Centro CEO Matt Brown is expanding the nonprofit’s reach

Originally published in MySA

Brown has expanded Centro’s reach, taking on new responsibilities to create public art, help small businesses and fight against homelessness. Under his watch, the nonprofit has turned Peacock Alley, which runs beside its offices on Broadway, into a venue for jazz concerts and movie nights. There is a plan to illuminate all of downtown’s parks and plazas into a “holiday wonderland” during the Christmas season.

“We did one main strategy shift, which was we stopped our one-off programs (i.e., one-time-only events) and focused exclusively on events that are scalable. That resulted, for example, in Peacock Alley.

The reason for doing that is if you want to have marketing value out of things like this, one-offs just can’t do it. You spend a lot of money on a one-time event, and you just can’t get that much attention. But if you’re like, “Hey, we got Peacock Alley, and then we’re going to have jazz every Friday, we’re going to have a skate event,” you can attract different kinds of people over a period of time, and it builds a head of steam.”

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