Thursday, June 7, 2012


* Strategy and Money Alignment Readiness Tool 

Thursday, June 7, 2012


Budgeting for Reasonable Goals, Achieving Over-the-Top Fundraising Results

A rapidly changing environment requires quick adaptation in our culture of fundraising -  the old models are changing by the minute. This session will lay out the key principles that those involved in raising money for orchestras must know: it’s all about human relationships; effective use of technological tools; an institution-wide culture of fundraising; community standing; passion for our product, and an ability (for all of us – staff, board members, musicians, and volunteers) to speak effectively on behalf of our orchestras and the work that they do.

Jay Golan, vice president for development, League of American Orchestras

Sponsored by CCS


Changing The System: A Strategic Approach to Making a Difference  

While orchestras deliver programs that make a real difference to their audiences; ultimately having a true, lasting impact on the wider community often requires systemic changes to the culture; affecting resources, and expectations of community partners and funders. Successful change agents share how strategic alliances, smart planning, and political heft can convert great community programs into enduring civic resources.    

Gigi Antoni, president/CEO, Big Thought; Elizabeth Merritt, founding director, Center for the Future of Museums, American Association of Museums; Heather Noonan, vice president for advocacy, League of American Orchestras; Dalouge Smith, president and CEO, San Diego Youth Symphony & Conservatory


Contracts, Calamities, and Compensation! 

What every orchestra manager and arts business professional should know about liability protection:

  • What types of liabilities must performing arts professionals be concerned about?
  • What types of insurance policies are available, and what liabilities do they cover?  What do they NOT cover?
  • How to limit your liability through contract

Issues covered will include disputes arising out of cancellation of concerts perhaps as a result of non-appearance of artists or adverse weather, infringement of copyright on websites or marketing material, and injury to audience, performers or damage to venues.

Mark Boon, CEO,  La Playa insurance; Robyn Guilliams, arts attorney, Fettmann, Tolchin & Majors PC; Christine Sadofsky, president, La Playa Insurance 


Conversation with Marvin Hamlisch   

Marvin Hamlisch, legendary composer and conductor, winner of multiple Oscars, Grammys, Emmys, Tonys, and Golden Globes, joins the Dallas Symphony’s Mark Melson in a discussion which will offer perspectives on Mr. Hamlisch’s distinguished career. Come for an opportunity to hear from a living legend who has contributed so much to the culture of our time, from Hollywood to Broadway, and as  pops conductor extraordinaire on the podia of so many of our orchestras.    

Marvin Hamlisch, principal pops conductor, the Pittsburgh Symphony Orchestra, San Diego Symphony Orchestra, Milwaukee Symphony Orchestra, Seattle Symphony Orchestra, Dallas Symphony Orchestra, and Pasadena Pops; Mark Melson, advisor, Dallas Symphony Orchestra


Creating Legendary Loyalty Programs

With over twenty-five years of experience of designing customer loyalty programs, Hal Brierley, founder and Chief Loyalty Architect of Brierley+Partners, will show how well-crafted loyalty programs can profitably drive consumer behavior. Hal has helped create some of the world's most popular loyalty programs, including American Airlines’ AAdvantage, Continental OnePass, Godiva Chocolate Rewards, Hertz #1 Club Gold, Hilton HHonors, and JCPenney’s JCP Rewards.  This session will share thoughts on how orchestras can use successful loyalty strategies to strengthen subscriber relationships and increase donor engagement.

Hal Brierley, founder and chief loyalty architect, Brierley+Partners; Kim C. Noltemy, chief marketing and communications officer, Boston Symphony Orchestra (moderator) 

A Discussion with Robert Flanagan

Robert Flanagan’s recent book, The Perilous Life of Symphony Orchestras, offers an analysis of the economic challenges facing orchestras in the U.S. He explores interrelated strategies around performance revenues and expenses; and increasing non-performance related income to suggest a pathway to greater economic security for orchestras. This session will provide highlights of his book; and invite those attending to participate in a Q&A.

Dr. Robert J.Flanagan, Konosuke Matsushita Professor of International Labor Economics and Policy Analysis, Emeritus, Stanford Graduate School of Business; Hugh Long, chair, Louisiana Philharmonic (moderator)


El Sistema Takes Root

The values and practices of El Sistema continue to spread and take root in the United States. Today there are over 54 active El-Sistema-inspired programs, with approximately 25 more in the planning stages. Programs take place in community centers and social service agencies, public and charter schools, and in partnership with youth and adult orchestras. And, they share a common characteristic – a mission of social change through music. Learn about latest developments in the El Sistema-inspired movement.

Jill Goff, executive director, The Goff Family Foundation; Erik Holmgren, program director, Sistema Fellows Program; Gretchen Nielsen, director, educational initiatives, Los Angeles Philharmonic; Elizabeth Schurgin, executive director, B Sharp Youth Music 

Inclusion & Diversity: A Big Tent View     

For orchestras to remain vital, they must be authentically diverse institutions – onstage, and in their staff, and boards. Inclusion and diversity, while critically important, is not always easy to achieve. This toolbox is designed to help orchestras advance their work, including around audience, musicians, staff and board, repertoire, and guest artists -and create the culture needed to sustain your orchestra’s commitment to diversity and inclusion over time.

Aaron Dworkin, founder and president, Sphinx Organization; Errika Flood-Moultrie, consultant, Clarkson Davis;  Jessica Schmidt, director of education and community engagement, Boston Symphony Orchestra  


Expanding the New Music Family: Micro, Consortium, and Commissioning Clubs

More individual artists and ensembles are bringing forward new work by bundling costs and sharing performances. These seem like win-win models by helping insure fair compensation to composers, covering orchestra costs, offering wider visibility to composers, and insuring multiple performances. Learn more about how to make this new commissions work, and about their benefits and challenges.

Rachel Fine, executive director, Los Angeles Chamber Orchestra; Jennifer Higdon, composer; Stephanie Pereira, art program director, Kickstarter; Norman Ryan, vice president, Schott Music Corporation/European American Music Distributors Company


Getting in on the Act   


Arts participation is being redefined as Americans increasingly choose to engage with art in new, more active and expressive ways. This trend carries profound implications - and fresh opportunities - for many in the nonprofit arts sector that are learning how to adapt to demographic and technological changes.  Getting In On the Act: How Arts Groups are Creating Opportunities for Active Participation is a new study commissioned by The James Irvine Foundation and conducted by WolfBrown. It draws insights from more than 100 nonprofit arts groups, and presents a new model for understanding arts engagement.

Alan Brown, principal, WolfBrown; Cayenne Harris, director of new initiatives for the institute for learning, access and training, Chicago Symphony Orchestra; Najean Lee, Senior Manager, Government Affairs and Education Advocacy, League of American Orchestras (moderator); Thor Steingraber, vice president of programming, music center - Performing Arts Center of Los Angeles County


How Customers Can Impact Product and Marketing Strategies   

What makes a business grow and what is the role of the consumer in the process? This session will highlight how customer feedback can facilitate business leadership and direct successful growth strategies.  We will learn how better to listen and learn from our customers; understand how we should market to them, and be responsive to the new product lines they really want.    

Jason Nicholson, Director of Marketing, Austin Symphony Orchestra (moderator); Steven Riskey, Riskey Business Solutions


How Live Music and Sports Share the Same Entertainment Challenges, and What We Can Do About It

Combine economic woes and fierce competition for consumer dollars, you get a story familiar to the classical music industry. Sports and entertainment industry challenges and opportunities mirror those we face - multiple performances, tight budgets, limited staff, and competition for talent are all shared areas of concern. This session features sports and entertainment veterans addressing how these challenges are being overcome – and what lessons can be applied to orchestras of all sizes.

Dave Brown, vice president and general manager, American Airlines Center; Stephen Cook, president, The Cooking Group; Paul E. Monroe, vice president of marketing, Dallas Mavericks; Bill Powell, regional vice president, Feld Entertainment  (Bio)


Kickstarter 101

Kickstarter is the world’s largest funding platform for creative projects. Every week, tens of thousands of people pledge millions of dollars to projects that interest them. Kickstarter represents a new form of commerce and patronage – i.e.  It’s not about investment or lending; the project creators keep 100%  ownership over their work. The funding is “all or nothing”  - If a project doesn’t reach its funding goal within a fixed period of time, it goes away. What does this new model mean for institutions as well as individual artists?  Kickstarter 101 will introduce you to a whole new, highly entrepreneurial approach to fundraising.

Stephanie Pereira, art program director, Kickstarter


Proving our Case:  Public Value Essentials

The stakes have never been higher to prove how orchestras improve public life.  Funders, community partners, policy makers, and the public want to understand what orchestras contribute to civic health, economic growth, public education, and artistic vitality – and they want hard proof that these benefits flow to a diverse range of community stakeholders.  Learn how to tell your story, prepare compelling data, and shape an institution-wide approach to messages that can change public perception of your orchestra.

Beth Brooks, vice president of marketing and public relations, Pacific Symphony; Karen Gahl-Mills, executive director, Cuyahoga Arts & Culture; Judith Kurnick, vice president for strategic communications, League of American Orchestras; Heather Noonan, vice president for advocacy, League of American Orchestras


Think SMART*:  An Update to the League’s Strategy and Money Alignment Readiness Tool

The League, in partnership with TDC, recently made available to its members an orchestra-specific tool designed to highlight the connections between money, strategy and risk. This tool can help as a means of clarifying information and insuring effective communication as a key to understanding your current financial health and aligning it with successful planning. If you are thinking about how to: respond to changing audience behavior; undertake a capital campaign, address structural deficits, expand or manage contraction, and/or focus on long-term sustainability – this tool can help.  Come to this session to get an update what we’ve learned so far, and see how this tool might be a resource for you. 

Susan Nelson, principal, TDC  (Bio)

* Strategy and Money Alignment Readiness Tool   

YouTube Symphony Orchestra: Key Results and Applications

The success of the YouTube Symphony Orchestra, through its two incarnations in 2009 at Carnegie Hall and in 2011 at the Sydney (Australia) Opera House, challenged the conventional wisdom about the demand for classical music performance in the digital marketplace. Driven by a passion to bring classical music to a global audience and a desire to democratize the experience of making music, the YouTube Symphony offers significant insights into how the digital community interacts with and responds to live orchestral performance. How can you and your organization benefit from key findings and results of the biggest global experiment ever undertaken in orchestral world?

Clive Gillinson, executive and artistic director, Carnegie Hall; Jessica Lustig, managing partner, 21C Media Group, Inc.; Ed Sanders, group marketing manager, Creative Lab at Google