Director of MarketingLouisville Orchestra • Full-Timehttps://www.louisvilleorchestra.org/Louisville, KY
The Marketing Director of the Louisville Orchestra is contracted through the Orchestra to also provide services to KENTUCKY OPERA
Founded in 1937 by conductor Robert Whitney and civic leaders, the Louisville Orchestra has long been recognized as the cornerstone of the Louisville arts community. The ensemble offers a wide variety of concert series to the community, including classical programs featuring world-renowned guest artists, lighter classical and pops performances, and education and family offerings. The Orchestra is also the resident performing group for the Louisville Ballet and Kentucky Opera. The Louisville Orchestra performs concerts and provides educational programming throughout both Kentucky and Southern Indiana. The Louisville Orchestra’s FY14 operating budget is $5.4 million, with $1.5 million coming from program services (ticketing and other fees).
Ten years after its origin, the Orchestra launched First Edition Recordings, becoming the first American orchestra to own a recording label. In 1953, the Orchestra received a Rockefeller grant of $500,000 to commission, record and premiere 20th century music by living composers, placing the Louisville Orchestra on the international circuit and securing an invitation to perform at Carnegie Hall.
In 2001, the Louisville Orchestra received the Leonard Bernstein Award for Excellence in Educational Programming, presented annually by ASCAP and the American Symphony Orchestra League (now known as the League of American Orchestras) to one orchestra in North America. Continuing its commitment to the music of our time, the Louisville Orchestra has earned nineteen ASCAP awards for Adventurous Programming of Contemporary Music. A full-length feature documentary film entitled, Music Makes a City
, was released in 2010 documenting this extraordinary achievement. Details about the film can be found at www.MusicMakesACity.com
Currently the Louisville Orchestra performs over fifty performances of Classics, Coffee, Pops, orKIDStra, L.O. WOW, Holiday concerts as well as the new Neighborhood Series in two main venues: the Kentucky Center’s 2,377 seat Robert S. Whitney Hall (named after the Louisville Orchestra founder Robert Whitney) and the 1,335 seat W.L. Lyons Brown Theatre. The newly created Neighborhood Series will bring music to non-traditional venues across the metro and Southern Indiana. The Louisville Orchestra also maintains one of the longest-running and inclusive educational programs in the state with the Making Music Program, which brings every fourth and fifth grade Jefferson County student to an orchestra concert.
In October 2013, the Louisville Orchestra appointed Teddy Abrams as Music Director Designate. Abrams’ three-year contract begins September 2014 when he will become the Louisville Orchestra’s eighth and youngest (26) Music Director, at which point Jorge Mester will become Music Director Emeritus. Recently appointed Music Director and Conductor of the Britt Classical Festival, Abrams is also assistant conductor of the Detroit Symphony and has served as Resident Conductor of the MAV Symphony Orchestra in Budapest since the 2011/12 season. Andrew Kipe is the Louisville Orchestra’s Executive Director.
The Marketing Director of the Louisville Orchestra is contracted through the Orchestra to also provide services to Kentucky Opera
, a respected regional company with an annual FY14 operating budget of just under $2 million with $425,000 million coming from program fees (ticketing and other fees). It produces four operas per season: three main stage operas at the W. L. Lyons Brown Theatre and one chamber opera in a smaller venue. With the addition of the Studio Artist Program
, the Composer Workshop
and other growing outreach programs, Kentucky Opera utilizes alternative venues throughout the community and region to produce innovative outreach and education programs, including elementary and high schools, colleges and universities, libraries, museums, churches, and concert halls. David Roth is the Opera’s General Director.
Louisville is the largest city in the Commonwealth of Kentucky and the 27th
-most populous city in the United States. Situated on the Ohio River, Louisville is best known as the location of the Kentucky Derby, the first of the three annual races that make up the Triple Crown of Thoroughbred Racing. It is the home of the University of Louisville and three of Kentucky's six Fortune 500 companies. The region is in the midst of North America's largest metropolitan parks project, which will add 4,000 acres of new parkland and a 100-mile hike and bike trail around the city.
Louisville is consistently recognized as one of the nation’s most desirable cities in which to live. In 2014 alone, Louisville was selected as one of America's “Breakout Cities” by CNNMoney
, a Top 200 “City With Economic Momentum” by NewGeography.com, and the eighth “Most Affordable City in the U.S.” by Forbes
. Additionally, Jefferson County Public Schools is one of the country’s largest and more-honored school districts. Since the 1980s, many of the city's urban neighborhoods have been revitalized into areas popular with young professionals and college students. Over 2,000 condos and apartments are under construction in the city's urban center - with more planned, and an additional $2 billion in construction projects are underway in downtown alone, including a new waterfront arena.
Recently, Louisville has emerged as a major center for the health care and medical sciences industries. Louisville's thriving downtown medical research campus includes a new $88 million rehabilitation center, and a health sciences research and commercialization park that, in partnership with the University of Louisville, has lured nearly 70 top scientists and researchers.
Louisville is a major cultural center with many museums including the Speed Art Museum, Louisville Slugger Museum, Louisville Science Center, and Muhammad Ali Center, as well as several performing arts organizations, including Actors Theatre of Louisville, a renowned regional theatre, and The Kentucky Center which hosts performances by the Louisville Ballet, Louisville Orchestra, Stage One Family Theatre, and Kentucky Opera. (Sources: excerpted from www.louisvilleky.gov
; Greater Louisville, Inc.
, and Wikipedia)
Reporting to the Executive Director of the Louisville Orchestra, the Director of Marketing is responsible for all activities related to conceptualizing and implementing market strategy and achieving marketing goals for both the Louisville Orchestra and Kentucky Opera. He/she will work closely with the Louisville Orchestra’s senior staff and board leaders on marketing related activities that have a strong connection to the institutional mission of the Orchestra. Specific responsibilities include: business and market development; market research and planning; strategic direction for promotion and advertising; oversight of all ticket sales efforts; hiring and directing the day-to-day activities of a three-person marketing staff; and developing and implementing marketing and communications strategies with the goal of increasing ticket sales and attendance for all Orchestra events. The position will also oversee, plan and direct the day-to-day operations of the marketing staff including design, advertising, and media relations duties and will work with the Director of Patron Services to establish and meet goals for telemarketing, group sales, and box office relations. In conjunction with other senior staff members of the team, assist in the planning of the concert season and the development of program offerings and concert presentations.
The Director of Marketing will also work with the General Director of Kentucky Opera and the same three person marketing staff to market Kentucky Opera’s four opera season. The Director of Marketing is responsible for administration of all budgeting, operations, and personnel involved in the marketing and brand development of Kentucky Opera and the relevant public programs, including but not limited to season subscription and single ticket sales for performances, promotion of special events, and enrichment programs. The Director of Marketing plans marketing/branding strategies and oversees implementation of the strategies, as well as the design and copy for marketing materials, promotions, and ad sales, and the design of Kentucky Opera publications. The Director of Marketing also represents the marketing team at weekly Kentucky Opera staff meetings and monthly board meetings, as well as meetings of the Marketing Committee of the Board of Directors.
TRAITS AND CHARACTERISTICS
- Develop and maintain long-range marketing plans that support the Institutional Vision for the Louisville Orchestra and Kentucky Opera.
- Collaborate with Marketing Committees of the Orchestra and Opera Boards to integrate their support of tactical and strategic marketing initiatives into the planning process and marketing activities.
- Design, implement, and manage a comprehensive marketing program to meet institutional needs for earned revenue and attendance targets for subscription and single ticket campaigns utilizing direct mail, telemarketing, advertising, social media, e-commerce, and other forms of promotion.
- Assure that the marketing and promotional planning of the Orchestra’s and Opera’s performances and the development of collateral materials used in related efforts are properly completed within suitable timeframes.
- Generate copy and disseminate information for single ticket and subscription campaigns and advertising as well as patron communications (cancellations, announcements) as needed.
- Prepare and maintain operating budgets for marketing and communications activities. Partner with the CFO on budget assumptions, documentation and analysis.
- Establish departmental revenue and expense budgets in support of Institutional Vision objectives. Suggest and implement corrective measures, as necessary.
- Develop appropriate reports in collaboration with other staff members.
- Negotiate contracts as needed with outside vendors for the provision of direct mail, telemarketing, advertising, website maintenance, marketing research, design, and printing services; ensure competitive pricing and the quality of their work.
- Develop and maintain approved job descriptions for all personnel under supervision.
- Complete performance evaluations, encouraging and guiding employees to maintain high performance levels and positive work ethic.
- Partner with the Executive Director and other members of the Louisville Orchestra team and the General Director and other members of the Kentucky Opera team to develop concert series, performances, and events that will build the earned revenue base of both organizations and create a dynamic public image for both the Orchestra and the Opera.
- Attend concerts of the Orchestra to act as liaison to the media and the public; oversee distribution of tickets to press and VIPs; participate in artist hospitality as requested.
- Keep abreast of recent research on marketing techniques; maintain a collection of current resource materials.
- Perform other duties as assigned by the Executive Director of the Orchestra.
The Director of Marketing must be an exceptional leader and communicator who has the ability to simultaneously manage the marketing efforts of two major arts organizations with precision and tact. He/she must demonstrate creativity, intellectual curiosity, and optimism, and inspire fellow team members to achieve common goals and exceed expectations. He/she should possesses strong analytical, writing, planning, forecasting, and budgeting skills with the ability to be flexible and to manage multiple, complex priorities within demanding timeframes. Possessing a keen attention to detail, the candidate should be highly motivated and have a well-rounded set of capabilities that sets him/her apart from others with an ability to quickly set, pursue, and reach goals with a positive, energetic, and entrepreneurial attitude. A diplomatic leader, the Director of Marketing is a good mentor to staff and a good collaborator with management and board of the two arts organizations sharing his/her services.
Additionally, the Director of Marketing will possess the following competencies:
- Continuous Learning: Takes the initiative in learning and implementing new concepts, technologies and/or methods
- Personal Accountability: Embraces his/her own capacity to be answerable for personal actions and professional decisions
- Conceptual Thinking: Demonstrates the ability to forecast long-range outcomes and develop suitable business strategies; identifies, evaluates, and communicates potential impacts of hypothetical situations.
Qualified applicants will have a University degree or college diploma in business, marketing, or a related field with an advanced degree strongly preferred. A minimum of five years as a marketing professional, ideally in a major orchestra or similar arts organization is required. Strong knowledge of campaign management, development of marketing materials and budgets, pricing and revenue projections, strong written and verbal communication skills, and the ability to maintain a positive work atmosphere by successfully communicating with all invested constituencies are mandatory for success. A strong familiarity with and passion for classical repertoire and artists, as well as experience with Microsoft Office Suite is needed, and knowledge of Tessitura preferred.
COMPENSATION & BENEFITS
Compensation is competitive and commensurate with experience. Employment benefits include: full health insurance and paid vacation, complimentary parking, as well as voluntary vision, dental and 403(b) plans.
APPLICATIONS AND INQUIRIES
Send letter and resume, electronic submission preferred, outlining demonstrable accomplishments to:
The Louisville Orchestra is an Equal Opportunity Employer
Lee Kappelman, Senior Consultant
Arts Consulting Group
1718 M Street, NW, Suite 283 Washington, D.C. 20036
Tel: (888) 234-4236 ext. 11
Fax: (888) 284-6651