Theater fans in Milwaukee will be searching in Google for “Skylight,” “Skylight Theater,” and “Skylight Opera” all year long to acquire tickets, become members and patrons and read reviews.not long ago, the skylight opera theatre underwent a rather extensive (and one might assume expensive) process of rebranding itself simply the skylight. they've since changed their name back to skylight opera theatre.
I know what you’re thinking — “Skylight?” — that phrase alone does not represent people looking for the theater. True. 90% of those people are looking for ceiling windows. But guess what the top 4 listings are for that phrase in Google right now?
#1 Toil and Trouble at Skylight Opera
#2 Staff Cuts Bring Protest
#3 Staff Cuts Bring Protest
#4 Milwaukee’s Skylight Opera Eliminates Artistic Director Job
in one fell swoop, eric dillner and the skylight executive committee have done more to effect the skylight's image than any rebranding ever could ever have. and the full skylight board, over a week after the sudden and unannounced restructuring, has yet to offer any public statement whatsoever.
as sage rock suggests, "sleep well, skylight board of directors. by next week it will have all blown over." or not.