The Next Great Performance Begins Here
Give Today
The best gifts are the ones that come full circle
Join 100 WAA champions in expanding the circle that connects artists, agents, and presenters across the West and the world.
The Next Great Performance Begins Here
The first stop of the booking season where presenters, agents, and artists gather to build the future of live performance.
CIRCLE UP! in Oakland September 8-11, 2026
When the economy gets tough, we don't retreat, we CIRCLE UP. Circle Up to share what's working. Circle up to solve what's broken. Circle up to route tours that none of us could route alone.
Where business feels like family
The friendliest, most personal conference in performing arts. Every coffee conversation could lead to your next season anchor.
Who we are
“The topics that WAA chooses to talk about are really vital to our community. They don’ t just focus on the transactional piece, but more on us as a field and individuals and what our responsibilities are in this work.”
— Sandy Garcia, Pentacle
“WAA is one of the few places where I can really talk to a group of likeminded people about the type of work I want to do and have other people just sort of get it. It’s a close-knit community, a nice community, and a welcoming one. I always look forward to WAA as the kick-off to my booking season.”
— Aisha Ahmad-Post, Newman Center for the Performing Arts
“I was invited to participate and share songs among the Native artists. The circle had poets, singers, storytellers, and comics who all left me with a feeling of hope. We stayed up all night and, in the end, put our prayers for our work in the tobacco that held our intentions. WAA created space for connection, and I left with a deep sense of gratitude and reminder of my work and why it is so important to represent and participate in spaces like WAA."
— Hector Flores, Las Cafeteras
Frequently asked questions
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Picture a circle, not a ladder. There's no hierarchy. Just a wide, welcoming circle where everyone from major institutional directors to independent artists shares the same space, faces the same opportunities, and builds genuine relationships that last for years.
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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.
We’ve ditched the tradeshow vibe for a third place Commons where you mix, mingle and make deals naturally with artists and agents who get it. The spirit of discovery is alive and intentional through organized speed leads, pitch sessions, and intimate dine arounds. Our signature Juried Showcase features the next great performance, where you can see what’s new and noteworthy. And leading-edge sessions on equity, touring, and audience engagement are designed to help you level up your practice, while affinity groups, regional consortia meetups, and social events ensure your relationships last for decades.
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We bring together everyone from major universities presenting institutions booking marquee performances to community venues presenting local jazz ensembles and proven family entertainment. From global artist management agencies representing Grammy winners to independent artists touring educational programs. At WAA, you’ll be part of a diverse community where you can book your entire season in four days and get your show routed up and down the West coast and beyond.
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While others focus on scale, we focus on substance. Our curated and collaborative experience puts relationships before transactions and centers community over competition. If you see yourself as a curator or connector instead of talent buyer or supplier, WAA is the place for you.
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CIRCLE UP! in Oakland, California, from September 8-11, 2026. Our conference head quarters is in the heart of Downtown Oakland at the Oakland Marriott City Center.
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We are more than a conference, we are a community where trust, generosity, and long-term relationships define success. As a professional membership association, we provide year-round networking events so our members can maintain and grow a rich network, and our professional development program helps colleagues at all stages in their career. Our artist development programs are nationally recognized for the depth of support and quality of care that has launch many successful touring careers.