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The
Levitt Pavilion for the Performing Arts in Pasadena
In 2002, Pasadena's historic 1930s
‘Gold Shell' in Memorial Park was restored to its former role
as a community centerpiece where, in its Golden Era, Pasadenans
filled the park to enjoy performances and sing-a-long nights.
Thanks to the Mortimer Levitt Foundation, the Gold Shell
was renamed “The Levitt Pavilion for the Performing Arts in
Pasadena” and a series of 34 free concerts was to be offered
to the community. Magnus had only 59 days to develop
an integrated marketing plan, build awareness, and attract locals
to the concerts. Magnus' work in those 59 days translated
to more than six million impressions and coverage in the Los
Angeles Times, the Pasadena Star-News, the San Gabriel Valley
Tribune, the Pasadena Weekly and other media outlets.
By the end of the summer, the concert series achieved an attendance
of over 10,000 locals. This year, we will conduct 50
outdoor concerts.
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