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National Arts Marketing, Development & Ticketing Conference, Los Angeles

10.29.18 - 10.30.18


Can 100% Digital Marketing Work for Your Organization?

The Phoenix Symphony is allocating 100% of their single ticket advertising budget to digital for the 2017-2018 season. In this session, you’ll learn about the company’s digital evolution, and see how the Symphony used data and experimentation to arrive at this progressive budget. Discover how this real live case study is playing out with $4,000,000 in annual ticket sales on the line—hint: record breaking results.

After this session, you’ll be able to:
  • Implement an iterative and strategic approach to increasing your digital advertising
  • Evaluate how to set, measure and implement key KPI’s to prove, justify and communicate your progress
  • Double down what marketing efforts are working and discontinue or cut back efforts that are not
  • Prove or disprove paradigms in your industry using data (e.g. older audiences don’t use social media)
Todd Vigil
Chief Marketing Officer Phoenix Symphony



Developing Effective Audience Building Strategies and Tactics

Research shows that there’s no magic to building a following with a new audience. Instead, success comes by carefully considering the barriers keeping audiences from attending, and then identifying intersection points between the work an organization presents on one hand, and a target audience’s interests, attitudes, and lifestyles on the other. This session will examine how several arts organizations found success by following these steps—methodically thinking through the barriers facing a target audience and then developing multifaceted strategies grounded in sometimes newly discovered alignments between what audiences are looking for and what their organizations present. Group exercises will facilitate thinking through which barriers to tackle, and then how to craft an audience development strategy and tactics that align with both the artistic mission and what a target audience is looking for.


Go Outside Your Toolbox to Reach and Keep Diverse Audiences

As demographics shift, arts organizations know they need to attract new, more diverse audiences. Achieving this critical goal requires more than a savvy marketing campaign. How do you go beyond marketing techniques to build trust and overcome barriers with diverse communities? For this lively panel, come ready for a robust and honest discussion about authentic engagement practices.
Moderator: Kim Glann
Director of Communications & Marketing Ford Theatres

Bonnie Goodman
Senior Vice President, Marketing and Communications The Music Center

Marlinda Menashe
Director, Institutional Giving and Government Relations LA Opera

Mariluz Gonzalez
Founder/Owner Vesper Public Relations



Site Design for Better Conversion Rate

Good site design involves not only an impactful look but effective information architecture. The UI/UX is an important key to converting your visitors or encouraging them to take action. We’ll go through real examples and discuss the pros/cons and likely impacts on conversions.  

If you’d like your site to be an “example", please email LaMae at lamae@dreamwarrior.com

Major Gifts: 10 Strategies for Success

Large gifts — whether outright major gifts or deferred (planned) major gifts — require the same rules for engagement of donors. Engaging people in a long term investment in the arts relies on the excellence of messages, systems, and methodical donor development. In this session, find out what your organization needs to do today to secure major gifts tomorrow.
Katharine DeShaw
President Philanthropic Consulting


How Does Your Organization Measure Up? -- Arts Industry Benchmark Data

Using data from 300+ performing arts organizations, this session will provide industry benchmarks for how you compare to your peers in key metrics such as re-attendance, proportion of sales online, click-through rates, donation add-ons and many more. In each area we’ll discuss not only the benchmark average but also identify organizations with exceptionally high success rates and break down what contributes to their success. Expect to walk away from this session with highly tangible take-aways that you can immediately implement at your organization.
David Ciano
Account Executive Spektrix


Lions and Tigers and Blogs, Oh My! Revealing What’s Behind the Curtain with Content Marketing

We are not in Kansas anymore. Current and potential audiences are hungry for insights into our organizations and what we present, but how best to deliver the goods? This panel of thought-leaders will discuss blogs, videos, podcasts and all sorts of media now being used to educate and engage. Attend this session and click your heels together three times. That’s all it takes to make your offerings irresistable!
Moderator: Bill Watson
Director of Media & Marketing WordTheatre

Nicole Dunn
CEO Dunn Pellier Media, Inc.

Tom Loveman
Producer/Writer/Editor/Marketing Specialist

Liz Linares
Co-Founder RousseauLinares

Natacha Rousseau
Public Relations Consultant RousseauLinares


On Your Path to a Successful, Rewarding Career in the Arts

You’re passionate and challenged by the prospects of a long-term career in a field you truly care about.  Burn-out is the number one career killer, especially for early and mid-career managers.  Building strong strategic analytical skill sets, maintaining on-going learning cycles, and paying close attention to future trends are among the many keys to gaining a strong foundation for a rewarding career in the arts. Our panel brings together distinguished professionals to share their secrets, challenges and ultimately their inspirations for a lifetime of passion.  Bring your aspirations and questions.
Amelia Heape
Director of Marketing Hollywood Pantages

Kay Burnham
Vice President, Guest Services Segerstrom Center for the Arts

Jim Royce
Principal Anticipation Marketing

Sara Fousekis
Assistant Dean of Development USC School of Dramatic Arts

Charles Dillingham
Former Managing Director Center Theatre Group


Winning in the New Era of Corporate Sponsorship

Join a panel of funders and experienced fundraisers in a discussion of pursuing corporate giving. Securing cash from corporations can be a challenge, but there are multiple ways to partner with institutions to develop long-term relationships and draw other funders together. Bring your best practices, success stories and questions to this panel presentation and discussion.
Moderator: Genevieve Macias
Director of Development & Communications Long Beach Symphony Association

Brissa Sotelo-Vargas
Director of Community Relations and Government Affairs Valero Energy

Ryan Choura
CEO Choura Events

Pamela Gabriel
VP, Community Relations Manager Bank of America, N.A.


The Art of Negotiation: Creating Win-Win Outcomes

We negotiate daily with nearly everyone we encounter, so it’s one of the most valuable skills you can acquire. In this session, we’ll talk about setting targets, making concessions and finding win-win in negotiation situations, in both professional and personal situations.  You’ll walk away with the confidence to negotiate and the skills to do it well. Negotiation is the fastest money you will ever make or lose, so you won’t want to miss this session!
Nancy Fox
Principal Negotiation Fox


Marketing Through a New Lens: Reaching the Next Generation of Audiences and Donors on Snapchat

Mark McMaster
Head of US Online Sales Snap Chat


The Road to Optimal Pricing: Where Do You Go From Here?

Everyone is at a different point in the evolution of their pricing strategies. Hear from these seasoned marketing professionals about where they’ve been and where they’re headed in their quest for the perfect pricing strategy. What have been their successes and what obstacles do they still face? Then chime in with your own plans and questions about where to go from here.
Moderator: Jennifer Nelson
3-D Theatricals Box Office & Sales Manager/Volunteer Services

Courtney Moore
Senior Venue Advisor Goldstar Events

Michael Betts
Box Office Manager Musical Theatre West


Our Sponsors

  • Images

    Marketing innovation is the key to reinventing the customer experience and growing your audience and we believe that great technology and digital tools play a huge role in this. We can’t wait to catch up with you all soon to talk about where audience development is heading next. 

    If you don’t know Spektrix, our mission is to provide arts organizations with the best possible chance of success in ticketing, marketing and fundraising, which we do through our cloud-based technology and support services. Our team of 60+ work with over 260 organizations in the US, Canada, and the UK.

    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
  • Images

    Vendini makes the business of live events simple. Offering a full suite of solutions built for the performing arts and live event spaces, Vendini is helping thousands of venues increase revenue, collect valuable data and make running an event simple. In a world of endless single-use vendors, Vendini is the first company to offer one comprehensive solution for multiple aspects of live events including ticketing, marketing, fundraising, logistics and more.

    More Info

Conference Schedule

October 29, 2018:
Morning Intensive (Program starts at 8:45 a.m.)
Lunch on Your Own
Opening Reception with one-on-ones

October 30, 2018:
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive
Breakouts (Conference ends at 5:00 p.m.)

Program and speakers subject to change.

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