You will be redirected back to your article in seconds

Helen Hayes org expands mandate

TheaterWashington ups promo efforts in region

The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman.

Initially founded as the Washington Theater Awards Society with a primary focus on its single event each April, the nonprofit org has evolved alongside the expanding list of professional theaters in the D.C. region. Assorted marketing and education efforts, including audience development, are becoming an increasingly important part of its mandate, Grossman said.

As a result, theaterWashington has organized the Hayes activities as a separate unit and its increased staff focuses on bolstering the identity of D.C. theaters and other activities. Newcomers to the org include Manny Strauss, managing editor of the agency’s website; Alli Houseworth, director of communication and audience development; and Brad Watkins, director of theater services. Allison Dreskin has been promoted to operations manager.

More Legit

  • The Band's Visit

    Broadway Box Office: Promising Start for 'The Band's Visit'

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • Judd Apatow

    Judd Apatow on Weinstein Co. at Power of Women Luncheon: 'Shut It Down'

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • War Paint review

    Broadway Musical 'War Paint' Will Close Earlier Than Expected

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • Springsteen on Broadway opening

    'Springsteen on Broadway' Opening: Don't Clap Along With The Boss

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • SPRINGSTEEN ON BROADWAY

    Theater Review: 'Springsteen on Broadway' Is an Intimate, Living Autobiography

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • Tony Awards

    Tony Awards Set a Date for 2018 Telecast

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

  • Young Frankenstein musical review

    West End Review: 'Young Frankenstein,' The Musical

    The 27 year-old org that sponsors D.C.’s annual Helen Hayes Awards and associated functions has unveiled a new moniker and an expanded mission. Now slugged “theaterWashington,” the org will take a bolder stance in its promotion of area theaters and performers beginning with a revamped website, said CEO Linda Levy Grossman. Initially founded as the […]

More From Our Brands

Access exclusive content