THE ART AND SCIENCE OF FORECASTING: FACT OR FORTUNE TELLING


Monday, November 14, 1:45 pm - 3:15 pm

In a volatile market, how can arts organizations make critical forecasting decisions that are based on fact rather than intuition? When it comes to budgeting, program planning, marketing, and revenue management, a scientific approach can be used to forecast sales, but for arts organizations, the qualitative judgments based on experience often tip the balance. How do you apply scientific standards to a gut feeling? Our presenters discuss the variables that you should be using when forecasting. Learn how you can combine qualitative judgements with business intelligence to create a practical approach to fortune telling.

Speakers
Tim Baker
Director
Baker Richards Consulting

Tim Baker is director of U.K.-based arts management consultancy Baker Richards, and vice president of its U.S. sister company, The Pricing Institute. He has been developing his work in pricing and marketing research and strategy for more than two decades, and his companies have worked with more than 250 major arts organizations worldwide. Tim was chair of the UK Arts Marketing Association and has been invited to speak on pricing and marketing in the U.K., United States, Australia, New Zealand, and across continental Europe. Prior to his consultancy career, Tim spent seven years as marketing director of the Scottish Chamber Orchestra, before which he was head of marketing at the London Symphony Orchestra. He is the author of the classical music marketing book, Stop Reinventing the Wheel, published by the Association of British Orchestras. 

 

Patricia Fosness
Planning & Analysis Manager
Denver Museum of Nature & Science
Denver, Colorado

Patricia Fosness has held the position of planning and analysis manager at the Denver Museum of Nature & Science for nine years. With a B.F.A. from the Minneapolis College of Art and Design and an M.B.A. from the University of Denver, she brings a combined view of the arts and analytical skills to forecasting. She has developed a variety of unique analysis tools that incorporate both intuition and mathematics for companies in the technology, service, and nonprofit sectors over the past 30 years.

Steve Jacobson
President & CEO
Jacobson Consulting Applications
New York, New York

Steve Jacobson is president & CEO of Jacobson Consulting Applications, Inc., a firm he founded in 1988 to provide technology consulting to nonprofit organizations. He has provided system selection, integration and best practices consulting for such clients as The Metropolitan Museum of Art, Wildlife Conservation Society, and the National Constitution Center. Prior to founding JCA, Steve worked in the field of economic consulting. He holds a B.A. from Stanford University.

Lisa Middleton
Director of Marketing & Audience Development
Stratford Shakespeare Festival

Lisa Middleton began her fundraising career at the Canadian Parks & Wilderness Society, followed by Canadian Diabetes and the Kidney Foundation. She then worked for the Sunnybrook Hospital organizing special events. Prior to joining the festival she was the associate director of corporate development at the Toronto Symphony. Lisa holds a B.S. from York University where she was a recipient of a Canada Scholarship.