Building Audiences for Dance: Lessons on Using Market Research to Expand Audiences


Thursday, June 8 | 2:15pm – 3pm


Andrea Lodico Welshons (Moderator)

Andrea Lodico Welshons is currently the executive director of KEIGWIN + COMPANY (K+C), having joined the company in 2008 as its first full-time administrative staff member. Since the start of her tenure, Andrea has distinguished herself as a leader in the field – her creative and strategic vision and commitment to collaboration and innovation have helped shepherd K+C from an emerging organization, now sharing Larry Keigwin’s artistic mission across platforms and continents. She has established K+C’s strong reputation for inventive content creation and digital marketing efforts, managed sold-out seasons at The Joyce Theater; expanded the company’s fundraising efforts; overseen K+C’s 10th Anniversary Season, for which she secured major capacity-building support from the Rockefeller Brothers Fund; and most recently, coordinated the company’s DanceMotion USA tour, managing a range of cultural exchange activities and performances in Cote d’Ivoire, Ethiopia, and Tunisia. Andrea has been featured on panels at Capacity Interactive’s Digital Bootcamp, Dance/USA’s annual conferences, Dance/NYC’s Town Halls, and more, discussing a myriad of topics from digital fundraising to Board development to online audience engagement to branding. She was selected to serve as a mentor through Dance/USA's Institute for Leadership Training in both 2014 and 2015 and was a member of Dance/USA’s Board of Trustees and Chair of the Managers Council of organizations with budgets $750K and below from 2013-2016. Andrea was first introduced to the world of dance administration in 2003 with an internship at the Paul Taylor Dance Company. She graduated Summa Cum Laude with a B.A. from Connecticut College in 2004, where she danced with choreographers including Dan Wagoner, David Dorfman, Jeremy Nelson, and Heidi Henderson. Prior to joining KEIGWIN + COMPANY, Welshons worked in development at New York City Center, the Paul Taylor Dance Company, and City Parks Foundation.

Andrea is a registered yoga teacher having received her certification in 2014 at mang’oh Yoga in New York, NY. She found yoga through dance, beginning a new journey of movement and discovery. Over the past decade, yoga has been a source of joy and calm within the hustle of life in NYC. In her teaching, she hopes to share the passion and peace she feels on the mat and provide students with an environment in which they can find new awareness, presence, and strength. Andrea infuses her classes with playfulness and dynamic, creative sequencing in which students dance and sweat through asana from a strong foundation of alignment. A vigorous and accessible practice works to enhance cardiovascular activity while encouraging mindfulness of breathing and somatic awareness. Andrea is currently completing her 500-hour teacher training at Boston Yoga School in Boston, MA under the mentorship of Ame Wren and Kevin Courtney.



Justin Garlinghouse (Speaker)

Justin Garlinghouse joined the Alvin Ailey Dance Foundation, Inc. in 2002 and has served the organization in a number of roles. He began his development career supporting Ailey’s special events team and raising capital for the construction of the organization’s first permanent home—The Joan Weill Center for Dance—and the creation of its endowment fund. Following, Mr. Garlinghouse managed the Ailey organization’s portfolio of corporate sponsors, two of which were recognized with the Arts & Business Council’s Partnership Award for activations in New York and across the country. As Ailey’s 50th Anniversary approached, Mr. Garlinghouse was charged with overseeing the coordination and implementation of 18 months of Anniversary activities organization-wide, including commercial partnerships, alumni events, an organizational film, a video art installation, government relations, and free performances and dance classes throughout New York City. Following the conclusion of Ailey’s 50th Anniversary celebration in 2009, Mr. Garlinghouse left the organization to produce events for the Hetrick-Martin Institute, Whitney Museum of American Art, and Bruce Wasserstein estate. He returned to Alvin Ailey Dance Foundation in 2010 as Director of Special Events & Development Initiatives. As head of Ailey’s special events team, Mr. Garlinghouse was responsible for raising more than a quarter of the Ailey organization’s annual contributed income each year, overseeing three annual fundraising galas, as well as cultivation and stewardship events across the United States; São Paolo, Brazil; and Buenos Aires, Argentina. In June 2015, Mr. Garlinghouse transitioned to institutional giving where he now leads a team of corporate, foundation, and government fundraisers as Director of Institutional Giving & Development Operations.

Mr. Garlinghouse is a graduate of Ithaca College and holds a Bachelor of Science Degree in Theater Arts Management.



Lia Chiarelli (Speaker)

Lia Chiarelli has spent her career marketing her favorite arts organization—Pacific Northwest Ballet. She was promoted to Director of Marketing and Communications in 2014 after serving the company as Associate Director of Marketing for ten years. Lia and her team are responsible for achieving and exceeding subscription, Nutcracker, and single ticket revenues of $12+ million annually. Her areas of expertise include: earned revenue optimization, comprehensive advertising and promotional campaigns, social media, and building great teams. As the lead on PNB’s Wallace Foundation Building Audiences for Sustainability grant, she manages a multi-year effort to grown and retain audiences ages 25-40 through two distinct efforts: a free outdoor performance featuring dancers and choreographers from PNB and beyond, and a multi-layered marketing campaign encouraging new and repeat buyers in the target age group. A Seattle native, Lia has a degree from the University of Washington and speaks on a variety of arts marketing topics including ticketing, social media, and arts administration. She is proud to serve on PNB’s Racial Equity Committee, is a co-chair of the local Market the Arts Task Force, and a steering committee member on the Cultural Resource Collective.