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

  • Stagecraft podcast John Leguizamo

    Stagecraft Podcast: John Leguizamo Says He's a 'True Ghetto Nerd'

    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 […]

  • The Go-Go's

    Go-Go's Musical 'Head Over Heels,' Produced by Gwyneth Paltrow, Targets Broadway for 2018-19

    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 […]

  • Farinelli and the King Broadway

    Broadway Box Office: 'Farinelli and the King' Makes Royal Debut

    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 […]

  • Downtown Race Riot review

    Off Broadway Review: Chloë Sevigny in 'Downtown Race Riot'

    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 […]

  • Goats review

    London Theater Review: 'Goats'

    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 […]

  • Describe the Night review

    Off Broadway Review: Rajiv Joseph's 'Describe the Night'

    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 […]

  • Stagecraft podcast Julie Taymor David Henry

    Stagecraft Podcast: Julie Taymor, David Henry Hwang Talk 'M. Butterfly' and Gender in 2017

    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