Sept 8 - 11 | Oakland, CA

What Happens at WAA 

The WAA Annual Conference isn't a typical industry event. There are no endless PowerPoints or surface-level networking receptions. This is a high-energy, hands-on booking conference where real business gets done but not at the expense of relationships.

See it. Talk about it. Book it.  

When you join a circle, you join a conference community made up of diverse colleagues with a shared passion. Each circle follows the same rhythm: See a showcase, talk about it at a professional development workshop, then book it during a networking session. You can jump between circles or dive deep into one. Either way, you’ll leave with artists booked, strategies tested, and problems solved. 

Submit a Session Idea

Submissions for Professional Development Sessions open Jan 7 and close Feb 6. More details about the application process will be released in the near future. Stay informed — sign up for our newsletter.

Photo: Jésus Muños Flamenco, WAA 2025; credit: Farah Sosa

Arts & Entertainment Circle

Mainstream, commercial, tribute, and holiday shows are real cultural expression and real art. They reflect who we are, keep our organizations vibrant, and help fund the artistic risks and community programs we’re proud to present. Join colleagues who’ve mastered the art of crowd-pleasing with purpose, from nostalgia acts that deliver quality to holiday shows that become beloved traditions. Discover what fills the room, delights audiences, and strengthens your mission without apology.

CO-CHAIRS
Randall Vogel, Mesa Arts Center
Jacob Deaton, GPG Touring 

WAA STAFF LIAISON
Joshua Heim

Photo: 123 Andrés; credit: Keith Kesler

Youth & Family Circle

Inspiring, meaningful, hilarious, awesome: our first experiences of live performance, whether in a school auditorium or in a public park, can lead to a lifetime of arts attendance, arts patronage and even a career in the arts! Discuss and discover the range of works touring for multigenerational audiences, from familiar favorites to unknown adventures. Learn how to market to parents vs. educators, how performance can activate your venue’s open spaces, and how to integrate youth and family programming without siloing it.

CO-CHAIRS
Spring Karlo, Holden & Arts Associates
Ruth Juliet Wikler, Clark College Foundation  

WAA STAFF LIAISON
Makaveli Gresham

Photo: Pamyua, WAA 2019; credit: Corporate Close Ups

Beyond the Circle

Not sure how to market a Bharatanatyam/hip-hop dance company? Wondering if contemporary Indigenous performance will attract audiences in your market? Curious about classical musicians who collaborate with electronic artists? Circle up with colleagues who have successfully mastered genre fluidity and programmed crossover and fusion work. Learn which genre-blending artists tour reliably, how to market work that defies categories, and how to attract audiences beyond your usual subscribers.

CO-CHAIRS
Nadhi Thekkek, Co-chair
TBD, Co-chair  

WAA STAFF LIAISON
Jonathan Campbell