Segerstrom Center for the Arts

Segerstrom Center for the Arts - by RMA Photography.jpg

The Client

Segerstrom Center for the Arts is a multi-disciplinary performing arts center based in Orange County, CA. As the County’s largest non-profit arts organization, the Center presents a diverse array of programming spanning touring Broadway, classical and contemporary music, dance, cabaret, and more. The Center is also the artistic home to three of the region’s major performing arts organizations: Pacific Symphony, Philharmonic Society of Orange County, and Pacific Chorale.

The Need

When Casey Reitz joined the Center as its new President in late 2019, the role of VP of Marketing & Communications was vacant, and he engaged TOCG to conduct a search. In preparation, Casey wanted to take the opportunity in his early days to engage a thought partner to determine highest priorities for the new marketing leader, gather insights from the existing marketing team, and recommend a roadmap for the coming year.

The Process

As the lead consultant on this project, Tom O’Connor:

  • met in-person in Orange County with several members of the marketing, communications, guest services, and executive leadership team—some of his final client (and human) interactions before lockdown commenced in New York City

  • conducted a thorough material review

  • delivered a series of opportunities and recommended priorities for the new marketing leader

  • conducted a national search

The Results

In July 2020, following our national search, the Center appointed Lisa Middleton as VP of Marketing & Communications, a global leader in arts marketing. TOCG’s recommended priorities provided Lisa with useful perspective as she commenced in the role.

Explore the Tom O’Connor Consulting Group website to learn more about Our Services, Our Team, and Our Clients.

TOCGMarketing & Audience Strategy