilities. There are charts that provide a glimpse at the company’s finances as well as
sections that cover the current marketing and promotional offerings. Financial information was based on
the Dad’s Garage 2011, 2012, and 2013 form 990.
The below websites were reviewed for the organizational profile:
https://www.dadsgarage.com
https://twitter.com/dads_garage
https://www.facebook.com/dadsgaragetheatre
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History
Chris Blair, Marc Cram, Sean Daniels, John Gregorio,
David Keeton, Joseph Limbaugh, Matt Stanton, and Matt
Young founded this organization on June 23, 1995. The
company got their start as a “small
volunteer led organization to a thriving mid-size the-
atre led by professional artistic and administrative staff.”
Since the year of 2013 Dad’s Garage has managed to
bring in and maintain a large cliental,
amounted to estimate around 30,000 people each year.
This organization consist of hardworking
individuals who have to come to together all by sharing
one love, and that love being funny gut blasting enter-
tainment through the art of theatre. Dad’s Garage Show-
cases “original work” with innovative world premiere
plays created by the Dad’s Garage family like the upcom-
ing King of Pops; The musical an
original work written by ensemble member, Mike Schatz.
Improv shows are also produced year-round with The-
atreSports and Japanese-Style game show.

Mission Statement
A mission statement is just as important for a small company starting out as it is for a large company.
According to the Encyclopedia of Business, 2nd Ed., a mission statement is sometimes referred to as a
creed, purpose, or statement of corporate philosophy and values. It inspires employees and guides
employees in making decisions and establishes what the organization does. Below is the mission
statement for Dad’s Garage Theatre Company.
“Dad’s Garage engages, cultivates and inspires artists and audiences alike by producing innovative,
scripted and improvised works that are recognized locally, nationally and internationally for being
undeniably awesome.”
Dad’s Garage serves as the home of humorous straight to the point entertainment. The shows
produced at this theatre are meant to be affordable with no discrimination towards any. Individuals most
attracted to the type of humor offered at the theatre range in the bracket of 20-29. At the moment Dad
Garage is located in Little Five Points, which is good because it is constantly attracting the arts cultured
individuals who have a deep love for the arts through humorous entertainment. The business definition of
this organization would be cheap, affordable, fun, and collective adult drinking for all wanting to join and
gather for a great time. Being an organization who has professional trained actors, shows produced at the
theatre are not planned they deal strictly with improvisation and maintain funny consistency
throughout the entirety of the show. Essential skills for this organization include well-prepared trained
ready to go actors. The actors shown on the stage at Dad’s Garage have had the opportunity to engage in
years of professional training. Therefore they are and only deal with the best of the best.
Page 7

Key Staff Members
Kevin Gillese, Artistic Director:

Kevin started improvising with Rapid Fire Theatre in Edmonton,
Alberta as a teenager in 1996. As an undergraduate he studied Theatre and
Creative Writing at the University of Alberta. He then went on to take the
Post-Graduate Comedy Writing and Performance program at Humber
College in Toronto. He became the Artistic Director of Dad’s Garage Theatre
in 2010.

Lara Smith, Managing Director:
Lara Smith was born in St. Louis, Missouri and was in her first show when
she was seven. In May 2007, Lara moved to Atlanta for the role of
Development Director of Dad’s Garage. Lara returned to Dad’s Garage in
August 2012 to become Managing Director. She helped lead the
organization through the site redevelopment, including securing significant
in-kind and discounted help for the move and temporary space options.
Jon Carr, Marketing Director:
Having been part of the cast for almost 10 years, he jumped at the chance to
work full time telling people about the amazing work this theatre does. He
is excited to finally be using his Business Administration and Marketing
degree as the Marketing Director here at Dad’s Garage. He founded United
Alanta Improv and has helped improv theatres around the city come
together through collaborative works.
Matt Terrell, Director of Communications:
Matthew Terrell works as a writer, photographer, and media professional in
the fine city of Atlanta. After completing his MFA in writing, Matthew went
on a cross-country adventure documenting drag queens vital to creating
communities of queer acceptance.
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Staff
The Dad’s Garage staff includes eleven main employees that tend to the daily operations of the
organization. There twenty-two ensemble members, fourteen general company members, and seven
rookies, and nine other artists that specialize in disciplines other than theater that contribute to the overall
success of the improv shows.

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Stephen Barwick, Development Director:
In 2006, Stephen began his career supporting non-profit organizations at Georgia State University’s Rialto
Center for the Arts. Since then, he has served as a consultant for arts and cultural organizations for Black-
baud, and worked on a highly successful $5.25M capital campaign for Year Up Atlanta.
Jamie Ward, Technical Director:
René Dellefont, Associate Artistic Director:
Matt Horgan, Associate Artistic Director & External Sales Director:
Jamie Warde is originally from Buffalo, NY, where he misspent his
youth and educational years. At the age of fifteen, he began working
in professional theatres on scenery, electric and props crews. You
probably have seen most of the scenery or anchor desks he built for
CNN, TNT, and all the other Turner networks, starting that winter and
running through the new millennium. He began working on different
facets of production at Dad’s Garage Theatre in January of ‘97, and
started the ‘97-’98 season that autumn as the new Technical Director.
Since then, he has had the pleasure of building over 25 different shows
René is one of the Associate Artistic Directors at Dad's Garage. While
at Dad's Garage, René curated and directed The Saturday Morning
Pajama Jam, an improvised throwback to the Saturday morning shows
of the 80's that featured the world's only improvised cartoon and was
hailed by critics at the Edmonton International Fringe Festival as a live
version of MTV's Wonder Showzen. He also directed the
improvised soap opera Scandal! n addition to his work at Dad’s Garage,
Rene involves himself with many other projects in the Atlanta theater
community.
Matt has been improvising since 1994, when he joined the "We're Not
Your Mother Players" while attending the University of South Carolina.
After graduating from SC with a BFA in Media Arts (completely use-
less), Matt moved to Atlanta and saw an improv show at Dad's Garage.
He has created and directed such popular Dad’s improv formats as Ask
Dr. Frapples: Improv Psychiatry, Murder, She Improvised, Nite Skool
and Gritty Cop Drama, as well as the wildly unsuccessful Justal System.
He has also written or co-written a number of shows for Dad’s, includ-
ing Z.O.N.K.E.R.S. – An 80’s Tit Comedy, Song of the Living Dead:
A Zombie Musical, The Going Out of Business Show, Drove, Chick &
Boozy’s Christmas on Ice and the Dad’s Garage sketch show, Free Park-
ing.

Page 10
The history of 7 stages dates back to 1979, where soon after it would become an outlet for local artists to be
able to express themselves in socially, politically, and spiritually ways on the happenings in their everyday
lives. To this day the Drama League of New York interprets the organization as “one of 50 theatres
nationwide for its Theatre Excellence in America Program.” 7 Stages is located in Little Five Points, 1105
Euclid Ave. NE, Atlanta, GA 31107.
Although Dad’s Garage is currently located at the home of 7 Stages Theatre, the organization just recently
bought their own home. The new home of Dad’s Garage is a Church, located at the address of 569 Ezzard
St. also known as the Old 4th Ward. The dimensions of the Church are 12,210 square feet. One of the
major issues the organization is facing is the new zoning, and “switching from residential to commercial.”
“The rezoning application is in and the hearing is set for June 5 or 12.” Although that is a choice another
option that Dad’s Garage could consider would be to apply for additional funding through grants, and
loans to make things more financially stable. The Church online is listed at the exact amount of $2.15 mil-
lion dollars. As stated “but the space is great we have some pretty unique needs in terms of ceiling height,
architecture and parking (there are 90 parking spots.” With well aware obstacles Dad’s Garage Theatre
Company will not be holding any performances at the new location until Midyear of 2016, until that date
the performances for productions will continue to be held at the location of 7 Stages.
Facilities
Dad’s Garage is located in Little Five Points in Atlanta Georgia at
7 Stages Theatre. This facility is rather small but still contains room
for all willing to come and receive great live entertainment.
The main stage is capable of holding 200 people, while the
black box stage theatre is amounted to only seat up to 90
people all seating arrangements are varied to fit the needs of
the customers. The mission statement for 7 stages includes the following, “7 Stages is a
professional, non-profit theatre company devoted to engaging artists and audiences by
focusing on the social, political, and spiritual values of contemporary culture. 7 stages gives
primary emphasis to international work and the support and development of new plays, new
playwrights, and new methods of collaboration.” This organizations vision is, “Our theatre will

Technology
The current website for Dad’s Garage is scattered into many
different pieces. The color scheme of the website is all the
same, with multiple tabs in various places. Tabs for the
website include, shows and tickets, plan your visit, classes,
about us, hire us, support us, and watch us. Although the
tabs are clear for understating the placement of them are
not in the spots that could potentially be easily viewed. At
the bottom right of the page there are five more tabs, which
include YouTube, Radio, Links, FAQ, and Contact Us.
These tabs should be moved up on the page so one would
not have to search for information that should be readily
available to all who visit their page. This organization is up
to date in terms of social media. Dad’s Garage has an up
to date Facebook page, their most recent active event that
has been making headlines on their website, as well as their
Facebook page is Bacon Fest. In order to make the
community more aware of what was going to be taking
place at the event, there were flyers and pictures
continuously being posted to gain the attention of all
individuals. Along with their Facebook page, Dad’ Garage
also has an up to date twitter page as well. Their twitter
name is @dads_garage, and their page entails the amount of
2,180 tweets, 319 followers, 5,276 followers, and 524 tweets
that the organization has favorited.
Dad’s Garage is ahead of the curve in terms of social media
like Facebook, Twitter, and Instagram. The audience base of
DG are people who age from 18-24, and these people like
to use the social media. They buy the staff by computer and
mobile phone. A survey shows that more than 80%
people like use mobile to check email. People also use
mobile more to search and find things what they want.
Mobile have become an important device in normal life.
However, DG is not “up with technology” because DG is
not mobile. It can make DG lost many audience bases.
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Programming
Dad’s Garage is the home of where Improvisational
acting is performed. This organization offers acting
classes to adhere to those interested. The structure
of these classes pertain to four
different levels, and those willing to partake in
these classes have the right to choose what best
fits them. Level 1 “Fundamentals of Improv”, Level
2 “Intro To Short Form Games”, Level 3 “Short
Form Games”, and Level 4 “Performance Skills
and Theatresports.” Dad’s Garage also offers their
High School Outreach Program. This program is a
free program implemented in the organization in
order to reach out to surrounding high schools in
the Metro-Atlanta area. This program is focused
towards students who do not have direct access to
getting involved in arts and culture. Dad’s Garage
chooses 3 different schools every school semester,
the schools chosen are selected into a “10-week
curriculum” this is taught to 15 students at each of
the different schools by a different staff member of
Dad’s Garage. At the end of the end of the 10 week
program students from 3 different schools gain
the opportunity to perform live at Dad’s Garage in
front of family and loved ones.
The improvisation classes being taught at Dad’s
Garage mainly focus on the skills of learning
improvisation, and teaching the importance of
group work as a whole. As stated on the direct
website for Dad’s Garage, “ The skills taught during
this training include trust, relaxation, listening,
focus, agreement, developing creativity, verbal and
nonverbal storytelling, monologue, scene
structure, commitment, status, specificity, and
motivation.” The outreach program also wants to
be helpful not only on the stage at the organization
but in the use of everyday life. This includes the
uplifting in building self-esteem along with
bettering communication skills.
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Audience
Majority of the shows shown at Dad’s Garage contain adult content. Most productions being shown
include “(cursing, sexual innuendo, violence, and/or nudity”.) The age groups that this organization brings
in are those age groups ranging from ages of 18-45.
According to the answers of the Dad’s Garage Theatre Company marketing, the audience of the DG are
tended to be 18 - 35 white men and women. College educated and middle class. Dad’s Garage is located in
Fulton county zip 30307. This area has more than 70% white people, and more than 40% people’s age are
from 20 to 44. Based on the Robert Reich, a professor of Public Policy at the University of
California-Berkeley and former Secretary of Labor, the average middle class annual income is $25,500 to
$76,500. The middle class in this area and the area near here are around 35%. It is not a big audience base.
However, there are many universities and colleges within 2 miles.
Dad’s Garage currently does not have a
membership or subscription service that
can be offered to its
target market. It was stated by the
company’s marketing director that the
average Dad’s Garage improvisation show
audience member will attend around two
shows per year and no more.
The director of marketing also
commented that the company was not
interested in retaining the same audience
members but instead are content with the
current frequency of audience attendance
and approval rates.
The millenial generation is the Dad’s
Garage Theatre Company’s main focus
since the content of the shows and
programming are centered around
themes that wuld be more appealing to a
younger generation. The current audience
is within this age range and many reside
in the area the company does regular
performances.
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Marketing Promotions
Dad’s Garage main focuses on social media, printed material and Dad’s Garage TV for their marketing.
Dad’s Garage uses three methods of social media to reach its audience; Facebook, Twitter, and Instagram.
Dad’s Garage Facebook update event and news which happen in DG regularly, almost every day. There are
12,654 people likes DG, and 11,196 visits. The organization’s Twitter account is updated regularly and has
5,356 followers. Instagram also used by DG for promoting its shows, programming, and events. But it
is not the important one, there are only 199 posts on Instagram. Currently, there are 477 followers. Dad’s
Garage has their own Dad’s Garage TV Company, there are 1,940 subscribers, and 330,592 views on
YouTube.
Atlanta Improv Festival is one of Dad’s Garage marketing programs. This is an excellent and efficient form
of communication. This festival brings improv entertainers from all over to join together and showcase
their talent. Funds from the ticket sales raised from this event go towards helping Dad’s Garage with their
big move to their new location. The festival also held improv workshops, the price of one workshop cost
$75.00 dollars and the price of two workshops cost $100.00 dollars. The most recent marketing promotion
plan put into action was the annual festival of Bacon Fest. This event invited all individuals out to
participate in their love for improv, bacon, and beer. The event took place this year at the Masquerade’s
Music Park, and included an outstanding amount of 2,250 pounds of bacon. This event allowed individ-
uals to come and partake in fun festival games while enjoying bacon along with an collective amount of
alcohol. The event was from 1-6p.m and ticket prices ranged from general admission “$25 to $85 advance,
$30 to $95 at the door.”
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Financial Analysis
Dad’s Garage is a 501(c)3 corporation established in 1996 according to the organization’s 2012 990 tax
form. According to the 2012 990 form, Dad’s Garage brought in $273,339 in contributions. The
organization’s total revenue for 2012/2013 was $1,164, 270. This revenue was attained through program
service revenue. The company’s expense breakdown for 2013 is as follows:
• Total expenses for 2013: $1,107,831
• Program services: $894,290 which was 80% of the total functional expenses.
• Management and general expenses: $144,717which was 13% of total expenses
• Fundraising expenses: $68,824, which was just about 7%

Revenue
Expenses
Revenue Less Expenses
Page 15

Page 16
The total net assets of Dad’s Garage for 2012/2013 is quite low compared to the revenue and expenses since
what the organization is making and spending is well over one million dollars.
Net Assets
Programs
On the 990 forms, the organization does not break down where the program services revenue comes from.
It is clumped into one sum and left for interpretation. This is not transparent enough to determine where
the revenue streams are coming from. However, on page 2 of the 2012 form under the “Statement of
Program Service Accomplishments” listed “Produce theatrical performances-scripted and improvised”.
With expenses at $894,290 and revenue- $890,931 means in 2012 the programming of the organization
made nothing and worked at a deficit (-$3,359). There are no subsections provided to readers that
indicate the areas to which the company is bringing in funds. The below chart shows the increase in
program services revenue as well as the increase in expenses incurred for program production. The
organization is spending well over the amount it is bringing in which creates a constant deficit in the area
of programming which should be the greatest source of income.
Company Governance
The major fluctuations in salary and decreases are extremely troubling and can be related back to the
company working at a deficit in 2012 and showing how it affected the salaries. What is not explained is
how the Managing Director’s salary dropped and the Artistic Director’s salary increased.
The top staff members pay 2011-2013:

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Financial Summary
In comparing each of the forms an odd fluctuation of expenses in the “other expense” category was
noticed. It was somewhere in the four hundred thousands in the 2010 filing year then rose by fifty
thousand in 2011. By 2012 the company’s “other expenses” area had risen by close to one hundred
thousand dollars. This is a problem area since the revenue is not high enough for an unidentified amount
to be this extreme. It would be more understandable if this amount was in the lower thousands but it
seems to be a pretty astronomical expense and should be better explained. The unfair salary shifts
between the top two staff members are concerning since this is a public document.
The company is not operating within in the budget in the most responsible way at all. They are obscene
amounts of money for expenses that are not fully explained and that is not a comforting space to be in
as a public organization. In 2011 and 2012 the company’s marketing was between $32,000 and $36,000,
which equals between 4 and 6 percent of the company’s expenses. In 2012 the company allocated $18,000
to fundraising and the other $18,000 to programming marketing. In 2013 there was no amount on that
line at all. It appears Dad’s Garage didn’t advertise or promote programming at all, though unlikely, not
being represented on the financials leaves it open to speculation. The company was working at a deficit in
2012 and made double that and came back into the black in 2013 but still wasn’t making the amount that
should be made by a company almost 20 years old and worth over one million dollars in a regular fiscal
term.
In conclusion, the scope of the organization’s financials does not favor the area of marketing. Since
marketing drives revenue Dad’s Garage will have to consider allocating more funding to the visibility of
the company. The unstable financial fluctuation of this company is unsettling and should be reevaluated
in the hope that the fiscal health of the company is regained and marketing will be a strong presence.
Summary
Dad’s Garage has certain audience base, and use various methods
to marketing. The audience base of DG are people who age from
18-24, and these people like to use the social media. They buy the
staff by computer and mobile phone. A survey shows that more
than 80% people like use mobile to check email. People also use
mobile more to search and find things what they want. Mobile have
become an important device in normal life. However, DG is not
“up with technology” because DG is not mobile. It can make DG
lost many audience bases. So DG should pay more attention to
mobile filed, design a mobile version website to attract more
audience. Students also a huge market for DG, universities and
colleges nearby DG are a very important resource. Next fiscal year
DG should put more energy on every university. Dad’s Garage
could make performance contract with universities or open a class
in the theatre department in every university.

Community Profile
Dad’s Garage Theater Company is currently renting space at 7 Stages Theater, located in Little Five Points
and will soon move to a new building in Old Fourth Ward. This profile will give an in depth analysis of the
Little Five Points area and the area surrounding it.
Community Overview
Little Five Points is a district on the eastside of Atlanta, Georgia, United States, 2 1⁄2 miles (4.0 km) east of
downtown. It is identified as an “alternative” neighborhood in Atlanta. According to Forbes Magazine
Little Five Points was ranked number sixteen of American’s Best Hipster Neighborhoods. Established in
the 1900s as a commercial district, this trendy area is adjacent to the Inman Park and Candler Park
neighborhoods. It is a melting pot for individuals from all cultures and is the Bohemian hub for the
Southeast. Little Five Points is the epicenter for food, shopping, music, and most recently theater. It is a
unique experience that has continually intrigued and drawn crowds filled with locals and tourists.
As seen the two dynamic age ranges are those between the ages of 20-29, and 30-39. These two age groups
have the capability of understanding the direct humor that Dad’s Garage offers. With both of these age
brackets straight direct adult humor has the potential to be extremely funny, as well as relatable. As age
increases the chart shows a major decrease, particularly between the ages 50-80. Here sexual innuendos,
nudity, and explicit language usually does not pertain to this age bracket nor do most of them find it
entertaining.
Dad’s Garage Current Location:
7 Stages
105 Euclid Ave NE, Atlanta, GA 30307
Parking is located in a secure, well-lit, privately run lot behind 7 Stages. The entrance to the lot is located
between Ardens Garden Juice Shop and Outback Bicycles. Park-It charges a flat fee of $2 – $7 for a full day
of parking, depending on the day.
Dad’s Garage’s Future Location:
According to the official Old Fourth Ward website, this area is defined as: A historically diverse
community located east of downtown Atlanta, west of Poncey-Highland and Inman Park neighborhoods,
and south of the Midtown neighborhood. The neighborhood was the original home of Morris Brown
College and Clark College and later Clark Atlanta University. It is a smaller version of the historic Fourth
Ward
political area in place until the 1950s when the city changed to a district system.
As described by the City of Atlanta’s Bureau of Planning, the Old Fourth Ward used to be one of the
densest residential neighborhoods in Atlanta, with a population of over 22,000 in 1960. Between 1960 and
1980, the population dropped dramatically to just over 6,000, largely due to urban renewal activities and
the clearance of residential properties for other uses. Bureau of Planning population estimates anticipate
the population to rise sharply over the coming years, eventually surpassing the 1960 levels by 2025;
however recent development activity suggests that growth may occur even more rapidly.
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Community Profile
Demographics
Little Five Points has a land area of 4.6 square miles with a population density of 3,884 people per square
mile. Within this land area there are 9, 041 houses and condos, while there are 3,288 renter-occupied
apartments. There are 47.3% males within the land area and 52.7% females.
Zip code 30307 compared to state average:
Median house value is significantly above state average.
The Black and Hispanic race population percentage is below the state average.
House age is significantly above the state average.
The percentage of population with a bachelor’s degree or higher is significantly above the state average.
Surrounding Communities
Candler Park Demographics
Area: 0.636 square miles
Population: 3,637
Population density: 5,721 people per square mile
Atlanta: 3,282 people per square mile
Chelsea Neighborhood
Population: 1,540
Population density: 2,930 people per square mile
Decatur: 4,604 people per square mile
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Clifton Community:
Population: 9,547
Population density:
4,014 people per square mile
Atlanta:3,282 people per square mile
Druid Hills Neighborhood:
Population: 726
Population density:
1,442 people per square mile
Atlanta: 3,282 people per square mile
The median household income in this area is higher than the Georgia average median household.
People have more money for consumption on entertainment. The majority race is White American and
the percentage of Black and Hispanic residents is lower than the Atlanta average. The level of educated
people residing here is higher than Georgia and Atlanta averages. Although the location of Dad’s Garage
has changed, being located in the area of Little Five Points did the organization justice. The reason being
is because the area of Little Five Points is located in the heart of downtown Atlanta and it is centered and
surrounded by fascinating new things for individuals to explore on a daily basis. When exploring these
new ventures those interested in viewing live improvisational productions can do so at a cheap rate with
refreshing beverages along with good comedic adult entertainment.

Community Profile
Economy and Unemployment
In 2008 the unemployment rate was at 6.3% in Atlanta compared to Georgia’s 5.3% and by 2014 the rate
increased to 8.5%. This shows an upward trends of unemployment rate in Atlanta, yet recent job growth is
positive; Atlanta jobs have increased by 1.77 percent. The unemployment percentage in Dad’s Garage zip
code below state average. 15.3 percent of the population in Fulton County lives below the poverty level,
lower than Georgia poverty rate 15.7%. But higher than U.S average poverty rate 13.8%. The estimated
median household income in Dad’s Garage zip code 30307 is $74,378 compared to Georgia’s $46,007.
Judging from the unemployment rate, the unemployment rate in this area was increased, although
Atlanta jobs have increased by 1.77 percent. But the estimated median household income is much higher
than Georgia’s average median income. Most people live in the area of Dad’s Garage zip code are relatively
rich. It is very beneficial for Dad’s Garage.
Primary Industry/Business
The primary industry of this area is accommodation and food services with 26 food restaurants available.
Education services are the second industry with 5 schools in this area. Arts, entertainment, and recreation
like museums, golf courses, and county clubs have 2 county clubs in the neighborhood. Health care and
social assistance just have 1 in this area. There are 12 religious organizations here. It is kind of good news
that there are a lot of food services in the Dad’s Garage zip code area. This shows that most people like to
go to this area to consumption. It is increasing the probability of people who have dinner here to go to
Dad’s Garage. The area of Little Five Points is filled with a variety of things to explore in downtown
Atlanta. Little Five Points is a multi-cultural urban environment for individuals to come and explore the
art of downtown. The area is filled with shopping retail stores along with urban restaurants, along with a
large mixture of bars.
Universities
There are numerous university in Atlanta, like Georgia State University, Emory University, and Georgia
Institute of Technology. These universities are the untapped market for Dad’s Garage. There are many
universities are around the Downtown, and the distance from Downtown to the Dad’s Garage is within
2 miles. The students in these universities are the huge potential audience. Dad’s Garage can producing
some new plays which is the university’s students like. They can also make some fancy events for the
students. Due to Dad’s Garage is near to the downtown, Dad’s Garage can establish a cooperation with
these universities. Once they establish a cooperation with these university, it will bring a lot of business
opportunity. Dad’s Garage can bring plays to universities to performance to students. Since the main
audience’s age range from 18 to 25, Dad’s Garage can gain a lot of audience among these students. The
main target audience for Dad’s Garage is predominately white males between the ages of 18-24. This is
primarily the age range for college students. With targeting these schools mentioned it can open up a new
wide spread audience never imagined before. Reaching out to these universities can bring in more
diversity for the organization of Dad’s Garage. Most different nationalities have never even heard of the
organization of Dad’s Garage before. With more promotion to surrounding colleges and universities
especially more promotion to HBCU’s (Historically Black Colleges and Universities) this could bring in a
much larger audience for Dad’s Garage.
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Community Profile
Page 22
Political
Image Downtown:
“Imagine Downtown is the visionary plan to guide future public and private investment in the heart of
Atlanta. Formulated through a process that engaged the center city community in visioning exercises to
define and give image to the future physical growth of Downtown Atlanta the plan is a blueprint for
redevelopment of Downtown. Downtown has witnessed remarkable growth and investment over the
past five years. Building on this momentum and success, Imagine 2.0 prioritizes a new set of transporta-
tion network improvements and public space enhancements necessary to support the next wave of new
residences, attractions, retailers and offices.” This initiative has been in effect for five years. It has been
a successful plan so far, and looks to continue to be successful. With the development of Atlanta getting
better and better, there are a lot of new residents and tourists coming to the area . Little Five Points is an
important landscape in Atlanta. And with all the parks and museums nearby like Freedom Park, Candler
Park and Jimmy Carter Museum, most tourists and residents will come to this area. These people definitely
can be a potential audience for Dad’s Garage.
Public Art Funding Increased by 50% on April 1, 2015:
According to the report by the Georgia Arts Network, “Both houses of the Georgia General Assembly
passed the final budget bill which included an INCREASE of $300,000 for the Georgia Council for the
Arts! The Increase has brought state allocations to the GCA up to $900,000. The more than 1200 messages
sent by YOU and other arts supporters helped make this success possible.” This news definitely is good
for Dad’s Garage. It was meant that Dad’s Garage has more opportunities to gain grants from government.
Based on this news, we also can conclude that there are a lot of people who support the arts, and the
market for the art is growing.
Summary
Using this demographic information it is easy to see that much of Dad’s target market is in the immediate
area surrounding both their current and future locations. Over 80% of the population in the surrounding
neighborhoods are white and between the ages of 20 and 45. This means Dad’s target audience is right in
their back yard.
Something that may come as a disadvantage though is the amount of income this target market is bringing
in. These households have a much higher income than most of current patrons of Dad’s Garage. Because
these potential customers have more disposable income, it is unlikely that discounted tickets and cheap
beer will draw them in. This demographic is more likely to be interested in higher quality performances.
Fortunately Dad’s Garage already offers different types of performances, scripted plays and quality improv
among them, but these performances will need to be marketed differently to this demographic in order to
capture there attention.
Armed with this information we can better understand the wants and needs of the demographic and how
they align with the products that Dad’s Garage supplies. We can now determine what programs will appeal
to the target demographic already residing in the area and what strategies to implement in marketing
those programs.

Competitive Analysis
Page 24
The following sections will examine the competition of Dad’s Garage Theatre Company within its field
and outside of it. The research that has been completed for this section has come from the official websites
and articles surrounding Dad’s Garage’s target audience. The information regarding the target audience
and demographics can be found on Forbes.com, Citydata.com, and the 2010 Georgia Census.
Direct Competitors
Whole World Theater

Whole World Theatre is loacted at 1216 Spring St NW
Atlanta, Ga, 30309. The theatre is at the heart of Midtown with close access
to I-75, I-85 and the Connector as well as Marta. No parking space of their
own, but there are a few free and paid lot options as well as taxi service and
promotions through Uber. Mostly an industrial area.

Mission, Description, and History
Whole World strives to be the most entertaining dynamic improvisational theater and creative educational
institutaion in the south. We are cultivating actors to go on to be recognized by global audience, while pro-
viding an artistic home for anyone who wishes to be educated, inspried and better themselves through this
artistic expression we are dedicated to using theater as a form of communion for all people using the ideas
of the audience as catalysts for all of our shows. The community’s voice will always be our
motivation, heart and spirit behind all of our perforamances education and outreach.
Founded in 1994, currently celebrating its 20th year in business. Is a 501(c)(3) non-profit company.
Product Description and Pricing
Shows- Adult & Children’s: $6-$25 (depending on show typoe and time)
Improvisation Classes- Various Levels: $50-$400 (depending on class and length)
Improvisation Camps- For youth and teens: $300-$950 (depending on which camp and the length)
Pricing and Positioning
Ticket prices for improv shows are the most expensive in the region. Workshops and classes are far more
expensive than others in the area, but they are much longer running than most and fairly comprehensive.

Page 25
Performance Space and Ticket Sales
Whole World has their own space with a theater that seats 125. Their space does not have specific parking,
but several options are available from paid to free parking as well as public transportation and cab services
and suggestions.
Target Markets
The target market of the Whole World Theatre is a mixture of all ages. For the shows offered at this theatre
the target starts at age 6 and reaches 35 years of age. For classes the target market is a bit different, starting
at age 8 and reaching age 35.
Whole World Theater is very comprehensive in their programming, particularly in workshops and classes.
Classes run 4 weeks longer at Whole World than most other theaters in the area and are available in several
levels as well as for children and teens. Whole World’s programming seems geared more towards its classes
rather than its shows. Most improv theaters in the area provide several different types of improv shows
where Whole World only produces the basic generic show. Whole World Theater offers strictly improv
shows as well as a bar. Ticket prices are slightly higher however they offer nights with lower prices as well
as discounts for advanced purchase. Improv is advertised as adult humor and has the potential to be crude.
However the organization also offers kid friendly performances and workshops. Whole World has several
options for workshops for all ages and levels of skill.Whole World may not have as diverse choices of dif-
fering kinds of improv shows as Dad’s Garage has, but the overall quality of work is slightly higher. Shows
and humor are advertised as having adult humor and having the potential to get crude, but it is not the go
to humor or the norm to be salacious. There are also options for kid and family friendly humor if customers
do not wish to hear that kind of humor but still want to enjoy a show. Facilities are cleaner and more upscale
and alcohol is available for those who would like to partake, but not an essential component of the culture.
Workshop opportunities are much for extensive from Whole World including four levels of experience for
adults as well as one-time workshops and specialty skills, like singing and musical incorporation. Work-
shops also cover a much wider range of ages and demographics. Workshops for children start at age 8 and
progress up into the teens. Some child participants are even admitted into the organization’s children’s
improv troupe. Whole World presents a strong competitive advantage in that they offer exactly what Dad’s
Garage offers but to a wider demographic and with higher quality. Improv shoes are performed just as often
and even though ticket prices are slightly higher quality, setting and price are more likely to attract a more
mature audience that will appreciate the art and performance as well as enjoy the entertainment.
Workshop options are also more abundant at Whole World. Workshops are more expensive than Dad’s by
almost double, but they do run much longer.Whole World is also appealing to the children’s market, which
Dad’s is not doing at all. Dad’s does provide High School Outreach, but it is strictly an educational program
that does not earn income and only reaches select high school students. Whole World offers classes that
generate revenue and are available for elementary school and goes through high school, opening up a demo-
graphic that is not being served by Dad’s.

Basement Theatre

The Basement Theatre is located at 175 West Wieuca Road in
Atlanta, Georgia. The theatre company has its own parking area and
is open Thursday-Saturday. The company’s facilities are accessible by
MARTA.

The Basement Theatre was founded in 2004. The company has 20 “players” and identifies itself as Atlanta’s
best underground improv comedy show.
Shows:
Rorschach/Scrambled Eggs: performers use audience suggestions and Rorschach tests to fuel improv Sat-
urdays 10pm Rated R $10 Student tickets $5
Family Night Improv: Improv games and scenes for the whole family Fridays 8pm Rated G $10 Student
tickets $5
Improv Blender: basic improv show Fridays 10pm Rated R $10 Student tickets $5
Down in the Basement: Short form Games and Scenes Saturdays 8pm Rated PG-13 $10 Student tickets $5
Improv Comedy: Long Form Improv Saturdays 10pm Rated R $10 Student tickets $5
Classes
Improv 1: 8 week introductory course Mondays 7-10pm $200
Improv 2: 8 week intermediate course Tuesdays 7-10pm $200
Improv 3: 8 week advanced course TBA $200
Classes are offered every month
Teen Improv Camps
Week long camps offered during the summer. Sessions for 9-13 and 14-17. Two one-week sessions are
offered per year. $200
Teambuilding Workshops
SMALL GROUP (1-10) - $350 /2 hr On-Site Session or $300/2 hr Basement Session
GROUP (11-20) - $35 per person /3 hr On-Site Session or $35 per person /3 hr Basement
Ticket prices for shows are much cheaper than other improv tickets on the market. Workshop and classes
are similar in price and content.
Target Market
The target market is 18-40 years of age.
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The Basement Theater has found a good balance of providing improv with adult content to family friend-
ly to anything in between. They are also very clear with which shows provide which content by providing
a rating system that is similar to what a patron would see for a movie. While the theater provides a wide
variety of shows, each type of show is only available once per week and at the same time each week. This
can make it difficult for patrons to experience the different kinds of shows the theater provides or get into
the type of show that they want. The Basement Theater is an all improve theater that also provides several
different kinds of improve shows as well as workshops and classes. The Basement Theater has a compet-
itive edge over Dad’s Garage in their variety of different improv show formats and age appropriateness.
Most shows are meant for an older audience, but they do offer shows that are “G” and “PG-13” for audi-
ence members that would prefer a different kind of humor. The usual kind of improv is offered through
scenes and games as well as audience participation, but also they also offer more unique shows such as
Rorschach and story based improv shows. The Basement Theater has more frequent shows, doing two
performances a night Thursday-Saturday, however they only offer one of each kind of show per week and
some only on select dates. This could cause a customer to feel limited in their choices if they were looking
for a particular show. Ticket prices are typically much lower than Dad’s Garage. This combined with the
upper-class surrounding area could draw customers to this theater rather than Dad’s.
Workshops offered by The Basement are very similar to Dad’s in content and price. The advantage that
The Basement has over Dad’s in this respect is that they offer teen camps; again appealing to a demo-
graphic that Dad’s is not.
The Village Theatre

The Village Theatre is located at 349 Decatur Street South East, Atlanta,
Georgia. They can be located in the Old Fourth Ward neighrborhood in
Atlanta on the ground floor of the Pencil Factory lofts.

Mission, Description and History
The Village Theatre was founding in 2008. The theatre’s name came form the idea
that the company had some many talented artists from all walks of life and
wanted to encompass that in the name of the organization.
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Workshops: Offer 7 different levels of workshops as well as participation in a live performance upon
completion of the class. Workshops run for 8 weeks and are $200 each.
Summer Camps: Available for kids ages 8-12 and 13-17, 2 sessions currently available for each group,
possibly a third to be added. Sessions are a week long and cost $250 per student.
Shows:
Armando: Using audience stories to fuel improv. Friday Nights 8:30 pm $10
Improv Jam: Musicians and Actors perform improv skits Thursday 10:30pm & Sunday 7pm FREE
Danger!The Show: basic improv show Thursday 8:30 pm $5
Improv A-Hole: Improv competition Saturday’s 8:30 pm $10
Chalk Outline Presents: Harold Night Sunday 5pm $5
Offer several other additional shows and special guests at various times, but not on a regular basis.
The Village theater offers some of the lowest priced improv tickets in Atlanta. Workshops are priced the
same as many other companies in the area, however offer more skill levels.
Target Market
The target market is 18-40 years of age.
Most workshops are currently sold out. Performance space has two available parking decks which provides
lots of free parking.
The Village Theater is the most affordable improv theater in Atlanta. It provides a wide variety of improv
shows and workshops at some of the best prices on the market. While show types are various and wide, the
schedule can get rather complex making it difficult to remember when shows occur. The Village Theater
is the most similar improv company to Dad’s Garage. All products that are offered are improv shows and
workshops and the Village Theater has been providing these services in the same area that Dad’s is planning
on moving to. Show structure and variety as well as workshop offering are very similar, with Village Theater
having slightly more variety and therefore a slight advantage. Village Theater offers the greatest competitive
challenge to Dad’s Garage. Village has been in their space for 7 years and is in the same area that Dad’s is
looking to move to. Village offers a wider variety of improv shows, more performances and cheaper tickets.
They also offer a wider variety of improv classes and workshops as well as kids camps and performance
opportunities for students. If Dad’s still plans to move into their new space they will be in the area of a well
established theater that offers exactly what they do, only with more choices and cheaper prices, so this will
be a major competitor in the near future.
Page 28

Laughing Matters

Laughing Matters is located at 173 Cleveland Ave SE, Atlanta, GA 30354

Mission, Description and History
Laghing Matters was founded in 1985 and is considered the oldest improv troupe in Atlanta. The mission
of the company is: The company’s mission is to use improvisation and humor to provide interactive
entertainment and education for audiences, companies, groups, and organizations.
Product Description
Overall promotes clean comedy appropriate for all ages.
Public shows: Monthly show at Manuel’s Tavern $12 in advance, $15 at door
BattleActs: Competition between improv actors at the Academy Theater. Appropriate for all ages. $12 in
advance $15 at the door.
For Hire Bookings:
Improv shows
Murder Mystery Theater: 5 preset mysteries and custom ones available
Interactive Entertainment: Game shows, Scavenger Hunt, Novel in a Minute, Custom
Team Building Workshops
Ticket prices for shows are average for the Atlanta market. For hire productions are more expensive,
however that is the company’s major product and source of income and offers more options than any other
similar product on the market.
Company does not have their own performance space and must rely on other venues such as Manuel’s
Tavern, Atlanta Academy Theater or on location workshops. The company’s main performance space,
Manuel’s Tavern is scheduled to close down for renovations in 2016 and remained closed for several
months potentially creating a dilemma for the company and being confusing to customers. The lack of
consistent performance space could create strain on the company as well as customers creating confusion
and possibly conflict.
Target Markets
Laughing Matters targets family audiences ages 18-35.
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Laughing Matters’ main selling product is their for hire performances. The troupe provides a wide range of
selections for murder mystery theater, interactive shows and teambuilding workshops. The company offers
a wide range of pre-written scripts as well as custom options. Laughing Matters also provides something
that no other improv troupe does, clean humor. This company provides a family friendly and work
appropriate improv environment, which is not being provided by any other organization. Event though
Laughing Matters provides products and services unlike any other improv company in the area, they fail to
provide the usual products. They provide very few general performances and no regular classes or
workshops. This makes them more of a niche company that provides products and services that no one else
is, but nothing else.
The company also does not have consistent or appropriate performance space. Performance locations
change for each show, most of them occurring in a local restaurant, Manuel’s Tavern. The performance
space is not a proper theater and will soon be shut down for several months for remodeling, leaving the
company without a place to perform. Like Dad’s Garage, Laughing Matters is strictly an improv company.
However Laughing Matters focuses most of their programming on providing for hire shows and workshops
rather than regular performances and classes.
The main advantage that Laughing Matters has over Dad’s
Garage is that they ensure clean, family friendly performances and humor. This makes their product
appealing to a much wider audience. It is more likely that customers would actively seek out family
friendly options or at least be okay with it than it is for them to actively seek crude humor. However they
offer much fewer performances, only once per month. Both Laughing Matters and Dad’s currently do not
have their own space, but Dad’s is performing in a consistent location making it much easier on the
company and customers.
Most of Laughing Matters’ programming is focused on interactive entertainment such as team building
workshops, murder mystery theater, scavenger hunts and game shows. Team building workshops are not a
major programming focus or revenue source for Dad’s, but if a client was looking for such a product, it is
very likely that they would choose Laughing Matters because of the greater selection.
Page 30

Indirect Competitors
Alliance Theatre
1280 Peachtree Street NE, Atlanta, GA 30309
The Alliance Theater is part of the Woodruff Arts Center in the heart of
Midtown. There is limited paid parking for patrons and is accessible by
MARTA.
The Alliance Theater was founded in 1968 and has been one of the largest theaters in the Atlanta area since
then. Since its creation the Alliance has produced more than 80 original plays including major hits and
Tony Award winning productions such as The Color Purple, Aida, Sister Act: The Musical, Come Fly Away
and Zorro. The theater also produces shows for all age levels as well as classes, drama camps and in-school
initiatives.
Founded in 1994, currently celebrating its 20th year in business. Is a 501(c)(3) non-profit company.
Upcoming shows:
Knuffle Bunny: A Cautionary Musical
Wed, May 27 to Sun, Jun 21
Ticket Toddler Takeover 2015
Fri, May 29 to Sun, May 31
Antigone, Presented by the Girls of St. Catherine’s
Thu, Apr 30 to Sat, May 9
Mainstage Productions: $25-45
Hertz Stage Productions: $25-38
Season ticket packages available: $68+
Most ticket prices are more expensive than other theaters on the market, particularly for new productions.
While shows in the Hertz theater are more affordable, Mainstage productions can get very pricy.
The Alliance facility has two theaters, the main Alliance stage which seats 770, and the smaller black box
Hertz Theater that accommodates 200.
Target Markets
The targets for this theatre are educational institutions and schools as well as those ages 30-60.
Page 31

The Alliance Theatre is the most professional theater for new productions and premier shows. The theater
offers a wide variety of educational outlets as far as shows, workshops and classes. Ticket prices can get
expensive, but there are several buying options available for those who wish to keep it on the more
affordable side. There is a great variety of shows for educational purposes, other programming only
appeals to a much older demographic that is accustomed to attending theater. Productions from the
Alliance and Dad’s Garage are very different. The Alliance deals with straight plays and musicals where
Dad’s Garage works with improv comedy. The main similarity is in Dad’s scripted works, but even then
they are appealing to very different demographics. The Alliance does not offer much of a threat to Dad’s as
of right now. Because the target audiences for both theaters are so different it is unlikely that the two would
be pulling from the same patron pool. Now if Dad’s was to consider expanding their scripted works shows
and broadening their audience the Alliance would pose more of a threat. If Dad’s did wish to start
appealing to the same audience it would be difficult for them to compete with the professionalism and
experience of the Alliance Theater.
Horizon Theatre

Horizon Theatre is located at 1083 Austin Avenue, Atlanta, GA
30307 (at the corner of Euclid Ave. & Austin Ave. in Little
Five Points)
Horizon Theatre Company’s mission is to connect people, inspire hope, and promote positive change
through the stories of our times. Horizon has been producing shows by local playwrights since 1983. The
company cultivates upcoming local talent through their Young Playwrights Festival, Apprentice Company
and Intern Company programs.
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Upcoming Shows:
Grand Concourse by Heidi Schrek
MARCH 27-APRIL 26, 2015
Vanya and Sonia and Masha and Spike by Christopher Durang
MAY 15-JUNE 28, 2015
Avenue Q music & lyrics by Robert Lopez & Jeff Marx
book by Jeff Whitty
JUNE 12-JULY 12, 2015
Uprising a rolling world premiere by Gabrielle Fulton
JULY 17-AUGUST 23, 2015
Single Tickets: $20-$30
Subscription Packages: $45-$130
The Horizon Theater seats 172 patrons and is located in Little Five Points, just a few blocks from Dad’s
current location.
Target Markets
The target audiences for this theatre are artists and writers and those 30-50 years of age.
Horizon Theater offers affordable entertainment and gives up and coming talent and writers the ability to
present their work. The majority of shows produced at Horizon are unheard of or unfamiliar titles making
it difficult for patrons who are unfamiliar with local theater to become interested. This shows that the com-
pany can be more interested in serving the needs of the artists that need and outlet for their work rather
than the patrons interests. The main similarity between these two theaters is that they produce new script-
ed shows. Dad’s scripted shows are not the main source of programming and are more comedic than most
at Horizon, but it could make it difficult for Dad’s to grow their programming with scripted shows with
such a close competitor. (physically and programming wise)The main competitive advantage that Horizon
has over Dad’s is the proximity to Dad’s current location. The two theaters are just a few blocks from one
another. The main competition would be with Dad’s scripted shows. Horizon provides a more profession-
ally produced artistic show and with it’s close location and only slightly higher ticket price customers may
be more included to go to Horizon over Dad’s
Page 33

Non-Arts Competitors
Sporting Events
Georgia Tech Football
The Georgia Institute of Technology is the largest university in Atlanta. Founded in 1885, the college is
located in the heart of downtown Atlanta and now offers over 100 different degrees to 20,000 every year.
GA Tech’s football program was founded in 1892 and has won 23 out of the 40 bowl games they have
played in, ranking them ninth in all time bowl game wins. Currently GA Tech is part of the South
Eastern Conference and has had Paul Johnson as head coach since 2008. The activities offered by the Ga
Tech football program is very different from Dad’s Garage, however they both pull from the same target
market. Both activates give customers the opportunity to drink while being loud and routy. The main
competitive advantage that GA Tech foot has over Dad’s Garage is that their target market is more likely to
choose this activity. Tickets are much more expensive for this, but the activities last all day and are usually
accompanied by other free activities such as tailgating and after parties. A major component of these
activities is drinking, being loud and having a good time with friends which is similar to what Dad’s
offers, but football is more universally understood and appreciated than improve theater, especially
among Dad’s target audience.
Falcons Football
Founded in 1965 by Rankin Smith, the Atlanta Falcons have been the only professional football team
in Georgia. The Falcons had won 5 division titles, most recently in 2004, ’10 and ’12 and have played in
the Superbowl in 1998. Professional football games August through February. Exact numbers for their
upcoming ticket prices are not set yet, but they have been known to start at $500 and escalate up. As the
team looks to move into their new stadium there have been reports that ticket prices will be between
$10,000 and $45,000 each. Tickets for Falcon games are the most expensive tickets in Atlanta and are
about to get even more expensive. For an NFL football team current ticket prices are not staggering, but
the announcement of raising ticket prices for the new stadium is excessive even for the NFL market. The
GA Dome holds 71,228 seats and the team has sold out 48 consecutive games from 2008 -2014.
Currently there is a new stadium under construction that the Falcons will plan to move to upon its
completion. The New Atlanta Stadium will be located on the corner of Northside Drive and Martin
Luther King Blvd, take up 1.9 million square feet of space and rise 30 stories, greatly surpassing the
current GA Dome. It is unclear as of now when the new stadium will be completed or what impact it
could have on the team. As the only professional football team in the state the Falcons do not experience
much direct competition. Fans are loyal and willing to pay to come out and support their team. The major
problem facing the Falcons right now is their plan to raise ticket prices in the near future. They are already
the most expensive event in the Atlanta area, but the sudden a major hike in ticket prices may cause fans
to reconsider spending that money. The activities of the Falcons and Dad’s Garage are vastly different, but
they offer a similar atmosphere where customers can drink, be loud and have fun with their friends and
likeminded people. The major advantage that the Falcons hold over Dad’s is that they are pulling from
the same target market, but customers are more likely to be loyal to their sports teams rather than risking
their money on a theater experience that they have never experienced before. There is also the option to
watch the Falcons play on TV which costs the customer virtually nothing and they can still experience the
same atmosphere without leaving their home.
Page 34

Non-Arts Competitors
Sporting Events
Hawks Basketball
The Hawks basketball team was founded in 1946, however the team was located in Milwaukee and St.
Lewis before settling in Atlanta in 1968. The Hawks have gained recent fame by winning 18 consecutive
games, the longest winning streak in the history of the franchise. Professional Basketball games October
through April and ticket prices start at $7 and go up to $258. These event tickets are not as expensive as
other sporting events and do offer affordable seats my many standards. Tickets can get expensive but it is
possible to find seats in most any price range. The Hawks have been playing very well this season leading
to an increase in interest and viewership in the past months. This has made them a very popular option
for customers that not have otherwise been interested. Ticket prices also vary in price making it a
possible option for most any customer’s budget. The team has been playing very well lately, but there
is still a chance that the team’ performance will not live up to fan’s standards leaving customers feeling
disappointed with their purchase. As a sporting event the activities themselves are very different between
the Hawks and Dad’s Garage, but the atmosphere offered is very similar where patrons are encouraged to
participate as well as the chance for them to drink and be loud. Lately the Hawks pose a competitive
advantage in that they are performing so well that they are attracting more attention than usual, taking
the focus off of other possible activities in the area.
Page 35

Future Competitors
The theater industry has been growing rapidly in the past few decades. Not including major and specialty
theaters such as The Fox, The Atlanta Opera and The Atlanta Ballet, small independent performing arts
theaters have been growing quickly. There are currently eleven performing arts theaters inside the Atlanta
perimeter and an additional seven just outside in the suburbs. Most of these theaters were founded be-
tween 1965 and 1985 with another major resurgence in the late 90’s to the present with the newest theater,
True Colors, being established in 2010.
Competition between these theaters is fierce as the market is starting to become over saturated and con-
sumers insist on holding on to their extra income. Part of the dilemma of why there are so many theaters
in the area is due to the interests the theaters are serving. Within the mission statements of all the theaters
in the area it is stressed that the company exists to give artists a chance to promote their work and get
stage time. The theaters in Atlanta are catering to the local artists that want to have their work produced.
This is not a bad thing, but the problem lies in that the works and the efforts of the theaters are not ap-
pealing to the consumers in the market. Sales stagnate due to low interest by consumers so the theaters are
not growing. And because there are so many artists that are competing for stage time the go to reaction
has been to branch off and make their own theater for their own work creating a large number of various
theaters in the area serving the same clientele.
The situation is very similar for impov theaters. The oldest working troupe in the area, Laughing Matters,
has been working since 1985 is still doing well, however they have not grown to having their own space in
the area, whether that be by choice or not. Whole World Theater and Dad’s Garage came into the market
about the same time, 1994 and 1995 respectfully. During that time they were the only two all improve
theaters in Atlanta. But the Basement Theater was added in 2004 and then the newest improv group, The
Village Theater, was founded in 2008. Performing arts theaters may have been growing quickly, but for
improve shows the competition has doubled in the past ten years.
Another aspect to consider is the growing film industry in Atlanta. In addition to the dozens of films and
TV shows being shot in the Atlanta area, there are currently four new sound stages and studios that are
currently under construction. Demand for talent and workers are already high in the area, but once these
major production companies get going the demand will skyrocket. The demand for talent combined with
lower cost of living will attract higher skilled workers and artists to the area potentially overshadowing the
current pool of talent.
The theater scene in Atlanta is rapidly expanding despite overwhelming support from patrons making
demand low and competition fierce. If market trends continue in this direction it will only get harder
and harder for local theaters to compete with one another and once the film industry grows bigger in the
area it will be even harder for present theaters and talent to compete for attention. If a shift in the market
trends does not occur soon producing fewer, but stronger performing art theaters it is possible that the
performing arts scene in Atlanta will be unrecognizably altered in the next ten years.
Page 36

Marketing Audit
and SWOT Analysis

Marketing Audit and SWOT Analysis
Page 38
After assessing all aspects of Dad’s Garage Theater Company, the current market environment and
marketing trends we have determined several strengths and weaknesses of the company as well as
external market opportunities and threats. These factors will be used to determine future goals and
objectives for the company to improve their marketing efforts.
Internal: Strengths
Organization’s History
Dad’s Garage has entertained the Atlanta metropolitan area for 20 years. The company performs over
350 times per year and has developed programs that serve its patrons as well as engages current cus-
tomers. The organization has won Creative Loafing magazine’s Best Theatre and Best Improv Theatre
awards since 2005. With some minor adjustments this veteran improvisational theatre
company will live for many more years to come. .
Staff
The Dad’s Garage staff dedicated to the progression and promotion of the organization. According to
current social media posts, via Instagram, Twitter, and Facebook, 80% of the major staff members are
actively promoting the company and creating a conversation around Dad’s current activities.
Board of Directors
The Dad’s Garage Board of Directors is comprised of a great variety of professionals that bring
diversity and knowledge from several disciplines. After analyzing the current financials of the
company, it was discovered that the Dad’s Garage Board contributed 15% of the organization’s total
contributed income in 2014. The company is fortunate to have financial support from its Board of
Directors. Because Board support is not a major percentage of the contributed income it shows that
the company is not financially reliant on that particular income and has procured at least 85% of
contributed income through major gifts, special events, individual giving, and governmental or
nongovernmental grants.
Budget
In analyzing the Dad’s Garage’s revenue and expenses from 2011 to 2014 it can be determined that the
organization’s budget is stable and fairly strong. In fiscal years 2011, 2013, and 2014 the organization’s
contributed income was extremely high and ultimately assisted in the strength of the budget. In 2011
Dad’s contributed income was 40% of the organization’s total revenue, however in 2013 the
contributed income was only 25% of the total revenue. As seen in the below chart the company
suffered a drop in contributed revenue which resulted in a deficit as seen in the chart.

Page 39
The average earned income of around 115 theatres, surveyed by the Theatre Communications Group
in 2013, was $4,773,160. Dad’s Garage’s budget lands on the
very low end of this average theatre spectrum in terms of size.
Product Offerings
Dad’s Garage offers a unique form of theater. The improvisation that Dad’s presents at regularly
scheduled show times have a specific quality that its target audience craves. The style of grotesque
slapstick comedy is a definitive trademark of the company that is respected by many attendees of the
regular theater performances of company. According to Yelp.com, through the survey of 111 current
and former audience members the company has an average rating of four and one half stars. The
great majority of these audience members enjoyed the experience and expressed that they would
return to a show or make it a normal outing with friends. Of those 78% of Dad’s Garage reviewers
were moderately to extremely satisfied with the experience they had with the staff while the other
22% where low satisfaction to not satisfied at all.
The company also offers an array of other programming. Some of which include, professional
development teambuilding workshops, corporate entertainment, general improvisation classes,
high school outreach program, and Dad’s Garage TV. The teambuilding workshops offered by the
company assists in the introducing improvisation strategies into the corporate work environment to
promote the “Yes, and” conversation striking the nation. This tactic has been discussed on Forbes.
com as well as the official website of the Association of Talent Development. Through the use of
improvised leadership Dad’s Garage is assisting in building a new generation of leaders by presenting
workshops that feed the improvised leadership concept. The high school outreach program brings
the art form into the community and introduces students to improvisation and creative expression.
Recent research by the Foundation Center, shown in Foundation Funding for Arts Education shows
that funding for arts education has grown faster than general arts giving from 1999 to 2003. This
is even truer from statistics between 2004 and 2011. The digital media offered by Dad’s Garage is a
great strength since according to Forbes.com millennials expect there to be some form of technology
as a component of an organization that should be simplified and easily accessible.

Connections With the Local and National Community
Locally Dad’s Garage is one of the most respected improvisation theaters in the Atlanta area. Because
of its organizational tenure many local magazines have described them as the best including, Creative
Loafing and Atlanta Theater Fans.com. Not only is the company connecting to the public by winning
awards but it is also reaching youth within local schools in an effort to introduce the culture and
tradition of improvisation to them. Along with the corporate workshop offerings Dad’s Garage is
creating a strong connectivity to a wide age range within the Atlanta area. By reaching the average age
range of 18-24 with its performances the organization is arguably reaching ages 15-45 through the
three areas of, educational outreach, shows, and corporate workshops. This is a great strength of the
company and should be focused on heavily. Because the company has a great tendency to collaborate
with improvisation and comedy stars, this gives them a connection to a larger audience. Creating a
report with fans of famous comedians and improvisers allows Dad’s Garage to gain more audience
members and boost the conversation around performances and give more notoriety to the talented
improvisers the company offers.
Internal: Weaknesses
Marketing Orientation
The target market for Dad’s Garage is predominately white males between the ages of 18-24, and
24-40. Dad’s Garage attracts individuals who have a love for vulgar, comedic entertainment. While this
is appealing to a specific audience what about the potential customers who are interested in
improvisational shows and productions with out all of the vulgar, and crude comedic references? There
is a much wider audience that can handle some crude or adult themed humor, but would be repulsed
by the level of vulgarity that Dad’s is constantly showing. In order to appeal to a wider audience base,
Dad’s Garage should consider offering shows with varying levels of adult humor so that all people who
enjoy improv would be able to participate rather than being initially turned off by the content.
Marketing Budget
In past years Dad’s Garage has put very little effort and thought into their marketing budget. Through
990 examinations it is obvious that funds are very rarely allocated or attributed for marketing
purposes. Without this basic information it is impossible to determine the extent of their marketing
efforts. This also makes it very unlikely that marketing efforts and successes are measured.
Advertising
Advertisement for Dad’s Garage was recently broadcast through their past event of BaconFest. This
event was well broadcast through Atlanta, and with the help of advertising though billboards, and
social media the event completely sold out. Although this certain event was well advertised, other
classes and opportunities at the organization are not that well advertised. Customers know that Dad’s
Garage is known for their improvisation productions, however there is not much advertisement that
takes place
Page 40

when trying to gain larger audiences for future productions. Overall Dad’s attitude towards advertising
is that it’s not needed because they are so well known in the market. However ticket sales are contrary
to that line of thinking. They are having difficulty selling out their current theater at 7 Stages and most
of their audience base is first time ticket purchasers, not returning customers. Advertising efforts could
make a huge difference in attendance numbers as demonstrated by the attendance of BaconFest. Dad’s
already has a market base in the area, they just need to remind people of what they are doing through
advertising in order to capture that interest to grow and diversify their audience.
Facilities
At the moment Dad’s Garage is located in the area of Little Five Points, at 7 Stages Theatre. Little Five
Points is a neighborhood of urban arts and culture and is often a hub for young college students and
recent grads looking for entertainment and leisure activities. Even though this may seem like an ideal
location there are several downsides.
Little Five points is where Dad’s target market gathers, but this also means that there is a lot of
competition in the vicinity. People may be in the area, but they are not necessarily choosing to go to
Dad’s Garage.
Parking is also another major issue in this area. With so many bars, restaurants, shops and theaters in
the area and very few parking lots it is very difficult and frustrating to patrons to find parking that is safe
and convenient. Most parking is paid making it an extra expense for people wishing to visit. This situa-
tion is further complicated if patron’s intend to get drunk. A major selling point of Dad’s Garage is the
alcohol offerings. This will most likely discourage people from purchasing alcohol or attending at all.
Page 41
area that have easy access to the theater are not likely to be interested in the product offerings. Residents
are typically older and have more disposable income than most of Dad’s target market and may be off
put by the vulgarity of the subject matter.
The graph shows the age of the
individuals in the downtown
area of Little Five Points.
Although there is a younger
generation who participates
in the activities of the area the
median age for those who visit,
are those individuals in their
mid-thirties. Dad’s target
market may be flocking to the
area, butmost residents of the

Page 42
Recently Dad’s Garage has made plans to relocate their organization. The company recently purchased
an old church located at 569 Ezzard St. in an area known as the Old Fourth Ward. The new space offers
12,210 square feet of space giving Dad’s Garage much more room to work with. This can be beneficial
giving the company plenty of room for growth, but as of right now they are having difficulty maxing
out their smaller theater at 7 Stages.
A new permanent space could be a great opportunity for the company but it also comes with its own
set of obstacles. One of the major issues the organization is facing implementing this new space is
securing new zoning, and switching from residential to commercial. The rezoning application is in and
the hearing is set for mid-June. Another issue would be fitting the space to their needs. As stated in a
promotional video “The space is great. We have some pretty unique needs in terms of ceiling height,
architecture, and parking.” Dad’s Garage just finished a Kickstarter campaign to raise the initial
funding to purchase the building, but no fundraising efforts were put toward these renovation needs.
The space will need seating, lighting, and a stage and will need to be brought up to theater fire and
safety regulations. In order to do this to continue their business, Dad’s Garage will likely need grants
and loans to cover the renovation. Without a definitive answer to zoning and how renovations will
be done it is unclear at this time what the future of Dad’s Garage will look like. The company will not
be holding any performances at the new location until mid 2016, until that date the performances for
productions will continue to be held at the location of 7 Stages Theatre.
Although the new location for Dad’s Garage is much needed there are also concerns, and
disadvantages that must be addressed. Majority of the individuals who come and receive entertainment
from Dad’s Garage are most likely already centrally located in the downtown area, in the area of
midtown Atlanta, with relocating to a different location comes different cliental. With this being said
the new environment for the location of Dad’s Garage will no longer be the focus of the younger
generation, it will become more targeted towards an older age group of individuals if the Dad’s Garage
loses contact with its now customers. Another main factor that has to be examined is how buying a
Church for performances will affect the cliental of the now customers, and potential customers in the
future of Dad’s Garage. The main target audience for Dad’s Garage is predominately white males in the
age range of 18-24; these partially pertain to college students. College students are completely different
from an older group of experienced individuals, meaning the level of entertainment is not the same.
When purchasing a Church were there any thoughts of potential customers, and the customers that
support now? How are customers going to feel knowing they’re coming to a Church to experience a
night of cursing, and sexually explicit entertainment? This will have a major effect customers who are
religious, as well as the community and the environment surrounding it.

Page 43
Customer Service
A past event that just recently put on by Dad’s Garage was their annual fundraising festival, BaconFest.
Although the event was a success in terms of ticket sales, there were still complaints being made about
the event itself. There were many stations open for customers to enjoy such as face painting, games,
performances and of course bacon and beer. Even though these were the main staples of the event several
complaints were made about the lack of quality of beer, food and entertainment. There was also a point
in the day where they completely ran out of bacon. Other participants complained of long lines and a
lack of organization for the event creating confusion among all the participants.
Dad’s Garage seems determined to carry on events in the way that they want to with very little thought
to the customer experience, even at an event where they are asking for donations and funds to support
them throughout the rest of the year. If this is not quickly addressed it won’t matter how much
advertising is done or how many new customers are reached. If the company gets a reputation for having
a lack of customer satisfaction it will be nearly impossible to grow their customer base.
Pricing
Average ticket prices for Dad’s Garage are about $12, but can range anywhere from $5-$20. This is a wide
price range when compared to other competitors in the market. Tickets for Whole World Improv are
generally $14-$25 dollars, but other performance companies like The Basement Theater and Village
Theater have a flat rate of about $10 per performance. This is beneficial to Dad’s in that they offer a range
of prices that are fairly competitive with other companies, but since their average ticket price is higher
than other companies this could be a deterrent to potential customers.
Product Offerings and Quality
The main product offered at Dad’s Garage is improv and comedy performances. Dad’s is consistently
ranked as one of the top things to do in Atlanta, however the overall quality of their performances can
vary greatly. Of the twenty-two performers currently in the main ensemble only a handful of them are on
stage at any given time, all of whom have different strengths and comedic timing. That of course
combined with the unpredictable nature of improv itself makes the security of knowing that you will
enjoy that performance very low. This may be a difficult gamble for people who are wary of spending
their money.
Another major offering is the improvisation classes for both adults, and youth. Although these classes
teach others with no former training how to act in a quick manner on stage, there is always more that can
be offered. Compared to other improv theater’s class offerings, Dad’s is rather sparse only offering a few
levels where other competitors such as Whole World and Village Theater offer several different levels as
well as specially workshops.

Staff Size, Capabilities, Experience and Connections
Majority of the staff members at Dad’s Garage are also the performers featured in most of the
productions for the organization. This is an advantage in not having to pay other actors when needed
for immediate performances for shows. But this is also a disadvantage when it comes to interfering
with their work. Are the administrators able to handle a full time job as well as a performance
schedule? Are they really capable of juggling these priorities or are duties being put off or forgotten
because they are too busy performing? It also calls into question their objectivity when it comes to
decision-making. Are they able to separate their performing duties from their administrative
concerns?
The individuals seen on stage have been working equally hard on their skill of art for years. Each
performer that contributes to productions at Dad’s Garage is equally qualified for designated time on
the stage of Dad’s Garage. Improvisational actors working for Dad’s Garage work hard on each
production for the amount of only $20 per performance, incredibly low compared to typical performer
compensation. The majority of improvisational actors have to maintain different full time jobs in
order to just get by in everyday life. These actors choose to do improvisational work because of their
love for the craft, however if other companies were to start offering more competitive pay it is very
likely that Dad’s would loose many of their performers.
Everyone employed at the organization has received the proper training to be a part of the family at
Dad’s Garage. All staff has received training in learning the skill of theatre improvisation. A weakness
that comes with this is the fact that all trained actors receive all of the stage time during certain
productions and performances. In doing this, it leaves no room for any new and upcoming actors
wanting to showcase their talent and skills.
Reputation Historical and Competition
The reputation that Dad’s Garage holds is the reputation of comedic improvisation, cheap reasonable
tickets, along with funny entertainment. The reputation for the audience of Dad’s Garage is
predominately white males between the ages of 18-24. With these statistics it shows that there is a
major need for more cultural diversity at Dad’s Garage. This could mean producing more shows
dealing with cultural diversity.
Page 44

External: Opportunities
Social & Cultural
Dad’s target market of 18-24 and 25-45 year olds is currently the largest demographic with an ever
growing buying power in the market. Millennials are quickly outpacing Boomers in terms of buying
power and percentage of the work force. This gives Dad’s great potential for growth by appealing to this
large and powerful group.
As shown in the above figures there is a large concentration of Dad’s target demographic in their
location. This shows that there is a large potential for growth and direct advertising will be much easier
for the company.
Economic & Political
Public art funding has increased in Atlanta by 50% According to the report of the Georgia Arts
Network, “Both houses of the Georgia General Assembly passed the final budget bill which included an
increase of $300,000 for the Georgia Council for the Arts! The Increase has brought state allocations to
the GCA up to $900,000.” This means Dad’s Garage is eligible for more granting and government
funding opening up more possibilities for the company.
Competition
Dad’s currently has few direct competitors in the local market and compared to those competitors they
are doing well as far as sales and reputation. Dad’s is well known in the market and has a good base
from which to start.
Millennials are very price conscious consumers. Having grown up in the hardest economy since the
Great Depression, they have put off major purchases like a car or house and are quick to buy a
different product if it will save them money. Fortunately for Dad’s they are offering an experience at a
very reasonable price. Compared to other products on the market, including other improv shows as well
as other activities such as concerts, shows and bars, Dad’s pricing is one of the lowest in the area. With
tickets ranging from $5-$15 for an evening of entertainment as well as cheap drinks it shouldn’t be too
hard to offer a competitive edge.
Market Characteristics
A recent study named Atlanta as having the most active group of people in the country. There are more
people per capita attending events, shows, concerts, classes and seminars than any other city in the US.
Dad’s target market is already looking at going out and doing something, so half the battle is won, and
they just need to make sure that they are what those active people choose to do.
Page 45

Page 46
Millennials value learning and unique experiences more than tangible objects. Dad’s provides not only
performances but also learning opportunities, giving patrons a chance to try something new and grow as
a person. If marketed in this way it should be very easy to convince millennials to participate.
External: Threats
Social & Cultural
As stated in the opportunities above, much of Dad’s Garage target market is living in close proximity to
their theater, making them more accessible to their customers. However a second look shows a
complication with this line of thinking. Most of the population concentration is between 25-44. While
this age range is still within Dad’s target market it is more so for their scripted shows rather than improv
shows. Customers within this age range have more disposable income, but will be looking for higher
quality performances and therefore may be harder to attract.
In order to capture this audience it would be in Dad’s best interest to focus their production efforts on
higher quality scripted shows. Improv shows can of course still be done, but offering a variety of shows will
increase and diversify the company’s audience base.
Technology
Technology is a major part of everyday life now, especially for a young audience. Not utilizing this
technology properly is a devastating problem for most brands and companies and Dad’s is no acceptation.
By not bringing their message to the Internet and engaging their audience where they want to be engaged
by marketing is a major flaw that can have tremendous consequences. There seems to be a mentality that
people will learn about the company and their products through word of mouth and other organic outlets,
but the issue is that Dad’s cannot control what those outlets say. And when potential customers do hear
about the company it is difficult to find information and the company is oddly silent.
A quick Google search of tops things to do in Atlanta will yield Dad’s Garage as a top result. This is
fantastic for marketing and publicity, but once the customer gets the website they are brought to an abrupt
halt. The website overall is clutters and difficult to navigate. Even for someone who knows where to go it
takes at least three clicks from the homepage to get the basic information on the show, much less purchase
tickets. Information is convoluted and difficult to find and even once it is the information is usually
presented in a tongue and cheek kind of humor that is difficult to perceive through text alone. This makes
it hard for the customer to decipher if the information is valid or just an elaborate joke at their expense.
Another major issue facing the website is its lack of mobile compatibility. Dad’s audience is not looking to
plan a night out at the theater days in advance, much less the usual week or month like most traditional
theaters. Dad’s audience is purchasing at the last minute. It is usually a last minute decision after grabbing
dinner or hanging out at the bar. This is not necessarily a bad thing and in fact Dad’s Garage has adapted
to that with their show times and laid back atmosphere. But the website does not reflect that buyer
behavior and can be costing the company hundreds of tickets a month. When a group of friends is out at
the bar and looking for something to do they get on their smartphones and begin looking for something

Strategic Marketing Plan for Dad's Garage Theater Company

Strategic Marketing Plan for Dad's Garage Theater Company

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