For example, City Lights, is an "edgy" off-off Broadway type theater group in San Jose. Interestingly enough, it is even "off" the main strip of entertainment in the city.
They have a wall - a bright red brick wall - with the name City Lights Theater on it. I'd love to see that same image on their promotional materials, ticket information, and even their playbill.
Marketing - branding - needs to be big bold and consistent.