Arts Marketing & Cultural Philanthropy: Leveraging Culture to Solidify Brand Identity, Customer Desire, and Loyalty - Sept 18th
The Luxury Marketing Council - New York Chapter - Upcoming Event
Date: Tuesday, September 18th, 2007
Time: 6:00pm-8:00pm
Location: Astor Center
399 Lafayette Street at East 4th.
Enter through the main doors and turn right.
Please RSVP by Friday September 14th to rsvp@luxurycouncil.com
In the event that your plans change, we'd be most appreciative of the courtesy of a cancellation.
Arts Marketing and Cultural Philanthropy: Leveraging Culture to Solidify Brand Identity & Customer Desire and Loyalty
The Luxury Marketing Council continues its series on the Intersection between Luxury, Culture, the Arts & Philanthropy
Pre-Panel performance featuring members of Shakespeare Theatre Company – Washington D.C.
In 2 short classic scenes by Shakespeare
With introduction by Michael Kahn: Artistic Director, Shakespeare Theatre Company
Generously hosted and sponsored by: Astor Center
Panelists:
• Jennifer Goodale, Vice President, Contributions - Altria Corporate Services Inc.
• Daniel J. Osheyack, Vice President, Philanthropic Initiatives - Time Warner Inc.
• Dwight Tom, Founder & Chief Strategy Office - Astor Center
• Peter B. Carzasty, Founder & Principal - Geah, Ltd.
Moderator:
• Greg Furman, Chairman and Founder - The Luxury Marketing Council
For those who might have missed part I of the series conducted in March at the Joan Weill Center for Dance in the Alvin Ailey American Dance Theater we continue the dialogue featuring fellow LMC member, The Shakespeare Theatre Company, from Washington DC.
Corporate sponsorships of cultural events and institutions are not unusual for high end luxury products and services; but increasingly there has been a shift in their use. The tide has moved from purely philanthropic means of support to one that compliments - in some cases drives - a marketing, brand, or public relations agenda often tied to bottom-line results.
While philanthropic sponsorships still continue to be a means of underscoring corporate principles, the increase in “arts marketing” is a growing area where corporate objectives can achieved. Declining budget allocations for traditional advertising vehicles –print and broadcast – have given rise to the demand for creating intelligent partnerships, programs and alliances designed to solidify brand identity and increase the loyalty of best customers. Our panel of experts – those who have worked in both corporate and non-profit cultural arenas — have been part of some of the most innovative and organic programs and approaches of leveraging the arts for brand support and awareness.
The evening promises to be a lively and informative exchange of some key guidelines as well as case studies of philanthropic and arts marketing initiatives that demonstrate how carefully crafted and well executed cultural alliances can achieve a seamless and organic partnership with mutually beneficial results.
About Jennifer P. Goodale
Jennifer P. Goodale serves as Vice President of Contributions at Altria Corporate Services, Inc. Ms. Goodale directs Altria Group, Inc.’s worldwide philanthropic programs in hunger relief, domestic violence prevention, the arts, HIV AIDS, humanitarian aid and employee programs. She is responsible for the programs’ strategies, sponsorship initiatives, public relations and marketing. Ms. Goodale works in partnership with leaders in the not-for-profit community to identify and address society’s pressing needs. Altria has been a leading supporter of the arts in the United States and abroad for almost 50 years, and is one of the largest corporate funders in the fight against hunger and domestic violence prevention. Previously, Ms. Goodale served as Director of Contributions. She has also held a variety of other positions in the Contributions department since she joined the company in 1986. Prior to joining the company, Ms. Goodale worked in public relations for Van Mosman Merchandising.
Ms. Goodale grew up in London, England, and moved to the United States in 1976. She graduated from the Taft School, and then Barnard College, Columbia University. Ms. Goodale serves on the boards of Dance Theatre Workshop, God’s Love We Deliver, Mount Sinai’s Sexual Assault and Violence Intervention program (SAVI), Mark Morris Dance Group and The National Corporate Theatre Fund. She is a member of the Conference Board’s Contributions Council; New York Grantmakers in the Arts and the Arts and Business Council of NY. She lives in New York City with her husband, Mark Russell, and their four year old son. The Altria family of companies is the world’s largest producer and marketer of consumer packaged goods. Altria Group Inc. is the parent company of Philip Morris International Inc. and Philip Morris USA.
About Daniel J. Osheyack
Daniel J. Osheyack is responsible for overseeing Time Warner’s grant-making in education and the arts, and the positioning and communication of the company’s philanthropic efforts to a variety of constituents. Mr. Osheyack assumed this position at Time Warner in December of 2004, from his previous role at PEOPLE, where he was associate publisher, responsible for the strategic marketing, brand promotion, event programming, and advertising sales development of the magazine. He helped manage the launch of PEOPLE’s “Digital Heroes Campaign,” an online mentoring program that pairs celebrities and prominent leaders with under-served teens to focus attention on the need for mentoring our nation’s youth. He also oversaw PEOPLE’s relationships with the American Foundation for AIDS Research (AmfAR), the Screen Actor’s Guild Foundation, the Michael J. Fox Foundation for Parkinson’s Research, the Pediatric AIDS Foundation, and the Entertainment Industry Foundation.
Prior to PEOPLE, Mr. Osheyack worked at Entertainment Weekly where, as a member of the EW launch team, he oversaw the magazine’s marketing and promotion efforts. During EW’s first year of publication, Mr. Osheyack established unprecedented marketing relationships with a number of AIDS organization, which resulted in the generation of much needed funds and awareness for each, while positively positioning the magazine and its advertisers as supporters in the fight against AIDS. Mr. Osheyack served on the board of The Gay & Lesbian Alliance Against Defamation (GLAAD) for two years. He was a founding co-chair of Out@Timeinc and now sits on the organization's management council. He is currently a member of the AmfAR Board Committee on Marketing and Communications. A Graduate of SUNY at Cortland with a BA in speech-communications, Mr. Osheyack received an MA in Journalism from the University of Missouri.
About Peter B. Carzasty
Peter B. Carzasty, Founder & Principal, Geah, Ltd. – Consultant for Corporate/Cultural Strategic Alliances and Partnerships (formerly Vice President of the Kreisberg Group and Senior Vice President of Cohn Davis Associates). He also currently serves as VP of Business Development of Virtual Table ™ - The Social Giving Network™ which engages the “new philanthropist” for an innovative web-based micro-donation service for the luxury, corporate and cultural industries. For six years, Peter was Director of Publicity and Public Relations for the Brooklyn Academy of Music. He has been a consultant to more than 50 arts organizations and corporations in the areas of the performing & visual arts, architecture & design, and has overseen the planning and implementation of the communications and media relations launch for more than 19 cultural programs and new building facilities nationally and internationally. Peter, a brand steward, adopts a holistic systems approach to the creation and implementation of various cross-promotional events and alliances, with the expressed goal of creating positive public exposure and recognition.
He has worked with Jaguar, Steuben, Giorgio Beverly Hills, Mattel, Inc. and Warner Bros. in designing cultural programs and partnerships. He was part of the team responsible for the development of The Rolex Mentor and Protégé Arts Initiative and the campaign for the $130 million divesture of Sarah Lee’s corporate art collection - Sara Lee Corporation’s Millennium Gift to America — a program which received a National Metal of Arts Award from President Bill Clinton. He was the co-creator of "Arts Day U.S.A" involving 45 arts organizations nationwide, campaigning for Senate approval of the reauthorization of the National Endowment for the Arts. A published writer, he is profiled in the 2008 release of Managing the Creative Process: The Performing Arts Management Guide Book. He has served on the board of directors of Danspace Project in Manhattan for eight years, co-chairing its annual fundraising gala five times and is a pro-bono advisor to a select group of cultural organizations. He holds a MFA degree from the City College of New York/Brooklyn College and a BFA from Emerson College in Boston.
About Dwight Tom
Dwight Tom has been appointed to the NRF’s advisory board and was a featured speaker of the NRF’s executive lecture series programs in April of 2004. Dwight’s vast experience in national and global retail developments, through various roles in senior management positions, provides a very wide and deep understanding of retail impact through consumer behavior and operations management.
Dwight started his retail career as a young entrepreneur during his college years at Boston University. While studying to be a physical therapist, he embarked on a vision to provide quality restaurant meals to residential/commercial addresses through out the Boston marketplace. After 3 years of developing this business, the business model propagated into a multitude of revenue models that lead to the desire to expand on a national scope. During this endeavor the business was sold to ARAMARK International. While retired, at a very young age, Dwight’s SBA mentor led him to joining the start-up organization of Staples Inc. From retail store operations, merchandising and eventually to growth & strategy, Dwight spearheaded a multitude of senior management roles during his 7 year career at Staples Inc, the company’s most electric growth stage.
Once again retiring from the industry, Dwight found himself approached with a new “cool idea” to re-brand and develop a national expansion of a vertically integrated children’s wear retail model. Within 2 years The Children’s Place was set on a path to become the next thousand store chain with a uniquely defined proposition to mass America.
Dwight’s retail career continued with an assignment to realign and rebuild the L’Occitane En Provence retail chain in the United States. With his three year turn around plan, the L’Occitane business became one of the most profitable cosmetic/bath/body operations in the United States.
Today, Dwight sits on various board appointments, in the retail market, and spends his time with research and analytical development on consumerism in the United States. His depth of work involves a series of published whitepapers and lectures in the US, which focus on consumer segmentation, marketing, operations and corporate strategy.
About Shakespeare Theatre Company
Since its founding in 1985, the Shakespeare Theatre Company’s innovative approach to Shakespeare and other classic playwrights has earned it the reputation as the nation’s premier classical theatre company. By focusing on works with profound themes, complex characters and poetic language written by Shakespeare, his contemporaries and the playwrights he influenced, the Company’s artistic mission is unique among theatre companies: to provide vital, groundbreaking, thought-provoking, vibrant and eminently accessible theatre in a uniquely American style. With the formation of the Harman Center for the Arts (opening in October 2007) which includes the new Sidney Harman Hall and the existing Lansburgh Theatre - the Shakespeare Theatre Company has become a national destination theatre offering a broad range of works to audiences in the greater-Washington area and across the nation. Michael Kahn, Artistic Director for the Shakespeare Theatre Company and the Harman Center for the Arts, has led the organization for 21 years, establishing the company as “the nation’s foremost Shakespeare company” (The Wall Street Journal) and “the best classical theatre in the country, bar none” (The Christian Science Monitor).
About Astor Center
Astor Center is a real estate project that encapsulates a pursuit of excellence in wine and food experiences for the connoisseur consumer. From facilities such as a 16 person enthusiast’s kitchen, a 36 seat luxury and high tech stadium class room for wine and food appreciation to a gallery dedicated to the excellence of wine making, Astor Center is a state-of-the-art venue for the study of connoisseurship, comprising several intimate, special-purpose environments: the Classroom, the Kitchen and the Gallery.
The Classroom and the Kitchen will be led by experts in the top echelons of the food and wine industries. Chefs, critics and tastemakers will teach seminars and lead demonstrations on the production and appreciation of great food and wine – right in the heart of the greatest food city in the world.
The Gallery: The founders of Astor Center believe in supporting the community that has made our existence possible. With this in mind, the Gallery was built to showcase the history and beauty of the DeVinne press building, a New York City landmark. On September 18th, members and friends of The Luxury Marketing Council will be privileged to see an excerpt from the Shakespeare Theatre's impressive repertoire in this spectacular space.