NoMAA’s Technical Assistance Institute Tomorrow @ The Shabazz Center

Photo: Jay Franco

Northern Manhattan Arts Alliance

Technical Assistance Institute 2011

For Artists and Arts Organizations

 Saturday, October 22, 2011


 At The Malcolm X & Dr. Betty Shabazz Memorial and Educational Center

3940 Broadway (between 165 and 166 Streets)

Washington Heights, NYC

 The Northern Manhattan Arts Alliance (NoMAA) invites artists and arts organizations to the NoMAA Technical Assistance Institute 2011 – a one-day conference designed to examine common issues in the arts; to share some of the fundamental steps to creating & sustaining a career as an artists; and to developing and running a successful arts organization.

This year the Technical Assistance Institute focuses on marketing and audience development strategies to effectively gather support for your work by receiving a firm grasp of marketing concepts, establishing a clear message to increase awareness of your projects, and strengthen your engagement with your audiences.

Suggested Donation: $20 (Free for NoMAA members)

Become a NoMAA member now and attend the Institute for free!

Visit or Contact NoMAA: 212.568.4396 / [email protected] 



9 am:           Registration / Continental Breakfast

10 am:         Welcome & Opening Remarks

10:30am:     Marketing Strategies Master Class

David Kitto, is Vice President, Marketing and Sales at the John F. Kennedy Center for the Performing Arts in Washington DC, where he oversees the advertising, booking, sales services, marketing departments and retail operations. Mr. Kitto directs the development of marketing strategies and advertising campaigns for the Kennedy Center’s diverse programming, which includes the National Symphony Orchestra, Washington National Opera, Fortas Chamber Music Concerts, jazz, theater, ballet, modern dance, festivals, the Millennium Stage, educational programs, and special presentations reflecting world cultures. While at the Center, he has overseen the marketing campaigns for such comprehensive festivals as the Sondheim Celebration (2002), Festival of China (2005), Shakespeare in Washington (2007), Festival of Japan (2008), Arabesque (2009) and maximum INDIA (2011). Mr. Kitto collaborates with Kennedy Center President Michael M. Kaiser on Kennedy Center Board seminars as well as the Center’s Capacity Building initiative. He also teaches an annual course for each season’s DeVos Institute Fellowship Program. 

1 pm:          Engaging Our Community: Voices from the Field

Learn from fellow artists and arts professionals about their marketing tactics locally and beyond.

(Lunch Panel)        


Andrea Arroyo, Visual Artist

Hector Canonge, New Media Artist

Gina Crusco, Artistic Director, Underworld Productions

Veronica Liu, Co-Founder, Fractious Press & Coordinator, Word Up Community Bookshop


Led Black, Founder & Editor in Chief, Uptown Collective

2:30pm:    Afternoon Workshops

PR & Marketing for Artists

Topics include: how to present yourself in social situations; strengthening your online presence; and practical marketing exercises for artists of all disciplines.

Ela Troyano, Filmmaker & Creative Capital Grantee

Ela Troyano is an award winning Cuban-born filmmaker based in New York City. Troyano has also worked as a theater director in a longstanding collaboration with her sister, the performance artist Carmelita Tropicana. Select awards include a Rockefeller Fellowship, screenwriting workshop at Sundance with Gabriel Garcia Marquez and funding from Creative Capital, the Jerome Foundation, Ford Foundation, Latino Public Broadcasting, the Independent Television Service and New York State Council on the Arts. Troyano is an artist leader in Creative Capital’s Professional Development Program.

Communications & Media Relations for Organizations

Topics include: sound communications practices, understanding how the media works, how to present yourself and your organization in print, in person and online.

The New Audience Project™ | Proyecto Nueva Audiencia™

The New Audience Project™ | Proyecto Nueva Audiencia™ is an innovative approach to marketing, community and institution building with a core belief that artists, art organizations and institutions are only as solid as the network of community, constituents and stakeholders invested in their long-term growth and success. Anchored on three pillars, The New Audience Project™ curriculum and training focuses on workforce development (sales and marketing training); intensive theater, arts, media and social-issue education; and micro-entrepreneurism.  We believe that intentional community-wide engagement, over time, will transform passive awareness of the arts to an invested network of active community participants who see the arts and the sustainability of the field as a necessary and vital component to authentic community building, both for their immediate environs and society-at-large. 


Diana Diaz, cultural entrepreneur, producer and multi-media journalist. She earned a Bachelor of Fine Arts from New York University in Dramatic Writing, and earned a Masters degree from the University of Puerto Rico in Literature.  Her by lines have appeared in Big Apple Parent, Italian Times, Latino Flavored and Caribbean Voice, among others. Diana has also just launched and is testing her new product line, CafeSol.

Evelyn Montalvo, Media relations and publicity expert, with over 17 years of experience having worked for a leading advertising communications agency in the US, her strategies supported the growth of national and multinational house-hold name brands, as well as community, arts and independent projects.

Yolanda Powell, a former Citigroup executive in charge of the development of designed collateral material for the Firm, has transformed her expertise and passion to be of service to artists and small businesses. Currently, she consults with individual artists and arts organizations on the development of sales and marketing strategies, customized retrospective books and web development.

5 pm:          Closing Plenar

5:30pm:      Networking Reception & Open Mic

The NoMAA Technical Assistance Institute is made possible by support from JPMorgan Chase Foundation, Moët Hennessy USA, NY Community Trust, New York State Council on the Arts, Upper Manhattan Empowerment Zone,  DeVos Institute of Arts Management at the Kennedy Center, and UMAST – Upper Manhattan Arts Service Team. This program is supported, in part, by public funds from the New York City Department of Cultural Affairs in partnership with the City Council.

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