Actors Theatre of Louisville Upgrades Façade and Signage to Boost Presence

by Jacob Coakley

A rendering of new facade work at Actors Theatre of Louisville. Design & Concept by MPerfect
A rendering of new facade work at Actors Theatre of Louisville. Design & Concept by MPerfect
Actors Theatre of Louisville recently upgraded their façade in a bid to boost their physical marketing. They’re hoping to reach out to downtown workers who may not be aware of the theatre, as well as the estimated 1 million visitors who will be visiting the neighborhood and using the parking garage once the KFC Yum! Center—a sports arena—is open just around the block.

Actors Theatre of Louisville Unveils New Look Façade in Downtown Louisville
Latest building improvements aim to attract new audiences

Louisville, KY– Actors Theatre of Louisville’s Managing Director Jennifer Bielstein today unveiled new banner and façade work recently completed at its location on Main and Third Streets in downtown Louisville. The improvements to Actors Theatre’s buildings include the installation of 14, 17-foot double-sided banners, new paint and lettering.

The project was funded through a challenge grant awarded by Yum! Brands and sponsorship provided by JPMorgan Chase. Concept and design for the banners, which depict Actors Theatre’s name and striking images from main stage productions, was by Matt Dobson at Louisville-based design firm MPerfect. Ten banners flank the exterior of Actors Theatre’s property at 316 West Main Street, four additional banners adorn the adjoining parking garage on Third Street between Main and Market.

“Thanks to the generosity of key business partners Yum! Brands and JPMorgan Chase, Actors Theatre has been able to invest in exciting improvements to its façade and bring its newest strategy in attracting new audiences to fruition. We hope Actors Theatre will benefit greatly from having increased presence on Main Street, where there was none before, and that the banners catch the attention of the more than 68,000 people who work downtown every day, as well as the estimated 1 million visitors we hope to welcome to these blocks as the KFC Yum! Center is in full operation. If we can attract just 1% of these people to the theatre that could yield more than $300,000 in increased ticket sales“,states Managing Director, Jennifer Bielstein. “Actors Theatre is continually challenged to meet ambitious fundraising efforts in order to support its operating needs and we are thrilled that we were able to garner the support from local businesses who understand that partnerships between non-profits and businesses play a key role in making Louisville the best it can be.”

Jonathan Blum, Senior Vice President, Chief Public Affairs Officer of Yum! Brands said, “Actors Theater is nationally renowned and we're lucky to have it in the community. YUM! is proud to be a long-standing sponsor of Actors, among other arts groups, because having a vibrant arts community helps us with retention and recruiting of employees to Louisville.”

Paul Costel,President of Chase in Kentucky and Southern Indiana said, “Actors Theatre and other arts organizations help to make Louisville a great place to live, work and do business. Chase’s investment in Actors’ façade improvements will help raise awareness of Actors Theatre on Main Street. Chase has a long history of supporting arts organizations throughout Kentucky because we realize the value arts bring to our citizens and our community.”

Throughout Actors Theatre’s history it has been a committed leader in downtown revitalization and was a pioneer in locating on Main Street in the historic bank building from the Illinois Central Station at Seventh and the River 39 years ago. Actors Theatre currently serves almost 200,000 people in this region. This latest project of building awareness of Actors Theatre to downtown workers and visitors is a continuation of its commitment to the attraction and retention of theatre audiences, with an eye to expanding its impact and improving the quality of life in the community.

Additional investment from the Gheens Foundationhas been allocated for improvements to the Actors Parking garage. Upgrades to signage and cosmetic improvements to the elevators and stairwells are being carried out.

For more info about Actors Theatre of Louisville, please visit