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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

Taking Out the Guesswork: Using Research to Build Arts Audiences

Cultivating new audiences and strengthening bonds with current attendees is a top priority for most arts organizations. Yet even though audience research can help achieve those goals, many arts organizations shy away from it, often citing lack of money, time or skills to carry out the endeavor. This talk will outline key recommendations from a new guide published by The Wallace Foundation on how market research can help arts organizations: learn about potential audiences to understand barriers preventing their attendance and potential points of engagement; develop more effective promotional materials; and assess progress toward audience-building goals. The talk will also cover how to carry out the research effectively for each of those purposes (in both low-cost and more elaborate ways) and how to bring together an organizational team to manage the work.
Paul Miller
VP Sales & Marketing PatronManager

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

David Ciano
Account Executive Spektrix

Ethan Joseph
Account Manager Spektrix

Moderator: Kim Glann
Director of Communications & Marketing Ford Theatres

Moderator: Genevieve Macias
Director of Development & Communications Long Beach Symphony Association

Moderator: Bill Watson
Director of Media & Marketing WordTheatre

Nancy Fox
Principal Negotiation Fox

Mark McMaster
Head of US Online Sales Snap Chat

Courtney Moore
Senior Venue Advisor Goldstar Events

April Moon
Associate Director of Audience Services Canadian Stage

Nicole Dunn
CEO Dunn Pellier Media, Inc.

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

Michael Betts
Box Office Manager Musical Theatre West

Rachel Marks
Relaxed Performance Consultant

Tom Loveman
Producer/Writer/Editor/Marketing Specialist

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

Ryan Choura
CEO Choura Events

Karen Turner
Senior Manager of Patron & Operations Services Young Centre for the Performing Arts

Marlinda Menashe
Director, Institutional Giving and Government Relations LA Opera

Liz Linares
Co-Founder RousseauLinares

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

Aaron McFarlane
Director of Education & Community Engagement Toronto Symphony Orchestra

Natacha Rousseau
Public Relations Consultant RousseauLinares

Mariluz Gonzalez
Founder/Owner Vesper Public Relations

 

Transformation or Bust: When Hustling Ticket Sales and Contributions is Just Not Cutting It Anymore

Diane Ragsdale will give a keynote exploring concerns over lack of engagement with the arts, which she relates to a growing market ethos in the arts and culture sector that treats communities like markets, citizens like consumers, and culture as an exploitable product. She argues that a market ethos is particularly troubling in the arts and culture sector because, on the most basic level, art is a mechanism through which we share with one another what it means to be human. Through inspirational ideas, practical actions, and industry examples, she challenges arts organizations to resist the ethos of the market and uphold their role as purveyors of a different value system.
Diane Ragsdale
Lecturer Erasmus University Rotterdam

Kenneth Foster
Account Executive Spektrix

 

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

The election of November 2016 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.
 

Creating Contemporary Relevance to Mission

With its vast collections and growing audience, it is important that the Art Gallery of Ontario remain relevant both to its visitors and donors.  Stephan Jost will talk about great works of art and how to link them to mission-centered fundraising.
Stephan Jost
Director and CEO Art Gallery of Ontario

 

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

 

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

 

State of the Art: Equity, Diversity and Inclusion -- Where Are We Now?

Donna Walker-Kuhne
Senior Advisor, Community Engagement New Jersey Performing Arts Center

 

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

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

 

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: TJ Gorton
Director of Marketing SFJAZZ

Aubrey Bergauer
Executive Director California Symphony

Lindsay Saito
Marketing Producer San Francisco Museum of Modern Art

Stephanie Weisman
Artistic/Executive Director The Marsh

 

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

 

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

 

Who Are You and Why Should We Pay Any Attention?

Chatter is your best advertising; are you participating in the conversation?  If social media perks up or deflates attendance, what’s being said that really matters and what are you doing to support or change it?  When people talk honestly about an experience, 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.
Jim Royce
Principal Anticipation Marketing

 

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)

 

Equity in the Arts: National Town Hall Meeting On Equity Within Arts Organizations in Today's World

This esteemed panel will address such issues as "What does equity look like in today's non-profit arts organizations?  How does this effect programming, fundraising, grants? What are ways in which the arts can lead to create a more just and inclusive environment?”  Bring your questions, experiences and hopes to this rich, critical dialogue.  What does equity mean to you and your organization?
Moderator: Meghan Villanueva
Grants Manager Spectrum Dance Theater

Tera Beach
Executive Director Seattle Art Museum

Priya Frank
Associate Dir of Community Programs Seattle Art Museum

Robb Hunt
Executive Producer Village Theatre

Dominica Myers
Associate Director of Administration Seattle Opera

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

 

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

 

Part of the Digital Marketing Track - Growing Your Audience with Email Marketing

As social media becomes a busy pay-to-play marketplace, the impact of building strong email relationships has never been more critical.
Email is the most cost-effective way to engage people and grow audiences. In this session, you'll learn the latest email marketing trends, including:
  • How the email newsletter The Skimm grew from 0 to 7 million subscribers in 7 years. Hint - it's all about the writing!
  • Best practices for avoiding the spam folder.
  • Two techniques guaranteed to increase your reach with fans who aren't already on your list.
  • The best way to integrate your email list with the Facebook Ad Manager to maximize your R.O.I.
Moderator: Keith Tomasek
Digital Marketing Strategist

 

Not Just Welcoming -- but EMBRACING -- a Diverse Audience

The performing arts are in a time of flux. The traditional patron base is eroding, consumer trends and expectations are shifting dramatically and Canadian demographics are changing. How do performing arts organizations adapt their offering and approach to ensure new audiences not only feel welcomed, but embraced? In this session, Amy and Shannon will share the NAC’s approach to expanding and diversifying the NAC’s visitors, often in the context of limited resources. Amy will also share a case study on the launch of the world’s first national Indigenous Theatre, with focus on Moshkamo: Indigenous Arts Rising, a unique Indigenous arts and community festival that marked its opening.
Shannon Urie
Interim Executive Director of Marketing National Arts Centre

Amy Ede
Marketing and Communications Officer Indigenous Theatre

 

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

 

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!
Arie Levine
Senior Marketing Manager Ahmanson Theatre and Mark Taper Forum

Michael Betts
Box Office Manager Musical Theatre West

 

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

 

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.
Moderator: Genevieve Macias
Director of Development & Communications Long Beach Symphony Association

Julie Fossitt
Manager, Cultural Marketing Cultural Services, City of Kingston

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.

 

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 time and get better 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!
 

AFTERNOON INTENSIVE

Building “Stickier” Relationships: A Case Study in Subscriptions

Where is the line between a casual consumer and an arts enthusiast and how can arts organizations encourage loyalty? A recent study from Oliver Wyman, “Reimagining the Orchestra Subscription Model,” commissioned by the League of American Orchestras, argues that American orchestras can meet their challenge to retain subscribers and grow revenue by exploring methods used in other industries (e.g., retail, grocery, fitness), that build “stickier” relationships with customers. In this session, the author and key members of the study will discuss how these findings could be applied to your organization. Attend to find out how!
Namita Desai
Namita Desai Oliver Wyman

Jack McAuliffe
President Engaged Audiences

Sean King
Principal Aspire Arts Consulting

Henry Ruddle
President Ruddle Consulting

Jackie Ernst
Consultant The Ostara Group 

Moderator: Andrew Block
Manager of Off and Off-Off Broadway Services Theatre Development Fund

Dustin Brauneck
Director, Relationship Marketing New York City Ballet

Gina DiRado
Director of Development Orphaned Starfish Foundation

Dan DeMato
President FutureTix

Moderator: Melissa Klein
Director of Sales & Marketing Blue Man Group

Andrew Thomas
Director Ynys Consulting Ltd

Moderator: Tyler Bennett
Vice President, Sales Vendini

Victoria Laberge
Director of Development Nightwood Theatre

Adam Mehring
Senior Consultant Oliver Wyman

April Moon
Associate Director of Audience Services Canadian Stage

Elizabeth Santana
Managing Director Palo Alto Players

Kristen Nehls
Senior Consultant Oliver Wyman

Jim Royce
Principal Anticipation Marketing

Rachel Marks
Relaxed Performance Consultant

Phil Haas
Director of Marketing and Communications Classic Stage Company

John Issendorf
Owner Issendorf Projects

Dan Demers
Executive Artistic Director Hillbarn Theatre

Karen Turner
Senior Manager of Patron & Operations Services Young Centre for the Performing Arts

Karen Yair
Vice President, Knowledge Center League of American Orchestras

Veronica Shea
Marketing Manager Primary Stages

Aaron McFarlane
Director of Education & Community Engagement Toronto Symphony Orchestra

 

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.
Katie Sword
Vice President of Marketing New Jersey Performing Arts Center

 

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.
 

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

 

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
 

VIEW FROM THE TOP

Generating Sponsors, Patrons and Donors in a Changed Marketplace

The future isn't what it used to be. Our sponsors, patrons and donors have increasing opportunities that are competing for their time and money -- and their expectations of us have changed as well.  Massive studies of subscription renewal challenges and resistance to major philanthropic investment are leading to new strategies for both marketing and fundraising.  Kay Sprinkel Grace, author, consultant, and President of the Board of Philharmonia Baroque Orchestra will challenge us with provocative ideas and bold strategies.
Kay Sprinkel Grace
Board President Philharmonia Baroque Orchestra and Chorale

 

BREAKOUTS AND PANELS

Dancing With The Stars: Come Together, Right Now — A Town Hall Meeting On Inclusivity

What does inclusivity in the arts mean to you? Can arts organizations be catalysts for understanding and action to counter the devisiveness that exists in current society? Join Donna Walker-Kuhne and a panel of seasoned professionals for this critical discussion on powerful ways we can move forward together.
Donna Walker-Kuhne
Senior Advisor, Community Engagement New Jersey Performing Arts Center

Shruti Adhar
Executive Director The Knights

Michael Robertson
Managing Director The Lark

Rasu Jilani
Director of Cultural Diversity and Strategic Partnerships NEW INC

 

Dancing With The Stars: 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? 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!
Moderator: Alisa Martin
Vice President, Educational Operations Tenement Museum

Ayofemi Kirby
Senior Publicist/Communications Manager The Schomburg Center for Research in Black Culture, New York Public Library

Sami Abu Shumays
Deputy Director Flushing Town Hall

Sandra Jackson-Dumont
Frederick P. and Sandra P. Rose Chairman of Education Metropolitan Museum of Art

Sita Frederick
Director of Community Engagement Programs at Lincoln Center Education Lincoln Center For the Performing Arts

 

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)
 

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

Moderator: Keith Tomasek
Digital Marketing Strategist

Michael Betts
Box Office Manager Musical Theatre West

 

How to Capture that Elusive Younger Audience

From which social media channels are working to special pricing and transportation strategies, you’ll learn from two seasoned veterans what it takes to find and reel in those fickle hipsters.
Christi Rutledge
Direct Marketing Manager Stratford Festival

Karen Elizondo
Account Executive Spektrix

Sean ONeill
Associate Director, Adult Programming & Partnerships AGO - Art Gallery of Ontario

 

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

 

Creative Campaigns that Break Through

Let's be honest: most arts organizations use the same formula for ads, featuring a show's title, image, and details. The advertising landscape has changed, though, and it's increasingly harder for our messages to break through and capture attention. Join us for this session about how to re-work your creative briefs and think about creative campaigns and digital content differently.

We'll approach this topic by looking at a case study from TIFF. TIFF is best known for its 40 year history as a film festival in Toronto. In 2001, TIFF established Canada's Top Ten Film Festival  to celebrate and promote contemporary Canadian cinema and raise awareness of Canadian achievements in film. The 10-day event presents public screenings of the selected films accompanied by introductions and Q&A sessions with filmmakers, as well as special events, industry panels and free engagements.

There's an good chance that you haven't heard of Canada's Top Ten Film Festival, though. As a Globe and Mail article from last September pointed-out, "anglo-Canadians do not go to the theatre to see movies made by their countrymen." In fact, only 5% of tickets sold at movie theatres in this country every year are to Canadian films. TIFF's Marketing and Digital leads for Canada's Top Ten Film Festival - Sal Patel and Julie Strifler - had the challenge in 2015 to make Canadian film feel cool and give people a reason to see and support Canadian films. Come learn how they've started along this path and, in year one, increased attendance by 10%. Alison Uttley from Luminato Festival moderates.
Alison Uttley
Associate Director, Marketing Luminato Festival

Josh Klein
Northeast Sales Director accesso ShoWare

Moderator: Jen Lee
Philanthropic Advisor Seattle Foundation

Sal Patel
TIFF Digital Studio

Wendi Yanez
Sales Director accesso ShoWare

Jérémy Jolley
Associate Director of Artistic Collaborations Seattle Symphony

Julie Strifler
Marketing Manager TIFF

LaNesha DeBardelaben
Executive Director Northwest African American Museum

Christy Wood
Associate Vice President of Marketing & Sales Seattle Symphony

Jackie Ernst
Director of Philanthropy Seattle International Film FestivalJ

 

Dancing with the Stars: What Do Customers Expect in 2016 — and Beyond?

Companies place a great deal of importance on meeting customer expectations. For some, providing a good customer “experience” is a top strategic priority, but what does that mean​ and what else should you be considering? ​Hear from experts as they share what customers are expecting in 2016, covering a spectrum from data analytics, the digital experience and the in-person experience​ to name a few.​
Dov Goldstein
Principal Consultant Lord Cultural Resources

Peter Baker
Vice President and Practice Leader Environics Analytics

Jim Royce
Principal Anticipation Marketing

Ford Shirriff
Partner/Vice President Triangles

 

Facebook for Your Business

Maximize sales and generate leads by leveraging Facebook as a vital marketing platform. 

Agenda:
  1. Critical Success Factors for your  Facebook marketing campaigns
  2. Top Facebook marketing mistakes to avoid
  3. Tips to tailor your marketing and engagement content
  4. Using your existing audience to amplify your Facebook campaigns
Aaron George
Digital Marketing Manager Stratford Festival

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

 

Reinventing the Wheel: How to Keep Rolling in the Face of Big Change

The performing arts world is full of change. Audience demographics are shifting. Funding opportunities continue to be a moving target. The local and global economy are in flux. That change can show up in different ways for different organizations. What happens when you're faced with a big change that makes you evaluate your reason for being and where to go next? 

In this session, Amanda Fleming will highlight how the Toronto Centre for the Arts has navigated a big shift in mandate that resulted in not one but two new audiences, and a major construction project that split its main stage into two remarkable performance spaces. Together, Amanda and Ellipsis Digital's Brett McKenzie will share how the venue's story translated into the online space, and how that space has helped to serve and promote the Centre's clients like never before. 
Amanda Fleming
New Media + Marketing Coordinator Toronto Centre for the Arts

Zannie Voss
Director National Center for Arts Research and Professor of Arts Management at Southern Methodist University

Brett McKenzie
Relationship Manager Ellipsis Digital

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

Laurie Kinsman
Marketing Manager The ACT Arts Centre

Andrew Amos
Business Development Manager Ellipsis Digital

Chris Marcacci
Director of Marketing The 5th Avenue Theatre

Amy Gentry
Director of Sales & Marketing ACT Theatre

 

Plenary Panel: Dancing with the Digital Stars

Digital is no longer a buzz word or an aspiration part of the marketing and fundraising mix. Its the main launching pad for strategies and tactics. This year's Dancing with the Stars panel will shine the spotlight on how colleagues are optimizing digital - from on-line advertising to mobile websites to engaging patrons via social media to activating donors. Each star will provide their experience on a different element of the digital sphere. Come ready to ask questions and fill your toolbox.
Moderator: Brad Wilke
Co-Founder & Principal Smarthouse Creative

Michelle Haines
Director of Sales and Marketing Teatro ZinZanni

Jason Huynh
Digital Marketing Manager SEATTLE SYMPHONY

Moderator: Gina Snow
Marketing & Grant Manager Lorraine Hansberry Theatre

Moderator: Keith Tomasek
Digital Marketing Strategist

Crystal Brewe
Senior VP of Strategic Marketing & Communications Kimmel Center for the Performing Arts

Drew McManus
Principal Venture Industries Online

Maureen Andersen
President & CEO International Ticketing Association (INTIX)

Judy Haber
Senior Partner Performance Sponsorship Group

Chris Dorscht
Sales Director Mirvish Productions

Jason Narin
Patron Services Manager Smuin Contemporary Ballet

Dorothy Downs
Founder and Executive Director Forest City Film Festival

Ceci Dadisman
Digital Marketing Manager FORM

Victoria Maginnis
Data Intelligence Manager Mirvish Productions

Kyle Sircus
Director of Marketing Playwrights Horizons

Jim Royce
Principal Anticipation Marketing

Drea Kerr
Manager, Marketing & Development Stratford Summer Music

Trudy Watson
Director of Marketing Stratford Festival

Lee Barkley
Director of Technology, Consumer Experiences Lincoln Center for Performing Arts

Belinda Bale
Senior Associate Director of Communications National Ballet of Canada

Will Nolan
Senior Vice President of Communications & Administration Parent Project Muscular Dystrophy

Aaron Boyd
Senior Manager, Sales and Analytics Shaw Festival

 

The New Mobile Paradigm – Why You MUST Understand It

It is no longer optional to have a responsive mobile website both from a visitor and search engine perspective. We will cover the impacts and necessities of mobile. What are the types, trends and consequences of your mobile site? What do your analytics tell you about mobile? What works and will work in M-commerce? (and how that may change in the next 5 minutes!). The basics and distinctions of Apps will be discussed.
Tod Wilson


Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation

Evan Cartwright
Data Operations Manager Seattle Symphony

Shawn Ingram
Vice President Arts Consulting Group

Moderator: Sharon Williams
Executive Director Central District Forum for Arts & Ideas

Moderator: Brad Wilke
Co-Founder & Principal Smarthouse Creative

Jackie Ernst
Consultant The Ostara Group 

Moderator: Keith Tomasek
Digital Marketing Strategist

Moderator: Carol Fox
President Carol Fox and Associates

Karen Elizondo
Account Executive Spektrix

Moderator: Meghan Villanueva
Grants Manager Spectrum Dance Theater

Mason Jay Blacher
President Mason Jay Blacher & Associates

Moderator: Jen Lee
Philanthropic Advisor Seattle Foundation

Wendi Yanez
Sales Director accesso ShoWare

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

Dorothy Downs
Founder and Executive Director Forest City Film Festival

Paul Natkin
Photographer Photo Reserve

Laurie Kinsman
Marketing Manager The ACT Arts Centre

Jérémy Jolley
Associate Director of Artistic Collaborations Seattle Symphony

Christine Lessard
Director The Presidents Circle at The University of Washington

Alina Santillan
Director Seattle Centers Racial Equity Cohort

Tera Beach
Executive Director Seattle Art Museum

Jim Royce
Principal Anticipation Marketing

Drea Kerr
Manager, Marketing & Development Stratford Summer Music

Bonnie Rosenberg
Manager of Rights and Images Museum of Contemporary Art Chicago

Chris Marcacci
Director of Marketing The 5th Avenue Theatre

Sarah Manriquez
Director of Sales and Operations Manager Fairbanks Concert Association

LaNesha DeBardelaben
Executive Director Northwest African American Museum

Priya Frank
Associate Dir of Community Programs Seattle Art Museum

David Zivan
Group Editor Modern Luxury

Amy Gentry
Director of Sales & Marketing ACT Theatre

Christy Wood
Associate Vice President of Marketing & Sales Seattle Symphony

Robb Hunt
Executive Producer Village Theatre

Meghan Villanueva 
Formerly Marketing & Development Manager Spectrum Dance Theater

Steven Mandell
Partner Mandell Menkes LLC

Jackie Ernst
Director of Philanthropy Seattle International Film FestivalJ

Dominica Myers
Associate Director of Administration Seattle Opera

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

 

It’s Google’s World, We Just Live In It …

In this session find out how Google AdWords can benefit your arts organization by increasing awareness of your brand. Learn new ways to target your current audience and reach new audiences.
 
Leverage your Google Grant to increase awareness of your brand. Integrate your Google paid campaign with your Google Grant to maximize your budget. Make search ads stand out.  Learn basic retargeting techniques in both AdWords and Analytics and how to generate new audiences through keyword and placement targeting. Learn the basics of Analytics to answer questions such as: How much did my campaign bring in? It didn’t convert but was it “successful”?
Rachel Purcell
Consultant Capacity Interactive

Kerry Tucei
Marketing Manager Carnegie Hall

Jack McAuliffe
President Engaged Audiences

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

Donna Walker-Kuhne
Senior Advisor, Community Engagement New Jersey Performing Arts Center

Moderator: Melissa Klein
Director of Sales & Marketing Blue Man Group

Crystal Brewe
Senior VP of Strategic Marketing & Communications Kimmel Center for the Performing Arts

Judy Haber
Senior Partner Performance Sponsorship Group

Sandy Liu
Marketing & Business Consultant SL Arts & Culture Strategies

Michael Crane
Manager, Revenue Strategies & Analytics The Broad Stage

Larae Ferry
Deputy Director of Marketing Alvin Ailey American Dance Theater

Allison Bone
Senior Consultant KCI

Jim Royce
Principal Anticipation Marketing

Rachel Detamore
Venue Advisor Goldstar

India Haggins
Director of Ticket Sales and Marketing Jazz at Lincoln Center

 

Press Play With Your Video Strategy

Video has become an increasingly integral part of social media marketing, but it can often feel intimidating and expensive to produce. In this session, you will learn how to deepen relationships with your audience through video, and which mistakes to avoid when using video across the many available social platforms. We will discuss how to best optimize your existing videos to reach a wider audience, and dig into all things Snapchat--how it works, how others are using it well, and why it is the most buzzed-about platform this year.
Adrienne Stortz
Director of Growth & Marketing Edify Technology

Alison Uttley
Associate Director, Marketing Luminato Festival

Roxana Rusowsky
Interactive Marketing Manager SONY CENTRE FOR THE PERFORMING ARTS

Duncan Webb
President Webb Management Services, Inc.

Moderator: Keith Tomasek
Digital Marketing Strategist

Drew McManus
Principal Venture Industries Online

Karen Elizondo
Account Executive Spektrix

Cynde Cerf
Marketing and Communication Coordinator Chandler Center for the Arts

Sarah Caswell
Client Success Manager Spektrix

Dr. Zannie Voss
Director SMU DataArts

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

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

Sarah Cho
Senior Search Analyst Capacity Interactive

Ceci Dadisman
Digital Marketing Manager FORM

Jim Royce
Principal Anticipation Marketing

 

Beyond Butts in Seats: Development Plus Marketing

Although we all work toward the same goals in the same institution, it’s often difficult to find the sweet spot between marketing and development that allows for successful collaboration and yields results which reflect well on both departments. In this session participants will explore and discuss best practices and approaches, and look in-depth at recent examples of successful collaborations that take advantage of the unique capacity and strengths of each department. Participants are encouraged to attend with their development/marketing colleagues to take full advantage of the discussion, workshop and Q&A.
Bill Rhoads
Vice President of Marketing & Communications Orchestra of St. Luke's

William Pitcher
Founder Pitcher Group Sponsorship + Philanthropy

Stephan Jost
Director and CEO Art Gallery of Ontario

Kenneth Foster
Account Executive Spektrix

Julie Fossitt
Manager, Cultural Marketing Cultural Services, City of Kingston

Moderator: Keith Tomasek
Digital Marketing Strategist

Rob Bailis
Artistic and Executive Director The Broad Stage

Rosemary Maggiore
VP, Consumer Brands AudienceView

Shannon Urie
Interim Executive Director of Marketing National Arts Centre

Crystal Wei
Director of Development Orchestra of St. Luke's

Chris Dorscht
Sales Director Mirvish Productions

Victoria Maginnis
Data Intelligence Manager Mirvish Productions

Bethany Rickwald
Executive Editor TheaterMania

Amy Ede
Marketing and Communications Officer Indigenous Theatre

Tahra Millan
VP/Chief Marketing Officer Caramoor Center for Music and the Arts

Allison Bone
Senior Consultant KCI

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

 

Generational Marketing & Development I -The Research

Our markets are now made up of six generational cohorts (Seniors, Retiring, Empty Nesters, Singles, Millennials and Founders) — each with different preferences for consuming our offerings. Gain insight into the behavior of each cohort from the findings of the 2015 Patron Growth Initiative 3.0 of the Orchestra Senior Marketing Professionals group and their Development counterparts, with data analysis and research by Prescott and Associates.
Jack McAuliffe
President Engaged Audiences

Maureen Andersen
President & CEO International Ticketing Association (INTIX)

 

Generational Marketing & Development II -The Implementation

Learn the strategies and tactics performing arts organizations are employing to effectively engage members of the six generational cohorts studied in the research presented in the preceding session, Generational Marketing & Development I — The Research
Jack McAuliffe
President Engaged Audiences

Judy Haber
Senior Partner Performance Sponsorship Group

 

How Are You Doing? The Art and Science of a Marketing & Communications Audit

Why should accountants have all the fun? Conducting a Marketing & Communications Audit is an essential first step for some and a necessary annual check-up for all. Learn evaluation techniques to make sure your organization’s marketing plan is on target. What needs to be added? What can be left out? This fast-paced interactive session will guide you through the steps you should take to review your media mix, messaging and market. Is your message on point? Are you maximizing your social media platforms? Are you reaching all of your audiences effectively? Are you saving time and money by letting go of things that aren’t working? Gain unique insights into your current plan and access to a do-it-yourself kit for 2016 success.
Jim Royce
Principal Anticipation Marketing

 

The Time is NOW for Implementing a Diversity Plan: A Conversation with Donna Walker-Kuhne

Most arts organizations have plans for adopting diversity and inclusion practices more earnestly, but too often those plans are not implemented for any number of reasons.  It’s time to get past the planning phase and on to the doing phase. Listen in as Cathy Levin interviews nationally renowned expert Donna Walker-Kuhne on how to truly diversify your audience, your Board, your staff and more, and then contribute your comments to the conversation and ask your questions specific to your situation.
Cathy Levin
Vice President of Marketing New Jersey Symphony Orchestra

Donna Walker-Kuhne
Vice President Community Engagement New Jersey Performing Arts Center

Tom Mitze
Interim Programming Director Cerritos Center for the Performing Arts

Jim Royce
Principal Anticipation Marketing

Michael Betts
Box Office Manager Musical Theatre West

BT McNICHOLL
Producing Artistic Director La Mirada Theatre

 

Target Practice: Niche Marketing and Marketing Partnerships

Whether you’re one-person organization or a relatively large in-house agency, any organization needs to be as efficient as possible with their marketing dollars. In this workshop, learn how to identify and plan to reach your target market. Billboards in Times Square are not on the agenda. Also, learn to save money and stretch your resources to maximize the dollars you do spend on media, or any cross-promotion relationship, with marketing partnerships. Prepare to contribute your own successful examples, or challenges, with your colleagues.
Jennifer Hempel
Associate Director, Single Ticket Marketing Carnegie Hall

Jordy Yack
Communications Coordinator FirstOntario Performing Arts Centre

Arie Levine
Senior Marketing Manager Ahmanson Theatre and Mark Taper Forum

Michael Betts
Box Office Manager Musical Theatre West

 

Audience 360: Broadening Audience Reach Within A Performing Arts Collective

In just under 3 years, with over 40 performing arts groups, sharing a collective database of over 4 million unique households and growing, Audience 360 is becoming a vital coalition for NYC’s Performing Arts Marketers. A marketing, research and advocacy tool, its goals are to cost-effectively identify targeted and qualified arts consumers; to simplify cultural list exchanges between participating non-profit arts organizations, reducing list exchange fees; and examine consumer behavior through market analysis and aggregated research. Come learn about the many benefits of such a collective from Committee Chairperson, Eric Nelson of Kaufman Music Center, and hear specific case studies from two of its members – Phil Haas, Director of Marketing for Primary Stages and Michael Naess, Director of Marketing and Communications for Orpheus Chamber Orchestra.
Moderator: Eric Nelson
Director of Marketing & Communications Kaufman Music Center

Shawn Ingram
Vice President Arts Consulting Group

 

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

It’s no longer about competing with a neighboring theatre 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.
Moderator: Philip Riccio
Artistic Director The Company Theatre

Wendi Yanez
Sales Director accesso ShoWare

Joe Wettstead
Director of Client Success accesso ShoWare

Michael Sinclair
General Manger Obsidian Theatre

Suzy Silvestre
Recreation Program Coordinator Lancaster Performing Arts Center

Mirali Almaula
Editor-in-Chief Intermission

 

Careful What You Wish For…

Acquiring new customers is a constant need for cultural organizations. The staff and material resources needed to identify and attract new prospects however, is increasingly expensive — a daunting challenge. “I wish we could just get them in the door”, echoes in many development departments. Well, what if you did? What if thousands and thousands of new prospects simply and suddenly walked right through the front door and joined your membership program? What would you do?

Over the last twelve months, this wish has come true for 30 cultural organizations throughout New York City! Following the launch of Mayor Bill de Blasio’s ID NYC program to offer a city-issued identification card to New Yorkers who needed just that—government issued ID—hundreds of thousands of New Yorkers enrolled. A key enticement for enrollment, the offer of a free 1-year membership to any of the 30 participating cultural organizations, became a hallmark of the ID NYC program.  Tens of thousands of citizens enrolled in membership programs throughout the city — from the Brooklyn Botanical Garden to the Bronx Zoo, Staten Island Museum, El Museo del Barrio, and New York City Ballet. Membership ranks swelled, some doubled, and even some tripled. Gulp.

In our panel discussion you will learn how a wide variety of cultural organizations are now managing a deluge of newly interested prospects:

- What are the biggest challenges?
- What benefits are offered?
- How do you manage capacity issues at events?
- How have regular (paying) members reacted?
- What are material costs?
- How many will pay to renew membership for a 2nd year?
 
More questions and answers are now being forged by membership staffers in the cultural organizations managing this influx as the IDNYC program enters its 2nd year, “And another hundred people just got off of the train...!” 
Moderator: Leonard Jacobs
Director of Cultural Institutions New York City Department of Cultural Affairs

Moderator: Eddie Cota
Founder Champion City

Christina Salerno
Executive Director Illinois Philharmonic Orchestra

Douglas J. Hamilton
Director, Membership New York City Ballet

Julia Diamond
Interim Director, Grand Park The Music Center

Stephanie Rodriguez
Membership and Individual Giving Officer El Museo del Barrio

Traci Takahara Slacum
Education Griffith Observatory

 

Creating Custom Experiences Where Every Audience Member is a Star

Expanding upon the previous session, this panel discussion will explore how New York City's top organizations are implementing new subscription, membership and single ticket strategies to meet the demand of the rising "customized" generation.
Moderator: Jamie Grady
Principal Founder I’llgo2!

Sarah R. Mischner
Membership Manager BAM (Brooklyn Academy of Music)

Maanit Zemel
Partner Zemel van Kampen LLP

Michael Gepner
Director of Marketing and Sales Paper Mill Playhouse

Reynaldi Lindner Lolong
Associate Director of Membership The Public Theater

 

2016 Arts Marketing Trends From A-Z

Twenty-six letters in the alphabet. Twenty-six ideas and concepts that are trending in 2016. The Arts Marketing from A-Z webinar explores 26 themes, one for each letter, to make your arts marketing more effective. Updated for 2016, the A-Z session reviews the basics and introduces the latest trends in advertising, marketing, social media, sponsorships and more. Marketing changes in the blink of an eye. Spend this fast-paced, informative hour to gain insight on what will make your 2016 marketing plan a success.
Amelia Heape
Director of Marketing Hollywood Pantages

Ford Shirriff
Partner/Vice President Triangles

 

Corporate Sponsorships: What Do You Have to Sell, and How Do You Deliver?

Hear from three seasoned professionals on where they’ve been and where they’re headed in their corporate sponsorship strategies on pricing, activation, and fulfillment. What have been their successes and what have they learned? Then chime in with your own stories and questions about where to go from here.
Moderator: Shruti Adhar
Director of Development & Engagement Orpheus Chamber Orchestra

Christina Salerno
Executive Director Illinois Philharmonic Orchestra

Fredrick Wodin
Director, Corporate Relations New York City Ballet

Ellen Placey Wadey
Senior Program Officer, Arts & Collections Gaylord and Dorothy Donnelley Foundation

Jonathan Goldman
Manager, Corporate Relations & Sponsorships Carnegie Hall

Edna M. Togba
Chief Development Officer Chicago Sinfonietta

Chantal Bernard
Director, Corporate Relations and Sponsorships BAM

Kim Goldman
Managing Director Lucky Plush Productions

Nathan Armstrong
Director of Foundation and Corporate Relations WTTW|WFMT

 

Bridging the Gap Between Fundraising and Marketing

By changing the way your teams work together you can transform the relationships you have with your supporters. And achieving this change through data is just the beginning. To develop strategies to put fundraising campaigns at the heart of your organisation. Fundraising teams and marketing teams need to join up their understanding of their audiences, sharing data to work more effectively together and speaking to donors and potential donors in a way that recognises their relationship to your organisation at every touchpoint.
Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation

Michelle Cutts
Director of Fundraising and Events Kennedy House

Kari Hueber
Director of Audience Engagement Kitchener-Waterloo Symphony

 

Creating a Performance ‘Test-Drive’: Reaching and Building New Audiences

In September 2012, the Kitchener-Waterloo Symphony presented its first Season Preview concert to a sold-out house. The purpose of this concert was to reach people who had never attended the KWS and introduce them to the experience, while giving them a sneak peek of the season ahead. Through creative programming, leveraging partnerships, building sponsorship relationships and managing costs, this annual event has become integral to new patron acquisition, bringing in upwards of 300 subscribers per season! This case study will outline the essential elements, applicable to arts organizations of all genres, used by the KWS to create an event that allows prospective patrons or clients to experience their core product and entice them to buy.
Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation

Nancy Schnarr
Communications & Digital Strategies Manager Kitchener-Waterloo Symphony

Dr. Bruce D. Thibodeau
President Arts Consulting Group

Kari Hueber
Director of Audience Engagement Kitchener-Waterloo Symphony

 

Campaign Management Using Google Analytics

Learn how to use Google Analytics insights to inform online investment strategy, and how to customize reports and dashboards to solve specific business challenges.
Christine Meehan
Performance Lead: Measurement Google Canada

Judy Haber
Senior Partner Performance Sponsorship Group

 

Shift Happens: What Are You Going to Do?

It’s 2016 and a bold, new world of sponsorship. We can adapt and flourish or, well, actually there really is no alternative. We simply have to work smarter. Sponsorship Consultant, Marian Ruston, spent much of her career in the UK, where she created a model that demonstrates how business can leverage sponsorship and maximize the return on investment. Trends in the sponsorship market have served only to reinforce the holistic approach taken here. The simple, flexible model is multipurpose with uses that range all the way from playing a role in strategic sponsorship planning to acting as a visual aid that will bring clarity to sponsorship discussions with prospects. Find out more about the model and use it as a smart tool in your own practice right away. This session is geared towards small to mid-sized organizations or those beginning their sponsorship efforts.
Marian Ruston
Proprietor Marian Ruston Consulting

Kyle Wright
Digital Projects Director The Shubert Organization

 

Motivating Our Volunteer Leaders for Mutual Success

Chronic resource shortages in the arts means greater dependence on volunteers at all levels to help our organizations survive and thrive. Besides our day-to-day operational volunteers, we rely on skilled volunteer leaders to provide vision, motivation and connection. This workshop will explore best practices in engaging and motivating Board members and other high level volunteers, with an emphasis on building relationships, strengthening loyalty, and providing experiences that are fulfilling for both staff and volunteers.
Moderator: TJ Gorton
Director of Marketing SFJAZZ

Judy Slivinski
Director of Development Winnipeg Art Gallery

Aubrey Bergauer
Executive Director California Symphony

Alicks Girowski
Volunteer Manager Hot Docs Canadian International Documentary Festival

Jim Royce
Principal Anticipation Marketing

Lindsay Saito
Marketing Producer San Francisco Museum of Modern Art

David Vella
Chair, Board of Directors JAYU

Stephanie Weisman
Artistic/Executive Director The Marsh

Olena Decock
Volunteer Office Liaison Hot Docs Canadian International Documentary Festival

 

Black Friday vs. Giving Tuesday: Fostering a Culture of Philanthropy in a Distracted World

Today’s donors are faced with an ever-increasing number of options on how to allocate their charitable gifts each year, from buying membership in the Maestro’s Circle to supporting the crowdfunder looking to start a microbusiness. In this complex fundraising environment, how can we nurture and nudge donors from transactional and incentivised giving to a philanthropic mindset. This panel will explore the shifts in organizational thinking and behaviour that are necessary to foster a culture of philanthropy, where engagement, alignment with values, and relationships are key.
Dan Meagher
Director of Audience Development & Digital Strategy Diablo Ballet

Cynde Cerf
Marketing and Communication Coordinator Chandler Center for the Arts

Judy Slivinski
Director of Development Winnipeg Art Gallery

Ruth Egherman
Director of Marketing and Sales Artsmarketing Services

Allison Bone
Senior Consultant KCI

Jane Hilton
Senior Manager, Philanthropy and Major Gifts Art Gallery of Ontario

Teri Worthington Coombs
Director of Development Soulpepper

 

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.
Sarah Hutton
Director of Sales Choice Entertainment Technologies

 

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.
Duncan Webb
President Webb Management Services, Inc.

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

 

Did You Vote?: Arts Marketing Lessons Learned from the 2016 Election

The 2016 Presidential election is still relatively close in our rearview mirror, however the lessons learned will reverberate for years to come. During this session, we’re not talking about the politics, but rather the strategies, gamesmanship and tactics used within a bruising $1.5 billion campaign that can be takeaways for us all in our future marketing, advertising and communication plans.

This wide-ranging discussion will provide insight from an election campaign in which we all participated and will provide takeaways to help you in your next marketing, promotional or fundraising project. Topics include identifying and motivating your base, the new social media reality, managing online content in the post-election landscape, smart marketing ROI, challenging the status quo, dancing with data and ten top takeaways to put to use upon the return to your office.
Sean King
Principal Aspire Arts Consulting

Kenneth Foster
Account Executive Spektrix

 

The Room Where It Happens: The Eternal Struggle of Marketing vs. Programming

With all due respect to Lin-Manuel Miranda and the cast of "Hamilton," “No-one really knows how the game is played” or “How the sausage gets made” but for far too long marketing has not been in the room where programming and fundraising decisions happen. Attend this session and explore ways for marketing to have a seat at the table when the major decisions facing your organization are made but also learn strategies to maximize the impact of marketing when the deals are already done.

 A quick survey of your current relationship with the programming department will kick the conversation into overdrive for attendees who are faced with advertising and selling programming, which in many cases are not of their own doing. Lest we not forget about fundraising! The impact marketing has on your organization’s fundraising is what leads to success and in some cases to not reaching its full potential. Leave this session with eight actionable takeaways to empower you to schedule a meeting with your boss and fellow colleagues immediately upon your return.
Rachel Purcell
Consultant Capacity Interactive

Sean King
Principal Aspire Arts Consulting

 

Do You Want to Play a Game? Gamification and the Arts

Gamifiction is applying the science and psychology of gaming in a non-game context to motivate and reward visitor actions. Businesses are increasingly discovering and utilizing gamification for marketing. Gamification can be leveraged to drive adoption, engagement, loyalty, sharing, and sales with ROI in mind.

In this presentation we will look at examples of gamification, from simple forms to advanced contests. We’ll show you what’s happening in other industries and how it could be applied to your organization.
Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation

 

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

Barry Johnson
Digital Editor City Arts Magazine

Sarah Kavage
Consultant  Sarah Kavage Studio, LLC

Jayme Yen
Director of Design & Communications On the Boards

 

How to Increase Ticket Sales with Video - A Guide to Making Video Promos More Effective

There is a reason why some promo videos inspire audiences while others don't. And it has little to do with how much you spend or how technically savvy you are. In this session, you will learn the secrets behind many of the most successful videos, what they do differently, how that difference drives an emotional response in the viewer, and how you can too. 
Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google

Mark Ciglar
Founder and Creative Director Cinevative

 

Engaging the Modern Day Ticket Buyer: How to Turn the Last Minute Purchaser into a Lifelong Patron

The modern day ticket buyer is unlikely to plan ahead and inclined to purchase last minute tickets (a recent study shows that 55% of fans buy their tickets the week before a performance, usually due to reduced prices). This session will present strategies to engage the fickle, new theatre-goer throughout the lifespan of your event - from engaging them before they enter the theater, to how to interact during and after the event to keep them coming back. Align marketing, development and box office operations through patron data, in order to best appeal to and retain a dedicated audience. Learn to grow your patron base, while discovering additional resources outside of grants and private donations to keep your business thriving.
Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google

Kathryn Hunt
Product Marketing Manager Vendini

 

How To Learn What Your Audience Is Really Buying

There’s often a misunderstanding between what arts companies are selling and what customers are buying. Bridging this gap in understanding can lead to increased conversion rates, reduced purchase anxiety, and even the development of new products.

Come learn how to make these insights by using the jobs-to-be-done interview framework. Pioneered at Harvard Business School and perfected at startups worldwide, the interview framework shows you how to build a helpful timeline of your customer's engagement with your company — from gaining knowledge through their purchase to unpacking all of the emotions involved. Join us as we provide the tools to impart meaningful change including increased engagement and customer retention.
Sean King
Principal Aspire Arts Consulting

Zachary Laks
Co-Founder Form Theatricals

Anthony Francavilla
Co-Founder Form Theatricals

 

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.
Larry Dean Harris
Principal WORDS

 

Marketing + Development: Breaking Down Barriers / Building New Strategies

Whether it’s earned or donated, the revenue marketing and development is responsible for generating ultimately addresses an identical goal: to serve and further the mission and interests of your organization.  How can both departments work effectively together to achieve revenue targets and engagement goals? Marketing and Development professionals from a variety of disciplines and business models discuss real-life examples of effective coordination and clarify some essential differences between the two departments that could pose challenges to successful collaboration.
Moderator: Bill Rhoads
Executive Director The Chamber Orchestra of Philadelphia

Bruce Leto, Jr.
Membership Manager Curtis Institute of Music

 

Challenges In Fundraising Today

With so much scrutiny on Washington right now, how do you get donors to pay attention to YOU?  Come hear from these development experts on ways to shift the focus back to your organization.
Moderator: Janna Spock
Deputy Director, Patron and Individual Giving The Metropolitan Opera

Liz Fallon Culp
Development Director Playwrights Horizons

Anthony Busti
Senior Director, Donor Information and Analysis The Metropolitan Opera

 

Arts Marketing Trends A-Z

From the Presidential election to Facebook LIVE, the past year gave us many marketing lessons to follow and many to avoid. Join us for the annual update to the popular Arts Marketing Trends A-Z session with 26 tactics and strategies to implement when promoting, advertising and fundraising your way to success in 2017. This fast-paced hour will have you ready for whatever marketing challenges you will face in the coming year with a few takeaways you can even put into action immediately!
Sean King
Principal Aspire Arts Consulting

 

Engaging the Modern Day Ticket Buyer: Turn the Last Minute Ticket Buyer into a Lifelong Patron

 

Millennials in Canada

Their generation is just as large as the Baby Boomers, but Millennials span more life stages: some are still in school and living with parents while others are starting families and careers. However, over the next decade most Millennials will be out on their own, starting careers and families. In fact, the number of Millennial households will double over the next decade and this will have a major impact on consumer expenditures. In this presentation, demographic expert Doug Norris will look at Millennials’ demographics and values, and how they differ from older generations. He will also present some new survey results on how Millennials perceive themselves and their future. Included will be a discussion of different types of Millennials.
Doug Norris, Ph.D.
Senior Vice President and Chief Demographer Environics Analytics

 

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

 

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 

 

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.
 

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?
Tom Mitze
Interim Programming Director Cerritos Center for the Performing Arts

Michael Betts
Box Office Manager Musical Theatre West

BT McNICHOLL
Producing Artistic Director La Mirada Theatre

 

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.
Shawn Ingram
Vice President Arts Consulting Group

 

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.
 

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
 

Expert Eye for Design

Let's go beyond abstract-sounding principles, best practices and rules of thumb to look at real world examples of brochures, websites, postcards and e-blasts that needed some design help to communicate more effectively and therefore sell more tickets -- before and after an outside expert looked them over with an eye for design. Want feedback on your marketing materials? Join the conversation by sending whatever you would like to have reviewed to arts@ruddle.com no later than May 1. Not all submissions will be included in the presentation, but all will receive some expert insights privately.
 

What Drives Audience Engagement?

Gain insight on some of the critical factors that influence the attendance behavior of cultural consumers, recent research that highlights barriers and opportunities in attracting cultural audiences, and potential implications for strategic marketing decisions.
Zannie Voss
Director National Center for Arts Research and Professor of Arts Management at Southern Methodist University

 

Who’s on First? -- The Arts Marketing Team of the Future

Grit. Talent. Creativity. Perseverance. These traits define the flexibility and resilience the marketing team in your organization needs to compete in the future. Join this session as we discuss ways to maximize your team’s skill set for making the right things happen in a changing landscape. How do other marketing departments organize themselves? For your best results, who will do what when?
 

Bring 'Em Back: How to Get Ticket Buyers to Return

They came...they saw...they left. And they're not coming back because you never asked them back. Research company Oliver Wyman says that 50% of your yearly audience are first time attendees and 80% will never return. They won't return, that is, unless you ask them. 

Learn how Diablo Ballet is finding amazing results re-engaging with lapsed ticket buyers and converting them into new subscribers with its innovative Re | Action program. Dan Meagher, Diablo Ballet's Director of Audience Development & Digital Strategy, will show how any sized organization can develop this type of program and suggest tips on how you can rejuvenate lapsed ticket buyers and turn them into loyal supporters.

Ruth Egherman will explore simple, low-cost high touch strategies that build engagement and loyalty that extend the life cycle of your patron. She will discuss ways to identify the stories you have and how to tell your stories to build patron engagement. She will also share easy yet effective ways to stand out in a crowded environment, all designed to make your organization talk-worthy. 
Dan Meagher
Director of Audience Development & Digital Strategy Diablo Ballet

Ruth Egherman
Director of Marketing and Sales Artsmarketing Services

 

Messaging for a New Era

Aligning the language you use with the realities of the world we are now living in is critical for your company’s continued success.

This workshop will explore how marketing and development professionals can better approach audiences and donors as new shifts in the marketplace take hold. For example, there are many predictions and known implications related to the New Tax Laws, in terms of estate planning, itemization and deductions. Understand how these changes could impact how you approach prospects to support your organization. Similarly, shifts in how people do their work and earn a living (e.g., the gig economy) directly impact approaches to marketing and development campaigns. We will find language, timing, and strategies to help you meet audiences where they are. You will leave this session with the beginnings of an action plan in hand.
 

Increasing Patron Loyalty with Memberships that Benefit!

Research shows it costs five times more to acquire new customers than it does to retain existing ones. Existing patrons are more likely to step into deeper levels of commitment than brand new customers and developing these relationships can help these patrons become brand ambassadors in your community, encouraging their friends and family to join them in their next visit, posting about their experiences on social media, and even becoming donors or sponsors.

One of the easiest ways to build strong relationships with your customers is to offer memberships with benefits. By becoming a member of your organization, customers can have access to special perks and incentives that deliver increased value compared to a standard ticket purchase. For some patrons, it also helps develop a sense of community, affiliation, and identity. The benefits to your organization are also strong, as memberships build customer loyalty and create both immediate and long-term revenue streams for your organization. A recent study suggests that fully-engaged customers will deliver a 23% premium over your average customer! Join us to explore how nurturing patron relationships with memberships can positively impact both your organization and the patrons you serve.
Josh Klein
Northeast Sales Director accesso ShoWare

Wendi Yanez
Sales Director accesso ShoWare

 

Between Selena Gomez and Internet Trolls: The Age of Influencers

Word of mouth is by far the most successful marketing technique we have in our toolkit. It’s also the most difficult to earn. Social media now provides the platforms for marketers of all sizes to harness the power of the influencer. But how as arts marketers can we tap into this hot, new form of communication to achieve our goals? Learn the basics and some tips for leveraging influencers to build your brand and audiences.
 

Working With the Soft Side of the House in the Digital Age

While younger audiences and potential donors are looking for increasingly streamlined marketing and stewardship, we know that more than half of those we reach through programming and marketing are over 50 and, while they may also be looking for digital streamlining, they are very responsive to the softer strategies of outreach, high touch stewardship and moves management engagement. Kay Sprinkel Grace, who works with orchestras, opera companies and theaters as well as non-arts organizations, will provide a strategy for balancing your outreach and patron/donor relations in this highly transitional time.
 

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: Erin Fernandes
Marketing Coordinator Peel Art Gallery, Museum and Archives

Khaled Iwamura
Chief Editor & Founder insauga.com

Lucas Cabral
Communications and Digital Media Lead The Robert McLaughling Gallery

Renata Lewis
Co-owner and Marketing Strategist T by Daniel

 

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

 

Part of the Digital Marketing Track - Content: The Currency of Digital Marketing

Content is the Currency of Digital Marketing. But as arts marketers, we must wear a lot of hats. Our to-do lists are a mile long and we rarely have an opportunity to brainstorm creative and inspiring content ideas. Yet, the pressure is on. With a constant stream of social content fighting for people’s attention, how well are you reaching your audience online? This session will give you some of the tools you need to help you create more compelling content. This session will also include tips for creating great social advertising content so you can put your content to work for you.
Rachel Purcell
Consultant Capacity Interactive

 

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

Karen Turner
Senior Manager of Patron & Operations Services Young Centre for the Performing Arts

Aaron McFarlane
Director of Education & Community Engagement Toronto Symphony Orchestra

 

Marketing to Multiple Audiences: Secrets to Success

Keeping up with today’s global communities demands more than a one-size-fits-all marketing plan. Katie Sword, Vice President of Marketing and Communications for NJPAC, New Jersey’s largest and most diverse performing arts center, shows how to connect to rapidly changing audiences by fine-tuning product selling points, recruiting social influencers, and using up-to-the-minute research to target customers.
Katie Sword
Vice President of Marketing New Jersey Performing Arts Center

 

Cultural Facilities as Fundraising and Audience Development Tools

Historically, cultural facilities have been viewed by management as simply the place where the art meets the audience, and also as a drain on scarce human and financial resources. This session will explore the idea that cultural facilities can and should be important tools for audience development and fundraising, based on recent case studies in the sector and specific examples of organizations that are getting much more value out of their facilities.

On the audience development side, we will show examples of cultural organizations that use their facilities as a way to build and strengthen customer relations, building a sense of community and loyalty to the organization through programming and special events. We will also demonstrate how facilities can themselves be used to deploy a range of effective marketing messages and programs.

For fundraising purposes, we start with the idea that every event is a fundraising event and show examples of how cultural facilities can drive annual and capital funding. Then we will explore trends in event and facility sponsorship as a means to improve financial sustainability.
Duncan Webb
President Webb Management Services, Inc.

 

Part of the Digital Marketing Track - Find Out Who the Other 67% of Your Audience Is: How In-Venue Technology is Uncovering “Ghost Audiences”

Imagine if you could capture and sell to everyone who is coming to your shows but hasn’t bought a ticket yet because they are coming with someone who purchased the tickets for them.  This hidden audience is a prime market for buying your tickets, you just need to find out who they are!
 
Most theatres only know one-third of the audience members sitting in their seats. The other two-thirds -- or the non-ticket buyers -- remain a mystery. New in-venue engagement technologies are changing the house map by de-anonymizing audience members and providing a full, 360-degree view of who sits in your seats on any given night. By linking ticket transaction data with on-site patron data – acquired via wifi, social check-ins, pixels and native apps – your venue can employ applications in audience mining, local cross-promotion, and ancillary data monetization that lead to richer patron data, deeper relationships, and more effective marketing opportunities. 
THREE KEY LEARNINGS:
  1. Know more than a patron’s zip code – demographic breakdowns combined with social preference and interest data is essential for audience mining and lucrative data-based revenue streams.
  2. Think outside the seat – concessions, parking, Instagram pics… every piece of information helps you learn more about your audience and their preferences.
  3. Sharing is caring: and it pays the bills –Your clients and fellow luxury brands want and need robust data and behavioral information -- become your industry’s supplier.
Sarah Hutton
Director of Sales Choice Entertainment Technologies

 

Part of the Digital Marketing Track - Your Site is Launched: What is Important for Ongoing Success?

Once your site is launched you should assess your digital presence. We will walk you through options (strategic and tactical) for assessing your results and cover some vital ongoing necessities such as optimization, maintenance and security. This is how you can turn your website from a beautiful showcase into a conversion engine.
Behnam Ataee
CTO Dream Warrior Group / ARTdynamix

LaMae Weber
CEO Dream Warrior Group / ARTdynamix

 

Click. Click. Done. "Must-Have" Google Analytics Settings And Reports

Without a doubt, Google Analytics does all sorts of great things, but that doesn’t mean you are getting a complete picture. To get every benefit of the data, you’ll need to activate and/or setup several key features.

Focusing on the nuts and bolts of Google Analytics, all attendees will receive step-by-step instruction for setting up and using the service, including optimizing data quality and creating custom reports. Participants will master the implementation of must-have settings, configurations, and straightforward yet effective dashboard tools.

Participants are asked to bring their own laptop for this hands-on seminar and will benefit from a substantive Q&A session.

Learning Objectives
  • Activate Demographics and User Metrics
  • Filtering Out Your Own Visits
  • Activate Search Tracking and Enhanced Link Attribution
  • Adjusting Session Settings and Campaign Lengths
  • Setting Your Primary URL
  • Activating Google signals
  • Basic and Custom Reporting
  • How Segmentation can lower costs and maximize engagement
Drew McManus
Principal Venture Industries Online

Ceci Dadisman
Digital Marketing Manager FORM

 

Part of the Digital Marketing Track - Smart Digital Fundraising When Money is Tight

Join us for a discussion with top arts professionals on ways to use digital channels to reach your audiences, spark engagement, and raise more money. We’ll discuss how to make your website donor-ready, improve your donation pages, choose the right donor platform, create powerful email fundraising campaigns, promote monthly giving, use social media, grow your email list, and invest in digital advertising to raise money online.
Moderator: Michael Stein
Senior Director of Partnerships at EveryAction

Kathleen Gaines
MarinArts Marketing & Development Director

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

 

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

 

Copyright Issues in the Digital Age

The impact of social media has created an important need to know what you can and cannot use on social media. Learn how to protect yourself and your company from copyright infringement issues on Facebook, Twitter, Instagram and other social platforms. Learn what media outlets are doing to protect themselves and best practices moving forward. Some questions we will address include; How do I know if the content I want to use is copyrighted? What happens if you use copyrighted material without permission? Can individuals legally post copyrighted content on their Facebook pages? Hear from leaders in the field in this dynamic and timely discussion.
Moderator: Carol Fox
President Carol Fox and Associates

Paul Natkin
Photographer Photo Reserve

Bonnie Rosenberg
Manager of Rights and Images Museum of Contemporary Art Chicago

David Zivan
Group Editor Modern Luxury

Steven Mandell
Partner Mandell Menkes LLC

 

Arts Funding is Dead: Strategies to Breathe Life Back into Your Development Plan

Patron apathy and atrophy, societal changes, foundation recalibration, media overload and more have all put arts funding on life support. Join us for this session exploring the challenges we face and new strategies to take back to the office to help your organization and development department reimagine it's role in the community.  It's time for a new story and we'll give you some helpful building blocks to write your winning narrative.
Sean King
Principal Aspire Arts Consulting

 

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

 

Part of the Digital Marketing Track - Strategic Video Content for Arts Organizations

It’s no longer a question of whether or not you should be using video to reach strategic development, awareness and ticketing goals. The question is: “How can you be utilizing video content most effectively?”
 
In this discussion, you’ll learn how to maximize your video project budget to achieve multiple goals and discover the tools to multi-purpose video production assets across silos in your organization without sacrificing the unique storytelling requirements for each individual audience. Best of all, you’ll workshop a real-world example to experience how these tactics apply to situations meaningful to you and your organization.
Stephanie Shaterian
Owner fLO Content Marketing

 

Development for Marketing People in a Hurry

Arts marketers have a great deal on their plate at any given moment and Development is yet another domain to be conquered. Leave your pre-conceived notions on fundraising at  the door as we learn the strategies and tactics of working hand-in-hand with your development team on new ways to collaborate and drive revenue growth for your organization through uncertain times.
Sean King
Principal Aspire Arts Consulting

 

Strategies to Maximize Long-Term Patron Engagement and Revenue

Based on the experience of more than a dozen large-budget orchestras, learn how significant and how effective Curated Subscriptions, Flexible Subscriptions, Memberships and Customer Onboarding are in generating revenue and customer engagement in the long-term.
Jack McAuliffe
President Engaged Audiences

 

Part of the Digital Marketing Track - Can 100% Digital Marketing Work for Your Organization?

The Phoenix Symphony, has allocated 100% of their single ticket advertising budget to digital for over two seasons. That’s right, zero print ads, good postcards, thanks-for-nothing television and radio. In this session, you’ll learn about the Symphony’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 & growing audiences.
 
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

 

Part of the Digital Marketing Track - Your Site is Launched: What is Important for Ongoing Success?

Once your site is launched you should assess your digital presence. We will walk you through options (strategic and tactical) for assessing your results and cover some vital ongoing necessities such as optimization, maintenance and security. This is how you can turn your website from a beautiful showcase into a conversion engine targeted at ticket buyers and donors.
LaMae Weber
CEO Dream Warrior Group / ARTdynamix

 

Igniting Donors' Passions at Small to Mid-Size Organizations

Listen and learn from this seasoned group of development professionals about what steps to take to turn your fundraising efforts into long-term success.

 

Moderator: Carol Eggers
Development Director Urban Services YMCA

Erica Garber
Director of Development CatchLight

Rozella Kennedy
Director of Marketing & Development California Shakespeare Theater

Ken Levin
Director of Development San Francisco Playhouse

Deb Glazer
Development Director Smuin Contemporary Ballet

Murrey Nelson
Director of Development Chanticleer

 

From First to Loyal: Converting Your Newest Patrons to Returning Visitors and Beyond!

Congratulations! You have new patrons in your doors! But how do you engage and retain them? Learn fail-proof ways to bring back your newest audiences and convert them to lifetime patrons and donors.
Gina DiRado
Director of Development Orphaned Starfish Foundation

John Issendorf
Owner Issendorf Projects

 

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

 

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

 

Finding the Synergy Between Funder Priorities and Organizational Needs

Stop trying to "sell" something others do not want!  Tips and insight for looking between the lines on what funders may be interested in supporting, while simultaneously searching for ways to turn that "may" into a "will" through strategic thinking and planning.
Christina Salerno
Executive Director Illinois Philharmonic Orchestra

Ellen Placey Wadey
Senior Program Officer, Arts & Collections Gaylord and Dorothy Donnelley Foundation

Edna M. Togba
Chief Development Officer Chicago Sinfonietta

Kim Goldman
Managing Director Lucky Plush Productions

Nathan Armstrong
Director of Foundation and Corporate Relations WTTW|WFMT

 

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

 

Building a Successful Major Gifts Plan for Small to Mid-Sized Organizations

How does an organization shift from year-to-year annual giving campaigns to the strategic development of major gifts - while still not losing site of annual realities?  The process of building a major gifts plan for organizations in the small to mid range is not as linear as most of us would hope, yet careful planning, action, and patience can set the stage for success.
Christina Salerno
Executive Director Illinois Philharmonic Orchestra

 

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

 

How to Package Winning Corporate Sponsorships

In this highly interactive session, Ms. Haber will review the guiding principles required to build a sponsorship package. The session will focus on what companies are looking for and why they sponsor. She will review the various categories and assets that arts groups own and how best they can be packaged. Terms and opportunities will be defined and include Official Suppliers, Marketing Partners, Audience Bundled Programs, Naming Rights for various locations in your facility, and Naming Rights for Programming. Ms. Haber will also provide some examples of in-kind sponsorship that can help offset capital and operating budgets.
Judy Haber
Senior Partner Performance Sponsorship Group

 

Four Secrets to Scoring a Major Gift

Like the four legs that keep a table level and steady, these four steps can assure success in a major gift solicitation:

    1. A Cogent and Compelling Case for Support
    2. Qualified Prospects - people with love, not just money, and who are intrigued and captivated by the Case
    3. A Good Ask, well-timed and executed
    4. Leadership (of those who have said 'yes' to the Ask) - hopefully the Board of your institution.

Anyone can learn these, but few practice them consistently.

Colorful examples will illuminate the presentation. In addition to questions, there will be opportunities for audience participation and role-playing based on their own experiences asking for money.
Mason Jay Blacher
President Mason Jay Blacher & Associates

 

Part of the Digital Marketing Track - Hunters & Gatherers: Tracking Down Audiences Through Search, Display & Social Media

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

Chris Marcacci
Director of Marketing The 5th Avenue Theatre

Sarah Manriquez
Director of Sales and Operations Manager Fairbanks Concert Association

 

Winning Ways to Build Community Partnerships and Engagement

Panelists (Development, Education 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: Jen Lee
Philanthropic Advisor Seattle Foundation

Jérémy Jolley
Associate Director of Artistic Collaborations Seattle Symphony

LaNesha DeBardelaben
Executive Director Northwest African American Museum

Christy Wood
Associate Vice President of Marketing & Sales Seattle Symphony

Jackie Ernst
Director of Philanthropy Seattle International Film FestivalJ

 

Why Are They Just Not That Into You? Creative Audience Building Strategies That Repeatedly Bring Visitors Back

Arts organizations are struggling to stay relevant to ever changing audience preferences and behaviors. As audiences age, pockets get tighter and competition for attention gets fiercer -- continuing to do what worked in the past just won’t cut it. Come join our discussion as we share this interactive session on:
  • Breaking out of the scarcity mindset and burnout cycle
  • Common misconceptions and mistakes of audience building strategies
  • The changing mindset of younger audiences
  • Analyzing the Audience Journey based on RAND’s behavioral model
  • How to identify visitor churn and get ahead of it
  • The 3 elements of ongoing audience engagement  
Walk away with frameworks to building sustainable audiences you can apply to your organization today.
Sandy Liu
Marketing & Business Consultant SL Arts & Culture Strategies

 

Maximizing Your Social Storytelling Dollars

Content is the cornerstone of digital marketing. How are you prioritizing your resources for content creation, and allocating media spend on social platforms? As arts marketers, we don't always have limitless budgets. This session will give you the tools you need to help you create more compelling content in a cost-effective way, and will also address when and how it makes the most sense to invest in paid social posts to support your organization's goals.
Rachel Purcell
Consultant Capacity Interactive

 

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

 

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

 

Approaching an Accessible Patron Experience

Arts access can sound like a buzzword: one that organizations use because it makes them feel good or because it’s mandated by law. Beyond those reasons, organizations often have trouble answering why access is a priority. As accessibility awareness grows, arts managers need to establish stronger connections to their access objectives and build audiences by improving the patron experience overall.

This session will focus on shifting the conversation by digging into patron data to help you better understand and meet your audience’s needs. We will outline building blocks for creating an accessible patron experience — from when patrons buy tickets all the way through their time at your venue. Participants can expect to leave this session with concrete tools for growing their relationships with their entire patron base and creating an accessible experience that fits their community.
Sarah Caswell
Client Success Manager Spektrix

 

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

 

If You Build It They Will Come, But First You Have to Build It

Raising money for capital projects presents a unique set of challenges for arts organizations. The sources of funds are diverse, and the pitch to capital funders is very different than for ongoing financial support. In this session we will share recent trends in capital fundraising for arts facilities, identifying best practices and providing valuable insights into how to approach a bricks-and-mortar capital campaign so that you will be ready when the time comes to build or expand.
Duncan Webb
President Webb Management Services, Inc.

 

Part of the Digital Marketing Track - Defining & Developing Customer Experience

From travel to sports to arts, audiences expect organizations to anticipate their needs and provide excellent experiences. This session discusses ways to develop a shared understanding of customer experience across your organization, identify areas of improvement, and measure your progress.
Vince Ford
Vice President, Digital Strategy and Customer Experience New York Philharmonic

 

Part of the Digital Marketing Track - Fundamentals of Search Engine Marketing (SEM)

Most users begin their path to your website on Google or another search engine, so how your organization appears in search results is important. It’s especially important if you have a Google Grant which affords 501(c)3’s up to $10,000 per month in running free search campaigns on Google.com.
In this session, we will cover search engine marketing (SEM) fundamentals, tips for setting up search campaigns in Google Grant account for success and some optimization best practices.
Sarah Cho
Senior Search Analyst Capacity Interactive

 

Part of the Digital Marketing Track -
What Makes Great Content?

Learn from the pros at TheaterMania including Executive Editor Bethany Rickwald and Publisher Rosemary Maggiore how to create content that will generate traffic and audience growth. Learn how the editorial team selects ideas that appeal to their theater loving audiences. Other topics covered: How can theaters and producers get their shows noticed and in front of the media, how to pitch for press and why creating unique and compelling experiences is crucial. We will discuss digital tactics including long form articles, videos and social media programs that have been successful.
Rosemary Maggiore
VP, Consumer Brands AudienceView

Bethany Rickwald
Executive Editor TheaterMania

 

Ten Steps to Building Sponsorship Properties that Sell

The heart of your sponsorship program are the opportunities, aka properties, you can sell to corporate partners. Building compelling properties can help you dramatically increase the interest corporate partners have in supporting you and working together.
Building Sponsorship Properties that Sell will provide you with a ten-step plan to increase the value and appeal of your sponsorship plan. Steps covered will include:
  • How to identify new categories of sponsorship opportunities
  • How to use property bundling to create high-appeal opportunities
  • How to take a specific property and pump up its value with leveraging strategies
  • How to maintain a properties system while tailoring packages to each prospect
This session is for anyone looking to raise more sponsorship funds in all types of arts organizations. However, it is must-attendance for anyone using the Gold, Silver, Bronze approach to sponsorship opportunities or those with multiple sponsors of the same property.
Expect to leave the session with specific individual ideas and a concrete plan of action to raise more funds.
William Pitcher
Founder Pitcher Group Sponsorship + Philanthropy

 

Part of the Digital Marketing Track - Growing Your Audience with Email Marketing

As social media becomes a busy pay-to-play marketplace, the impact of building strong email relationships has never been more critical. Email is the most cost-effective way to engage people and grow audiences. In this session, you'll learn the latest email marketing trends, including:
  • How the email newsletter The Skimm grew from 0 to 7 million subscribers in 7 years. Hint - it's all about the writing!
  • Best practices for avoiding the spam folder.
  • Two techniques guaranteed to increase your reach with fans who aren't already on your list.
  • The best way to integrate your email list with the Facebook Ad Manager to maximize your R.O.I.
Moderator: Keith Tomasek
Digital Marketing Strategist

 

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 Future of Fundraising

Online giving is growing by more than 20% a year. The number of millionaires in Canada could reach more than 2 million by 2023. By 2036, it is expected that more than 30% of the Canadian population will be immigrants. And…today’s washing machine has more computing power than NASA used to land on the moon!

New technologies, evolving models and changing demographics all present new challenges when it comes to fundraising. They also present new opportunities. Explored through that ‘lens of opportunity’, join KCI’s Allison Bone as she shares insights into the implications of these and other trends on fundraising and philanthropy. Based on her experience as a Senior Consultant with Canada’s largest fundraising consultancy, Allison will identify what development professionals should be doing now to be sure they, and their fundraising programs, are ready for the future.

Learning Outcomes:
  • Develop a detailed understanding of the key trends that impact decision makers in the non-profit sector.
  • Be updated on the most current statistics on Canadian philanthropy (individual, corporate and foundation giving) through a compilation of key data sources across the country.
  • Be encouraged to consider how you can apply an understanding of philanthropic trends to your professional work as a fundraiser and leader.
Allison Bone
Senior Consultant KCI

 

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

Moderator: Keith Tomasek
Digital Marketing Strategist

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

 

Dancing With The Stars -- Customer Service: A Necessary Cost to be Minimized OR a Great Investment to be Maximized

This is not a panel, but a brawl. The audience will hear two sides of an age-old argument in the live entertainment and arts world and decide who’s right! Is customer service a necessary expense to be minimized or an investment that pays off for you? You’ll hear the arguments, you’ll ask the questions, and then you’ll decide!
Rosemary Maggiore
VP, Consumer Brands AudienceView

Joseph Yoshitomi
Vice President, Marketing Strategy TheaterMania/OvationTix

Bethany Rickwald
Executive Editor TheaterMania

Kathryn Harrach
Membership and Visitor Services Director The Huntington Library, Art Collections, and Botanical Gardens

Anwar Nasir
Audience Services Manager LA Phil

 

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

 

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

 

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

 

Getting Results with Facebook

Sell more tickets with both organic and paid Facebook content.
Keith Tomasek
Lecturer Western University

 

2X Sponsorship: Raise Your Sights to Raise More Money

Imagine if you could double your sponsorship dollars -- that's 2X Sponsorship. The session will get you started on this highly achievable goal -- raising your sights and giving you specific, success-oriented tools. First, we'll cover how to build sponsorship properties (opportunities) that provide dramatically more value to partners. Then, we'll review how to start developing sponsorship benefits that get both your sponsors and creative team excited. Lastly, we'll go through how to craft a solicitation plan that more consistently and successfully moves prospects from first contact to cheque writing. To support each of these three strategies, you will receive three cutting-edge tools -- a Properties Matrix, a Benefits Ledger and a Moves Calendar. Finally, you'll go home with a specific to-do list so you can hit the ground running when you're back on the job. So, don't miss this opportunity to give your programs and facilities more of the funds they truly deserve.
William Pitcher
Founder Pitcher Group Sponsorship + Philanthropy

 

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

 

Arts Marketing vs The World: Overcoming Routine Marketing Challenges

Working in arts marketing can sometimes feel like swimming against the tide: you know you have a great product/experience, but there are a number of challenges that steer you away from building the effective campaign you have in mind.

Arts marketers often have to navigate the artistic team/marketing divide, struggle with design restrictions from producing companies, use “boxed” campaigns that don’t resonate with the local market…all while working with a shoestring budget.

In this session, we will discuss some tactics on how to overcome these common barriers and produce creative campaigns that break through... and turn the tide.
Alison Uttley
Associate Director, Marketing Luminato Festival

Roxana Rusowsky
Interactive Marketing Manager SONY CENTRE FOR THE PERFORMING ARTS

 

Best Practices for Exceeding Accessibility Laws: Creating Cultures of Inclusion

Join us to share best practices in creating a welcoming and engaging experience for all persons and communities. You'll hear from seasoned professionals representing organizations that run their own venue(s) as well as rental clients. This in-depth discussion will cover a host of successful communication strategies, helpful resources, dynamic community partnerships and more!
Moderator: April Moon
Associate Director of Audience Services Canadian Stage

Kevin Devaux
Manager of Patron Services Toronto Symphony Orchestra

 

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

 

Understanding the Lurker's Journey: Moving from Casual Visitor to Customer

You know they’re out there. The visitors to your website that stop by, maybe look around for a promotion, and leave. How dare they!  In this session, through case studies and data gathered from over twenty art organizations, you’ll learn tactics to convert those visitors and keep them coming back for more. We will talk about:

- Covering all the bases (visitor types – buyer, reader, nudge)
- Visitor Flow analysis – what are the hang points?
- How do you get conversion data when it’s on a separate ticketing system?
- Cookies for redirecting
- Cookies for behavior analysis
- a/b versions – niche promotions
- What do you want to do?  The solutions are limitless
- And more 
Tod Wilson


Shawn Ingram
Vice President Arts Consulting Group

Jackie Ernst
Consultant The Ostara Group 

Moderator: Gina Snow
Marketing & Grant Manager Lorraine Hansberry Theatre

Jordy Yack
Communications Coordinator FirstOntario Performing Arts Centre

Moderator: Philip Riccio
Artistic Director The Company Theatre

Christina Salerno
Executive Director Illinois Philharmonic Orchestra

Moderator: Meghan McNamara
Director of Marketing and Audience Development Harris Theater for Music and Dance

Wendi Yanez
Sales Director accesso ShoWare

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

Todd Vigil
Chief Marketing Officer Phoenix Symphony

Maanit Zemel
Partner Zemel van Kampen LLP

Jason Narin
Patron Services Manager Smuin Contemporary Ballet

Michael Sinclair
General Manger Obsidian Theatre

Ellen Placey Wadey
Senior Program Officer, Arts & Collections Gaylord and Dorothy Donnelley Foundation

Jim Royce
Principal Anticipation Marketing

Mirali Almaula
Editor-in-Chief Intermission

Edna M. Togba
Chief Development Officer Chicago Sinfonietta

Ford Shirriff
Partner/Vice President Triangles

Anna Marie Faulkner
DIRECTOR OF MARKETING Lookingglass Theatre Company

Kim Goldman
Managing Director Lucky Plush Productions

Meghan Villanueva 
Formerly Marketing & Development Manager Spectrum Dance Theater

Charlie Frankel
President Easy-Ware Corporation

Nathan Armstrong
Director of Foundation and Corporate Relations WTTW|WFMT

 

The Evolution of Donor Recognition

In recent years, we have witnessed the evolution of donor recognition and stewardship to include increased focus on the donor experience and donor engagement. Understanding the evolutionary forces at play – and the ways that they are compelling organizations to think differently about their donor recognition program – is key to going beyond the donor wall and unlocking your recognition program potential.

In addition to exploring these topics, this session will review recent trends in donor recognition and encourage you to examine your own recognition program as it relates to translating impact, donor retention and organizational vision.
Allison Bone
Senior Consultant KCI

 

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!  
Wendi Yanez
Sales Director accesso ShoWare

Joe Wettstead
Director of Client Success accesso ShoWare

Suzy Silvestre
Recreation Program Coordinator Lancaster Performing Arts Center

 

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