Austin Circle of Theatres gets new name, mission

Austin Circle of Theatres gets new name, mission

By Mary Tuma Wednesday, 30 September 2009

Renowned for its creative class, Austin has a reputation as an innovator in the arts. The Austin Circle of Theatres (ACoT) is the city’s longtime leader in bringing the cultural community closer together.

To accommodate demand from all sectors of the arts community, ACoT is undergoing restructuring and expansion, complete with a new name and a bigger mission.

“It’s kind of a great adventure,” executive director Latifah Taormina said. “We have a prototype organization building on our 35 years to make the next step. I find that very exciting.”

Now more aptly called The Greater Austin Creative Alliance, the nonprofit is extending its range of services (from marketing and professional development to education programs and advocacy) to encompass a larger and more diverse base of creative groups in Central Texas.

Taormina took the helm of the nonprofit in 2001. She said the changes to the organization have come in response to its active role in the CreateAustin Cultural Master Plan, an initiative commissioned by the City of Austin’s Cultural Arts Division to promote and chart the growth of cultural development over the next 10 years.

“We could be forging a pathway for other cities and other communities to have their creative voice heard and shared in a different way,” she said.

Along with other area businesses and nonprofits, ACoT became an integral part of the CreateAustin process and submitted a plan of action.

“Our community really decided we did not want this to be another report that sits on the shelf and collects dust,” Taormina said. “We have been given the blessing by all those who participated in the program to go forward with that plan.”

One of the top three recommendations from the report was a proposal for a citywide, community-based alliance. It was apparent that ACoT was already positioned to fill that role.

Representing the full spectrum of the creative industry, the new alliance will not only work with arts and culture groups, but also architectural and digital media firms, the gaming industry, graphic designers and technology companies.

“I don’t think there are many organizations out there that serve cross-sectors like this,” she said.

Formed in 1974 by a loose association of local theater companies who realized they were performing the same play at similar times, ACoT began networking to promote stronger communication. After gaining nonprofit status and serving several emerging arts groups, ACoT has forged partnerships to benefit the individuals, organizations and businesses it represents.

On Thursday, Oct. 1, the alliance kicks off Get Your Art On, a celebration in honor of National Arts and Humanities month, providing a series of citywide events including dance, film and literature.

Taormina encourages new audiences to attend Free Night of Theater 2009, a national program offering individuals free access to a broad range of performances. Since its 2005 inception, 120 cities have joined the campaign, doling out more than 75,000 tickets around the country.

“Last year, close to 60 percent of the people in Austin came back,” she said. “We had the highest rate of return for people to buy tickets.”

An initial goal for the alliance is to gain a better understanding of the city’s creative community, for future planning.

“Austin is uniquely creative,” Taormina said. “We want to do more research on this to find out why our cultural ecosystem is so well-nourished.”

Free Night of Theater performances are from Oct. 15-Nov. 1. Free tickets are available Oct. 12 on a first-come, first-served basis. Call 474-8497 or visit www.freenightoftheater.net

For more information about cultural events in Austin, visit www.nowplayingaustin.com.