Since its founding in 1991, the Contemporary American Theater Festival (CATF) has grown into one of the most respected theater festivals of its kind in the nation, attracting audiences from across the country—and the world—to Shepherdstown. 

That said, as audience behaviors evolve and the cost of producing world-class theater continues to rise, CATF recently approached the Town with a request for financial support. After careful consideration by the Town Council’s Finance Committee, and with a commitment to fiscal responsibility and community partnership, we’ve agreed to contribute $25,000 to CATF for fiscal year 2025.

We consider this an investment—tied directly to initiatives that will benefit not just CATF, but the entire Shepherdstown community. The majority of the funding—$20,000—will go toward advertising and promotional campaigns that highlight both the Festival and Shepherdstown as a destination. 

This includes digital ad campaigns targeting visitors from the greater Washington, D.C., region through the duration of the event (July 11 – August 3), and a strategic influencer initiative aimed at broadening our reach to new and returning audiences.

Additional funds will support banners in the downtown area throughout the month, printed materials such as posters and brochures, and the staffing of a newly established CATF ticket office inside the Visitors Center—offering both residents and visitors a welcoming entry point to CATF as well as Shepherdstown.

Worth noting: In 2018, CATF worked with one of the largest arts marketing firms in the country, Shugoll Research, on an economic impact study—which ultimately determined that CATF had a direct economic impact of $5.68 million through taxes, wages, and spending. Additionally, revenue generated to local government totaled $350,000. Revenue generated to state government totaled $745,000. And the total impact for the state of West Virginia landed at $1 million.

When asked about the value of this partnership, CATF Artistic Director, Peggy McKowen, didn’t hesitate. “The most important thing is that we want people to come to Shepherdstown,” she said. “It’s imperative for the CATF experience that visitors enjoy being here—not just for the plays, but for the town itself. The broader experience. Additionally, this is the first time we’ve been able to reach beyond just the theater audience and expand the scope of our message.”  

Amy Wratchford, CATF’s Interim Managing Director, explained how that value will be tracked. “We’re especially excited about the two waves of promotion. First, we'll target our usual audience, and then we’ll broaden the reach to include day-trippers and folks from D.C. who are just looking to get away. This campaign really opens the door.”
 
Amy also pointed out how they meet with their digital agency every two weeks to review impressions, click-throughs, and return on investment. “We’ve already made adjustments based on early feedback—and as the Festival comes to an end, we’ll be able to provide Town with a detailed report showing the campaign’s impact.”

Ultimately, this is a partnership rooted in shared goals: to promote tourism, support the arts, and ensure the continued economic and cultural vitality of our town. We believe this agreement does just that.

CATF is not just a theater festival—it’s a magnet for creativity, dialogue, and economic activity. We’re proud to support them as they continue to evolve, and we’re equally proud that this support will shine a spotlight on everything Shepherdstown has to offer.

Thank you for your continued engagement and support.

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Mayor James Gatz
Town of Shepherdstown
www.shepherdstown.gov