Send your constituents to NAMPC

In 2014, the St. Johns Cultural Council in St. Augustine, Florida noticed that most organizations have “underutilized capacity” in the form of unsold tickets, slow times during exhibitions, or performances that occur midweek or in other “off season” periods. Therefore, the cultural council created a business plan to enhance earned revenue for festivals, exhibitions, performances, and other events through cultural tourism by creating a “NAMP [National Arts Marketing Project] Team.”

The Council is fortunate to have a contract with the County Tourist Development Council to manage bed tax (aka transient occupancy tax) dollars designated to arts, culture, and heritage programming. The funds from the bed tax are allocated to a Cultural Tourism Grant Program. Through the grant program, the council is able to increase the marketing and advertising skill levels of grantees (NAMP Team), which will serve to attract and entertain more visitors and residents alike.

The increased attendance gained from the funds the council allocates to market and advertise to “out-of-county” visitors, in conjunction with the increased marketing and advertising skills from the NAMP Team, should create a cycle of increased revenue through the bed tax, which goes back to institutions for more program funding.

The Council sees the bed tax dollars as a source to build new audiences, generate increased revenue, and enhance organizational brand. But, we can’t do it alone, which is why we created the NAMP Team:

The Cultural Council will again offer this “co-op” funding for up to 6 representatives of the arts, culture, and heritage field to attend the NAMP Conference. Funds will support conference registration fees with each representative responsible for travel and lodging. Following the conference, the representatives will be required to share the learning with the field through one or more workshops and distribution of conference materials. Attendees will be selected through a questionnaire that asks: why is this conference important to your position in your organization; what are your learning objectives; and how will this improve your organization’s cultural tourism marketing program.

Below is our Business Plan Section on why Cultural Tourism is important for the economy of the County and why the arts, culture and heritage field needs to participate.

Cultural tourism gives visitors the opportunity to understand and appreciate the essential character of a place and its culture as a whole, including its:

  • History and archaeology
  • People and their lifestyle (including the ways in which they earn a living and their leisure)
  • Cultural diversity

What is Cultural Tourism?

  • Arts and architecture
  • Food, wine, and other local produce
  • Social, economic, and political structures
  • Landscape

It gives access to information, experience, and activities that can help the visitor feel involved with a place, its people, and their heritage. Creating a relationship between the visitor and the host community is an important feature of cultural tourism. Concepts of sustainability, authenticity, integrity, and education are as central to cultural tourism as they are to ecotourism.

Cultural tourism puts emphasis on the content of what people do when they’re traveling, rather than how they actually get there and where they stay while they are there.

Cultural Tourism:

  • builds on and markets cultural strengths
  • emphasizes the quality and authenticity of the visitor’s experience contexts
  • needs personal contact and specialist knowledge so that it:
  • meets the visitor’s demand for knowledge
  • conveys the richness and diversity of a place or culture
  • is active and involving for both visitors and host communities
  • creates new tourism product from people—it does not depend on high levels of  new capital investment
  • recognizes the dynamic and changing nature of culture
  • develops visitor and site management programs
  • develops interpretation programs designed to inform, educate and interest visitors
  • minimizes the environmental degradation and cultural exploitation which accompany some forms of tourism
  • is carefully targeted to meet the interests of particular market segments

The section above is our guiding principle for growing the cultural economy and the capacity of the arts, culture, and heritage field. But don’t take our word for it:

I was lucky to have the opportunity to attend the NAMP Conference in Atlanta [in 2014]. I must say that I was quite impressed with the caliber of not only the presenters but also the participants. Meeting and networking with professionals from around the country, learning first hand of their challenges and successes was truly priceless. I particularly appreciated learning about prospects for new fundraising ideas through social media outlets and how others were reaching younger and more diverse customers. It is so easy to fall into doing the same thing because it is comfortable and known, but to have the chance to listen to how others are growing their organizations by trying innovative, progressive tactics is worth the trip.

—Mollie Malloy, Director of Outreach, St. Augustine Lighthouse & Maritime Museum, Inc.

If your organization would like more information on implementing a Cultural Tourism Program or why your organization should form your own “NAMP Team,” we’d be happy to talk with you.

Andrew M. Witt is a member of Americans for the Arts.

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For the Love of Community

“Collaboration Over Competition” was the theme at Create & Cultivate’s New York City event in May, which gathered creative women for a day of networking and encouragement. Since seeing this phrase on Instagram, I’ve spotted this statement (and various renditions of it) on numerous social channels. Even organizations, such as the American Alliance of Museums and the Nonprofit Learning Lab, are incorporating sessions at their conferences revolving around this topic. This seems to be the statement of the year, as more influencers and groups are being created to promote collaboration … and I couldn’t agree more! As creatives, we need to shift our focus from seeing each other as competitors to seeing each other as our greatest source of inspiration.

Photo by Becki Smith for Create & Cultivate’s event in New York City on May 10, 2017.


From a surface perspective, it’s hard to spot the difference between inspiration and imitation, but take a closer look and they couldn’t be farther apart. To imitate someone would be to take their ideas and mirror them on your platforms as if they were your own. To be inspired by someone would be to use a concept they’re implementing on their platforms and mold it into a way that still feels like your brand and not theirs.

To find sources of inspiration is simple. Take an hour out of your day to just go online and find similar organizations or influencers that have marketing techniques that stand out to you, and follow them, subscribe to their newsletters, and maybe even go to one of their events! Get inspired by what they’re doing and find a way to use this inspiration in your next campaign. See how multiple organizations are using social media at their events and create a combination of your favorite methods to try out at your next event. This concept isn’t hard to start incorporating into your routine—just keep yourself in check so it doesn’t turn into envy or a race to be the first.

Some of my favorite sources of Instagram inspiration come from Miami City Ballet, Chameleon Cold Brew, Prism Creative Group, and WeWork.

Quote by Robert Ingersoll. Image found on Pinterest.


Whether you’re new to the game or have been in it for years, you can never stop learning, and one of the best ways is to ask someone you admire out to coffee. Shoot them an email, find an amazing coffee shop near them, and just sit down with a notepad (or iPad, for the tech savvy folks) and have a conversation with them—but make sure you do your research prior to your meeting! Knowing about their career shows you respect the time they’re having with you. Plus, it gives you a head start with talking points so you can avoid possible awkward silent sips of coffee while you think of a new topic.

One tip I received from someone is to not go at it expecting something. This means, don’t ask them to meet up and expect an internship, job, or immediate connection to the person. Just approach them as a new source of inspiration. And if it goes terribly, at least you went for it and added someone new to your network.

If you’re heading to the 2017 NAMP Conference in Memphis, consider having your coffee meeting(s) at one of my favorites—City & State, 387 Pantry, or Café Keough.

Photo by City & State. Posted on April 19, 2017 on Facebook.


Being a part of a group of influencers in your field can be extremely beneficial not just to your work, but to your spirit. If you’re stuck on an idea and need some help to move forward, you can count on each other for advice with the unspoken trust that they won’t bring you down so that they can rise above. They also know the trials you might be facing and can offer encouragement to lift you back up.

There are some great organizations that provide resources in this spirit. The first is Creative Mornings, which is a free monthly morning lecture series for creatives that happens in about 165 locations across the globe. Each month they have a new theme and speaker to share their story. These series are a great opportunity to meet people who work in the creative field while enjoying some local treats and getting encouraged to start your day off on the best foot. Another organization is Create & Cultivate. This one focuses on empowering and enriching women in the creative industry through their blog and themed meet-ups in cities around the U.S. If neither of these organizations come to your area … start your own! Put those coffee meetings to the test and see the community you create!

Photo by Jasmine Hirt. Taken on June 21, 2017 at The Butcher’s Daughter in New York City.

So, let’s make a vow to continuously encourage each other, because it’s hard out there for an arts marketer, and the last thing we need are more obstacles bringing us down.

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True Influence Isn’t About Follower Counts

On this episode of Marketing Smarts, Adobe's Mark Boothe (Head of Social Media, Adobe Experience Cloud) and Joe Martin (Head of Social Insights) focus on the topic of influencers. Hear how they know an influencer is a good match for the brand, how they measure the success of their influencer marketing efforts, and how they maintain a relationship with their influencer group all year round.

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Twitter for Business in a Nutshell

Tuesday, August 1, 2017

Pam Moore is the CEO / founder of Marketing Nutz and is ranked as one of the Top 10 Social Media Power Influencers by Forbes. In this episode of her podcast, SocialZoom Factor, she takes you through the do's and don'ts of Twitter for your business. From giving a background of her start to outlining how to create a strategy to develop your brand, learn how to use Twitter to its fullest potential.

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SocialZoom Factor
Author Name: 
Pam Moore
Author(s): Salesforce
Date of Publication: July 7, 2017

This infographic focuses on the 8 key skills marketers must have according to Salesforce.

How I Grew My Twitter Following by 2,400 Percent

Tuesday, June 27, 2017

Having trouble gaining Twitter followers? See how Sam Kern from Influence & Co grew his following by 2,400% and take a look at these easy fixes for you to have follower success!

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Influence & Co
Author Name: 
Sam Kern

The 7 Best Office Music Playlists for Productivity

Monday, July 31, 2017

It's amazing how music can factor into your productivity. Sometimes it's the mellow singer-songwriters that get you through the day, while other days need some upbeat pop music. No matter your mood, HubSpot's got 7 playlists to match your work mood and boost your productivity!

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Author Name: 
Carly Stec

“Drawing Lines” in Austin, Texas was a community art project inspired by historical political changes happening within the city due to electoral redistricting. For this project, an artist or team of artists worked with each council district to co-create an art piece with residents; all of the projects were then brought together as part of a pop-up gallery along Congress Avenue, a major thoroughfare in the city. “Drawing Lines” used the arts to open conversations about the role art plays in exploring notions of place and in bringing together communities of people.

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What Is A Marketing Pixel And Why Should You Care?

Saturday, July 1, 2017

Ever heard of a marketing pixel? It's a little tracker placed on your website so you can keep up with what your customers are looking at to remind them about it later (i.e. ads on Facebook for the play you thought about checking out). Ticketfly is helping you out by laying it all out and how it can help grow your audience.

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Author Name: 
Ticketfly Marketing

10 Productivity Apps Every Freelancer Needs

Task management, goal setting, invoices, and contracts—all made easier!

Thursday, October 15, 2015

Every marketer has a period of time when every waking moment they have the power to work—but there are those moments when you'd much rather stay in bed and go on a Netflix binge. Well, 99u has 10 possible solutions to help bring that spark to your work day! Take a look at these apps to help boost your productivity.

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Author Name: 
Allison Stadd


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