For Immediate Release
WESTMORELAND CULTURAL TRUST UNVEILS AMBITIOUS 3-YEAR STRATEGIC PLAN (2025-2027)
A Bold Vision for the Future: Strengthening Community, Expanding Arts, and Ensuring Cultural Growth
GREENSBURG, PA — Westmoreland Cultural Trust is excited to share its newly completed 3-Year Strategic Plan (2025–2027), a transformative roadmap that will guide the organization and its managed entities, including The Historic Palace Theatre and Greensburg Garden & Civic Center, into the future. This plan establishes key institutional priorities and strategic initiatives designed to enhance the Trust’s impact on the arts and cultural landscape of Westmoreland County and the Laurel Highlands region.
The strategic plan was unanimously adopted by the Westmoreland Cultural Trust Board of Directors in December 2024 and was developed in collaboration with Minneapolis-based Prouty Project, a nationally recognized creative design and consulting firm specializing in strategic planning and leadership development.
A New Vision for the Future
As part of this initiative, Westmoreland Cultural Trust has re-imagined its Vision, Mission, and Core Values, which will serve as guiding principles for the organization’s continued growth and service to the community:
VISION: We seek to engage, empower, and serve the community through consequential programming, arts education, and cultural experiences for all.
MISSION: Westmoreland Cultural Trust is a conduit for communities to thrive. We do so by welcoming broad forms of artistic expression, forging purposeful partnerships, and programming meaningful arts education and engagement activities.
CORE VALUES: COLLABORATION | COMMUNITY | CREATIVITY
Strategic Focus Areas
The new plan prioritizes five key focus areas, each with clear goals and measurable strategies to be implemented over the next three years:
• Communities & Partners: Expanding audience outreach, engaging historically underserved populations, and strengthening partnerships with nonprofits, corporations, and community members.
• Programs & Services: Diversifying program offerings, enhancing the patron experience, and launching an Education and Engagement Department.
• Internal Talent: Strengthening employee engagement, professional development, and workforce expansion.
• Financial Growth: Diversifying earned and contributed revenue, establishing an endowment, and leveraging The Palace Theatre’s 100-year Centennial celebration.
• Infrastructure: Enhancing IT systems, optimizing CRM capabilities, developing a long-term facilities plan, and implementing new ticketing and VIP lounge experiences.
Strategic Plan as Part of a Larger Vision
The launch of the strategic plan aligns with a series of innovative initiatives undertaken by Westmoreland Cultural Trust over the past year. As outlined in its newly published 2024 Community Report (available on WCT’s website), the organization has made significant strides in audience engagement, financial growth, and infrastructure improvements.
Under the leadership of CEO Benjamin Luczak, Westmoreland Cultural Trust has established an Education and Engagement Department that will integrate existing programs such as Achievement in the Arts and ArtsWalk while expanding efforts to serve historically underrepresented communities. Additionally, the Trust recently introduced a fresh branding identity and cutting-edge website, strengthening its connection with patrons and guests while ensuring a seamless digital experience.
“Our commitment to providing an exceptional patron and guest experience remains steadfast,” said Luczak. “This strategic plan is not just about organizational goals—it’s about strengthening our role as a cultural cornerstone for the region. From infrastructure upgrades at our venues to a renewed focus on community engagement, we are ensuring that Westmoreland Cultural Trust remains an accessible and thriving arts hub for all.”
Learn More
The full details of the strategic plan, as well as the 2024 Community Report, are now available on Westmoreland Cultural Trust’s website: www.westmorelandculturaltrust.org
About Westmoreland Cultural Trust (WCT)
Westmoreland Cultural Trust is a Greensburg, PA-based 501(c)(3) nonprofit organization whose mission is to be a conduit for communities to thrive. We do so by welcoming broad forms of artistic expression, forging purposeful partnerships and programming meaningful arts education and engagement activities. We seek to engage, empower, and serve the community through consequential programming, arts education, and cultural experiences for all. WCT manages the historic Palace Theatre, along with the Greensburg Garden & Civic Center. More information about WCT can be found at: www.westmorelandculturaltrust.org
Press Contact: Daniel Stainer, Director of Marketing
Westmoreland Cultural Trust
724-836-1123 x252 / dstainer@wc-trust.org