Feasibility Study and Strategic Planning

In 1999, The Joyce Theater commissioned AMS Planning & Research Corp. to conduct a study exploring the needs for a new dance performance facility in New York, and the role that The Joyce might play in such a project. As part of the process, AMS interviewed dance leaders, surveyed dance companies worldwide and analyzed the level of dance activity in New York.  

The key issues explored during the study included: Who would use the proposed facility and under what circumstances?  Are there audiences to support these programs?  What are The Joyce's alternatives with respect to ownership and operation?  What presenting role might The Joyce have in a new mid-sized venue?  What is the mission impact to the Joyce Theater of developing a new, mid-sized dance venue?  What is the likely impact if The Joyce doesn't develop it?  Are there any potential development partners with overlapping and complementary strategic interests?  What should be the size and functionality of a new dance venue?  What are the operating scenarios with respect to management and governance, and what are the financial implications to The Joyce and to the user groups?

The Joyce and AMS used the results of this feasibility study as the basis of a proposal to the Lower Manhattan Development Corporation for The Joyce's inclusion in a proposed World Trade Center Performing Arts Center in 2003.  The Joyce was selected, alongside the Signature Theatre Company, to participate in the development of the cultural component of the World Trade Center site.

AMS was then engaged to serve as planning counsel to work with The Joyce on strategic planning, design, and operational feasibility for the proposed Frank Gehry venue.