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Patrick Spike - Marketing Director

Arts People’s staff, deeply rooted in the arts

Arts People, from its very beginning, looked to experienced arts creators and administrators to staff its ranks.  We wanted to make sure that the people who would be guiding the development of our product, designed specifically for the very particular needs of the performing arts, would know how to give it the power and flexibility required for the industry.  In addition, the client services team and other members have also frequently come from backgrounds that include arts participation. In this way, we have a staff supporting the product and our clients that absolutely comprehend and appreciate the intricate and unique challenges and strategies that the arts present. We work with you to get the most out of your live data, and develop relationships over time with your ticket buyers and donors.

We don’t target sporting arenas or other non-arts venues as many other systems do.  We don’t look to venture capital and investors with dollar signs as their primary motivator who might want to steer the product in a more profit driven direction.  Arts People was created and has thrived with the idea that we are here to uplift and support the performing arts, as powerful and valuable pieces of the communities in which they exist, to shine brightly on our society and to enrich our lives – through both hearts and minds.

Here are some examples of staff members participating in the arts:

Patrick Spike – Marketing Director, former Product Manager, and System Expert, Scappoose, OR – Over 30 years as director, performer, administrator, marketer and consultant for community to Katie on stageprofessional theatre and other non-profit arts organizations. In the Fall Spike will be performing with Bag&Baggage Productions in OR, and in the Spring directing at Ferndale Repertory Theatre in CA. patrickspike.com

Katie Behrens – Client Services Representative, Portland, OR -Professional improviser with Curious Comedy Theatre and others for 9 years, acting, writing, directing, producing, teaching.

Patrick Kelly – Client Services Representative, San Diego, CA – Found his love for the Theatrical Arts in Middle school nearly 20 years ago.  He has worked as a professional actor, director, technical director, musician and general arts administrator for the past 10 years, with a major project underway currently.

Russ Gage – Director of Client Services, Portland, OR – Film festival programmer and producer for over 20 years including San Francisco International LGBT Film Festival, Portland International Film Festival, Northwest Filmmakers Film Festival, and founder of QDoc ~ the Portland Queer Documentary Film Festival.
Cari Palazzolo – Administrative Assistant, Portland, OR – Musician, Digital Designer, and Visual Artist for 18 years, producing, performing, educating, managing. caripalazzolo.com

Sam Valenti – Junior Developer, Kona, HI – Currently Sam is producing Waimea Community Theatre’s Production of Pippin. Previously Sam was Managing Director of Aloha Performing Arts Company as well as more artistic endeavors on the stage.

The Arts People system includes ticketing, fundraising, marketing, CRM / database and other full function features for the performing arts.  Our best in industry client services team works one on one with our clients to make sure they are fully supported and can succeed using their system. If you have any questions about the system’s capabilities or would like to see a personalized demo, please contact us right away.  Our no pressure sales consultants will work with you to see if our system is a good fit for your organization.

First impressions last

White paper: Using separate systems is costing you patron loyalty, sales and donations

We all know that the key to sustainability, increased earned and contributed revenue is cultivating relationships with your patrons. This takes the building of trust and loyalty over time.  We need to walk patrons up our engagement ladder from single ticket buyer to donor to subscriber to major donor to advocate.  The ways in which the patron interacts with us online, via our office… these make up a critical component to building that trust and relationship over time.

If you’re using different systems for various types of transactions and patron interactions, this can drive a wedge between you and the patron you’re wanting to cultivate.  When they see some third party company on the screen where they are buying tickets, or on the ticket itself, or the receipt, how do they feel about your brand, your customer service, your interest in them?

In this free whitepaper we’ll discuss the strategic importance of a unified system toward ticketing,  fundraising and more.

 

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

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White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is the Marketing Director, system expert, and one of the original architects of the Arts People software system, with over 30 years in performing arts creation and administration. His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com

Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.

 

marketing segmentation

White paper: Utilizing live data to generate buyer, interest and ranking groups for patron targeted marketing

Marketing of your performing arts events and organization is no longer one size fits all.  To increase patron loyalty and to trigger the best possible sales results you must segment and tailor your messages to your specific sub-sets of patrons based on their buying patterns, areas of interest and level of support.

Live data will help you to test and market your events more effectively and efficiently.  Organized clearly and efficiently for you in the Arts People system, leverage our easy to use marketing interface to quickly pull, merge and segment your patrons.

Out of these efforts will be increased sales, heightened patron loyalty, and statistics that you can use toward sponsorship and grant writing success.

Download our free white paper with detailed instructions on how to create patron groupings to which your messaging can be tailored, tested, honed and executed.

 

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

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White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is the Marketing Director, system expert, and one of the original architects of the Arts People software system, with over 30 years in performing arts creation and administration. His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com

Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.

 

White paper: A well planned Season Announcement event can boost your subscription base

If you’re not executing a well planned and strategic season announcements event as part of your yearly marketing cycle, you’re losing an enormous opportunity to build your subscription base and generate much needed income to fund your upcoming season.

If you ARE holding an announcement event, there may be ways you can increase its effectiveness and capitalize on the excitement of the announcement even more.

Arts People Marketing Director Patrick Spike outlines an effective event with tips and strategies for increasing the resulting package sales, with after event tips to propel sales even more.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

 

White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike – Marketing Director for Arts People

Former Audience Development Director for Bag&Baggage Productions, with over 30 years experience in performing arts creation, administration, marketing and fundraising.

 

 

 

White paper: Facebook for Arts Organizations – Strategies for success & common mistakes to avoid

Arts People Marketing Director Patrick Spike, with over 25 years experience in performing arts marketing and administration, walks you through the best practices and strategies of using Facebook to build your audience, increase engagement, foster patron loyalty and more.

Originally presented as a seminar at the Arts NW Booking Conference in Tacoma, WA Oct 2013. Updated May 2017.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike – Marketing Director for Arts People

Former Audience Development Director for Bag&Baggage Productions, with over 30 years experience in performing arts creation, administration, marketing and fundraising.

 

 

 

White paper: Creating a functional paper backup for box office operations

Paper backup plan BOur Client Services team has created a document to help performing arts box office managers create a paper backup plan and kit for those rare instances when computers or internet connection might go down.  While the Arts People system leads the industry in low system down time, you never know when a computer might fail, or the internet connection might drop out. It’s best to have a well planned kit of supplies and instructions read on the shelf to carry out box office operations until things are humming along again.  Also, make sure your staff is trained thoroughly on it’s use.  Read more in our white paper on best practices to make sure you’re not caught without a parachute.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

White paper: Best practices to backup your internet connection

We all know that you can’t always count on your primary internet connection to be up and purring along at all times. Things happen either with your own equipment or with the internet itself to cause down time. How should you prepare for these instances to make sure you don’t lose sales and patrons?  The Arts People staff have put together a white paper to help you for just such emergencies.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

Flight picture from the production.

Podcast: Spike speaks with Eric Guerin about the stagecraft of flying actors, and the safety concerns involved

I sat down today to talk with Eric Guerin, who’s a new member of our Client Services staff here at Arts People.  Eric comes to us from the Brighton Center where he was Theatre Director.  In his role there, he recently was part of the creative team of a production with high school students that involved flying two of the actors on stage.  In this podcast we discuss the challenges, concerns and intricacies of flying actors on a theatre stage, and also the overall challenges of creating highly theatrical and exciting productions, while still maintaining strict control over safety.

Listen to podcast (approximately 18 minutes)

 

Photo:  Actor in fly rigging with cable wrapped in nylon rope to appear he was parachuting down to the stage.  (c) 2017 Blue Heron Photo

 

Visit them online:
Brighton Center:  Brightonperformingarts.com
Brighton Musical Company: Brightonmusical.com
ZFX Flying:  http://www.zfxflying.com/

 

 

Three words for every performing arts organization – Know Your Niche


I regularly speak to performing arts organizations that try to do all and be all to their community.  The result?

  • They struggle to find their audience.
  • They burn out, barely hang on, and slowly decline.
  • They wonder why the community doesn’t come out en masse to support them.

Ask yourself…

  1. “What would your loyal patrons say draws them to you and keeps them coming back?”
  2. “If you surveyed patrons who have attended only one of your events in the past but have not returned. What would be the reason?”
  3. “Of patrons who attend other arts organizations but have chosen NOT to attend yours, what caused them to make that choice?”
  4. “Of all the people working with your organization, what would they say is your artistic focus, that also makes them want to work with you?  Would they have an immediate and concise answer?”

If you don’t have a clear idea of what the above responses would be, it’s probably time to hone your niche.

It’s a pretty commonly held concept that no single arts organization can be all things to all people. Otherwise said, we can’t please everyone all the time. It’s also can be said that when we think of a region or population area that “has a great arts scene” or “is culturally rich” that one contributing factor is that there’s a great variety of cultural or arts options available; that there is something for everyone. So we obviously value diversity in arts options, which also translates to a variety of arts organizations.  We love choices; different audiences, different tastes, different interests.

 

Now, let’s imagine.  If one organization were to try to be that variety for their community, and if they hope to achieve it with a degree of quality and consistency, some of the challenges might be

  1. How to attract talent interested in doing your work. While an artist might be interested in one project in your season, they might find no interest in the rest. How do you build and cultivate relationships with a core group of artists and technicians when their interests vary one project to the next?
  2. Audiences also may be divided over your work. They might be drawn to buy tickets to one show that peaks their interests. If they enjoy it they may want to come back. But the next show isn’t their taste at all and then they are disappointed, alienated, and often won’t be back.

So what does this mean for developing relationships with both the artists who create the work, and audiences who want to come see it?  Generally will mean that you’re working to gather talent and audience for each of your projects individually, with greater challenges developing a loyal group interested in your work as a whole.  

So is the model of trying to do something for everyone within a single arts organization sustainable? I think if we look historically at these types of organizations, and to the groups trying to please their community with palatable shows that offend no one and try to please everyone, that this just isn’t the case. These groups struggle year after year in their marketing and communications, their ticketing and fundraising, and to sustain without much growth, and often with a gradual decline in their attendance. Without loyalty in your audience, they are also much more at risk of catastrophe if specific projects miss the mark for audience satisfaction.  A single ticket audience is far less forgiving than the audience that enjoys your body of work over time.

 

So, what is the alternative? It is to find and hone your niche and stick to it.

What is it your organization is really about?  What is the type of work that the collective members of your organization agree on as their primary interest?  Do you focus on classical theatre with a fresh approach?  Do you focus on contemporary dance, including a commitment to new work each season?  Is it non-narrative musical performance art, or tried and true standards done remarkably well?  Dig deep. Find what it is that excites you as a group and that you are accomplished at creating.  Make the big decision and agree to stick to it and do it better than anyone else in your area.  Become the experts on that particular form.  You may find that some of your members don’t agree.  If so, it may be time for them to move on as you clarify what your niche is.  

 

Once that is decided, and the quality and passion shows through, you will work to find the audience who loves it as well.  Artists interested in that pursuit will seek you out.  News will spread and reach other organizations that are passionate about that type of work.  You’ll be able to better cultivate relationships and build loyalty in your audience, graduate them to donor support, membership and greater participation.

You must stick to the work you love, so the passion comes through with every project, every performance, every moment.  Communicate this clearly in every message.  Those who love that work will find you, and will be as passionate about it as you are.  They will be your advocates, your army, your cheering section.  

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Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is Marketing Director of Arts People, with the company for over 10 years. He has 30 years in performing arts administration, marketing and creation. www.patrickspike.com