The City of Westminster sought to reposition the Rose Center—an underutilized performing arts and event facility—into a vibrant, community-serving asset that better reflected its diverse population. The challenge was to redefine the venue’s purpose, expand utilization, and establish a financially sustainable operating model aligned with civic goals. TheatreDNA led a comprehensive strategic business planning process, including stakeholder and City Council interviews to define a shared vision for a multicultural center rooted in accessibility, diversity, and community relevance. The team analyzed historical usage— primarily rentals, local arts groups, and private events—and developed a forward-looking programming framework balancing low-risk rentals with higher-impact presenting and co-produced events. Multiple operating scenarios were evaluated, including professional management firms and local nonprofit operators, alongside financial strategies emphasizing cost recovery, utilization growth, and revenue diversification through rentals, programming, and food and beverage. The process culminated in defining key performance metrics, governance structures, and an operator procurement strategy. The project resulted in a clear repositioning of the Rose Center as a Multi-Cultural Center, supported by a defined business model, programming strategy, and operator framework. The City gained a roadmap to increase utilization, enhance cultural representation, and achieve long-term financial sustainability while maintaining community access and civic alignment.