After a little more than 20 years, Orlando Repertory Theatre has a new name: Orlando Family Stage.

“It’s really exciting,” said artistic director Jeffrey M. Revels. “It more clearly identifies that we do things for families.”

The rebranding was announced Thursday morning in a ceremony attended by Orange County Mayor Jerry Demings and Orlando Mayor Buddy Dyer, each of whom proclaimed June 15 “Orlando Family Stage Day.”

“It’s no question that Orlando is stronger because of this organization,” Dyer said. “We are excited to see the theater’s continued impact on all our residents.”

“We believe exposure to the arts is an essential part of our mission,” said Demings, adding the theater’s dedication to quality is experienced by its patrons, staff and artists.”

An organizational name change had been discussed internally for a decade, said board chair Adam Scheinberg.

But there was concern about jettisoning a known brand. The theater spent more than 18 months conducting surveys, talking with sponsors, soliciting feedback from patrons and evaluating the importance of the Repertory Theatre name.

Laureen Martinez of the Orlando Economic Partnership chaired the committee investigating the possibility of a change, and ultimately, it became apparent that was the way to go — especially as a way to attract new patrons.

“Even if you’ve never heard of us, you’re able to get it,” said creative director Ashley Willsey. “The word ‘family’ tells you there is something for you at every stage of your life. It points to our generational aspect,” in which grandparents bring grandchildren — and now some who came to the theater in their youth are bringing their own children.

Officials decided to stick with Orlando as part of the title; the organization is well-known nationwide for its work in developing new plays for children and family organizations.

“There was definitely cachet in continuing to include Orlando in the name,” Willsey said.

The board of directors unanimously approved the change to Orlando Family Stage in February.

“We seized on the opportunity to have a correct and clear name, a refreshed brand, and a name that ties us to the arts and brings attention to our niche programming,” Scheinberg said. “Our new name is not only the logical evolution of who we have become, but points to who we continue to be and aim to serve.”

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New signage is coming to the company’s complex in Loch Haven Park, the theater’s website will now be OrlandoFamilyStage.com, and patrons will see updates to the site rollout in the coming weeks.

The name is the latest — the eighth, Revels said, in the company’s long line of names, which will celebrate its centennial in 2026. The new Orlando Family Stage traces its history back to the founding of the Orlando Little Players in December 1925. Over the decades, the troupe used other names, including Orlando Little Theatre and the Orlando Players Little Theatre.

In 1968, it became known as the Central Florida Civic Theatre in preparation for a new home in Loch Haven Park, where the company remains today. When the Civic Theatre ran out of money in 2000, the University of Central Florida stepped up and became a partner to the organization — and a new name was chosen.

Robin Olson’s adaptation of Louisa May Alcott’s “Little Women” became the first Orlando Repertory Theatre production in the fall of 2002.

But the name Orlando Repertory Theatre never truly reflected the work done by the company: The theater did not have a resident, or “repertory,” company of actors, and it did not perform works “in repertory” — alternating multiple plays — during its seasons.

As Revels recalls it, during the confusion as officials dealt with the collapse of the Civic Theatre and setting up the new partnership with UCF, the name was chosen as an idea of how the new theater company might work.

“It was named before there was content or structure,” said Willsey.

“We built the path on a different route,” Revels added.

The moniker led to years of explaining to those in the theater industry that the word “repertory” was a misnomer and that the organization was focused on theater for young audiences.

“The joke has been that the name was always followed by a little monologue to explain what we do,” Willsey said.

Orlando Family Stage makes that clear, though theater officials expect some will continue to call the company The Rep, as the theater has been colloquially known for years.

Revels is fine with that, even as he looks to the future.

“We are proud of the impact we made” during the Rep years, he said. “If we could make that name work and have an impact in this community and this country for 20 years, just think what we can do with a name that is more apt.”

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