SCHENECTADY -- Proctors and its associated artistic facets -- including Capital Repertory Theatre, Universal Preservation Hall, the School of the Performing Arts at Proctors, Marquee Power and Open Stage Media -- have been brought together under a unified brand: Proctors Collaborative.
“Proctors Collaborative asserts the regional pursuit of our mission beyond a very specific physical space now associated with Proctors in downtown Schenectady,” said Jim Murphy, Proctors director of marketing and corporate relations, in a prepared statement. “It better distinguishes our broad and deep purpose from the activity most often identified with Proctors — touring Broadway — and allows our regional partners like the REP and UPH to maintain their own identity.
"In establishing an umbrella brand, we recognize that the sum of these is greater than the individual assets.”
The concept of Proctors Collaborative was developed in concert with key staff members and the Proctors board of directors, in acknowledgement of the venues’ collective status as the premier economic development, education and entertainment anchor of the region.
“Sharing resources and information, trading thoughts and ideas, is the way forward,” said Proctors CEO Philip Morris, in a prepared statement. “Proctors Collaborative simply puts a name on what we’ve already been doing, which is bringing the arts together on a regional scale.”