Reflections On The 2023 Tessitura Conference

Situation Media Planner Raphael Anastas reflects on his first time attending the Annual Tessitura Learning & Community Conference and the bright future of the arts & culture industry.

This was your first time attending the Tessitura conference, which is attended by hundreds of arts & culture organizations from across the country. What is your experience in the arts & culture space?

Raphael Anastas: My experience working with arts and culture organizations began as a theater performer and musician, which is how I developed a passion for creating multi-disciplinary and immersive experiences for new audiences. That passion grew over time and led me to pursue a dual Master’s in Arts & Media Management as I had a keen interest in event marketing, media strategy, and advertising for the arts. Although I come from a traditional theater background, as I navigated the early part of my career as an arts marketer, I found myself gravitating towards the non-profit visual arts and dance worlds because of their focus on institutional audience development, education, and accessibility. Now I’m fortunate enough to work with a wide range of arts & culture clients at Situation, including the Guggenheim Museum, Brooklyn Museum, Perelman Performing Arts Center and New York City Center, in addition to Broadway shows and producing organizations like Roundabout Theatre Company. What excites me most about working with arts & culture organizations is they each have a unique offering within a variety of programming, and that challenges me to think creatively about how to reach and speak to different types of audiences so that every audience member feels welcomed.

Can you describe the overall culture and feeling of the conference??

Raphael Anastas: Peter, Cyrus and I were reflecting on our individual experiences during the closing party Wednesday evening, and Peter so perfectly summed up the overall culture and feeling when he said “it felt like a family reunion.” Although it was Situation’s first time attending as a Sponsor, having the opportunity to share a space with current clients, friends from the industry, and of course many new faces from across the country, all with the simple intention of learning and bettering the arts and culture community, felt heart-warming and energizing in a way you’d feel after a big celebration with the people you enjoy being around the most. I commend Tessitura’s willingness to host a space that not only encourages collaboration and thought leadership, but that also allows participants to be open and honest about the challenges they’ve been facing adapting to new technologies and cultural trends. Like within any real family dynamic, growth comes from when its members challenge each other to go beyond their comfort zone and venture into vulnerability; ask the tough questions, push boundaries, and admit your mistakes. Vulnerability builds trust and camaraderie, and those are the feelings I’m walking away with.

This conference covered ticketing, pricing, media, development, cybersecurity, and so much more.? What were some of the sessions you chose to attend that inspired you?

Raphael Anastas: I attended many interesting and thought-provoking sessions, but the ones that inspired me most were on the topics of pricing, audience engagement, and inclusivity in the arts.?

1. A session presented by the National Gallery and California Academy of Sciences on their “Pay What You Wish” programs was extremely eye-opening because they proved how this pricing model can meet accessibility goals of reaching new audiences and communities while also maximizing capacity and revenue.?
2. In another session, Troy Smith from San Francisco Opera and Malikha Mayes from Dallas Opera shared their insight into two different audience development programs that have found early success in engaging and expanding audiences post-lockdown. Last season The Dallas Opera launched Crescendo, an under-45 membership program designed to develop and engage the next generation of opera-goers. In celebration of their 100th season, San Francisco Opera created the donor-sponsored Dolby Family Opera for the Bay Ticket Program, offering $10 tickets to any opera in the season to every resident of the Bay Area. Both programs have successfully attracted new audiences, re-engaged lapsed attendees, and inspired high-level donors and sponsors.?
3. Lastly, Kimmel Cultural Center’s Director of Marketing, Winona Wyatt, shared her experience of creating an inclusive culture at her organization by developing Employee Resource Groups, which was especially interesting for me as it relates to my work with the Diversity, Equity, and Inclusion Committee at Situation.?

All three of these sessions challenged me to think deeper about equity and accessibility in the arts. They pushed me to reflect on the importance of using data to measure the impact of new programs in order to advocate for greater investment in these areas and keep organizations accountable for their audience goals.?

Did you notice a discernible theme in the programming?

Raphael Anastas: A theme I noticed in the programming is that women are the most powerful changemakers in our industry. From Zenetta Drew (Executive Director of Dallas Black Dance Theatre) and her speech on the importance of digital arts education, to Colleen Dilenschneider’s keynote on understanding audience data, to our very own Meghan Goria’s presentation on Situation’s audience-first approach to media. There is no doubt that the arts & culture sector will be able to carve a path forward for society to grapple with the world’s greatest challenges with so many brilliant women leading the charge.?

Based on what you learned at the conference and what you see in your client work, what are the biggest opportunity areas and the biggest areas of concern in the industry?

Raphael Anastas: I believe the biggest opportunity areas in the industry are how we leverage advancing technologies in digital media, web development and design, and artificial intelligence to make arts and culture accessible for all people. As we pursue that, it is imperative that we keep people at the center of that work and make sure it is done ethically and equitably.?

How did this conference make you feel about the future of live arts marketing?

Raphael Anastas: Confident. I have a newfound understanding that what we do at Situation is starting to change how stakeholders in the the arts & culture sector think and talk about live arts marketing, and we also have many opportunities to continue to expand and advance our approach to it. I’m confident that with the support of our clients, partners, and community, and with our own willingness to adapt and stay nimble at every turn, we can continue to be the industry leaders who ensure there is a bright future for the arts.