Arts Management

As Executive Director of the Palladium Theater in St. Petersburg, FL, Mark was responsible for development, overall operations management, programming and marketing. He reduced overall operating expenses by streamlining payroll processes, re-bidding insurance coverage and maintenance contracts and upgrading telecommunications technologies. Having overall management for an 882-seat community performing arts venue with a budget in excess of $750,000, he redesigned all organizational functions including development, marketing, production booking and scheduling, production standards, ticketing, accounting and staffing issues.

He markedly increased ticket sales and concessions revenue. He moved earned income-to-philanthropy ratio from 20% earned income and 80% philanthropy to 40% earned income and 60% philanthropy. He completely overhauled marketing and publicity processes. He quadrupled the mailing list. He radically improved design of all print and collateral materials. A new website is under construction. He replaced ticketing system to a technology that collects audience demographics and immediately provides valuable P&L information for each production.

Mark enhanced programming and lowered financial risk by instituting partnering arrangement that shared risks with a number of the community's performing arts groups. He raised the quality of national acts brought into the Tampa Bay area, presenting national Jazz and Classical artists the rank of Chick Corea and the Chamber Music Society of Lincoln Center. He introduced new ballet series and a Steinway piano series. Continually expanded programming to younger audiences including acoustic pop, blue grass and blues. He was successful in attracting a non-polarized audience to general programming events such as opera, jazz, dance and others.

He expanded both summer and after-school programs in performing arts serving high-school students and underserved populations. He initiated several new outreach programs to minority and underserved communities.

MSCI worked with the North Carolina Theatre Conference producing monthly television sequences promoting theatre throughout North Carolina for statewide air on public television.

Mark Spano has directed a capacity building initiative for The Mallarmé Chamber Players. This effort includes improvement of fundraising processes, an endowment program, marketing campaigns, audience expansion, publicity and business processes improvement.

The company has consulted on educational programs, process improvement, project management and strategic planning for a Triangle-based arts council.

We have also advised a Raleigh-based theatre company on marketing and publicity.