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Winning November

2011NatioNal arts marketiNg project

coNfereNce Louisville, Kentucky

a program of americaNs for tHe arts

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continental breakfast8:00 a.m.–9:00 a.m.

ceNterstage

preconference clinic:

fundamentals for changing

times9:00 a.m.–5:30 P.m.

bluegrass i & 2

preconference think tank: unlocking

strategy with marketing masters

9:00 a.m.–5:30 P.m. ballroom

ii & iii

Networking luncheon12:30 P.m.–2:00 P.m.

ballroom v & vi

clinic continues2:00 P.m.–3:00 P.m.

think tank continues2:00 P.m.– 3:30 P.m.

break3:00 P.m.– 3:15 P.m.

clinic continues3:15 P.m.– 5:30 P.m.

break3:30 P.m.– 4:00 P.m.

think tank continues4:00 P.m.– 5:30 P.m.

Dine-arounds6:30 P.m.

various locatioNs

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ceNterstage

keynote address: scott stratten

streameD live via

www.livestream.com9:00 a.m.–10:30 a.m.

ballroom v & vi

book signing with scott stratten

10:30 a.m.–10:45 a.m.ceNterstage

concurrent sessions10:45 a.m.–12:00 P.m.

ballroom ii, iii, ivballroom vii & viii

ballroom iX & X

Networking luncheon with Dessert buffet

12:15 P.m.–2:00 P.m.ballroom v & vi aND

ceNterstage

concurrent sessions2:15 P.m.–3:30 P.m.ballroom ii, iii, ivballroom vii & viii

ballroom iX & X

Networking break3:30 P.m.–4:00 P.m.

ceNterstage

concurrent sessions4:00 P.m.–5:30 P.m.ballroom ii, iii, ivballroom vii & viii

ballroom iX & X

opening reception6:30 P.m.–8:30 P.m.

browN tHeatre315 w. broadway

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concurrent sessions8:45 a.m.–10:00 a.m.


ballroom iX & X

book signing w/ sam Horn10:00 a.m.–10:30 a.m.

ceNterstage

closing plenary: sam Horn

streameD live via

www.livestream.com10:45 a.m.–12:00 P.m.

ballroom v & vi

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ballroom iX & X



ballroom iX & X

plenary lunch: oliver uberti

streameD live via

www.livestream.com12:00 P.m.–1:30 P.m.

ballroom v & vi

concurrent sessions1:45 P.m.–3:15 P.m. ballroom ii, iii, ivballroom vii & viii

ballroom iX & X

break3:15 P.m.– 4:00 P.m.

ceNterstage roundtable Discussions3:30 P.m.–5:00 P.m.ballroom

v & vi

one-to-one coaching

3:30 P.m.– 5:15 P.m.

bluegrass i & 2

lightning rounds of research 5:15 P.m.–6:30 P.m.

ballroom v & vi

Dine-arounds7:30 P.m.

various locatioNs

Friday Saturday Sunday monday tueSday

TRACK KEY

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speaker bios, and more on your smartphone.

Schedule-at-a-glance and SeSSionS by day | 1

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FRIDAY, NOVEMBER 11

4:00 p.m.–6:00 p.m.registration open in centerStage

SATURDAY, NOVEMBER 12

8:00 a.m.–6:00 p.m.registration open in centerStage (exhibits open 3:00 p.m.–6:00 p.m.)

8:00 a.m.–9:00 a.m.continental breakfast

9:00 a.m.–12:30 p.m. Preconference clinic: Fundamentals for changing timesbluegrass 1 & 2

Preconference think tank: unlocking Strategy with marketing mastersballroom ii & iii

12:30 p.m.–2:00 p.m.networking luncheon

ballroom v & vi

2:00 p.m.–5:30 p.m.Preconferences continue

6:30 p.m.dine-aroundsvarious locatioNs

SUNDAY, NOVEMBER 13

8:00 a.m.–6:00 p.m.registration & exhibits open in centerStage


ceNterstage

9:00 a.m.–10:30 a.m.Keynote address: Scott Stratten sTREAmEd livE viA www.livEsTREAm.Com ballroom v & vi

10:30 a.m.–10:45 a.m.book Signing with Scott StrattenceNterstage

10:45 a.m.–12:00 p.m.

ConCuRREnT sEssions:

new audiences that Stick: Keys to Finding First-timers Who’ll return again & again

ballroom iX & X

embracing roi and metrics: your math Skills can change your audience engagement

ballroom vii & viii

arts marketing in the digital age: reach more customers & drive more revenue

ballroom ii, iii, iv

12:15 p.m.–2:00 p.m.networking luncheon with dessert buffet

ballroom v & vi aND ceNterstage

2:15 p.m.–3:30 p.m.


consumer Psychology: understanding audience behavior through Science

ballroom iX & X

hidden in Plain Sight: new revenue from existing audiences

ballroom vii & viii

Sharing & Succeeding: using community data to reach audiences


3:30 p.m.–4:00 p.m.networking break

ceNterstage

4:00 p.m.–5:30 p.m.


making the market: a new lens on cultural engagement

ballroom iX & X

dynamic Pricing and revenue management: taking it to the next level

ballroom vii & viii

your Website is ugly!


6:30 p.m.–8:30 p.m.opening reception

browN tHeatre

MONDAY, NOVEMBER 14

8:00 a.m.–5:30 p.m.registration & exhibits open in centerStage


ceNterstage

9:00 a.m.–10:15 a.m.


two Sides of the Same coin: an institutional branding debate

ballroom vii & viii

engage the ‘crowd’ to do important things like change the World or meet your revenue

ballroom iX & X

how Strong is your Social net: a Snapshot of digital media Practices and Perceptions


10:30 a.m.–11:45 a.m.


the audience Feedback loop: intrinsic impact measurements


arts & culture Funders: changing the game of contributed revenue

ballroom vii & viii

Winning audiences on the go: maximizing engagement through mobile apps

ballroom iX & X

12:00 p.m.–1:30 p.m.Plenary lunch: oliver uberti

sTREAmEd livE viA www.livEsTREAm.Com

ballroom v & vi

1:45 p.m.–3:15 p.m.


the new customer Service: customizing arts experiences for your audiences

ballroom iX & X

Face the changing giving landscape head-on: reposition the opportunity and

Patrons turn into donorsballroom ii, iii, iv

the art and Science of Forecasting: Fact or Fortune telling?

ballroom vii & viii

3:15 p.m.–4:00 p.m. networking break

ceNterstage

3:30 p.m.–5:00 p.m. roundtable discussionsballroom v & vi

3:30 p.m.–5:15 p.m.one-to-one coachingbluegrass 1 & 2

5:15 p.m.–6:30 p.m.lightning rounds of researchballroom v & vi

7:30 p.m.dine-aroundsvarious locatioNs

TUESDAY, NOVEMBER 15

8:00 a.m.–11:00 a.m.registration open in centerStage


ceNterstage

8:45 a.m.–10:00 a.m.


engaging audiences through collaboration & innovation

ballroom vii & viii

loyalty Programs: are Subscriptions & memberships Still Viable Strategies?


tear down the Silos with crm: dramatically improve your marketing,

Sales and Patron experience ballroom iX & X

10:00 a.m.–10:30 a.m.book Signing with Sam hornceNterstage

10:45 a.m.–12:00 p.m.closing Plenary: Sam horn sTREAmEd livE viA www.livEsTREAm.Com

ballroom v & vi

Dear colleagues:

welcome to the 2011 National arts marketing

project conference! in louisville, we are at the

crossroads of tradition and a bright future. Here

the community celebrates american heritage

and competitive spirit through baseball bats, horse racing, and

the muhammad ali center. at the same time, it is home to the one-

of-a-kind 21c museum Hotel and award-winning Humana festival.

Here in louisville, they know how to engage their audiences in

both history and tomorrow’s innovations. the city epitomizes our

conference theme, Winning Audiences.

this year’s conference is packed with hands-on workshops,

informative sessions, peer discussions, and networking

opportunities—all designed to energize you and keep you ahead

of the curve. i know you’ll learn from our top-notch speakers and

from each other about new engagement practices and how they

are changing the world of marketing, communications, and arts

participation. you will also return home with practical tools to make

your work more efficient, more strategic, and more cost-effective.

with these tools, you and your colleagues will take the arts into

our new connected society.

we are glad you are here!

Dear friends:

welcome to louisville—we are delighted and

honored that you are visiting us. we are proud to

serve as host city for the National arts marketing

project conference. i hope you will enjoy the

informative speakers and workshops focusing on marketing and

fundraising for the arts.

our city will roll out the red carpet and do everything possible to

make you feel at home. you will find that we are a friendly and

vibrant city offering top-notch facilities, one-of-a-kind attractions,

great food, and lots of places to have fun.

louisville is blessed to have a strong cultural arts community,

and i hope you will have an opportunity to experience some of

the wonderful performances put on by our local ballet, orchestra,

opera, and stage organizations. from our new waterfront kfc

yum! center arena and the muhammad ali center to the louisville

slugger museum and the award-winning waterfront park, as well

as a wide array of wonderful restaurants and shops, there is

something for everyone.

thanks for visiting with us, and i hope you’ll come back soon!

sincerely,

greg fischermayor louisville, ky

robert l. lynch president & ceo americans for the arts

Welcome to Louisville!

table oF contentS | 3

2011 nATionAl ARTs mARKETinG PRoJECT ConFEREnCE ®

A PRoGRAm oF AmERiCAns FoR THE ARTs

FREquEnTlY AsKEd quEsTions . . . . . . . . . . . 4–5

wElComE To CEnTERsTAGE . . . . . . . . . . . . . . . 6–7

n CenterStage Hours

n americans for the arts Resource and membership Center

n americans for the arts Store & Book Signings

n Networking Breaks

n Exhibitors

n Raffle

n Cyber Café

n Louisville Hospitality Concierge

n Dine-around and One-to-One Coaching Sign-Ups

nETwoRKinG oPPoRTuniTiEs. . . . . . . . . . . . . 8–9

n Networking Luncheons

n Networking Breaks

n Dine-arounds

n Opening Reception

n Roundtable Discussions

n One-to-One Coaching

n Social Networking

FEATuREd sPEAKERs . . . . . . . . . . . . . . . . . . . .10–11

n Keynote address with best-selling author Scott Stratten

n Plenary Lunch with National Geographic Design Editor Oliver Uberti

n Closing Plenary with award-winning author Sam Horn

PREConFEREnCEs. . . . . . . . . . . . . . . . . . . . . . .12–13

n Think Tank: Unlocking Strategy with marketing masters

n Clinic: Fundamentals for Changing Times

dAilY sCHEdulE . . . . . . . . . . . . . . . . . . . . . . . .14–21

n Day One: Sunday, November 13

n Day Two: monday, November 14

n Day Three: Tuesday, November 15

ExHibiToRs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

sPonsoRs & loCAl HosT . . . . . . . . . . . . . . . . . . .25

GETTinG ARound . . . . . . . . . . . . . . . . . . . . . . . .26–27

n marriott Floorplan

n Downtown Louisville map

AbouT AmERiCAns FoR THE ARTs . . . . . . . . . . .28

ContentsTABLE OF

pictured left: louisville riverfront

skyline. pictured top: Unity-Strength-

Love by Zephra may miller and ed

Hamilton, photo by aura ulm, scene

world imaging, louisville; proof

restaurant at 21c museum Hotel,

photo by kenneth Hayden, courtesy of

proof on main. all photos courtesy of

the louisville convention & visitors

bureau unless otherwise noted.

4 | 2011 national artS marKeting Project conFerence

QuestionsFREqUENTLY ASkED

WHERE are conference sessions?all conference sessions will take place on the Ballroom Level (second floor) of the Louisville marriott Downtown. See page 26 for the hotel floor plan.

louisville marriott DowNtowN

280 West Jefferson Street Louisville, KY 40202 T: 502.627.5045 F: 502.627.5044

Please note: You are required to wear your name badge to all conference events and meal functions. Badges will be checked at all conference events. Replacement badges may be purchased at the Registration Desk for $50.

WHERE is CenterStage?Located in the marriott Ballroom Prefunction on the Ballroom Level (second floor) of Louisville marriott Downtown Hotel, CenterStage is the hub of conference activity.

WHERE do I sign up for Dine-Arounds and One-to-One Coaching?a first-come, first-served sign-up board will be prominently placed in CenterStage near the Louisville Hospitality Concierge. Sign up for One-to-One Coaching before 3:15 p.m. on monday and Dine-arounds on Saturday and monday nights before 4:00 p.m. each night. No sign-ups are required for the Roundtable Discussions.

WHERE can I bring a guest? To the Opening Reception? A General Session?Guest tickets are available for the Open-ing Reception and all general sessions. Tickets for guests must be purchased in advance from the Registration Desk in CenterStage. all guest tickets must be associated with a conference participant. Check in with registration staff for appli-cable pricing and availability. Please note that ticket sales will not be available at off-site event locations, so please make these purchases in advance of the event during CenterStage operating hours.

WHERE can I get online?n americans for the arts is providing a com-plimentary Cyber Café in CenterStage.

n americans for the arts is providing com-plimentary wireless Internet access in all conference meeting spaces.

n Complimentary wireless Internet access is available in the hotel’s public spaces.

n Internet access is available for a fee in the marriott’s 24-hour Business Cen-ter on the second floor.

n The Louisville marriott Downtown has provided complimentary Inter-net access in all guest rooms.

Dandy from gallopalooza. pictured top:

actors theatre of louisville; 21c museum

atrium gallery, cracking art, red penguin,

2005, photo by kenneth Hayden, courtesy

of 21c museum Hotel; brown theatre.

WHERE do presenters check in?after picking up registration materials, all presenters are required to check into the Pre-senter Prep Room, located in the Filly Room on the second level of the hotel, at least two hours prior to their scheduled session. The Presenter Prep Room will be open and staffed with an aV technician during the following hours:

saturDay, November 123:00 p.m.–5:00 p.m.

suNDay, November 138:00 a.m.–4:30 p.m.

moNDay, November 148:00 a.m.–4:00 p.m.

tuesDay, November 158:00 a.m.–9:00 a.m.

Frequently aSKed queStionS | 5

WHERE can I print, fax, or mail something?The marriott Business Center is located on the second floor of the Louisville marriott Downtown. The business center can be accessed 24 hours a day with a marriott guest room key card.

WHERE can I find the live webcasts of keynotes?With the generous support of Livestream.com, americans for the arts will be live webcasting and archiving the general sessions, for free and open to the public. During the con-ference, join us at www.livestream.com/nampconference2011 to ask a question or make a comment via the live chat feature. and don’t worry—the recordings will also be available on the site after the conference concludes!

WHERE is the nearest drugstore and hospital?cvs pHarmacy

432 South 4th Street: 502.589.1846 0.4 miles from the marriott

The pharmacy for this location is open Monday–Friday 9:00 a.m.–6:00 p.m.

walgreeNs

200 E. Broadway: 502.568.4864 0.8 miles from the marriott

The pharmacy for this location is open seven days a week.

NortoN Hospital

200 East Chestnut Street 502.629.8000 0.8 miles from the marriott

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 NamP Conference will be recorded by americans for the arts either through

photographs, video recordings, or live or archived webcasts. americans for the arts may use this material for any pur-pose, on the web or in print.

WHO do I tell about my special needs or dietary restrictions?attendee comfort is important to ameri-cans for the arts. Conference participants (or guests) with special accessibility needs are encouraged to make Registration Desk staff aware of any concerns, needs, or spe-cial accessibility requirements they may have during the conference.

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saturDay, November 12 precoNfereNce atteNDees

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

12:30 p.m.–2:00 p.m.Networking Luncheon in Ballroom V & VI

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

3:30 p.m.–4:00 p.m.Think Tank Preconference Networking Break in CenterStage

suNDay, November 13 coNfereNce atteNDees


12:15 p.m.–1:30 p.m. Networking Luncheon in Ballroom V & VI

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

3:30 p.m.–4:00 p.m. Networking Break in CenterStage

6:30 p.m.–8:30 p.m.Opening Reception at the Brown Theatre

moNDay, November 14 coNfereNce atteNDees


12:00 p.m.–1:30 p.m.Plenary Lunch with Oliver Uberti in Ballroom V & VI

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

tuesDay, November 15 coNfereNce atteNDees


WHEN will complimentary food and beverages be provided?


Welcome toCENTERSTAGE

What’s On in CenterStageAmericans for the Arts Resource and membership Center

Drop by the americans for the arts Resource and membership Center where you can talk with our staff about the tools and resources you need to give your career and organization momentum. Join as a member to gain access to all our benefits, including posting in our Job Bank, free webinars, discounts, and more!

Americans for the Arts store & book signings

Visit the americans for the arts Store to find the latest resources on marketing, fundraising, nonprofit management, and much more. You can find hundreds of titles at your fingertips, some starting as low as $5, plus the chance to meet and

CenterStage is the center of activity,

networking, information sharing, and

commerce for the NAMP Conference.

It is located on the second floor of the

Louisville Marriott Downtown outside

the Marriott Ballroom.

CenterStage HoursfriDay, November 11: 4:00 p.m.–6:00 p.m.

saturDay, November 12: 8:00 a.m.–6:00 p.m.

suNDay, November 13: 8:00 a.m.–6:00 p.m.

moNDay, November 14: 8:00 a.m.–5:30 p.m.

tuesDay, November 15: 8:00 a.m.–11:00 a.m.

soweto gospel choir performing

at the brown theatre. pictured

top: blue mosaic horse on west

main street; buddy guy; Turrets:

The Highland Island by ewing

farey, photo courtesy of louisville

commission on public art.

Welcome to centerStage | 7

greet some of your favorite conference speakers at the following book signings:

suNDay, November 13: 10:30 a.m.–10:45 a.m. UnMarketing with Scott Stratten

suNDay, November 13: 3:30 p.m.–4:00 p.m. Breaking the Fifth Wall with Eugene Carr

moNDay, November 14: 3:15 p.m.–3:30 p.m. Shift & Reset with Brian Reich

tuesDay, November 15: 10:00 a.m.–10:30 a.m. POP! with Sam Horn

Networking BreaksTake this time to relax, catch

up with fellow attendees, peruse the exhibit tables, charge up your laptop, or use the Cyber Café. Light refresh-ments will be provided.

saturDay, November 12: 3:00 p.m.–3:15 p.m. Clinic Networking Break

3:30 p.m.–4:00 p.m. Think Tank Networking Break

suNDay, November 13: 3:30 p.m.–4:00 p.m.

moNDay, November 14: 3:15 p.m.–4:00 p.m.

Exhibitors Our exhibitors offer a wealth of new ideas and fresh perspectives. Visit this group of service providers to enhance your busi-ness strategies and give you new insights. Be sure to ask our exhibitors to stamp your CenterStage raffle ticket. Find out more about exhibitors on page 23.

Raffle You could win big prizes by entering our CenterStage raffle. Get your raffle ticket stamped by at least five exhibitors to enter! Drawings take place Sunday and monday at 3:30 p.m. in CenterStage. You must be present to win!

Did you book a room in the Americans for the Arts hotel block? If so, you were automatically entered to win a complimentary registration and hotel stay at the 2012 NAMP Conference in Charlotte, NC. This drawing will take place after the confer-ence concludes and the winner will be notified by Americans for the Arts. Congratulations to Kirsten Park of Utah for winning the 2010 raffle!

Cyber CaféStop by the Cyber Café to quickly check e-mail or search for information on the Internet. Please limit your use to 10 min-utes or less if others are waiting.

Disclaimer: Americans for the Arts provides complimentary PC access for our guests’ conve-nience. These are open to all participants and you should not conduct any transactions that require a secure Internet connection or PC security. Americans for the Arts cannot guarantee privacy on these PCs or while using our complimentary wireless connections.

Louisville Hospitality ConciergeHow do the locals pronounce Louisville? This and many other insider tips that will enhance your trip are available at the Louisville Hospitality Concierge in Center-Stage! This is the best resource to find out what’s going on in Louisville during our conference including any special dis-count offers for attendees. You can trust the advice of the Louisville Hospitality Concierge, generously staffed by our local host, the Fund for the arts, and the Louisville Convention & Visitors Bureau!

Dine-Around and One-to-One Coaching Sign-UpsSign up for one of these unique oppor-tunities! Dine-arounds are informal networking, topic-driven Dutch-treat din-ners featuring local cuisine. One-to-One Coaching sessions are individual coach-ing sessions with field leaders.

A first-come, first-served sign-up board will be prominently placed near the Louisville Hospitality Concierge. Sign up early for One-to-One Coach-ing, Monday, November 14, 3:30 p.m.–5:15 p.m. (sign-up closes at 3:15 p.m. on Monday) and Dine-Arounds on Saturday and Monday nights (sign-up closes at 4:00 p.m. each night). No sign-ups are required for the Roundtable Discussions.

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sATuRdAY, novEmbER 12, 12:30 P.m.–2:00 P.m. & sundAY, novEmbER 13, 12:15 P.m.–2:00 P.m.

Networking Luncheonsballroom v & vi

Take advantage of face-to-face networking that doesn’t require a meetUp account or a golden key. Enjoy lunch on Saturday and Sunday when you meet new colleagues and reconnect with friends while discussing issues that matter to you. On Sunday, enjoy a dessert buffet with us in CenterStage!

sundAY, novEmbER 13, 3:30 P.m.–4:00 P.m. & mondAY, novEmbER 14, 3:15 P.m.–4:00 P.m.

Networking Breaks Centerstage

Networking Breaks are a great way to pick up a midday energy boost and continue conversations with the creative and socia-ble colleagues you’ve gotten to know already or have yet to meet. Peruse CenterStage and shop for the best marketing and fundraising books at the americans for the arts Store.

NetworkingOPPORTUNITIES

Network like you are

attending a Hollywood

premiere! No velvet

ropes will block your

chance to meet creative

and forward-thinking

colleagues from across

the country.

Much Ado About Nothing at the kentucky

shakespeare festival. pictured top:

mia barron and janis Dardaris in Becky

Shaw at actors theatre of louisville,

photo by Harlan taylor; the great balloon

glow, photo by jamie rhodes; 21c

museum Hotel with cracking art, red

penguin, originally commissioned for

2005 venice biennale, photo by kenneth

Hayden, courtesy of 21c museum Hotel.


netWorKing oPPortunitieS | 9

sATuRdAY, novEmbER 12, 6:30 P.m. & mondAY, novEmbER 14, 7:30 P.m.

Dine-Aroundsvarious locations

There is no better place to engage with new colleagues than over a great meal. Sign up in CenterStage for an informal networking Dine-around and experience Louisville’s plethora of culinary options. These Dutch-treat dinners are organized around specific marketing and fundraising topics, and space is limited per dinner to encourage lively conversation. Sign up before 4:00 p.m. on Saturday and monday to confirm your seat!

Dine-Around participants should meet their groups at 6:10 p.m. on Saturday and 7:00 p.m. on Monday at the Second Street Entrance on the lobby level. Your leader will coordinate walking or taking taxis as necessary.

sundAY, novEmbER 13, 6:30 P.m.–8:30 P.m.

Opening Receptionbrown Theatre, 315 w. broadway

Your local host—the Fund for the arts—invites you to an unbeatable event at the historic Brown Theatre. Complete with bourbon and bluegrass, don’t miss the chance for backstage access to one of the country’s most dazzling performance spaces. The Fund has a few surprises planned, and we can’t wait to see photos of your experience shared on Flickr.

The Opening Reception is within walking distance of the hotel, and the Fund for the Arts will provide walking directions. Motorcoach transportation will also be provided starting at 6:15 p.m. to and from the Opening Reception via the Second Street Entrance on the lobby level.

mondAY, novEmbER 14, 3:30 P.m.–5:00 P.m.

Roundtable Discussionsballroom v & vi

Discover new strategies and tactics and share some of your own breakthroughs with your colleagues. Roundtable leaders host two 45-minute discussions with a focus on peer-to-peer learn-ing and sharing of common issues, challenges, and successes! Topics and leaders detailed on pages 19 and 20.


One-to-One Coachingbluegrass 1 & 2

Back by popular demand! Get personal attention and specific advice for your organization with speed coaching from fellow marketing practitioners and experts in the field. Sign up in CenterStage before 3:15 p.m. on monday to reserve your spot. Topics and coaches detailed on page 20.

EvERY dAY, All dAY

Social NetworkingEngage with peers and tell us what you’re thinking during the conference! Connect with us on Facebook on our National arts marketing Project page, follow us on Twitter @AmERiCAns4ARTs and with the #nAmPC hashtag, and read conference blogs at HTTP://bloG.ARTsusA.oRG. Don’t forget to join our 2011 NamP Con-ference LinkedIn Group, too! During and after the conference, post and browse pictures from events and sessions on Flickr at www.FliCKR.Com/AmERiCAns4ARTs.

use these tags to share your conference experience:For Twitter: #NAMPC For Flickr: NAMPC

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sundAY, novEmbER 13, 9:00 A.m.–10:30 A.m.

keynote Address with Scott Strattenbest-selling author of unmarketing: stop marketing. start Engaging.ballroom v & vi

Scott Stratten has been running his “Unagency” for almost 10 years, working with clients such as PepsiCo, Red Cross, and Fidelity

Investments. an expert in authentic marketing, Scott explains today’s landscape of online engagement and what’s coming tomorrow. He speaks to how sales, marketing, and customer service have changed incredibly over the past few years and engagement is king. It’s not if your customers are talking online, it’s how often and where.

Hear this wake-up call and discover a clearer picture of what tools suit your needs and which ones to ignore. Scott will be signing copies of UnMarketing following the keynote address in CenterStage.

Be inspired by creative thought leaders

and pioneers in customer engagement.

Gain insights into how you can do your

work better and bolder.

FeaturedSPEAkERS

2011 Destination Marketing Award Presented during Keynote Address

americans for the arts and Destination marketing association International (DmaI) are pleased to honor the importance of a strong relationship between a community’s destination marketing organization and its arts organizations.

The 2011 Destination Marketing Award recipients are Ventura Visitors and Convention Bureau and the City of Ventura Office of Cultural Affairs in California and Greater Miami Conven-tion & Visitors Bureau and Miami-Dade Department of Cultural Affairs.

Harry pickins trio, photo by louis j. moseson.

pictured top: Breakfast with Tesla and the Enola

Gay by cork marcheschi, photo by aura ulm, scene

world imaging, louisville; The Brown-Forman

Nutcracker by the louisville ballet, photo by peter

mueller; fanfarria outside the kentucky center for

the performing arts.

scaN tHis coDe access and share the

live webcast. chat during general sessions

with colleagues near and far.

Featured SPeaKerS | 11


Plenary Lunch with Oliver Uberti

design Editor at national Geographic magazineballroom v & vi

Oliver Uberti is a visual journalist and designer who dabbles in maps, infographics, and words. On a given day, he may be found painting

with crushed insects, charting man’s migration from africa, or directing photo shoots of the rocks that power your iPhone. In 2010, he designed Washington, DC’s museum of Unnatural History—the storefront for 826DC, the eighth chapter in a national network of nonprofit creative writing centers. Whatever the task, his process begins with paper and a big, fat Sharpie.

Learn how your creative process can find the same flow and openness.

TuEsdAY, novEmbER 15, 10:45 A.m.–12:00 P.m.

Closing Plenary with Sam HornAward-winning author of POP!: Create the Perfect Pitch, Title and Tagline for Anythingballroom v & vi

Sam Horn is known as america’s Intrigue Expert. as a top-rated communications consultant and author, she has helped thou-

sands of entrepreneurs and organizations such as NaSa, Kaiser Permanente, and Intel crystallize attention-grabbing ideas that helped them break out versus blend in. Her most recent book POP! introduces 25 original techniques on how to interest any-one in anything in 30 seconds or less.

Learn how to convey your message in fresh, relevant ways that cut through the clutter and hold your audiences’ attention. Sam will be signing copies of POP! prior to the closing plenary at 10:00 a.m. in CenterStage.

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Livestream www.livestream.com/nAmPconference2011

all general session presentations will be streamed live and archived on www.livestream.com/NamPconference2011. During the sessions, sign on to ask a question or make a comment via the live chat feature!

POSTConference Pictures to Flickr!

TAG: nAmPC


PreconferencesSATURDAY

9:00 A.m.–5:30 P.m.

Think Tank: Unlocking Strategy with Marketing Mastersballroom ii & iii

n 9:00 a.m.–12:30 p.m. masters’ breakthroughs and RevelationsStraight from the masters’ mouths, hear them breakdown their successful audience engagement strategies and how they have increased demand at their organizations.

n 12:30 p.m.–2:00 p.m. networking luncheon (ballroom v & iv)

n 2:00 p.m.–3:30 p.m. interactive ConversationsTime to get to work! masters facilitate small groups brain- storming innovations to address the challenges described in the morning session.

n 3:30 p.m.–4:00 p.m. networking break (Centerstage)

n 4:00 p.m.–5:30 p.m. Report and ResponseThe groups share solutions and receive feedback to refine and sculpt the ideas into feasible applications. The top strategies will be shared on www.artsmarketing.org.

FACiliTAToR: Jerry Yoshitomi, MeaningMatters, Port Hueneme, CA

mAsTERs: Julie Crites, Isabella Stewart Gardner Museum, Boston; Ceci Dadisman, Palm Beach Opera, West Palm Beach, FL; Jerry Dannemiller, Wexner Center for the Arts, Columbus, OH; Kory Kelly, Actors Theatre of Louisville, Louisville, KY; Laura Matalon, Allied Live, Chicago; Lisa Middleton, Stratford Shakespeare Festival, Ontario, Canada; Mary Beth Smith, San Francisco Ballet; Melanie Smith, San Francisco Girls Chorus

BLOGConference CommentsHTTP://bloG.ARTsusA.oRG

The two 2011 preconferences are

each full-day intensive workshops.

As a preconference attendee,

enjoy a joint continental breakfast

at 8:00 a.m.–9:00 a.m. in

CenterStage and a joint networking

luncheon at 12:30 p.m.–2:00 p.m.

in Ballroom V & VI.

louisville slugger museum,

photo by james moses.

pictured top: speed art

museum; the kentucky

center for the performing

arts; Highlands mural by sean

griffin, photo by marty pearl.

PreconFerenceS: Saturday, noVember 12 | 13

Preconferences

9:00 A.m.–5:30 P.m.

Clinic: Fundamentals for Changing Timesbluegrass 1 & 2

n 9:00 a.m.–10:00 a.m. introductions & ice-breaker

n 10:00 a.m.–11:15 a.m. Change management The only constant is change. This session provides the framework for how you, at any level, can be a change agent in your organization and help shepherd your organization to vitality and resilience.

n 11:30 a.m.–12:30 p.m. Concurrent sessions

live Your brand in dialogue: messaging for Today’s Reality(also offered at 3:15 p.m.)

Communications is a two-way street, especially in today’s world. To thrive, organizations must find ways to be in constant, authentic dialogue with their customers and communities. This session focuses on ways you can build your organization’s “listening” capacity to both hone and deliver your message.

The voo doo science of Pricing (also offered at 2:00 p.m.)

The days of consulting the tea leaves to determine price are over. Let the data do the driving. Learn how to establish introductory prices, develop “discounting” strategies, and engineer pricing to maximize revenue and ensure that every performance and exhibit is sold out.

n 12:30 p.m.–2:00 p.m. networking luncheon (ballroom v & vi)

n 2:00 p.m.–3:00 p.m. Concurrent sessions

Analytics as listening device: use search, website, and social media Analytics to better understand Your Audience

(also offered at 3:15 p.m.) Dive into analytics tools for your online arts marketing channels, discuss different case studies of groups that have tracked their results (and modified their marketing activities), and learn how to use analytics to test your own ideas on the behavior of your patrons.

The voo doo science of Pricing

n 3:15 p.m.–4:15 p.m. Concurrent sessions

Analytics as listening device: use search, website, and social media Analytics to better understand Your Audience

live Your brand in dialogue: messaging for Today’s Reality

n 4:15 p.m.–5:30 p.m. interactive ConversationTime for everyone to talk! We return to the change man-agement discussion from the morning, and select the top change challenges that resonated for everyone. How would you address the problem now, knowing what you learned today? Small groups will work through each situation and then report back to the full group with their solutions.

CliniC PREsEnTERs: Chad Bauman, Arena Stage, Washington, DC; Ron Evans, Groupofminds.com, Sunnyvale, CA; Deborah Obalil, Obalil & Associates, Providence, RI

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9:00 A.m.–5:30 P.m.

6:30 P.m.

Dine Aroundsvarious locations

Open to all preconference and main conference attendees! These Dutch-treat dinners are orga-nized around specific marketing and fundraising topics. Space is limited; sign up in CenterStage before 4:00 p.m. to confirm your seat!

Meet your Dine-Around group at 6:10 p.m. at the Second Street entrance on the lobby level. Your leader will coordinate walking or taking taxis as necessary.


Conference

SUNDAY

8:00 A.m.–6:00 P.m.

Registration & Exhibits Open in CenterStage

8:00 A.m.–9:00 A.m.

Continental BreakfastCenterstage

9:00 A.m.–10:30 A.m.

keynote Address: Scott Strattenballroom v & vi

Hear this wake-up call from best-selling author of UnMarketing: Stop Marketing. Start Engaging. and discover a clearer picture of what tools suit your needs and which ones to ignore.

livEsTREAm: This presentation will be streamed live and archived on www.livestream.com/NAMPconference2011.

ConFEREnCE TRACKs

auDieNce actioNs

tecHNologytreasures

eye oN iNcome

greta oglesby in Ma Rainey’s Black

Bottom at actor’s theatre of louisville,

photo by alan simons. pictured top:

Flock of Finns by marvin finn at the

louisville waterfront; churchill Downs;

pavement drawing by julian beever for

the annual ideafestival.

conFerence day one: Sunday, noVember 13 | 15

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10:30 A.m.–10:45 A.m.

Book Signing with Scott StrattenCenterstage

10:45 A.m.–12:00 P.m.

Concurrent Sessions

new Audiences That stick: Keys to Finding First-Timers who’ll Return Again & Again

level: iNtermeDiate

ballroom ix & x

Data suggests that we all find new audiences all the time; the trouble is most of them never revisit us. Developing new tools to find the newcomers most likely to return could be the key to our field’s future growth. Participants in an analytic study of new patron behavior discuss their findings and how we might develop programs to build new audiences who come back. Hear how panelists put the research into action.

PREsEnTERs: Nicole Allen Cook, Annenberg Center for the Performing Arts, Philadelphia; Kara Larson, Arts Knowledge LLC, Portland, ME

Embracing Roi and metrics: Your math skills Can Change Your Audience Engagement

level: iNtermeDiate

ballroom vii & viii

Trying to make cents and sense out of your marketing plan, but don’t know how to start? Hear how the panelists were able to discover tangible audience segments and quantifiable metrics to more effectively connect and convert patrons to obtain the highest lifetime value. move your marketing campaigns from static, blast-driven communications into data-driven, dynamic dialogues that will increase your profitability.

PREsEnTERs: Catrina Boisson, New Jersey Performing Arts Center, Newark, NJ; Glenn E. Morgan, Xerox Communication & Marketing Services, Sacramento, CA

modERAToR: Philippe Ravanas, Columbia College Chicago

Arts marketing in the digital Age: Reach more Customers & drive more Revenue

level: all levels


How are you capturing your audience’s attention online? Learn techniques to help target where your patrons gather online and how to deliver compelling campaigns that build engagement and result in transactions. The session covers a wide spectrum of information from delivery mechanisms to audience profiling, from integration with ticketing platforms to optimizing social media and search engines.

PREsEnTERs: Julie Begley, MoGoArts Marketing, Corte Madera, CA; Doug Mowbray, MoGoARTS Marketing, Corte Madera, CA; Randy Taradash, American Conservatory Theater, San Francisco

12:15 P.m.–2:00 P.m.

Networking Luncheon with Dessert Buffetballroom v & vi and Centerstage

2:15 P.m.–3:30 P.m.

Concurrent Sessions

Consumer Psychology: understanding Audience behavior through science

level: all levels

ballroom ix & x

In this session, get into the human mind to explore the new dis-cipline of behavioral economics and use hard science to explore what influences people’s decisions to buy tickets, attend, and share their experiences. Learn about university research case studies on human behavior, discuss how to apply their findings to your own marketing, and leave with new ideas to conduct your own experiments.

PREsEnTERs: Tim Baker, Baker Richards, Cambridge, UK; Sara Billmann, University Musical Society, Ann Arbor, MI; Ron Evans, Groupofminds.com, Sunnyvale, CA


Hidden in Plain sight: new Revenue from Existing Audiences

level: begiNNer/iNtermeDiate

ballroom vii & viii

Want to generate new revenue and a deeper connection with your current audience? Hear about a number of case studies that have targeted specific audiences and personalized their engagement with positive results to the budget. The panelists share their initia-tives created for a wide range of audiences—from youth to single adults to senior patrons—and how you can replicate these strate-gies at your organization.

PREsEnTERs: Colleen Bailey, National Steinbeck Center, Salinas, CA; Bridgett Gonzalez, Marcus Center for the Performing Arts, Milwaukee, WI; Katie Mendez, Gallo Center for the Arts, Modesto, CA; Surale Phillips, Decision Support Partners, Bozeman, MT

sharing & succeeding: using Community data to Reach Audiences

level: iNtermeDiate


as arts organizations increasingly collaborate on projects, shared data is being created about distinct audiences and communities. Our panelists describe their experiences setting up systems to share and analyze data in initiatives such as community calendar-ing, Project audience, and aTHENa software development. Hear about their successes in applying this new knowledge to entice donors and patrons.

PREsEnTERs: Darrell Kanipe, EverWondr Network, Greensboro, NC; Justin Karr, Jujamcyn Theaters, New York City; Clayton Lord, Theatre Bay Area, San Francisco; Kirsten Nordine, Fractured Atlas, New York City

3:30 P.m.–4:00 P.m.

Networking BreakCenterstage

Founder and CEO of Patron Technology Eugene Carr will be signing his book, Breaking the Fifth Wall, at the americans for the arts Store.

4:00 P.m.–5:30 P.m.

Concurrent Sessions

making the market: A new lens on Cultural Engagement

level: iNtermeDiate/aDvaNceD

ballroom ix & x

are you, like Wayne Gretzky said, “a player who plays where the puck is…or a player that plays where the puck is going to be?” New research from the Greater Philadelphia Cultural alliance

affords arts groups a new view on their markets, based on the highly detailed Cultural Engagement Index. This session provides a brief overview of the data and an interactive discussion on the opportunities and challenges arising from the findings.

PREsEnTERs: Robin Barnes, Philadelphia Live Arts Festival & Philly Fringe; Alan Brown, WolfBrown, San Francisco; John McInerney, Greater Philadelphia Cultural Alliance

dynamic Pricing and Revenue management: Taking it to the next level


ballroom vii & viii

Get an overview of which revenue management approaches work best across organizations of varying sizes, resources, and disci-plines. Understand how dynamic pricing strategies have changed audiences’ behavior and if there are any correlations with future subscription purchases or donations. Walk away with a better understanding of how dynamic pricing can work for you and how to measure its impact.

PREsEnTERs: Lori Kleinerman, Goodman Theatre, Chicago; Darby Lunceford, Shakespeare Theatre Company, Washington, DC; Steven Roth, The Pricing Institute, Boston; Nicola Rees, San Francisco Museum of Modern Art

Your website is ugly!



many organizations struggle with a website that they can’t update themselves or is difficult to manage. Rebuilding the site with user-friendly, inexpensive content management system tools can improve the visual characteristics of the site and streamline updat-ing the site to provide fresh content. Hear how these quick-to-learn tools can change how you use your website to keep your audience informed and engaged.

PREsEnTERs: Kim Clark, VIA Studio, Louisville, KY; Ceci Dadisman, Palm Beach Opera, West Palm Beach, FL; David Dombrosky, Dombrosky Arts Consulting, Pittsburgh, PA; Drew McManus, Venture Industries Online, Chicago

6:30 P.m.–8:30 P.m.

Opening Receptionbrown Theatre, 315 w. broadway

Join our local host, the Fund for arts, for heavy hors d’oeuvres and cocktails at one of the nation’s most dazzling performance spaces.

The Opening Reception is within walking distance of the hotel, and the Fund for the Arts will provide walking directions. Motorcoach transportation will also be provided starting at 6:15 p.m. to and from the Opening Reception via the Second Street Entrance on the lobby level.

conFerence day tWo: monday, noVember 14 | 17

8:00 A.m.–5:30 P.m.

Registration & Exhibits Open in Centerstage

8:00 A.m.–9:00 A.m.


9:00 A.m.–10:15 A.m.

Concurrent Sessions

Two sides of the same Coin: An institutional branding debate

level: all levels

ballroom vii & viii

How do you maximize sales for an event without sacrificing your company’s identity? arts organizations have always grappled with tension between programmatic branding and institutional branding. In this session, three leading arts organizations pres-ent their very different marketing styles and radically distinct approaches to institutional branding.

PREsEnTERs: Jeff Levine, Whitney Museum of American Art, New York City; Tom O’Connor, Roundabout Theatre Company, New York City; Nella Vera, The Public Theater, New York City

Engage the ‘Crowd’ to do important Thingslike Change the world or meet Your Revenue

level: all levels

ballroom ix & x

Organizations need investors, not donors. Successful groups look more like startups, not nonprofits. In today’s connected society, an energized community, powered by the right technology, has the potential to generate amazing outcomes... and lots of rev-enue. Dive into new ways that organizations must think, operate, and communicate to survive and thrive. Learn what strategies you should explore to raise the funds you need and simultane-ously increase audience engagement around your work.

PREsEnTERs: Stephanie Pereira, Kickstarter, New York City; Brian Reich, Edelman Digital, New York City

Conference

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auDieNce actioNs

tecHNologytreasures

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lindsey Noel whiting in

Lookingglass Alice at

actor’s theatre of louisville,

photo by Harlan taylor.


How strong is Your social net: A snapshot of digital media Practices and Perceptions

level: all levels


asking more than 1,000 arts organizations, “How strong is your social net,” a new report highlights the how, to whom, what, why, and how often of communications across multiple platforms. The researchers discuss perceptions and issues concerning community building and audience feedback. Learn how one organization is already testing the implications and adjusting its social media plan.

PREsEnTERs: Sara Billmann, University Musical Society, Ann Arbor, MI; Rory MacPherson, Trudel | MacPherson Arts Consulting, New York City; Jai Sen, Sen Associates, Brooklyn, NY; Mary Trudel, Trudel | MacPherson Arts Consulting, New York City

10:30 A.m.–11:45 A.m.

Concurrent Sessions

The Audience Feedback loop: Applying intrinsic impact measurements



In order to win—and keep—audiences, you need to be able to measure impact by more than just economic metrics. This session discusses the culmination of two years of research into intrinsic impacts of live theater. See the debut of a new web-based tool for understanding the data gathered, and hear from practitioners in the field about audience feedback in the artistic process.

PREsEnTERs: Chad Bauman, Arena Stage, Washington, DC; Alan Brown, WolfBrown, San Francisco; David Dower, Arena Stage, Washington, DC; Fran Kumin, Pew Center for Arts & Heritage, Philadelphia

modERAToR: Clayton Lord, Theatre Bay Area, San Francisco

Arts & Culture Funders: Changing the Game of Contributed Revenue

level: all levels

ballroom vii & viii

Find out where arts funders stand today, and what their priorities are in the ever-evolving cultural and economic landscape. Join funders who are actively responding to this new terrain for an informal and frank discussion. Learn how embracing creative and collaborative strategies can better position your organization for a bright future.

PREsEnTERs: Michael Bigley, Cafritz Foundation, Washington, DC; Sean Parker, Procter & Gamble, Cincinnati, OH

modERAToR: Mary McCullough-Hudson, ArtsWave, Cincinnati, OH

winning Audiences on the Go: maximizing Engagement through mobile Apps

level: all levels

ballroom ix & x

In today’s fast moving culture, an increasingly important way to win and retain audiences is to provide them with engaging, qual-ity content through their mobile devices. What aspects of mobile technology could arts organizations be using more effectively? In this talk-show style session, our panelists facilitate an audience discussion about the relationship between arts organizations and mobile technology.

PREsEnTERs: W. Joe DeMiero, POP, Seattle; David Dombrosky, Dombrosky Arts Consulting, Pittsburgh, PA; Margo Drakos, InstantEncore.com, San Diego, CA; Rob Pyles, TourSphere, LLC, Boston

12:00 P.m.–1:30 P.m.

Plenary Lunch: Oliver Uberti

ballroom v & vi

Learn how your creative process can find flow and openness from a design editor at National Geo-graphic magazine.


TRACK KEY

auDieNce actioNs

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From the Conference

#nAmPC

conFerence day tWo: monday, noVember 14 | 19

1:45 P.m.–3:15 P.m.

Concurrent Sessions

The new Customer service: Customizing Arts Experiences for Your Audiences


ballroom ix & x

more than answering customers’ questions, arts organiza-tions are now seeing “the new customer service” as a way to build communities that add energy and value to their core institutional missions. Hear new ideas for using technology, organizational policies, and structural changes to give patrons and donors a personalized arts experience.

PREsEnTERs: Katryn Geane, Jacob’s Pillow Dance, Becket, MA; Aleta King, Pittsburgh Symphony Orchestra; Amelia Northrup, Target Research Group, Colorado Springs, CO

Face the Changing Giving landscape Head-on: Repo-sition the opportunity and Turn Patrons into donors

level: all levels


By taking best practices from several successful existing mod-els including DonorsChoose.org and Kickstarter.com, arts and Science Council of Charlotte developed its own “cultural mar-ketplace” with the goal to turn cultural patrons into donors. By capitalizing on social media tools and community partnerships, gain ways to use a project-focused fundraising model within your own organization, regardless of size or budget.

PREsEnTERs: Laura Belcher, Arts and Science Council, Charlotte, NC; Scott Provancher, Arts and Science Council, Charlotte, NC; Andrea Stevenson, Community School of the Arts, Charlotte, NC

The Art and science of Forecasting: Fact or Fortune Telling?


ballroom vii & viii

In a volatile market, how can arts organizations make criti-cal forecasting decisions that are based on fact rather than intuition? When it comes to budgeting, program planning, mar-keting, and revenue management, how do you apply scientific standards to a gut feeling? Our presenters discuss combining qualitative judgements with business intelligence to create a practical approach to fortune telling.

PREsEnTERs: Tim Baker, Bakers Richards, Cambridge, UK; Patricia Fosness, Denver Museum of Nature & Science, Denver, CO; Steve Jacobson, Jacobson Consulting Applications, New York City; Lisa Middleton, Stratford Shakespeare Festival, Ontario, Canada

3:15 P.m.–4:00 P.m.

Networking BreakCenterstage

Senior Vice President and Global Editor of Edelman Digital Brian Reich will be signing his book, Shift & Reset, at the americans for the arts Store.

3:30 P.m.–5:00 P.m.

Roundtable Discussionsballroom v & vi

Each roundtable leader hosts a 45-minute small group discus-sion with a focus on peer-to-peer learning and sharing common issues, challenges, and successes. Roundtable Discussions repeat at 4:15 p.m., so feel free to join another discussion. No sign up is required. n Are You in Jeopardy?: Readiness PlanningKaty Malone, South Arts, Atlanta, GA

n back to the Future: subscription sales in the new millenniumAl Stilo, Aurora Theatre, Lawrenceville, GA

n digging into digital: Techniques to Analyze the success of Your digital CampaignsLesley-Anne Stone, Allied Live, Los Angeles

n Engaging Parents and Families in Arts ProgrammingNicole Garzino, Monterey Museum of Art, Monterey, CA

n Gala bells & whistles: Today’s best Practices in Auctions, Games, and FundraisersSherry Truhlar, CMP, BAS, CAI, Red Apple Auctions, Alexandria, VA

n Give Your Audience a boost: Creating Art Ambassadors through the Power of ReviewJessica Thompson, Austin Creative Alliance, Austin, TX

n Growing Your student AudienceSandra Halladey, San Francisco State University

n improving the whole visitor ExperienceSylvia Matiko, A Different View, Nashville, TN

n it’s All in Your brandEsty Dinur, Wisconsin Union Theater, Madison, WI

n making Your Patrons & donors Part of Your Arts storyTiffany Dupont, Lexington Children’s Theatre, Lexington, KY

n making Your website mobile-FriendlyDavid Dombrosky, Dombrosky Arts Consulting, Pittsburgh, PA

n messaging for Arts service organizationsTiffany Wilhelm, Greater Pittsburgh Arts Council

n never be dark: maximize Your biggest Asset of spaceMaureen Carruthers, Low Hanging Fruit Communications, Dayton, OH

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n Revealing, measuring, and Communicating the value of the ArtsChristy Farnbauch, Strategic Links, Hilliard, OH

n social media and Your organization’s marketing PlanCeci Dadisman, Palm Beach Opera, West Palm Beach, FL and Nella Vera, The Public Theater, New York City

n strategies for winning Jazz AudiencesBob Breithaupt and Scott Vezdos, Jazz Arts Group, Columbus, OH

n Taking Control of TechnologyKim Baker, The Kentucky Center for the Performing Arts, Louisville, KY

n urge to mergePaige Ikhanipour and Heather McElwee, Pittsburgh Glass Center

3:30 P.m.–5:15 P.m.

One-to-One Coachingbluegrass 1 & 2

Get personal attention and specific advice for your organization with speed coaching from fellow practitioners and experts in the field. Each coach is available for 25-minute individual sessions, and you must sign up in CenterStage before 3:15 p.m. on monday to reserve your spot.n dynamic PricingChad Bauman, Arena Stage, Washington, DC

n Creating Engaging videos for Your marketing needsMark Ciglar, Cinevative, Los Angeles

n Audience development: building a quality AudienceShoshana Fanizza, Audience Development Specialists, Boulder, CO

n Collaborative FundraisingAlexandra Gray, Fractured Atlas, New York City

n strategic PlanningNancy Hytone Leb, Hytone Arts Management, Pasadena, CA

n making and saving money with Your dataWill Lester, TRG Arts, Colorado Springs, CO

n designing an Effective websiteDrew McManus, Venture Industries Online, Chicago

n Crafting Customized offersEric Nelson, DCM, Brooklyn, NY

n leading from the middleDeborah Obalil, Obalil & Associates, Providence, RI

n Audience & Community ResearchSurale Phillips, Decision Support Partners, Bozeman, MT

n multiplatform, Transmedia Content strategy Brian Reich, Edelman Digital, New York City

n selecting a Ticketing/CRm systemSteven Roth, The Pricing Institute, Boston

5:15 P.m.–6:30 P.m.

Lightning Rounds of Researchballroom v & vi

Join us for a presentation blitz of research studies, evaluations, and statistics about audience engagement and participation. Seven presenters have 10 minutes to present no more than 10 slides illustrating their findings.

modERAToR: Alan Brown, WolfBrown, San Francisco

7:30 P.m.

Dine-Aroundsvarious locations

These Dutch-treat dinners are organized around specific marketing and fundraising topics. Space is limited; sign up in CenterStage before 4:00 p.m. to confirm your seat!

Meet your Dine-Around group at 7:00 p.m. at the Second Street Entrance on the lobby level. Your leader will coordinate walking or taking taxis as necessary.

TRACK KEY

auDieNce actioNs

tecHNologytreasures

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CONNECTJoin Our Linkedin Group

2011 nATionAl ARTs mARKETinG PRoJECT

ConFEREnCE

conFerence day three: tueSday, noVember 15 | 21

8:00 A.m.–11:00 A.m.

Registration Open in CenterStage

8:00 A.m.–8:45 A.m.


8:45 A.m.–10:00 A.m.

Concurrent Sessions

Engaging Audiences through Collaboration & innovation

level: iNtermeDiate

ballroom vii & viii

Now is the time for innovative approaches to audience engagement by unifying your regional arts community around common goals such as creating access and building audiences. Hear examples of how collaborative models can improve your business, your community, and the lives of your audience.

PREsEnTERs: Shoshana Fanizza, Audience Development Specialists, Boulder, CO; Greg Fiedler, Greater Flint Arts Council, Flint, MI; Sam Read, Theatre Puget Sound, Seattle

modERAToR: Kory Kelly, Actors Theatre of Louisville, Louisville, KY

loyalty Programs: Are subscriptions and memberships still viable strategies?



Subscriptions and memberships are dying; one-time transac-tions are king. Is customer loyalty dead, too? This session showcases three organizations that created vibrant customer loyalty programs. Be inspired to ask: what could we be doing differently to build customer loyalty?

PREsEnTERs: Betsy Altheimer, Springboard for the Arts, St. Paul, MN; Kristen Denner, Whitney Museum of American Art, New York City; Nella Vera, The Public Theater, New York City

modERAToR: Deborah Obalil, Obalil and Associates, Providence, RI

Tear down the silos with CRm: dramatically improve Your marketing, sales, and Patron Experience

level: iNtermeDiate

ballroom ix & x

Customer relationship management (CRm) systems are becom-ing more prevalent in the arts field because they address key issues facing arts managers today: non-repeat patrons, targeted and segmented marketing and fundraising, institutional memory loss, and lack of staff alignment. Hear firsthand from fellow arts marketers how CRm systems have improved efficiency, access to data, and service to patrons.

PREsEnTERs: Eugene Carr, Patron Technology, New York City; Steven Roth, The Pricing Institute, Boston; Brian P. Sayre, PlayhouseSquare, Cleveland, OH; Jack Wright, Celebrity Series of Boston

10:00 A.m.–10:30 A.m.

Book Signing with Sam HornCenterstage

10:45 A.m.–12:00 P.m.

Closing Plenary: Sam Hornballroom v & vi

Learn how to convey your message in fresh, relevant ways that cut through the clutter and hold your audi-ences’ attention from the award-winning author of POP!: Create the Perfect Pitch, Title and Tagline for Anything.


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2012 nATionAl ARTs mARKETinG PRoJECT ConFEREnCE PARTnERwww.artsandscience.org

The arts & Science Council of Charlotte-mecklen-burg invites you to the 2012 NamP Conference, November 9–12, 2012. Experience Charlotte’s thriving arts and culture scene where visual and per-forming arts flourish and dazzling new architecture abounds. Host to the 2012 Democratic National Convention, the Queen City is the place to be next year for building a bright future for your organization.

ARTsREAdYwww.artsready.org

Premiering in the fall of 2011, artsReady is a web-based emergency preparedness platform designed to provide arts organizations with customized busi-ness continuity plans for post-crisis sustainability. The artsReady readiness, response, and recovery tool is a national initiative of South arts. View a demonstration and sign up for your Basic or Pre-mium membership.

bluE sTATE diGiTAl bluestatedigital.com / bsdtools.com

Blue State Digital is a leader in online fundrais-ing, advocacy, social networking, and constituency development programs for nonprofit organizations, political candidates and causes, and brands and businesses. It develops and executes multiplatform online engagement campaigns using its strategic services and the BSD Tools, a unified, reliable, and intuitive software solution for mobilizing people to advocate, raise money, and connect with each other. It has offices in Boston, London, Los ange-les, New York, and Washington, DC.

CHoiCE TiCKETinG sYsTEms www.choiceticketing.com

Choice Ticketing provides a powerful, real-time, easy-to-use, fully integrated technology solution that efficiently manages ticket sales, marketing, fundraising, membership, volunteer management, access control, and customer relationship man-agement operations. Turn to Choice for a proven, sophisticated, and affordable system that delivers intelligent technology to the performing arts and entertainment industry.

CinEvATivEwww.cinevative.com

Cinevative is the nation’s leading creative studio specializing in pre-production commercials and motion graphics videos for the performing arts and live entertainment. Producing for some of the most respected arts organizations in the country, Cinevative brings branding techniques perfected by network television to performing arts marketers in an effective and affordable way.

ClAREmonT GRAduATE univERsiTY ARTs mAnAGEmEnT PRoGRAmwww.cgu.edu/am

This unique program blends the best of the renowned Drucker School of management and the School of arts and Humanities. It provides students with an understanding of the arts and business to head museums, theaters, dance companies, cultural centers, music and arts education organi-zations, and to advocate for the future of the arts.

KlEARsKYwww.klearsky.com

KlearSky is a consulting company specializing in the performing arts. In addition to providing busi-ness and technology consulting, KlearSky offers a variety of creative services including website design/development, mobile applications, branding and social media integration. KlearSky also has a custom software product, KS Limelight, a produc-tion and artist management tool.

moGoARTs mARKETinG www.mogoartsmarketing.com

moGoaRTS marketing partners with arts orga-nizations across the United States and Canada, providing a broader strategic approach to digital marketing through integrated online advertising campaigns. moGo utilizes best-practice strategies to build targeted online campaigns that integrate with Tessitura Network and other platforms to track actual actions and revenue—delivering higher returns cost-effectively.

PATRon TECHnoloGY www.patrontechnology.com

Patron Technology strives to revolutionize the arts with world-class customer relationship manage-ment (CRm) and e-mail marketing technology at a price that every organization can afford. It services more than 1,800 clients worldwide, and its new product Patronmanager CRm, developed with Salesforce.com, combines box office ticketing, subscriptions, fundraising, e-mail marketing, and staff collaboration.

sd&Awww.sdats.com

SD&a offers innovative, individually designed tele-services campaigns for the arts—subscription sales, membership, annual fund, special gift, and capital campaigns—managed at the client’s location or from our calling center. Its Call manager system is the proven antidote to declining contact rates and providing strategic analysis, planning, tracking, and reporting to meet each campaign’s requirements.

TEssiTuRA nETwoRK www.tessituranetwork.com

The Tessitura Network is comprised of more than 350 of the world’s premiere arts and culture orga-nizations united by a common technology. Tessitura Software, the flagship product of the Tessitura Net-work, is a solution specific to the arts and culture sector for patron and prospect information, ticket and admission sales, memberships and philanthropy, web transactions, and customer relationships.

THEATERmAniA/ovATionTixwww.Theatermania.com

Theatermania.com is the information and ticketing source for more than 4,000 shows nationwide and the leading online theater resource for consumers to find shows, save money, and buy tickets nation-wide. Theatermania.com publishes comprehensive show listings, editorial content, and video coverage for more than 40 markets and widely distributes free e-mail newsletters to more than 650,000 subscribers. additionally, Theatermania.com cre-ates online marketing programs for performing arts organizations and provides technology to power ticketing, fundraising, and CRm through its propri-etary software, OvationTix.

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Thanks!SPONSORS & LOCAL HOST

THE Fund FoR THE ARTswww.fundforthearts.comThe Fund for the arts is the oldest united arts fund in the country and has raised more than $157 million since its establishment in 1949. The current campaigns raise $7 to $9 million annually, a long way from its first campaign in 1949 of $99,000. Today the Fund provides financing, facilities, and administrative support to 28 area arts groups and programs. In addition, more than 200 community access grants are awarded annually to community groups and schools in Kentucky and Southern Indiana. Other Fund sponsored activities include the annual Whittenberg Young artist Scholarship and the NeXt! Leadership Development Program.

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AroundGETTING

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getting around | 27

Downtown Louisville map

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LouisvilleM

arriott4thStreetLive!

Louisville Visitors

Center

301 S. Fourth St.Phone: 502-379-6109Toll Free: 1-888-568-4784www.gotolouisville.com

4th St. TrolleyTARC Route #1 W

EEKDAYS 8:00 am - 11:00 am every 10 minutes 11:00 am - 6:00 pm every 7 minutes6:00 pm - 7:00 pm every 10 minutes

TARC Route #1 SATURDAYS 10:00 am - 6:00 pm every 20 minutes

Main/M

arket Street TrolleyTARC Route #77 W

EEKDAYS 6:00 am - 11:00 am every 15 minutes 11:00 am - 4:00 pm every 10 minutes4:00 pm - 8:00 pm every 15 minutes

TARC Route #77 SATURDAYS 10:00 am - 6:00 pm every 15 minutes

Trolley does not run on Sundays

Trolley schedule is subject to change.For the m

ost updated trolley schedulesand fares, please visitw

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Frazier InternationalH

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nAmP ConFEREnCE AdvisoRY CommiTTEEn Kim Baker,

The Kentucky Center for the Performing Arts, Louisville, KY

n Ken Bernhardt, Georgia State University, Atlanta

n Sara Billmann, University Musical Society, Ann Arbor, MI

n alan S. Brown, WolfBrown, San Francisco

n Ceci Dadisman, Palm Beach Opera, West Palm Beach, FL

n Ron Evans, Groupofminds.com, Sunnyvale, CA

n Bernadine C. Griffin, 5th Avenue Theatre, Seattle

n alison Erwin Hansen, Fund for the Arts, Louisville, KY

n Kory Kelly, Actors Theatre of Louisville, Louisville, KY

n andrew Huang, Houston Downtown Alliance, Houston, TX

n Eliza Benington Kozlowski, George Eastman House International Museum of Photography & Film, Rochester, NY

n Clayton Lord, Theatre Bay Area, San Francisco

n Terence mcFarland, LA Stage Alliance, Los Angeles

n Philippe Ravanas, Columbia College Chicago, Chicago

n J. Dennis Rich, PhD, Creative Enterprise Consulting, Chicago

n Steven Roth, The Pricing Institute, Boston

n Sarah Rowan, Actors Theatre of Louisville, Louisville, KY

n Barbara Sexton Smith, Fund for the Arts, Louisville, KY

n Joanne Steller, Target Resource Group, Chevy Chase, MD

n Laura Sweet, Ordway Center for the Performing Arts, St. Paul, MN

n andrew Taylor, Bolz Center for Arts Administration, Madison, WI

n Donna Williams, The Metropolitan Museum of Art, New York City

n Jerry Yoshitomi, MeaningMatters, Port Hueneme, CA

n alice Sachs Zimet, Arts + Business Partners LLC, New York City

nATionAl ARTs mARKETinG PRoJECT (nAmP)www.Artsmarketing.orgThe National arts marketing Project is designed to help arts organizations better understand the marketplace in which they operate and recognize the benefits of an aggressive, outward-looking audience development effort. Through NamP workshops, webinars, and conferences, arts organizations learn strategies and tactics for instituting long-term systemic change and they acquire sophisticated marketing skills. more than 10,000 nonprofit arts organizations nationwide have strengthened their marketing skills through NamP.

The National Arts Marketing Project Conference® is a registered trademark of

Americans for the Arts.

AmERiCAns FoR THE ARTswww.AmericansForTheArts.orgamericans for the arts is the nation’s leading nonprofit organization for the advancement of the arts in america. With more than 50 years of service, it is dedicated to representing and serving local communities and creating opportunities for every american to participate in and appreciate all forms of the arts. Join as a member today to access the full suite of benefits!

mixed sourcesproduct group from well-managed forests, controlled sources and, recycled wood or fiber.

www.fsc.org cert n. XXX XXX XXXXX© 1996 forest stewardship council

ArtsAMERICANS FOR THE

scaN tHis coDe get more from

americans for the arts. become a member today!

about americanS For the artS | 29

cHarlotte, Nc

GettinG down tobusiness

Save the date

novEmbER 9–12

2012

NatioNal arts MarketiNg Project coNfereNce

Persistence of Vision (2007) by ralph Helm

ick and stuart schecter in the charlotte mecklenburg county courthouse. photo by clem

ents/How

croft.

Documents

arts marketiNg project Louisville, Kentucky NooNov … · arts marketiNg project coereNf Nce Louisville, Kentucky arogram p of americaNs for tHe arts ... pen in c enter s tage 8:00