Session Descriptions

Tools & Techniques Session Details

The League's National Conference Education Program includes 26+ sessions on restoration, development, marketing, operations, facilities, technology, and programming along with important case studies of best practices from around the nation, offering something for everyone. Late Sunday afternoon, we will offer two "Early Bird" Intensive sessions for those who can't wait to get started. Two segments of concurrent Tools & Techniques sessions will be offered on both Monday, July 16 and Tuesday, July 17. On Wednesday, following tours of the Paramount and State Theatres, enjoy an in-depth study of the best practices of the Austin Theatre Alliance, including fundraising, marketing, programming, and arts education.

Facilitated discussions, workshops, panel discussions, and case studies provide real solutions to real problems. Four concurrent Tools & Techniques segments on Monday and Tuesday will offer best practices, emerging trends and practical information for improving your historic theatre, your business and your community. Several sessions will be repeated following a 30 minute networking break to give each person an opportunity to attend as many sessions as possible. A few sessions will only be offered once.

Click on each speaker's name to read their full bio.
Click here to learn about this year's two optional Early Bird Intensive Education Sessions.

All Education Sessions are presented at the Sheraton Austin Hotel at the Capitol

Last Updated 07.13.18


A Former Oil Boomtown Goes MAD for the Arts

Tools & Techniques: 2nd Segment
July 16, 2018
2:00 PM - 3:15 PM

This session will discuss how, through the renovation and adaptive reuse of six historic structures, including the historic Rialto Theatre, a rural hub town of 18,500 is getting its groove back. The once thriving oil boomtown of El Dorado, Arkansas, has a rich history, unique architecture, and a well-established arts and entertainment community. The town is a major urban center for the surrounding eight counties and is the home to several corporate headquarters, yet community leaders noticed residents leaving town to find quality culture and entertainment. In an effort to attract employees to the business district, revitalize the economy, and slow population decline, the city worked with the El Dorado Festival and Events and other local arts organizations to connect and leverage several existing cultural assets through new construction and historic renovation. The new Murphy Arts District (MAD) provides a multi-venue, multi-purpose anchor and regional draw to satisfy the local community's needs and desires for culture and entertainment. This session will discuss how, through adaptive re-use, the unique identity of El Dorado is preserved while creating a regional draw and anchor to stimulate economic revitalization. In creating the Murphy Arts District, the city maintains the historic streetscape and restores pedestrian connections. The project will attract new residents and retain the existing population, all while creating an inviting environment for new attractions, retail, lodging, and restaurants to move in. Most importantly, MAD boosts community morale and makes people proud of their city and the history it has endured.

Presenters:
Terry Stewart, Chairman and CEO, El Dorado Festivals & Events, El Dorado, AR
Brant Miller, RA, LEED AP, Senior Associate, DLR Group | Westlake Reed Leskosky, Cleveland, OH

Ask a Millennial!

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:45 AM - 12:00 PM

Organizations spend a lot of time talking about Millennials. Now you can talk directly to them. Following a presentation by Xennial Nick Begley, this session opens up into a lively, interactive discussion with a group of today's most elusive and sought-after generation of live entertainment consumers. Attendees will hear from and speak to avid Millennial live event enthusiasts. Panelists will delve into topics including how to entice them to your theatre, the types of advertisements that resonate, social media promotions, offers they love, memberships versus unique subscription packages, how to turn them into lifelong supporters and more.

Presenters:
Nick Begley, moderator, Senior Marketing Manager, AudienceView, Toronto, ON
Safiatou Soumana, Envision Creative, Austin, TX
Jordania Nelson, Digital Marketing Specialist, Envision Creative, Austin, TX

Breaking Barriers: Diversity in Arts Leadership and Programming

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:45 AM - 12:00 PM

In the world of arts administration, it is important to be inclusive and diverse in all materials because our mission often revolves around opening the arts and culture up to everyone. This is often easier to do when the people that are making the programming are also diverse. Statistically speaking, this is not the case for nonprofits in the nation. This presentation will not only highlight this problem, it will guide the audience in how we can work to improve these numbers to better include people of color in our boards and staff. This will be done with information gathered from multiple reputable sources, as well as examining a case study of an organization that is already putting these measures into place.

Presenters:
Donald Mason, Executive Director, Lyric Theatre, Lexington, KY
Tony Sias, CEO, Karamu House, Inc., Cleveland, OH
Latarika Young, Board Member, Lyric Theatre, Lexington, KY

Building Fundraising Muscle and Implementing Successful Capital Campaigns

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 AM - 12:30 PM

Often theatre volunteers and staff have little or no capital campaign fundraising experience. This workshop will start with pre-campaign planning, move into the board campaign and Leadership Gifts, and finish with the Public Campaign! Faculty will share examples from several historic theatres to show board and staff members best practices and strategies for implementing successful capital campaigns.

Presenters:
Halsey North, Chairman, The North Group Inc., New York, NY
Alice North, President, The North Group Inc., New York, NY
Susan Palmer, Principal, The Palmer Westport Group, Santa Fe, NM

Demystifying Memberships: Revealing Secrets to Managing a Successful Membership Program

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:15 AM - 12:00 PM

In today's competitive cinema environment, it's critical that theatre operators understand their patrons and develop opportunities for patrons to connect with the theatre on a deeper level. But how do successful theatres do it? We've surveyed ten highly successful theatre membership managers across North America and discovered the secrets to starting, marketing, and managing an effective membership program that goes beyond just maintaining a database. What are the key ingredients to developing a membership that makes sense to your patrons? Should donor opportunities and memberships be separate or one in the same? What role does having benefits embedded in your membership play when it comes to patrons considering joining your membership? What marketing techniques should your theatre practice to ensure new members are harvested and existing members are staying engaged?

Presenters:
Shane E. Burkett, Director, Strategic Marketing, Agile Ticketing Solutions, Hermitage, TN
Jeremy Phelps, Associate Director / Production Designer, The Historic Cocoa Village Playhouse, Cocoa, FL
Brooke Bernard, Development Director, Belcourt Theatre, Nashville, TN

Federal and State Historic Tax Credits and Other Creative Financing Opportunities (After the 2017 Tax Reform Act) to Help You Pay for Your Theatre Rehab

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

This session will provide education about federal and state historic tax credits ("HTCs"), federal and state new markets tax credits ("NMTCs"), and maybe other economic development incentive opportunities that may exist for theatres to help them finance a rehabilitation, especially after the 2017 Tax Reform Act. The panelists will describe the technical requirements and various structures related to HTCs and NMTCs and discuss current market pricing, transaction costs and reasonably expected net benefits. They will blend in "real life" examples from past and current HTC/ NMTC historic theatre transactions.

Presenters:
Alex Szilvas, Partner, Baker & Hostetler LLP, Cleveland, OH
Christina Novotny, Counsel, Baker & Hostetler LLP, Cleveland, OH
Darlene Smolik, Plymouth Soundings, LLC, Loudon, TN
Randy McKay, Executive Director, Jefferson Live!, (Cascade & Holly Theatres), Medford, OR

Historic Theatre Renovation 101: A Framework for Planning Successful Projects

Early Bird Intensive
Sunday, July 15, 2018
2:00 PM - 5:00 PM

Thinking about acquiring, restoring, and revitalizing a historic theatre? Already have one and need some help? This early-bird, in-depth session – featuring a team of leading experts in theatre planning, design, operation and tax credit financing – presents an overview of a historic theatre renovation project. Designed for historic theatre owners, community leaders, board members, senior staff and others who are considering, beginning or participating in the renovation of a historic theatre, this in-depth session will help you develop a clear understanding of your role in the process. Group who want to renovate a historic theatre are encouraged to attend as a team.

Presenters:
Alec Stoll, ASTC, (moderator), Principal, Stages Consultants, Highland Park, NJ
Michael DiBlasi, Partner, Schuler Shook, Minneapolis, MN
Susan Palmer, Principal, The Palmer Westport Group, Santa Fe, NM
Michael R. Schnoering, FAIA, Partner, Mills + Schnoering Architects, Princeton, NJ
Kelly Updike, Executive Director, Embassy Theatre Foundation, Fort Wayne, IN

How to Manage Your Theatre's Risk

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:45 AM - 12:00 PM

Regardless of what stage your theatre is in, vacant building or fully operational, we will discuss the various risks a theatre faces, and the insurance needed to maintain proper coverage.

Presenters:
Kevin Sullivan, Client Executive, MDP Programs / National Trust Insurance Services, Baltimore, MD

Impact and Equity: Historic Theatres and Two Collective Impact Initiative Models

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:45 AM - 12:00 PM

Historic theatres have the opportunity to play a role in increasing equitable access to the arts and assuring all students benefit from creative learning. Collective Impact is the commitment of a group of participating organizations from different sectors to a common agenda for solving a specific social problem. Learn how the Count Basie Theatre in Red Bank, NJ and the Paramount Theatre in Austin are taking lead roles in their regions to provide creative learning opportunities and working to address inequities in access as a community through Collective Impact Initiatives. This session will provide useful information for a broad range of people, from those interested in joining a collective impact arts education initiative, to education teams from your venue, to participants with more experience implementing collective impact initiatives. Presenters will provide participants with an overview of the value of collective impact, how to implement models of each collective impact initiative, and lessons learned during the formation, design, implementation and sustainability phases. Attendees will learn strategies for building infrastructure and commitment in the community and strategies for implementing at scale, plus receive outcome data on school, teacher and student impact.

Presenters:
Samantha Giustiniani, Director of Education & Outreach, Count Basie Theatre, Red Bank, NJ
Jennifer Luck, Education & Outreach Director, Paramount & State Theatres, Austin, TX
Dr. Brent Hasty, Executive Director, MINDPOP, Austin, TX

Maximizing Movies for Historic Theatres -- Fulfilling Mission, Creating Magic

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 AM - 12:30 PM

Many historic theatres incorporate cinema as part of their programming mix, some still operate exclusively as cinemas. This session will address topics of interest to theatre managers either currently showing movies or contemplating adding them as part of their programming mix. Areas to be discussed will include: film as part of the programming mix – first-run, art, indie, repertory; film as a core cultural program; differentiating your theatre from the Barca-lounger multiplex; themed or event programming; festivals; presentation; food & drink; and marketing of specialty film and event-related programming. In short, what are the tools and strategies we need for specialty film exhibition in the age of IMAX, streaming and multiple platforms? Can we fulfill mission, create magic and be competitive all at the same time? A panel of experts in the field will discuss their approach to film programming and how it serves the mission of the theatre and how they compete in their community. Panelists will represent both nonprofit and for-profit points of view as well as full-time and part-time cinema programming.

Presenters:
Paul Beutel, moderator, former Executive Director of Paramount Theatre, Austin, TX
Russ Collins, Executive Director & CEO, Michigan Theater Foundation, Ann Arbor, MI
Stephen Jannise, Film Programmer, Paramount and State Theatres of Austin, TX
Henri Mazza, Chief Creative Officer, Alamo Drafthouse, Austin, TX
Stephanie Silverman, Executive Director, Belcourt Theatre, Nashville, TN
Barak Epstein, President, Aviation Cinemas / The Texas Theatre, Dallas, TX

Recreating and Replacing Historical Textiles Found in Theatrical Venues

Tools & Techniques: 2nd Segment
Monday, July 16, 2018
2:00 PM - 3:15 PM

The most prominent visual element of any theatre is the main curtain and proscenium decoration. The renovation of older venues often requires the replacement of such textiles that were constructed decades earlier, using materials and techniques no longer available. Tom Sullivan, Director of Special Projects at Rose Brand, will share his expertise and experience solving this vexing restoration challenge: how to replace historical textiles without sacrificing the original design intention. From case studies of relevant projects, Sullivan will illustrate the solutions available to architects, theatre owners and restoration mangers seeking to replace these gorgeous yet rotting drapery and fabric constructions. Special emphasis will be placed on recreating traditional textile designs and decorative elements using materials that meet modern fire codes and rigging requirements.

Presenter:
Tom Sullivan, Director of Special Projects, Rose Brand, Secaucus, NJ

Reducing the Risk: Minimizing Fraud in the Box Office and Online

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

There has been an explosion of fraud in recent years - and not just in large theatres and national tours. Scammers are using stolen credit card information to purchase tickets and resell them online. Many box office managers are unaware of this practice and even fewer are ready for these situations when they occur. This session will provide an overview of current fraud trends and what to do when fraud occurs.

Presenter:
Mandi Grimm, Director of Training, Etix, Morrisville, NC

Rust Belt, Rural and Vibrant - The Rejuvenation of the 135-Year-Old Struthers Library Theatre

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 AM - 12:30 PM

In 2008, the Struthers Library Theatre was bereft of any significant programming and financially dependent on rentals. The theatre was technologically antiquated, physically weary, and inaccessible for special needs patrons. The theatre has since had two successful capital campaigns, thoughtfully revitalized its systems, and expanded the façade while keeping its 135-year historical integrity intact. In 2007 the Struthers started a theatre school. Warren Players, one of the country's oldest performance troupes, joined the Struthers Theatre's umbrella. As mandated, the new executive director raised money for capital improvements, expanded programming, and brought in new revenue. The capital campaign raised just under $1.1 million. Because of methodical brand building, programming grew and audiences expanded from local to regional. With this success, the inadequate seating and accessibility became blatantly apparent. Engaging professional architects and theatrical designers resulted in a new four-story elevator, interior retrofitting, wheelchair lift into the library, roof replacement, new balcony seating, new marquee, sidewalks, and retaining walls. The total cost was $2.75 million, an enormous challenge for a town under 10,000 people. Yet again the community responded and raised the money - proving that even after 135 years the Struthers Library Theatre is still the pride of the community. In this session, we will discuss how the programming inspired physical changes to the structure, covering planning, design, bidding, fundraising, permitting, licensing, utilities, contracts, insurance, communications, and those pitfalls that required us to go back to the drawing board.

Presenters:
Marcy O'Brien, Executive Director, Struthers Library Theatre, Warren, PA
Charles Gray, Artistic Director, Struthers Library Theatre, Warren, PA

Seating and Accessibility Strategies for Your Historic Theatre Renovation

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

This presentation will address the unique challenges of applying the current building code and accessibility regulations to auditorium seating within historic venues. Attendees will gain a better understanding of the assembly code and how it may be applied to their theatre renovation, and strategies for addressing the seating-related regulations within the context of their existing architecture. Very often original chair widths and row spacing are uncomfortable for modern audiences, and the aisle widths and ADA accessibility do not meet current code. The challenge for theatre operators (and their design teams) is to increase comfort and satisfy code while also respecting the historic character of the venue and maintaining as many seats as possible. Presenters will share photos and drawings from several historic renovation projects to show how modern standards can be integrated with the existing architecture and encourage questions and discussion from the attendees regarding their own venues. and

Presenters:
Michael DiBlasi, Partner, Schuler Shook, Minneapolis, MN
Michael Burgoyne, Partner, Schuler Shook, Minneapolis, MN
John Bell, President & CEO, Tampa Theatre, Tampa, FL

The Importance of Coordination and Cooperation Between Development and Marketing

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 AM - 12:30 PM

Coordination: the process where different elements of a complex body communicate openly, so as to enable them to work together more efficiently, and the ability to fuse together different parts of an organization smoothly and effectively. Cooperation: the process where groups of organisms work and act together for common or mutual benefits. Nowhere are these two concepts more important than in the offices of a historic theatre, where so many moving parts and constantly changing tasks, priorities and deadlines are the norm. This session focuses on the value and importance of coordination between fundraising and marketing staff, and how a cooperative, collegial environment will strengthen both functions of your theatre. Everyone in the theatre world would likely agree that every staff member has a seemingly endless to-do list. We all face looming deadlines and competing priorities. This is especially true for fundraising and marketing staff. And in smaller theatres, that may even be the same staff person! This session will show how taking time to coordinate between these two functions can actually save time, enhance productivity and even help management with staff retention. A panel consisting of two seasoned fundraising professionals and two experienced marketing professionals will present their "top ten" list of reasons why cooperation and coordination between development and marketing is critically important to a theatre, along with a discussion of some recent scholarly publications that highlight how cooperation will grow and become a part of the organizational culture if practiced regularly. Next, each panelist will give 3-5 minutes of remarks focusing on their own experiences and success stories. Finally, the session will become a dialogue between the panelists and the audience, as the moderator fields questions from participants. The session is designed to present the subject matter in a light-headed and humorous fashion, and to be a true give and take between the four panelists, and, in turn, between the panel and the audience.

Presenters:
Diana Gordon, CFRE, moderator, President, Orpheum Performing Arts Centre, Wichita, KS
Mallory Rine, Marketing Manager, Orpheum Performing Arts Centre, Wichita, KS
Becky Hancock, Executive Director, Historic Tennessee Theatre Foundation, Knoxville, TN
Lila Honaker, Director of Marketing & Outreach, Historic Tennessee Theatre Foundation, Knoxville, TN

The Melba Theater Hosts 'A Very Melba Christmas' with Tremendous Success

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

The Melba Theater is located in Batesville, AR, which has a population of 10,200. In December 2017, we brought 20,000 people into our 400-seat theatre to see free classic Christmas movies. People are looking for a movie experience to remember. We figured out that, when you create a sense of community, people come back for more. When people clap at the end of the movie, you know you've done something right. People are also looking for something different. We added snow machines to the exterior of the Melba. People were in awe as they exited the theatre to find snow falling around the neon marquee. We also have Christmas sing-alongs before each movie. During this session, we'll show a five-minute video that outlines the success of the series and share how it was planned, how we fundraised, how social media played a key role (and what platforms were used), and how involving the community made it a series that was on the front page of every local newspaper. Through a mix of handouts and visual presentations, the audience will not only leave inspired to host a free Christmas movie series, they will also see the financial benefit, including how it plays in their favor at the concession stand.

Presenters:
Mandi Curtwright, Co-Owner, Melba Theater, Batesville, AR
Adam Curtwright, Co-Owner, Melba Theater, Batesville, AR
Joe Shell, Co-Owner, Melba Theater, Batesville, AR
Janelle Shell, Co-Owner, Melba Theater, Batesville, AR

Thinking Outside of 'The Box:' Engaging with the Community Beyond the Walls of your Venue

Tools & Techniques: 3rd Segment
Tuesday, July 17, 2018
9:00 AM - 10:15 AM and 10:45 AM - 12:00 PM

For today's performing arts and entertainment facilities, being (and remaining) a vital part of the community often means providing a broad range of arts, cultural, entertainment, and civic opportunities and services that extend beyond the walls of the venue itself. For historic theatre organizations, primarily associated with their physical building, this may not always be top of mind; however, changing customer behavior, increased competition, and changing community stakeholder expectations make it important to think about taking on a more engaged leadership role in the community in order to remain successful. Panelists will share recent unique programs they have offered in their communities and, through facilitated discussion, attendees will be able to share ideas, challenges, and success stories. Participants will take away strategies for engaging in programming, outreach, partnerships, and community leadership beyond the building to help their organizations play an even more relevant and active role in the community, to better compete in the market for patrons and philanthropic dollars, and to better provide public value.

Presenters:
Danielle Boyke, Facilitator, Senior Project Manager, AMS Planning & Research, Southport, CT
Molly Fortune, Executive Director, Newberry Opera House, Newberry, SC
Dan Sheehan, Operations Director, Proctors, Schenectady, NY
Roy Blackwood, Executive Director, Southeastern Louisiana University / Columbia Theatre, Hammond, LA

Transforming Patrons to Evangelists: A Case Study & Hands-on Customer Journey Mapping Workshop

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 PM - 12:30 PM

Historic theatres are dependent upon the continual engagement of core constituents as a baseline for managing year-over-year success. Strategically increasing the customer base is massively important to the ongoing growth of any theatre operation. Yet, executive marketing and development professionals are not always clear on who that core audience is and rely on macro-based digital and analog communication initiatives that are not fully reaching future audiences and, therefore, limiting growth opportunity and future financial impact. Enter the Customer Journey Mapping program, an initiative that deploys a focused and targeted high-touch, interactive strategy to manage a patron's movement to a higher level of engagement. Initiating a Customer Journey Mapping strategy will open a better understanding of a theatre's target audience and provide an opportunity to create highly focused communication and touch initiatives that deliver proven business results that are known to decrease churn, and increase customer satisfaction, retention, and overall revenue by as much as 77%. This session will introduce a real-time customer journey case study from the Historic Music Hall in Portsmouth, NH, followed by a hands-on workshop to illuminate the customer journey mapping program for all participants, opening the door to a marketing and communication strategy that fundamentally shifts the approach on managing patron relationships. The session will introduce tools and techniques to assist theatres in transforming core patron relationships into long-term invested evangelists for historic theatre operations across the country.

Presenters:
Robert Friend, Vice President of Business Development & Consulting, PatronManager, New York, NY
Tina Sawtelle, Chief Financial Officer, The Music Hall, Portsmouth, NH
Kevin Patterson, Senior Account Executive, PatronManager, Carmel, IN
Eugene Carr, President & Founder, Patron Technology, New York, NY

Two-for-One "Two-for-One" Marketing Session

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

Each of these two sessions will only be 30 mins long; the second session will begin immediately after the first with no break; there will be a joint Q&A period at the end.

1st Half: Maximizing your Customer Journey: Before, During and After While each customer's journey may not directly mirror another's, there are consistent components to how your customers first discover you, then interact, and continue their relationship with your organization. This session will be a workshop focused on what you can do to optimize your customer touchpoints. During the session, we'll map out points of interaction that your customers most often have with your brand. At the end, you'll be armed with a document that you can use to impact these touchpoints and maximize your message at each one in order to increase ticket sales, loyalty and donations.

Presenter:
Kenneth Foster, Account Executive, Spektrix, New York, NY

2nd Half: Who's Sitting in Your Seats? Leveraging Data in Historic Theatres Most theatres only know one-third of the audience members sitting in their seats. The other two-thirds -- or the non-ticket buyers -- remain a mystery. New in-venue engagement technologies are changing the house map by de-anonymizing audience members and providing a full, 360-degree view of who sits in your seats on any given night. By linking ticket transaction data with on-site patron data – acquired via wifi, social check-ins, pixels and native apps – your venue can employ applications in audience mining, local cross-promotion, and ancillary data monetization that lead to richer patron data, deeper relationships, and more effective marketing opportunities. Attendees will learn how: knowing more than a patron's zip code – demographic breakdowns combined with social preference and interest data -- is essential for audience mining and lucrative data-based revenue streams; how to think outside the seat, how concessions, parking, Instagram pics -- every piece of information -- helps you learn more about your audience and their preferences; how sharing is caring and it pays the bills – your clients and fellow luxury brands want and need robust data and behavioral information; become your industry's supplier.

Presenter:
Sarah Hutton, Director of Sales, Choice Entertainment Technologies, Boulder, CO

Using Data-Driven Decision Making for Improved Customer Experience

Tools & Techniques: 2nd Segment
Monday, July 16, 2018
2:00 PM - 3:15 PM

When developing a strategy to improve the customer experience, managers often only have their own perceptions and anecdotal information to guide them. But what happens when you have real data to guide decision making affecting the customer experience? There is clarity in customer perception, expectation, and priority, and these insights are a paradigm for influencing real change in the customer experience. The customer experience plays a critical role in the overall success of a theatre - from ticket sales, to social media chatter, to donations. This presentation will demonstrate how using data can help to form strategies that are effective and prioritized for a maximum use of resources. The information will be presented through a case study presentation of the Tennessee Theatre's use of patron surveys for data collection and the ways in which we have utilized this information to address issues or form strategies to improve our customer experience. The expected outcomes of this session are: an understanding of how to mine data for customer experience issues, an understanding of how prioritizing feedback can maximize resources, an understanding of how customer experience affects overall success of the theatre, and why paying attention is important.

Presenter:
Lila Honaker, Director of Marketing & Outreach, Historic Tennessee Theatre, Knoxville, TN

Will Work for Boos: Monetizing & Marketing Your Theatre Ghosts

Tools & Techniques: 2nd Segment
Monday, July 16, 2018
2:00 PM - 3:15 PM

In 2017, Americans spent a record $9.1 billion (with a B) on Halloween. Market share for horror movies more than doubled. Season 2 of Stranger Things drew 15 million viewers in three days, and a slew of new paranormal shows – from Haunted Towns to Kindred Spirits – debuted on cable. But the tradition of telling stories of the spirit world dates back nearly as far as the spoken word itself, and those stories almost inevitably highlight the history of the place from which they originate. As historic theatre operators, we are masters at the art of balancing engaging, relevant entertainment within the context of institution and antiquity. And nothing equals trending + tradition quite like a ghost tour! In this session, attendees will learn how Tampa Theatre earned its reputation as "one of the most haunted buildings in Tampa". Learn from their "Ghost Host" how the 1926 movie palace partnered with local paranormal investigators to package its ghost stories into sellout tours, late night paranormal experiences, and plenty of press. No ghosts? No problem! EVERY historic venue has stories, and sometimes all it takes is some smoke and mirrors to bring them to life. Learn from one of the haunted attraction industry's top creative minds how you can use theatrical elements to create an experience that draws from the building's history to fictionalize a spooktacular backstory. Learn how to collect and corroborate your theatre's spirited stories, who the best storyteller will be your organization, and why partnering with the right experts will make your (after)life so much easier.

Presenters:
Jill Witecki, Director of Marketing & Community Relations, Tampa Theatre, Tampa, FL
Scott Swenson, Founder, Scott Swenson Creative Development, LLC, Tampa, FL

Women Who Wow – How to Create, Encourage or Be a Leader Who Sees Beyond Gender

Tools & Techniques: 4th Segment
Tuesday, July 17, 2018
2:00 PM - 3:15 PM

With ten thousand cracks in the glass ceiling and increasing opportunities for women in our industry to lead, the battlefield is sometimes less from the outside and more inside of our minds and mindsets. With more opportunities and the ease of access for some, what is holding women back? Drawing on a 20-plus year career in the ticketing business, Lynne King Smith invites LHAT attendees to join her for a frank, open, and honest conversation about what both women AND men can do to work together to encourage and tap into leadership opportunities; discuss the roadblocks that still exist for women; and deal responsibly with sexism and other gender bias issues that continue to arise. Attendees will leave with these takeaways: how to examine the unique challenges and opportunities women in our industry and beyond face; how to look at what still holds women back from leadership roles– fear, work/life balance and insecurity -- and how both men and women can combat them in a positive way; and how to deal with sexism and gender bias in a professional setting.

Presenter:
Lynne King Smith, CEO, TicketForce, Mesa, AZ

Worst Case Scenario

Early Bird Intensive
Sunday, July 15, 2018
2:00 PM - 5:00 PM

Maybe it's a slip and fall or maybe it's a major weather event like a hurricane. Is your theatre prepared? What do you do now to prevent an accident or minimize the impact of a disaster? What do you do when it is actually occurring to ensure your patrons, artists, staff and volunteers are safe? And when it's time to recover, is that the time to ask if you are appropriately insured? It's the worst part of our jobs but preparing for the worst case scenario is probably the most important part or operating your historic theatre. What you do now could save not only your building, but it could save lives too.

Presenters:
Tom Clareson, Project Director, Performing Arts Readiness / Lyrasis, Atlanta, GA
Raymond Inkel, Production Manager, Alley Theatre, Houston, TX
Kevin Sullivan, Client Executive, MDP Programs / National Trust Insurance Services, Baltimore, MD

Yes You CAN: An Access Model in the Garden State

Tools & Techniques: 1st Segment
Monday, July 16, 2018
9:30 AM - 10:45 AM and 11:15 AM - 12:30 PM

Historic theatres present hazards: doors are too narrow, stairs too plentiful, slopes too steep, seating, stage or dressing rooms inaccessible, no listening devices, and problems with restroom navigation. Many of these flaws began to be corrected with the adoption of the Americans with Disabilities Act of 1990. Working with historic theatres today, one typically finds early solutions were added on, but not seamlessly integrated into the overall design. In 1992, the New Jersey Theatre Alliance (NJTA) established a partnership with the New Jersey State Council on the Arts (NJSCA) to design and implement a project called the Cultural Access Network, or CAN, that educates and supports the cultural community in their access work. CAN has been cited as a model program by the National Endowment for the Arts (NEA) and was awarded the Access Leadership Award from the NEA and Coca-Cola in 2004. This session will present the unique partnership between the NJTA and the NJSCA, reviewing how the partnership was developed, how professional expertise is utilized, and how the technological changes since its founding have helped to shift the program's focus. Highlights will include the role of an access advisory committee, the importance of a self-assessment survey, the design and implementation of a long-range ADA plan, innovative programs and marketing strategies, and steps you can take to enhance facility access to your historic theatre for seniors and people with disabilities, including Autism.

Presenters:
Michael R. Schnoering, FAIA, Partner, Mills + Schnoering Architects, Princeton, NJ
John McEwen, Executive Director, New Jersey Theatre Alliance, West Orange, NJ

Zero to Two Million in 15 years: You Can Survive a Capital Campaign

Tools & Techniques: 2nd Segment
Monday, July 16, 2018
2:00 PM - 3:15 PM

We previously presented "Zero to a Million" during the LHAT conference in New York. The Palace Theatre in Georgetown, TX has currently grown to a budget of over $2 million and we are in the final stages of a capital campaign to build a $4 million-dollar education center in Georgetown. This presentation will address the development of community financial support of a local historic theatre, including: how to develop community support through a solid stewardship program and production excellence; when and how to determine if your organization is ready for a capital campaign; and how to handle the loss of operational donations as they are given to the capital campaign instead. Attendees will leave with a better understanding of the relevant issues historic theatres face while growing a base of patron support; how to set realistic goals to bring positive cash flow to your theatre; the various indicators that inform a theatre's management staff and board what is necessary to support a successful capital campaign; fiduciary pitfalls organization might encounter; and how to measure for success.

Presenters:
Mary Ellen Butler, Artistic Director, Georgetown Palace Theatre, Georgetown, TX
Arturo Rodriguez, Board President, Georgetown Palace Theatre, Georgetown, TX