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07.20.20 - 07.21.20


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



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


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

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


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

Stay Tuned For Many More Sessions To Be Added, Including:

Increasing Revenue While Lowering Costs
Attracting Younger Audiences
Google Analytics
Strategies To Boost Advance Sales
Optimal Pricing
Digital And Traditional Marketing Mix
Social Media As Audience-Building Tool
And More!
(program and speakers subject to change)

Our Sponsors

  • Images

    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


July 20, 2020:
Opening Plenary (Program starts at 9:00 a.m.)
Roundtables with the Experts
Lunch on Your Own
Opening Reception with one-on-ones
July 21, 2020:
Networking Reception with one-on-ones
Roundtables with the Experts
Closing Plenary
Conference ends early afternoon
Program and speakers subject to change.

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