Tony Lance


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.


More About Tony

What do you do at JCA?

I am a consultant with JCA Arts Marketing—I work with organizations to help them understand their audiences’ behaviors to make informed, data-driven decisions to increase earned and given revenue, attendance, and engagement.

What do you do outside of JCA?

I see a LOT of theatre and subscribe to the New York Philharmonic—where I’m very excited to see the world premiere of Fire in my mouth this weekend! I am also restoring a 1920’s farmhouse in the Catskills with my husband (and 8 very hilarious chickens). So if I’m not in a theatre or concert hall, I’m probably on my John Deere tractor or living my shiplap-discovering Fixer Upper dreams while bingeing “30 Rock,” “Friends,” or “Parks and Rec.”

What is your background? What brought you to JCA?

I’ve been working in nonprofit and commercial theatre marketing for 10 years in NYC. But it really all started in high school when I was the lead in the spring musical, and also designed the show poster, playbill, and tickets. I didn’t want there to be late seating so I changed the start time on the ticket to 30-minutes before curtain so everyone would be on time. I’ve learned to ask about changes like that since. In my professional career I started out working on the producing team for Jersey Boys on Broadway and across the globe, the Tony-nominated 2012 Broadway revival of Jesus Christ Superstar, and the New York production of Matilda The Musical. Since that time, I worked with TodayTix to expand their market into Boston, Chicago, and Seattle and was the marketing manager for Manhattan Theatre Club. After opening more than 15 productions on and off-Broadway, the expanded opportunity of working with non-profits of all shapes, sizes, and disciplines really appealed to me. I love that I now get to work with organizations like storefront theatres in Chicago or the Sundance Film Festival and everything in between.

What is one of your favorite stories of/with a JCA client?

Getting to go to Sydney, Australia and deliver a keynote on dynamic pricing was definitely a highlight from work this past year. It was really incredible getting to meet with arts professionals from across the continent and share experiences for best practices within the industry. I may have been brought in to educate the group on pricing, but I left feeling inspired and smarter than when I arrived.