PROGRAM
National Arts Marketing, Development & Ticketing Conference, New York City
03.16.17 - 03.18.17
KEYNOTE
Transformation or Bust: When Hustling Ticket Sales and Contributions is Just Not Cutting It AnymoreDiane Ragsdale will give a keynote exploring concerns over lack of engagement with the arts, which she relates to a growing market ethos in the arts and culture sector that treats communities like markets, citizens like consumers, and culture as an exploitable product. She argues that a market ethos is particularly troubling in the arts and culture sector because, on the most basic level, art is a mechanism through which we share with one another what it means to be human. Through inspirational ideas, practical actions, and industry examples, she challenges arts organizations to resist the ethos of the market and uphold their role as purveyors of a different value system. |
Surale Phillips
Brand Research DRMTM
Diane Ragsdale
Lecturer Erasmus University Rotterdam
Kenneth Foster
Account Executive Spektrix
MORNING INTENSIVE
Big Data = Big Opportunities: A Data Driven Workshop for Generating More RevenueHow Marketing and Development Can Drive Revenue GrowthNumbers don’t lie, and the field of data science is transforming the way organizations conduct business at every level. The best part is, you already have all the data you need to help make informed decisions that can transform your marketing and fundraising operations and sustain your organization for years to come. You don’t have to be a mathematician or scientist to leverage the power of data mining, but you probably do need some help getting started. This includes discovering how large companies are leveraging customer data sets, identifying which data points are the most significant, and understanding how arts and cultural organizations like yours are using that knowledge to realize double-digit growth in the number and amount of donations and ticket sales every year. This two-hour, interactive workshop demonstrates how you can use the data you already have to recruit new patrons, retain your existing ones, and add value to the patron relationship. Using best practices from the commercial and nonprofit sector, you’ll learn how to:
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Jennifer Edwards
Principal better_
David Dombrosky
Chief Marketing Officer InstantEncore
INNOVATIVE IDEA INCUBATOR
Tap the Hive MindPitch Your Idea/Project/Challenge in front of our audience of national arts marketers, development and ticketing specialists.Arts Reach is renowned for its national conferences featuring speakers in arts management sharing their experience and expertise. But our greatest resource is the marketing, development and ticketing professionals from arts organizations all over the country who attend our conferences to learn, network and share. This year we'd like tap this expertise in a more formal way AND give an opportunity for two organizations to pitch their own idea, project or challenge in front of all our attendees. Do you have a project or idea or challenge you'd like to try out or get help on from a group of industry experts? Maybe a fundraising challenge, a radical new way of thinking about ticketing, or a fresh approach for reaching a hard-to-get audience. Pitch your proposal to us and we'll choose two projects as the subject of a session at the Los Angeles conference. Maybe you're about to launch a new audience engagement initiative, or try out a new dynamic pricing ticket project or social media campaign. Maybe you've got a particularly gnarly challenge you've trying to surmount but are running low on ideas. Here's your chance to shine. Pitch it to the conference and get valuable feedback and advice - maybe even recruit some help. The session will be moderated and led by Douglas McLennan, editor of ArtsJournal.com and a national consultant on strategic audience development. If there's one thing we've learned in recent years, it's that the collective wisdom of a network is a powerful thing. Working together and focusing our collective experience can be an amazing learning experience - for all of us. So pitch us your best idea by September 15. In less than 500 words, describe your project, idea or challenge and tell us why your idea should be chosen. We'll announce winners by October 1. Winners will receive complimentary registration for your entire team to a subsequent National Arts Marketing, Development and Ticketing Conference of your choice! Send submissions by September 15 to admin@artsreach.com |
BREAKOUTS AND PANELS
Dancing With The Stars: Come Together, Right Now — A Town Hall Meeting On InclusivityWhat does inclusivity in the arts mean to you? Can arts organizations be catalysts for understanding and action to counter the devisiveness that exists in current society? Join Donna Walker-Kuhne and a panel of seasoned professionals for this critical discussion on powerful ways we can move forward together. |
Donna Walker-Kuhne
Senior Advisor, Community Engagement New Jersey Performing Arts Center
Shruti Adhar
Executive Director The Knights
Michael Robertson
Managing Director The Lark
Rasu Jilani
Director of Cultural Diversity and Strategic Partnerships NEW INC
Arts Marketing Trends A-ZFrom the Presidential election to Facebook LIVE, the past year gave us many marketing lessons to follow and many to avoid. Join us for the annual update to the popular Arts Marketing Trends A-Z session with 26 tactics and strategies to implement when promoting, advertising and fundraising your way to success in 2017. This fast-paced hour will have you ready for whatever marketing challenges you will face in the coming year with a few takeaways you can even put into action immediately! |
Sean King
Principal Aspire Arts Consulting
Challenges In Fundraising TodayWith so much scrutiny on Washington right now, how do you get donors to pay attention to YOU? Come hear from these development experts on ways to shift the focus back to your organization. |
Moderator: Janna Spock
Deputy Director, Patron and Individual Giving The Metropolitan Opera
Liz Fallon Culp
Development Director Playwrights Horizons
Anthony Busti
Senior Director, Donor Information and Analysis The Metropolitan Opera
We Need to Talk…About Your WebsiteYour programming, your venue, and your marketing are all beautiful, so why does your website still look like it was designed using Microsoft Paint? Your website is often the first touchpoint audiences have with your organization and understanding their journey across the site and their path to checkout is critically important to making sure they have a positive experience. This session helps you focus on the purpose of your website and offers tips to help ensure your customer experience online is smooth, enjoyable and profitable. |
Sarah Hutton
Director of Sales Choice Entertainment Technologies
Jordana Armstrong
Founder Jordana Armstrong Marketing
How To Learn What Your Audience Is Really BuyingThere’s often a misunderstanding between what arts companies are selling and what customers are buying. Bridging this gap in understanding can lead to increased conversion rates, reduced purchase anxiety, and even the development of new products.Come learn how to make these insights by using the jobs-to-be-done interview framework. Pioneered at Harvard Business School and perfected at startups worldwide, the interview framework shows you how to build a helpful timeline of your customer's engagement with your company — from gaining knowledge through their purchase to unpacking all of the emotions involved. Join us as we provide the tools to impart meaningful change including increased engagement and customer retention. |
Do You Want to Play a Game? Gamification and the ArtsGamifiction is applying the science and psychology of gaming in a non-game context to motivate and reward visitor actions. Businesses are increasingly discovering and utilizing gamification for marketing. Gamification can be leveraged to drive adoption, engagement, loyalty, sharing, and sales with ROI in mind.In this presentation we will look at examples of gamification, from simple forms to advanced contests. We’ll show you what’s happening in other industries and how it could be applied to your organization. |
Bob Harlow
Marketing and Research Consultant Sponsored by The Wallace Foundation
Bethany Nothstein
Sector Strategy & Community Manager Spektrix
Did You Vote?: Arts Marketing Lessons Learned from the 2016 ElectionThe 2016 Presidential election is still relatively close in our rearview mirror, however the lessons learned will reverberate for years to come. During this session, we’re not talking about the politics, but rather the strategies, gamesmanship and tactics used within a bruising $1.5 billion campaign that can be takeaways for us all in our future marketing, advertising and communication plans.This wide-ranging discussion will provide insight from an election campaign in which we all participated and will provide takeaways to help you in your next marketing, promotional or fundraising project. Topics include identifying and motivating your base, the new social media reality, managing online content in the post-election landscape, smart marketing ROI, challenging the status quo, dancing with data and ten top takeaways to put to use upon the return to your office. |
Sean King
Principal Aspire Arts Consulting
Kenneth Foster
Account Executive Spektrix
Moderator: Kay Sprinkel Grace
Founder and Principal, Transforming Philanthropy;
Rebecca Nestle
Director of Cultural Programs and Events Grace Cathedral
TJ Gorton
Director of Marketing SFJAZZ
Adam Thurman
Marketing Director American Conservatory Theater
Audience 360: Broadening Audience Reach Within A Performing Arts CollectiveIn just under 3 years, with over 40 performing arts groups, sharing a collective database of over 4 million unique households and growing, Audience 360 is becoming a vital coalition for NYC’s Performing Arts Marketers. A marketing, research and advocacy tool, its goals are to cost-effectively identify targeted and qualified arts consumers; to simplify cultural list exchanges between participating non-profit arts organizations, reducing list exchange fees; and examine consumer behavior through market analysis and aggregated research. Come learn about the many benefits of such a collective from Committee Chairperson, Eric Nelson of Kaufman Music Center, and hear specific case studies from two of its members – Phil Haas, Director of Marketing for Primary Stages and Michael Naess, Director of Marketing and Communications for Orpheus Chamber Orchestra. |
Moderator: Eric Nelson
Director of Marketing & Communications Kaufman Music Center
Shawn Ingram
Vice President Arts Consulting Group
The Room Where It Happens: The Eternal Struggle of Marketing vs. ProgrammingWith all due respect to Lin-Manuel Miranda and the cast of "Hamilton," “No-one really knows how the game is played” or “How the sausage gets made” but for far too long marketing has not been in the room where programming and fundraising decisions happen. Attend this session and explore ways for marketing to have a seat at the table when the major decisions facing your organization are made but also learn strategies to maximize the impact of marketing when the deals are already done.A quick survey of your current relationship with the programming department will kick the conversation into overdrive for attendees who are faced with advertising and selling programming, which in many cases are not of their own doing. Lest we not forget about fundraising! The impact marketing has on your organization’s fundraising is what leads to success and in some cases to not reaching its full potential. Leave this session with eight actionable takeaways to empower you to schedule a meeting with your boss and fellow colleagues immediately upon your return. |
Rachel Purcell
Consultant Capacity Interactive
Sean King
Principal Aspire Arts Consulting
Julie Baker
CEO Californians for the Arts
Achieving Fundraising Growth By Aligning Donor Messaging With Donor BehaviorsConsidering today’s realities of lean staff teams and scarce financial resources, how can arts organizations maximize fundraising results within these limitations? One of the most effect ways is to ensure that internal and external messaging used in fundraising efforts aligns with the values and motivations that drive philanthropic decisions. This session will explore ways that arts organizations can remain competitive in attracting and retaining donors by understanding their changing motivations and behaviors. Learn how to best create compelling opportunities for deeper engagement with new prospects and existing donors. |
Dale Hedding
Vice President Arts Consulting Group
Heather Rowland
Manager of Customer Service - Ticketing & Customer Service Lighthouse Immersive
April Moon
Box Office Representative Lighthouse Immersive
Marketing + Development: Breaking Down Barriers / Building New StrategiesWhether it’s earned or donated, the revenue marketing and development is responsible for generating ultimately addresses an identical goal: to serve and further the mission and interests of your organization. How can both departments work effectively together to achieve revenue targets and engagement goals? Marketing and Development professionals from a variety of disciplines and business models discuss real-life examples of effective coordination and clarify some essential differences between the two departments that could pose challenges to successful collaboration. |
Moderator: Bill Rhoads
Executive Director The Chamber Orchestra of Philadelphia
Bruce Leto, Jr.
Membership Manager Curtis Institute of Music
How to Increase Ticket Sales with Video - A Guide to Making Video Promos More EffectiveThere is a reason why some promo videos inspire audiences while others don't. And it has little to do with how much you spend or how technically savvy you are. In this session, you will learn the secrets behind many of the most successful videos, what they do differently, how that difference drives an emotional response in the viewer, and how you can too. |
Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google
Mark Ciglar
Founder and Creative Director Cinevative
Larry Dean Harris
Principal WORDS
Engaging the Modern Day Ticket Buyer: Turn the Last Minute Ticket Buyer into a Lifelong Patron |
Engaging the Modern Day Ticket Buyer: How to Turn the Last Minute Purchaser into a Lifelong PatronThe modern day ticket buyer is unlikely to plan ahead and inclined to purchase last minute tickets (a recent study shows that 55% of fans buy their tickets the week before a performance, usually due to reduced prices). This session will present strategies to engage the fickle, new theatre-goer throughout the lifespan of your event - from engaging them before they enter the theater, to how to interact during and after the event to keep them coming back. Align marketing, development and box office operations through patron data, in order to best appeal to and retain a dedicated audience. Learn to grow your patron base, while discovering additional resources outside of grants and private donations to keep your business thriving. |
Mike Lorenc
Head of Industry - Ticketing, Sports & Live Events Google
Kathryn Hunt
Product Marketing Manager Vendini
Moderator: Art Quiñones
Marketing & Communications Officer Theatre Bay Area
Meghan Jolliffe
Membership & Community Engagement Officer Theatre Bay Area
Raquel Basco
Actress
Social Media Manager ODC Dance
Nakia Gibbs
Digital Marketing Associate American Conservatory Theater
‘Cause I’m Happy: The Value of CRM in Understanding, Engaging and Keeping Customers that Leads to Loyalty and DollarsDoes your organization recognize its special customers? More importantly, do they recognize YOU? In this session, we explore how Customer Relationship Management (CRM) is being used as a strategy to establish meaningful relationships with newly defined audiences, and ultimately drive sales hand-in-hand with priceless customer loyalty. Discover a method that helps you identify audience segments and create a mixed-marketing plan that aligns with a community’s tastes and behaviors. Then interact effectively with steadfast customers and prospective buyers alike. |
Cynthia J. Armour, CFRE
Principal Strategist Elderstone Resource Development
Disruptive Technologies and The ArtsDisruptive technologies are dramatic changes in technology – a giant leap that will transform your patron’s life and your interactions with them. Internet of Things (IoT) is the paradigm where the disruptions are occurring.In this session, we will bullet-list aspects of IoT now available for the arts plus what is on the horizon. Then you will be able to apply this information to your story, budget and circumstances and see when you will be ready for IoT. Topics will include: Augmented and Enhanced Reality, Internet of Time, Smart Cities and other disruptions. You’ll understand the lingo and have an idea how to start NOW. |
Douglas McLennan
Editor ArtsJournal
Dessa Hayes
Digital Discoverability Consultant CAPACOA
Our Sponsors
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Dream Warrior Group provides graceful yet technologically savvy solutions for Arts organizations. The goal-driven services focus on audience and action. As your technology advocate, we will be your ally and can manage and fully implement your online presence. Our services (à la carte or contracted) include: Web site design and development, e-marketing, e-promotion, social media management and optimization. We implement your message in a digital environment.
More Info -
InstantEncore powers over one million patron experiences every year. helps arts and culture organizations thrive. Our two innovative mobile services – Appscension and InsideGuide - breakdown barriers to attendance, increase convenience for patrons, and drive ROI for you.
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BroadwayWorld is the largest theatre site on the internet, covering Broadway, the West End and beyond to 100 US cities, 45 countries and in 12 languages worldwide. With over six million monthly visitors, BroadwayWorld delivers complete up-to-the-minute Broadway, off-Broadway, and regional theatre news, in-depth interviews, extraordinary photo coverage, entertaining video features, lively message boards, ticket discounts, reviews, and more.
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Spektrix is a complete solution for ticketing, marketing, fundraising, and CRM, designed specifically for the performing arts. With world-class technology and support, Spektrix helps 650+ organizations across the U.S., Canada, and the U.K. grow their revenue and deepen patron relationships. Powerful, intuitive software, at-a-glance insights, frequent and seamless upgrades, training, support, and strategic consultation with experienced professionals come at no additional cost - making Spektrix the fastest-growing solution for arts organizations today.
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Schedule
March 16, 2017:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Plenary
Panel
Opening Reception with one-on-ones
March 17, 2017:
Breakouts
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive
Breakouts
March 18, 2017:
Breakouts
(Conference ends 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!