WAA Academy: Focus on Leadership, Marketing & Community Engagement
Start your WAA conference experience with impact
Held on Opening Day, September 2, the WAA Academy gives you the perfect launch into the conference, with four distinct streams of in-depth programs that can take your career to the next level.
Designed for performing arts professionals at all career stages, WAA Academy goes beyond the pace and format of a typical conference session. These small-group programs provide the time, focus, and expert guidance to tackle key challenges facing the field right now such as leadership, marketing, equity, or community building.
“These aren’t your average conference sessions,” said WAA Executive Director Joshua Heim. “They are immersive, hands-on, skill-building experiences designed to dive deeper into the issues shaping our field.”
This year, a morning Marketing Workshop and afternoon Leadership Seminar can help you boost ticket sales as well as lead with purpose. See the descriptions below for more information. Two special sessions include an excursion to South LA for Movement for the Movement in LA and an all-day symposium for Black arts professionals called AfroFutures in the Arts. Each offers big picture ideas as well as the practical tools you can apply immediately to your work.
Whether you’re looking to strengthen your leadership style, refine your marketing strategy, or engage more effectively with communities, WAA Academy offers a rare chance to step away from the day-to-day, think big, and return with actionable strategies.
The WAA Academy is open to the public and located at the JW Marriott at LA Live! Ticket prices vary based on the experience. Registration for WAA Academy sessions is separate from, and does not require, conference registration. Space is limited and the registration deadline is August 22.
Conexiones Sin Fronteras Symposium, 2024; credit: Victor Karam
Marketing Workshop | September 2: 10:00am to 12:15pm
Level up your marketing game with this in-depth workshop designed for performing arts professionals who want to boost audience engagement, increase sales, and safeguard ticket buyers. In this two-part, data-driven workshop, discover the Seven Secrets to Selling Shows with behavioral science expert Josh Aviner, then learn how to protect patrons and increase online sales in Building Trust in Ticketing with Nick Ronan. Practical, interactive, and packed with real-world strategies you can use immediately.
WAA19; credit: Corporate Close Ups
Leadership Seminar | September 2: 1:30pm to 3:45pm
Engage in a frank, future-focused conversation about the challenges and opportunities facing arts leaders today. In this immersive, discussion-based seminar, explore What Does It Mean to Lead in a changing arts landscape with Bethany Nothstein and Charlie Robin, then discover how to bring authenticity and connection to your leadership in Bringing Humanity to Leadership with Anne Robie. Whether you’re a senior executive or emerging leader, this seminar offers a rare opportunity to step back from the daily grind, reflect on your leadership style and leave with renewed purpose and actionable strategies.
How to Register
You can register for each of these opportunities either as a standalone event or on an existing conference registration.
New Conference Registration
When registering for the first time after you can click on 'Select Ticket Options' (shown in image below) once you have added your pass to your registration in your cart to select your add-ons.
Existing Conference Registration
After logging into the WAA Member Portal you can either go through the registration again click on Events > My Event Registrations and selecting Modify. Afterwards, you can clicking on 'Select Ticket Options' (shown in image below) on the pass in your name cart and select your add-ons!
WAA Academy Only
If you aren’t attending WAA^LA 2025, you can register for the standalone WAA Academy programming by clicking here.