Branding and communication
Earned revenue maximization
Marketing strategies and implementation
Ronda Helton has more than 20 years of experience as a marketing and communication professional in the arts and culture industry and nonprofit sector. Since opening ACG’s Nashville office in 2015, she has provided numerous interim management services, led significant earned revenue enhancement projects, and guided several national executive searches. Her additional areas of expertise include strategic marketing, branding, pricing strategies, media, and public relations.
Engaged by the newly opened Marathon Center for Performing Arts to serve as Interim Marketing Director, Ms. Helton helped create membership packages, a robust pricing model, and an effective and economical season ticket campaign. The organization’s first season ended with a large increase in both its membership program and tickets sales. Total ticket revenue for the venue’s second season saw a 17 percent increase from its inaugural season.
“The importance of a strong, collaborative relationship among programming, ticketing, and marketing staff cannot be overstated. When these three areas work in concert, the entire organization grows stronger.”
“The communication strategy for cultural organizations must address those messages that will help increase attendance and tell the stories of how their efforts in education and outreach impact the community as a whole.”
During her tenure as Interim Vice President of Marketing at Bravo! Vail Music Festival, Ms. Helton managed dynamic pricing strategies, directed existing marketing and advertising budgets, and created expense and revenue budgets for the fiscal year. Additionally, she created and executed public relations plans for five major media announcements, including Bravo’s first ever opera production, Puccini’s Tosca, for which she also developed a comprehensive international marketing plan.
Prior to joining ACG, Ms. Helton served as Vice President of Marketing and Communication at the Tennessee Performing Arts Center and War Memorial Auditorium. During her tenure, she led intra-departmental efforts to develop innovative pricing strategies that resulted in one of the organization’s most successful years, with nearly 360,000 tickets sold and $20 million in total ticket sales. Ms. Helton also spent seven years with the Nashville Symphony, ultimately becoming Senior Director of Marketing. She was a key member of the team that opened Schermerhorn Symphony Center and helped lead its recovery efforts after the building suffered severe flood damage. The Nashville Symphony’s annual ticket sales revenue more than tripled during her time with the organization.
Ms. Helton holds a bachelor of arts in government and English from Western Kentucky University.
Ms. Helton’s ACG clients include:
Andrew Jackson’s Hermitage
Colorado Springs Fine Arts Center at Colorado College
Crocker Art Museum
Florida Grand Opera
Handel + Haydn Society
Marathon Center for the Performing Arts
Mississippi Arts and Entertainment Experience
RiverRun International Film Festival
Seminary Ridge Museum
Toledo Symphony Orchestra
© Liza Voll Photography