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The Magic Parlor
& SMQ Consult

Elevating The Magic Parlor to Goodman Theatre Partnership with Strategic Digital Marketing

Award-Winning, Third-Generation Magician and Mind-Reader Dennis Watkins in elegant black formal suit and tie performing magic gesture with ornate golden decorative mirror backdrop - The Magic Parlor Chicago case study featuring SMQ Consulting strategic digital marketing for Chicago's longest-running magic show, Goodman Theatre partnership transition, ticket sales optimization, retargeting campaigns, audience lifetime value maximization, premium Chicago entertainment destination positioning, and strategic partnership marketing success

Key Results

Maintained status as Chicago’s longest-running magic show throughout our partnership

Successfully supported transition to new partnership with Goodman Theatre

Achieved consistent ticket sales and high customer retention

Contributed to Chicago’s growing reputation as a magic destination

Strong media presence and online success metrics

About The Magic Parlor

The Magic Parlour, located in Chicago, Illinois, is an intimate and critically acclaimed magic show featuring magician Dennis Watkins. As Chicago’s longest-running magic show, operating since 2009, The Magic Parlour offers an exclusive evening of close-up magic and mind-reading for adult audiences. Performed in a dedicated venue at 50 West Randolph, this sophisticated theatrical experience combines classic magic with exceptional hospitality, creating an unforgettable evening of live entertainment for up to 60 guests per performance.

The Challenge

The Magic Parlor needed to maintain their position as Chicago’s longest-running magic show while expanding their reach and building toward a major partnership opportunity. The challenge was balancing consistent ticket sales with strategic brand building for long-term growth.

Our Approach

1. Ongoing Consultation & Campaign Management
  • Provided digital advertising strategy and execution over multiple years
  • Developed sophisticated retargeting campaigns to maximize audience lifetime value
  • Created strategic audience building campaigns to support partnership opportunities
2. Strategic Partnership Marketing
  • Leveraged Goodman Theatre’s existing audience through targeted advertising
  • Built campaigns that supported the transition to the new partnership space
  • Positioned The Magic Parlor as a premium Chicago entertainment destination

What Made This Work?

The long-term partnership allowed for strategic thinking beyond individual campaigns. By focusing on audience building and retention rather than just ticket sales, we created sustainable growth that supported major business development opportunities.

Reviews of
SMQ Consulting

"Thanks to Steve, we have been successfully and cost-efficiently developing and implementing our digital marketing strategy for many world-acclaimed dance and theatre shows and tours produced and presented by Show One Productions. Strongly recommended, and I know that he always has time and passion for all of his Clients."
Natasha AbramovaAssociate Producer,
Show One Productions
"Steve was great to work with at Teatro ZinZanni. He provided detailed analysis of our digital presence, and managed our digital advertising like a pro! Steve had a substantial impact on our ticket sales. He is super detail oriented and is able to communicate his strategies clearly and effectively. Highly recommend him!"
Kerry SheehanGeneral Manager/Producer,
Teatro ZinZanni Chicago
"Working with Steve was an absolute pleasure. He was efficient, communicative, and delivered results. We had dynamically changing needs leading up to a concert tour, and Steve handled all the changes with expertise and professionalism. Would highly recommend him to other arts organizations!"
Alex OlsavskyExecutive Director,
Fifth House Ensemble
"Steve was instrumental in building our social media and digital advertising department from the ground up. He is self-motivated, hard-working and an honest, straightforward guy. He is great with clients and colleagues alike. I give Steve my highest recommendation."
Carol FoxPresident, CF&A
“Steve is exceptional. Steve used his expertise in digital strategy to build Learn to Live’s online community and social media presence into a core part of our business. His creativity and ability to think outside the box to address new challenges is exceptional. I give Steve my highest recommendation!”
Dale CookCEO, Learn to Live
"I have no idea what Steve did, and even if he told me I wouldn’t understand. All I know is that my digital media feeds started blowing up in ways I’d never seen before, and our launch was a huge success."
Taylor MaliPoet & Educator

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