Track & Engage Audiences Beyond the Theatre

by Selena Juneau-Vogel

in National Conference

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(This post is part of the 2014 TCG National Conference: Crossing Borders {Theatre | Technology} blog salon, curated by Jacqueline E. Lawton.) 

JACQUELINE LAWTON: First, please tell us a bit about yourself and your organization.

SELENA JUNEAU-VOGEL: I’m an art nerd and a builder. I work at Fractured Atlas, a nonprofit tech company that provides business tools to artists. We have 30,000+ members all over the country who work in all sorts of artistic disciplines. I lead the development of, a business management platform that helps artists and arts organizations sell tickets, take donations, and track fans. lives on the cloud, it’s easy to use, it’s built specially for artists, and accounts are free.

JL: Next, please share the title and description of your breakout session, so that folks can find you.

SJV: Brad Carlin, Managing Director of the Fusebox Festival in Austin, and I are co-leading a session called “Track & Engage Audiences Beyond the Theatre.” For over a year, Brad and I have worked together to define management tools that will help Fusebox Festival experiment with some new business strategies. In April 2014, Fusebox switch from a pay-per-event model to an entirely free festival. Their hypothesis was that they could make as much money from targeted donation appeals and corporate sponsorships as they had in past years from ticket sales. They also thought a free festival would help the festival attract a larger and more diverse audience. Fusebox used a variety of tools, including, to test these assumptions This session will cover the inspiration and results of Fusebox’s experiment, the collaborative work with Fractured Atlas, the technology behind it all, and how other organizations might conduct audience experiments of their own.

JL: Now, what inspired this breakout session?

SJV: Art and technology both thrive with iterative development.

JL: Finally, what do you hope participants learn from this breakout session?

SJV: We are inspired to remind our colleagues of their innate capacity for experimentation and encourage them to apply that attitude to their business and management tactics. We will present Fusebox as a case study, suggest a framework for conducting these experiments, and offer breakout time to consider experiments in your own organizations.

At Fractured Atlas, Selena Juneau-Vogel facilitates the development the software platform and community. Previously, Selena managed leadership programs for the Arts & Business Council of New York and founded Emerging Leaders of New York Arts (ELNYA). She received her BA from Brown University and an MPA from NYU Wagner School of Public Service.

Selena geeks out about art+tech connections, site-specific projects, and finding the most unique food in any city.


Jacqueline E. Lawton received her MFA in Playwriting from the University of Texas at Austin, where she was a James A. Michener fellow. Her plays include Anna K; Blood-bound and Tongue-tied; Deep Belly Beautiful; The Devil’s Sweet Water; The Hampton Years; Ira Aldridge: Love Brothers Serenade, Mad Breed and Our Man Beverly Snow. She has received commissions from Active Cultures Theater, Discovery Theater, National Portrait Gallery, National Museum of American History, Round House Theatre and Theater J. A 2012 TCG Young Leaders of Color, she has been nominated for the Wendy Wasserstein Prize and a PONY Fellowship from the Lark New Play Development Center. She resides in Washington DC and is a member of Arena Stage’s Playwrights’ Arena.