The Business Behind the Curtain

A 3-Part Professional Series for Performing Arts Leaders

Step beyond the spotlight and explore the strategies that power great performances from the inside out. The Business Behind the Curtain is a three-part professional development series designed for presenters, agents, and arts leaders who want to strengthen their business acumen without losing their creative edge. From pricing and marketing to culture and leadership, each session offers practical tools, real-world insights, and inspiration to help your organization thrive—on stage and off.

This inaugural program is led by Jacob Deaton (GPG Touring, Atlanta) and Justin Dionne (Cain Center for the Arts, NC) — two leaders bringing distinct and valuable perspectives from across the industry.

Thursday, February 19th @ 2pm

Behind every sold-out show is a pricing strategy that works. In this session, explore how ticket prices are set, what dynamic pricing really means, and how presenters, agents, and audiences each influence the value conversation. Learn how to balance accessibility with profitability, leverage demand-driven pricing models, and make data-informed decisions that keep your performances sustainable and your seats full.

Thursday, March 12th @ 2pm

Marketing isn’t just about selling tickets—it’s about telling your story in ways that connect and convert. This session explores the digital tools and tactics performing arts leaders can use to maximize visibility and impact. Discover who should invest in paid campaigns, how to stretch your marketing dollars, and how to craft authentic messages that resonate with your audiences. Leave with strategies to boost engagement, grow your fan base, and fill every seat.

Thursday, April 23rd @ 2pm

The strongest performances start behind the curtain—with people, culture, and clarity. This session explores the organizational and HR practices that drive long-term success in the performing arts. From fair compensation and benefits to inclusive leadership and effective policies, learn how to foster a workplace where creativity and collaboration thrive. Strengthen your internal foundation so your team—and your art—can shine at their best.