PROGRAM

National Arts Marketing, Development & Ticketing Conference, Seattle

05.03.17 - 05.04.17

PLENARY

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)

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

MORNING INTENSIVE

Big Data = Big Opportunities: A Data Driven Workshop for Generating More Revenue

How Marketing and Development Can Drive Revenue Growth

Numbers don’t lie, and the field of data science is transforming the way organizations conduct business at every level. The best part is, you already have all the data you need to help make informed decisions that can transform your marketing and fundraising operations and sustain your organization for years to come. You don’t have to be a mathematician or scientist to leverage the power of data mining, but you probably do need some help getting started. This includes discovering how large companies are leveraging customer data sets, identifying which data points are the most significant, and understanding how arts and cultural organizations like yours are using that knowledge to realize double-digit growth in the number and amount of donations and ticket sales every year.

This two-hour, interactive workshop demonstrates how you can use the data you already have to recruit new patrons, retain your existing ones, and add value to the patron relationship. Using best practices from the commercial and nonprofit sector, you’ll learn how to:

Identify the Top Ten Data Points most significant to arts and culture organizations and see where you stand in relation to your peers in this workshop
Set meaningful goals, segment your audience, and create a clear strategy for success
Maximize your return by starting a test and measurement program
Reduce the number of lapsed donor s and ticket buyers through systematic retention Strategies
Increase touchpoints to maximize contributed revenue and expedite the steps from onetime ticket buyer to repeat donor
Use data metrics to support revenue goals and get critical buyin from your board, senior leadership, and everyone in the organization

This is a hands-on workshop. While not required for participation, you will be asked to complete a Pre-workshop survey and bring information to the event that will help you get the most out of this Workshop.

Jennifer Edwards
Principal better_

David Dombrosky
Chief Marketing Officer InstantEncore

BREAKOUTS AND PANELS

Smart Ways to Handle CASL

CASL is one of the toughest laws of its kind in the world, making its interpretation and application particularly thorny. Join Maarit for a discussion of the myriad challenges organizations currently face and smart ways to approach them.

Maanit Zemel
Partner Zemel van Kampen LLP

Check Your Major Gifts Pulse

Major gifts is probably your organization's greatest opportunity for growing contributed income. But amidst countless competing priorities and limited capacity, it can be hard to achieve lift-off on a truly intentional major gifts program. In this session, you’ll learn how to assess the current state of major gifts at your organization and how to efficiently integrate best practice moves management into your fundraising. Attendees will be walked through real-life examples of moves management in action, and walk away with 3 ways to take your major gifts program to the next level.

Jackie Ernst
Consultant The Ostara Group

Annual Campaigns & Donor Retention

This session will provide an overview of how to plan your annual individual donation campaign. We will be sharing tips, tricks and best practices for building and maintaining lasting relationships with your donors that lead to long-term and increased support.

Victoria Laberge
Director of Development Nightwood Theatre

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

Aaron McFarlane
Director of Education & Community Engagement Toronto Symphony Orchestra

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

Developing Audiences in the Age of Ticket Buyers

A discussion of different philosophies behind subscription and membership development, customer loyalty and the differences between audience development and selling tickets.

Moderator: Michael Gepner
VP Marketing, Comms. and Guest Services The 5th Avenue Theatre

Jim Royce
Principal Anticipation Marketing

Who Are You and Why Should We Pay Any Attention?

If chatter is the best brand advertising for your organization, are you participating in the conversation? If word-of-mouth perks up or deflates attendance, what’s being said that really matters and what are you doing about it? When people talk about an experience with your company, are you listening? In this session, you’ll learn how to frame internal discussions that resonate when you create external messaging and advertising, to keep imagery fresh and relevant with every program, project or production, and to connect visuals with keywords that set up and excite audience expectations.

Moderator: Kim Glann
Director of Communications & Marketing Ford Theatres

Rob Bailis
Artistic and Executive Director The Broad Stage

Jim Royce
Principal Anticipation Marketing

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

Digital Audience Engagement Innovations in the Arts

Have you ever wondered what's beyond the walled gardens of Facebook and Twitter? Itching to explore new audience engagement tactics that will keep your fans on their toes? If you answered "Yes!" to either questions, then this is the panel for you! Equal parts "show and tell" and in-depth scenario planning, you'll leave this session with an headful of new ideas and approaches to keep things interesting for your audience on social media and beyond!

Moderator: Brad Wilke
Co-Founder & Principal Smarthouse Creative

Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google

Larry Dean Harris
Principal WORDS

Barry Johnson
Digital Editor City Arts Magazine

Sarah Kavage
Consultant Sarah Kavage Studio, LLC

Jayme Yen
Director of Design & Communications On the Boards

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

Victoria Maginnis
Data Intelligence Manager Mirvish Productions

Trudy Watson
Director of Marketing Stratford Festival

Belinda Bale
Senior Associate Director of Communications National Ballet of Canada

Aaron Boyd
Senior Manager, Sales and Analytics Shaw Festival

Consumer Journeys: Personlization and its path to better ROI

Everybody loves the Arts but not everybody is made equal. Personalization taps into each of our respective interests, personalities, behaviours and desires, creating a consumer journey that speaks to people on a 1-to-1 level and ultimately leading to better ROI. Come learn some strategies that can be applied to all organizations both big and small.

Ford Shirriff
Partner/Vice President Triangles

Can a New Model of Media Partnership Help Diversify Arts Coverage?

Arts coverage in mainstream media has drastically declined. This trend is only getting worse. Intermission Magazine was created not only to help fill this void, but to explore a new, more collaborative relationship between arts organizations and media. Through tailored partnerships with arts organizations, Intermission is looking to elevate the conversation with audiences about artists and the work they do. This decentralized model of arts coverage is also opening up the conversation -- creating more diversity in the voices covering the arts. In this panel, as an example of this new model, we’ll discuss the partnership between Intermission and Obsidian, Canada’s leading culturally specific theatre company, and how they approached covering Obsidian’s 2018/19 season.

Moderator: Philip Riccio
Artistic Director The Company Theatre

Michael Sinclair
General Manger Obsidian Theatre

Mirali Almaula
Editor-in-Chief Intermission

Achieving Fundraising Growth by Aligning Donor Messaging with Donor Behaviors

Considering today’s realities of lean staff teams and scarce financial resources, how can arts organizations maximize fundraising results within these limitations? One of the most effect ways is to ensure that internal and external messaging used in fundraising efforts aligns with the values and motivations that drive philanthropic decisions. This session will explore ways that arts organizations can remain competitive in attracting and retaining donors by understanding their changing motivations and behaviors. Learn how to best create compelling opportunities for deeper engagement with new prospects and existing donors.

Shawn Ingram
Vice President Arts Consulting Group

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

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

“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

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.

Going Beyond The Performance: National Town Hall Meeting on Elevating The Role The Arts Play In Social And Civic Discussion

Over the past several months (and throughout the course of the presidential election) it has become clear that America has work to do. The arts have a unique ability to create space for necessary conversations and thoughtfulness around urgent civic and social issues. In this panel we will explore the role the arts play in social and civic dialogue, discuss how we as arts administrators can support art that works towards social change, and learn from various arts groups how they have been successful in sparking conversations beyond the performance.

Jade Solomon Curtis
Founder, Dance Artist and Choreographer Solo Magic

Phillip Chavira
Executive Director Intiman Theatre

Cambria Roth
Audience Engagement Coordinator Crosscut.com

Meghan Villanueva
Formerly Marketing & Development Manager Spectrum Dance Theater

James Miles
Executive Director Arts Corps

Simon Woods
President & CEO Seattle Symphony

Disruptive Technologies and The Arts

Disruptive technologies are dramatic changes in technology – a giant leap that will transform your patron’s life and your interactions with them. Internet of Things (IoT) is the paradigm where the disruptions are occurring.

In this session, we will bullet-list aspects of IoT now available for the arts plus what is on the horizon. Then you will be able to apply this information to your story, budget and circumstances and see when you will be ready for IoT. Topics will include: Augmented and Enhanced Reality, Internet of Time, Smart Cities and other disruptions. You’ll understand the lingo and have an idea how to start NOW.

Douglas McLennan
Editor ArtsJournal

Dessa Hayes
Digital Discoverability Consultant CAPACOA

Breaking Down the Silos with Cross-Functional Teams

It’s time to transcended the limits of functional boundaries to create flexible teams that can meet the challenges of a changing marketplace. Join these seasoned professionals for a lively discussion on when it makes sense to combine forces with colleagues from other departments for more reach, more revenue, and more relevance.

Evan Cartwright
Data Operations Manager Seattle Repertory Theatre

Maria Kolby-Wolfe
Major Gift Officer, Campaign SEATTLE SYMPHONY

Hunters & Gatherers: Tracking Down Audiences Through Search & Display

Serving potenial audiences with the right message at the right time in the right way is the key to success in the digital world. Come learn from these seasoned pros what is working for them and how you can apply it to your own situation right now.

Moderator: Brad Wilke
Co-Founder & Principal Smarthouse Creative

Michelle Haines
Director of Sales and Marketing Teatro ZinZanni

Jason Huynh
Digital Marketing Manager SEATTLE SYMPHONY

New Branding Strategies for Driving Ticket Growth: When Clarity of Brand Helps Boost Overall Sales

Embracing change is fundamental to the success of any arts organization, but it can be intimidating to deviate from a longstanding strategy. Join us for a discussion with Michelle Haines, VP of Sales and Marketing at Teatro Zinzanni, to learn how they increased ticket sales by shifting to a brand-centric sales strategy that delivers the ultimate customer experience, powered by today’s technology.

Michelle Haines
Director of Sales and Marketing Teatro ZinZanni

Moderator: Michael Stein
Senior Director of Partnerships at EveryAction

Missy Allnut
Sales Engineer accesso ShoWare

Wendi Yanez
Sales Director accesso ShoWare

Kathleen Gaines
MarinArts Marketing & Development Director

Mark Sabb
Senior Director of Innovation and Engagement Museum of the African Diaspora

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

May 3, 2017:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Plenary
Panel
Opening Reception with one-on-ones

May 4, 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!