TYA/USA

The Client

TYA/USA is the leading national organization for the professional field of theatre for children and families, representing over 1,400 member theatres, organizations, and individual artists across 47 states. Dedicated to ensuring that all young people have access to high-quality theatre experiences, TYA/USA offers a variety of programming and provides a network of exchange that connects professionals working across the industry.

The Need

TYA/USA is a national member organization that is part of a larger international network of organizations called ASSITEJ. Both organizations serve professional theatre companies and artists who produce and present work for young audiences. In 2025, TYA/USA turns 60. Looking ahead to this momentous anniversary, TYA/USA sought to build a vision and a framework for the future.

The Board President and Executive Director approached TOCG to design and facilitate a vision and values process that would serve as a precursor to a full Strategic Plan.

The Process

TOCG President, Tom O’Connor and Vice President of Organization Strategy, Edie Demas designed and facilitated a process to articulate and design a strong, intentional, strategic foundation. Over the course of four virtual sessions, TOCG worked with a group of TYA/USA Board members to: 

• understand the organization’s current role in the field

• to dream what the organization’s aspirations for the future and for the field are

• to draft the organization's values, pillars, and strategic priorities in order to work toward those aspirations

The Outcome

TOCG provided TYA/USA with a Strategic Foundation Statement describing the organization’s core focus for the next 3-5 years and a framework for future Strategic Planning, including the organization’s values and strategic priorities. TOCG presented this final document to the full Board of Directors in Fall of 2023 in order to gain buy-in and feedback. 

In the Spring of 2024,  TYA/USA’s annual member meeting  took place during  its national festival and conference at Atlanta’s Alliance Theatre. During this meeting members were updated on the strategic framework and the values that underpin it. The work was enthusiastically received by members and supporters. View TYA/USA’s current Values Statement that was a product of our work with them here. 

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