Upgraded signage, growing diverse audience are on Marcus Center leader's agenda for 2024

Signage in a public building is no trivial matter. Just ask any newbie in a hurry trying to find the Wilson Theater at Vogel Hall in Milwaukee's Marcus Performing Arts Center.

So, as part of his continual effort to improve the user experience for audiences, CEO Kevin Giglinto is happy to promise that the Marcus will add some updated digital signage in 2024, with support from We Energies.

These steps are part of a longer term vision for digital signage improvements at the Marcus.

He also hopes to make an improvement by subtraction through the removal of the spinning kiosk in front of MPAC that advertises coming attractions.

Giglinto, a Marquette University graduate who previously worked at Washington's Kennedy Center and the Chicago Symphony Orchestra, joined the Marcus Center in June. He succeeded Kendra Whitlock Ingram, who launched the center's racial equity, diversity and inclusion effort and also took advantage of the COVID-19 shutdown period to fast-track the renovation and upgrading of Uihlein Hall.

In talking about his first months here and MPAC's coming year, Giglinto is quick to credit Ingram and describe his work as building on hers.

During the 2023-'24 season, 50% of MPAC Presents artists are from diverse backgrounds, Giglinto said, which is consistent with the institution's desire to reflect the community around it. (MPAC Presents shows are ones put on by the Marcus itself, as opposed to tenants and rentals.)

"We're not where we want to be yet" in growing the audience to see some of those productions, Giglinto said.

Marcus staff are working on a number of fronts to make connections and build rapport with local cultural leaders, community groups and churches. For example, more than 300 members of the Milwaukee chapter of The Links Inc., a Black women's service organization, are coming to see "TINA — The Tina Turner Musical" in April.

While striving to become more welcoming, the MPAC is also getting out more in the community, Giglinto said. The cast and crew party for the national tour of "To Kill a Mockingbird" in November was hosted at Sam's Place Jazz Cafe, 3338 N. King Drive. When Delfeayo Marsalis & the Uptown Jazz Orchestra visit MPAC for a Feb. 29 concert, Sam's Place will host a master class with Marsalis for young musicians, Giglinto said.

In 2024, MPAC will continue its partnership with former Green Bay Packers wide receiver Donald Driver as its cultural partner, with Driver popping up at Marcus events. And Giglinto said MPAC will soon announce a paid internship program for diverse and underserved communities.

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This article originally appeared on Milwaukee Journal Sentinel: Marcus Center plans sign upgrades, growing audience diversity in 2024