The Challenge

The challenge was to retool the site to encourage more community engagement. First, our team conducted a site analysis, led by founder and USC/Engine29 instructor Doug McLennan, in which we pinpointed the webpage’s conceptual and architectural strengths and weaknesses. Then, we broadened the study by interviewing people with expertise in the arts and online community engagement, including Steve Buttry, director of community engagement and social media for the Journal Register Co.; Dennis Scholl, Vice President/Arts at the Knight Foundation and Chad Bauman, director of communication for the Arena Stage in Washington, D.C. Finally, we synthesized our research and worked with Erin Leiker, USC masters student in specialized journalism and our Engine29 web designer, to build two mockups – The Dream and Reality – of our newly imagined sight.