Torpedo Factory Artist Association

Business Planning and Communications

Kaptivate developed a comprehensive business plan and communications strategy, in collaboration with an artist community, that could substantiate the Torpedo Factory Artists Association's (TFAA) ability to manage the iconic Torpedo Factory.

The business planning and communications effort was an extraordinarily complex initiative undertaken in the midst of institutional crisis. The array of stakeholders, including the center ‘s 600,000 visitors, involved in this historic art center made for a challenging exercise in an extremely limited time span. The end-to-end business planning and communications process included the following activity:

• Developed the communications strategy (including talking points and briefing books) for releasing the business plan to the public and advocating for artist control of the center
• Organized, conducted consumer research, and co-authored an economic impact study establishing the Torpedo Factory as a centerpiece asset for the City of Alexandria
• Launched multimedia and multichannel communications campaign including an extensive local and national public relations campaign

Public Relations Strategy

Building support for your vision often means managing public opinion. Kaptivate developed a communications plan for the TFAA that incorporated political advocacy,  grassroots outreach, and earned media.

Economic Impact Analysis

The methodology designed to measure the impact of the Torpedo Factory Art Center on the City of Alexandria’s economy consisted of (1) a survey of visitors to the Art Center and (2) an analysis of survey results and secondary documents relating to the Torpedo Factory and the Alexandria visitors industry.

Strategic Planning

Kaptivate collaborated with the over 180 businesses that form the Torpedo Factory Artists Association to develop a business plan that proposed a road map for bolstering the long-term financial health of the iconic art center through new products and services, a capital campaign in partnership with the City, and a commitment for assessing progress through a series of national and local benchmarks.

Economic Impact Study

Kaptivate launched a study assessing the art center's economic impact on the City of Alexandria, Virginia. Kaptivate successfully made the case for the Torpedo Factory's unique economic contribution. In a two month data collection exercise, Kaptivate conducted interviews with hundreds of Torpedo Factory visitors to assess whether they represented "new money"--money derived from non-City residents; what attracted them to the City; and where their money was spent outside the Torpedo Factory. The study bolstered the art center 's case as a major economic engine for the City and a peerless catalyst of economic activity. With a direct contribution of $35.2 million, and a multiplier effect of $47 million (using U.S. Bureau of Economic Analysis RIMS II model), the TFAA now had a compelling argument for stakeholder support of the art center. After coverage of the research findings by the Washington Post and local Alexandria newspapers, the dynamic of the city-wide debate changed and public opinion momentum shifted.