Director of Audience Development

Full time / $70,000-$75,000 annually / Richardson Symphony Orchestra / Richardson, TX

The Director of Audience Development (Director)’s goal will be to increase attendance for the Richardson Symphony Orchestra’s concerts. The Director will oversee subscription campaigns as well as the solicitation and analysis of patron data. The Director will develop and execute strategies, programs, and events designed to deepen relationships with the greater community to ultimately produce longer-lasting engagement marked by additional ticket purchases and philanthropic contributions. The RSO is looking for exciting and dynamic long-haul efforts in community outreach. The Director will be expected to be highly active in speaking to organizations, making presentations to music groups in schools and local colleges, expanding Young Artists programs, encouraging attendance at RSO practice sessions when practical, and experimenting with new ideas such as streaming, multi-media, popup performances, ensemble bookings, orchestral backup for recording artists, to encourage participation in live music experiences.

Role and Responsibilities
Revenue Enhancement
• Develop and execute programs for target database segments designed to increase earned revenue including, but not limited to, patron loyalty, subscriber retention, increased patron purchasing, moving single ticket buyers into larger purchases; and moving patrons along the continuum from first-time buyer to brand ambassador.
• Establish research methods, such as survey, opinion polls, or questionnaire, and design means for collecting data for projects as well as develop and conduct surveys and focus groups to analyze customer purchasing patterns, preferences, and the organization’s image and marketing effectiveness.
• Research market conditions and conduct feasibility studies to determine market demand for existing and new products or services.
• Analyzes new and current data to develop new product offerings and research methods to help the organization meet its strategic goals through increased ticket and contributed revenue.
• Enhance the bond between patrons and the organization by developing behind-the-scenes experiences as well as subscriber events and special giveaways, working with the RSO’s Executive Director to execute these strategies.
• Perform other duties as assigned.

Marketing and Analytics
• Develop and test strategies, in conjunction with staff, to connect with emerging audiences—students, new movers, young professionals, etc.
• Identify and define existing patron segments in the database based on the type of purchases, frequency of purchases, event attendance, and overall contributions to the organization.

• Develop creative concept and copy, in conjunction with the staff, executing and monitoring campaigns for all season packages and subscription efforts, while also overseeing the coordination of target lists.
• Explore programming solutions with the database administrator to test new subscription packages as well as streamline/troubleshoot existing subscription transactions.
• Perform other duties as assigned.

Community Engagement and Patron Stewardship
• Demonstrate a visible presence, on behalf of the organization, highly active in speaking to organizations, making presentations to music groups, in schools and local colleges, expanding the Young Artists programs, encouraging attendance, as well as visibly attending Richardson Symphony concerts and events.
• Maintain the new audience initiative that reimagines presentational formats, building experiences that are appealing to new audiences while also measuring the results both in terms of the number of new audience members and the impact of the experience.
• Summarize findings and make recommendations for action plans as needed, monitor subscription activity daily during renewal promotion season, and prepare ongoing patron migration reports as well as weekly subscription sales reports.
• Gather, analyze, and compare competitor single ticket, subscription package pricing, and benefits structure to that of the organization, collecting market intelligence in order to examine and compile statistical data.
• Perform other duties as assigned.

Traits and Characteristics
The Director of Audience Development will be a magnetic and vibrant leader with a resourceful and analytical mind who displays an enthusiasm for music and builds deep relationships within the community. As a goal-setter, they will ideate innovative ways to attract former and new audience members to the RSO to augment its role in the greater community and artistic landscape of Richardson, Texas.

Other key competencies include:
• Creativity, Innovation, and Goal Orientation – The vitality to create new approaches, designs, processes, technologies, and/or systems to achieve the desired result, using analytics and metrics to measure progress.
• Planning and Organizing, Time and Priority Management – The ability to organize a variety of projects simultaneously, while prioritizing tasks.
• Customer Focus and Futuristic Thinking – The flexibility to work with a broad range of customers and stakeholders, improving the patron experience at the symphony, and setting goals for projects that have not yet been actualized.
• Self-Starting – The capability to demonstrate initiative in defining, analyzing, and diagnosing key components of audience engagement and development.

Qualifications
The successful candidate will have a bachelor’s degree or higher from a four-year college or university and a minimum of four years of marketing experience in the performing arts sector. Audience development experience and a record of success will be required. Experience with ticketing databases such as Salesforce or Tessitura would be preferred. The preferred candidate must have the ability to communicate subscription offers and benefits in a clear, concise, and appealing manner, as well as communicate research findings and make recommendations to management summaries. The aptitude to budget and forecast with accuracy and to calculate figures and amounts such as discounts, percentages, etc. is necessary for this role, as well as extensive Excel spreadsheet experience, including the ability to use graphs and charts effectively, working knowledge of Microsoft Office software and the ability to quickly learn and use new software. The selected professional for this position will have enthusiasm, joyful experimentation, and success in growing the audience for a performing arts organization, or comparable institution.

Compensation and Benefits
The Richardson Symphony Orchestra provides a competitive and equitable compensation package in the range of $70,000 to $75,000, with benefits that include a healthcare stipend, paid time off, and holidays.

Application Instructions

Applications and Inquiries
To submit a cover letter and resume with a summary of demonstrable accomplishments (electronic submissions preferred), please visit https://artsconsulting.com/opensearches/richardson-symphony-orchestra-seeks-director-of-audience-development/. For questions or general inquiries about this job opportunity, please contact:

Josyanne Roche, Vice President
324 South Wilmington Street, Suite 252
Raleigh, NC 27601-1847
Tel (888) 234.4236 Ext. 245
Email RSOAudienceDevelopment@ArtsConsulting.com

Consistent with a belief in the power of music and their mission, they believe that music is something that should be available and accessible to everyone. Therefore, the Richardson Symphony Orchestra pledges a commitment to diversity, equity, and inclusion. This commitment is a crucial aspect of their mission, not a mere gesture. Their efforts to this end are reflected throughout the organization, ensuring that the RSO is representative of and accessible to the entire community.