The board and staff of id Theater is thrilled to announce that, as of September 15, id Theater is doing business as Seven Devils New Play Foundry. This name changes comes just as Seven Devils Playwrights Conference, the company’s most ambitious and high profile project, prepares to enter its 20th year. The company’s new name, Seven Devils New Play Foundry, reflects what has been a long and organic shift in the company’s mission and efforts; moving from an actor-led producing company when it was founded in 1997 as id Theatre, Inc., to an organization devoted to the support of playwrights in the process of developing new work.
“This is not about changing our mission,” says Producing Artistic Director Jeni Mahoney. “It’s about bringing ourselves into clearer alignment with our mission as its shifted over the years. It is next step in our development process as company; a company that is, after all, dedicated to the idea of process.”
id officially became a development (rather than producing) company in 2007 and launched a number of projects inspired by the spirit of the Seven Devils process, as well as the expressed needs of our Conference playwrights, including: NYC Sit In! reading series at Jimmy’s No. 43 in New York City, Bridgeworks (which supports writers bridging the gap form development to production) and the id-IOTS at Play writers group, as well as retreat opportunities like Private Idaho and Private New Hampshire that provide writers with retreat opportunities.
As id shifted its focus from production to development, it continued to deepen its relationship with and commitment to playwrights, students, audiences and community engagement through the lens of Seven Devils Playwrights Conference.
“At some point it became clear that we were Seven Devils,” says Christy Montour-Larson, President of the Board. “Our job was to figure out how to best embrace and celebrate what was clearly a powerful and already identifiable brand. What a great challenge to have!”
The choice to rebrand the company as a New Play Foundry points to our longstanding commitment to the physical, sometimes heated work developing new plays; the process of transforming fluid ideas into something solid and lasting; as well as the opportunity to melt it down, re-imagine it and try again.
“That this comes just in time for the 20th Anniversary of the Playwrights Conference makes this an especially exciting year for Seven Devils New Play Foundry,” says Managing Director Paula Marchiel.