Opera Conference 2014: Audiences Reimagined

Dead or Alive? The State of Subscriptions in the 21st Century
Reliance on subscriptions is an old-fashioned model according to some current thinking, but a few opera companies are increasing subscription numbers through strategic use of imaginative segmented campaigns and a complete understanding of Internet sales techniques. Are these techniques replicable at your opera company, or should you focus your energy on single ticket strategies instead? During this session, hear from both sides of the argument and decide for yourself! STEVE KELLEY, director of marketing, Houston Grand Opera; MARCIA LAZER, Director of Marketing, San Francisco Opera; DORY VANDERHOOF, senior partner, Genovese Vanderhoof & Associates; LANI WILLIS, senior marketing and communications director, Minnesota Opera.


Speaker Information
STEVE KELLEY, director of marketing, Houston Grand Opera
Steve Kelley began marketing opera in 1999 and has been the marketing director of Kentucky Opera in Louisville and Opera Theatre of Saint Louis. He currently holds the same position at Houston Grand Opera. He has worked extensively in consumer marketing and advertising, having managed accounts like Alka-Seltzer, Bayer Aspirin, Promise Margarine and Sony Audio for McCann-Erickson in New York, Frankfurt, Düsseldorf and Paris. He is also a veteran of the AT&T account and Jell-O brands for Young and Rubicam and the Prudential Insurance Corporation at Lowe & Partners, all in New York.

DORY VANDERHOOF, senior partner, Genovese Vanderhoof & Associates
A Senior Partner for Genovese, Vanderhoof & Associates since 1989, Dory Vanderhoof has assisted more than 200 arts, culture and heritage institutions throughout North America. As a management consultant to San Francisco Opera, working for General Director Lotfi Mansouri from 1988 to 2001, Dory Vanderhoof, in partnership with Margaret Genovese, introduced a multi-year strategic and operational planning process that facilitated the organization's growth from a $24 million to a $58 million operation.Dory Vanderhoof served as Director of Development for the Canadian Opera Company (1978-1989) where he was instrumental in the growth of the company from $2.4 to $15 million. During that period, the COC's Development Department was considered the model for the Canadian Cultural Sector, introducing new techniques and programs to Canada, which lead to the development of the largest corporate sponsorship program, individual patron and major gifts programs in the country. Dory is proud to be part of the senior management team that introduced "Surtitles" to opera, a process that is currently embraced by every major opera company throughout the world and is credited for opera's ever expanding audience reach. After receiving his BA in Music from Bucknell University and his MBA from the special arts management institute of the State University of New York, Dory worked as a Music Program Analyst Intern for the New York State Council on the Arts.
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