Mapping the Journey of Your Arts Audience

Since 2012, Haskayne Executive Education has partnered with the Rozsa Foundation to offer the Rozsa Arts Management Program (RAMP), a professional development learning experience for arts managers and professionals. RAMP provides practical, customized content relevant to the creative sector. Participants build their business acumen and leadership capacity while having the opportunity to apply tools and concepts to a particular challenge facing their organization.

Building on the success of RAMP, the Rozsa Foundation and Haskayne Executive Education have once again come together to design and develop a fully online professional development experience, ‘Mapping the journey of our arts audience’. Focusing on maximizing marketing efforts and improving the customer experience, this program provide arts administrators across Canada access to key components of the Rozsa Arts Management Program. Through the ‘Journey Mapping’ virtual experience, participants will explore how to effectively use their marketing budget to grow their current audience and reach more potential audience members, while better understanding their audience’s needs and effectively responding to the changing external market.

Arts organizations have audience members with very different requirements and behaviours. It is important to understand all the touch points that influence consumer choices in the arts and the journey they travel as they make attendance decisions. From the first-time single ticket buyer to the dedicated patron of the arts “Mapping the journey of your arts audience” will explore the various marketing and non-marketing influences that affect consumer habits.

Learning online isn’t new to arts management, however what differentiates this learning experience is that it is a professional development program focused on arts administrators who are already working in the arts sector and would like to focus on one area of arts administration without having to complete a diploma, certificate, or degree.  

‘Mapping the journey of our arts audience’ is designed as a fully online program in order to make learning arts management more easily accessible. This program provides professional development to mid-career arts professionals, for those located in and beyond southern Alberta.

Although the program is delivered online, it is structured as a cohort-based learning experience to leverage the benefits of social learning. Through this program, arts administrators across the country can share their experiences and challenges, providing potential networking and collaboration opportunities.

“Mapping the Journey of Your Arts Audience” is a 21-hour online course set to run from January to March 2020. Find out more about the program at an upcoming webinar in October.

While this year’s cohort for the in-person Rozsa Arts Management Program is full, arts administrators in Calgary and surrounding areas are encouraged to consider applying for the next offering in 2020-21. Contact the Rozsa Foundation for further information about all of their Arts Leadership Programs as well as program application deadlines and processes.

About the Rozsa Foundation – Transformational Leadership in the Arts

Founded in 1990, the Rozsa Foundation is a philanthropic organization known for effective support and advocacy for the Arts in Alberta. The Foundation builds on the legacy of Drs. Ted and Lola Rozsa, who were acknowledged champions of the Arts through their support of not-for-profit arts organizations active in the City of Calgary.