AT&T Performing Arts Center

The Dallas Center for the Performing Arts (DCPAF) – a multi-venue Center for music, opera, theater and dance – is a state-of-the-art facility woven together by an urban park covering more than 10 acres creating a dynamic cultural destination.

When DCPAF approached ESP, its corporate partners were all philanthropic and among the largest companies in Texas. However, DCPAF was seeking to develop a revenue base that did not rely solely on corporate philanthropy for support. Leadership wanted sponsorship to serve as an incremental revenue stream and as a vehicle to promote the center, drive awareness and increase attendance.

ESP created an integrated packaging strategy that linked all of the venues, maximized sponsorship revenue, created value for prospective sponsors, and added-value to its attendees. In addition, ESP also provided analysis and insights around the possibility of selling a corporate naming rights deal that would allow DCPAF to reach its financial and promotional objectives more so than selling the rights to a philanthropic donor—including providing a justifiable price tag for the naming rights package.


Eleven months after receiving ESP’s recommendations, DCPAF announced a multi-million dollar sponsorship deal with the Dallas-Fort Worth Lexus Dealer Association. The five-year deal established Lexus as the “official vehicle” of the center and—an industry rarity—of its resident companies. In addition, Lexus was named the center’s official valet sponsor and received naming rights for the center’s two underground parking garages. Soon after this deal, DCPAF announced that AT&T had signed on as the Center’s naming rights partner.

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