Adopt-A-Seat Program

I was on the marketing team responsible for the Florida Theatre's 2020 renovation project, sharing all responsibilities with just one other employee, our marketing director. We announced exciting updates about the new seats, the Adopt-A-Seat program, and the exclusive Centennial Club as part of the theatre's $10 million, five-year renovation plan.

Originally scheduled for summer 2021, the seat renovation was accelerated due to the pandemic and completed by Thanksgiving 2020. We worked tirelessly to promote the new seats, which were made by Irwin Seating and designed for enhanced comfort and historical accuracy, preserving the theatre's vintage 1927 design.

We highlighted safety and accessibility improvements, such as increased aisle lighting, additional handrails, and more wheelchair-accessible seating. The Adopt-A-Seat program allowed patrons to customize seats with brass plaques for $1,000 in the orchestra and loge or $500 in the balcony. Donations matched a $5 million contribution from the City of Jacksonville, and those who adopted seats by November 9, 2020, joined the Centennial Club. Members received recognition and exclusive event invitations leading up to the theatre's 100th anniversary in 2027. We were thrilled to sell over 500 seats through this program.

Our efforts also showcased the theatre's longstanding impact on Jacksonville's economy, generating jobs and substantial state and local revenue. Reflecting on the project, I'm proud of how we engaged the community and supported the theatre's mission. With the public's support, the Florida Theatre re-opened stronger than ever.

Here is some of the media coverage given to the campaign: Jacksonville's historic Florida Theatre will replace 1850 seats, Florida Theatre Installing All-New Seating, Photos: Historic Florida Theatre prepares for new seating, Florida Theatre making renovations, improving seating, Florida Theatre undergoing renovations.