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Miss the Conference Preview Webinar? See it now. |
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INTRODUCTION / HIGHLIGHTS / SCHEDULED SESSIONS / LOCATION DETAILS / SPONSORS / REGISTER |
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AGENDA
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Saturday, October 27 - Special Preconference Focus on Fundraising |
| Day 1 |
Sunday, October 28 |
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| Day 2 |
Monday, October 29 |
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| Day 3 |
Tuesday, October 30 |
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Scheduled Sessions |
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Panelists:
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“If you like Beethoven, may we also recommend…?” Does your box office staff simply take orders or do they up sell patrons to higher-priced seats and, more importantly, to subscriptions? Are they recommending other performances and cross-selling into them? Are you capturing the names, phone numbers and email addresses of everyone that purchases tickets from your box office? Are you limited by the hours your box office is open? Operating a proactive inbound call sales and customer service center can greatly increase your ticket and subscription revenue. Whether you are using in-house staff or outsourcing, learn to maximize revenue through inbound up selling and cross selling. Ronda Combs joined the Nashville Symphony in January 2005. Upon moving to Middle Tennessee in summer 2004, Ronda was named CEO of the Tennessee Hotel & Lodging Association. Previously, she was account supervisor for Marketing General Inc. in Denver, where she handled direct marketing for several non-profit associations and helped launch the firm’s public relations arm. Ronda also served as director of communications for the American Hotel & Lodging Association in Washington., D.C., where she helped manage crisis communications for the lodging industry following the terrorist attacks of September 11, 2001, in addition to other responsibilities. While in Washington, she also handled media relations for D.C.-based rock band Army of Me. Ronda earned her Bachelor of Arts in Government and English from Western Kentucky University and studied law at the Catholic University of America. Ronda serves on the Board of Directors for the Street Theatre Company. A native of Kentucky, Ronda is an avid college basketball fan. She also enjoys traveling, canoeing, kayaking and snowboarding. Phil Miller, President of DCM, is one of the most knowledgeable and experienced telemarketing professionals for non-profit organizations in the country. Since 1985, he has worked in virtually every capacity of telemarketing and telefundraising for the arts, starting as a caller, and working his way up through the ranks. He has been involved in designing and implementing a wide range of telemarketing and telefundraising campaigns for many major non-profits across the country. He has written articles for various trade journals and been a speaker and panelist at conferences and seminars. Phil has a deep, personal commitment to the arts and an extensive knowledge and understanding of how non-profits work. He founded DCM in 1997. |
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Tuesday, |
Attracting Diverse Audiences What do an Asian art museum, Gay theatre, Chicano theatre, and Faith-Based theatre have in common?—the challenge to attract NEW AUDIENCES! It has become abundantly clear that the success and vitality of most arts organizations is the result of intentional inclusion of an entire community. As arts managers are we truly aware of the population demographics which we serve? Are there areas where our reach could be broadened to result in greater vitality and sustainability for our organization? This session will explore creative and innovative strategies to attract the diverse audiences of today. From values-based marketing strategies, to efforts aimed at attracting a younger demographic, to diversifying an already diversified audience, this session will look at some of the new approaches to finding the ever-elusive audience. For over 21 years Paul Stuart Graham Graham has worked in the professional theatre community as a theatre owner/producer, a regional theatre artistic producing director, commercial theatre producer, and theatre educator/administrator/consultant. Mr. Graham has co-produced shows Off Broadway, as well as in Boston and London, and has co-produced with Eric Clapton, Cameron Mackintosh and the late Roger L. Stevens of the Kennedy Performing Arts Center, among others. With Eric Clapton he co-produced the critically acclaimed Off Broadway productions of Dylan Thomas’ THE RETURN JOURNEY, directed by Sir Anthony Hopkins, and the U.S. premiere production of THE TRUMAN CAPOTE TALK SHOW. Mr. Graham has been Artistic Producing Director of the Massachusetts Repertory Company, the owner-producer of the historical Red Barn Playhouse in Michigan, the Managing Director of the California Repertory Company at the Edison Theatre and currently the Producing Director of the award winning Actors Co-op HOLLYWOOD. While with the Massachusetts Repertory, he produced the world premiere of the Mark Bramble (42nd STREET, BARNUM) new musical THE MARRANO and the U.S. premiere of the Cameron Mackintosh (CATS, LE MIZ, PHANTOM OF THE OPERA, MISS SAIGON) new musical, MOBY DICK. Mr. Graham is an alumnus of the University of Massachusetts, Boston University School of the Arts and California State University Long Beach, and has an MFA in Theatre Management. Mr. Graham is an Associate Consultant with Michael G. Dolence & Associates and is a faculty member in the Department of Theatre Arts and Dance at California State University, Los Angeles . Tim Hallman serves as director of marketing and communications at the Asian Art Museum of San Francisco, one of the largest museums in the Western world devoted exclusively to Asian art, and home to the City’s greatest art collection. Employed at the museum for more than 10 years, Tim spearheaded the communications campaign for the opening of the museum’s new critically acclaimed $170 million facility at Civic Center in March 2003. He has also coordinated dozens of marketing and communication plans for the museum’s diverse special exhibitions and public programs. Prior to his work at the Asian Art Museum, Tim was a program coordinator at San Francisco’s Mexican Museum, and he studied arts administration at Golden Gate University. Tim is a graduate of U.C. Berkeley, where he edited a student publication for the University Art Museum. John Fisher is Executive Director of Theatre Rhinoceros, the longest-running LGBT theatre in the nation. He holds a Ph.D. from the University of California, Berkeley and is a faculty member at the Yale School of Drama. Dr. Fisher has been Executive Director of Theatre Rhinoceros for six years. Under his stewardship the theatre has produced shows Off-Broadway in New York City and co-produced plays with the Tony-Award Winning American Conservatory Theatre. For the theatre he has secured major grants from the Hewlett Foundation, Grants for the Arts and the San Francisco Arts Commission among many others. Dr. Fisher is also an award-winning, nationally produced playwright who has had his work s presented in New York and optioned for screen and television production. His plays include "Medea: The Musical" and "Special Forces." Raul Lozano manages Teatro Vision with the support of a staff of seven. His involvement with Teatro Vision began as a board member in 1992, and he served as board president from 1995 to 1997 before becoming Teatro Visión’s first Executive Director. An experienced non-profit manager, he is currently participating as a board member on the Artsopolis, Team San Jose and a member of First Voice and First ACT. Raul's continued involvement with Teatro Vision is based on his belief of how Chicano Teatro can play a major role in community healing, civic action, cultural pride and the telling of our stories. Carlos Velázquez is a former volunteer, box office staff, and assistant marketing manager for Teatro Visión. As the first full time marketing manager for Teatro Visión, Carlos has increased audiences and visibility to its highest levels in the history of the company, attracting over 7,000 mostly Latino audiences to its productions. He was worked on Spanish language marketing for City of San Diego’s Environmental Services program and San Diego’s Metropolitan Transit Department Board. He is proud to be playing a part in the revitalization of San José through the methods of popular education and cultural enrichment with Teatro Visión |
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Ming Ng, Director, Active Arts, Music Center - Performing Arts Center of Los Angeles County Monday, |
Re-Imaging a Performing Arts Venue: Active Arts at the Music Center “Informal art” — making art, dancing, singing, playing music or telling stories by “every day people” for fun makes us feel good and connects us to others in a meaningful way. These practices, too long dismissed with an “amateur” label by arts professionals, now emerge as potential strategies to engage the public. Singing along in a makeshift chorus, rehearsing salsa moves with other giddy learners, dusting off and re-learning an instrument with a group of other lapsed players can be transformational experiences drawing everyday people into powerful, socially bonding practices. Active Arts at the Music Center models how to integrate these kinds of “recreational” arts activities within a large and highly professionalized, “formal” arts institution. It also creates unexpected marketing challenges. This session provides insight on how to work with a program that was designed to validate and profile non-professional art making for its own merit, not primarily as a marketing or audience development strategy. Leticia Rhi Buckley’s 15-year career includes extensive experience in the live entertainment and performing arts professions. After graduating from Loyola Marymount University in 1993, she worked in the promotions department of KROQ-FM in Los Angeles, then at concert promoter Avalon Attractions, where she created and implemented marketing campaigns for concerts with capacities of 200 to 75,000. Her responsibilities in her next positions, with ticketing companies Ticketmaster and ETM Entertainment Network, included organizing regional marketing and promotional strategies. More recently, she ran her own marketing and public relations firm, The Selling Point (TSP). Leticia is currently Director of Marketing and Communications for the Music Center/Performing Arts Center of Los Angeles County, the third largest performing arts center in the nation. She oversees all marketing efforts for the Center’s dance series, speaker series, family programming, and informal arts initiatives, and handles all press and publicity for the Center. With over 10 years of programming experience, Ming Ng is responsible for all facets of Active Arts programs at the Music Center, Performing Arts Center of Los Angeles County. Since its inception three years ago, Active Arts’ inter-disciplinary participatory programs (dance, instrumental and vocal music, storytelling/theatre) have steadily increased in popularity and participation, reaching audiences from all over the Los Angeles area. A long-time dedicated arts professional working primarily within a multicultural context, Ming holds an MA in Urban Planning and MFA in Dance, and has extensive experience in arts programming, touring, managing, and producing. |
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Monday, |
Marketing to Students: How to Fill Your House with Generation Next Major metropolitan areas and college towns are often a hotbed for cultural activities, yet many arts organizations struggle to reach the student demographic that resides right under their noses. This seemingly fickle segment has different values, needs, and expectations from the old-guard subscription audiences and museum members, and therefore requires a different approach to encourage attendance. From integrating arts participation into the very core of the college experience, to student discount programs and special events, to communications strategies that use new technologies such as Facebook and blogs, this panel will leave you with a host of new ideas to turn your audience from blue-hairs to, well, blue-hairs of a different stripe! LEARNING OBJECTIVES
Shayne Olson has been with Stanford Lively Arts since 2000 and has worked in both the organization’s development and marketing departments. In 2005, she became the director of marketing and communications and now leads Lively Arts marketing, public relations, publications, audience services, and communication outreach efforts. Shayne is an avid supporter of all types of performing arts, especially music, and is passionate about the role of arts education in our community. She studied ballet, piano, and flute for nearly 10 years during her childhood, and later earned a bachelor’s degree in communication studies and business economics from Willamette University. Prior to her time at Stanford Lively Arts, Shayne worked in development, communications, and alumni relations for the Catlin Gabel School and held a post in the communications and public affairs department at Willamette University. Susie Bozell (see session above for bio) |
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Monday, |
Make Your Direct Response Program Smarter and Stronger: Cutting-Edge Practices to Ramp Up Revenues Smart direct marketers can no longer rely on direct mail basics. Today, a variety of essential practices are being used in the direct marketing world to push mail productivity. The good news: direct mail is a stronger channel than ever, and with these best practices, you can enhance your direct marketing program. Delegates will be led through a discussion that describes the database management, mailing and analytical best practices that are driving successful arts campaigns today. We will discuss:
Hear about case studies that detail specific successful mail programs, making the case that direct response continues to be a core component of revenue-producing campaigns. LEARNING OBJECTIVE: participants will walk away with a list of practices that, included in their direct response activities, will improve revenues and return on investment. Will Lester was a founding team member of Target Resource Group's Database Services. He currently manages TRG's Database Services and Interactive Services, and is responsible for a portfolio of clients that includes the Chicago Symphony Orchestra, the Geffen Theater (Los Angeles), and the Denver SCFD Tier II Community Marketing Database. |
 Eugene Carr, President, Patron Technology Monday, |
“Eye-Opener” Sponsored by Patron Technology Eight Energizing, Easy & Essential E-mail List Building Ideas If you're doing any kind of e-mail marketing, building your e-mail list is probably your biggest challenge. Since you can't buy an opt-in list, you have to grow it yourself. Most organizations are growing their lists at about 25% per year -- but some have quadrupled their lists in a few months. How did they do it? This session offers up proven techniques that will help you super-charge your e-mail list growth. This session is based on the speaker’s recently updated book Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail List (Second Edition).
Eugene Carr is the founder and president of Patron Technology. Mr. Carr has been an innovator in arts management and the arts on the Internet for the last two decades. Patron Technology is the leading online marketing software company for the arts & culture industry. PatronMail, the company’s e-mail marketing software system is used by over 700 arts and cultural organization in the U.S. and the U.K. In addition, the company provides technology and e-marketing consulting services to arts institutions. CultureFinder.com, founded by Mr. Carr in 1995, was an award-winning arts events listing site on the Internet, with over 200,000 event listings for over 2,000 arts organizations nationwide. The site, initially funded by American Online and later by Comcast, had a focused audience of over 100,000 arts patrons every month, and published regular e-mail arts newsletters for a subscriber base of 75,000. From 1991-1996, Mr. Carr served as the executive director of the American Symphony Orchestra at Lincoln Center, and simultaneously served in the same position for the Concordia Orchestra beginning in 1994. He founded *High Five - Tickets to the Arts* (an award winning five dollar ticket program for NYC high school students sponsored by Citibank, TicketMaster and the New York Times) and served as its first chairman of the board. He earned undergraduate degrees in History and Cello from Oberlin College and Conservatory and an MBA from Columbia Business School. |
Brechin Flournoy, Director, NEQA/ Communications of Quinn Associates Monday, |
Real World vs. Virtual World: Designing Effective Strategies to Navigate Both Systems
In the frontier of the Internet, consolidated print media, and citizen journalism, how do we, as arts marketers, interpret and apply the increasing number of options in our media toolkit to an effective integrated campaign? In this participatory workshop, Brechin Flournoy will present a composite case study, then coach you through the process of designing a successful cross-purpose PR/Marketing campaign. Brechin Flournoy is an internationally recognized and award-winning curator/impresario whose public relation/marketing experience spans two decades. At Quinn Associates she represents and works with a wide variety of clients to raise their profile in the general public. Brechin's approach is characterized by the bootstrap "do-it-yourself (DIY)" philosophy of self-empowerment through knowledge and strategic application. In this vein, she has developed curriculum and taught training workshops in fundraising, strategic planning, and PR/Marketing for a wide variety of cultural centers and organizations; and she has mentored novices to the status of professional publicist/marketeer. An accomplished artistic director, Brechin founded and directed The San Francisco Butoh Festival for ten years for which she was awarded a San Francisco Bay Guardian GOLDIE Award and the Isadora Duncan Award (IZZIE) for Sustained Achievement in the Arts; and for the past four years has served as the Guest Dance Curator of Yerba Buena Gardens Festival. |
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Andrew Keene, Design Director, Landor & Associates
Monday, |
Brand New Stand-out Branding Techniques for the Arts Marketplace
A successful brand defines both what an organization stands for and sets it apart from all other organizations. Sounds pretty important, doesn't it? Especially in a crowded arts marketplace which finds arts organizers not only competing with sports and entertainment properties (film and music), but with one another. How much time have you spent on your brand since it was launched? Maybe it¹s time for a make-over. Whether building a new brand or re-energizing an old one, a series of issues should be considered when embarking on defining this critical communication channel. We¹ve pulled together a panel of arts innovators to discuss how to form a brand that delivers on your mission and places your organization head and shoulders above the crowded arts marketplace. A panel of brand makers and consultants on successful brands will address:
The panel will also explore previous and current case studies in the for-profit and non-profit sectors which exemplify the urgency of re-energizing your brand. LEARNING OBJECTIVE: Attendees who are launching a new brand or re-vamping an existing one will learn from top brand makers what to consider when making this crucial step in the communication channel. As President and Creative Director of Harrison Design Group, Cheryl Harrison develops comprehensive multi-year brand programs for a diverse range of clients. Multi-year relationships with corporate clients include Nokia, Levi Strauss & Co., Bank of America, Nike, Columbia Sportswear, McKesson, Williams-Sonoma, Wells Fargo, Ernst & Young, Visa, Washington Mutual, Supercuts, General Mills, Tangent Computer, California Culinary Academy, Saga Foods, Fremont Group, California Department of Health Services, and State of the World Forum, among others. Ms. Harrison served as an advisor to Nokia’s innovation unit; she has established relationships with companies on the leading edge of new media and emerging technologies. Before founding Harrison Design Group, Cheryl was the advertising art director for NW Ayer, and worked in Europe as a product designer and marketing advisor. Throughout her career, she served on the executive boards of various non-profit academic, arts and civic organizations where devoted professional services to local and national organizations, philanthropies and foundations. Ms. Harrison now serves on the Board of Trustees for the UC Davis Foundation and the Dean’s Advisory Council for the University, where she received the College’s 1997 Award of Distinction. Cheryl taught courses on “Creativity in Business” at Stanford University, and co-authored the book, When the Canary Stops Singing, featuring new models for creative strategies in the business workplace. Ms. Harrison holds degrees from UC Davis, in applied behavior sciences and design. She is proficient in conversational Spanish. Andy Keene has over 12 years of experience in nearly all branding arenas ranging from clients such as Abbott and Motorola to Barack Obama and Art Beat. Currently at Landor Associates, a branding consultancy headquartered in San Francisco, Andy has created brands for FedEx Kinko‚s, Skyy Spirits, Del Monte, Starbucks, P&G, Barclays and Coors Brewing Company. Andy’s career began in Chicago, Illinois where he held design positions at LAGA, Michael Stanard Design and Design Kitchen, Inc. He also spent many years designing for the Chicago theatre community, which included clients such as Steppenwolf Theatre and The Goodman Theatre. Andy has a B.F.A. in Visual Communications from Northern Illinois University and his work has been published in American Corporate Identity, Critique Magazine, Print Magazine and Communication Arts. He is a member of the San Francisco chapter of AIGA and a part-time instructor at the Academy of Art University in San Francisco. Brad Nye is currently the Executive Director of a non-profit arts service organization in the San Francisco Bay Area called Artsfest. ArtSFest is Nye’s latest community-based venture, a non-profit organization geared toward the advancement of the arts in the San Francisco Bay Area. The ArtSFest mission is to connect audiences to art in the San Francisco Bay Area. As an umbrella service organization, Artsfest engages corporations, businesses, media and community partners through programs that champion all the arts, expand audiences for arts presenters and strengthen the connections between arts community members to one another. Prior to moving to the Bay Area and founding ArtSFest, Nye co-founded and served as executive director of VIC, the most prolific and influential professional association of its kind in the western U.S. At its height, VIC boasted over 3,000 members who worked in areas ranging from software development to venture capital, with thousands of members regularly attending multiple monthly events. Nye successfully cultivated a premiere list of corporate sponsors (including Intel, Microsoft, IBM, AOL, Sprint, Lucent, Deloitte and Touche, KPMG, HotJobs, and hundreds more) that helped VIC achieve revenue of over $2 million in 2000. Nye’s interest in arts began with graduating from UC/Berkeley with a degree in Dramatic Arts, and continued as he moved to Dallas, his birthplace, to pursue graduate studies at the Dallas Theater Center. There, he worked on the marketing team, learning how to successfully promote cultural programming to the local community. In 1982, he moved back to Los Angeles and spent the next fifteen years in entertainment industry-related marketing, promotion, licensing and merchandising, and event/television production. He held management positions for such prestigious companies as Landmark Entertainment Group, Twentieth Century Fox, Universal Pictures to name but a few. He then went on to further entrepreneurial activities such as producing a television special celebrating the 90th anniversary Harley-Davidson for SHOWTIME Networks, and began to explore the relatively new field of CD-ROM production and the Internet. He produced several early corporate web sites, consulted to a CD-ROM publisher, and immersed himself in learning about the new digital technology, ultimately creating valuable relationships that would prove pivotal in his co-founding of VIC. Stacey Silver is the Director of Marketing and Communications at the Contemporary Jewish Museum where she oversees all marketing, advertising and public and community relations related to the Museum’s special exhibitions, public programs, and outreach initiatives. Currently the Contemporary Jewish Museum is building a new facility in the Yerba Buena Cultural District, and will re-open in Spring 2008. In her role at The Contemporary Jewish Museum Stacey is managing the development of the Museum’s new graphic identity and branding campaign as well as all marketing and communications functions related to the Museum’s grand re-opening. Previously she was the Associate Director of Development at the San Francisco Museum of Modern Art where she oversaw corporate giving, which included the Corporate Membership program as well as securing sponsorships for special exhibitions, programs, and special events. Stacey started her career at the Metropolitan Museum of Art in New York where she worked on securing sponsorships for special exhibitions from Fortune 500 companies. She has also worked in the for-profit marketing and public relations field. At the arts public relations and marketing firm, Ruder Finn Arts & Communications Counselors, she advised and managed sponsorships for corporations who gave to the visual and performing arts. At Walmart.com she led the website’s integrated marketing program with Wal-Mart Stores. Stacey graduated from Northwestern University where she majored in Art History and Women’s Studies. |
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Sunday, Monday, |
Over 56,000 Reasons to Subscribe: Have cultural institutions turned our loyal fans into casual buyers? When did “customer relationship management” turn into giving less to our most loyal customers? Are we letting the single ticket buyer define our institution or are we building longer lasting relationships? Walnut Street Theatre, America ’s Oldest Theatre, using traditional marketing tools and techniques that actually work, has over 56,000 people that purchase subscription packages every year. We are often asked how we do it. This case study of our market and our marketing beliefs tell you how. LEARNING OBJECTIVES
MARK D. SYLVESTER RALPH WEEKS |
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Sunday, |
Messaging: A Bold New Era — Most arts organizations still rely heavily on direct mail. But often that costly direct mail returns less than one percent! This session explores the differences between "junk mail" and effective communications including some organization's strategies that have tripled their response on direct mail. Several organizations have even achieved record sales by doing away with the traditional season brochure. Part of this session will be devoted to round-tables rating and predicting the results from six or seven pieces and then comparing your predictions with how they actually did in the marketplace. Also, your organization's materials may be submitted in advance for possible review during this session! Participants can forward brochures and other printed material to Doug at <dkinzey@ix.netcom.com> or by mail to his attention by October 15, 2007 at 9546 Dartridge Drive, Dallas, Texas, 75238 with receipt required. Douglas W. Kinzey served as the Director of Marketing for the Dallas Symphony Orchestra from 1981-1998 and The Louisville Orchestra from 1977-1981. The Louisville Orchestra was sold-out the last two seasons of Doug’s tenure and the Dallas Symphony achieved an increase in season subscriptions from 5,100 to over 31,000 with nine consecutive seasons at total capacity. Kinzey founded Audience Strategies for the Arts, Inc. in January 1998 providing a variety of marketing and strategic planning services for the performing arts traveling five days a week more than 46 weeks each year in the US, Canada, Europe and the Far East. In September 2004, Doug was named Senior Director of Audience Development for the Pittsburgh Symphony Orchestra following seven months of consulting with the PSO. In 2004 - 2005, new classical subscriptions at the Pittsburgh Symphony Orchestra increased 60% compared to the previous season and new pops subscriptions increased 120%. The Pittsburgh Symphony has achieved over 10,000 new subscribers in the last two seasons. With the Pittsburgh assignment, Doug remains President of Audience Strategies for the Arts, Inc., the Dallas based consulting firm, continues as Senior Marketing Advisor for the Plano Symphony Orchestra with subscriptions up 63% and three consecutive sold-out seasons, and additional projects in Boston, Newark, London, Ontario, New Mexico and others. Douglas Kinzey is a graduate of the Oberlin Conservatory of Music, Oberlin College in piano, flute and conducting and he graduated from Indiana University with a Masters in Arts Administration and a minor in piano performance. |
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Sunday, |
Influence Without Authority: A Workshop for Managers in Arts Organizations Creating innovation and change in any organization very often requires the ability to work across boundaries – with people in other functional areas as well as people in other organizations. This means:
It takes more than passion to be effective in arts organizations. It takes “Influence Without Authority”. This 2-hour workshop provides participants with conceptual models, tools, and experiential activities that strengthen these critical skills. Although this workshop is focused on the arts context, the approach to influence without authority has been proven to be powerful in a variety of settings including for-profit corporations. LEARNING OBJECTIVES
Andrea Corney is an experienced consultant who works with executives and management teams on issues relating to leadership, teamwork, and management effectiveness. She is a senior facilitator for the popular course on Interpersonal Dynamics at Stanford Graduate School of Business, helping MBA students develop their emotional intelligence. Andrea is part of the team that developed a new course on Coaching at Stanford and currently serves as a Master Coach in the program. She has taught courses on Organizational Consulting at JFK University and the University of San Francisco and is a regular presenter for American Leadership Forum Silicon Valley. Her clients range in size from small start-ups to large public companies and include AccelChip, Allstate Insurance, Cisco Systems, Evite, Hewlett Packard, KLA/Tencor, and Virage Logic. She also works with a range of nonprofit organizations including: Bay Area Theater Sports (BATS), Alpha Omega Alpha National Honor Medical Society, California Certified Organic Farmers, Family and Children Services, Forum for Women Entrepreneurs, Friends for Youth, Global Fund for Women, Katherine Delmar Burke School, San Francisco Bay Bird Observatory, and Ultimate Players Association (national ultimate Frisbee). Andrea is an active volunteer and former Board Member of Stanford Alumni Consulting Teams, a service organization which organizes teams of business school alumni to provide pro bono consulting services to Bay Area non-profits. Andrea earned a joint JD/MBA degree from Stanford University . In a previous life she was the General Manager of the Dorset Theater Festival in Dorset, VT. |
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Sunday, |
Audience Development: Building, Managing and Expanding the Pipeline The development of a long-term relationship with target audiences is seldom simple. The management of this process changes as the audience and institutional relationship progresses from a low to a high level of loyalty. At this session, participants will be introduced to an audience-building model that encompasses the entire strategic cycle in loyalty building. Cultural organizations can use the model to assess where they are in their audience development process. They can use this model as a diagnostic tool to identify weak links and then take appropriate actions. Since different staff members of a cultural organization have different functional responsibilities, each staff member can easily identify at which point their contribution impacts the loyalty building process. The objective of the session is to have participants take home a practical strategic tool that will help them better understand and manage the cumulative effects of audience building based on contributions from the diverse functional activities within the organization. Dorothy Chen-Courtin is the founder and principal of Marketing & Management Associates for Nonprofits, a ten-year old management consultancy that adapts and applies best practices from the for-profit sector for the benefit of non-profit clients. Dorothy works with regional and national foundations, arts commissions and arts councils, as well as cultural, educational, and human services organizations and museums. Projects she had worked on include strategic planning with expansion or right-sizing objectives; organization and operations assessment; marketing, audience development and communications research and planning, as well as the implementation of institutional strategy. She writes and speaks frequently on non-profit strategy, management and marketing issues, nationwide. A Barnard College graduate, Dorothy earned her MA and PhD in Oriental Art history from Columbia University and a MBA from Northeastern University. She serves on the Board of Visitors Studies Association, a national association affiliated with the American Association of Museums, Arts Extension Service of University of Massachusetts, Amherst and the YWCA of Boston. She is a member of the Barnard College President’s Advisory Council and is the President of the World Youth Forum Alumni Association. Born in China, grew up in Malaysia, lived in France and now the United States, Dorothy is fluent in Mandarin and Cantonese, French, and English. She can be reached at dccourtin@aol.com |
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Led by Dorothy Chen-Courtin, Principal, Marketing & Management Associates for Nonprofits |
The Intersection of Cultural, Social and Business Entrepreneurs — Cut from the Same Cloth, Seeking Different Outcomes See HIGHLIGHTS for details |
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Sunday, |
Building Networks, Creating Buzz, and All That Jazz This session will look at innovative ways to involve patrons with institutions, both from the perspective of a single arts organization and from the perspective of a service provider. Artsopolis.com has become the definitive online arts and cultural event calendaring and ticketing website in the Silicon Valley region. Based on its success, the events-calendaring software has been licensed to several regions across the country under the banner of The Artsopolis Network. With features such as a “star” rating system (which allows visitors to provide reviews of events), audio and video previews, an “Invite A Friend” option, and eSavers (a weekly email featuring half-price ticket offers), Artsopolis.com is helping arts groups broaden and deepen audience participation. “Be A Critic,” a new online forum launched in November 2006 by the University Musical Society at the University of Michigan, encourages patrons to post reviews or comments about a past or upcoming performance for everyone to read, and to engage in critical dialogue with others who do the same, thus generating discussion and debate about performances: why patrons found performances successful or unsuccessful; why patrons are excited about an upcoming event; and how UMS can improve the performance experience. LEARNING OBJECTIVES
Jim Royce bio Susie Bozell has worked for UMS in the areas of development and marketing since 2001. Currently, she plans and executes UMS’s print and broadcast advertising campaigns, direct mail campaigns, and public relations campaigns. Susie received a bachelor of music degree in flute performance from the University of Michigan in 1997, and is currently working on a masters degree in business administration from the University of Michigan ’s Ross School of Business. Prior to her appointment at UMS, Susie participated in graduate studies at Indiana University and studied abroad with renowned English flutist Trevor Wye. She taught flute for twelve years, and played in several community orchestras and chamber ensembles throughout the Midwest . For the past five years, Roland Valliere has been developing products at the forefront of music and technology. As Founder and President of Valliere Enterprises, LLC, he created the Concert Companion, a pioneering venture that enhances the concert experience through delivering explanatory text, program notes and video images to hand-held devices in real time with the music. He is also the creator of SyncNotes - explanatory notes & graphics synchronized to recorded music. Most recently, Valliere facilitated an unprecedented licensing agreement with the Juilliard School, as pertains to the launch of Juilliard Discoveries – music videos for young children, distributed in DVD and downloadable formats. The Concert Companion achieved widespread recognition and acclaim, entailing articles in over 100 publications in 17 countries. Prior to founding Valliere Enterprises, Valliere served as CEO of several symphony orchestras, establishing a reputation as a highly effective and innovative executive. He achieved considerable success, most notably with the Kansas City Symphony - an orchestra that experienced dramatic growth under Valliere’s stewardship and earned a reputation as a leading innovator among American symphony orchestras. Before Kansas City, Valliere was CEO of the Omaha Symphony, Hudson Valley Philharmonic and New Hampshire Symphony. Ron Evans is an arts technologist and lead developer of the redesign of the Artsopolis.com online calendaring software, which is now a national model for technology in arts marketing. Since 2003, he has also been responsible for the leveraging of the Artsopolis software in the local community: advertising, partnerships, and arts organization participation. One of his primary areas of interest is the exploration of new and upcoming technology developments in marketing for the for-profit sector, and how those tools can be adapted to be used in the non-profit arena. Prior to joining Artsopolis, Mr. Evans was a producer and lead game developer for several successful interactive videogame projects for Sony and Nintendo, with development companies such as FASA Interactive, Blueshift Games, and Atari Games Corp. |
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Tuesday, |
“Eye-Opener” Sponsored by PostcardPress Prospecting Postcards That Work (and Some That Don’t) Don’t overlook postcards as part of your arts marketing strategy. Besides saving you time and money, these convenient marketing tools are easy to create, convenient to use, and offer fast message delivery and brand reinforcement. As with any marketing medium, layout design and ad copy determine how successful your response rate will be from your postcard mailings. Henry Ruddle, founder of Ruddle Creative, has spent nearly a decade creating successful printed marketing campaigns for people in the arts reaching out to their patrons and driving traffic to their performances and events. Don’t miss this rare opportunity to have an arts marketing expert review postcards, noting what works, and what doesn’t. Learn how to make your postcards as exciting as a full house on opening night! To have your postcards reviewed as part of the presentation, please send a sampling of postcards from the current or previous season by Monday, October 15 to: Ruddle Creative, Inc Or electronically by emailing Henry.
View Henry's Qlippit overview of this presentation for a feel for what it will be like. Sponsored by Henry Ruddle founded Ruddle Creative, Inc. in 1988, and has been a regular contributor to Arts Reach regarding newsletter, season brochure, postcard and advertising design and copywriting since its inception. He has designed (or redesigned in the case of his "makeover" articles) and written thousands of brochures and newsletters for arts organizations such as the San Jose Repertory Theater, San Jose Symphony Orchestra, San Jose Cleveland Ballet, Ballet Folklorico, and others as well as dozens of corporations and associations. He occassionally speaks on marketing and communication topics to business groups and arts organizations such as the Association of California Symphony Orchestras and the National Dinner Theater Association. In addition to his role as marketing consultant, Mr. Ruddle is an avid consumer of the arts, having been a patron, subscriber or member of nearly every performing arts organization and museum in Silicon Valley at one time or another. |
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Sunday, |
Are you an E-Blaster or E-mail Marketer? Proven Techniques & Top Tips for E-Marketing Success This session is designed for arts marketers who want to be on the cutting edge of e-mail marketing. It will offer actionable tips and techniques based on quantifiable research and specific examples, which will improve your e-mail marketing results. Experienced e-mail marketers know that even very slight changes in e-mail design or strategy can make a large impact in results. We’ll focus on the top ways to improve your e-mail results, by covering some highly specific aspects:
This session will include some examples of successful arts e-mail campaigns, and will be filled with specific and actionable techniques you can use right away. Greg O’Neill is an Account Executive at Patron Technology. His background combines a love of the arts with a career in sales and marketing field. He holds an MA in Theatre Arts from San Francisco State University, and he has written and produced three plays. He’s also worked in sales and marketing, working in the insurance, telephone and automotive industries. His unique combination of experiences gives him a thorough understanding of how to market the arts. |
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Monday, Monday, |
21st Century Ticketing -- New Opportunities How can ticketing and marketing systems provide tools to help marketing and increase sales, especially on the Internet? Brian Stallings, Senior Enterprise Consultant for Blackbaud’s Arts & Cultural Solutions, has extensive experience in designing, developing, and implementing software solutions for arts and cultural organizations. In his four years with Blackbaud, he has helped numerous organizations implement and get the most out of their Blackbaud ticketing and fundraising systems. To complement his focus on arts and cultural organizations, Brian has over eight years of experience implementing and designing CRM solutions for several Fortune 500 companies while working at JD Edwards and Peoplesoft. Brian’s experience in product development, design, technical support, business process redesign, and client training has made him Blackbaud’s resident expert for integration, overall business process improvement, access control, and kiosks. Brian received a B.A. degree in both Computer Science and Mathematics from the University of North Carolina. Risë Walter has worked in the ticketing profession for over 30 years. She is currently the Ticket Services Manager at San Francisco Symphony where she manages ticket operations. Risë also sits on the team that manages technology projects for SFS. Risë most recently managed the e-entry project at the symphony which launched this summer. Along with all this, Risë also manages to consult with other arts organizations on box office software. As the Chief Marketing Officer for The Nederlander Producing Company, Susan E. Lee is leading the new business and integrated marketing initiative for the company’s owned or operated Broadway theatres through America. Prior to joining the Nederlander Organization in 2005, Susan oversaw the development of new business strategies and marketing services for Serino Coyne, Inc., the largest advertising agency in the live entertainment industry. Under her leadership, the agency expanded services to include Internet marketing, sponsorship sales, media promotions and cultural tourism. Susan has represented a portfolio of theatrical properties for sponsorship and product placement. She developed and implemented the strategic alliance between Hormel Foods (SPAM) and the award-winning production of Spamalot, as well as Visa’s sponsorship of the Tony® Award-winning musical Movin’ Out on Broadway and on tour, which was supported by the largest integrated marketing campaign in theatrical history. While at Serino Coyne, Susan also launched Season of Savings, Broadways largest industry-wide cooperative consumer outreach initiative, generating over 40 million dollars in ticket sales since 2000. In 1995, Susan launched Camp Broadway, Inc., the leading youth marketing company in the theatrical industry today. Awarded the 2002 Standing Ovation Award by the Educational Theatre Association, the company enables thousands of children nationwide to attend the theatre and publishes authorized study guides for theatrical properties. The company’s client roster has included corporate clients ranging from Royal Caribbean Cruise Line and Bravo Television Network to The Rodgers & Hammerstein Organization, the Johnnie Mercer Foundation, Radio City Entertainment and a long list of Broadway shows. Camp Broadway is a regular participant in Macy’s annual Thanksgiving Parade and produced the opening segment in 2005, 2006 and will again in 2007. Susan began her career on Broadway as the national press representative for Yul Brynner’s Farewell Tour of The King and I and other major theatrical productions. She was the first Director of Marketing for The League of American Theatres and Producers, where she launched Broadway on Broadway, Destination Broadway, The Broadway Line, the National Touring Theatre Council, and other sponsor supported programs. She serves on the Board of Directors for Advertising Week 2007 and is a member of The Association of Press Agents and Managers, as well as The League of American Theatres and Producers.
Prior to working at the opera, Mark was a founding member of three nonprofit theater companies, including 14 years as Co-Artistic Director of a theater company. In this role, he collaborated with The Magic Theater (San Francisco), Berkeley Rep, The Goodman Theater (Chicago), Lincoln Center (New York), as well as touring extensively throughout the United States, Canada, Europe and the Asia. In addition to writing and performing, his background has led him through many aspects of the arts including budgeting, payroll, fundraising, producing, grant writing, and finally, ticket sales. |
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Monday, |
Marketing in Motion: Creating Dynamic New Media to Promote the Performing Arts New technology has given toady’s performing arts organizations more outlets than ever to speak directly to their audience — from cable television to the web, in-cinema advertising, video e-mail, podcasts and beyond. As a result, many marketers face the challenge of creating compelling promotional content that will attract toady’s media savvy audience, often before their season begins. This raises the question, “How do you reflect on screen what does not yet exist on stage?” Through case studies, we will explore how to create powerful marketing media such as TV commercials, lobby loops, in-theatre projections, web video, Flash e-mails, in-cinema spots and many others long before the shows they are marketing even exist.Using branding techniques perfected by network television, we will demonstrate how to create highly effective motion-graphics-based promos that communicate your ideas in a compelling and visually dynamic way. Mark Ciglar is founder and Creative Director of Cinevative, a production studio specializing in the creation of marketing media for the performing arts. He has produced and directed over a hundred commercials and other new media projects for some of the most prestigious performing arts organizations in the country. Before forming Cinevative in 2000, Mr. Ciglar worked as a freelance director and motion graphics designer, earning 12 of the commercial production industry's highest awards. His clients include Center Theatre Group. Arena Stage, La Jolla Playhouse, Geffen Playhouse, The Old Globe, Kansas City Repertory and many others. His work can be seen at www.cinevative.com. |
| Edie Cheng, Electronic Media Manager, San Francisco Symphony
Tuesday, |
Keeping Score: Using Multi-Media to Reach Beyond the Hall and Create New Audiences The San Francisco Symphony’s Keeping Score is a unique multimedia project that reaches new audiences by providing innovative content and using multiple distribution vehicles, including the web, radio, and television. It is a project that contains lessons for all organizations seeking to expand beyond their core product. This project is far outside the symphony’s core business of giving the best classical music concert experiences, and thus requires new collaborations within and outside of the organization. In this presentation we will explore:
LEARNING OBJECTIVES
As Electronic Media Manager for the San Francisco Symphony, Edie Cheng manages the symphony's self-produced media initiatives including Keeping Score and the Mahler Recording Project. Keeping Score is a national multi-year, multimedia initiative to engage new audiences and spark their interest in classical music through television, radio, the Internet and education and community programs. The Mahler Recording Project is the SFS' series of self-produced recordings of the complete Mahler orchestral works. The series has been honored with four Grammy Awards and six nominations. Prior to joining the San Francisco Symphony, Edie served as VP of Ecommerce at City Access Providers, a national concierge service providing quality of life services to businesses and their employees. She also worked in management consultanting and spent five years as a software developer in Silicon Valley. Edie earned her MBA at the MIT Sloan School of Management, and has a BA in Computer Science from Brown University. Gary Ginstling was appointed Director of Communications and External Affairs for the San Francisco Symphony (SFS) in July 2006. As Director of Communications and External Affairs, Gary Ginstling is a member of the SFS senior management team and assists in the setting of institutional policies, practice, and direction. His responsibilities at the SFS encompass the oversight and direction of public affairs, community engagement, publications, and public relations. Prior to joining the SFS, Mr. Ginstling was Executive Director of the Berkeley Symphony Orchestra, a position he had held since 2003. At the Berkeley Symphony, Mr. Ginstling was responsible for a number of initiatives that helped enhance the orchestra’s reputation for creative programming and innovative projects. During his tenure, the orchestra gave six world premiere performances, received three ASCAP Awards for Adventurous Programming, and was a recipient of the inaugural “Bank of America Award for Excellence in Music Education,” a national award presented by the American Symphony Orchestra League. These artistic achievements were accomplished in a fiscally responsible manner, as Mr. Ginstling oversaw three consecutive years of balanced budgets, the elimination of all outstanding debt, and a significant increase in ticket sales. Prior to joining the Berkeley Symphony, he spent three years as a Marketing Manager for multimedia and emerging markets with Sun Microsystems. Mr. Ginstling has also spent many years as a professional orchestra musician. He is currently in his tenth season as principal clarinetist with the New West Symphony in Ventura County and has performed with the San Francisco Symphony, Los Angeles Philharmonic, Santa Barbara Symphony and the New World Symphony, among others. Mr. Ginstling has served local arts organizations in a variety of roles. He is a board member and Vice President of the Association of California Symphony Orchestras (ACSO) and served as Advisory Council member of the San Francisco Opera BRAVO! Club for young professionals. He also assisted San Francisco Opera as a market research consultant. Mr. Ginstling holds a Bachelor of Arts degree from Yale University, a Master of Music from The Juilliard School, and an MBA from The Anderson School at UCLA. |
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Monday, |
California Dreamin':
Cultural Tourism Partnerships That Work Cultural and heritage tourism is a somewhat new phenomenon in the U.S. tourism industry. While Europe has been using the arts, culture, history and heritage to attract tourism for generations, it's only gained momentum here in the U.S. within the last 30 years. In 1991, San Francisco was the first to dedicate personnel specifically to promote the artistic, cultural, and historical attractiveness of the city. Now, San Francisco is regarded as one of the leaders in the field of Cultural Tourism. Hear about the development of the partnership between the nationally recognized Grants for the Arts program and the San Francisco Convention and Visitor Bureau that recently resulted in the creation of the first Arts & Tourism position in the US. Learn how this partnership fits with the State of California's overall marketing efforts and how the local arts community benefits. Tim Hallman serves as director of marketing and communications at the Asian Art Museum of San Francisco, one of the largest museums in the Western world devoted exclusively to Asian art, and home to the City’s greatest art collection. Employed at the museum for more than 10 years, Tim spearheaded the communications campaign for the opening of the museum’s new critically acclaimed $170 million facility at Civic Center in March 2003. He has also coordinated dozens of marketing and communication plans for the museum’s diverse special exhibitions and public programs. Prior to his work at the Asian Art Museum, Tim was a program coordinator at San Francisco’s Mexican Museum, and he studied arts administration at Golden Gate University. Tim is a graduate of U.C. Berkeley, where he edited a student publication for the University Art Museum. In her position as Arts & Tourism Manager at the San Francisco Convention & Visitors Bureau, Geraldine O’Brien promotes San Francisco as a cultural destination to the local, national and international visitor. She serves as a liaison for San Francisco ’s arts community to create promotional arts programs aimed at the visitor market, and works with travel trade professionals and writers to encourage them to consider arts and culture as a key element when arranging travel programs. Currently she is the Vice Chair of National Cultural & Heritage Tourism Alliance and on the Executive Committee of the California Cultural Tourism Alliance. She also serves on the Steering Committee of Bay Area National Dance Week and recently sat on the City of San Jose ’s Destination Event Marketing Grant panel. For the past 25 years Kary Schulman has been the Director of the Grants for the Arts program of the San Francisco Hotel Tax Fund, the municipal funding agency for San Francisco 's arts community. This year the Fund granted over eleven million dollars to more than 200 organizations, ranging from ethnic neighborhood celebrations, through the San Francisco Opera. She has served on numerous panels and advisory committees for such agencies as the National Endowment for the Arts, California Arts Council, Non-Profit Management Program of the University of San Francisco, Golden Gate University, the National Council of Foundations, and the Seattle Art Commission, among many others. She received the City of San Francisco ’s Public Managerial Excellence Award in 2001. In 1985 she published Beyond Profit (Harper & Row), a management guide for non-profit, community, and volunteer organizations, co-authored with Fred Setterberg. Prior to working for the City, Kary Schulman served as Executive Director of Feedback Productions, Inc., a grassroots agency which pioneered a model of art and social service to two special constituencies: children and the elderly. Her work before moving to San Francisco included acting as Performing Arts Coordinator for Antioch College in Yellow Springs, Ohio ; and as public affairs producer for community radio station WYSO, also in Yellow Springs. In July of 2000 Susan Wilcox became the first Chief Deputy Director of the industry-led California Travel and Tourism Commission (CTTC), a non-profit organization created to market California as a desirable travel destination and to increase the Golden State ’s share of tourism-related revenues. Susan is responsible for overseeing the advertising and cooperative marketing campaigns seeded through the Commission and serving as a spokesperson for California ’s $88 billion tourism industry. CTTC strategy has been to provide seed funding to the industry segments within the tourism industry to act as a catalyst to leverage resources available for common marketing goals. Cooperative funding has been developed from private and other governmental sources in every major category of California Tourism’s program. This unique public/private partnership not only has allowed California Tourism to retain a competitive edge in the global marketplace, but to create the most progressive marketing program in the nation. The CTTC has developed programs in response to specific consumer interests while vacationing. Her oversight of the retail cooperative marketing program has led to the development of Shop California as a private non-profit organization to develop strategic programs that showcase California as the premier shopping destination for the express purpose of increasing State visitation and retail spending, generating additional tax revenues. A second program developed under Susan’s leadership is the California Cultural Heritage Tourism Council which has brought together stakeholders for the purpose of persevering, developing, interpreting and promoting California ’s cultural and heritage assets. Most recently she has taken these two diverse segments and married them to produce the newly created, Heritage, Arts, Tours & Shopping (HATS), Botanicals, Arts Gardens and Shopping (BAGS), and Epicurean, Arts Tours & Shopping (EATS) packages in the 12 tourism regions of California . Prior to her selection as Marketing Director of the CTTC, Susan served the California Technology, Trade and Commerce Agency as the Marketing Director in the Office of Marketing and Communications. In that capacity, she put together the first time ever-cooperative advertising campaign for the economic development community and brought together the economic development regions of the state with tourism regions to create the $1.3 million “Taste of California” events touring the globe with the new IMAX film “Adventures in Wild California”. Susan is a native Californian who has enjoyed a wide-ranging career in California state government. |
 Jon Hardie, CEO, Audience Works.com
Monday, Tuesday, |
Web 2.0 & Customer Service -- The Land Mines & Gold Mines: The Real Risks and Tangible Benefits of Opening the Door to User-Created Content
There's lots of buzz about social networking and Web 2.0. Arts organizations and businesses that are succeeding in these arenas employ key strategies such as institutional alignment and customer focus. We'll take a stimulating, practical, and humorous ride inside some of these institutions, focusing on the specific steps they are taking to achieve success. These intriguing case studies include the Royal Liverpool Philharmonic and Second Life; the Metropolitan Opera and Contemporary Culture; the Hartford Stage and FaceBook; and Houston Ballet and Retriever Post. Learning Objectives
Jon Hardie is a Senior Partner for CRM Products/Consulting at AudienceWorks. Hardie has walked the talk as Executive Director & MIS Director/Grants Management in the NPO Sector, Director of Technology Initiatives for a major foundation and Chairman & CEO of a venture capitalized high tech computer startup. Jon has taught Social Entrepreneurship, HR management, and Guerrilla Marketing. His educational background includes both undergraduate & graduate research in organic systems, clinical psychology, and community organization development, focusing on understanding and building communities, constituencies, and strategic partnerships. He fell in love with classical music as a 12 year old when he was essentially unable to see for a year. Jon has been on the web since 1980. Rebecca Krause-Hardie is a Partner in AudienceWorks. Her focus is to help arts groups achieve their goals through the effective use of technology. Clients range from Orchestra of St Luke¹s to the Hartford Stage and the New York Philharmonic. She has had a varied and diverse career beginning as 2nd horn in the Phoenix Symphony upon graduating from the Juilliard School. She has been the Orchestra Manager of the Detroit Symphony and Dir. of New Media for the American Symphony Orchestra League in which capacity she developed national technology initiatives for the orchestra field. She was the Chief Financial Officer of the Voyager Company and Criterion Collection, pioneers and leaders in the field of interactive media exploration. Previously she produced and developed 30 classical music (enhanced CDs) CD-ROMs for Music Pen Inc. that featured audio records with synced (and printable) full orchestral scores. She writes about performing arts and new media at her blog arts.typepad.com. |
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Sunday, |
Smart New Marketing Opportunities That Save Money and Increase Attendance Newspaper circulation is rapidly declining nationwide. Direct mail isn’t delivering the traditional punch. But new opportunities for arts marketing are opening up and many of them are surprisingly inexpensive. You’ll hear about key trends and new techniques for intersecting with existing and potential customers on the street, through community networking and online advertising. You’ll discover how companies like Google and Yahoo might change the future of ad delivery, not only online but also in print and on the air. You’ll learn how large and small organizations get fast feedback on controversial events in time to change messages and public perceptions. If you are concerned about what you should be paying attention to for marketing and advertising beyond 2007, this is a must-see session. Jim Royce is well known for his innovative marketing and advertising for major arts organizations. Since 1996, as Center Theatre Group’s Director of Marketing, Communications and Sales, Jim Royce oversees all activities related to marketing, advertising, press, graphics and ticket sales for the Mark Taper Forum and Ahmanson Theatre at the Music Center in Los Angeles and for CTG’s new Kirk Douglas Theatre in Culver City. Center Theatre Group is California's most popular theatre company with annual ticket revenues exceeding $35 million. Royce began his theatrical career in Seattle, as an actor and co-founder of The Empty Space and worked with A Contemporary Theatre and Seattle Rep. He was the Executive Producer for the Seattle Arts Festival, more popularly known as "Bumbershoot". In the San Francisco Bay area he was Marketing Director for Berkeley Repertory Theatre and later for American Conservatory Theater. He has consulted with a diverse clientele, including Cirque du Soleil, jazz festivals, major symphony orchestras, popular musical theatre, contemporary dance, emerging visual artists, the opening of Yerba Buena Center for the Arts and the American Premiere of Lucasfilm's The Art of Star Wars, an exhibition of the drawings, props, costumes and models created for the original films. |
 Henry Ruddle, Ruddle Creative, Inc. Tuesday, |
Live Brochure and Newsletter Makeovers
After learning the three principles of effective marketing communications, see your season brochure, newsletter, postcard, fund drive solicitation, flier and/or advertisement transformed before your very eyes (or vicariously enjoy watching another organization's materials redesigned) live on the screen for all to see. Please send your materials in advance to Ruddle Creative, Inc. by October 15, 2007, and Henry Ruddle will pick the best examples for live makeovers. Those materials not selected for a makeover will receive an in-depth critique. Send materials to: 31 N. 2nd Street, Suite 321 Henry Ruddle founded Ruddle Creative, Inc. in 1988, and has been a regular contributor to Arts Reach regarding newsletter, season brochure, postcard and advertising design and copywriting since its inception. He has designed (or redesigned in the case of his "makeover" articles) and written thousands of brochures and newsletters for arts organizations such as the San Jose Repertory Theater, San Jose Symphony Orchestra, San Jose Cleveland Ballet, Ballet Folklorico, and others as well as dozens of corporations and associations. He occassionally speaks on marketing and communication topics to business groups and arts organizations such as the Association of California Symphony Orchestras and the National Dinner Theater Association. In addition to his role as marketing consultant, Mr. Ruddle is an avid consumer of the arts, having been a patron, subscriber or member of nearly every performing arts organization and museum in Silicon Valley at one time or another. |
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