Consultant, JCA Arts Marketing
Tony Lance has been working in commercial and non-profit arts marketing in New York City for the last 9 years. Organizations across the country have worked with him to increase their revenue, grow attendance, and have a better understanding of their customers’ behavior through data-driven research and analysis. These diverse clients include Second Stage Theater, Playwrights Horizons, Victory Gardens Theater, Lyric Opera of Chicago, New York Philharmonic, Sundance Institute, Straz Center, Navy Pier, and many others of varying sizes.
Before joining JCA Arts Marketing, Tony worked at Dodger Properties on the marketing team for Jersey Boys on Broadway and across the globe. He was also part of the team that brought Matilda the Musical from London to Broadway. Following his passion for non-profit theatrical marketing, he managed single ticket and subscription sales and marketing initiatives for three seasons at Manhattan Theatre Club on and off-Broadway. While there, he worked on such productions as Constellations, Fool For Love, Steppenwolf’s Airline Highway, Prodigal Son, and developed the first-ever Broadway mobile rush for the sold out hit Heisenberg. He remains a champion for accessible, non-profit theater while ensuring sales and revenue initiatives stay competitive in a commercial marketplace. Tony has spoken on the topic of pricing and marketing for the arts in various forums, including Columbia University, and serves on the board of directors for the Catskill Art Society in Livingston Manor, New York.