VGA works very closely with Rose leadership to create long-lasting relationships with our very supportive donors, keeping The Rose going strong season after season.” – Julie Walker, Managing Director, The Rose Theater

The Rose Theater


Promoting the Rose Theater’s annual performance season, national tours, special events and other endeavors


Providing comprehensive marketing and public relations services for the Rose Theater including a 2005 re-branding campaign; providing development and fundraising services for annual operating budget and capital campaigns


Managing marketing and public relations from 1991 to 2013 and continuing to provide strategic planning and fundraising services, assisting with raising $650,000 annually


VGA provided comprehensive marketing and public relations services for The Rose Theater from 1991 to 2013, including developing a year-long promotional strategy and budget in consultation with Rose Theater staff. For nearly three years, Vic Gutman served as The Rose’s interim executive director, increasing the theater’s endowment by $13 million and balancing its budget. VGA also developed the theater’s membership program, which increased participation from 480 subscriber families to 2,800 member families. Marketing support included development of promotional materials for each performance season, national tours, classes, special events and the costume shop; management of media and public relations; website content development; media sponsor recruitment and fulfillment; advertising purchase and placement; and other services as needed.

VGA continues to provide development services for The Rose, assisting with raising $650,000 annually through corporate sponsorships; foundation grants; major gifts; individual gifts; and state, county and federal government support. VGA also helps guide year-round stewardship and sponsorship fulfillment activities designed to engage and retain current supporters, while also continuously researching new funding prospects. In 2014, VGA completed a $5.6 million capital campaign to restore and weatherize the exterior of the historic theater, as well as underwrite a variety of interior improvements.