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OCTOBER 12, 2017 • 8:30 a.m.–4:30 p.m.
UCR Palm Desert  Google Maps
75080 Frank Sinatra Drive, Palm Desert, CA 92211

$75 per person (includes lunch)

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    • Find and nurture the arts audience you want.
    • Ride the wave of cultural tourism marketing.
    • Develop a marketing plan for your budget.
    • Align your art or organization with the destination.

Register now for the Oct. 12 workshop, Big Strategies and Real Tactics for Connecting Artists, Audience, and Place.

Presented by California Desert Arts Council and Americans for the Arts' National Arts Marketing Project, this full-day workshop — hosted and sponsored by UCR Palm Desert — offers expert instruction on creative placemaking, cultural districts and destinations, audience development, and cost-effective arts marketing tactics. Come learn how the creative community can transform the Coachella Valley — and how you and/or your organization can be a part of the story.

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.


REFUND POLICY: All requests for refunds must be made in writing or via e-mail to California Desert Arts Council. Full refunds, minus a $25 administrative fee, will be issued to all requests received on or before September 28, 2017. If cancellation occurs after September 28, 2017, the registration fee will be forfeited. Registrations that are cancelled cannot be credited toward future events.