Earned Revenue Enhancement Practice Leader
Joining ACG in 2017, Cindy Grzanowski leads the firm's Earned Revenue Enhancement practice, bringing more than 20 years of experience in marketing high-profile arts, cultural, and entertainment institutions. She has demonstrated success in creating strategic, multi-channel marketing campaigns through paid, owned, and shared media that build attendance, brand visibility, and sustainable revenue growth. Her areas of expertise include sales revitalization, demand pricing and revenue management, audience development, data-driven customer relationship management (CRM) strategies, digital advertising, media planning, website and social media strategy, and direct response marketing. Throughout her career, she has consistently delivered or exceeded multimillion dollar earned revenue goals and created practices that improve return on investment.
During her tenure at ACG, Ms. Grzanowski has developed strategic marketing plans designed to maximize single ticket revenue for clients and has provided mentorship and training in revenue budget forecasting. She has produced numerous benchmarking studies that have informed the market feasibility and customer impact of changes to programming, pricing, and membership potential in both visual and performing arts organizations. In the process of her work, she has also guided decisions on organizational structure and operations to enhance efficiency and effectiveness of staff.
"The unique challenge of marketing in this industry is often finding the balance between art and commerce. Organizations must place a high value on research, customer data, and sales trends alongside mission and core values. When collaborating effectively with all stakeholders, organizations make better program and pricing decisions, and the results are reflected in the bottom line."
Prior to joining ACG, Ms. Grzanowski served as the Minnesota Orchestra's Director of Marketing for Single Ticket Sales for 12 years, where she increased single ticket revenue for the Classical flagship season by 68 percent in her last five seasons by implementing demand-based pricing, aggressive digital marketing, and targeted CRM tactics. She has directed multiple strategic planning, audience development, research, and rebranding initiatives that have achieved tangible results - launching a new logo and responsive website for the Minnesota Orchestra when it opened its renovated Orchestra Hall in 2014. She has also previously served as Associate Director of Marketing at the San Francisco Symphony and Director of Marketing and Public Relations at Underwater Adventures (now Sea Life Aquarium), the Mall of America's 1.3-million-gallon aquarium and attraction.
Ms. Grzanowski has led conference sessions at the League of American Orchestras, Association of California Symphony Orchestras, and International Conference of Symphony and Opera Musicians, focusing on increasing earned revenue, audience development, and the financial impact of marketing inputs on programming decisions. She holds bachelor of arts in economics and Latin from St. Olaf College and a digital marketing certificate from University of St. Thomas, Opus College of Business.
Ms. Grzanowski's ACG clients include:
Crocker Art Museum
The Dallas Opera
Long Wharf Theatre
National Archives Foundation
New Jersey Symphony Orchestra
North Carolina Theatre
The Phoenix Symphony
Shea’s Performing Arts Center