Opera Conference 2014: Audiences Reimagined

All in the Family: Audience Retention Strategies
Organizations expend considerable effort to discover new audiences, pique their interest and persuade them to buy their first opera tickets, but then what? Hear from organizations that excel at the care and feeding of these new audiences and learn techniques for making their interest in your company stick. LINDSEY THORESON HANSEN, director of marketing, The Saint Paul Chamber Orchestra; LISA MIDDLETON, director of marketing, Lyric Opera of Chicago (moderator); KYLE SIRCUS, marketing manager, Berkeley Repertory Theatre.

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Speaker Information
LINDSEY THORESON HANSEN, director of marketing, The Saint Paul Chamber Orchestra
Lindsey Thoreson Hansen is the director of marketing for The Saint Paul Chamber Orchestra and oversees all marketing, audience development, public relations, communications, ticketing and audience services efforts for the SPCO. She is also a member of a cross-departmental team at the SPCO focused on deepening patron engagement. In addition to her work for the SPCO, Hansen serves as a member of the board of directors for Gremlin Theatre in Saint Paul and volunteers as the development coordinator for Pet Project Rescue, a nonprofit animal rescue in Minneapolis.

LISA MIDDLETON, director of marketing, Lyric Opera of Chicago (moderator)
Lisa Middleton, director of marketing at Lyric Opera of Chicago, is a non-profit marketing executive with more than 20 years of experience in all aspects of marketing and development. She manages pricing, revenue management, direct marketing, advertising, communications and PR, social and digital media for Lyric. Middleton loves data analytics and statistics, and uses information gleaned from analysis to guide the development of strategic directions for database segmentation, pricing analysis and model building all with an eye to maximize revenue and increase patron engagement. Middleton holds a BSc from York University in Toronto, Canada.

KYLE SIRCUS, marketing manager, Berkeley Repertory Theatre
As Berkeley Repertory Theatre's marketing manager, Kyle Sircus serves directly alongside the marketing and communications director to supervise all marketing, PR, promotional and customer service activities for the Theatre. In this capacity, he further develops the company's strategies around engagement both on-site and online, enhances media and community partnerships, analyzes audience insight and manages the company's subscription campaign, which this year set a record for highest number of subscriber households in the Theatre's history. During his tenure, he has supported shows as they travel nationally and internationally, from Hong Kong to Broadway. When not at the Theatre, he can be found singing with the San Francisco Symphony Chorus or exploring the Bay Area by foot and by fork.
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