Engaging Young Adult Audiences Forum and Workshops

 

Forum

Participants learned how arts organization leaders are using new techniques and new technology to cultivate younger adult participants at Engaging Your Young Adult Audiences, 21 to 35 on Wednesday May 25, from 10 am to noon in Nesholm Lecture Hall (SIFF Cinema) at McCaw Hall at Seattle Center.

 

Key speakers included: Peter Boal, artistic director of Pacific Northwest Ballet; Linda Garrison, marketing director of The Steppenwolf Theatre in Chicago; consultant Jerry Yoshitomi of Meaning Matters (Los Angeles) presenting new research from the national marketing firm Slover Linnett; and Ellen Walker, marketing director of Pacific Northwest Ballet.

 

Workshops

Participants took part in small discussion workshops to share challenges and hone methods of reaching young adult audiences. The workshops followed the May 25 forum, the first from 1 to 3 pm, and the second from 3 to 5 pm, both in McCaw Hall, Seattle Center.

 

Webinar

The Washington State Arts Commission's Arts Participation Leadership Initiative held a follow-up webinar to the late May forum and workshop on Engaging Young Adult Audiences.

 

Follow-up Resources

Engaging Your Young Adult Audiences - Webinar (PDF)

 

Related Readings

• Ten Trends of 20-Somethings by Marian Salzman, President of Euro RSCG Worldwide PR.
• Who are the Millennials, why do we need them, and how do we engage them? by Gary Steuer on his blog Arts, Culture and Creative Economy.
• The Millennials by Scott Keeter and Paul Taylor, from the Pew Research Center website.
• Tracking the Generational Shift in Brand Loyalty, by Barry Silverstein, on the Brand Channel website.

 

About the Speakers

Peter Boal

Pacific Northwest Ballet Artistic Director Peter Boal. Photo by Angela Sterling.

Peter Boal is Artistic Director of Pacific Northwest Ballet and Director of Pacific Northwest Ballet School. Mr. Boal assumed directorship of Pacific Northwest Ballet in 2005 following a 22-year career as a dancer with New York City Ballet. In addition to working with George Balanchine, Jerome Robbins and Peter Martins, Mr. Boal originated roles in more than 30 new ballets. He received his training at the School of American Ballet (SAB), joined New York City Ballet in 1983, and was promoted to principal dancer in 1989. From 1997 to 2005, he was a full-time faculty member at SAB. In 2004, he founded Peter Boal and Company, a critically acclaimed chamber ensemble. In 1996, Mr. Boal received the Dance Magazine Award, and in 2000, he received a New York Dance and Performance Award.

 

Linda Garrison

Linda Garrison is the Director of Marketing and Communications at Steppenwolf Theatre Company. Linda is a highly respected and accomplished advertising professional as well as a long time supporter and trustee of Steppenwolf.  As a trustee, she served as Chairman of the Trustee Marketing Committee as well as on the Executive Committee. Prior to joining Steppenwolf, Linda was the Managing Director of Ogilvy & Mather’s Chicago office. Linda joined O&M in 1995, assuming client responsibility for all Sears and Unilever business handled by the agency. In 1996, she was named a Managing Partner. In 1997, Linda was named Managing Director.  Prior to O&M, Linda was Senior Partner and Director of Client Services at Euro RSCG Tatham.  There she headed a range of accounts:  Miles, Nestle, Nabisco. Kimberly-Clark and Procter & Gamble.  She started her career at Leo Burnett where she worked on United Airlines, Kimberly-Clark and Procter & Gamble. Linda joined Steppenwolf in September of 2007.