Home Arts Branding licenses to bring upgrades to The Grand

Branding licenses to bring upgrades to The Grand

Illustration of forthcoming signage improvements at The Grand in Oshkosh.

An aging beauty in Downtown Oshkosh will get a bit of a facelift. 

And leaders say the funding mechanism for new signage at The Grand offers promise for future maintenance and improvements. 

Its first branding license — signage that’ll be known as the Festival Foods Marquee — will beautify and give new capabilities to Oshkosh’s 137-year-old theater. The upcoming project includes a marquee upgrade as well as restoration and installation of a blade sign that hasn’t graced the building since the 1920s. The Grand will also add a state-of-the-art electronic sign to inform the community of events on the horizon.

It’ll happen without a dime from taxpayers.

Grand leadership anticipates further branding licenses will be announced in months to come.

Joseph Ferlo, director of The Grand Oshkosh, announced an exciting new project. In the coming months, said it is a game-changer as performing arts venues worldwide struggle as a result of the pandemic.

“The building will remain the Grand Opera House, but the addition of branding licenses to elements like the lobby, auditorium, and Grand Lounge not only provides us with a new income stream at a time our traditional income streams are slowed or stopped, but also a mechanism to continue to maintain and improve this wonderful, living piece of history.”

For each future branding license, 25 percent of the income will be placed into an account at the Oshkosh Area Community Foundation, and will be designated for further improvements. 

Ferlo hopes that these branding licenses will open the door for long-time supporters to create a meaningful impact for The Grand for years to come.

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