Holly Clausen, department head for ASO Presents and director of marketing for popular presentations, from the Atlanta Symphony Orchestra spoke to students on UNG's Dahlonega Campus on October 22, 2014.
During her presentation, Holly discussed working in the concert promotion industry as well as competition and dealing with the stresses of work.
With over 20 years of experience, Clausen has promoted concert events throughout the southeast including Virginia, Georgia, the Carolinas, Tennessee, Florida and Alabama. She is the department head for ASO Presents at Verizon Wireless Amphitheatre at Encore Park, Delta Classic Chastain Park Amphitheater and popular events at Symphony Hall. During her career, she has promoted a wide range of artists including Maroon 5, Linkin Park, Zac Brown Band, Paul McCartney, Jackie Evancho and Charlie Wilson.
In her role, Clausen is responsible for planning and execution of media, creative, promotional, social media, public relations and market research. She is tasked with the analysis of each event to determine the buyer demographic and the correct media vehicle to deliver ticket sales. This includes researching venue patrons, understanding their buying habits, how they are consuming music, where to find them and most importantly, how to engage them to make a ticket purchase.
She is accountable for allocating over a $1M marketing budget while collaborating with the overall venue budgets to analyze revenue, ticket projection, profit & loss and managing costs within limited budgets. She has successfully negotiated media sponsorships with radio, television and print media to achieve a higher level of media frequency and promotion for each act.
In 2012, Clausen successfully developed a cross promotion with Bud Light, RaceTrac and Sugarland. Each entity received added media exposure, increased point of sale traffic inside area stores and a boost in ticket sales.