Clarkson University Students Study Revitalization of Schine Theater in Massena
A group of Clarkson University MBA students helped to breathe new life into the historic Schine Theater in Massena, through a revitalization project aimed at making the venue a dynamic cultural hub.
The study was conducted to identify the preferences, motivations, and attendance behaviors of potential audience members for the theater. The goal was to gather actionable insights to inform programming, pricing strategies, and marketing initiatives that will ensure the theater meets community needs and attracts diverse audiences.“
"Our main vision is to transform the theater into a vibrant cultural hub that serves not only for the performing arts but also as a space for community engagement and education,” one student, Vivi Chu, said. “Although the theater is still undergoing renovation, we see this as the ideal opportunity to start raising awareness within the community.”
The revitalization included plans for upgraded seating, improved acoustics, and expanded programming that will cater to a wide range of interests, from student performances to community-led workshops. The group also discovered strong local interest from artists and performers who lack access to suitable venues.
After the renovations are complete the theater could become a go-to space for comedians, musicians, and other performers in the area. It also would have the potential to draw audiences from surrounding regions, including Canada, as it did in the past, boosting both visibility and the local economy.
The students encourage the public to get involved by following the theater’s social media for updates, sharing event ideas, and spreading the word.
“Community involvement and feedback will be important to making the space truly reflect local interests and needs,” Chu said.
Clarkson’s Marketing Methods course gives students the opportunity to work with real companies while developing essential skills in defining research objectives, selecting appropriate methodologies, and collecting and analyzing data. The course culminates in both an oral presentation and a comprehensive written report, through which students present their findings and data-driven recommendations, providing organizations with actionable insights to support informed decision-making.
