First Night Gets New Look for New Era

September 12, 2012

WORCESTER _ Since the retirement of former First Night Executive Director, Joyce Kressler last Spring, First Night Worcester has been undergoing a reinvention of sorts. Earlier this year, the non-profit brought on new Executive Director Howard McGinn, an entrepreneur and high-powered financial executive whose roots in Central Mass. run deep. As a local native and graduate of Worcester State College and Assumption, he has quickly made his presence felt, obtaining multiple grants for First Night Worcester, forging new partnerships, and instituting an exciting rebranding change with the assistance of the well-known Westborough marketing firm, PENTA Communications, Inc.

PENTA has a long history for its marketing prowess and for giving back to the community by helping numerous nonprofit organizations in the region. The firm was a key supporter for First Night Worcester for five years, and stepped up to the plate to help McGinn carry his vision forward with a rebranding to reposition the arts organization as a stronger and more vibrant organization. PENTA worked with First Night Worcester to assist in guiding the rebranding process that included developing a new logo, visual identity and has provided strategic support to help the organization improve its community outreach and awareness.

“I wanted to portray a new logo as part of our new commitment to serve Central Massachusetts by providing access to the arts all year long. We are much more than a single party on New Year’s Eve,” McGinn said. “In addition, we are seeking innovative ways to sustain our fiscal health, which will allow us to expand our offerings and fulfill our mission.”

PENTA Communications, Inc. has been a strong supporter of First Night Worcester, having partnered with the organization five years ago. During that timeframe, PENTA Communications, Inc. provided a wide range of services ranging from advertising and marketing, to public relations and web development services.

Howard’s vision for a year long commitment to the community is innovative and brings people together in celebration of the arts ongoing, with the grand finale on New Year’s Eve. This builds excitement and anticipation all year and creates lasting value for those partners that support the organization. The new branding for First Night Worcester brings this vision to life and we were pleased to have had the opportunity to do this,” Penta said.

First Night Worcester was founded in 1981 as a private not-for-profit 501(c)(3) organization dedicated to providing access to the arts. Each year since its inception, the organization continues to promote educational programs and community outreach initiatives. Best known for its New Year’s Eve celebration throughout the City, First Night Worcester is continuing to expound its mission of bring arts to the residents of Central Massachusettsthrough partnership with like-minded organizations. For more information, visit

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September 12th 2012 by FNW
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