A local theater has changed its name to better suit its identity and mission.
Last week, the Orlando Repertory Theatre officially changed its name to the Orlando Family Stage. The move comes several months after the organization’s board of directors approved the name change unanimously.
Founded in 1926, the theater is the seventh iteration of the original theatre company and has operated for the past two decades as Florida’s only professional theatre for young audiences.
According to board chair Adam Scheinberg, the organization was looking for a more “identifying name” similar to organization’s like the Orlando Museum of Art, Orlando Science Center, and Orlando Ballet, whose names “tell you more or less what they do.”
“We seized on the opportunity to have a correct and clear name, a refreshed brand, and a name that ties us to the arts and brings attention to our niche programming, serving family audiences,” said Scheinberg.
The new name and brand were unveiled last week during a morning ceremony with community leaders and Mayors Buddy Dyer and Jerry L. Demings. Both mayors proclaimed June 15, 2023 as Orlando Family Stage Day.
The board-led naming committee was chaired by Laureen Martinez of the Orlando Economic Partnership. The new brand identity was created by Orlando Family Stage Creative Director Ashley Wilsey.
For more information on the brand or its upcoming shows, visit the Orlando Family Stage website.