Branding and communication
Earned revenue maximization
Marketing strategies and implementation
Ronda Helton has more than 15 years of experience as a marketing and communication professional in nonprofits and in the arts and culture industry. She joins Arts Consulting Group (ACG) to expand its earned revenue enhancement practice. Her areas of expertise include strategic marketing, branding, pricing strategies, media, and public relations.
Ms. Helton previously served as vice president of marketing and communication at the Tennessee Performing Arts Center (TPAC) and War Memorial Auditorium. At TPAC, she led intra-departmental efforts to develop innovative pricing strategies that resulted in one of the organization’s most successful years with almost 360,000 tickets sold and $20 million in total ticket sales. Ms. Helton also helped achieve record-breaking ticket sales levels at War Memorial Auditorium.
“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 the organization’s efforts in education and outreach impact the community as a whole.”
Before joining TPAC and War Memorial Auditorium, Ms. Helton spent seven years with the Nashville Symphony, ultimately becoming the organization’s senior director of marketing. During that time, she was a key member of the team that opened Schermerhorn Symphony Center in 2006 and helped lead its recovery after the building suffered severe damage in a 2010 flood. The Nashville Symphony’s annual ticket sales revenue grew from approximately $2.2 million to nearly $8 million during Ms. Helton’s time with the organization. She also led the awardwinning branding campaign surrounding the announcement of Giancarlo Guerrero as the organization’s first new music director in more than 25 years.
Earlier in her career, Ms. Helton spent eight years working with a variety of nonprofit trade associations, both as a consultant and as an in-house marketing and communication specialist, including stints with the American Hotel & Lodging Association, National Beer Wholesalers Association, and Marketing General Inc.
Ms. Helton holds a BA in Government and English from Western Kentucky University.
Ms. Helton’s professional and client work includes:
Marathon Center for the Performing Arts
Schermerhorn Symphony Center
Tennessee Performing Arts Center
Toledo Symphony Orchestra
War Memorial Auditorium
© Liza Voll Photography