Asolo Repertory Theatre
Asolo Repertory Theatre is a treasure of Florida’s Cultural Coast. Each season, the renowned theatre dazzles the imaginations and touches the hearts of loyal patrons as well as aspiring theater lovers. Yet, the allure of Asolo Rep wasn’t living well online, leading it to consider building a new website with an agency.
Role
- Website Design
- Website Development
- Copywriting
- SEO Strategy
- Tessitura Integration
Industry
- Fine Arts
- Live Theatre
The Challenge
Asolo Rep has enriched the Sarasota arts scene for nearly 70 years. Though award-winning performances amazed in-person, the theatre’s presence struggled online. Its website structure had gradually become inconsistent, inaccessible and overwhelming for its audience, especially patrons attempting to purchase a ticket.
Internal teams were just as frustrated. The existing website’s CMS limited opportunities for updates — boxing the team into an underperforming user experience.
Asolo Rep craved a vibrant website that would enhance usability on the front and back end, while still reflecting the magic of each performance. Paradigm stepped in to aid the organization through website copywriting, strategy, design and development.
Strategy
Given its coastal location, Asolo Repertory Theatre faces both direct and experiential competitors, including theatres, museums, shopping districts and beaches. Our team surveyed all categories and ultimately identified a need for both emotion and simplicity.
In response, our strategists devised a site architecture that would balance planning with spontaneous discovery. Each page was paired with high-value, attainable keywords — extending Asolo’s reach to local and non-local audiences.
Copywriting
We knew that Asolo Rep’s website messaging needed to serve a dual purpose: captivation and clarity.
To captivate users, our website copywriting infused each page with energy, transforming plain descriptions into dynamic storytelling. We kept the spotlight on Broadway-caliber productions throughout by emphasizing quality, originality and social relevance.
To add clarity to each user journey, copywriters split dense text into digestible sections and leveraged imperative language. When taken as a whole, users feel drawn to take action — whether that’s securing seats, diving into supplemental programming or giving back to the arts.
Design
Theatre is a visual art, so our designers wanted Asolo Repertory Theatre’s website to feel just as dynamic as its stage.
Our website design blends branded colors, bold show artwork and high-resolution photography that reflects the heart of live performances. Built-in features, such as show credits and artist bios, ensure that the human side of the organization shines right alongside vital information.
Notably, we added safeguards for consistency through layout templates. This empowered Asolo Rep to easily create content in the future — without sacrificing style.
Development
Behind the scenes, our website development team built an intuitive platform for both prospective audiences and internal teams.
Navigation:
We crafted clear navigation structures with sticky menus and one-click access to key pages, such as ticketing and donations.
Content Build:
Through WordPress blocks, our developers transformed the backend into a drag-and-drop experience. This empowered internal teams to design and edit pages as effortlessly as arranging building blocks.
Ticketing:
Our team used Tessitura and TNEW integrations to enhance functionalities within event listings and ticketing processes. Notably, our developers created a one-stop purchase experience by utilizing the Tessitura API to pull times and dates into individual show pages.
Analytics:
Our developers connected Google Analytics 4 (GA4) to the new site for continuous performance monitoring, The resulting dashboards will provide real-time data and inform future content strategies.
Next
Saint Louis University School of Science and Engineering
