PROGRAM

National Arts Marketing, Development & Ticketing Conference, Seattle

07.25.16 - 07.26.16

GENERAL SESSION

Signaling Change

With the goal of increased participation and ever greater revenue, this discussion will focus on The Broad Stage's external communications strategy to expand audiences and donor base by leveraging incremental brand and design updates to invite new audiences while signaling change and deepening connection for stalwart stakeholders.

We’ll also look at the demands that our approach places on organizational infrastructure and capacity -- most especially consolidating marketing and development departments into an integrated model to support the growth effort. This will be a real-time example of work very recently done and work ongoing -- hear about our experiment and share your experiences!

Rob Bailis
Artistic and Executive Director The Broad Stage

KEYNOTE

Are Your Surveys Designed for Past Behavior or Taking a Pulse NOW?

Constantly collecting survey data is essential and becomes more valuable when it is combined with past surveys or data from ticket sales and donation software. In this session, we’ll talk about setting up surveys for collecting fresh data you can use right now: to forecast ticket sales early in a run, in time to increase or decrease digital advertising, or quickly change tactics in social media when you have a hit or severe controversy, or capture useful comments to help make strategic decisions. Getting audiences to chat about their experience tonight is paramount for fueling tomorrow’s social media.

Jim Royce
Principal Anticipation Marketing

PLENARY

The Intersection of Marketing Strategies and Diversity

In an ideal world, people from diverse racial, income, and education backgrounds socially interact in public settings in search of cultural exchange and understanding. But what role can and should marketing play in promoting these interactions at arts institutions? New research from SMU DataArts, which studies household transaction data and marketing strategies at cultural institutions, shows the links between marketing strategies and the socio-economic and racial diversity of audiences. Conference attendees will learn how strategic marketing choices enhance or inhibit opportunities for cultural exchange and understanding among the full spectrum of a community’s diverse populations.

Learning objectives
During this Session, Attendees will:
1. Engage with new research on how marketing strategies affect the diversity of audiences.
2. Gain quantitative insights on the current state of audience diversity at arts organizations.
3. Discuss strategies for shifting marketing and communications approaches to increase diversity of audiences.

Dr. Zannie Voss
Director SMU DataArts

Customer Experience: The Next Step Beyond Customer Service

What is the difference between customer service and customer experience? What does it mean to put customers at the heart of organizational decision making and how do you do it? How does paying attention to the customer experience improve the bottom line or does it? What are some practical things my organization can do right now to improve the customer experience?

In this plenary session, Charlie Wade, Sr. VP for Marketing and Business Operations at the Seattle Symphony, will take you through both a philosophical and practical guide to understanding the value of focusing on the customer experience at your organization. This session is guaranteed to help you think differently about your organization and your customers, and will include a diagnostic exercise.

Moderator: Meghan Villanueva
Grants Manager Spectrum Dance Theater

Adam Matheson
Director of Marketing & Development Factory Theatre

Tera Beach
Executive Director Seattle Art Museum

Priya Frank
Associate Dir of Community Programs Seattle Art Museum

Robb Hunt
Executive Producer Village Theatre

Charlie Wade
Senior Vice President for Marketing and Business Operations Seattle Symphony

Dominica Myers
Associate Director of Administration Seattle Opera

Kathy Hsieh
Cultural Partnerships and Grants Manager Seattle Office of Arts and Culture

MORNING INTENSIVE

Getting Personal with Your Patrons: What 1.26 Million Arts Patrons Can Tell You About How to Market to Them

Everyone knows that the decision to buy a ticket is about a lot more than what's on stage. Patrons value a personal relationship with the organization they're buying from.

This session will prove with real data just how much it matters to make your audience feel like you know them personally -- and then we'll work together to generate ideas about how to put that into practice.

We start by sharing the results of Patron Technology's decade-long research study, quantifying the value of connecting with patrons. Then attendees will break up into groups based on their job role for a brainstorming session, where they'll get to invent an arts organization and come up with ideas for how to build this "personal relationship" principle into the core of everything the organization does, across all departments.

Alexandra Maier
Communications and Marketing Director Quartier des Spectacles Partnership

Bronwyn Mauldin
Director of Research and Evaluation Los Angeles County Department of Arts and Culture

Whitney Rutter
Senior Account Executive Patron Technology

Jordan Simmons
Senior Account Executive Patron Technology

BREAKOUTS AND PANELS

Social Media Echo Chamber: Are We Segmenting Out Diversity?

You know your core market and the words that motivate them. Your online ad buys are strategic and effective. But do they exclude new audiences and communities you’re trying to reach? One surprising finding from a recent study by the LA County Department of Arts and Culture is that people who are regular arts-goers report they are having a harder time today finding arts events to attend. In politics, the social media “echo chamber” is said to magnify personal preferences and biases rather than open us up to unexpected and unfamiliar experiences. How does it affect arts marketing? What other surprising lessons can we learn from in-depth interviews with the people who love our work? This session will explore how to use qualitative information to complement the demographic data you collect from audiences and participants.

Bronwyn Mauldin
Director of Research and Evaluation Los Angeles County Department of Arts and Culture

How Much Would You Pay for This Show? Don't Answer, Yet…

To you, your production is priceless. After all, you know that audiences paid small fortunes to see it on Broadway...and you went over budget to get the perfect scenery, first-rate performers, and custom-designed costumes. But, do you have a sense of how much your show is worth in terms of ticket pricing? Many perceptions and preconceived notions about pricing can sometimes prevent us from setting realistic expectations and make it difficult to forecast revenue -- or plan for shortfalls!

Please join us as we discuss what we have learned about pricing. You will hear information about methods that may help you determine appropriate pricing for each show or event in your season. Our panelists will talk through effective ways to use promotional pricing and establish realistic goals for your productions. Most importantly, we want to know what you've learned too!

Moderator: Jennifer Nelson
3-D Theatricals Box Office & Sales Manager/Volunteer Services

Michael Crane
Manager, Revenue Strategies & Analytics The Broad Stage

Rachel Detamore
Venue Advisor Goldstar

Do Your Customer Services Support Your Organization’s Vision and Vice Versa?

Sometimes an organization’s frontline customer service staffs are not always in step with the company’s identity or artistic vision. And often, they can be the last to know what’s going on. In this session we’ll discuss options for training both leadership and core service staff to articulate and maximize an organization’s ongoing vision or current offerings for the public. They need a lot more than a press release or marketing blurb. Is your organization on the “cutting-edge” for performances or an exhibition and are your inside or outside services staff prepared to talk about what makes “on-the-edge” appealing? Most importantly, do your company policies support contemporary customer service practices? If you could provide your customer with a genuine surprise experience, what would it be? Let’s talk about that in this session!

Jim Royce
Principal Anticipation Marketing

A Great Artistic Program Isn’t Enough: Rethinking Our Approach to the Patron Experience

It’s no longer about competing with a neighboring theater or cinema. Now, your organization also has to compete with Netflix, XBox and Youtube. So in a world where the boundaries between physical and digital are blurred, the question is: how do you approach building a meaningful relationship with your audience? This isn’t about building a better website (although that’s a good start) but about thinking about the customer experience as a whole. We’ll explore the key changes we need to make to how we work so we can stand out from the crowd and set arts organizations up for long-term success.

Karen Elizondo
Account Executive Spektrix

Part of the Digital Marketing Track - Digital Diversification: Meeting Your Demographic Where They Are

Learn about some of the diverse ways you can digitally reach out to your target demographics in order to promote your programming. Use your budget effectively, track conversions and be more creative with your marketing. Pixels to Pandora, Geofencing to SEO, this is more than a presentation, but also a discussion to create inspired ideas that attendees can take away and use right away.

Cynde Cerf
Marketing and Communication Coordinator Chandler Center for the Arts

Dancing with the Stars! Winning Ways to Build Community Partnerships and Engagement

Panelists (Development and Marketing Professionals) will discuss the changing role of their departments within the larger organization, and offer insights into how specific innovative programs and partnerships reach the entire community, attract new audiences, develop ongoing lasting relationships, and help meet goals. Then, step right up and share your partnership success stories with everyone.

Moderator: Frank Stilwagner
Director of Development Village Theatre

Aubrey Bergauer
Chief Executive Officer Changing the Narrative

Andrew L. Haines
Director of Marketing and Communications SEATTLE REPERTORY THEATRE

Melissa Husby
Associate Director of Development - Institutional Giving SEATTLE REPERTORY THEATRE

Laura Reynolds
Director of Education & Community Engagement Seattle Symphony

Crafting a Universal Language for Data Within Your Walls

When the data at our disposal can answer a thousand possible questions, how do we know which of those questions provide answers that succintly speak to our health and future? Just as importantly, how can leaders present these questions to their team to ensure clarity and accuracy in the answers they get back?

Together, we'll examine how to build a shared understanding around data and reporting between senior managers and technical staff, and examine a few common key progress indicators for both ticket sales and fundraising to assess your organizational health. All comfort levels with data and reporting are welcome!

Moderator: April Moon
Associate Director of Audience Services Canadian Stage

Evan Cartwright
Data Operations Manager Seattle Symphony

Dr. Zannie Voss
Director SMU DataArts

Kevin Devaux
Manager of Patron Services Toronto Symphony Orchestra

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

Social Media, Audience Engagement & Ticket Sales: A Practical Approach

Had enough of the sizzle and want to sink your teeth into the steak? Then this case study-based approach to social media marketing is for you. We'll take a deep dive into the data, explore the metrics, and kick the tires on your key performance indicators as we work toward building a social media marketing framework that you can customize to your specific organizational needs.

Judy Haber
Senior Partner Performance Sponsorship Group

10 Common Design Problems All Arts Marketers Face

Getting the design right for your season brochures, postcards, posters, websites, e-blasts and newsletters is an annual chore. We'll examine 10 common problems, which have solutions that are easier than you think! We will run through them quickly so we have time for your specific questions. Bring your most recent marketing piece or the one you are working on now for instant feedback on your design and messaging.

Jack McAuliffe
President Engaged Audiences

Henry Ruddle
President Ruddle Consulting

Interpreting the Latest Tech Trends in the Museum and Performing Arts World

Want to speak super confidently at meetings with your boss or Board about the most important things happening in technology this year? Come learn (and see examples) of what is here now and what's coming -- ranging from Wearables, Responsive Design, Bluetooth, i-Beacons and more...

Moderator: Brad Wilke
Co-Founder & Principal Smarthouse Creative

Whitney Rutter
Senior Account Executive Patron Technology

Chris Marcacci
Director of Marketing The 5th Avenue Theatre

Sarah Manriquez
Director of Sales and Operations Manager Fairbanks Concert Association

Hunters & Gatherers: Tracking Down Audiences Through Search, Display & Social

A rundown of best practices + clever tricks for the newest arrows in the arts marketer's quiver.

First (Anisa): Audiences are searching for you right now - and they don't even know it. This introduction to the enormously powerful Google Grants program offers a crash course on how to set up your account within the next 48 hours. With tips on optimization and keys to success that you can implement now to unlock Google Grant’s potential.

Next (Brian), a return to the hottest marketing principle of 1904 -- AIDA -- and how it applies to digital marketing today. Learn how to identify audiences at various points in the sales process and serve them the right message, at the right time through a combination of Google Display Network, YouTube, and Social Media Advertising.

Brian Paterson
Head of Digital Division + Marketing Laura Murray Public Relations

Moderator: Nathaniel Whitfield
Art Gallery Ontario Manager, Membership and Database Marketing

Karen Elizondo
Account Executive Spektrix

Anisa Ishida
Marketing Analysis Manager EMP Museum

Travis Wall
General Manager Method Works Consulting

‘Cause I’m Happy: The Value of CRM in Understanding, Engaging and Keeping Customers that Leads to Loyalty and Dollars

Does your organization recognize its special customers? More importantly, do they recognize YOU? In this session, we explore how Customer Relationship Management (CRM) is being used as a strategy to establish meaningful relationships with newly defined audiences, and ultimately drive sales hand-in-hand with priceless customer loyalty. Discover a method that helps you identify audience segments and create a mixed-marketing plan that aligns with a community’s tastes and behaviors. Then interact effectively with steadfast customers and prospective buyers alike.

Vince Ford
Vice President, Digital Strategy and Customer Experience New York Philharmonic

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 reach 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!

Allen Davidov
Director of Business Consulting Environics Analytics

Maria Kolby-Wolfe
Development Director Path with Art

Kathy Hsieh
Cultural Partnerships and Grants Manager Seattle Office of Arts & Culture

Rose Cano
Artistic Director eSe Teatro

Jen Lee
Consultant Collins Group

3 Steps on the Path to Website Sympatico

Tired of fighting with your website? Is it not giving you what you want? Are you sure you are asking the right questions? Come to this presentation to get three concrete takeaways to build your performing arts website. Covers mobile, conversion, SEO and measurement with Google Analytics.

Mason Jay Blacher
President Mason Jay Blacher & Associates

Macro-Trends: Creative Culture, Creative Networks, and a More Powerful You

Since 1999 at ArtsJournal, we've looked at more than 1000 stories a day on the business of culture. That's more than 6 million stories chronicling the issues and ideas that animate how artists and audiences interact worldwide and how those relationships are changing. In the third phase of the digital communications revolution we're moving rapidly from an institution-driven culture to a dynamically networked economy. Uber, AirBnB and thousands of other companies are unlocking the potential of a world in which lines between customer and provider are blurring. So what would an Uber or AirBnb for the arts look like? We're starting to see some early examples. Hear about these and two other macro-trends that can help you build new relationships and new audiences.

Moderator: Bill Watson
Director of Media & Marketing WordTheatre

Julie Fossitt
Manager, Marketing and Revenue Development City of Kingston

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

Our Sponsors

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 (à la 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
InstantEncore powers over one million patron experiences every year. helps arts and culture organizations thrive. Our two innovative mobile services – Appscension and InsideGuide - breakdown barriers to attendance, increase convenience for patrons, and drive ROI for you.
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BroadwayWorld is the largest theatre site on the internet, covering Broadway, the West End and beyond to 100 US cities, 45 countries and in 12 languages worldwide. With over six million monthly visitors, BroadwayWorld delivers complete up-to-the-minute Broadway, off-Broadway, and regional theatre news, in-depth interviews, extraordinary photo coverage, entertaining video features, lively message boards, ticket discounts, reviews, and more.
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Spektrix is a complete solution for ticketing, marketing, fundraising, and CRM, designed specifically for the performing arts. With world-class technology and support, Spektrix helps 650+ organizations across the U.S., Canada, and the U.K. grow their revenue and deepen patron relationships. Powerful, intuitive software, at-a-glance insights, frequent and seamless upgrades, training, support, and strategic consultation with experienced professionals come at no additional cost - making Spektrix the fastest-growing solution for arts organizations today.
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Schedule

July 25, 2016:
Morning Intensive (Program starts at 9:00 a.m.)
Plenary
Lunch on Your Own
Keynote
Panels
Opening Reception/1-on-1's

July 26, 2016:
Breakouts
Networking Reception/1-on-1's
Lunch with the Experts
Breakouts
(Conference ends at 5:00 p.m.)

Program and speakers subject to change.

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