Will you take your kids to a Giant Magnet?

March 20, 8:59 PMSeattle Theater ExaminerRosemary Jones

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Old name, new name, same group

Seattle International Children's Festival celebrated the first day of spring by renaming themselves "Giant Magnet."
 
"Simply put, the original name is limiting, long and wrong," said Executive Director Andrea Wagner. "No matter how the words are arranged, the name doesn't differentiate the organization from all the other Seattles, the other Children's or other Festivals.  It doesn't exactly conjure images of world-class artistic programs, nor does it imply the rich educational resources and in-school residency programs, all of which are its hallmark. It neither resembles nor resonates with the audience it serves, and it doesn't portray its wide geographic reach."
 
In short, the Festival that began as a showcase for theatrical acts from around the world wants to be seen as really, really different.  It will, however, stay at the Seattle  Center for 2009, with two days in Tacoma.

Giant Magnet Board President Teresa Gallo explained the name change this way: "Armed with a multi-year capacity building grant from the Paul G. Allen Family Foundation, two years ago the Board and staff set off on a quest to change it.  Along the way we encountered many friends and had many advances and retreats.  A few months ago, just when we thought we were at a dead end, naming and branding wizard Peter Stocker of Story Trading Company joined us.  Peter waved his magic wand, pro bono, several times and the hard working, mission-driven, but dowdy-looking organization we all know and love has a new identity."
 
Seattle Center Director Robert Nellams couldn't quite get away from the whole festival idea however, calling  Giant Magnet "the first campus celebration of the festival season and an outstanding community resource year-round. The new name will support the organization's efforts to draw in the diverse audiences it serves."

Giant Magnet 2009 will take place May 12 to 16 at Seattle Center and May 17 and 18 at the Broadway Center for the Performing Arts in Tacoma.  Organizers promise a lineup of circus-theatre, music, puppetry, dance and multi-disciplinary shows designed to educate and entertain