Audience Development from Frank Guzman

In my own experience, the rhetoric about Latinos often centers on negative stories concerning institutionalized racism, the need for better education and more opportunities. At OSF, the discussion about internal, company diversity is ongoing but my work within the Audience Development department has a decidedly positive spin to it. The work that we do is intended to show new audiences of color the value of the plays that OSF puts on. It doesn’t end there; we at Audience Development also contribute to scholarship funds for people of color and we are dedicated sponsors of community events with a cultural focus. The difference that I appreciate is the sense that we are not fighting a losing battle. Yes, we are facing an interesting challenge by marketing to groups that are not historically proven supporters of the Oregon Shakespeare Festival but by doing so we are embracing the need to change the perception of American communities. Oregon is not homogenous and as demographics continue to shift the need for a more diverse marketing strategy will persist. OSF productions offer a community building block, a shared point of interest for people with wildly different backgrounds, and I am happy that I get to be a part of the team that makes that possible.