2021 Arts Marketing Trends to Watch

Recorded On: 01/26/2021


About the Coffee Chat 

January 26th at 3:00PM ET

In this coffee chat, Tom O’Connor and Rochelle Torres will unpack the opportunities, challenges, and realities facing arts marketers in 2021. They will explore a wide range of topics, from digital content and promotion of virtual offerings, to the roles arts marketers play in the systemic change needed in our time. Following their discussion, participants will move to breakout groups to discuss their goals and barriers, and discuss their best next step for meeting the moment at their organization.

About the Arts Marketing Coffee Chat Series

Grapeseed Media and the National Arts Marketing Project, a program of Americans for the Arts, are excited to bring you a bi-monthly series of informal discussions about arts marketing. These bi-monthly "Coffee Chats" for Marketing Directors are your opportunity to hear from arts and culture leaders who are marketing the arts in transformative and extraordinary ways to better inform your practice.

Thank you to Grapeseed Media for their support of this series.


Tom O'Connor


Tom O’Connor Consulting Group

TomO'Connor is a New York-based consultant and coach with experience spanningtheatre (Broadway, Off-Broadway, and regional), music, opera, dance, visualart, multi-disciplinary performing arts centers, and museums. He founded TOCGin 2015 with a focus on strategic advisory, coaching, and assessment services,as well as marketing leadership recruitment. This work has since supportedorganizations across a wide range of genres, locations, and budget categories.Beyond his marketing and audience development focus, he is also trained as asocial worker, and utilizes a consulting philosophy that is based equally inhealthy systems of human collaboration and community as it is in sound andefficacious business practice. Tom also serves on the faculty of the YaleSchool of Drama’s graduate Theater Management program.

Rochelle Torres

Director of Marketing, Communications & Engagement

Signature Theatre

Rochelle Torres is the Director of Marketing, Communications & Engagement at Signature Theatre in New York City where she leads the marketing and audience services teams, and has most recently been working on communications on anti-racism and accountability for the institution. Previously at Playwrights Horizons she helped shepherd the organization through a rebrand, build digital communication strategy, and lead audience initiatives increasing young audience engagement tenfold. She's a Filipino-American Las Vegas native and a graduate of the University of Evansville Theatre Management program.

Jordan Sanford

Director of Recruitment & Professional Development

Tom O’Connor Consulting Group

JordanSanford is an Atlanta-based recruitment professional and program manager withexperience spanning non-profit arts administration, higher educationrecruitment, outreach program development, visual arts, as well as traditionaland experimental theater. For nearly a decade Jordan has been focused onhelping emerging creatives forge paths toward successful careers. His mostrecent position was Director of Artistic Advancement at The Art Effect, ayouth-serving Non-Profit Arts & Media Education organization in New York’sHudson Valley. There he managed the marketing and implementation of year-roundvisual arts portfolio development programs and a Heckscher Foundation-fundedpost-secondary pathway program for students from diverse backgrounds. 

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2021 Arts Marketing Trends to Watch (Closed Captions)
Live event: 01/26/2021 at 3:00 PM (EST) You must register to access.
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