The People's Theatre Launches 'La Casa de Todos' Campaign Ahead of September Opening

Pedro Leandro Rodriguez Bonilla
Aug 10
2 min read

Some campaigns begin with a press conference. Others begin with a media buy. The People's Theatre's La Casa de Todos (The Home of NY Stories) campaign began where it belonged: in the streets, surrounded by the community it was created to serve.

This past weekend, The People's Theatre officially launched its public campaign during New York City's Dominican Day Parade, marking the first major milestone in the countdown to the opening of The People's Theatre: Centro Cultural Inmigrante this September.

The parade provided an opportunity to introduce thousands of New Yorkers to the organization's next chapter: a permanent home for immigrant stories, artistic expression, cultural celebration, and community gathering in Upper Manhattan.

Throughout the route, supporters stopped to learn more about the theatre, celebrate the upcoming opening, and share in the excitement of what this new cultural institution will bring to the neighborhood and New York City as a whole.

The day also generated significant media attention, including an interview with ABC7 New York, helping introduce the vision behind La Casa de Todos to audiences across the region.

Mino Lora, Executive Director of The People's Theatre on ABC7 News from her interview during the Dominican Day Parade.

▶ Watch the ABC7 interview: https://abc7ny.com/videoClip/19653555/

The excitement continued across social media as supporters documented the celebration throughout the day.

Instagram Highlights

▶ View Instagram post here: https://www.instagram.com/p/Db1wihtlkB_/

The launch represents far more than the start of a marketing campaign. It marks the beginning of a new chapter for an organization that has spent years creating space for immigrant voices and is now preparing to welcome audiences into its permanent home.

PLR Group Inc. has been proud to support this work through strategic marketing and communications, with founder Pedro L. Rodriguez serving as Fractional Chief Marketing Officer for The People's Theatre. Together with the theatre's leadership team, the focus has been on building a campaign rooted in belonging, cultural pride, and community participation, ensuring the opening reflects the people it was designed to serve.

Now, attention turns toward September 19, when the doors officially open for the inaugural celebration of The People's Theatre: Centro Cultural Inmigrante.

The opening is more than the unveiling of a new building. It represents years of vision, partnership, and investment in creating a place where New Yorkers of every background can experience stories that reflect the city itself.

To everyone who marched with us, waved from the sidelines, stopped to ask questions, shared our posts, covered the story in the media, and continues to champion this vision, THANK YOU.

Your support has helped make La Casa de Todos more than a campaign promise.

It is already becoming exactly what its name promises: The home for New York stories. A place to create, gather, celebrate and belong.