Tessitura's Innovator Series

Tessitura’s Innovator Series is an ongoing program of brief and inspiring presentations by industry innovators, each focused on a single theme to advance insight and innovation in the business of arts and culture. Presented periodically at no cost to a live webinar audience of Tessitura Network Members and others engaged in or studying the arts and cultural sector, Innovator Series presentations are subsequently released through the Tessitura Network YouTube™ channel to expand and extend the accessibility of these powerfully innovative ideas globally.

August 28, 2013 session

Sherri SauntrySherri Barry, Senior Vice President of Marketing and Sales
Arizona Science Center
From Anonymous Visitor to Member of the Family: Harnessing Data to Drive Customer Loyalty
Most of the thousands of visitors to science centers and museums each week ultimately represent anonymous transactions with no meaningful way for an organization to make a personal connection or build a lasting relationship. As marketing for arts & culture becomes more and more reliant on individual, personalized connections, how can these organizations gather this information and build one-on-one loyalty with their visitors?

Sara BillmannSara Billmann, Marketing & Communications Director
University Musical Society (UMS), University of Michigan
Growing Your Audience with Consumer Psychology
If only we could get into the heads of our audience members and find out why they attend -- or don't attend -- our performances. The fields of behavioral economics and consumer psychology provide us with theories about why people behave the way they do. But do these theories work for the arts? Sara Billmann will explore recent work by leading behavioral economists and how their research can become your reality.

Rob GreigRob Greig, Chief Technology Officer
Royal Opera House
Embracing the Semantic Web
Many are touting the forward-looking concept of the Semantic Web (content designed to be better understood by machines); others are debating its feasibility. At Royal Opera House, we’ve created it – a scalable content delivery solution which also helps search engine optimization. Using web 3.0 methods, we’ve built our entire web platform in Tessitura to create a sustainable, efficient way to manage our website.


Sherri Barry
As Senior Vice President of Marketing and Sales at Arizona Science Center, Sherri oversees the $4.2 million ticket, membership, group sales, facilities rentals, concessions and special retail operations of the 164,000-square-foot facility. In 2012 and 2013, Sherri served as executive sponsor for the Tessitura implementation project at Arizona Science Center, which accomplished an on-time goal of adding every revenue stream in the organization into the Tessitura system, resulting in a shared data base of constituent records and spending behavior.  In fiscal 2013, Sherri executed an innovative marketing strategy which increased attendance by 25%, membership households by 67%, web visits by 72%, and web sales by over 1000%, resulting in a 16% increase in total ticket revenue.  She holds an MBA from Arizona State University and a Bachelor of Administration Degree in Marketing from the University of Wisconsin.

Arizona Science Center

Sara Billmann
Sara is the Marketing & Communications Director for the University Musical Society, a 135-year-old presenting organization at the University of Michigan. She oversees the strategic and creative campaigns for a 50-event season in classical music, theater, dance, jazz, and world music. She received a Bachelor’s Degree in English from the University of Michigan and an MBA from Stanford University.  She has recently overseen a rebranding of UMS, as well as the launch of umslobby.org, an interactive website that engages with audiences in new ways. She co-chaired the Major University Presenters Value and Impact Study (released in 2007).  In 2010, she was invited to join 50 international arts professionals in the Salzburg Global Seminar on “Performing Arts in Lean Times: Opportunities for Reinvention.”  In addition to her role at UMS, she is affiliated with WolfBrown, an arts consulting firm. 

University Musical Society (UMS), University of Michigan

Rob Greig
Rob has managed ticketing systems for 10 years and been working with CRM systems since 1997. As CTO he has developed the Royal Opera House website and technology strategies to support the ROH CRM and ticketing operations. His role also covers new media initiatives. Rob has managed five different Ticketing CRM systems, including the implementation of a large scale multivenue consortium with revenues of more than £200 million. He has been the technical architect for seven large scale arts and sports capital building projects within the UK nonprofit sector. He has board level experience beyond technology as the Operations Director for Leicester Theatre Trust.

Royal Opera House

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Alan Valentine, Executive Director, Nashville Symphony

"Managing our growth would not have been possible without Tessitura Software."

Gary Keehner, Asolo Repertory Theatre

“The thing that drove us to Tessitura to begin with is the integration of the entire organization.”

Amy Lampi, Alley Theatre

"You can treat the person as an entire patron, because that's how the patrons view our organization… And I feel like Tessitura encourages that kind of collaboration inter-departmentally."

Jennifer Buzzell, Signature Theatre

"Tessitura does a lot to improve our departmental communication. I think that it gives us a common vocabulary, and it gives us insight into the overall business as opposed to our individual silos."

Recently Added Licensees

English National Ballet (UK)
Somerset House (UK)
Canadian Museum for Human Rights
Theatre Under the Stars (Houston)
California Musical Theatre
Museum of Contemporary Art Toronto
Minnesota Opera
Gettysburg Foundation
Institute for Contemporary Art, VCU
Zoological Society of Milwaukee
New England Historic Geneological Society
Birch Aquarium at Scripps
The Smith Center for the Performing Arts
Georgia Aquarium
American Film Institute
Dallas Zoo & Children's Aquarium at Fair Park
ICA Boston
The Carson Center
2econd Stage Theatre
Nelson-Atkins Museum of Art
Canadian Museum of Nature
Olney Theatre Center
Ogunquit Playhouse
The Florida Orchestra
Calgary Zoo
Handel and Haydn Society
Mystic Aquarium
Adventure Theatre
Orchestra of the Age of Enlightenment (UK)
London Sinfonietta (UK)
Alberta Ballet (CA)
Minnesota Orchestra
Toronto Consort (CA)
Hawaii Opera Theatre
Stages Theatre Company
Science Museum Group (UK)
Museum of the Bible
Tafelmusik Baroque Orchestra & Chamber Choir (Canada)
Almeida Theatre (UK)
Des Moines Performing Arts
Friends of the National Zoo
Alys Stephens Performing Arts Center
California Science Center
Ford's Theatre
Virginia Arts Festival
El Dorado Festival & Events
Country Music Hall of Fame & Museum
Lawrence Family JCC
Sydney Writers' Festival (Australia)
Madison Opera
Children's Theater of Madison
Jacob Burns Film Center
Arizona Opera
Australian National Academy of Music (Australia)
Frost Science
Belvoir Theatre (Australia)
Black Country Living Museum (UK)
Museum of Chinese in America
Austin Opera
Hartford Stage
Intrepid Sea, Air & Space Museum
Minnesota Historical Society