Location: Broadway Ballroom J-K, Level Two
One of the most exciting new developments in recent years has been the emergence of independently branded program offerings such as Sensorium (San Francisco Ballet), Pulse (New World Symphony), SoundBox (San Francisco Symphony), Liquid Music (St. Paul Chamber Orchestra), Sleepless (The Music Center), and many more. A marriage of sophisticated branding and innovative programming, branded series and formats are renewable assets that can be exploited artistically and financially over time.
Increasingly, younger and more diverse audiences opt into branded experiences without knowing program details, sidestepping many of the familiar barriers to attendance. We will take stock of current efforts to attract new audience segments through branded formats and series that promise—and deliver—a distinctly different experience. And participants will gain an understanding of the powerful link between branding, programming, and engagement while learning considerations for planning and investing in this type of programming.
Speakers: Alan Brown, principal, WolfBrown