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Canadian Arts Marketing, Development & Ticketing Conference, Toronto

06.18.19 - 06.19.19


So Now What? How Will You Reach Audiences in The Post-Social Media World?

Coverage of the arts is all but gone in your local newspaper. Digital ads are less and less effective on the web. But as long as we have social media, we're still reaching audiences, right? Maybe not. In the past year, 42 percent of Facebook users have taken a break from the site, and for the first time the platform lost users. Pew reports that only 9 percent of teens say Facebook is their preferred social media. So Snapchat? After a couple of years of spectacular growth it lost users in the second quarter of 2018, and its stock price cratered in mid-September. Instagram? It's still adding users, but there are signs of slowing. Amidst privacy concerns, fake news, a growing tech backlash, and more and more studies documenting the numbing effect of social media, the bloom is off the social media rose.

So now what? How will you reach audiences in a post-social media world? This session will show you how big media companies are pivoting, and explore strategies for what comes next in a post-social media world.
Douglas McLennan
Editor ArtsJournal



Attracting and Keeping the Right Audiences for Your Organization

Successful audience building means more than getting people through the door, but creating enduring relationships. Like any relationship, a lot has to happen to make it work. First, we need to identify what target audience is a good fit, because organizations will need to accommodate these newcomers, and hopefully feel comfortable embracing them and be able to weather any growing pains. Finding that right fit and preparing the organization to receive new audiences are often overlooked considerations, but research suggests several guiding principles. Examples drawn from successful audience-building initiatives will be used to illustrate these principles, with exercises to help participants identify what audience makes a good fit for their organizations and how to prepare those organizations for success.
Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation



Marketing & Ticketing: Make It a Love Story

How often we have used words, statements and siloed perspectives to create chaos. We have gone awry with the most important internal customer relationship of all: marketing and ticketing. It is a relationship that is often fraught with frustration and contention. It is a love hate relationship that is one of the most missed opportunities in our industry. Let’s talk about how we turn this opportunity into a partnership that ignites success, that drives service, communication and revenues; that is mutually respectful, beneficial and fulfilling. Let’s stop being angry with each other and work together by changing our words to change the culture and opening the door to potential and possibility.
Maureen Andersen
President & CEO International Ticketing Association (INTIX)


Their Journey, Your Story: The Digital Path to Ticket Purchase

In the United States, 93% of people report that entertainment is vital to their happiness, but 56% of people reported that they are rarely entertained. These casual fans, overwhelmed by all the options, find themselves spending more time choosing how to be entertained than actually engaging with the art forms that give them joy.

In Google's new Ticketing Path to Purchase Research, we understand that performing arts fans spend a lot of time online considering their entertainment options, but not buying live event tickets to the same degree that they are researching. How can we move them to take action? In this session, learn which digital touch points along the path to ticket purchase are most meaningful for performing arts patrons and how we can unlock the innate stories we have as arts organizations and cultural institutions to connect with these patrons in a meaningful way.
Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google


NO! We need to be MORE like Airlines!

We often hear that "we are not selling airline tickets" - especially when talking about pricing strategy. What could we learn from the airlines though? Which of their practices would work the best? In this Dragon's Den style session, Andrew will  argue the case for three ideas, then be grilled by the audience on their flaws.
Andrew Thomas
Director Ynys Consulting Ltd



Relaxed Performances: Who, Why and Now

This panel will dive into the reasons behind the relaxed performance movement and give concrete ways for any venue to present a relaxed performance of a play, musical, concert or screening.
April Moon
Associate Director of Audience Services Canadian Stage

Rachel Marks
Relaxed Performance Consultant


Random Acts of Ticketing

Sometimes a successful ticketing campaign calls for an extra touch of creativity, but we all know that can be hard to find when time to brainstorm and budgets are limited. This session will provide both inspiration and a list of tools you can use at your organization to boost engagement and ticket revenue. From tips for capturing customer data when you have a hit show to ways to win back lapsed attendees, we’ll be looking at case studies of fun and unexpected approaches organizations have taken with a proven return on investment. You can expect to walk away with concrete strategies you can implement at your own organization.
Kenneth Foster
Account Executive Spektrix


Building Your Audience with Community Partners

From tourism bureaus to local businesses and social media influencers this panel provides case studies of how arts organizations have built partnerships in their communities to leverage funding and grow their audience.
Moderator: Keith Tomasek
Digital Marketing Strategist

Dorothy Downs
Founder and Executive Director Forest City Film Festival

Drea Kerr
Manager, Marketing & Development Stratford Summer Music


Leveraging Non-Ticketed Events for Lead Generation and Attracting Diverse Audiences

It is often hard to capture data for guests attending free and non-ticketed events. Many of these events attract guests that are not (yet) ticket buyers. What are other types of events they are interested in attending? What information are you communicating to them while they’re on your site? More importantly, what and how are you communicating with them after your event is over? With no point-of-sale transaction, there is not an opportunity to collect this information – or is there?

Three Key Learnings:
  • Systems developed to collect guest data for conversion purposes.
  • Methods of communication following attendance to non-ticketed events.
  • The importance of surveying to better cultivate future relationships.
Crystal Brewe
Senior VP of Strategic Marketing & Communications Kimmel Center for the Performing Arts


Successful Year-End Fundraising Campaigns

Are your year-end campaigns falling short of your fundraising goals? This session will share best practices for how to set yourself and your organization up for year-end fundraising success! Learn how to craft email and direct mail appeals that actually work.  We’ll also cover key features for web donation pages that convert page visitors to donors, and how to keep your donors after they’ve given.
Shannon Charnock-Davis
Development Officer Toronto’s Factory Theatre


Arts Marketing Research Part A: Defining the Wicked Question

Figuring out your research problem is the first -- and most important -- step before you dive into asking your customers for their insights. This hands-on workshop will show you a quick and easy way to define your research problem. Interactive handouts will be available before the session and your takeaway will be a research plan you can execute! Stay for Part B to create a survey for your research plan.
Julie Fossitt
Manager, Cultural Marketing Cultural Services, City of Kingston


Arts Marketing Research Part B: Creating a Survey to Test Your Wicked Question

If you attend the Part A of this workshop, you will have defined your research problem and now is the time to test it! Surveys are a great research tool and are inexpensive, but can be tricky to create without errors and biases.

This hands-on workshop will go over questionnaire design basics and show you how to test your survey to ensure it gets you the answers you need! Laptops are recommended (but not required) so your survey draft can be created in an online tool. This workshop is recommended to be preceded by Part A: Defining the Wicked Question, but can be attended on its own as well.
Julie Fossitt
Manager, Cultural Marketing Cultural Services, City of Kingston


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.
Chris Dorscht
Sales Director Mirvish Productions


What’s in a Name? The Many Angles to Selling Naming Rights and Corporate Sponsorships

Judy will review the various categories that are active in both Naming Rights and corporate sponsorship, and outline what is required in order to secure partnerships with various categories.
Judy Haber
Senior Partner Performance Sponsorship Group


“That Aria Was Lit” – The Art of Communicating with Your Online Audience

Social media isn’t slowing down anytime soon, and online audiences expect more. Diverse content, quicker customer service and more videos! Learn about best practices, good places to spend your advertising dollars and get some great ideas when it comes to connecting with your patrons online.
Jordy Yack
Communications Coordinator FirstOntario Performing Arts Centre

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
And More!
(program and speakers subject to change)

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

June 18, 2019:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Opening Reception with one-on-ones

June 19, 2019:
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive
Breakouts (Regular 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!