Venue network from the Universidad de Guadalajara

IMPRO

Foreword
The state of Jalisco has undergone a radical change in terms of the entertainment and
cultural activities that are offered to the public. According to experts in the
entertainment business, Jalisco is experiencing a situation never before seen as to the
availability of shows and entertainment. Different areas of the business have become
professionalised and the attendance to shows and performances is becoming a habit for
people living in Jalisco.

The introduction of venues such as the Foro Alterno, Teatro Estudio Cavaret, The
Diana Theatre, La Calle 2 and the Telmex Auditorium have intensified the activity
within the entertainment sector in the state and have caused its professionalization. The
arrival of those venues has also called the attention of big entertainment promoters in
the country that have come to Jalisco seeing an opportunity to make the culture and
entertainment scene a profitable business.

Another factor that has undoubtedly contributed to make Jalisco an important spot in the
entertainment business is the emergence of new promotion and entertainment
management companies that schedule a significant amount of shows every year. An
example of that is IMPRO, the most recently created university enterprise.

The University of Guadalajara has been a fundamental factor in the industry’s

evolution. As an educational institution, the university has contributed to the birth of
several projects such as Zapopum, Guadalajara’s Film Festival and The International
Book Fair in Guadalajara, all of which have showcased important artistic and cultural
activities. The university has also booked a significant amount of artists and
performances in venues across the state, and it has even developed and coordinated
operatic and musical events such as “Santa Anna” and “Dr. Frankenstein”.

However, what has distinguished the university in this field is the creation and support
of a number of entertainment venues that have endowed the state with sound
infrastructure for any kind of performance. In recent years the Diana Theatre, The Foro
Alterno, Calle 2, Teatro Estudio Cavaret and the Telmex Auditorium have been
inaugurated thanks to the university. The venues have been put in operation with all the
necessary personnel to ensure that they function in optimal conditions and that they are
able to offer numerous and varied performances.
Telmex Auditorium
Seating capacity: 2,700 to 11,500
Shows per year: 67
Features:
The area of the venue has 50,000 square meters. It has 3,500 parking spaces (90 of
which are devoted to disabled people). Lobby and stage, 16 possible stage
configurations. Stage: 33 meters (front) and 24 meters (depth), three mechanical
platforms for miscellaneous uses: 380 square meters (stage), has an orchestra pit,
general audience seating or a setting for 476 seats. Services include food court, snack
and beverage stands for each storey, 1 individual dressing room for the main performer
and 6 other dressing rooms with capacity for 5 people each, 5 other dressing rooms with
capacity for 16 people. Lastly, it has three offices for managers and promoters, kitchen
and dining area, laundry, and a warehouse; storage space.

Diana Theatre
Seating capacity: 2,345
Shows per year: 180
Features:
Has an automated platform system for orchestra pit with three positions for 100
musicians, also has a studio/theatre with 120 seats. Among the services offered are a
cafeteria and bar at all levels, ergonomically designed seats, 9 dressing rooms with
capacity for a total of 56 people, rehearsal room, dancing hall, area for catering,
elevator, forklift, box office and valet parking.

Teatro Estudio Cavaret

Capacity: 300 to 3,300
Shows per year: 35
Features: Equipped with the best in audio and lighting technology, which allows for
activities with excellent acoustics and visual appeal. Set in the privileged area of Calle
2, cultural precinct of the University of Guadalajara in the area of Belenes, in northern
Zapopan, Jalisco, it therefore has a range of services and amenities located within the
complex such as parking spaces, valet parking, public payphones, external surveillance
and medical services among others.

Foro Alterno
Capacity: 15,000
Shows per year: 20
Features: Part of the University Cultural Center, the Forum was created with the idea of
promoting alternative shows in Guadalajara. It consists of a mechanical set of tents in
order to provide the highest quality entertainment and the best conditions for it, has
various services for the convenience of its visitors: the best location, access through
Guadalajara’s beltway and Parres Arias Avenue, 800 parking spaces, controlled access,
electronic system for the selling of tickets, food and beverage area, dressing rooms,
production office, phone lines, plumbing, electricity, liability insurance, and a cleaning
and maintenance team.
Calle 2, Esplanade
Capacity: 60, 000
Shows per year: 6
Features: Several event setups, massive concerts, exhibition area or outdoor fairs,
vehicle and motorcycle exhibitions, go-kart tracks, demo tracks. It has open spaces,
space for installations, food and beverage area and commercial space, easy access for
manoeuvres, electric power, seating and stage area, restrooms, access roads and
emergency exits. Area: Esplanade 1: 10,000 m2. Esplanade 2: 6,500 m2. Esplanade 3:
7,500 m2

Calle 2, Tent
Capacity: 5,000
Shows per year: 8
Features: Several event setups, extreme fighting, cock fights, shows, concerts, arena. It
has a covered surface of 7,500 m2., backstage area, area for food and beverages, health
and emergency services, seats, internal circulation corridors, independent box office,
warehouse, loading and unloading area, access and parking for artists, interior lighting,
electrical power supply.

Calle 2, Agora
Capacity: 4,500
Shows per year: 6
Features: Several event setups, concerts, shows, balls, academic events, experimental
theatre, dinner & dance. It has a space with semi covered surface of 3.200 m2, space for
installing dressing rooms, manoeuvring area, interior lighting, power supply, stage area,
restrooms, access roads and emergency exits.

MISSION STATEMENT
Promotion dedicated to the scheduling and managing of events in the venues of the
University of Guadalajara Network, programming, producing, selling and marketing
shows that are economically self-sustaining, expanding its activity within the country,
positioning ourselves as one of the country's biggest promoters.

VISION STATEMENT
Achieve excellence with professionalism and quality in the promotion of events, and
positioning ourselves as the best company in the industry.

STRATEGIC OBJECTIVES
- Schedule and programming of the University circuit venues (Telmex Auditorium,
Diana Theater, Teatro Experimental, Calle 2 y Teatro Estudio Cavaret).
- Establish a circuit of different cities and venues in the country.
- Becoming a self-sustaining promoter that is capable of bringing the most important
national and international artists.
- Establish relationships with international talent management agencies.
- Establish solid and profitable partnerships.
- Create revenue generating projects not only for the University but for our state as well.
VALUES
- Professionalism, improvement in daily work to reach efficiency in the quality of
internal and external services.
- Commitment, understood as providing the organisation the best of our working
abilities and capabilities.
- Honesty, the human quality of choosing to act truthfully, being real, genuine and
authentic.
- Tenacity, the perseverance in achieving strategic goals despite obstacles to overcome.