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National Arts Marketing, Development & Ticketing Conference, New York

03.15.18 - 03.17.18


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.


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!


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.


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


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

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?

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


Audience 360: Broadening Audience Reach Within A Performing Arts Collective

In just under 4 years, with over 40 performing arts groups and cultural institutions, sharing a collective database of over 5.6 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 Andrew Block of TDF and Peter Duffin of Lincoln 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.
Peter Duffin
Senior Vice President, Brand & Marketing Lincoln Center for the Performing Arts

Phil Haas
Director of Marketing Primary Stages

Michael Naess
Director of Marketing & Communications Orpheus Chamber Orchestra


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.

Creating a Five-Star Fundraising Plan — Your Recipe for Success

Just as great meals are created one ingredient at a time, so are effective strategic fundraising plans. Join this interactive session that focuses on the steps to design and implement a plan that really "cooks" in maximizing your contributed income and donor relationships. Learn how to craft a recipe that identifies and cultivates the right individual donors through social media, telefundraising, special projects, and more!! Add a touch of the best donor research and planning techniques to capitalize on your unique flavor. Mix in strategies that engage well done corporate and foundation stakeholders. Stir in the best special events and donor benefits that celebrate your impact. Cover how to set realistic timelines and how much "heat" to put on your donor prospects, always making sure they don't get burned. And finally, savor the spice that your organization adds to your community.
Dr. Bruce D. Thibodeau
President Arts Consulting Group


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

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



Our Sponsors

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    Spektrix is a ticketing, marketing and fundraising solution made specifically for the performing arts. With cloud-based technology and world-class support, Spektrix helps 400+ organizations across the U.S., Canada and the U.K. grow their revenue and deepen patron relationships. We do this through providing a system with frequent and seamless upgrades, sophisticated reporting, and free strategic consultation from experienced arts professionals.

    More Info
  • Images

    Dream Warrior Group provides graceful yet technologically savvy solutions for Arts organizations. The goal-driven services focus on audience and action. As your technology advocate, we will be your ally and can manage and fully implement your online presence. Our services (ala carte or contracted) include: Web site design and development, e-marketing, e-promotion, social media management and optimization. We implement your message in a digital environment

    More Info
  • Images

    Theatre Manager™ software is used at Theatres, Festivals, Arenas, Performing Arts Centers, Symphony Orchestras, Museums, Educational Institutions, Municipalities, Non-profit and For-profit organizations.

    Key functionalities:
    - Patron & Household CRM
    - Box Office & Internet Sales
    - without 3rd party fees
    - Development & Donation Management
    - Marketing - including email blasts
    - Artist, Staff & Volunteer Management
    - Financial Controls
    - Facility & Project Management

    Since 1985, our experience has been drawn from 100s of venues, with 1000s of users who use Theatre Manager softwae to track approximately 3/4 of a billion dollars in annual revenue.

    More Info
  • Images

    Behind the world's most successful events. Get your live events discovered, attended and remembered. With our software solutions, audience growth strategies and client communities all working seamlessly together, we help you make event magic. We have 9,000+ venues and 4,500+ clients of all sizes around the world – from the smallest venues to the biggest events. Our vantage point makes us unique in the market. We process over $3 billion in ticketing and fundraising transactions and sell over 110-million tickets each year. We look forward to using our insights and experience to become your essential partner in live events.

    More Info


March 15, 2018:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Opening Reception with one-on-ones

March 16, 2018:
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive

March 17, 2018:
(Conference end at 1:00 p.m.)

Program and speakers subject to change.

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