Value of Arts Presenting workshop

Wednesday, February 26, 2014 – 9:30am to 4:00pm
Goodwill Industires, Third Floor
255 Horton Street, London, ON N6B 1L1

To register:

Contact:Deanne Kondrat, Communications Coordinator,, 519-661-2500 x 8484

Inga Petri has been travelling Canada sharing lessons from her study Value of Presenting: A Study of Arts Presentation in Canada commissioned through the Canadian Arts Presenting Association (CAPACOA).

Considering Attending?
If you are in the presenting arts (music, film and/or theatre) and looking for new marketing insights and to build audiences, this day is for you!

MORNING SESSION – Free of Charge

9:30am to 11:30am:
The Value of Presenting
The Value of Presenting is a powerful narrative focused on evolving vibrant communities fueled by the performing arts and its community-engaged partnerships.

In this context, Inga shares what it means when 3 in 4 Canadians report attending, even though presenters continue to be preoccupied with audience development. She will dispel the myth of younger Canadians not being as engaged with live performance and discuss the surprising role media-based consumption of the performing arts plays in Canadians’ lives. And she will offer a new way to look at audiences more broadly in terms of a) markets that generate revenue and b) communities that presenters wish to serve and engage with beyond paid attendance.

In so doing, she will address business model issues related to audiences, public engagement and sustainable organizations.

AFTERNOON SESSION (Interactive Workshop and Networking Lunch) $20.00

12:00pm to 4:00pm:
How to lead the audience to new artistic experiences
What it takes to build audiences for new artists/types of shows in a community. Focus on brand/reputation building and exploring effective, contemporary marketing practices. The workshop will explore the crucial difference between features of a product and achieving a visceral, emotional response to marketing campaigns that build reputation over time through examples. This workshop also connects to earned revenue models, community development and fund development. Inga explores artistic vision and marketing – and what the role of artistic vision is versus the role of marketing and how they can work really well together.

Fundamental forces – profound demographic change, powerful mobile technologies, increasing market fragmentation, continuing economic uncertainty – are challenging the assumptions underlying the performing arts ecosystem.

Drawing on participants’ experiences, Inga will facilitate an interactive discussion of implications for:

§  audience development

§  understanding your community

§  community engagement

**If you would like to attend the whole day please register for both the morning and afternoon sessions.


Inga Petri has designed and implemented strategies throughout the private, not-for-profit and public sectors. Applying a creative, collaborative approach, she consistently rallies teams around common objectives and inspires action, leveraging her experience on both the client and agency sides of marketing practice.

With experience in diverse sectors – from the performing arts, museums and arts services organizations to international trade promotion organizations, national membership associations and technology companies – clients benefit from an uncommon breadth of experience and expertise.

Inga helps organizations reach their customers where they live—connecting online, by traditional media or in person. She provides strategic counsel based on solid research; she develops brand, web, communications and marketing strategies; and she is committed to achieving results.

London Host Team: Palace TheatreThe London Fringe Festival Theatre and The Grand Theatre.

Thank you to our funders: CAPACOA (Canadian Arts Presenting Association,) CCI-Ontario Presenting Network and The City of London.