Paper Mill Playhouse seeks $1,875 match from Millburn SID for state tourism grant

Katie O'Keefe, senior development officer for Paper Mill Playhouse, told the Explore Millburn/Short Hills board on June 25 that the theater is seeking the district’s support as a local match for a state tourism marketing grant. She said the proposed marketing package totals $15,000 and that Paper Mill is asking Explore to supply $1,875 — one‑half of the 25 percent local match required by the New Jersey Travel & Tourism Cooperative Marketing Grant Program. "These grants are to support partnerships that promote tourism in the state," O'Keefe said, and the carriage‑house effort would promote year‑round, small‑scale programming and rentals.

Board members pressed for measurable outcomes and vendor details. O'Keefe said Paper Mill would use reservation and ticketing systems and online metrics (click‑throughs and engagement) to follow customer journeys and evaluate whether campaigns increased attendance and revenue. She also described prior outreach: a similar initiative last year attracted a measurable share of patrons from New York City, which staff estimated as about 20 percent of ticket buyers for some performances.

Members asked how local merchants would benefit. O'Keefe and board members discussed explicit cross‑promotion — actor takeovers and influencer events that highlight nearby restaurants, bookshops and florists — and use of shared QR assets and program listings to direct audiences to downtown businesses before and after performances.

O'Keefe said the grant would be for calendar year 2027 and she will confirm application deadlines with the program officer; the board noted its next regular meeting is in September and agreed to follow up sooner if the grant timetable requires it. No formal vote on the contribution was recorded at the June 25 meeting; board members asked staff to follow up with proposed metrics and a final funding recommendation.