I’ve developed successful marketing/sales initiatives for Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil, the Music Center of Los Angeles, Center Theatre Group, Blue Man Productions, Broadway’s Nederlander Organization and for numerous Broadway shows, performing arts presenters and nonprofit arts organizations across the US. I also have an academic background in persuasion theory, which is what led me to write this blog and book.
Finding, attracting and serving new audiences is easy. The hardest part is changing entrenched attitudes and replacing outdated arts industry traditions with productive new strategies. Throughout my career I’ve proved that productive change is possible and that new audiences can be acquired without having to sacrifice the integrity of the art we make and sell.
If your organization is looking for ways to attract new, avid, diverse audiences and earn sustaining revenue without spending more marketing dollars, I will do three specific things to help:
- Audit your communications practices
- Recommend simple, inexpensive professional upgrades
- Train personnel to implement and sustain productive changes
If you want to improve marketing results and you’re willing to make reasonable, measured changes, I will deliver significant increases in participation and earned revenue.
I also speak at various trade gatherings and events about arts & audiences. To learn more about the services I offer, click here.
Music Center of Los Angeles
Cirque du Soleil
Center Theatre Group
Theatre Direct International
Blue Man Productions
Disney Theatrical Productions
Dance at the Music Center
Peek Marketing Alliance
Autry National Center
ChinUS Cultural Productions
Trevor O’Donnell has developed marketing and/or sales initiatives for Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil, the Music Center of Los Angeles, Center Theatre Group, Symphony Space, Blue Man Productions, Broadway’s Nederlander Organization, The Autry Museum, Goldstar and for numerous Broadway shows and arts organizations across the US. An internationally known authority on brand activation, cultural tourism and strategic planning for marketing and sales, Trevor specializes in the development of new audiences, new messaging models and new sources of earned revenue for fine arts, performing arts and stage entertainment.
On Broadway, Trevor developed innovative marketing and sales initiatives for Theatre Direct International/Broadway.com, an agency created by producer Cameron Mackintosh (The Phantom of the Opera, Cats, Les Misérables, etc.) to sell New York and London theatre to domestic and international tourism markets. Together with sales guru Bob Hofmann, he developed and managed a groundbreaking Broadway marketing cooperative that carried the New York theatre message to audiences worldwide.
At Nederlander, Trevor rebuilt and expanded sales operations in New York and Los Angeles, and developed sales synergies among Nederlander operations in ten US cities. His work resulted in unprecedented profitability for the company’s sales division and record sales for the two-year run of Wicked at Hollywood’s historic Pantages Theatre.
For Disney Theatrical Productions, Trevor oversaw marketing for the Company’s long-running Los Angeles production of The Lion King. The show sold more tickets than any production in the Pantages Theatre’s history, made unprecedented inroads into African-American, Latino and Asian markets, introduced numerous innovations in tourism and business-to-business sales, developed groundbreaking online initiatives and forged unprecedented synergies between the show and its numerous community partners.
Before joining Disney, Trevor developed sales initiatives for L.A.’s Center Theatre Group at the Ahmanson Theatre and Mark Taper Forum. He also worked with the Music Center of Los Angeles on the launch of the Center’s first joint destination marketing campaigns, and with the Music Center’s dance presenting arm, “Dance at the Music Center,” marketing the world’s leading dance companies including American Ballet Theatre, Alvin Ailey and the Bolshoi Ballet at the Dorothy Chandler Pavilion.
Author of the book “Marketing the Arts to Death: How Lazy Language is Killing Culture,” Trevor is a graduate of Emerson College (BS) and Bowling Green State University (MA). He has extensive experience with marketing and communications for non-profit arts and cultural organizations and has held marketing posts at a variety of producing theatres and arts centers including Manhattan Theatre Club, Symphony Space, the New Brunswick Cultural Center, Mattress Factory (art museum) and Pittsburgh Public Theatre.
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