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Emerging Arts Leaders Symposium

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April 2013

EALS 2013 Podcasts are Live

Couldn’t make it to a panel or address at EALS 2013? Couldn’t come to the day at all?

No problem! You missed the great experience, but don’t miss the ideas. Download the podcasts of each panel and keynote address from iTunes.

CLICK HERE to download the podcasts.

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Largest EALS Ever Proves Success

Steven Dawson, EALS Executive Chair, reports on the 6th annual Emerging Arts Leaders Symposium and the growth the organization has seen. From article written for American University News.

Once again, the Emerging Arts Leaders Symposium at American University has proven to be a smashing success. The Symposium, known by the acronym EALS, is in its sixth year of existence. The event is an annual meeting of students and young professionals who work in the arts that is held at American University. As national partners with Americans for theealsoutside Arts, EALS is the official kick off for Arts Advocacy Day, and is held the day before.

It is an opportunity to engage in quality discussion about issues, unique or universal, that affect arts organizations with students, peers, and experienced leaders in the field. Past keynote speakers have included Rachel Goslins, Ben Cameron, Bob Lynch, and Adrian Ellis. All symposium activities and planning is organized and executed by a selected committee of American University Arts Management students.

The framework of EALS 2013 was “Looking to the Horizon.” Each speaker and panel discussed the new and innovative strategies and ideas coming down the road in each of the topics addressed that day. These topics included international arts management, marketing, audience engagement, career advancement, innovative organization models, and fundraising.

As the Executive Chair, I am elated to report that EALS 2013 was by far the largest and most successful Symposium ever. Counting the speakers, attendees, staff, and volunteers, 225 people walked through the doors on Sunday, April 7. That proved to be well over double last year’s number, a record growth for the Symposium. EALS also extended its reach throughout the country. Previous years saw attendees mostly from the surrounding DC metro area and within a few hours’ driving distance. EALS 2013, however, saw attendees from geographical locations spanning the entire eastern coast, the mid-west, and as far west as Utah.

What caused so many people from so many locales to flock to American University? The EALS Executive Committee’s focus on quality programming. At the beginning of the planning process, the Executive Committee made the decision to host big names from the industry that have valuable knowledge and experience to share. Doing so would be a financial gamble, but they had faith that presenting the highest quality programming would pay for itself by attracting more attendees. They were right.

The morning began with opening remarks and a welcome from myself, and jumped right in to the Opening Keynote Address by Karen Brooks Hopkins, the President of the Brooklyn Academy of Music (BAM). Since taking over as president of BAM in 1999, Hopkins has led the organization with stunning competency, riding the waves of financial and philanthropic ups and downs. The annual attendance has exploded, the budget has over doubled, and the organization’s endowment has almost tripled to over $80 million. Her address connected the ideas we were discussing at EALS 2013 with her real and successful organization. A perfect start to the day.

The attendees then split off, as they went to the morning breakout panel session of their choice. One morning panel was International Arts Management. In this panel, Gail 151Humphries Mardirosian (American University), Todd Dellinger (Rider University), Stacy White (US Dept. of State), and Arts Management professor Ximena Varela discussed the newest research and issues in this growing area of the arts.

The other morning panel, Marketing for Today’s Organizations, saw leading marketing specialists discuss new strategies, as well as multiple points of view on some hot topic issues, such as subscription plans. Panelists included JoAnn LaBrecque-French (The Washington Ballet), Jennifer Buzzell (Strathmore), Khady Kamara (Arena Stage), and American University Museum head curator Jack Rasmussen.

After a networking lunch, the attendees split again into their choice of three panels. One afternoon panel, Audience Engagement, discussed the importance of engaging audiences…not selling to them…and the strategies to do so. Those panelists included engagement experts Margy Waller (Topos Partnership), JR Russ (Dance Place), Alli Houseworth (Method 121), Doug Borwick (ArtsEngaged), and AU’s Ximena Varela.

The second afternoon panel provided attendees the opportunity to pick the minds of 201younger arts leaders about starting and advancing their careers in the Career Beginnings and Advancement panel. Panelists included Jojo Ruf (National New Play Network), Christopher K. Morgan (Christopher K. Morgan & Artists), Allison Peck (Freer|Sackler Galleries, Smithsonian), and AU’s Anne L’Ecuyer.

The Innovative Organization Models panel rounded out the afternoon selections. Attendees had the opportunity to learn about some of the most cutting edge organizations, and to pick the minds of the leaders of these organizations. Those leaders were Rachel Grossman (dog&pony DC), Thaddeus Squire (Culture Works Greater Philadelphia), Margaret Boozer (Red Dirt Studio), and AU professor Andrew Taylor.

fr panelAfter a coffee break, attendees headed into the Abramson Family Recital hall to attend a panel that discussed one of the most important parts of arts management, yet one of the most uncomfortable parts: Fundraising. Panelists, moderated by Andrew Taylor, included leading minds in the field: Barbara Ciconte (Donor Strategies), Kendall Ladd (Sitar Arts Center), Pete Miller (Local arts board member and philanthropist), and Russell Willis Taylor (National Arts Strategies)

The day was concluded with Aaron Dworkin’s Closing Keynote Address. Dworkin is the founder and President of The Sphinx Organization, the leading organization focused on cultural diversity in the arts, and President Obama’s first ever appointee to the National Council for the Arts. His poignant dworkinand invigorating address discussed racial access to the fine arts, and how we as arts leaders must work to make the arts represent the true diversity that is the United States.

For more information on the Emerging Arts Leaders Symposium, and to hear audio recordings of the conference, visit http://www.american.edu/cas/arts-management/eals/index.cfm.

Below is the map of EALS 2013 attendee geographical locations. Where did you come from?

Attendee Geographical Locaitons
Attendee Geographical Locaitons

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Wolf Trap Foundation Fellowship:

Gain valuable arts management experience at Wolf Trap!

A 12-month Fellowship position within the Wolf Trap Foundation provides substantive arts management experience to an emerging young professional of color, who has recently earned a Master’s degree in the arts or a related discipline. This full-time, paid position begins September 2013 and provides substantive arts management experience in a variety of areas within the Foundation. The application deadline is May 1, 2013. Learn more.

Marketing…Not All About the Ticket

It use to be that the success of arts marketers was dependent on how well they could predict the future and then pray for success. But those days are over. Today, arts marketers can rely on data analysis and market research to make well thought outfortune-teller strategic decisions.

I, for one, am glad that marketers no longer have to rely future telling because marketing is an essential part of the arts experience. As a jazz trombonist, I had to learn how to market myself to land gigs and then market my gigs so that people would come to them. Arts organizations have to do the same. But they must market their organization as well as individual performances.

Several years ago Brooklyn Academy of Music (BAM) ran an institutional marketing campaign with the theme “BAM and then it hits you”. The message they conveyed was that the experience at BAM lingered long after you left. This campaign excited people about BAM as an entire organization, as opposed to a singular performance.

There are countless other examples of successful marketing campaigns in the arts. As emerging arts leaders I think it is essential we pay attention to trends in marketing. What are the latest trends in arts marketing? How do arts marketers use data analysis and market research to make strategic decisions? What type of programming is becoming most difficult to market? There are an endless amount of questions we can ask.

This Sunday April 7th, the Emerging Arts Leaders Symposium at American University will feature a panel discussion to answer these marketing questions and more. What questions do you have about arts marketing today?

The panelists for the Marketing Trends panel include:

Jennifer Buzzell – Strathmore: Jennifer Buzzell is the Vice President for Marketing and Communications at Strathmore, a multi-disciplinary arts center in North Bethesda, Jennifer Buzell picMD.  Accomplishments at Strathmore include leading the efforts to be the first arts organization in the D.C. area to allow patrons to select their exact seats online; starting an innovative grass-roots and guerilla marketing program that reaches out to sell tickets and raise awareness through non-traditional means; spearheading the efforts with the Strathmore staff to have Strathmore branded as a leader in customer service for the arts in the D.C. area by not charging customers separately for parking and ticketing fees and allowing all patrons to exchange concert tickets; and moving from a subscription-based sales model to a single ticket/membership based sales model (Strathmore Stars).  Jen has a Masters in Arts Management from American University, and a Bachelor of Music in Vocal Performance and Music Education from Boston University.  She was named the Montgomery County 2012 Emerging Arts Leader by County Executive Ike Leggett and Catherine Leggett, accompanied by proclamations from Senator Barbara Mikulski, the State of Maryland and Montgomery County. Jen is a graduate of Leadership Montgomery (2009), and serves on the Board of Directors of The Bach Sinfonia, and committees for the Arts and Humanities Council of Montgomery County the Cultural Alliance of Greater Washington and Wheaton Urban District. She lives in Wheaton, MD with her husband Jeremy and children Zoe and Myles.

JoAnn LaBrecque-French – The Washington Ballet: JoAnn LaBrecque-French is currently Senior Director of Marketing and Communications for The Washington Ballet.  LaBrecque picHer extensive background in performing arts includes working as the Director of Marketing and Communications for Washington National Opera; Director of Marketing and Communications for Houston Grand Opera; Public Relations Manager of Los Angeles Opera; and as an Account Executive with Davidson & Choy Publicity, one of Los Angeles’ premier arts and entertainment firms. Prior to coming to Washington, DC, Ms. LaBrecque-French was the Director of Program Resources at Neuhaus Education Center, a professional teacher development organization where she developed and implemented marketing, website, communications and on-line teacher-training initiatives. Her expertise encompasses traditional and nontraditional marketing, communications,   and advertising with an emphasis in branding, positioning, media and community partnerships, website development, and incorporating electronic and social media and community outreach into comprehensive and multidimensional external institutional campaigns.   Ms. LaBrecque-French’s consulting client list includes Washington National Opera, Los Angeles Philharmonic, the Hollywood Bowl, Los Angeles Opera, Los Angeles Chamber Orchestra, Joffrey Ballet, CalArts, and the Los Angeles Master Chorale. 

Khady Kamara – Arena Stage: Khady Kamara joined the Arena Stage in 2001 as a Subscriptions Manager and has been an integral member of the Communications team Kamarathrough her work in Audience Services eventually being promoted to Director of Audience Services before taking over as the Senior Director of Marketing and Communications.  Under her leadership, Arena’s sales team repeatedly broke box office sales records for a number of shows, including South PacificSophisticated LadiesOklahoma!, and Red.  Ms. Kamara successfully administered the recent upgrade and transition of Arena’s ticketing software to meet the ever changing needs of its growing patron base.  Her work was integral in the success of Arena’s temporary residency in Crystal City and the opening of the Mead Center for American Theater the fall of 2010.  During Ms. Kamara’s tenure, group sales revenue has more than doubled in scope and range of audiences reached.  She also pioneered unprecedented efforts to maximize donations with single ticket purchases. Khady  is the recipient of national and local awards acknowledging her service and professionalism, including the 2009 Outstanding Box Office Award on behalf of Arena Stage from the International Ticketing Association (INTIX) and as a 2009 Offstage Award Honoree from the League of Washington Theatres (LWOT).

Moderator:

Jack Rasmussen – American University: Jack Rasmussen is the Director and Curator Rasmussenof the American University Museum at the Katzen Arts Center. He previously held Executive Director positions at di Rosa Preserve: Art & Nature, Maryland Art Place, and Rockville Arts Place. He was the owner and director of Jack Rasmussen Gallery in Washington, DC. More information can be found on his blog.

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