PRESENTING 101
Your gateway to the performing arts field!
This foundational nine-month program helps you understand the shared language and history of the industry, expand your knowledge of arts presenting, and develop the hard skills needed to produce and present live performances. Join the next cohort from October 1, 2025 - June 17, 2026.
THE CURRICULUM
This course was developed by WAA, Arts Midwest, and South Arts in 2010 as a standard curriculum to teach beginning and early-career presenters how to plan, market, stage, and manage performing arts series. The original curriculum was updated in partnership with California Presenters in 2015 to center the unique circumstances of presenting and touring in the West.
Now the core curriculum has been expanded from six to nine sessions to provide you with a solid grounding of the current moment. This updated curriculum also integrates new topics that have become central to the field such as equity, artist development, and audience experience. Each session falls into one of three modules – foundational concepts, planning strategies, and the nuts and bolts of booking through showtime. We are grateful to our partners Arizona Presenters Alliance, California Presenters and the Steering Committee who guided this important update.
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Ally Haynes-Hamblen, Eisemann Center for the Arts TX
Charlie Robin, Capitol Theatre WA
Ilaan Mazzini, BroadStage CA
Illya Riske, City of Mesa AZ
Krista Bradely, Association for Performing Arts Professionals DC
Marie-Reine, USC Vision & Voices CA
Melanie Weir, Luther Burbank Center for the Arts CA
Meribeth Reeves, City of Tempe AZ
Nadhi Thekkek, Nava Dance Company CA
Tiina Mittler, Haugh Performing Arts Center CA
FOUNDATIONS
Ground yourself in the major issues that are shaping and reshaping the field, including the evolving role of the presenting organization. Make sense of the changing dynamics of presenting the live arts and the opportunities and risks to trying something new.
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OCTOBER 15, 2025
A Short History of Presenting
The roots of the US performing arts presenting and touring field began in the 1950s with the founding of what is now the Association for Performing Arts Professionals APAP. Since then, an intricate ecosystem has evolved to support artists and audiences. Gain insight into the major players within the industry and the recent shifts that are reorienting how each relates to the other.
NOVEMBER 19, 2025
What does a Presenting Organization do?
Presenting organizations have always been more than presenting art. Explore the various reasons why performing arts centers get built including urban redevelopment (1950s), the enhancement of university life and teaching (1960s), improvements in the quality of life of local communities (1990s), and the rebranding of cities as desirable in an age of the creative economy (2010s).
DECEMBER 17, 2025
Viable Presenting Models
Ticket sales, philanthropy, and government funding have traditionally fueled the arts. As this model becomes less reliable, we’ll look at case studies of presenters who are doing things differently to stabilize and sustain their seasons such as patron-based models, leveraging their venues, engaging community, and more.
PROGRAM STRATEGIES
Presenting is more complex – and more important – than simply creating a diverse menu of performance opportunities for our audiences. Unpack the layers that surround modern presenting and the tools you’ll need to turn your season into a successful strategy.
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JANUARY 21, 2026
The Presenter as Curator
The presenter plays a vital role in the artistic life of the community, working as we do at the intersection of art, artist and community. Understand the importance of an authentic voice for you and your organization and how to create programs that resonate in your community and contribute to the cultural discourse more broadly.
FEBRUARY 18, 2026
Entry Points are Sexy
Presenting YoYo Ma’s next premiere might be a feather in your cap but cultivating a lifelong love of the arts within the community is the cap! Understand how to develop an audience over the long-term starting with what prevents people from showing up in the first place.
MARCH 18, 2026
Audience Experience is Everything
An attendee’s total experience will determine whether they return for more. Discover the sources of information about your audience, how to fill in gaps through your own research, and how to use these insights to deliver the kind of live event experience that will motivate your audience to buy a ticket and bring a friend the next time!
BOOKING & EXECUTION
The booking process is about finding and working with the right artists who can help bring your curatorial vision to life. Understand the booking process, the types of opportunities that appeal to artists, how to budget for them, and what it takes turn a booking into a successful performance.
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APRIL 22, 2026
Support Your Artists
Artists have careers too, and you’ll be more successful at booking them if you understand what they need from you and your venue. When you don’t have the time and budget to mentor every artist, explore how to strike the right curatorial balance to mutually benefit all parties.
MAY 20, 2026
Partnership is the New Deal
Look beyond the product to see the potential partnership that can make all parties stronger. Understand the financial realities and risks of everyone involved to increase the transparency of deal structures and how contracts can be used to support relationships instead of transactions.
JUNE 17, 2026
The Stages of Presenting
It could be years before an artist you booked performs on stage and a lot can and should happen in between. Gain the know-how to identify opportunities and risks before your artist walks through the door. Learn how to track progress, make the proper handoffs within your organization, and what to do if you don't meet your goals.
MEET THE INSTRUCTORS
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Ally Haynes-Hamblen
Executive Director, Charles W. Eisemann Center for Performing Arts
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Joshua Heim
Executive Director, Western Arts Alliance
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Laura Colby
President, Elsie Management
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Michael Alexander
Director of Public Programming, Caltech
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Max Gustafson
Senior Programming Manager, Presidio Theatre
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Lenore Naxon
Consultant
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Kenneth J. Foster
Emeritus Professor of the Practice of Arts Leadership, USC
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Krista Bradley
Senior Manager of Industry Relations, Association of Performing Arts Professionals (APAP)
COHORT
Presenting 101 offers you opportunities to network with seasoned presenting and touring colleagues as well as with each other. Additional assignments, discussion groups, and other networking events throughout the year are designed for you to apply concepts and build relationships. Stay tuned for a full calendar of events.
FORMAT
The program will be delivered online, and we will use the Zoom platform for synchronous sessions and meetings of the cohort. Session recordings and further curriculum information as well as a calendar of events will be shared and hosted in Swapcard up to 30 days after the last session.
SCHEDULE
Live online sessions are planned at 11am PT every third Wednesday of the month, except for April due to Tax Day. Each session will be between 60 and 90 minutes in length depending on the topic. WAA has the right to change the date or time of live sessions in the event of schedule conflicts of staff or instructors or other unforeseen circumstances.
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OCTOBER 1, 2025 | Cohort Orientation
OCTOBER 15, 2025 | A Short History of Presenting
NOVEMBER 19, 2025 | What Does a Presenting Organization Do?
DECEMBER 17, 2025 | Viable Presenting Models
JANUARY 21, 2026 | The Presenter as Curator
FEBRUARY 18, 2026 | Entry Points are Sexy
MARCH 18, 2026 | Audience Experience is Everything
APRIL 22, 2026 | Support Your Artists
MAY 20, 2026 | Partnership is the New Deal
JUNE 17, 2026 | The Stages of Presenting
* The last day to access session recordings and other digital materials online is July 15, 2026.
COST
$250 for the full 9-part series per person.
Individual sessions cannot be purchased separately.
Register by September 24, 2025
Space is limited to ensure a manageable class size for instructors and a rich cohort experience. Register online through the WAA online portal.