Tom Gabbard, President & CEO, Blumenthal Arts
In an interview with Invest:, Tom Gabbard, president and CEO of Blumenthal Arts, highlighted the strategic expansion of Charlotte’s cultural footprint. He detailed the impact of opening Bloom Studios, the push for accessible and international programming, and innovative strategies to build community and convert visitors into lifelong supporters. When asked to reflect on the most impactful trends, Gabbard identified the opening of their new facility as a cornerstone achievement.
Can you reflect on the past year and a half and identify the two or three most impactful trends in the arts, immersive programming, community reach, and infrastructure?
Clearly, a significant event for us this past year was opening Bloom Studios. This created a space to pursue innovative immersive programming, new to Charlotte, where we’re a national leader, and to activate the Iron District. This development is transformative for Charlotte, reimagining the former Charlotte Pipe and Foundry site. Introducing people to the Iron District has been exciting. The site’s proximity to Uptown surprises visitors who realize they’ve driven by daily without noticing. They love the convenience. We’re thrilled about our new facility and this new chapter for Charlotte, developing a substantial 55-acre district. With Charlotte Pipe and Foundry, now led by Trammell Crow as master developer, envisioning a high-density development, we’re excited to be the first and currently only tenant, shaping the look and feel of this emerging district.
Could you share with us any additional milestones or benchmarks of success—such as your growth, number of visitors this past year, or anything else you’d like to highlight?
Some visitor numbers need follow-up to ensure accuracy. We continue to bring the best of Broadway to Charlotte, hosting Hamilton’s return last year. No city in the country showcases more touring Broadway than Charlotte, offering Broadway fans unmatched options. This remains true, but we’ve diversified our programming, emphasizing international offerings. This is vital for the community and business sector. As Charlotte attracts international companies for headquarters or regional offices, it’s crucial to show we’re a welcoming city where employees feel at home. Our international programming, especially through the Charlotte International Arts Festival, tangibly demonstrates this. This programming keeps expanding. Each time we identify a new partner or niche, we find ways to collaborate, hosting them in our facilities or adjacent properties. This growth strengthens our role in making Charlotte a vibrant, inclusive destination.
Could you share how you are tailoring your services to convert first-time visitors into repeat supporters of your organization?
The visibility of our work is critical as people move to Charlotte without jobs, making a lifestyle choice. When comparing cities, arts, culture, and entertainment are key factors in their evaluation. Our extensive advertising and awareness efforts are vital. Beyond performances, we focus on community activities to connect people. Our Club Bloom young professionals’ program, a social networking group, includes show attendance to help newcomers meet others with shared interests, especially in the arts, which can be daunting. We emphasize communal activities at Bloom Studios, where much of the space is free and open to the public. Visitors enjoy free games, activities, and a cool space to hang out. People take advantage of this, often lingering 60 to 90 minutes after ticketed programs. At its core, this reflects an innate need to connect with others, get off screens, and engage in person with those who share an interest in the arts.
How are you offering support to those who are not able to purchase a Broadway ticket and integrating into underserved communities?
A significant aspect of our growth involves expanding into outlying communities. When Blumenthal opened in 1992, it was a center-city organization focused on activating Uptown. Now, with Uptown vibrant, we aim to maintain that energy but also push beyond Mecklenburg County with activities – especially free, outdoor ones. Much of our growth centers on experiences outside traditional theater settings. We’re connecting with people seeking creative experiences without being confined to a theater seat for two hours. Outdoor settings where people can move freely provide the creative experiences they desire. Proximity is key, as traveling to Uptown can be a barrier for some, especially families with children. Organizing a family outing can be challenging, so offering programs in nearby parks or community centers makes participation more accessible and beneficial, bringing creative experiences closer to home.
Could you share what lessons you have learned about what works, what doesn’t, and how this is playing a bigger role within your programming?
Our strategy focuses on reaching new audiences, welcoming back existing ones, but prioritizing growth by engaging those not yet part of our community. We’ve seen significant growth in corporate team-building activities, addressing a need in the business community where in-office time is reduced, and fun, collective experiences are less frequent. Small business units and larger companies respond strongly, using our space for activities or rentals. We’re proud to meet this legitimate need. Additionally, we’ve forged new connections with the creative community, including visual artists and those interested in technology and multimedia. Initially, I expected these connections to develop gradually, but with the right equipment, we discovered Charlotte’s wealth of people interested in technology and the arts. Our space now serves as a hub where these individuals can connect with others who share their passions, fostering a vibrant, creative community.
How are you sustaining both financially and environmentally, and what’s your strategy to continue to be profitable?
Our work is a business, and we must always remember that for sustainability. Our mantra at Bloom Studios—nimble, scrappy, highly creative—helps manage costs and fuels creativity. Sometimes, too large a budget hinders creativity, so we embrace this approach. We’ve been fortunate to have community members make charitable gifts. For instance, last fall, we hosted a VR experience called Space Explorers: The Infinite, with imagery from the International Space Station, allowing visitors to wander and learn as if onboard. When we discovered space in the sixth-grade curriculum, local donors generously raised about $150,000, enabling us to invite every sixth-grade student in CMS to experience the show as our guest. We’re fortunate that local donors recognize the transformative impact of these experiences, supporting our mission to deliver innovative, accessible programming.
How are you building connections with local, national, and even international artists to continue expanding the cultural landscape of Charlotte?
We’re proud of blending local and international elements in our projects. For instance, we collaborated with Australian artist Amanda Pear on her giant inflatable pieces, like rabbits, pairing them with soundscapes composed by a local artist. She now licenses this work globally. We’ve also built strong international relationships, with artists choosing Charlotte to launch their North American shows. We’re thrilled to be seen as thought leaders and key partners, helping shows from London, Montreal, and beyond successfully tour the U.S. This creates networking opportunities for local artists, connecting them with global creatives to build professional networks. For many local creatives, success means earning here and elsewhere. By facilitating these connections through international projects, we help their work be celebrated and compensated globally, which is a win for us. These projects brought to Charlotte provide vital networking opportunities.
What makes the city—especially Center City District and the uptown area—stand out compared to other metros like Nashville, Raleigh, or other national cultural scenes?
As a Californian who moved to Charlotte 22 years ago, I believe Charlotte is a uniquely welcoming city with one condition: you must be ready to get involved. If people engage, especially through volunteer service, Charlotte is accessible. I’ve lived in cities where legacy families dominated, making connection difficult if you weren’t part of them. In Charlotte, the only requirement is a willingness to participate. However, if people sit back, fold their arms, and expect to be impressed, the city may not feel as welcoming. We take pride in embracing those eager to get involved, particularly in service, ensuring they feel welcomed and valued in our community.
Looking ahead, what will be your top priorities over the next two to three years, and how do you plan to sustain and grow Blumenthal Studios during that time?
We prioritize innovation not only in our products and business practices, but also in listening closely to the public. As both thought leaders and reflectors of public interest, we avoid planning too far ahead to stay responsive to current trends and consumer desires. This is especially crucial in Charlotte, with its young, curious demographic. We focus on understanding what consumers want and finding new ways to experience creativity. Our goal is to enable people to engage with creativity on their own terms, ensuring our offerings remain relevant and exciting.
How are you measuring these efforts, and in what ways are you gathering input from visitors and residents?
We conduct extensive surveying with ticket buyers, sending electronic surveys often before a show ends, covering both the performance and the venue. We stay in close contact with our audience, taking their feedback seriously to evaluate our performance. Metrics like the net promoter score are closely monitored for both shows and venues. With years of data, we have robust comparative insights to assess how experiences compare favorably or unfavorably to others, ensuring we continuously improve based on audience input.
