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KEYNOTE

Choosing Sides: Defining a Role for the Arts (and Making it Work) in “Interesting" Times

Last November's election was a shock to many arts organizations. After years of preaching inclusivity and diversity, it's clear these messages haven't resonated with significant portions of our communities. So what now is the role of artists and arts organizations? Particularly after the case to donors and funders for the arts in recent years has increasingly moved toward "arts and..." arguments, yoking measurable social goods to art.

So maybe an opportunity? Non-profits across the country report being inundated with volunteers and donations, people wanting to do things meaningful to them, things where they can make a difference. How to harness this new energy AND broaden your community in a politically fractious environment? Making America great again is an appeal to values, so what are the compelling values arguments for the arts? We'll look at how America's creative community is making the case.
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Douglas McLennan
Editor ArtsJournal

 

DANCING WITH THE STARS

Ouija Boards, Magic 8 Balls & More Ways to Tell if Your Marketing Is Working

“Ask again later” ... is that what you get when trying to figure out if your latest marketing campaign boosted ticket sales? How about a new method, one that gets you a definitive “yes”? We’re taking a look at the real ways to track your marketing efforts to determine what’s working and what’s not. No more asking the spirits if that billboard or Facebook ad sold tickets -- it’s time for a better way!
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Moderator: Jim McCarthy
CEO Goldstar

 

MORNING INTENSIVE

Build Your Patron Journey by Creating a Unique Map to Greater Engagement

What distinguishes arts and cultural events from the hundreds of other entertainment or enrichment activities available to us? For starters, they don’t happen on your couch and they don’t happen alone. We strive to produce programming that sends our audience on an emotional and intellectual journey, but there’s another journey taking place: the path to greater engagement with your art and your organization, a Patron Journey.

In the age of “streaming everything,” what separates us from the competition is the emotional attachment we have to the people and places that share the arts and culture experience with us. If we believe this is true, then the single most important part of our mission, aside from our programming, are the interactions we have with these patrons. Where are they in their journey? How can we enrich their appreciation of the works we present? How can we move them along the path from single ticket buyer to lifetime benefactor? How can they advocate for us to the patrons we’ve yet to meet? You’re the guide; where will you lead them?

In this two-hour workshop, you’ll create a Patron Journey that’s unique to your organization, based on its size, available resources, and its position in your local arts and culture market. We'll discuss what successful organizations around the world are doing, and we’ll show you how to replicate their strategies to identify and manage patrons who are ready to take the next step.

You’ll learn how to:
  • Find your unique strengths and adapt to peer offerings in the marketplace
  • Evaluate and allocate resources: finance, technology, content, staffing
  • Use your data systems to build reports that matter
  • Identify segments and craft messaging and programming that works
  • Create Random Acts of Kindness to build loyalty
  • Automate aspects of the journey to save staff me and get beer results
  • Measure your success and refine your plan to optimize results and return on investment
Working in small groups throughout this Intensive, you'll leave with a journey map that you can put in action in your organization right away, plus you’ll have all the motivation and information you need to sell that plan to your Board and other stakeholders. Don’t miss this!
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Paul Miller
Principal NeverDark Consulting

 

AFTERNOON INTENSIVE

Using Research Strategically

This interactive, team-building session will focus on helping you identify and implement research to improve your understanding of target audiences you want to attract and retain, even with a limited budget. 

We’ll introduce proven low-cost examples from different organizations, demonstrating how they delivered information that made their programs more effective. The Intensive will include exercises that help you build a plan for a small research project—moving from questions you have about your audience to manageable research that you can execute right away.
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Bob Harlow
Marketing and Research Consultant The Wallace Foundation

 

INNOVATIVE IDEA INCUBATOR

Tap the Hive Mind

Pitch Your Idea/Project/Challenge in front of our audience of national arts marketers, development and ticketing specialists.

Arts Reach is renowned for its national conferences featuring speakers in arts management sharing their experience and expertise. But our greatest resource is the marketing, development and ticketing professionals from arts organizations all over the country who attend our conferences to learn, network and share. 

This year we'd like tap this expertise in a more formal way AND give an opportunity for two organizations to pitch their own idea, project or challenge in front of all our attendees.

Do you have a project or idea or challenge you'd like to try out or get help on from a group of industry experts? Maybe a fundraising challenge, a radical new way of thinking about ticketing, or a fresh approach for reaching a hard-to-get audience. Pitch your proposal to us and we'll choose two projects as the subject of a session at the Los Angeles conference. 

Maybe you're about to launch a new audience engagement initiative, or try out a new dynamic pricing ticket project or social media campaign.  Maybe you've got a particularly gnarly challenge you've trying to surmount but are running low on ideas. Here's your chance to shine. Pitch it to the conference and get valuable feedback and advice - maybe even recruit some help. The session will be moderated and led by Douglas McLennan, editor of ArtsJournal.com and a national consultant on strategic audience development.

If there's one thing we've learned in recent years, it's that the collective wisdom of a network is a powerful thing. Working together and focusing our collective experience can be an amazing learning experience - for all of us. 

So pitch us your best idea by September 15. In less than 500 words, describe your project, idea or challenge and tell us why your idea should be chosen. We'll announce winners by October 1.  Winners will receive complimentary registration for your entire team to a subsequent National Arts Marketing, Development and Ticketing Conference of your choice!

Send submissions by September 15 to admin@artsreach.com
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Douglas McLennan
Editor ArtsJournal

 

BREAKOUTS AND PANELS

Putting Butts in Seats with Words

Create brochures that are worthy of your season and marketing copy that does justice to your shows. Throughout the 50-minute interactive session, this award-winning copywriter will challenge you to craft a compelling headline, be aggressively clever in your wordplay and – above all - make every character matter in our world of ever-shrinking copy blocks.
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Larry Dean Harris
Principal WORDS

 

Part Of The Digital Marketing Track:

We Need to Talk…About Your Website

Your programming, your venue, and your marketing are all beautiful, so why does your website still look like it was designed using Microsoft Paint? Your website is often the first touchpoint audiences have with your organization and understanding their journey across the site and their path to checkout is critically important to making sure they have a positive experience. This session helps you focus on the purpose of your website and offers tips to help ensure your customer experience online is smooth, enjoyable and profitable.
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Ethan Joseph
Account Manager Spektrix

 

Expert Eye for Design, Live!

This is a live version of our popular, recurring Arts Reach webinar, "Expert Eye for the Design Guy (or Gal)," in which Henry Ruddle critiques and does a makeover of an arts organization's printed or online marketing materials in conversation with that organization's marketing director. You'll hear Henry's insights about what's good and what could have been better (with makeover examples), as well as the marketing director's reactions, and some of the back story.  

Want a free design makeover and to be interviewed in front of the conference audience? Contact Henry Ruddle at arts@ruddle.com no later than Monday, October 2. If you are an Arts Reach member, but have not seen an Expert Eye webinar, you can find plenty of recordings in the Knowledge Base at www.artsreach.com. Any materials not selected for the live event will be scheduled for a webinar or private consultation.
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Henry Ruddle
President Ruddle Consulting

 

Turning Yours and Mine Into Ours: Developing Effective Partnerships with Host Venues

"The seats are fantastic, the proscenium is the perfect size, the box office is well-staffed, the ushers are standing by, the bar is stocked....” thing is, none of this stuff belongs to your company.  

Many theater companies must rent space or partner with host venues to get productions in front of audiences, often having no direct control over box office practices, customer service, or venue restrictions. How can we effectively work with host or rental venues to market our shows and produce the experiences that we want for our patrons?"

Issues addressed in this session include:
  1. How do you sell tickets when you cannot sell your own tickets? 
  2. The venue staff are not as invested in your work as you are. 
  3. You are removed from your subscribers and clients by at least one degree. 
  4. Your company is constantly being confused with the venue - or vice versa.
  5. What happens when the venue staff receives feedback regarding your company or your production?
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Jennifer Nelson
3-D Theatricals Box Office & Sales Manager/Volunteer Services

Tom Mitze
Interim Programming Director Cerritos Center for the Performing Arts

 

Create a Comprehensive Development Plan and Put It Into Action

Having an over-arching development plan can significantly increase the amount of funds raised per year. Join ACG Vice President Shawn Ingram for a skill-building workshop that will show development professionals how to create an annual plan for all cultivation, solicitation and stewardship fundraising activity and address donor prioritization through wealth screening. The workshop will also include how to use the plan to help staff and Board colleagues understand the comprehensive nature of relationship management and better support fundraising in your organization.
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Shawn Ingram
Vice President Arts Consulting Group

 

Reaching Beyond The Comfort Zone: Finding, Enticing And Keeping Diverse Audiences

Artistic Directors and arts and culture organizations are speaking specifically about equity and producing works with an eye to equitable representation. Great! But what does that mean for arts marketing and development departments? How should your tactics change when reaching out to audiences with which you may not be familiar? How do you market not only to your target audience, but to other audiences as well? And once you’ve successfully brought new audiences to your doors…how do you make them stay for the next show or exhibition?! We’ll talk practical tactics for how to reach out past your comfort zone, and bring people to your organization – which may not be in their comfort zone!
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Moderator: Eddie Cota
Founder Champion City

Julia Diamond
Interim Director, Grand Park The Music Center

 

Part Of The Digital Marketing Track:

Apps and Gamification

Options for interacting with patrons, donors and visitors are changing what seems daily.  We’ll go over the technology and show samples that can benefit your digital presence and bottom-line.
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Behnam Ataee
CTO Dream Warrior Group / ARTdynamix

LaMae Weber
CEO Dream Warrior Group / ARTdynamix

 

Use Data to Drive Fundraising Success

For many years now, arts marketers have relied on data to make key decisions about how to allocate their advertising dollars, which audience segments to target, and what messages and mediums to use for the greatest revenue increases and return on investment. While this has not always been the case with our fundraising teams, new technologies and processes are making it possible to achieve the same kind of data-driven success in annual fund appeals, membership drives, and moves management strategies.

In this session, you’ll learn what fundraising data points are actually worth tracking, how to look at the data and perform the calculations, where to focus your time for optimal results, and how to apply segmentation and targeting strategies used by successful organizations around the country. Bring questions and stories about what has worked for you and your organization.
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Paul Miller
Principal NeverDark Consulting

 

Part Of The Digital Marketing Track:

Focus on Loyalty to Increase Your Revenue in the Most Cost-Effective Way

Join us for a discussion on how branding and design can play a major part in how your patrons engage with your venue’s ticketing site. Learn simple strategies for increasing online conversions, from core branding principles to up-sell and cross-sell opportunities that step your patrons into increasing levels of loyalty. We’ll also talk about mobile optimization and where the guest digital journey is going. We'll look at all the ways to increase your revenue in the most cost-effective way.

First impressions are everything. For theatres and performing arts organizations, the ticket purchase is often the first touchpoint you have with your patrons, so it’s important to create an engaging and seamless experience. After all, every loyal patron was once a first-time visitor!  
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Wendi Yanez
Sales Director accesso ShoWare

Joe Wettstead
Director of Client Success accesso ShoWare

 


(program and speakers subject to change)

Stay Tuned For Many More Sessions To Be Added, Including:

Increasing Revenue While Lowering Costs
Attracting Younger Audiences
Google Analytics
Strategies To Boost Advance Sales
Optimal Pricing
Digital And Traditional Marketing Mix
Social Media As Audience-Building Tool
Twitter
And More!


Our Sponsors

  • Images

    Patron Technology’s mission is to revolutionize the arts & entertainment industry by helping our customers build stronger and more profitable relationships with their patrons. PatronManager, our CRM system, combines box office ticketing, fundraising, marketing, and staff collaboration, built entirely on the cloud-based Salesforce platform. Since launch in 2010, it has been the fastest growing platform for arts & culture organizations in the U.S. Over 600 organizations use PatronManager, primarily symphony orchestras, theatres, opera companies, dance companies, university performing arts centers, and museums. Founded in 2001, Patron Technology became the leader in e-marketing technology for arts non-profits with its first product, PatronMail.

    More Info
  • Images

    Dream Warrior Group provides graceful yet technologically savvy solutions for Arts organizations. The goal-driven services focus on audience and action. As your technology advocate, we will be your ally and can manage and fully implement your online presence. Our services (ala carte or contracted) include: Web site design and development, e-marketing, e-promotion, social media management and optimization. We implement your message in a digital environment

    More Info
  • Images

    Theatre Manager™ software is used at Theatres, Festivals, Arenas, Performing Arts Centers, Symphony Orchestras, Museums, Educational Institutions, Municipalities, Non-profit and For-profit organizations.

    Key functionalities:
    - Patron & Household CRM
    - Box Office & Internet Sales
    - without 3rd party fees
    - Development & Donation Management
    - Marketing - including email blasts
    - Artist, Staff & Volunteer Management
    - Financial Controls
    - Facility & Project Management

    Since 1985, our experience has been drawn from 100s of venues, with 1000s of users who use Theatre Manager softwae to track approximately 3/4 of a billion dollars in annual revenue.

    More Info

Conference Schedule

October 17, 2017:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Plenary
Panel
Opening Reception with one-on-ones

October 18, 2017:
Breakouts
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive
Breakouts

Program and speakers subject to change.

Among other benefits, Arts Reach Members receive significant discounts on conference registration. Join NOW!