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A one-day workshop for arts leaders, marketers, and creative professionals

Joseph Yoshitomi and Ben Stone

Thursday, October 12, 2017
  8:30 a.m.–4:30 p.m.

Location: UCR Palm Desert 75080 Frank Sinatra Drive, Palm Desert
  Parking Information

Category: Enrichment


Join the California Desert Arts Council and Americans for the Arts' National Arts Marketing Project on October 12 for “Big Strategies and Real Tactics for Connecting Artists, Audience, and Place.”

The full-day workshop, hosted and sponsored by UCR Palm Desert, offers expert instruction on the practical application of branding and audience development tactics as well as a primer on creative placemaking to engage the arts and culture community in planning and development so that our communities reflect and celebrate local culture, heritage, and values; foster pride in place; and stimulate visitation and commerce.

Learn how to: 

  • Articulate your organization’s distinctive artistic offerings to different constituencies, especially prospective patrons.

  • Develop a marketing plan for your budget.

  • Optimize marketing by asking the right questions and taking the right actions to ensure your efforts achieve maximum exposure/engagement for minimum cost.

  • Leverage the collective power of the arts and cultural tourism marketing by collaborating to transform communities and attract the engagement of residents and visitors.

Our faculty:


Joseph Yoshitomi (left) and Ben Stone


Ben Stone, director of Arts & Culture at Smart Growth America, helps communities integrate arts, culture, and creative placemaking into neighborhood revitalization, equitable development, and transportation planning. Previously, while executive director of Station North Arts and Entertainment District, he helped transform the blighted area of Baltimore into a fun and funky place that supports artists and attracts visitors and residents. Some of the outcomes include building bridges between diverse neighbors, increasing participation in everything from voting to volunteering, and helping neighbors get to know and trust one another.

Joseph Yoshitomi, principal at Straightforward Management & Consulting in Culver City, Calif., is former VP of marketing strategy at, a media and technology company connecting performing arts enthusiasts with the theaters nationwide. He offers more than 15 years of arts administration and marketing experience, including at Geffen Playhouse, where he reimagined the theater’s digital strategy for branding, advertising, sales, customer service and, later, public relations.

Additional Information: California Desert Arts Council

Open to: General Public
Admission: Entry Charge: $75 per person (includes lunch)
Sponsor: UCR Palm Desert Center

Contact Information:
California Desert Arts Council