Implementation of the Rebranding Stages of Taman Ismail Marzuki Becoming an Urban Theater Using the Race Model

Change is inevitable, everything on earth will experience changes with time and time that continues to roll forward. The form of change can be in the form of rebranding, repositioning, transformation, shifting, each has different stages and goals. Change has a strong meaning, such as something that must be fixed, rejuvenated, reshaped or a shift occurs due to market demands, nature, culture and business competition, even a crisis, so it needs to be reorganized so that it can be saved. Taman Ismail Marzuki is a center of culture and art located in the middle of Jakarta City which has been established for 42 years. Its existence has become a legendary product in itself that needs to be strengthened in terms of its role and function in addition to having historical value. The movement of change after the Covid pandemic is so rapid that it is no longer in an arithmetic series but a geometric series. The leap in competition, technological advances and the demands of society, especially artists, requires the management of Taman Ismail Marzuki to make a breakthrough in order to answer new challenges. Rebranding is the right choice for the management of Taman Ismail Marzuki to organize and strengthen this historic product towards an urban theater. The rebranding stages are prepared using the RACE model to facilitate and direct its implementation. Rebranding is the main message that Taman Ismail Marzuki management wants to convey to the general public, and it is hoped that the results can provide added value to all levels of society, in addition to other functions to support the beauty of Jakarta’s city infrastructure which is planning to become Jakarta Smart City. This study intends to examine the rebranding stages as well as analyze the implications and benefits of Taman Ismail Marzuki as an urban theater. The researcher uses a descriptive qualitative approach, with data collection methods: in-depth interviews, observations and literature and data processing is carried out by triangulating data sources, in order to obtain accurate data truth.