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BEHIND THE MAGIC, THE 2007 APASO CONFERENCE WAS HELD IN ORLANDO FLORIDA MARCH 14-MARCH 16, 2007

Wednesday, March 14

Pre-Conference

7:00am FITNESS WAKE-UP
Meet in the Lexington Hotel (Lobby)
Join Terry Olson for a three-mile leisurely jog around Lake Eola and Orlando's famed 1950's water fountain.

8:00 - 8:45am Guides in Hotel Lobby for Three (3) Block Walk to Bob Carr

8:15 - 9:00am BREAKFAST at Bob Carr Performing Arts Centre (Rehearsal Room)
(407) 849-2577 - 401 W. Livingston Street, Orlando, FL 32801
http://www.orlandocentroplex.com/
Courtesy of: Croissant Chateau Orlando
Freshly baked breakfast sandwiches and samplers

9:00am - 1:00pm MAGIC IN YOUR LIFE AND FOR YOUR STRATEGY

Spend a day with international strategic-planning and team-building consultant, Steve Miller, exploring ways to connect your essential personality and personhood to your work and the decisions you make on a daily basis. When we connect to our work at a fundamental level we feel the "magic". One of those magical moments is often the reason we are in this field of service. As the environment of our work changes and challenges, we need tools to embrace those changes and to make decisions that engage us in our most dynamic ways. www.bconnetwork.com (See "Human Element")

1:00 - 2:00pm LUNCH
(Bob Carr Patrons Lobby)
Provided by: Pancho's Spanish Bakery
Cuban and Latin inspired foods and delicacies.

2:00 - 5:00pm MAGIC IN YOUR LIFE AND FOR YOUR STRATEGY (Continued)

6:00pm BUSES - Leave for Reception from Lexington Hotel (Main Entrance)
(407) 843-8700 - 304 W. Colonial Drive, Orlando, FL 32801
http://www.lexingtonorlando.com/

6:15 - 8:00 pm RECEPTION at Pulse Nightclub
(407) 649-3888 - 1912 S. Orange Avenue, Orlando, FL 32806
www.pulseOrlando.com
A new night club owned by the Florida Theatrical Association's, Ron Legler, which uses state of the art digital sound and intelligent lighting to create jaw dropping special effects and a clean, crisp sound found only in world class nightclubs. The décor highlights the creative talents of Blu World special effects.

Catering by: Good 2Go Gourmet
Hors d'oeuvres galore

8:00pm VAN - LEAVES FOR LA NOUBA
BUS - RETURNS TO HOTEL

9:00pm CIRQUE DU SOLEIL'S LA NOUBA - Ticketed Event
Hop on a chartered bus with other APASO attendees and head to world-renowned Cirque du Soleil's La Nouba at Downtown Disney in the only freestanding circus building custom built for a circus show in North America in the past 200 years - "The building is part of the show!"

The show name La Nouba originates from the French phrase "faire la nouba," which means to party, or to live it up. This creation is an unforgettable journey through our universe-at once threatening and exhilarating, frightening and familiar. La Nouba is the story of all stories, the site of all mysteries, where dreams and nightmares sleep side by side. La Nouba is memory, individual and universal. It beckons to us, challenges us to uncover passions we thought we'd lost long ago. Here, anything is possible.

La Nouba features two groups of characters. Throughout the show, the magic and fantasy of the colorful Cirques (circus people) clash with the monochromatic world of the Urbains (urbanites). But as in fables, it is not so much this contrast as the interplay between the two groups that sparks our curiosity and feeds our imagination.

From this encounter is born fear and ecstasy. From this encounter is born La Nouba. http://www.cirquedusoleil.com/

10:30pm VAN - RETURNS TO HOTEL

10:00pm - 1:00am HOSPITALITY SUITE at Lexington Hotel (Rooms 201 & 203)
(407) 843-8700 - 304 W. Colonial Drive, Orlando, FL 32801
http://www.lexingtonorlando.com/ Enjoy a beer, glass of wine…drinks, munchies and relaxing conversations with your colleagues.

Thursday, March 15

8:00 - 9:00am BREAKFAST
Lexington Hotel (1st Floor Breakfast Nook)
(407) 843-8700 - 304 W. Colonial Drive, Orlando, FL 32801
http://www.lexingtonorlando.com/

9:00am WELCOME - Jim Morris & Terry Olson at CityArts Factory (2nd Floor Assembly Room)
(407) 648-7060 - 29 South Orange Avenue, Orlando, FL 32801
http://www.downtownartsdistrict.com/

9:15 - 10:45am GETTING TO KNOW EACH OTHER AND THE FIELD
Before the conference, attendees will be sent a brief overview of each organization that will be in attendance. People attending for the first time will be greeted by an APASO "veteran". In order of their organization's founding, each group will have 4 minutes to introduce themselves and share their greatest joy and frustration during the past year. Basic information about the organization's size and programs will be available in the companion directory. Although each person at the conference should briefly introduce himself or herself, one representative from the organization should serve as the spokesperson.

10:45 - 11:00am BREAK

11:00am - 12:00pm GETTING TO KNOW EACH OTHER AND THE FIELD (continued)

12:00 - 1:00pm LUNCH
Heritage Square (Picnic/Grass Area)
Central Avenue & Court Street
(407) 245-8088 // 407-243-9140

1:00 - 2:15pm AFFINITY GROUPS
at CityArts Factory
(407) 648-7060 - 29 South Orange Avenue, Orlando, FL 32801
http://www.downtownartsdistrict.com/
Meet colleagues who work in one of the following areas and discuss the Hot Topics that are important to us in these areas of service:
Executive Directors: Facilitator Terence McFarland, ED LA Stage Alliance (CityArts Factory - 2nd Floor Assembly Room)

Marketing: Jessica Maruko Omura, Central Florida Performing Arts Alliance (CityArts Factory - 1st Floor Studio, A)

Membership Services: Jessyca Holland, Member Services Manager, Atlanta Performs (CityArts Factory - 1st Floor Studio B)

Ticketing, Joe Donlavey, Director of Ticketing, ArtsBoston and Cara Chrisman, Deputy Director, Theatre Bay Area (CityArts Factory - Budweiser Lounge)

2:15 - 2:30pm Walk Two (2) Blocks to Mad Cow Theatre at Mad Cow Theatre
(407) 297-8788- 105 S. Magnolia Avenue, Orlando, FL 32801
http://www.madcowtheatre.com/

2:30 - 3:30pm Session Choices A & B

Session A: THE USE OF FREE PROMOTIONS IN ATTRACTING NEW AUDIENCES
in Stage Left Theatre

Panel format: Panelists
Phillip Matthews, Director of Communications, Theatre Communications Group - national Free Night of Theater program (national program with several cities participating across the country)
Autumn Schaefer, Communications Manager, United Arts of Central Florida - representing Central Florida's ArtsFest (10-day all free, all arts in four counties)

Robert Carr, Manager of Programs and Services, New Jersey Theatre Alliance - representing New Jersey's Family Week (free and discounted week targeted to families to attend theatre).

Topics for panel:
What are the promotional opportunities?
Are new audiences attracted?
Do they convert to ticket buyers?
What are elements that make free promotions most effective for developing new ticket buyers?
How does one join Free Night of Theatre?

OR

Session B: MEMBER ENGAGEMENT
in Stage Theatre

Catherine Peterson, Executive Director, ArtsBoston
John McEwen, Executive Director, New Jersey Theatre Alliance
A discussion on methods, tactics and programs to continually engage membership in a meaningful way. How do we serve by leading our constituents? How do we practically keep members active and working together?

3:30pm Walk across the street to the Gallery at Avalon Island
at Gallery at Avalon Island
(407) 523-6700 - 39 S. Magnolia Avenue, Orlando, FL 32801
Snacks by: Fifi's Patisserie
Homemade chips, veggies and dip.

3:45 - 4:45pm Session Choices A & B
Session A: SPOTLIGHT ON CUSTOMER SERVICE
in Avalon Theater (2nd Floor)
Gene Columbus, Manager of Creative Entertainment with a life-long career with Walt Disney asks us to assess our own leadership and how we must model successfully the traits that will lead to success for our organization, covering the following topics:
Using the "Show Business" approach to producing results
From concept development to the curtain call and all points in between
Using examples from Walt Disney World and the Ritz-Carlton
Focus is on quality service and products
Establishing a comment goal for all employees - from entry level to CEO
Rehearsal/practices to ensure positive results
Turning your customers into your marketing representatives by having them sell your company to others because of great service.
Making all that are in contact feel the customer commitment including vendors
OR
Session B: WEB 2.0 AND EMAIL MARKETING
in Gallery
Joe Winter, IT Manager, Atlanta Coalition of Performing Arts
Ed Sengstack, Director, Artsopolis

The panelists will lead a discussion on how Web 2.0 social web communications and email marketing can leverage your communications for new audiences. The discussion will be about how these two critical components are becoming dynamic means to segment audiences and deliver the right message. How can we elevate our constituents to take advantage of these technologies? This will not be a technical presentation, but more of top line discussion about application.

5:00 - 5:45pm FREE NIGHT EVALUATION
In Avalon Theater (2nd Floor)
Phillip Matthews, Director of Communications, Theatre Communications Group
For those who participated in Free Night of Theatre last year: A chance to discuss suggestions for improvement and to evaluate the most effective ways for this national promotion to continue and to be successful.

6:00 - 8:00pm RECEPTION at Orlando Marriott Downtown
at Orlando Marriott Downtown (Ballroom C)
(407) 843-6664 - 400 W. Livingston Street, Orlando, FL 32801
http://www.orlandomarriottdowntown.com/

8:00pm - On FREE NIGHT ON THE TOWN
(Free ticket sign-up sheets available during the day)

10:00pm - 1:00am HOSPITALITY SUITE
at Lexington Hotel (Rooms 201 & 203)
(407) 843-8700 - 304 W. Colonial Drive, Orlando, FL 32801
http://www.lexingtonorlando.com/
Explore issues one-on-one or just relax while getting to know other APASO colleagues. You never know what might come up.

Saturday, March 17

Post-Conference
9:00am - 9:00pm DISNEY DAY
Vans leave from Lexington Hotel for a day of "play" at Walt Disney World. Juice, coffee and danishes will be available on the van ride. The trip will include a private V.I.P dessert/coffee bar lakeside during the fireworks at Epcot Center hosted by Shannon McAleavey, V.P. of Government Relations for Walt Disney World. The "Park Hopper" pass provided allows you to hop from park to park during the day. Stay all day in one of the parks or explore all four - free Walt Disney World transportation connects all four: The Magic Kingdom, Epcot Center, Disney-MGM Studios, and Disney's Animal Kingdom Park. The V.I.P reception at 8:30pm will feature the Epcot fireworks finale viewed from the V.K. Pavilion Pub Terrace (wrist band required). www.DisneyParks.com