After a brief intermission, the Theater District Open House made a triumphant return for the first time since 2019! On March 10, 2025, Houston families and arts enthusiasts were invited to the 2025 ExxonMobil Theater District Open House where they could take center stage and discover the vibrant world of Downtown Houston’s renowned theaters and arts organizations. During this free, fun-filled day, the doors of all the iconic spaces of the Houston Theater District, such as Houston Ballet, Alley Theatre and Jones Hall for The Performing Arts, were open and activated with performances, interactive activities, showcases and so much more!
**Curtains Up** A Successful Return of the Theater District Open House
CHALLENGE
Since this was the first Theater District Open House in five years and post-pandemic, it was critical that the relaunch of this beloved annual event signify that Houston’s Theater District is stronger than ever. In addition, this was the first time that the event would be held in March instead of in August. With this date shift, it was essential to capture a target audience that included families, individuals and community groups seeking engaging activities during spring break. Furthermore, it was important to emphasize that this was the only day most Houstonians can get a VIP experience at the Theater District for free. Houston Theater District entrusted Like Minds to drive and enhance awareness of the Open House among these key audiences and encourage attendance.
STRATEGY
Like Minds quickly created and executed a comprehensive public relations strategy with an emphasis on Media Relations to secure maximum exposure for Theater District Open House. After curating a strategic media list, Like Minds developed a variety of angles and pitched the event to hyperlocal and local publications across television, radio and digital platforms to ensure widespread coverage.
RESULTS
Within 24 business days of distributing the press release announcement for the 2025 ExxonMobil Theater District Open House, the Like Minds team successfully secured 85 media placements in front of an estimated audience of 25 million. In addition to driving coverage for Theater District Open House, Like Minds’ efforts elevated Craig Hauschildt as the new Executive Director of the Houston Theater District.
Media coverage included placements in outlets such as Houstonia, ABC13, KHOU11 and CultureMap Houston. Notably, Like Minds secured two separate features on Houston Chronicle and again on KPRC2. Final media efforts culminated in a coveted spot on Houston Public Media “Houston Matters” as well as several on-air TV mentions the day of the event.
Additionally, a wide breadth of coverage was secured in family-focused media outlets which ensured the event was positioned in front of that target audience. This included features in Mommy Poppins, Jill B. Jarvis, Houston on the Cheap, Little on the Go, 365 Things To Do in Houston, Gish Picks and more.
Despite a condensed timeframe, Like Minds was able to execute a quick Community Relations initiative that resulted in Houston Theater District’s leadership participating in ReelCommunity, which was part of the 2025 ReelAbilities Houston Film & Festival. The event included a number of exhibitors who highlighted inclusive recreation, arts and leisure activities like skateboarding, rock climbing, jiu jitsu and pickleball. Many families attended ReelCommunity and had the opportunity to find out how Theater District Open House was being made accessible for everyone to enjoy.
In conclusion, nearly 19,000 Houstonians of all ages attended the 2025 ExxonMobil Theater District Open House, surpassing attendance expectations. Through a well-coordinated public relations strategy, Like Minds played a pivotal role in revitalizing this cherished Houston tradition, helping families create memorable experiences that will hopefully inspire a deeper love for the arts for years to come.