The theatre building is owned by the City of Joburg and the operating company is a municipal entity of the City of Joburg.
“Our Civic Theatre has been going through its own renaissance since becoming a municipal entity of the City of Joburg in 2000,” notes the Executive Mayor Amos Masondo. “Its reputation both locally and within the global entertainment industry makes us proud. We welcome its re-branding and we are happy that our world class theatre will continue to enhance our prestige as a World Class African City”.
Since the operating company obtained the exclusive naming rights for the theatre’s main auditorium as the Nelson Mandela Theatre in 2001, there has also sometimes been confusion as to the name of the theatre with the stage’s occupants. It was necessary to announce that a show will play at the Nelson Mandela Theatre of The Johannesburg Civic Theatre. The more direct and easily marketable approach will now be: in the Mandela at Joburg Theatre.
In stories and media releases where more than one function of the theatre’s operation is included, the building will be referred to as the Joburg Theatre complex. Identifying the building as a complex will allow more appropriate inclusivity for the ancillary operations within the building, such as The South African Ballet Theatre’s dance studios, The Peoples theatre for children, The Fringe theatre, the current development of space.com into a professional home for community theatre, the eight five-star hospitality suites and the hugely popular News Café.
The Michel Tesson Trust, on behalf of the venue’s original benefactor, has also given its approval for the name change of Joburg Theatre’s 251-seat Tesson Theatre to “The Fringe”.
This new name is already closely associated with Fringe Theatre Festivals in Grahamstown and Edinburgh, along with all the smaller theatres operating throughout Greater London - collectively known as The Fringe. A Fringe theatre is a relatively small venue that will frequently present more adventurous and developmental style programming than its larger, necessarily commercial neighbours.
External building signage has all been replaced during the first three weeks of January. To limit confusion and to assist the flow of the re-branding, it is envisaged that print media advertising until July 2009 will carry the small line “formerly known as The Johannesburg Civic Theatre” immediately under the new Joburg Theatre logo.
Internet Web Sites will be configured to lead any users searching for The Johannesburg Civic Theatre, the Civic Theatre, The Civic or Joburg Theatre to www.showbusiness.co.za, the long-time internet home of the theatre.