2016 NATIONAL ARTS MARKETING PROJECT CONFERENCE · staff collaboration, all on the revolutionary Salesforce platform. Stop by our table at the 2016 National Arts Marketing Project

2016

NATIONAL ARTSMARKETINGPROJECTCONFERENCE

AUSTIN, TEXAS NOVEMBER 11-14

100+ EXPERTS

30+EDUCATIONAL SESSIONS

Ticketing, subscriptions, fundraising, email marketing, and staff collaboration, all on the revolutionary Salesforce platform.

Stop by our table at the 2016 National Arts Marketing Project Conference!

FIND OUT MORE:www.patrontechnology.com

212-271-4328

Really know your audience.

Ticketing on a first-name basis.

Well-rounded fundraising.

Here today. Greater tomorrow.

All-in-one patron relationship management.

ARTSMARKETING.ORG/CONFERENCE #NAMPC 3

Ticketing, subscriptions, fundraising, email marketing, and staff collaboration, all on the revolutionary Salesforce platform.

Stop by our table at the 2016 National Arts Marketing Project Conference!

FIND OUT MORE:www.patrontechnology.com

212-271-4328

Really know your audience.

Ticketing on a first-name basis.

Well-rounded fundraising.

Here today. Greater tomorrow.

All-in-one patron relationship management.

In Austin, we’re not only in the capital city of Texas, we’re in the capital of creativity and a diverse artistic scene. From world-class festivals such as SxSW and Austin City Limits, to world-class museums and performing arts centers like the Blanton and the Long Center, Austin knows what you know—that the arts transform communities. Austin also offers museums dedicated to the city’s diversity, such as the Mexic-Arte Museum and the Carver Museum, to acknowledge the incredible richness that lies within the large number of individual artists, designers, painters, sculptors, writers, photographers, filmmakers, dancers, and musicians who call Austin home.

Coupled with its vibrant and diverse artistic scene, Austin is known for its unconventional and inventive thinking, collaboration and creative partnerships, and willingness to take risks. It’s one of the many reasons we brought you here for this national dialogue around this year’s theme of Fueling Change.

This year’s educational sessions will explore changes and innovations in arts marketing—both internally in your organization and externally in your community. How can you and your team evolve, not just keep up, to become a driver of innovation when it comes to customer experience, marketing, and technology advances?

We hope you not only learn from our 100+ field experts, but from each other. Connecting with fellow arts marketers has been a cornerstone of the NAMP Conference, and this year’s program promises to be filled with opportunities to build new, life-long connections.

Thank you for joining us, and we look forward to a fantastic Conference!

ROBERT L. LYNCH President & CEO, Americans for the Arts

The Conference theme, Fueling Change, is especially relevant here in Austin where the creative class continues to produce dynamic work while facing challenges brought on by changing industry landscapes and the fast pace of the city itself. Arts, culture, and creativity remain essential keys to Austin’s unique and distinctive identity and vital contributors to our community’s character, economy, and quality of life.

In Austin, the funky and offbeat are accepted and celebrated, often under the motto of “Keep Austin Weird.” This openness to creativity and innovation continues to attract artists and entrepreneurs who have spurred our rich and diverse cultural ecosystem. Austin is known as the Live Music Capital of the World; however, it is also a top city for filmmakers, a hub for digital gaming, and home of a vibrant new works theatre scene. In 2015, Austin was designated a UNESCO City of Media Arts, becoming one of only six U.S. cities in the UNESCO Creative City Network.

Our city has so much to offer, I encourage you to experience one of our famous live music venues, visit one of our museums, or simply explore the natural beauty of Lady Bird Lake. To those that have visited Austin before—welcome back. And to those for whom this is your first visit—we hope you’ll come back and see us soon.

Sincerely,

STEVE ADLER Mayor, City of Austin

The City of Austin is committed to compliance with the Americans with Disabilities Act. Reasonable modifications and equal access to communications will be provided upon request.

DEAR COLLEAGUES,Along with the Board and Staff of Americans for the Arts, I am pleased to welcome you to the 2016 National Arts Marketing Project Conference!

GREETINGS!On behalf of the people of Austin, I welcome you to the 2016 National Arts Marketing Project Conference.

WELCOME TO AUSTIN

http://artsmarketing.org/conference

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Altru provides a 360-degree view of your supporters by consolidating ticketing, fundraising, membership, events, and more. And now you can connect Altru with powerful email marketing tools to create and send automated campaigns that engage and cultivate your visitors, members, and donors like never before.

With the new engagement package for arts and cultural organizations, dreams really do come Altru.

Visit arts.blackbaud.com to learn more.

Tableof ContentsFREQUENTLY ASKED QUESTIONS 6

WELCOME TO CENTERSTAGE 11

EXTRACURRICULAR FUN 12

KEYNOTE SPEAKERS 13

PRECONFERENCES 14

DAILY SCHEDULE 16

SATURDAY, NOVEMBER 12 16

SUNDAY, NOVEMBER 13 20

MONDAY, NOVEMBER 14 24

EXHIBITORS 26

SPONSORS & LOCAL HOST 28

ABOUT AMERICANS FOR THE ARTS 30

#NAMPC ARTSMARKETING.ORG/CONFERENCE6

frequently asked questions

WHAT IS CENTERSTAGE?CenterStage is the hub of Conference activity! Located on the sixth floor of the Hilton Austin Hotel in the Austin Grand Ballroom Prefunction, CenterStage is where you can find Conference registration, food and beverage, the Americans for the Arts Resource Center and Bookstore, Conference exhibitors, raffles, book signings, and more!

CENTERSTAGE HOURSFRIDAY November 11 10:00 a.m. – 6:00 p.m.

SATURDAY November 12 8:00 a.m. – 6:00 p.m.

SUNDAY November 13 8:00 a.m. – 5:30 p.m.

MONDAY November 14 8:00 a.m. – 11:00 a.m.

WHERE ARE PRECONFERENCES AND CONFERENCE SESSIONS?All Preconference and Conference attendees should check in at CenterStage on the sixth floor of the Hilton Austin Hotel, in the Austin Grand Ballroom Prefunction, to pick up registration materials and a name badge. All NAMP Conference sessions will take place on the sixth floor of the Hilton Austin Hotel. Please refer to the daily schedule on page 16 for Conference room and event locations.

Please note: You are required to wear your name badge to all Conference events and meal functions. Admission will be denied to those without a badge. Replacement badges may be purchased at the Registration Desk for $50.

I’M A PRESENTER. WHAT DO I NEED TO DO?After picking up registration materials in CenterStage, all presenters are encouraged to utilize the Presenter Prep Room, located in Meeting Room 619 on the sixth floor of the Austin Hilton Hotel. This room is provided for you to review slides and make edits if needed. Presenters are required to check-in at the assigned session room 20 minutes prior to session start time to check in with the audio visual technician, download presentations, and test all media required for the session. Presenters must bring presentations on a portable drive or CD to the session.

PRESENTER PRESS ROOM HOURSFRIDAY November 11 11:00 a.m. – 5:00 p.m.




WHERE DO I SIGN UP FOR DINE-AROUNDS AND ONE-TO-ONE COACHING?A first-come, first-served sing-up board will be prominently placed near the Austin Hospitality Concierge in CenterStage. Sign-ups for Dine-Arounds will be available until 4:00 p.m. on Sunday, November 13. Sign-ups for one-to-one coaching will be available until 3:00 p.m. on Sunday, November 13.

No sign-ups are required for Curated Connections. Availability is first-come, first-served.

THE HILTON AUSTIN HOTELNAMP CONFERENCE HEADQUARTERS500 EAST 4TH STREETAustin, TX 78701512.482.8000



CAN I BRING A GUEST TO CONFERENCE EVENTS?Guest tickets are available for the Opening Reception and all keynote sessions. Tickets for guests can be purchased in advance or onsite at the Registration Desk in CenterStage. All guest tickets must be associated with a Conference participant. Check in with registration staff for more details. Please note that ticket sales will not be available at off-site event locations.

HOW CAN I GET ONLINE?+ Americans for the Arts is providing complimentary wireless Internet access in all Conference meeting spaces. Connect using wireless network NAMPC2016 and enter the password nampc2016.

+ The Hilton Austin Hotel has provided complimentary wireless Internet access in the hotel’s public spaces as well as sleeping rooms (standard Internet only).

WHERE CAN I FAX OR MAIL SOMETHING?There is a 24-hour, in-house business center located on the first floor of the Hilton Austin Hotel near the front desk. The business center can be accessed 24 hours a day with your Hilton guest room key card. Attendees and exhibitors may also take advantage of services provided by the UPS store located on the lobby level of the Hilton Austin Hotel.

Americans for the Arts will not be responsible nor will cover any fees for printing, package handling, or additional shipping charges set by the UPS store.

WHERE IS THE NEAREST DRUGSTORE AND HOSPITAL?CVS PHARMACY

.3 miles from the Hilton Austin Hotel500 Congress AvenueAustin, TX 78701512.478.1091

UNIVERSITY MEDICAL CENTER BRACKENRIDGE

.8 miles from the Hilton Austin Hotel601 East 15th StreetAustin, TX 78701512.324.7000

YOU CAN’T BE EVERYWHERE AT #NAMPC….OR CAN YOU? STAY ON TOP OF THE BUZZIEST CONVERSATIONS IN #ATX.

Follow the new NAMP Twitter feed @artsmarketers and #NAMPC and join the NAMP Conference Facebook event.

On Instagram, follow @Americans4Arts and #NAMPC

Let your colleagues back home know that we’ll be webcasting all three keynotes on the Americans for the Arts YouTube page!

WHAT IS YOUR RECORDING POLICY?Events, functions, and sessions hosted and/or produced by Americans for the Arts may not be recorded, either in video or audio format, by any organization, entity, or person without the expressed written consent of Americans for the Arts. Consent to record Americans for the Arts’ events will be given to credentialed press as requested and will be coordinated by Americans for the Arts on site. Many events and sessions at the 2016 NAMP Conference will be recorded by Americans for the Arts either through photographs, video recordings, and live or archived webcasts. Americans for the Arts may use this material for any purpose, on the web or in print. Note: As a participant of the National Arts Marketing Project Conference your image, voice, or any media may be captured during the event and used as part of our recordings archives and future promotion of the Conference.

WHAT IS THE AMERICANS FOR THE ARTS APP, AND HOW CAN I GET IT?NEW THIS YEAR! To access the National Arts Marketing Conference’s digital, mobile-friendly program, get the new Americans for the Arts Event App. Search for Americans for the Arts in your device’s app store and download the app on your smartphone or tablet!



WHEN WILL COMPLIMENTARY FOOD OR BEVERAGE BE AVAILABLE AT THE MAIN CONFERENCE?

SATURDAY, NOVEMBER 12

8:00 a.m. – 9:00 a.m. Continental Breakfast in CenterStage

10:30 a.m. – 11:00 a.m. Networking Break in CenterStage

12:00 p.m. – 1:00 p.m. Lunch Buffet in CenterStage

1:00 p.m. – 1:30 p.m.Networking Break, Dessert Buffet, & Book Signing with Nina Simon, The Art of Relevance in CenterStage

2:45 p.m. – 3:15 p.m. Networking Break with Americans for the Arts Action Fund in CenterStage

7:30 p.m. – 9:30 p.m. Opening Reception at Canopy

SUNDAY, NOVEMBER 13


11:45 a.m. – 12:15 p.m.Networking Break in CenterStage

12:15 p.m. – 1:30 p.m. Keynote Luncheon in Austin Grand Ballroom

1:30 p.m. – 2:00 p.m. Networking Break and Dessert Buffet in CenterStage

3:15 p.m. – 4:00 p.m. Networking Break in CenterStage

5:15 p.m. – 6:15 p.m. Meet the Members Happy Hour

MONDAY, NOVEMBER 14


9:30 a.m. – 10:00 a.m. Networking Break in CenterStage

WHO DO I TELL ABOUT MY ACCESSIBILITY NEEDS OR DIETARY RESTRICTIONS?Attendee comfort is important to Americans for the Arts. Conference participants (and guests) with accessibility needs are encouraged to make Registration staff aware of any concerns, needs, dietary restrictions, or accessibility requirements they may have during the Conference.


LEARN MORE AT ARTSTRATEGIES.ORG/EXECPROGRAM

You’ve identified the need for tools and frameworks to help you navigate and move forward in your career. You know what skills you need to cultivate and where your learning gaps may lie.

Over decades, NAS has worked with thousands of leaders and future leaders throughout the arts and culture field. We know the need for learning, practice, recognition and legitimacy in our field exists. We also know the organizations in which we

work and the ways we access this learning are rapidly changing. Collaborating with the University of Pennsylvania, NAS has developed an eight-month online and in-person program for cultural leadership that costs only $4,950.

The Executive Program in Arts & Culture Strategy provides you the map and compass to boost your career, helping you lead with confidence and deliver more value to your organization and the field.

IVY-LEAGUE EDUCATION

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ADMISSION: ROLLING BASIS DEADLINE: NOVEMBER 16, 2015 APPLY TODAY.

http://artstrategies.org/execprogram

79 MADISON AVE, FL 3 NY, NY 10016 | 212.220.3903 | [email protected]

K E E P T RA C K O F YO U R CA M PA I G N S

F I N D N E W AU D I E N C ES

STA N D O U T W I T H H T M L 5 & R I C H M E D I A C R E AT I V E

PA RT N E R W I T H T E A M G RA P E

YOUR STORY.OUR TECHNOLOGY.

Access your campaigns anytime through our online reporting dashboard.

Track exact ROAS through revenue tracking.

Ensure your walk-up traffic and phone calls aren’t missed with offline conversion tracking.

Access our 1st party, seed level data segments for verified arts enthusiasts.

Use real time browser history to find arts lovers that are in-market and ready to buy.

Great creatives are a no-cost way to give your campaign an additional lift. Our design team will add movement to your flat creatives, building HTML5, expandable, and in-banner video creatives for your campaign at no additional cost. Let us be your in-house digital designers.

We optimize through human analysis, not algorithms, and take a custom approach with each

client. We think this makes all the difference. So far in 2016, arts client‘s campaigns have an

average ROAS of 783% and we’d like to do the same or better for you. As consultants and

media traders, but not an agency, we partner with your current digital agency or work directly

with you and your team.

ARTSMARKETING.ORG/CONFERENCE #NAMPC 1179 MADISON AVE, FL 3 NY, NY 10016 | 212.220.3903 | [email protected]

K E E P T RA C K O F YO U R CA M PA I G N S

F I N D N E W AU D I E N C ES

STA N D O U T W I T H H T M L 5 & R I C H M E D I A C R E AT I V E

PA RT N E R W I T H T E A M G RA P E

YOUR STORY.OUR TECHNOLOGY.

Access your campaigns anytime through our online reporting dashboard.

Track exact ROAS through revenue tracking.

Ensure your walk-up traffic and phone calls aren’t missed with offline conversion tracking.

Access our 1st party, seed level data segments for verified arts enthusiasts.

Use real time browser history to find arts lovers that are in-market and ready to buy.

Great creatives are a no-cost way to give your campaign an additional lift. Our design team will add movement to your flat creatives, building HTML5, expandable, and in-banner video creatives for your campaign at no additional cost. Let us be your in-house digital designers.

We optimize through human analysis, not algorithms, and take a custom approach with each

client. We think this makes all the difference. So far in 2016, arts client‘s campaigns have an

average ROAS of 783% and we’d like to do the same or better for you. As consultants and

media traders, but not an agency, we partner with your current digital agency or work directly

with you and your team.

welcome to centerstage

LOCATED ON THE SIXTH FLOOR OF THE HILTON AUSTIN HOTEL, IN THE AUSTIN GRAND BALLROOM PREFUNCTION, CENTERSTAGE IS THE CENTER OF ACTIVITY, NETWORKING, INFORMATION SHARING, EXHIBITS, AND RESOURCES FOR THE NAMP CONFERENCE.

CENTERSTAGE HOURSFRIDAY November 11 10:00 a.m. – 6:00 p.m.




AMERICANS FOR THE ARTS RESOURCE AND MEMBERSHIP CENTERVisit the Resource and Membership Center to learn more about Americans for the Arts and our membership program, which gives you access to discounts, free resources, and our network of over 7,000 other members.

AMERICANS FOR THE ARTS STOREVisit the Americans for the Arts Store to find a wide selection of resources, new titles, gifts, and clearance items!

NETWORKING BREAKS Take this time to relax, catch up with fellow attendees, and peruse the exhibit tables.

SATURDAY, NOVEMBER 12

10:30 a.m. – 11:00 a.m.

1:00 p.m. – 1:30 p.m.

2:45 p.m. – 3:15 p.m.

SUNDAY, NOVEMBER 13

11:45 a.m. – 12:15 p.m.

1:30 p.m. – 2:00 p.m.

3:15 p.m. – 4:00 p.m.

MONDAY, NOVEMBER 14

9:30 a.m. – 10:00 a.m.

RAFFLEWin big by entering our NAMPC raffle. Download the Americans for the Arts app from your mobile device’s app store and check out the Exhibitor section for complete instructions on how you can enter the raffle. The drawing will take place Monday at 10:00 a.m. during the closing keynote and you must be present to win!

AUSTIN HOSPITALITY CONCIERGELooking for some guidance on what to do in Austin? Stop by the Austin Hospitality Concierge booth in CenterStage during the Conference to find out about any special discounts for attendees to explore the city. You can trust the advice of the Austin Hospitality Concierge, generously staffed by our local hosts! You can also sign up for Dine-Arounds and One-to-One Coaching sessions at this location.

EXHIBITORSOur exhibitors offer a wealth of new ideas, services,and products at the forefront of the industry. Visit this group of providers to enhance your business strategies and gain new insights for your business or organization. Find out more about exhibitors on page 26.

DINE-AROUND AND ONE-TO-ONE COACHING SIGN-UPS A first-come, first-served sign-up board will be prominently placed near the Austin Hospitality Concierge in CenterStage. Sign-ups for Dine-Arounds will be available until 4:00 p.m. on Sunday, November 13. Sign-ups for one-to-one coaching will be available until 3:00 p.m. on Sunday, November 13.

No sign-ups are required for Curated Connections. Availability is first-come, first-served.



extracurricular fun

GET TOGETHER. EXPLORE AUSTIN. HAVE FUN.

POWER HOUR! FRIDAY, NOVEMBER 11 6:30 p.m. – 7:30 p.m.CenterStage#powerhour

OPENING RECEPTION SATURDAY, NOVEMBER 12 7:30 p.m. – 9:30 p.m.Canopy at 916 Springdale Road

DIY ILLUMINATED ART TOUR CREEK SHOW 2016FRIDAY, NOVEMBER 11 – SUNDAY, NOVEMBER 13 6:00 p.m. – 10:00 p.m. Waller Creek, between 5th and 8th Streets

Grab a #NAMPC buddy and a walking map from the Hilton Austin Lobby and stroll along Waller Creek, running through the eastern edge of downtown Austin. You’ll be captivated by five new light-based public art works, hosted by The Waller Creek Conservancy. This visionary art illustrates the intersection of natural environment, innovative design, and urban life. All designers participating in the 2016 event are Austin-based architects, landscape architects, and visual artists.

Ever high-fived 100 people in a minute? Join us for Power Hour!—the hottest new party at #NAMPC. During this non-stop participatory event, you will arm wrestle, you will meditate, you will play hide-and-go-seek…if you can last the hour!

Each experience lasts one minute. The whole thing lasts one hour. At the end, you’ll collapse from joy and exhaustion with a few new friends—or at least a few new people you’ve yelled at the top of your lungs with.

JOIN US ON SOCIAL MEDIA @ARTSMARKETERS #NAMPC

FACEBOOK.COM/ARTSMARKETING #NAMPC & JOIN OUR NAMPC 2016 CONFERENCE EVENT

@AMERICANS4ARTS #NAMPC

JOIN THE NATIONAL ARTS MARKETING PROJECT GROUP (NAMP)

Join us for an authentically Austin opening reception at Canopy, a creative community set in east Austin. Canopy’s creative complex of artist studios, creative office spaces, art galleries, and a café are stitched together with communal courtyards and covered breezeways, emphasizing the connectedness between art, culture, and the public. As the home of the Big Medium Gallery and headquarters for the East Austin Studio Tour, Canopy is at the heart of Austin’s visual art community. Sample local drinks and bites from some of Austin’s favorite food trailers while you explore the open studios and experience performances by local creatives.

Transportation to and from the opening reception will be provided for all Conference attendees. Meet in the hotel lobby to depart as a group!

Our thanks to Big Medium, Dripping Springs Vodka, and Topo Chico for their generous support of the Opening Reception.

NAMPAROKE ATX: BEERS, BEARDS, & LIVE BAND!SUNDAY, NOVEMBER 13 9:00 p.m. – 11:00 p.m.Mohawk, 912 Red River St.#NAMParokeATX #wyattbrandrocks

Join Austin-based cultural PR | Design | Strategy agency Wyatt Brand for an epic, only-in-Austin night of live band karaoke and memories you will never forget, featuring the legendary, rock-tastic Karaoke Apocalypse, duets with the Austin Facial Hair Club, late night snacks, and more, thanks to friends Blackbaud and A&O PR. Pick your rock & roll song at karaokeapocalypse.com.


http://FACEBOOK.COM/ARTSMARKETING

http://karaokeapocalypse.com

ARTSMARKETING.ORG/CONFERENCE #NAMPC

keynote speakers

WE'RE LIVE! ALL THREE KEYNOTES WILL BE WEBCAST LIVE VIA OUR YOUTUBE CHANNEL AND WILL BE ARCHIVED THERE AFTER THE CONFERENCE CONCLUDES. TELL YOUR COLLEAGUES AND FRIENDS AT HOME TO TUNE IN AND FOLLOW ALONG WITH THE HASHTAG #NAMPC!

SATURDAY, NOVEMBER 129:00 a.m. – 10:30 a.m.Opening Keynote with Adam LernerDirector and Chief AnimatorMuseum of Contemporary Art (MCA) DenverAUSTIN GRAND BALLROOM#dyingofexcellence

Adam Lerner has been celebrated by leaders in the field for his risk-taking and innovations in audience engagement. According to The New York Times, he is “reshaping what has become a stale model for a contemporary art museum.” For Lerner, leading an arts organization means that you must find the courage to go outside conventional ways of doing things.

Connecting with visitors, staff, and communities in more human ways means using your creativity, humor, intuition, and sometimes—non-professionalism. Through refreshing, anecdotal lessons, he will talk about avoiding best practices and ignoring your mission so as to keep life, energy, and libido in an institution—and, ultimately, how to not die of excellence.

SUNDAY, NOVEMBER 1312:15 p.m. – 1:30 p.m.Keynote Luncheon with Miral Kotb Founder, iLuminateAUSTIN GRAND BALLROOM#artofthefuture

Miral Kotb is an entrepreneur, dancer, choreographer, and software engineer who combined her passion for dance and computers to create iLuminate, the entertainment technology company that combines state-of-the-art technology with the art of dance to create the ultimate audience experience. Sitting at the intersection of art and tech, iLuminate mixes dance, light, and computerized timing to create a unique amalgam of illusory perception.

iLuminate is an imaginative and fascinating journey of wireless technology and dance that is captivating audiences across the globe. Miral will share her story and discuss what it takes to make this futuristic art happen. Like any creative endeavor, iLuminate takes collaboration, perseverance, and curiosity among people from different backgrounds—and a little bit of magic.

MONDAY, NOVEMBER 1410:00 a.m. – 11:15 a.m.Closing Keynote with Chris DensonAward-Winning Innovator and Director, Omnicom Media Group’s Ignition FactoryAUSTIN GRAND BALLROOM#6degrees

Chris Denson's award-winning career has spanned marketing, media, technology integration, and product innovation. He is the Director of Omnicom Media Group's Ignition Factory and the creator of Innovation Crush, an interview series with more than 700K subscribers.

In a series of interconnected personal stories, Denson will talk about how creativity and technological innovations impact the everyday decisions we make in life and in business. He will explore topics ranging from bio-hacking to social memes, virtual reality, mobile design thinking, and more to show that there are a myriad of ways marketers can connect to consumers and fuel how consumers connect to one another.

13


preconferences

TWO IN-DEPTH MARKETING CLINICS. ONE RADICAL CONFERENCE EXPERIENCE.

FRIDAY, NOVEMBER 11, 1:00 P.M. – 6:00 P.M.

THE SPRINTING SESSIONS: A WORKSHOP ON ARTS MARKETING, CHANGE, AND THE CONNECTION ECONOMYSalon F#sprinting

1:00 p.m. – 2:15 p.m.

CORE CONCEPTS FOR CHANGING YOUR AUDIENCE

2:15 p.m. – 2:30 p.m.

BREAK

2:30 p.m. – 3:45 p.m.

IDENTIFYING AND OVERCOMING MARKETING CONSTRAINTS

3:45 p.m. – 4:00 p.m.

BREAK

4:00 p.m. – 6:00 p.m.

ASSETS, LEVERAGE, AND TACTICS

PRESENTERS: LINDA BUTLER, The Contemporary Jewish Museum, San Francisco, CA

ADAM THURMAN, Children's Theatre Company, Minneapolis, MN

RELEVANCE: BREAKING THROUGH THE BUZZ TO BUILD MEANINGFUL CHANGESalon G#relevance

1:00 p.m. – 1:30 p.m.

WHAT IS RELEVANCE?

1:30 p.m. – 2:30 p.m.

INSIDERS AND OUTSIDERS

2:30 p.m. – 2:45 p.m.

BREAK

2:45 p.m. – 3:00 p.m.

PIVOTING TO OUTSIDERS

3:00 p.m. – 3:45 p.m.

ROOMS AND DOORS

3:45 p.m. – 4:00 p.m.

BREAK

4:00 p.m. – 5:15 p.m.

BUILDING A BIGGER ROOM

PRESENTERS:

ELISA GRANATA, The Santa Cruz Museum of Art and History, Santa Cruz, CA

NINA SIMON, The Santa Cruz Museum of Art and History, Santa Cruz, CA

POWER HOUR! FRIDAY, NOVEMBER 11 6:30 p.m. – 7:30 p.m.CenterStage#powerhour

Ever high-fived 100 people in a minute? Join us for Power Hour!—the hottest new party at #NAMPC. During this non-stop participatory event, you will arm wrestle, you will meditate, you will play hide-and-go-seek…if you can last the hour!

Each experience lasts one minute. The whole thing lasts one hour. At the end, you’ll collapse from joy and exhaustion with a few new friends—or at least a few new people you’ve yelled at the top of your lungs with.



session tracks & types

NEW YEAR. NEW FORMAT. NEW IDEAS.

SESSION TRACKS

SESSION TYPES

AUDIENCE & COMMUNITY ENGAGEMENTIn the ever-changing landscape of audience and community engagement, how can arts marketers effectively reach, retain, and diversify audiences? Gain new ideas and tools to meaningfully connect with the audiences and communities you serve.

#NAMPC #engagement

CONTENT & STORYTELLINGContent is both the present and future of marketing. Learn how to become a content rockstar and dynamic storyteller using content that is valuable and relevant.

#NAMPC #stories

DATA & ANALYTICSWhen data is everywhere, where do you start? The trick is learning how to capture data, interpret it, and make it useful for you and your organization.

#NAMPC #data

INNOVATIONHow do we open the floodgates to new ideas and new processes that will drive our organizations to redefine what is standard? Dive into new models and creative innovations that are changing arts marketing and audience engagement.

#NAMPC #innovation

REVENUE GENERATIONLearn about creative revenue streams, sales strategies, and pricing models that will accelerate revenue growth and improve sales performance.

#NAMPC #revenue

SOCIAL MEDIA & DIGITAL MARKETINGDespite an over-saturated environment, social media and digital marketing can still effectively engage patrons. Learn how to drive audience response, brand value, and revenue generation.

#NAMPC #digital

CASE STUDIESLearn how individuals, organizations, or communities are fueling change in very real ways and learn practical real-life lessons from your peers.

Space will be limited.

COMMUNITY FORUMSThese deep, think-tank style discussions address some of the most pressing issues you’re facing.

Please note, due to the highly interactive nature of these sessions, space will be limited.

EXCLUSIVE RESEARCHFrom Capacity Interactive’s 2015 Digital Marketing Benchmark Study to Americans for the Arts’ Public Opinion Poll, this year we’ll reveal some of the most exciting insights, data, and statistics that you need to know.

PANELSGain the necessary tools, practical skills, and actionable takeaways from arts marketing experts around the nation so that you too can fuel the change in your organization and community.

WORKSHOPSRoll up your sleeves for these interactive sessions where you will work in small groups to develop solutions or build a workable strategy for your most pressing arts marketing challenges.



daily schedule

DAY 1: SATURDAY, NOVEMBER 12 8:00 a.m. – 6:00 p.m.

REGISTRATION AND CENTERSTAGE OPENAustin Grand Ballroom Prefunction

8:00 a.m. – 9:00 a.m.

CONTINENTAL BREAKFAST CenterStage

8:15 a.m. – 8:45 a.m.

NAMP NEWBIE MEET UPSalon G#nampcnewbies

If this is your first time at the NAMP Conference, grab your breakfast and meet other NAMP Newbies during this morning meet-and-greet.

9:00 a.m. – 10:30 a.m.

OPENING KEYNOTE WITH ADAM LERNER Austin Grand Ballroom #dyingofexcellence

Adam Lerner doesn't shy away from the ridiculous, and that’s because the risk is not in failure or criticism, but in not taking the chance to begin with. In his keynote, Dying of Excellence, he explores courage: how do we, as arts leaders, find our courage to go outside the conventional? Through anecdotes and lessons, you will learn the secrets to keeping life, energy, and libido in your organizations—and, ultimately, how to not die of excellence.

The Opening Keynote will be webcast live on the Americans for the Arts YouTube Channel.

10:30 a.m. – 11:00 a.m.

NETWORKING BREAK CenterStage

11:00 a.m. – 12:00 p.m.

RESEARCH PLENARY: INSIGHTS FROM THE ARTS INDUSTRY DIGITAL BENCHMARK STUDYAustin Grand Ballroom

The digital age is fueling change for arts marketers everywhere. How are arts organizations embracing digital to better market their offerings? Hear the findings from Capacity Interactive’s most recent Digital Benchmark Study. You’ll gain insights into how hundreds of arts organizations are using social media, video, analytics, mobile, digital advertising, e-mail, and the web. Learn new digital practices and see how your organization stacks up in the digital world.

Erik Gensler, Capacity Interactive, New York, NY

12:00 p.m. – 1:00 p.m.

LUNCH & AMERICANS FOR THE ARTS PUBLIC OPINION POLL Austin Grand Ballroom

Grab lunch from our buffet in CenterStage and find a seat in the Grand Ballroom to hear the findings from the Americans for the Arts’ Public Opinion Poll—a new, in-depth look at the perceptions and attitudes about the arts in the United States. Come hear the stats, trends, and answers you’ve never heard before.

Randy Cohen, Americans for the Arts, Washington, DC

1:00 p.m. – 1:30 p.m.

NETWORKING BREAK, DESSERT BUFFET, & BOOK SIGNING WITH NINA SIMON, THE ART OF RELEVANCE

CenterStage

1:30 p.m. – 2:45 p.m.

CONCURRENT SESSIONS

LIVING YOUR BRANDSalon F

You are the culmination of all of your experiences, and so is your brand. From the basics of brand components to creative execution of cultures of



AUDIENCE & COMMUNITY ENGAGEMENT

CONTENT & STORYTELLING

DATA & ANALYTICS

CASE STUDIES

COMMUNITY FORUMS

EXCLUSIVE RESEARCH

PANELS

WORKSHOPS

FOOD & BEVERAGE

INNOVATION

REVENUE GENERATION

SOCIAL MEDIA & DIGITAL MARKETING

connection, this session helps you understand the importance of building community with all your constituents.

Kory Kelly, Kory P. Kelly Consulting, Los Angeles, CA; Clayton Kenney, Museum of Contemporary Art (MCA) Denver, Denver CO; J Reese, Forward Flux Productions, Seattle, WA

MOVING UP: CAREER PATHS FROM MARKETING TO CEOSalon G

Imagine your future. Have you spent time wondering what path you should be taking from today to the leadership role you have in mind? Hear from experienced arts CEOs, all of whom began their careers in arts marketing. Ask questions, learn how their marketing experience has been beneficial (and why), and what additional skills helped them make the move to the top.

Chad Bauman, Milwaukee Repertory Theatre, Milwaukee, WI; Jennifer Bielstein, Guthrie Theatre, Minneapolis, MN; Deborah Obalil, Association of Independent Colleges of Art & Design, Providence, RI; Andrew Proctor, Literary Arts, Portland, OR

FUELING CHANGE VIA SMART ENGAGEMENT WITH EXISTING & NEW TECHNOLOGIESSalon JK

Arts organizations face challenges in staying technologically relevant. Explore the balancing act between the value of the live artistic experience that co-exists within and alongside the digital age, including augmented reality and more. Hear case studies of how arts institutions are implementing new tech and tools for determining strategies best suited to meet a community at its creative edge.

Jess Bergson, Arts Management and Technology Lab, Pittsburgh, PA; Brett Ashley Crawford, Carnegie Mellon University, Pittsburgh, PA; Kate Martin, SapientNitro, New York, NY; Anne Marie Padleford, Arts Management and Technology Lab, Pittsburgh, PA

EMBODIED AWARENESS: ANOTHER LOOK AT DIVERSITY, INCLUSION, AND ACCESSIBILITYRoom 602

An organization’s physical space has the potential to be the ultimate marketing tool: deepening audience engagement, creating a sense of belonging, and serving as a reflection of its mission and values. So why is physical space overlooked as a resource for deeper messaging around notions of access, inclusion, and diversity? Learn how space can serve multiple diversities without requiring a huge financial investment.

Madison Cario, Georgia Institute of Technology, Atlanta, GA

2:45 p.m. – 3:15 p.m.

NETWORKING BREAK WITH THE AMERICANS FOR THE ARTS ACTION FUND CenterStage

3:15 p.m. – 4:30 p.m.

CONCURRENT SESSIONS

THE EVOLVING WORLD OF DIGITAL ADSSalon F

The digital world is in a constant state of flux, and digital advertising is no exception. Gain an in-depth understanding of how to design and leverage digital advertising to attract the largest audiences to your work, regardless of budget size. We’ll cover image and copy selection, calls to action, disruptive ad design, animation, video advertising, how to ensure web and mobile compatibility, and more. Leave with a clear set of digital advertising guidelines and ideas for how to be flexible and creative within them.

Grace Geller, American Repertory Theater, Cambridge, MA; Karyn LeSuer, Mark Morris Dance Company, Brooklyn, NY; Anita Merk, Flyleaf Creative, New York, NY; Bill Updegraff, Grapeseed Media, New York, NY



daily schedule

SOCIAL MEDIA IS YOUR MISSION. YOUR MISSION IS SOCIAL MEDIA.Salon G

In 2016, arts marketers know that social media has the power to make or break your brand: from opinions and reviews to relationships. In the future, social media must be an extension of your 360-degree organizational strategy: including your mission, brand, sales, stewardship, PR, donor relations, and programming. Join us to dissect the themes, best practices, tools, and pet peeves of the defining moments that play out on social media and how to stay true to your mission in the (inter)face of it all.

Alie Cline, The Blanton Museum of Art, Austin, TX; Lainya Magana, A&O PR, Brooklyn, NY; Nella Vera, BFV Management, Feinstein's/54 Below & The Commercial Theater Institute, New York, NY; David Wyatt, Wyatt Brand, Austin, TX

BUILD YOUR MARKETING TEAM TO ENDURE AND MANIFEST CHANGE Salon JK

As an arts leader, how can you get the most out of your marketing team’s human capital without burnout? What are the effective ways to foster a departmental culture that is team-oriented and comfortable with change? Explore innovative and experiential approaches to leadership and management, and learn the strategies for building your ideal marketing team.

Jeffrey Golde, Columbia Business School, New York, NY; Tahra Millan, Caramoor Center for Music and the Arts, Katonah, NY

IS ARTS MARKETING KNOWLEDGE BEING MARGINALIZED?Room 602

As the marketing expert for your organization, do you ever feel marginalized in marketing-based decisions by colleagues who have limited experience? Empowering the marketer as a decision-maker ultimately increases arts participation and revenue. Join this think-tank style session to discuss, or debate, the validity of this hypothesis. Collectively brainstorm solutions and remedies alongside arts marketers from across the country.

This session is designed for those who have significant experience in arts marketing.

Jerry Yoshitomi, MeaningMatters, LLC, Oxnard, CA

GROWING A COMMUNITY OF YOUNG ARTS PATRONS FROM SCRATCHRoom 614

Forward Flux Production was founded as a one-off production company for plays and experiences with the millennial audience in mind, but founder Wesley Frugé had bigger plans. Starting with no pre-existing contacts or donors, within the last three years, this brand has been able to attract a diverse audience to its unique events and productions, including tech workers, millennials, traditional theater patrons, and audiences across the full racial and economic spectrum.

Wesley Frugé, Forward Flux Productions, Seattle, WA

4:30 p.m. – 4:45 p.m.

BREAKCenterStage 4:45 p.m. – 6:00 p.m.

CONCURRENT SESSIONS

PSYCHOGRAPHIC SEGMENTATION: GROW YOUR BRAND, AUDIENCE, AND INCOME AT THE SAME TIMESalon F

Get familiar with psychographic segmentation, and learn how this new approach to campaigns has seen a marked increase in response rate, sales, and donations for arts organizations just like yours. Ask and answer: how can this new segmentation technique drive brand engagement and ROI across programming, marketing, and development? Walk away with approaches that will work for your organization.

Howard Levine, 92nd Street Y, New York, NY; Andrew McIntyre, Morris Hargreaves McIntyre, Manchester, UK



AMERICA’S MARKETERS GOT TALENT LIVE!Salon JK

Bring your best marketing innovation and audition! YOU could be the next marketing star. An expert panel of judges decide which arts marketing innovations make the cut, and the most creative marketing innovation will be presented on Monday, before the Closing Keynote! Don’t want to share? Come and be inspired! Next year, it could be you up there!

Judges: Erin Daigle, SERINO/COYNE, New York, NY; Graham Dunstan, Americans for the Arts, New York, NY; Ruby Harper, Americans for the Arts, Washington, DC; Allison Houseworth, Method121, Washington, DC

EXTREME E-MAIL MARKETING MAKEOVER!Salon G

E-mail continues to have the highest ROI of any digital marketing effort. Are you maximizing your e-mail campaigns to drive open rates, engagement, and conversions? Learn best practices for design, subject lines, list segmentation, and more. Explore behavior-based campaigns to customize your messaging and learn about e-mail automation functionality that will revolutionize the way you think about and deploy your email campaigns.

Brandon Biggs, dotmailer inc, New York, NY; Ceci Dadisman, President, Cardinal + Company, West Palm Beach, FL

CONTENT, CONTESTS, & COMMUNITY BUILDING Room 602

Social media is not just a place to pump out event information or ticket deals. Relevant, interactive social experiences capture attention, cut through the clutter, and make people part of a greater conversation. Learn how to better engage your audience on social and best practices for content and contests to activate communities.

Jennifer Falk, ArtsEmerson, Boston, MA

IN THE MARKET FOR DIVERSITY & INCLUSION: BOARD EDITIONRoom 614Arts & cultural boards can lack readily identifiable indicators of diversity and inclusive thinking. How can you, as a marketing professional, do your part toward creating a diverse and inclusive organization from staff to board? Discuss how to navigate relationships with current board members and engage with potential board members to help create and maintain a board you can be proud of.

Brea M. Heidelberg, Rider University, Lawrenceville, NJ

7:30 p.m. – 9:30 p.m.

OPENING RECEPTION Canopy at 916 Springdale Road

Join us for an authentically Austin opening reception at Canopy, a creative community set in east Austin. Sample local drinks and bites from some of Austin’s favorite food trailers while you explore the open studios and experience performances by local creatives.

Transportation to and from the opening reception will be provided for all Conference attendees.

Our thanks to Big Medium, Dripping Springs Vodka, and Topo Chico for their generous support of the Opening Reception.



DATA & ANALYTICS

CASE STUDIES

COMMUNITY FORUMS

EXCLUSIVE RESEARCH

PANELS

WORKSHOPS

FOOD & BEVERAGE

INNOVATION

REVENUE GENERATION




daily schedule

DAY 2: SUNDAY, NOVEMBER 13 8:00 a.m. – 5:30 p.m.


8:00 a.m. – 9:00 a.m.


9:00 a.m. – 10:15 a.m.

CONCURRENT SESSIONS

WHAT CAN DATA TELL US ABOUT THE FUTURE OF THE ARTS?Salon F

The nonprofit arts world is awash in data—from attendance numbers and attitudes to artist employment statistics. First join us to look beyond the numbers to explore how—as a field—we’ve arrived at this present moment. Then explore what these data trends suggest about how arts organizations do and communicate their work. Based on what we discern from the data in order to better anticipate changing demographics and priorities of the many communities you serve, you will work to envision your “community of tomorrow” through an interactive exercise.

Talia Gibas, Los Angeles County Arts Commission, Los Angeles, CA; Charlie Jensen, Colburn School, Los Angeles, CA; Bryan Joseph Lee, Round House Theatre, Bethesda, MD

BREAKING THROUGH: AUDIENCE ACQUISITION WITH EMERGING TECHNOLOGIESSalon G

As arts organizations continue to face increased direct and indirect competition, it is essential to stay ahead of the marketing curve. In this highly interactive session, learn best practices to acquire new audiences and turn transactions into transformative experiences. Hear success stories from an arts and education nonprofit that partnered with

digital and print representatives from The Washington Post advertising team to build brand awareness and boost online sales. Leave with insight into emerging digital advertising trends and tools to create dynamic integrated marketing and communications plans to attract and retain patrons.

Anneliese DeDiemar, Imagination Stage, Washington, DC; Kristen Friesen, The Washington Post, Washington, DC

WHAT ARE YOU REALLY SELLING? ARTS MARKETING & THE PATRON JOURNEYSalon H

When we think about customer experience and satisfaction, what are we really selling? Explore the importance of a unique selling proposition (USP) and examine the intricacies of what creates consumer expectations and satisfaction. Learn how your USP relates to product characteristics, pricing structure, as well as placement and promotional strategy.

Philippe Ravanas, Columbia College Chicago, Chicago, IL; Dennis Rich, Creative Enterprise Consulting, Richmond, CA; Steven Roth, JCA Arts Marketing/The Pricing Institute, Weston, MA

DISABILITY, DIVERSITY, AND ENGAGEMENTRoom 602

As arts marketers seek out ways to diversify audiences, where do people with disabilities fit in? Historically, the question has been: what do we legally have to do? How accessible do we need to be? Discuss concepts of disability from a multicultural perspective and be provided with suggestions on how to create relationships with different segments of the disability community.

Beth Prevor, Hands On, New York, NY

10:15 a.m. – 10:30 a.m.

BREAKCenterStage



10:30 a.m. – 11:45 a.m.

CONCURRENT SESSIONS

FREE RANGE ART: NAVIGATING RISK, CHANGE, & INNOVATIONSalon H

Are you ready to generate bold ideas, explore risk by iterating, probe the barriers to innovation, and brainstorm strategies for embracing a spirit of experimentation? Work side-by-side with the creators of the Fusebox Festival — an Austin-based contemporary art and performance festival — to explore innovations that can be applied to your organization. First, hear Fusebox’s case study: the festival’s complete overhaul and innovations exploded into boosted attendance rates, creative revenue streams, diverse audiences, and creative community partnerships. Then, in true workshop fashion, you’ll apply what you’ve learned across marketing, engagement, ticketing, staffing, and programming strategy so that perhaps you, too, can open doorways to access and discovery.

Brad Carlin, Managing Director, Fusebox, Austin, TX; Michelle Dahlenburg, Conspire Theatre/Texas State University, Austin, TX

GRAY IS THE NEW GOLD: REIMAGINING OLDER ADULT ENGAGEMENT, PERSPECTIVES, AND IMPACTSalon G

Every day in the Unites States, 10,000 people turn 65 years old. With so many active seniors looking for meaningful arts experiences in your community, what if the graying audience is an asset to be embraced, rather than a problem to be solved?

Desmond Davis, Verb Ballets, Shaker Heights, OH; Christy Farnbauch, Ohio Arts Council, Columbus, OH; Greg Finch, National Center for Creative Aging, Washington, DC

SHIFTING GEARS: 21ST CENTURY DEMOGRAPHICSSalon F

The face of America has changed, along with the faces in your potential audiences. As the dust settles from the presidential election, learn how the paradigm for targeting and marketing to Latinos needs to shift gears—and shift fast. Understanding the complexities of diverse Latino populations, including Afro-Latino populations, is the first step in our discussion. Join us!

Verónica Castillo-Pérez, Preserving Diverse Cultures Division, Pennsylvania Council on the Arts, Philadelphia, PA; Joseph Gonzales, The University of the Arts, Philadelphia, PA; Cynthia Perez, La Pena, Inc., Austin, TX

FLEISHER ART MEMORIAL: MISSION-DRIVEN AUDIENCE ENGAGEMENT IN A CHANGING COMMUNITYRoom 602

Hear key lessons from the Fleisher Art Memorial’s transformative process of reimagining its audience engagement strategy in light of both its mission mandate as well as shifts in the ethnic makeup of its community. Gain the concrete, actionable ideas to increase the efficacy of your audience engagement efforts and apply concepts from the Fleisher Art Memorial’s success to your own organization.

Sara Leonard, Sara Leonard Consulting, Columbia, MO; Magda Martinez, Fleisher Art Memorial, Philadelphia, PA

11:45 a.m. – 12:15 p.m.




DATA & ANALYTICS

CASE STUDIES

COMMUNITY FORUMS

EXCLUSIVE RESEARCH

PANELS

WORKSHOPS

FOOD & BEVERAGE

INNOVATION

REVENUE GENERATION




daily schedule

12:15 p.m. – 1:30 p.m.

KEYNOTE LUNCHEON WITH MIRAL KOTB Austin Grand Ballroom #artofthefuture

iLuminate is a true synthesis of art and technology. But what are the three core elements that need to be in place for this futuristic performance art to be successful? You might be surprised. It is when these elements fuse together that the audience is challenged to go beyond our own thinking and see beyond the obvious solutions to everyday problems, and ultimately create a truly magical performance.

The Lunch Keynote will be webcast live on the Americans for the Arts YouTube Channel.

1:30 p.m. – 2:00 p.m.

NETWORKING BREAK AND DESSERT BUFFET CenterStage

2:00 p.m. – 3:15 p.m.

CONCURRENT SESSIONS

CULTIVATING ARTS AUDIENCES ACROSS THE DIGITAL LANDSCAPESalon F

With the rise of online streaming, interactive social media, and video content, digital media is quickly emerging as the medium for delivering unique experiences and growing arts participation. To effectively maximize the digital landscape, arts marketers need to know the strategies for developing and distributing compelling, creative content. Hear the latest innovations, affordable tools, distribution channels, and techniques to leverage digital marketing for your organization.

Stephen Belth, Arts Marketing Network, Homestead, FL; Laura Bruney, Arts & Business Council of Miami, Miami, FL; Kim Notemy, Boston Symphony Orchestra, Boston, MA

FREE AND DISCOUNTED: DO PRICING-BASED ACCESSIBILITY PROGRAMS WORK?Salon G

Museums and theaters often offer free, discounted, or pay-what-you-can programs to boost arts participation. But are those audiences that are taking advantage of these offerings the people we are seeking to engage? Explore various discount options offered by arts organizations, both nationally and internationally. Explore how to measure the success of these offerings and investigate—from a psychological perspective—why audiences are drawn to these opportunities.

Ron Evans, Group of Minds, San Jose, CA; Debra Garcia y Griego, Santa Fe Arts Commission, Santa Fe, NM; Lisa Mallette, City Lights Theatre Company, San Jose, CA

YOU’RE WRONG WHEN EVERYONE AGREES WITH YOU: STAFF DIVERSITY RESONATES WITH PATRONSSalon H

Does your staff reflect the audiences you desire to serve? If not, does your organization have an intentional diversity strategic plan? Does your team purposefully create equitable spaces where all voices can have a seat at the table? Challenge yourself to think about personal biases and histories and consider the recruitment and retention of diverse staff in your arts marketing strategies.

Camille Cíntron, The John F. Kennedy Center for the Performing Arts, Washington, DC; Andrés Holder, The Washington Ballet, Washington, DC; Tricia Homer, HGVenture, LLP, College Park, MD; Joseph Yoshitomi, TheaterMania, Los Angeles, CA



CHANGE PROCESSESRoom 602

Living and working in a state of perpetual change is the new normal. From now on, every project will be in a constant beta phase, needing to be responsive to changes as they arise. This shift is a mandate for the arts and culture sector to create consistent, life-long learning systems and pivot away from the rote repetition of what once worked. Focus on how to create, iterate, and develop new systems from within.

Jennifer Edwards, Edwards and Skybetter Change Agency, New York, NY

3:15 p.m. – 4:00 p.m.


3:30 p.m. – 5:00 p.m.

ONE-TO-ONE COACHINGRoom 614

Looking for specific advice for your digital marketing, branding, or social media strategy? Sign up for one-on-one time with one of our expert marketers in the field. Sign-ups will take place in CenterStage until 3:15 p.m. on Sunday, so don’t delay!

IN SYNC COMMUNICATIONS: BETTER COPY AND GRAPHICS TO TELL (AND SELL) YOUR STORY Stephen Belth, ArtsMarketing Network, Homestead, FL

EFFECTIVE PRICING STRATEGIESBrian Franko, JCA Arts Marketing/The Pricing Institute, Seattle, WA

GETTING THE MOST FROM YOUR MARKETING TEAM Jeffrey Golde, Columbia Business School, New York, NY

AUDIENCE ENGAGEMENTMatthew Graber, San Diego Repertory Theatre, San Diego, CA

REACHING NEW AUDIENCES: PLANNING YOUR FIRST STEPS Magda Martinez, Fleisher Art Memorial, Philadelphia, PA

BRANDING A NEIGHBORHOOD: STRATEGIES FOR UNCOVERING AND BUILDING BRAND EQUITY IN COMMUNITIES Chris McLeod, CLM Marketing LLC, Washington, DC

SHOULDER TO CRY ON? HELPFUL BRAINSTORMING AND ANALYSIS Joel D. Rainville, Chanhassen Dinner Theatres, Chanhassen, MN

MANAGING ORGANIZATIONAL CHANGE Mara Walker, Americans for the Arts, Washington, DC

WHEN AND HOW TO OUTSOURCEDavid Wyatt, Wyatt Brand, Austin, TX

3:30 p.m. – 5:00 p.m.

CURATED CONNECTIONSSalon JK

So many talented arts leaders come to #NAMPC. During Curated Connections, you’ll blaze through a series of quick and unconventionally structured conversations with peers and industry experts. Pick your top choice from the list of Curated Connections, but get ready to move on to another every 30 minutes! ARTS MARKETING & MOBILE APPS…WHY BOTHER? David Dombrosky, InstantEncore, Pittsburgh, PA

IDEAS THAT BUILD AUDIENCES! Shoshanna Fanizza, Audience Development Specialists, Boulder, CO

INNOVATIVE RE-BRANDING Stacy Lucas, Children's Museum of Atlanta, Atlanta, GA; Josh Jenkins, Americans for the Arts, Washington, DC



DATA & ANALYTICS

CASE STUDIES

COMMUNITY FORUMS

EXCLUSIVE RESEARCH

PANELS

WORKSHOPS

FOOD & BEVERAGE

INNOVATION

REVENUE GENERATION




daily schedule

POKÉMON GO! Allison Houseworth, Method 121, Washington, DC

REVENUE PREDICTION Cathy Bagwell Marsh, American Shakespeare Center, Staunton, VA

SUB-BRANDING Bridget Woodbury, Americans for the Arts, Washington, DC

WHITE VOICES ADVOCATING FOR DIVERSITY, EQUITY, AND INCLUSION Erik Schroeder, Manhattan Theatre Club, New York, NY

KEEPING THE NEW AUDIENCES YOU ATTRACT David Seals, TRGArts, Colorado Springs, CO

SAY “YAAS!" TO NEW AUDIENCES: BUILDING PROGRAMMING FOR MILLENNIALS Laura Zorch McDermit, Carnegie Museum of Art, Pittsburgh, PA

5:15 p.m. – 6:15 p.m.

MEET THE MEMBERS HAPPY HOURCenterStage#aftamembers

Join us as we celebrate the accomplishments of our members and learn more about our growing network, as well as our tools and resources at this casual post-session happy hour! All are welcome!

7:30 p.m.

DINE-AROUNDS Reservation times and locations vary

Sign up in CenterStage for the informal Dine-Arounds to experience first-hand Austin’s eclectic culinary cuisine. These Dutch-treat dinners are tailored around topics in marketing and audience engagement, and space is limited per dinner to encourage lively conversation. Sign up before 4:00 p.m. and meet your group at 7:00 p.m. in the Lobby of the Hilton Austin Hotel. Your leader will coordinate walking or taking taxis as necessary.

9:00 p.m.

NAMPAROKE ATX: BEERS, BEARDS, & LIVE BAND!Mohawk, 912 Red River St.#NAMParokeATX #wyattbrandrocks

Join Austin-based cultural PR | Design | Strategy agency Wyatt Brand for an epic, only-in-Austin night of live band karaoke and memories you will never forget featuring the legendary, rock-tastic Karaoke Apocalypse, duets with the Austin Facial Hair Club, late night snacks, and more thanks to friends Blackbaud and A&O PR. Pick your rock & roll song at karaokeapocalypse.com.

DAY 3: MONDAY, NOVEMBER 148:00 a.m. – 11:00 a.m.


8:00 a.m. – 8:45 a.m.


8:30 a.m. – 9:30 a.m.

CONCURRENT SESSIONS

THE NEW FRONTIER OF DYNAMIC PRICINGRoom 602

Many arts organizations have embraced dynamic pricing. From maximizing revenue to measuring success, go beyond the basics and learn the newest strategies and best practices.

Kyle Circus, Playwrights Horizons, New York, NY; Cathy Bagwell Marsh, American Shakespeare Center, Staunton, VA; Brian Franko, JCA Arts Marketing/The Pricing Institute, Seattle, WA


http://karaokeapocalypse.com


CUT A PRINT AD, CREATE A VIDEOSalon G

Video consumption on PCs and mobile devices is skyrocketing. Including video on a landing page can dramatically increase conversions. Did you know that 68% of ticket buyers say that watching a video influences their purchase consideration? As an arts marketer, the content of your videos must be as compelling as the work you put on your stage. Watch the best produced videos we’ve seen from the arts world and learn why video is so important for your marketing.

Christopher Williams, Capacity Interactive, New York, NY; Rachel Purcell, Capacity Interactive, New York, NY

EMBRACING DYNAMIC FRAMEWORKS TO DRIVE ORGANIZATIONAL CHANGESalon H

Arts organizations in the UK are embracing lean marketing methodologies and experimentation as a means for facilitating ongoing, effective change. How can we apply these innovative frameworks to our careers, our organizations, and our communities?

Cath Hume, Arts Marketing Association, Cambridge, UK; Carol Jones, The Audience Agency, London, UK

ART ACROSS THE CITY: COMMUNITY-BASED COLLABORATIONS IN AUSTINSalon F

Explore how Austin’s most recognized creative placemaking projects are changing perceptions and building audiences. Learn how to support successful cross-sector partnerships and create effective engagement strategies for your community.

Don Anderson, City of Austin Capital Metro, Austin, TX; Michael Anthony Garcia, Los Outsiders, Austin, TX; Krissie Marty, Forklift Danceworks, Austin, TX; Allison Orr, Forklift Danceworks, Austin, TX;

Lynn Osgood, GO collaborative, Austin, TX; Allen Small, Austin Energy, Austin, TX

Our thanks to the Applied Materials Foundation for its support of this session.

9:30 a.m. – 10:00 a.m.


10:00 a.m. – 11:15 a.m.

CLOSING KEYNOTE WITH CHRIS DENSON Austin Grand Ballroom #6degrees

In a series of interconnected personal stories and professional anecdotes, Denson will talk about how creativity and technological innovations impact the everyday decisions we make in life and in business. In his closing keynote, 6 Degrees of Connection, Denson will explore topics ranging from bio-hacking to social memes, virtual reality, mobile design thinking, and more to show that there are myriad ways marketers can connect to consumers and fuel how consumers connect to one another.

The Closing Keynote will be webcast live on the Americans for the Arts YouTube Channel.



DATA & ANALYTICS

CASE STUDIES

COMMUNITY FORUMS

EXCLUSIVE RESEARCH

PANELS

WORKSHOPS

FOOD & BEVERAGE

INNOVATION

REVENUE GENERATION




visit our exhibitors

BLACKBAUDarts.blackbaud.com

More than 2,200 leaders in the arts and cultural industry partner with Blackbaud for ticketing, membership, fundraising, facility rentals, merchandise, event management and more. Visit arts.blackbaud.com to learn more.

CAPACITY INTERACTIVEwww.capacityinteractive.com

Capacity Interactive is a premier digital marketing consulting agency that serves America’s leading performing arts organizations. Our mission is to help clients engage audiences, build community, and market smarter.

CHOICECRMwww.choicecrm.com

ChoiceCRM, a Shubert Organization company, provides an all-inclusive ticketing and fundraising solution, built on strong customer relationship management software, and the expertise to help organizations create and define ongoing relationships with audiences.

CINEVATIVE www.cinevative.com

Cinevative is the nation’s leading producer of commercials and video promos for the performing arts and live entertainment. Since 2001, its innovative promos have increased ticket sales for some of the most respected arts organizations in the country.

DOWNLOAD THE AMERICANS FOR THE ARTS APP AND VISIT OUR EXHIBITIONS TO ENTER THE NAMPC RAFFLE.

CULTUREOWLwww.cultureowl.com

A multi-platform brand that enables art aficionados to experience their favorite cultural events on their own terms, while empowering arts groups and brand partners to directly connect with this targeted audience for maximum marketing impact.

FLYLEAF CREATIVEwww.flyleafcreative.com

Flyleaf Creative is an award-winning design firm for arts, culture, and social justice non-profits. Our deep knowledge incorporates institutional goals into tools and platforms that cultivate content and activate audiences through digital and print media.

GRAPESEED MEDIAwww.grapeseedmedia.com

Grapeseed Media offers a more human approach to the latest ad technology and audience buying strategies. Grapeseed Media partners with you to boost awareness and drive revenue through preciously targeted display, video, social, mobile, in-app, and native ads.

INSTANT ENCOREwww.instantencore.com

InstantEncore is the leading provider of mobile solutions to performing arts organizations around the world. Our partners use the InstantEncore platform to power their mobile apps, enhance live experiences, and create deeper relationships with their audiences.

MOGOARTSwww.mogoartsmarketing.com

MogoARTS Marketing provides advanced digital marketing for the arts. We support over 150 cultural organizations, utilizing full-funnel strategies across display, search, social, and mobile platforms.


http://arts.blackbaud.com

http://www.capacityinteractive.com

http://www.choicecrm.com

http://www.cinevative.com

http://www.cultureowl.com

http://www.flyleafcreative.com

http://www.grapeseedmedia.com

http://www.instantencore.com

http://www.mogoartsmarketing.com


PATRON TECHNOLOGYwww.patrontechnology.com

Patron Technology’s mission is to revolutionize the arts & entertainment industry by helping customers build stronger and more profitable relationships with patrons using PatronManager, a CRM system combining box office ticketing, fundraising, and marketing.

SD&A TELESERVICESwww.sdats.com

SD&A Teleservices has proudly served the non-profit arts community since 1983. With efforts backed by the company’s core values; quality, service, integrity, innovation, and collaboration, SD&A has partnered with many organizations to manage successful subscription sales and fundraising campaigns.

SPEKTRIXwww.spektrix.com

Founded in 2007, Spektrix creates easy to use ticketing, marketing and fundraising software specifically for the performing arts, and is used by 260+ arts organizations in North America and the UK.

TESSITURA NETWORKwww.tessituranetwork.com

Tessitura’s CRM Software offers specialized functionality for marketing, fundraising, memberships, ticketing and more while housing data in a single, unified system. The result? Deeper audience engagement, unparalleled organizational efficiency, increased revenue and more time devoted to the advancement of your mission.

THEATERMANIA.COM | OVATIONTIX.COM www.ovationtix.com

TheaterMania leverages its media (editorial/advertising/social) and software technologies to connect performing

arts fans with the events they love and you produce. Hundreds of nonprofit theaters count TheaterMania’s cloud-based OvationTix software as a partner in growing ticket sales, donations and patron engagement.

TOPTIXwww.toptix.com

Since 2000, TopTix, Ltd. has been supplying software for ticketing, fundraising and customer relationship management. Our flagship platform, SRO (Standing Room Only), supports over 500 institutions, processing 80 million tickets a year.

TRG ARTSwww.trgarts.com

The Results Group for the Arts (TRG Arts) is a data-driven consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue, feeding the artistic innovation which inspires entire communities.

THE UNIVERSITY OF CONNECTICUT artsadmin.uconn.edu

The University of Connecticut Administration program offers two distinct educational tracks - an online graduate certificate & an in-residence MFA. Each approach explores the key areas of marketing, leadership & governance, fundraising, and finance.

UNIVERSITY OF DENVERwww.universitycollege.du.edu

The Arts and Culture program at DU’s University College prepares you to develop, create, and promote arts and culture in our society. Earn a master’s degree certificate online or evenings on campus!


http://www.patrontechnology.com

http://www.sdats.com

http://www.spektrix.com

http://www.tessituranetwork.com

http://www.ovationtix.com

http://www.toptix.com

http://www.trgarts.com

http://artsadmin.uconn.edu

http://www.universitycollege.du.edu


thank you

TO OUR SPONSORS & LOCAL HOST

THE BOARD OF DIRECTORS AND STAFF AT AMERICANS FOR THE ARTS WOULD LIKE TO THANK THE SPONSORS AND SCHOLARSHIP SUPPORTERS WHO HAVE PLAYED A PART IN THE SUCCESS OF THE 2016 NATIONAL ARTS MARKETING PROJECT CONFERENCE

We would also like to thank the Applied Materials Foundation, the City of Austin Economic Development Department / Cultural Arts Division, Umbel, Wyatt Brand—Design | PR | Strategy, Big Medium, the Austin Emerging Arts Leaders, Dripping Springs Vodka, and Topo Chico for their generous support of the 2016 National Arts Marketing Project Conference.

THE CULTURAL ARTS DIVISION OF THE CITY OF AUSTIN’S ECONOMIC DEVELOPMENT DEPARTMENT www.austincreates.com

The Cultural Arts Division of the City of Austin’s Economic Development Department provides leadership and management for the City’s cultural arts programs and for the economic development of arts and cultural industries. The Cultural Arts Division is responsible for the Cultural Arts Funding Programs, Art in Public Places Program, community-based arts development, and programs to assist the development of creative industries in Austin, as well as initiatives designed to support and encourage the community’s unique cultural identity and vitality.

facebook.com/cityofaustinarts

Instagram: @cityofaustinarts

Twitter: @econvitalityatx


http://www.austincreates.com

http://facebook.com/cityofaustinarts


about

NATIONAL ARTS MARKETING PROJECT (NAMP)www.ArtsMarketing.org

The National Arts Marketing Project is a premiere program of Americans for the Arts dedicated to empowering, strengthening, and connecting a national community of arts marketers by providing tools and services necessary for increasing capacity, reaching audiences, and increasing revenue. NAMP connects, strengthens, and advances our nation’s arts marketing community with innovative programs, services, and tools, providing a strong and healthy national platform that empowers them to strongly market arts experiences and engage their communities more effectively.

The National Arts Marketing Project Conference is a registered trademark of Americans for the Arts.

AMERICANS FOR THE ARTSwww.AmericansForTheArts.org

Founded in 1960, Americans for the Arts is the nation's leading nonprofit organization for advancing the arts and arts education. Our mission is to serve, advance, and lead the network of organizations and individuals who cultivate, promote, sustain, and support the arts in America. Connecting your best ideas and leaders from the arts, communities, and business, together we can work to ensure that every American has access to the transformative power of the arts.

All photos courtesy of Americans for the Arts and the City of Austin Convention & Visitors Bureau.

2016 NATIONAL ARTS MARKETINGPROJECT CONFERENCE COMMITTEE

SALVADOR ACEVEDOScansionSan Francisco, CA

SARA BILLMANNUniversity Musical SocietyAnn Arbor, MI

ALAN S. BROWNWolfBrownSan Francisco, CA

CECI DADISMANCardinal + CompanyWest Palm Beach, FL

SARINA EHRGOTTUtah Museum of Contemporary ArtSalt Lake City, UT

RON EVANSGroup of MindsSan Jose, CA

JENNIFER FALKArtsEmersonBoston, MA

DEEKSHA GAURShow-Score.comNew York, NY

KIM GLANNLA County Arts Commission, Ford TheatresLos Angeles, CA

MATTHEW E. GRABERSan Diego Repertory TheatreSan Diego, CA

KORY P. KELLYKory P. Kelly ConsultingLos Angeles, CA

TYRHA M. LINDSEYL.A.I CommunicationsTarrytown, NY

TERENCE MCFARLANDNorthridge Valley Performing Arts Center, CSUNorthridge, CA

JOEL D. RAINVILLEChanhassen Dinner TheatresChanhassen, MN

JENNIFER RANSOM RICETexas Cultural Trust Austin, TX

PHILIPPE RAVANASColumbia College ChicagoChicago, IL

J. DENNIS RICH, PHDCreative Enterprise ConsultingRichmond, CA

STEVEN ROTHJCA Arts Marketing/The Pricing InstituteWeston, MA

ERIK SCHROEDERManhattan Theatre ClubNew York, NY

LINDA STEELEArtsMemphisMemphis, TN

ADAM THURMANChildren's Theatre CompanyMinneapolis, MN

DOUG TUCKVancouver OperaVancouver, BC CANADA

NELLA VERABFV Management, Feinstein's/54 Below & The Commercial Theater InstituteNew York, NY

MEGHAN WELLSCity of AustinAustin, TX

MONICA M. WILLIAMSGiving City AustinAustin, TX

ALICE SACHS ZIMETArts + Business Partners LLCNew York, NY

AMERICANS FOR THE ARTS


http://www.ArtsMarketing.org

http://www.AmericansForTheArts.org


AMERICANS FOR THE ARTS

SAVE THE DATE2017 NATIONAL ARTS MARKETING PROJECT CONFERENCEMEMPHIS, TENNESSEENOVEMBER10-13


Documents

2016 NATIONAL ARTS MARKETING PROJECT CONFERENCE · staff collaboration, all on the revolutionary Salesforce platform. Stop by our table at the 2016 National Arts Marketing Project