Tampa Theatre: Using a Strong Past to Strategize for a Successful Future

John Bell was the CEO of Tampa Theatre. Set in early 2020, the case describes a nonprofit organization enjoying unprecedented growth in its 95-year history but also facing some complicated decisions that could impact opportunities for future growth. Recent residential construction in downtown Tampa had allowed many people to live within walking distance of the theater. Revenue and attendance were at historically high levels. In response, the CEO decided to initiate the first physical expansion of the theater’s footprint. An adjacent property owned by the theater was being rented out to a flower shop. The theater was ready to take back the space to expand its operations. Donors were prepared to fund the theater expansion, but details about what to build remained unclear. The case focuses on how the board and CEO should consider this strategic expansion decision through industry information and details about Tampa Theatre’s financial and operating conditions.