|
As Director of Marketing for Alvin Ailey American Dance Theater, I am leading the development and execution of a comprehensive strategy to uphold
and broadly convey Alvin Ailey's proud legacy, mission and performances -- attracting audiences to its annual self-produced
seasons in New York, Atlanta and Miami, and overseeing the marketing for extensive U.S. and international tours for both
its main and Ailey II companies. In addition, I am responsible for overseeing marketing initiatives for The Ailey School,
Ailey Extension, AileyCamps and Arts-In-Education programs.
Prior to that, I was involved in marketing New York's two major opera companies. In 2006, I worked on general manager Peter Gelb's first season at The Metropolitan Opera, helping to develop a comprehensive marketing plan for the Met's 2006-07 season. I also
created, wrote and/or designed a variety of brochures, print & radio advertising, e-blasts and other material as well
as advised on the Met's re-branding campaign.
In 2007-08 -- starting as an outside consultant and
later on staff as Director of Marketing and Special Programming -- I rebuilt and expanded the marketing department staff,
supervised the season campaign and played an active role in overseeing press and public relations. Simultaneously, I
began the extensive process of re-imagining sales and communications for City Opera under its new leader at that time, Gerard
Mortier [he has since resigned from his position as Artistic Director and General Manager]. I oversaw the creation of
a new visual identity, a complete overhaul of the company's website and audience development initiatives to relaunch
the company for Mr. Mortier's planned first season in 2009-10.
From 1983 to 2002, I also played a key role in the marketing of over
100 plays and musicals on Broadway and off-Broadway, primarily for Lincoln Center Theater. My efforts resulted
in over $300 million worth of tickets sold for that company over 18 seasons. Click
here for details on my work at Lincoln Center Theater.
"New Audiences Now!", a report I wrote on the success of LCT's Introductory
Membership program, is excerpted in Arts Marketing Insights: The Dynamics of Building and Retaining Audiences by
Joanne Scheff Bernstein, published by Jossey-Bass/Wiley in November 2006.
I have also served as a management consultant for arts organizations
around the globe, with a special focus on marketing-related issues. Clients have included The New 42nd Street, Paper
Mill Playhouse and Theater Development Fund. Click here to read
about some of my consulting projects.
|
