SECRET SPACES-An Immersive Arts Experience Connecting Community Through Storytelling
Client: The Rooted Door Organization
Category: Excellence In Community Service | Organization Community Service | 2.1 Organization's Specific Program
About Project
Overview Secret Spaces is a multidisciplinary cultural initiative created by The Rooted Door to address two challenges: the lack of consistent work for local creatives and the vacancy of historic community infrastructure. By activating the recently vacated 1969 Greater New Salem Primitive Baptist Church, we transformed a dormant building into a thriving storytelling hub. Since the production closed, the building has returned to dormancy, underscoring the vital role the arts played in temporarily breathing life and economic value into the space.
Preserving Narratives: The Power of Performance The program was conceived as a "Love Letter to Tampa." We didn't just recount history; we invited audiences to step inside it. The emotional core of the project was carried by our performers, who embodied the lived experiences of previous generations to tell stories that are often overlooked.
The Jackson House & Central Avenue: We dedicated a zone to the often-untold history of Tampa's Black community. Through poignant performance and music, we illuminated the legacy of Central Avenue and the historic Jackson House, celebrating the resilience, jazz, and vibrancy of this essential cultural corridor.
The Florida Railroad & Union Station: Weaving in the theme of migration, we collaborated with the Florida Railroad Museum. We utilized authentic artifacts to create a "pop-up gallery" experience representing Union Station, grounding the audience in the reality of how these diverse communities arrived in Tampa.
The Cigar Heritage: Collaborating with the J.C. Newman Cigar Company—America’s last operating cigar factory—we recreated the visceral atmosphere of a 1931 factory floor. Actors utilized authentic artifacts from the Newman archives to breathe authenticity into the set design, reviving passion for this craft and the immigrant communities (Cuban, Spanish, Italian) who built Ybor City.
The Vision of Henry B. Plant: We transported guests back to the Gilded Age to honor the legacy of the Tampa Bay Hotel and its impact on the city. Partnering with the Ybor City Museum for archival imagery, we brought the story of the University of Tampa’s iconic home to life, celebrating the ambition that first put the city on the map.
Stewardship & Accessibility We pioneered a model of "Preservation through Experience." Unlike static exhibits, our immersive format revitalized interest in history by making it emotionally resonant. To ensure accessibility, we removed economic barriers for our senior community by providing complimentary access to the SAGES (Senior Actors Guild) audience network. This successfully bridged the generational divide, connecting with a diverse audience ranging from Gen Z to Baby Boomers.
Economic Impact & Community Ecosystem Our mission was to stabilize the creative economy while positioning Tampa as a premier cultural destination.
Workforce Stability: We rejected the instability of the "gig" economy, adopting a "Theater Season" contract model that provided five weeks of guaranteed employment for nearly 40 local artists and technicians.
Institutional Support: The project’s value was validated by grant funding from the Hillsborough Board of County Commissioners and a strategic partnership with Visit Tampa Bay, which leveraged its official channels to drive audience attendance.
Partner Coalition: We built a coalition of 28 community partners. Strategic collaborations—such as our cocktail and dinner series at Hotel Haya—drove direct revenue to hospitality partners, while our storytelling generated vital exposure for our museum and historical partners.
Regional Visibility: We engaged a PR agency and launched a strategic influencer campaign, activating local influencers alongside regional content creators. This showcased Tampa’s cultural vibrancy to both the immediate community and the broader Central Florida/Orlando market.
Philanthropic Partnership Beyond the production itself, Secret Spaces was designed to leave a legacy. We established a formal beneficiary partnership with the Tampa Bay Community Design Center. We structured our financial model to allocate a percentage of net proceeds directly to the organization—creating a virtuous cycle where the celebration of our past becomes the vital force that secures its future.
