CORONADO THEATRE

Rockford, IL

A STRATEGIC PLANNING PROCESS

The Coronado Theatre (1927) is a 2,400-seat atmospheric theatre that is owned by the City of Rockford. The Friends of the Coronado is a not-for-profit community organization formed to raise funds for the restoration and maintenance of the Coronado. To date, the Friends have raised and invested over $17 million into the building. Management of the building is to be administered by the MetroCentre Authority.

Janis Barlow and Dulcie Gilmore were hired to undertake a strategic planning process for all three bodies involved in the project. Defining the relationships between each body was considered essential to the smooth transition from rehabilitation to operation. A strategic plan was developed and negotiations on a partnership arrangement were undertaken.

The Coronado reopened in January, 2001.

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