Theoroi: (pronounced thee-uh-roy)
The Greek word used for lovers of sights and sounds whose job it was to journey to festivals as ambassadors and announce and invite others to these celebrations. 

Theoroi, a project of The Schubert Club, aims to cultivate the next generation of Twin Cities arts audiences by engaging a select group of arts ambassadors in a curated season of diverse arts performances and sparking curiosity about the arts through the use of social media.

This group of young individuals, ages 21-35, attends a curated schedule of 10 local cultural performances. As a Theoroi, their commitment is to spread the word about their cultural experiences through interactive social media outlets of their choice, such as Facebook, Twitter, Blogs, etc. The group pays a nominal membership fee, and The Schubert Club subsidizes all other expenses.

The program is designed to reach young people through the communication vehicles that they use every day as they “journey to festivals and announce and invite others to the celebrations” – the root of being a Theoroi.

Theoroi is more than just attending performances together and tweeting or blogging about it, however. Each event has a social component, such as a social hour before and/or afterward, and an educational component with speakers and artists who help interpret and educate the group about the experience. Already, Theoroi has created new friendships amongst the members and a deeper understanding of the performances they have attended.

In a time when professional performing arts have risen to an amazing quality, arts organizations struggle to attract new audiences to share in the experience. Theoroi is creating a buzz through social media, spreading the word about the rich, live arts in our community.

“Theoroi, bringing a bit of culture to social media.”

This project is being coordinated by The Schubert Club with a grant from Knight Foundation.

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