Asolo Repertory Theatre
Transcend the ordinary
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 and theater lovers. Yet, the allure of Asolo Rep wasn’t living well online, leaving it in need of a theatrical marketing team.
Raising the curtain online
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.
SOLUTION
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 as the organization’s theatrical marketing team, aiding it through website copywriting, strategy, design and development.
Asolo Repertory Theatre’s website launched in September 2025, just in time to announce ticket sales for the 2025/2026 season.
Strategy
Given its coastal location, Asolo Repertory Theatre faces both direct and experiential competitors.
As such, our team needed to consider more than marketing for the entertainment industry. We surveyed theatres, museums, shopping districts and beaches — ultimately, identifying 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 the user journey, copywriters split dense text into digestible sections and leveraged imperative language. When taken as a whole, our theatrical marketing copy pushed users 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 entertainment 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 new pages for theatrical marketing in the future — without sacrificing style.
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35%
increase in active users
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47%
increase in engagement rates
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80%
increase in engaged sessions
Development
Behind the scenes, our website development team built an intuitive platform for both prospective audiences and internal teams.
Navigation:
Marketing for the entertainment industry relies on speed and intuition — so we focused on streamlining the user journey. Our developers reworked 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 entertainment website design empowered internal teams to create 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 endeavors in theatrical marketing.
“Paradigm has been an exceptional partner for Asolo Rep. Their team really took the time to understand who we are as an organization and translated that into a website that feels both contemporary and true to our mission.”
Ross Egan Managing Director