Teatro Latea
Parsons the New School of Design
Class
Managing Creative Teams
Term
Fall 2016
PROJECT OVERVIEW
Teatro Latea is a performing arts theater company is a staple to the Latin American community. It celebrates multicultural work and promotes Latino performing arts to Latinos and multicultural audiences. The theater is based in Lower Manhattan and was founded by Nelson Tamayo, Nelson Landrieu and Mateo Gomez. For this project, our goal was to discover new ways to capture a younger audience for the theater.
WHY
Teatro Latea was formed in 1982 by three veteran award winning film, television, and stage actors who were concerned with the under-recognition of Latinos as actors, writers, dramatists, and producers.
WHAT
Teatro Latea offers a mix of English and Spanish productions.
HOW
Teatro Latea attempts to offer an opportunity to various groups of performers to exhibit their talents. The venue mainly focuses on hosting plays. The theater also welcomes anyone from homeless groups and young students, to renowned dancers, actors, musicians, and artists.
OBSTACLES
Lack of advertising/engaging through social media and an outdated website make it difficult to appeal to millennials and younger generations.
The current content at Teatro Latea:
Performances are not diverse or experimental in their content.
Usage of space: The hip, nightlife location of the Lower East Side is a selling point, but it is not being taken advantage of by the theater.
Target Audience
REBRANDING
As a final result we built a new online platform for Teatro Latea that encourages local artists to come and collaborate. The website would give access to individuals to theater events and membership collective. The homepage was also designed so that every month a new artist would be selected to be featured.
View Full Project
Click here to see the full project documentation and outcome.