Austin, Texas


In order to identify opportunities for new and improved outdoor programming, event spaces and connectivity to the greater community, the Joe R. and Teresa Long Center for the Performing Arts began an Exterior Places Master Plan in 2014. ETM was brought on to the Master Plan team in 2015 to provide input into maintenance needs, programming and revenue opportunities, and implementation of the plan.


Based on the proposed Master Plan, ETM developed maintenance tasks and an estimated operations and maintenance budget for the outdoor spaces at the Long Center. ETM also researched several performing arts centers and outdoor venues for ideas for programming and operations for the Long Center’s outdoor spaces.


ETM worked closely with the client to develop an estimated annual revenue projection for the Long Center following the completion of Master Plan improvements. Revenue projections were developed for each of the zones of the plan. ETM also examined naming right opportunities for various spaces at the Long Center. Based on the revenue projection, ETM created estimated revenue models for each of the potential construction phasing scenarios. The models will be used, along with additional feedback on the benefits and drawbacks of each scenario, to determine how the Long Center will implement the recommendations of the Master Plan.