In 2009 the New York City Center entered a strategic planning process for 2011-2016 with the hopes of creating a map for their financial, artistic, and organizational future. WolfBrown and David Brown Capital were brought on to assist with this process. By aligning the desires of both board members and staff, the result was a collective mission and clear direction for the entire organization.

During this process, WolfBrown conducted 33 stakeholder interviews with leaders and peers of the organization. In combination David Brown Capital developed an online survey which was distributed to 40,000 individuals on City Center’s mailing list.

An analysis of the interviews and surveys highlighted key issues to be addressed in the creation of the new strategic plan. Expanding programming at the City Center was highlighted as the most effective way of building awareness and a distinct identity. By expanding their programming they hope to not only strengthen their mission, but their partnerships with other organizations and their commitment to building new audiences as well. The plan provides a guideline for programming, pricing, educational and communication strategies.