ArtsMarketing.org

Day and Time: Saturday, October 31, 4:00 p.m.–5:30 p.m.
Track: Integrated

How do we encourage members to play a greater role as contributors in both good and challenging economic times? What is the perception of a small but world-class institution in a large, active marketplace? To what extent will a renovation of a museum attract new visitors and increase the frequency of attendance? The answer, of course, is research. This session shares real fieldwork compiled by participating panelists to illustrate how different modes of research informed their membership and marketing strategies in the new economy.

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Moderator

George Wachtel
Audience Research & Analysis
New York City

George Wachtel is President of Audience Research & Analysis (ARA), a market research firm specializing in cultural tourism. Prior to forming ARA in 1996, George was Director of Research of The League of American Theatres. Building on that experience, ARA now serves Manhattan Theatre Club, Signature Theatre, Brooklyn Academy of Music, Guggenheim Museum, Whitney Museum, Kimbell Art Museum, Newark Museum, and many other performing and visual arts organizations. ARA conducted the studies of The Gates in Central Park and Olafur Eliasson’s Waterfalls for New York City. George studied at Syracuse University, Columbia University, and Cornell University.

Presenters

Eleanor Goldhar
Guggenheim Foundation
New York City

Eleanor Goldhar is Deputy Director, External Affairs at the Guggenheim Foundation, where she oversees branding communications for Guggenheim museums worldwide and in New York she directs the marketing, public relations, and web teams. Previously, she served as Executive Officer, External Affairs at the 92nd Street Y, Vice President of Publicity & Corporate Relations at Livent Inc., Director of Communications & Research at the Ontario Arts Council, and was head of Programs & Public Relations at the Royal Ontario Museum.

Sonya Cisneros
Kimbell Art Museum
Fort Worth, TX

Sonya Cisneros is the Public Relations and Marketing Assistant at the Kimbell Art Museum, where she oversees social networking communication and coordinates the promotion of Museum events and education programs. She is also a freelance writer who contributes regularly to the Fort Worth Star-Telegram and has written for a number of publications, including the Fort Worth Business Press, Fort Worth, Texas: Magazine, and DFW.com. She earned a Bachelors degree in news-editorial journalism and communication studies from Texas Christian University.