Shoshana Fanizza has been in arts management for over 13 years and has worked with non-profits for over 18 years. She has been involved in the arts all her life (horn, piano, Thespian, choir, voice and dance lessons, puppets, art and jazz history classes, film enthusiast) and has a background in marketing, sales, public relations, and customer service. Shoshana is the founder of Audience Development Specialists and is the main audience development consultant. She is also the author of the eBook The How of Audience Development for the Arts: Learn the Basics, Create Your Plan. After attending several arts marketing conferences, seminars and workshops, and being a part of the Boulder County Arts Alliance’s 2006 Audience Development Initiative, it has come to her attention that several experts define audience development, but do not show how to implement. She is now rolling up her sleeves to work with artists and arts organizations to design solution based audience development plans and projects.

From 2005-2007, she was the Marketing and PR Director for the Boulder Philharmonic Orchestra. It was at this position that she began using audience development in addition to marketing. During her tenure, Shoshana built relationships and sold out Macky Auditorium’s 2,000+ seat house, and house totals were increased by an average of 25-30% per concert. She developed their volunteer incentive program, expanded the marketing and publicity program, and was a primary team member in their fundraising, special events, and corporate sponsorship program. Some of her other positions have included Founder of the Celebration Brass Quintet in Chicago and Marketing Director of the Chicago Brass Choir. She has been blessed to work with a variety of talented and quality artists/organizations: clients. After working with ADS, all of her clients have enjoyed more positive people energy surrounding their art. On average, Shoshana’s audience development techniques have resulted in a growth rate of 30-50% for audience numbers and monetary support, and she has never left a meeting or phone session without at least one “great idea!”

Shoshana has presented audience development seminars and workshops for the Boulder County Arts Alliance, Portland Piano International, Pro Musica Colorado Chamber Orchestra, and the Tampa-Hillsborough County Public Library System. She has presented at the National Arts Marketing Project Conference in 2011, 2012, and is slated for 2013.

Shoshana has a vision to help the arts by creating and implementing solutions that work. She is an idea person, and her enthusiasm is contagious! She desires to work with artists and arts organizations that are ready for the opportunities that audience development offers.

Are you ready to build a better audience?  Contact us!

11 responses to “About

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  4. I like to notion of audience development. Does it mean that you find the right audience for an art form or do you also educate audience to like new forms of art (e.g turn Justin Bieber fans to like Mozart)…

    • Hi ltgmusic,
      You can actually work both angles, but only if it makes complete sense. I would definitely advocate for finding the right audience for an art form, but I would only spend time and energy educating new groups if they are proven to be a potential maybe or yes for your audience. For example, if you survey the Bieber fans and you find this is not a group that would enjoy Mozart, no matter how you spin it, then I wouldn’t waste my time if that was the case. There is a bit of qualifying to make sure you are spending your time building relationships with the best potential audiences.

  5. Thanks Shoshana, this sounds as a marketing or sales qualification process. Its great you’ve been able to adapt it to art!
    I have my own 2 Green Day/Nirvana fans at home who have a great potential to become Mozart fans as well. I’m still looking for ways…

    • It is similar to marketing/sales, but I find it to be a little more personal too for audience development purposes.

      Good luck with your Green Day/Nirvana fans! Look for similarities.

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