Meet a Marketer: John Zorn of Arts Reach

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

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After completing his M.B.A. at Stanford, John has combined a career of performing on the clarinet with helping manage symphonies such as the Detroit Symphony and San Jose Symphony, consulting with art organizations, and leading Arts Reach, The Association of Arts Management, Marketing and Development Professionals.

Tell us about Arts Reach and its membership.

Arts Reach has been helping cultural organizations thrive since 1992. In addition to holding two conferences every year – The National Arts Marketing, Development and Ticketing Conference and the Canadian Arts Marketing, Development and Ticketing Conference – we provide members from across North American with webinars on topics similar to those covered at the conferences.  Our members also are invited to meet virtually with our Arts Allies, a group of top professionals standing by to provide advice and support.

As the field has emerged from the pandemic, have you noticed any field-wide trends from your vantage point at Arts Reach?

Organizations have continued to scale back some of their offerings. Usually those are the more experimental shows, which of course is a real disappointment for the artists, not to mention audiences.

What is the biggest challenge facing arts organizations right now?

Staffing.  The pandemic left arts groups with depleted staffs and it’s been hard to fill those spots, both because of a lack of funds and the lack of talent.  It’s hard to think strategically when you’re wearing so many hats.

Tell us about the upcoming conference - the National Arts Marketing, Development, and Ticketing Conference coming to New York in July of this year. What should attendees expect?

What attendees enjoy the most is the networking.  There will be lots of chances to connect with everyone—over coffee, over drinks, over lunch. Top speakers will be discussing the ways in today’s environment to increase audiences and donors in the most efficient ways possible.  The exhibitors will be sharing some new tools that are real money savers. It’s a great way to get away from it all with your team and brainstorm about new possibilities.

In addition to the annual conferences, Arts Reach also offers regular training, webinars, and resources to members - what have been some of your favorite training sessions you've offered in recent years?

I get particular satisfaction when connecting our members with our Arts Allies.  Invariably, the members are pleasantly surprised by the advice that they receive.

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