The curtain rose on a new partnership Tuesday as the operators of the Alex Theatre announced they were teaming up with Glendale Community College in an effort to better market campus performances and generate additional revenue for the theater organization.
Glendale Arts, the nonprofit that operates the Alex, has opened a ticket outlet on the college campus and will now market the school’s performances on its website, which gets about 60,000 hits a month, said interim Chief Executive Elissa Glickman.
College events will also appear in Glendale Arts’ social media tools and e-newsletter, she added.
Prior to the joint endeavor, the college could only accept cash and checks on the days of performances.
Patrons can now buy tickets online 24/7 using a credit card, Glickman said.
College officials are applauding the partnership.
“To say that this is an exciting new opportunity for us is an understatement,” Dawn S. Lindsay, superintendent and president of the college and a Glendale Arts member, said in a statement.