News and Updates
Building Audience Participation // Winter 2012
Monday, November 12, 2012 03:16 PM

Building Audience Participation

A four-part workshop on how to use annual planning, image building, strategic targeting and effective communications to strengthen your brand and build your audience.

Every once in a while there comes an opportunity to truly grow and learn something as a theatre company. Whether fledgling or long-established, the workshops led by Micki Hobson are a fantastic opportunity for self-evaluation for you and your theatre company.

Andrew Smith // Project Y Theatre Company 



Saturday, December 1, 2012
520 8th Avenue, 3rd Floor
Prerequisite: Organizational Planning & Process: Parts 1 & 2 

Ideas are a dime a dozen—unless you can make them happen. To do this, you need to carefully prioritize and manage your limited human and financial resources. This session covers how to put cement under your sales and fundraising efforts, including time management, creating a calendar, and carefully building a staff. 

Register »



Sunday, December 2, 2012
520 8th Avenue, 3rd Floor
Prerequisite: Building Audience Participation: Annual Planning

Understanding how people on the outside see your company is key to being in control of that image. In this workshop, participants will complete a branding exercise to evaluate the strengths and weaknesses of the components that comprise their company's image.

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Monday, December 3, 2012
520 8th Avenue, 3rd Floor
Prerequisite: Building Audience Participation: Image Building

When you build partnerships around a particular production, these collaborations can often develop into long-term alliances, with residual benefits far beyond the box office. Learn how to target specific audiences for a specific project through the development of partnerships with individuals and organizations whose interests are relevant to the subject matter of the production. 

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Tuesday, December 4, 2012
520 8th Avenue, 3rd Floor
Prerequisite: Building Audience Participation: Image Building

Are you getting your message across? Are you doing it in the most compelling and economical way? This session will focus on evaluating different communication tools, including direct marketing, direct mail, e-mail, websites, and in-house publications, to determine what will be most useful to your theatre's needs. 

Register »


Michalann (Micki) Hobson is an arts management specialist concentrating in areas of Institutional Development, Audience Building, Strategic Planning, Management Training, Staffing, Budgeting, and Conference Planning. Since 1978, she has worked with over 400 performing arts organizations and museums throughout the United States, Toronto, London, and Budapest. One of the leading proponents of management initiatives designed to examine and challenge long-standing assumptions about arts administration, she is especially skilled in the implementation and staffing of integrated marketing and development departments-a concept she initiated over twenty years ago for the Canadian Opera Company. Under her direction, numerous pilot projects have identified innovative means through which constituent organizations, both collectively and individually, could adapt to 'changing' environments through citywide research and cooperative marketing initiatives. These include performing arts organizations and museums in Cleveland, Pittsburgh, St. Louis, and the not-for-profit theaters in New York City-sponsored by The Cleveland Foundation, The Heinz Endowments, St. Louis Regional Arts Council, and the Alliance for Resident Theatres/New York respectively. In addition to her individual projects, she teaches a series of Audience Building and Planning Workshops for the Alliance of Resident Theatres/New York, which she has designed to assist participants in the development of an integrated plan to increase both earned and contributed income. 

Hurricane Sandy Updates
Sunday, October 28, 2012 05:00 PM

Hurricane Sandy 2012

Please watch this space for important updates on event cancellations, relief efforts, and other news affecting the NYC theatre community. If you have news you would like us to include, please email Max Dana at [email protected].


Grantmakers in the Arts: Emergency Readiness, Response and Recovery
Creative Capital: Emergency Relief and Recovery Resources for Artists 

LMCC: Hurricane Sandy Relief Resources for Artists, Residents and Businesses
The Actors Fund Resource Directory
The Nonprofit Coordinating Committee of New York: Disaster Resources for NYC Nonprofits
Theatre Communications Group: Disaster Management Resources

Federal Emergency Management Administration (FEMA)
Residents and business owners who sustained losses can begin applying for assistance starting October 31 by registering online at, by web enabled mobile device at or by calling (800) 621-FEMA(3362) or (800) 462-7585 (TTY). The toll-free telephone numbers will operate from 7am to 10pm EDT seven days a week until further notice. FEMA funds a number of assistance programs including rental payments for temporary housing for those whose homes are unlivable; grants for home repairs and replacement of essential household items; and unemployment payments up to 26 weeks for workers who temporarily lost jobs because of the disaster.

Small Business Administration
After residents and businesses are registered with FEMA, they may apply for a disaster loan. SBA, not FEMA, provides low-interest loans to cover residential losses not fully compensated by insurance and loans up to $2 million for small businesses and nonprofit organizations of all sizes that have suffered property damage or loss of cash flow. Residents can apply online at, or in person at any Disaster Recovery Center. To find the nearest location, please call (800) 659-2955 (TTY: (800) 877-8339) or e-mail [email protected].

New York State Division of Homeland Security and Emergency Services (DHSES)
The New York State DHSES provides leadership and support for efforts to respond to, and recover from, natural disasters and other emergencies. Please contact the Hurricane Sandy Helpline for New York State Residents at (888) 769-7243 or (518) 485-1159 or visit for more information.

New York City Office of Emergency Management
The New York City Office of Emergency Management coordinates emergency response and recovery, and collects and disseminates emergency information. For the latest updates on utility and transportation service restoration or to find an emergency shelter location, please go to call (718) 422-8700.

NYC Small Business Services (SBS)
NYC SBS provides helpful information for small business owners on what to do during and after Hurricane Sandy. Please visit their website or call 311.

Notify NYC
Notify NYC is the City of New York's official source for information about emergency events and important city services such as schools, utilities, and transportation. Please go to or call 311 to register for updates.

Council of Foundations
The Council of Foundations has a good list of relief efforts by the philanthropic community at

Craft Emergency Relief Fund (CERF+)
CERF+ has created the  CERF+ Artists' Relief Exchange. If you know an artist who needs help and/or if you can offer help (supplies, equipment, a place to stay or work, help in clean up, etc.), please join in this Exchange. CERF+ has also set up an Emergency Response web page that compiles the most critical resources including tips on getting assistance from FEMA, a listing of arts sector emergency resources, and some of the most relevant parts of the Studio Protector Online Guide such as information about disaster assessment and salvage. Finally, CERF+ disaster relief assistance offers grants up to $3,000 and interest-free loans up to $8,000 for any professional craft artist who has suffered significant losses.

Fundraising After Hurricane Sandy
Fundraising consulting company Benevon is hosting a series of conference calls November 1 and November 5 to address the fundraising challenges nonprofits face in the wake of Hurricane Sandy. The calls are currently full but they will be recorded and made available online. For more information visit

ArtsReady is a web-based emergency preparedness platform designed to provide arts and cultural organizations with customized business continuity plans for post crisis sustainability.  


Press Release: Curtain Call 2012
Thursday, September 13, 2012 02:00 PM
A.R.T./New York

Contact: Virginia P. Louloudes, Executive Director
Tel: (212) 244-6667 x 228 / [email protected]
September 13, 2012

Acclaimed Theatre Director Moisés Kaufman to Deliver The Laura Pels Keynote Address at Alliance of Resident Theatres/New York’s 40th Anniversary Industry Celebration, CURTAIN CALL
A.R.T./New York to Announce its $25M Campaign for the A.R.T./New York Theatres

Monday, September 24th, 7:15 PM
at The Pershing Square Signature Center
480 West 42nd Street, New York, NY 10036
By Invitation Only

[NEW YORK, NY] MOISÉS KAUFMAN, the Artistic Director of Tectonic Theater Project and the author of Gross Indecency: The Three Trials of Oscar Wilde and The Laramie Project, will deliver the eighth annual Laura Pels Keynote Address at A.R.T./New York’s annual industry celebration, Curtain Call. This year’s event marks A.R.T./New York’s 40th Anniversary, at which it will also announce its $25M campaign for the A.R.T./New York Theatres on the Far West Side of Manhattan.

Now in its eighth year, the A.R.T./New York Laura Pels Keynote Address has attracted attention and generated debate in the arts industry and beyond. The sometimes controversial topics discussed by its speakers have ranged from the low fees paid to playwrights by nonprofit theatres to right-wing protests against funding for the arts and the challenges faced by women playwrights and writers of color. Past Laura Pels Keynote speakers include Pulitzer Prize-winner Lynn Nottage (Ruined), Theresa Rebeck, J.T. Rogers, Bill Irwin, Jon Robin Baitz, Richard Nelson and Eduardo Machado.

Moisés Kaufman, who is in rehearsals for the Broadway production of The Heiress, recently directed Nightingale at the LaJolla Playhouse and The Common Pursuit at the Roundabout Theatre Company. His other Broadway credits include the Tony-nominated Bengal Tiger at the Baghdad Zoo, 33 Variations, and the Tony and Pulitzer Prize-winning I Am My Own Wife. According to A.R.T./New York’s Executive Director Ginny Louloudes, “As a gay Latino raised in an Orthodox Jewish home in Venezuela, Moisés represents the 21st Century American playwright. His multicultural roots symbolize the global, interconnected world in which we live today. The fact that he is both an award-winning playwright and director helps reinforce the fact that many of our 21st Century artists are multi-disciplinary and multi-talented.”

Established in 1972, A.R.T./New York is the leading service and advocacy organization supporting New York City’s Off Broadway and Off Off Broadway nonprofit theatre community. Its programs include four major re-granting initiatives, cash flow and real estate loan programs, shared office and rehearsal spaces, field-wide research and advocacy and technical assistance and capacity-building programs. Ninety-two percent of New York City’s 375 nonprofit theatres are A.R.T./New York members and the beneficiaries of its mission to assist member theatres in managing their companies effectively, so that they may realize their rich artistic visions and serve their diverse audiences well.

A.R.T./New York will mark its 40th Anniversary with the public announcement of its $25M Campaign for the A.R.T./New York Theatres to create and subsidize two new flexible theatre spaces for the nonprofit theatre community at 53rd Street and 10th Avenue in New York. To date, $16.5M or 66% of the funds have been raised.

The A.R.T./New York Theatres, designed by world-renowned architect Toshiko Mori, will be subsidized at below-market affordable rates for smaller theatre companies for the entire duration of A.R.T./New York’s 99-year lease on the building. Building and design costs have been generously provided by the City of New York with funding by the Bloomberg administration under the leadership of Mayor Bloomberg and Commissioner of Cultural Affairs Kate D. Levin, as well as the City Council under the leadership of Speaker Christine Quinn, Finance Committee Chair Domenic Recchia, and Manhattan Borough President Scott Stringer. Support for the mechanical system and theatre equipment was provided by NY State Assembly Speaker Sheldon Silver and Assembly Member Linda Rosenthal. The Dermot Corporation provided funds that paid for a substantial portion of a shared mechanical system.

Curtain Call also features the presentation of the DeWitt Stern Local Hero Awards, which acknowledge the important contributions small businesses make to the City’s 375 nonprofit theatres. Since 1994, A.R.T./New York has presented nearly 360 Local Hero Awards to restaurants, graphic artists, architects, real estate agents, lawyers, accountants, casting directors, publicists and marketing directors—and even a dentist who provides free dental care to the members of one theatre company! For many, their DeWitt Stern Local Hero Award marks the first time they have received an award or acknowledgement for their philanthropy.

Contact: Virginia P. Louloudes, Executive Director
Tel: (212) 244-6667 x 228 / [email protected]
September 13, 2012

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