12 Bay Area Arts Organizations Win National Arts Marketing Project Awards

(SAN FRANCISCO) – January 6, 2010 – Grants for the Arts and The San Francisco Foundation today announced the twelve Bay Area arts organizations that will receive grants from the National Arts Marketing Project (NAMP), a program of Americans for the Arts. The award winners were selected from among 25 organizations that participated in the NAMP Boot Camp, an eight-day intensive workshop focused on marketing analysis, strategy, and planning. The funds, totaling $250,000 over two years, will support the implementation of in-depth marketing plans developed at the Boot Camp.

“The goal of the NAMP Boot Camp was to empower nonprofit arts organizations by providing the tools they need to reach their full potential,” said John Killacky, Arts & Culture Program Officer at The San Francisco Foundation. “Boot campers were brave and innovative in amplifying and redesigning their current outreach and marketing in order to reach a broader audience. The results were outstanding – the same kind of creative energy these groups bring to our stages and galleries they brought to this effort, and they will be reaping the benefits of this insight well into the future.”

The NAMP award winners are:

AXIS Dance Company (Oakland), California Film Institute (San Rafael), Kala Art Institute (Berkeley), The Jewish Theatre (San Francisco), Lorraine Hansberry Theatre (San Francisco), San Francisco Camerawork (San Francisco), San Francisco Contemporary Music Players (San Francisco), San Francisco Jewish Film Festival (San Francisco), San Francisco Performances (San Francisco), Teatro Vision de San Jose (San Jose), The Shotgun Players (Berkeley), and Z Space Studio (San Francisco). A full list of award amounts and project plans is included below.

“The NAMP Boot Camp was a great success,” said Kary Schulman, Director of Grants for the Arts. “Every organization in attendance gained valuable insight into the art and science of marketing.”

Funds for the NAMP awards are provided by The Wallace Foundation of New York as part of its four-year, $7.7 million Bay Area Initiative. This program involves a portfolio of activities including direct grants, community workshops, artist commissions, and promotional projects, all aimed at increasing public participation in the arts.

“The Wallace Initiative has already transformed the way the arts connect with Bay Area audiences,” said Killacky. “It has spurred organizations to think in new ways and to expand their reach in new directions. As the program moves forward we look forward to sharing everything we have learned with groups across the nation.”

The San Francisco Foundation

The San Francisco Foundation (TSFF) is the community foundation serving the Bay Area since 1948, granting nearly $776 million over the past ten years. Through the generosity and vision of our family of donors, TSFF awarded grants totaling more than $96 million in fiscal year 2008. Bringing together donors and building on community assets through grantmaking, leveraging, public policy, advocacy, and leadership development, TSFF addresses community needs in the areas of community health, education, arts and culture, community development, and the environment. The San Francisco Foundation is a community foundation serving San Francisco, Alameda, Contra Costa, Marin, and San Mateo Counties.

Grants for the Arts

Since its inception in 1961, Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) has distributed over $290 million to hundreds of nonprofit cultural organizations in San Francisco. In 2009/10 nearly $8.9M has been allocated to 220 groups and activities. This economic investment in diverse arts and promotional organizations enhances our City’s attractiveness to visitors and provides employment and enrichment to the City’s residents. Grants for the Arts/San Francisco Hotel Tax Fund revenue derives from a portion of the 14% room tax levied on local hotel and motel bills. Established through a combination of City and State legislation, and approved by the City’s Board of Supervisors, GFTA has evolved into a national model of arts funding. It has a policy of supporting an arts organization’s general operating expenses, and does not limit the number of years a group can continue to receive grants. The foremost goal is to be a stable, dependable base of support for organizations that continue to meet the funding criteria. The Fund is committed to supporting the broadest spectrum of the San Francisco arts community, adding to the City’s color and excitement. The goal of the Fund is to contribute meaningfully to the presentation and enhancement of existing art forms while assuring the ability of others to experiment, to dare, and to find new as yet untested ways of adding to our cultural panorama.


2009 National Arts Marketing Project Award Winners

Organization Award Amount Purpose
AXIS Dance Company
$25,000 To implement a 2-year marketing plan aimed at reaching new audiences and deepening relationships with existing audiences.
California Film Institute
San Rafael
$18,000 To implement an audience development marketing plan.
Kala Art Institute
$23,000 To support the implementation of marketing plan to increase earned income for its classes and sales and to increase gallery attendance.
The Jewish Theatre
San Francisco
$25,000 To support a marketing plan to increase single ticket, group sales, and subscription income.
Lorraine Hansberry Theatre
San Francisco
$18,000 To support marketing efforts to retain current attendees and reach new audiences.
San Francisco Camerawork
San Francisco
$20,500 To implement a two-year marketing plan to increase visitors and members.
San Francisco Contemporary Music Players
San Francisco
$23,000 To fund the implementation of a new marketing plan to increase sales and expand membership base.
San Francisco Jewish Film Festival
San Francisco
$23,000 To support promotion of a new online media initiative.
San Francisco Performances
San Francisco
$23,000 To provide support for the implementation of a new long-range marketing plan to broaden and diversify audiences, while deepening relationships to current attendees.
Teatro Vision de San Jose
San Jose
$15,500 To support new marketing initiatives to increase single tickets and subscriptions, particularly from residents in the 95122 and 95116 zip codes.
The Shotgun Players
$20,500 To implement a marketing plan to increase single ticket sales and subscriptions.
Z Space Studio
San Francisco
$15,500 To support marketing efforts to mobilize current audiences, reactivate lapsed attendees, and attract new constituencies.