MAMA CELEBRATES 15 YEARS

theatreMAMA, 
The Theatre’s Leading Experiential Marketing Company, 
Celebrates 15 Years

Ready to get back to work

New York, NY:  theatreMAMA, the theatre’s leading experiential marketing agency, and which expanded to serving the broader entertainment industry with offices in New York City and LA, is proud to celebrate 15 years of head turning campaigns today, April 9. This epic journey has led theatreMAMA to activate in over 70 markets across the US and Canada. The company has employed over 1,000 people, most of whom are aspiring actors, dancers, and performers of divergent disciplines.  TheatreMAMA is grateful to all of its clients which have included over 30 Broadway shows, 14 Cirque du Soleil tours, Madison Square Garden’s Christmas Spectacular starring the Radio City Rockettes, The NY Knicks, The NY Rangers, TV Networks like NBC, TNT, TruTV, and Fox, and beverage companies Hennessy Black, Bombay Sapphire, Champagne Nicolas Feuillatte, and Villa Maria Wines.  

Co-Founder Michelin Hall said, “While things are on pause right now for many of our projects, due to the horrible COVID-19 crisis, we are using the time developing new grassroots outreach programs, building communities, reconnecting with our vast MAMA Alumni network, and creating programs to support our staff as they stay safe at home.  When the time comes to again turn on the lights at our theatres and venues across the country, we will be ready to provide support and help return our industry to its previous splendor and strength.”

Of the company’s origins, Co-Founder Timothy Wooster notes, “Michelin and I have run this company for 15 years, but it seems like yesterday we were pacing around our tiny, fourth floor, walk-up apartment in Hell’s Kitchen, trying to come up with a good name for the company.  We wanted the name to immediately communicate that we would treat our clients, staff and partners as family. We wanted to create a culture that would let everyone know immediately that we are about respect, honesty, performance, and long-term relationships. From this came the name theatreMAMA, and a decade a half of successes.”

In lieu of being able to host a giant public soiree, Michelin and Timothy are hosting a cocktail toast and all our MAMA’s are “Skyping In” dressed to the nines in our most formal attire to celebrate MAMA’s big day. Congratulations to us.

Michelin and Timothy added, “We have been so very lucky and are so proud to be part of this amazingly vibrant industry. Thank you to all of our current and previous clients, employees, vendors, and community networks that have helped to make these past 15 years so successful! We cannot wait to see what the future holds.  We are here, stronger than ever, and raring to get back to work.”

About theatreMAMAtheatreMAMA is a living media agency for the entertainment industry, with offices in New York City and Los Angeles, CA. We have had the good fortune of creating experiential campaigns and stunts in over 70 different markets across the US, but are perhaps best known for being the #1 company for  New York Street Teams. Since 2005, theatreMAMA has led creative campaigns for over 30 Broadway shows, Cirque du Soleil's tented, resident, and arena shows, as well as MSG Entertainment's Christmas, Spring and Summer Spectaculars. We have produced publicity stunts for a number of TV networks including NBC, TNT, TruTV, and FOX and we are the first marketing/advertising agency in the world to become 100% Replanted. (For every 1000 pieces of printed collateral distributed, theatreMAMA plants a tree.)

Sugar, Butter, Farewell! As Waitress Takes Its Final Bow on Broadway, theatreMAMA Closes Up Shop On This Promotion

Combine equal parts theatreMAMA and Waitress the Musical, add one brilliant soundtrack(by the incredibly talented Sara Bareilles), sprinkle with sweet-as-pie Ambassadors, top it all off with an EPIC pie hat...and you’ve got a recipe that’s baked to perfection! Waitress is near and dear to our hearts, especially since we’ve been in partnership with the musical since the very beginning! We started this promotion at the Brooks Atkinson box office over three years ago when Waitress opened on Broadway and have enjoyed every sugar-filled second of promoting this wonderful show!

Waitress the Musical has taught us that “Everything Changes,” so even though we’ll be hanging up our aprons and putting away our pie hats, marketing this special show will remain in our hearts forever. theatreMAMA is grateful for every second we spent working with Waitress and what better way to show how much this musical matters to us than in the form of a love letter?

Dear Waitress,

Thank you for all the beautiful, magical, pie-filled memories! From launching our Waitress street team in Times Square on Day 1,

To handing out delicious Pies-In-A-Jar at the Box Office when you opened,

To catching the attention of patrons in Times Square with our FABULOUS pie hats and custom designed costumes,

To pushing day of sales by interacting with Broadway-lovers waiting in line at TKTS,

To surprising those same TKTS patrons with a free Pie,

To the millions of people who couldn’t help but sing the soundtrack along with us (Did you know over 330,000 people come through Times Square every day?! That’s 50 million visitors annually, who all got a chance to see our amazing team!),

To the seeing-impaired 12 year-old Waitress super-fan who cried tears of joy when she got to feel one of our Ambassador’s pie hats before heading to the matinee, (there’s no picture of this unforgettable memory, but it will live in our hearts forever!)

To all the lives changed, made better, and made sweeter because of this incredible show!

We love you, Waitress!! This has been one extraordinary (and delicious!) journey that will remain baked in our hearts forever!

Love,

MAMA

 Related Links:

Waitress the Musical on Broadway Street Team with theatreMAMA

theatreMAMA's Candy Cane Greeters at Radio City

Radio City Christmas Spectacular Street Team Brand Ambassadors

theatreMAMA’s Year In Review 2019

theatreMAMA Takes A Walk Down Memory Lane Through 2019!

The start of a new year means saying goodbye and saying hello! It’s the lyrics to a Beatles song and also the perfect time to reflect on all the wonderful memories that have formed the beautifully intricate mosaic of this past year. theatreMAMA has had an exciting, adventure-filled year full of wonderful experiences and so much joy! So, on the final day of 2019, we are saying goodbye, hello, and THANK YOU! Our hearts are overflowing with gratitude for every amazing opportunity we’ve encountered during this epic year!

Throughout 2019, theatreMAMA was lucky enough to be BUSY! And I’m not just talking everyday, “hustle and bustle” kind of busy, I’m talking events in 10 different states and all across Canada kind of busy! During this year, we reached thousands of patrons through our creative, experiential marketing campaigns, handed out over a million pieces of various promotional collateral , staged numerous activations, launched multiple new promotions, and used our theatrical marketing skills to bring the incredible shows, brands, and companies we’ve partnered with to LIFE!! 

So what exactly did we do in 2019? Presenting (Insert celebratory drum roll here!!!)

A Year In The Life Of theatreMAMA: 2019 Edition

This year we…

 Brought our Killer Fosse moves to Times Square promoting Chicago the Musical

Looked sweet as pie serving up discounts for Waitress the Musical!

Felt ALL THAT JAZZ and more when we did a  special NYC activation for the premiere of the Emmy Award-Winning show Fosse/Verdon on FX!

Explored NYC as Pip’s Island Adventurers! We were delighted to tap into our playful side when we started promoting Pip’s Island this year!  Pip’s Island is a live experiential theatre show for kids-what better way to promote experiential theatre than with experiential marketing?

Brought a little Havana to Times Square when we promoted the delicious restaurant Havana Central!

Got in touch with our sporty side and cheered on the NY KNICKS by shooting patrons great discounts for the games!

Traveled on down to Ranger town, rockin’ those rad Rangers threads and giving patrons 20% off discounts to see their favorite hockey team!

Then, spring arrived and we decided to get out of Times Square and run away to the Circus...Cirque du Soleil that is! While our fabulous NYC teams were killing it in TSQ, we provided special activations for many of Cirque du Soleil’s shows all across North America!

theatreMAMA created a team of Fish Dancers and Fiesta Ambassadors for Cirque du Soleil LUZIA ! We began this year’s LUZIA adventures in Orlando, FL and eventually made our way up the coast to NYC! The NY LUZIA events took place all over the NY Metro Area and our Fiesta Fishies even got to play house at an IKEA in Brooklyn! After that, our LUZIA team swam over to Connecticut to promote the show during its run there!

Then, our Fishie Dancers swam across the continent for events in Canada! We started at the Calgary Stampede and then made our way over to Vancouver where we got to take part in Pride Week-one of the biggest LGBTQ+ events worldwide!

But our circus fun didn’t stop with LUZIA...we produced special activations for Cirque du Soleil VOLTA in Washington D.C., for OVO in Fort Worth, TX and for Amaluna in Los Angeles and Costa Mesa, California.

theatreMAMA has been honored to partner with Cirque du Soleil for many years now! We have so much fun bringing the essence of each unique show to life and this year, we took that one step further! We brought the VIP Experiences to life! Ever wonder what the human embodiment of the smooth, elegant cognac that is Hennessy Black looks like? Well look no further! theatreMAMA created the Hennessy Black Ravens! The Ravens were a part of the Hennessy Black VIP experience tent for many Cirque du Soleil shows throughout 2019, with campaigns in NYC, Washington D.C., Atlanta, GA, Chicago,  and Miami, FL. Our Hennessy Black Ravens elevated the VIP experience at Cirque du Soleil through offering a one-of-a-kind sampling program of craft cocktails while educating guests about the cognac.

But why stop at cognac? Cirque du Soleil’s other corporate sponsors include Villa Maria Winery and Champagne Nicolas Feuillatte. How do you bring New Zealand Wine and French bubbly to life? We figured that one out too!

We’ve had the best time working with all three of these enticing beverage companies in partnership with Cirque du Soleil and can’t wait to create more intriguing ways to combine the enchantment of Cirque with the elegance of these libations.

While  all of these campaigns were happening simultaneously with our regular NYC Street Teams, we also got the opportunity to put on one-day only events! We were thrilled to promote the glorious opening day of the Metropolitan Opera House 2019-2020 season and had a blast introducing Cleo, a widely popular (and sassy) financial app in the UK, to NYC with a scavenger hunt!

You’d think everything we’ve talked about so far would be plenty to fill a year, but not at theatreMAMA! As fall brought crisp air and pumpkin spice lattes  to NYC, we got ready to spread holiday cheer! We brought our SPECTACULAR Toy Soldier Street Team (back for its fifth year!) to promote the Christmas Spectacular Starring the Radio City Rockettes AND partnered with Radio City to launch a brand new initiative-the Candy Cane Greeters!  The Candy Cane Greeters look like they’ve just stepped off the Polar Express and were a source of information( and holiday magic!) for guests attending the Christmas Spectacular!

And since our Cirque fun is never done, we created a festive new  gift wrapping activation in San Francisco to promote Cirque du Soleil Amaluna! What happens when Santa’s elves run away to join the circus? This awesome activation!!

It wouldn’t be theatreMAMA if we didn’t end the year with a bang! We are producing four New Year’s Eve events in three different states! In partnership with Champagne Nicolas Feuillatte, we will be ringing in the New Year with this fabulous bubbly, Champagne dresses, contortionists, and jugglers galore! What a way to ring in the New Year!

We’ve enjoyed every second of this wonderful, busy, creative, AWESOME year! Cheers to a new decade, new adventures, and to 2020! We are truly grateful for every person we’ve worked with, every experience we’ve had, and all the memories we’ve made! So now all that’s left to say is-THANK YOU!!!

Related Links:

Chicago The Musical Dance Mob NYC Best Street Team

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Follow us on Facebook!

Hate wrapping gifts? Love Cirque du Soleil? You're in Luck!

theatreMAMA creates a cheerful Cirque du Soleil Gift Wrapping Experience, a new experiential marketing campaign in malls across the San Francisco Bay Area.

I feel it in my fingers, I feel it in my toes. Cirque is all around me, and so the feeling grows! Ok, so the real lyrics sing “Christmas is all around me” but this is a special circumstance. Cirque du Soleil Amaluna is coming to San Francisco and Sacramento and accompanying them is theatreMAMA’s Amaluna pop-up Gift Wrapping Experience!  This new experiential marketing campaign from the world of theatreMAMA, has a special gift for everyone this holiday season. Ever wonder what would happen if Santa’s Elves ran away to join the circus? Well, wonder no more! You can catch our merry, circus-loving Elves all over the San Francisco Bay Area providing complimentary gift wrapping services and TONS of holiday fun! 

Gift wrapping may be commonplace throughout the holiday season,  but you’ve never experienced anything quite like this! Our playful Elves are  joined by Amaluna-inspired Clowns that entertain crowds with tricks, endless laughs, and silly shenanigans! Along with their mischievous antics, you can catch the joyful Clowns showing off their skills in slapstick, acrobatics, juggling, miming, and sometimes even riding a unicycle! Patrons will have the opportunity to interact with our performers, get their gifts wrapped for free in custom Cirque inspired wrapping paper, win tickets at our many ticket giveaways, and take photos at our photo booth station to share on all their social media outlets.  (#Cirque #Amaluna) 

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We’ve partnered with ALL the “Gucci Malls” in the Bay Area to give you a chance to hop into the experience, no matter where you may live.  Stop by for some holiday fun and joy, and skip out on having to wrap your own gifts! Here’s our current schedule:

AMALUNA Gift Wrapping Experience Schedule of Appearances: 

11/29 Black Friday at the Westfield Mall 10-1pm

11/29 Black Friday at Santana Row 3-7pm

11/30 Hillsdale Shopping Center 1-4pm

12/1 Arden Fair 12-5pm

12/5 Broadway Plaza Walnut Creek, Festival of Lights Parade 5-9pm

12//6 Broadway Plaza Walnut Creek 1-4pm

12/7 The Village at Corte Madera 1-4pm

12/8 Arden Fair 12-5pm

12/14 Vintage Faire 12-5pm

12/15 Vintage Faire 12-5pm

It’s been our  pleasure to work in partnership with Cirque du Soleil throughout the years and creating this unique event has come straight from the heart of theatreMAMA. What an incredible joy to combine our love for Cirque with our passion for creating holiday cheer!  Stay tuned for some behind the scenes looks into the making of our Amaluna gift wrapping experience!

Cirque du Soleil Amaluna will be in San Francisco, Under the Big Top at Oracle Park from Now until  January 12, 2020. Click here to purchase tickets starting at $54! 

Related Links:

Upgrade to the VIP Experience

SF Who Is Freda Salvador

Luzia by Cirque du Soleil