Page 18 - July 2018 inLeague with Conference Program

Tuesday, July 17, 2018

All events at the Sheraton Austin Hotel at the Capitol
on the Lobby Level unless otherwise noted
The Melba Theater Hosts ‘A Very Melba 2018 EDUCATION PROGRAMS
Christmas’ with Tremendous Success
(Creekside I, 2nd Floor) Official
Conference
The Melba Theater is located in Batesville, AR, which Education
has a population of 10,200. In December 2017, we Sponsor
brought 20,000 people into our 400-seat theatre to
see free classic Christmas movies. People are looking face; how to look at what still holds women back from
for a movie experience to remember. We figured out leadership roles– fear, work/life balance and insecurity
that, when you create a sense of community, people -- and how both men and women can combat them
come back for more. When people clap at the end in a positive way; and how to deal with sexism and
of the movie, you know you’ve done something right. gender bias in a professional setting.
People are also looking for something different. We
added snow machines to the exterior of the Melba. Presenter: Lynne King Smith, CEO, TicketForce, Mesa,
People were in awe as they exited the theatre to AZ
find snow falling around the neon marquee. We
also have Christmas sing-alongs before each movie. “Two-for-One” Marketing Session
During this session, we’ll show a five-minute video that (Creekside II, 2nd Floor)
outlines the success of the series and share how it (Each of these two sessions will only be 30 mins
was planned, how we fundraised, how social media long; the second session will begin immediately
played a key role (and what platforms were used), after the first with no break; there will be a joint
and how involving the community made it a series Q&A period at the end.)
that was on the front page of every local newspaper. 1st Half: Maximizing your Customer
Through a mix of handouts and visual presentations, Journey: Before, During and After
the audience will not only leave inspired to host a free
Christmas movie series, they will also see the financial
benefit, including how it plays in their favor at the While each customer’s journey may not directly
concession stand. mirror another’s, there are consistent components
Presenters: Mandi Curtwright, Co-Owner, Adam to how your customers first discover you, then
Curtwright, Co-Owner, Joe Shell, Co-Owner, and interact, and continue their relationship with
Janelle Shell, Co-Owner, Melba Theater, Batesville, AR your organization. This session will be a workshop
focused on what you can do to optimize your
customer touchpoints. During the session, we’ll
Women Who Wow – How to Create, map out points of interaction that your customers
Encourage or Be a Leader Who Sees Beyond most often have with your brand. At the end, you’ll
Gender be armed with a document that you can use
(Capitol Ballroom A-B) to impact these touchpoints and maximize your
With ten thousand cracks in the glass ceiling and message at each one in order to increase ticket
increasing opportunities for women in our industry to sales, loyalty and donations.
lead, the battlefield is sometimes less from the outside Presenter: Kenneth Foster, Account Executive,
and more inside of our minds and mindsets. With Spektrix, New York, NY
more opportunities and the ease of access for some,
what is holding women back? Drawing on a 20-plus 2nd Half: Who’s Sitting in Your Seats?
year career in the ticketing business, Lynne King Smith Leveraging Data in Historic Theatres
invites LHAT attendees to join her for a frank, open,
and honest conversation about what both women
AND men can do to work together to encourage Most theatres only know one-third of the audience
and tap into leadership opportunities; discuss the members sitting in their seats. The other two-thirds
roadblocks that still exist for women; and deal -- or the non-ticket buyers -- remain a mystery. New
responsibly with sexism and other gender bias issues in-venue engagement technologies are changing
that continue to arise. Attendees will leave with these the house map by de-anonymizing audience
takeaways: how to examine the unique challenges members and providing a full, 360-degree view of
and opportunities women in our industry and beyond who sits in your seats on any given night. By linking

PAGE 16 | INLEAGUE League of Historic American Theatres