1:00 PM - 4:00 PM 

PRE-CONFERENCE WORKSHOP:
Building Brand Voice & Tone and Your AI Copywriting Partner

Presenters: Becky Ludkiewicz, Director, Business Development, Capacity Interactive; Dan Titmuss, Senior Consultant, SEO, Capacity Interactive

Build brand voice from the inside out. Capacity Interactive facilitates this interactive workshop to help orchestras define their unique brand values, shape an institutional persona, and identify key target audiences to address across multiple forms of branded marketing communications. 

We'll guide you in the steps to craft a custom brand messaging guide for your organization. This guide will help ensure that copywriting reflects the orchestra's unique mission and values, remains consistent across platforms, and feels like it’s written by the same person regardless of who on the team is writing. 

Then, we'll demonstrate how to use a Brand Messaging Guide and other established brand materials to turn ChatGPT into a brand-loyal copy partner. You will learn how to prompt ethically and discover ways to audit existing copy for consistency and relevance through hands-on practice. 

There is an additional cost to attend this workshop. ($100/members; $150/nonmembers)

8:00 AM - 4:00 PM

REGISTRATION & EXHIBITOR MARKETPLACE OPEN

Make this your first stop at the conference! Get registered, grab a cup of coffee, and connect with businesses and individuals that support our field. Learn more about their services and what they can do for you.  

8:30 AM - 9:00 AM

CONFERENCE ORIENTATION

Presenters: TBA

This helpful overview will quickly orient you to the highlights of the conference agenda, help you get the lay of the land in Santa Rosa, and arm you with networking tips to amplify your time over the next three days when connecting with new colleagues and friends.  

9:00 AM - 10:00 AM

EXHIBITOR SHOWCASE & WELCOME COFFEE

Take a break, grab a cup of coffee and a snack, and head over to the Exhibitor Marketplace. With no other conference activities scheduled, this is the perfect time to visit exhibitors and start a no-pressure conversation. The solutions that these businesses and individuals offer could make your job easier and your mission more impactful. 

10:15 AM - 11:30 AM

BREAKOUT SESSIONS

Breakout 1: Digital Media Across the Concert Experience: Before, During, and After

Presenters: Evelyn Klatt, Chief Development & Marketing Officer, Reno Philharmonic; Annelies Zijderveld, Social Media Manager, SF Classical Voice

This session explores how orchestras and classical music organizations can use digital media storytelling to deepen audience connection before, during, and after the concert experience.

Annelies Zijderveld of San Francisco Classical Voice will share how the publication has expanded into short-form video and social media, including a case study and practical strategies for digital engagement.  

Evelyn Klatt from the Reno Phil will then share how short, musician-led video introductions are integrated directly into live performances to deepen audience engagement and enhance the concert experience. This approach places musicians’ voices at the center of the hall experience, helping audiences connect more personally with the performers and the music before it begins. 

You’ll walk away with practical digital marketing strategies you can adapt for your own concerts and audiences.

Breakout 2: Ensuring Your Artistic Legacy:  Navigating ”Administrative Disasters” in the Arts Sector

Moderator: Tom Clareson, Senior Consultant/BAARN Project Director, Lyrasis/Bay Area Arts Readiness Network
Panelists: Caroline Bamforth, President-Elect & Treasurer, Sacramento Master Singers; Anne Huang, CEO, World Arts West; Velma Lim, Board President, Stockton Symphony; Peter Jaffe, Music Director & Conductor, Stockton Symphony

During these tumultuous times, the arts sector is experiencing administrative disasters such as unexpected funding loss, reputational crises, sudden shifts in key leadership, and external pressures on musicians, artists, and vulnerable communities.

How do we manage this spectrum of new risks to our artistic practices and organizations? How do we identify, mitigate, and prevent administrative disasters, to ensure the viability of community cultural institutions?  

Join us for an informative session on how these and other types of administrative disasters can affect you, and what resources are out there to help.  

Topics will include:  

• • Navigating sudden loss of funding
  • Succession planning practices
  • Crisis communication strategies
  • Safety and protection of vulnerable artists and communities
  • “Grants coaching” and assistance

Breakout 3: Inside the Season Build: A Live Artistic–Administrative Collaboration Lab  

Presenters: Donato Cabrera, Artistic Director & Conductor, California Symphony; Sunshine Deffner, General Manager, California Symphony; Lisa Dell, Executive Director, California Symphony

How does an orchestra season actually come together? This interactive walk-through of how a season gets built offers a rare, behind-the-scenes look at the real process. 

Led by a Music Director, Executive Director, and General Manager, attendees will participate in shaping a season, navigating the very real constraints orchestras face: budgets, staffing, venues, and audience demand. Through live decision-making, participants will explore the collaboration and tradeoffs between artistic ambition, financial feasibility, and marketing impact, highlighting how early alignment across departments leads to stronger, more successful seasons. 

Attendees will leave with practical tools, a replicable workflow, and new strategies for building seasons that are both compelling and sustainable. 

11:30 AM - 1:00 PM

LUNCH BREAK

EMERGING PROFESSIONALS BROWN BAG LUNCH

Create bonds of friendship that can last for the rest of your career! If you have been in the orchestra/performing arts field for less than five years, sign up for this informal lunch provided by ACSO where you can enjoy networking, stimulating conversation, and peer learning. Anyone who identifies as an emerging professional (5 years or less in the field) when they register will receive information in early July about securing a spot. Space will be limited.

1:00 PM - 2:30 PM

PEER FORUMS ROUND 1

In these facilitated give-and-take meetings, join your counterparts at other orchestras and music organizations to share ideas, ask questions, and collaborate on common challenges and opportunities.   

• CEOs with Budgets Over $1 Million
  • Kelly Ruggirello, CEO, Long Beach Symphony

• Executive Directors with Budgets Under $1 Million 
  • Kevin Eberle-Noel, Executive Director, Redlands Symphony

• Board Members
  • Anne-Marie Spataru, Board Member & Board Chair Emerita, Los Angeles Chamber Orchestra 

• Community Orchestras
  • Chelsea Chambers, Executive Director, Peninsula Symphony of Northern California 

• Conductors, Musicians, and Artistic Leaders 
  • Jessica Bejarano, Founder & Music Director, San Francisco Philharmonic; John Wineglass, Composer, JW Productions, LLC

• Development
  • Emily Rankin, Vice President for Development, Pacific Symphony 

• Education and Community Engagement 
  • TBA

• Marketing & Patron Services 
  • TBA

• Operations 
  • Noemi Vera, Director of Operations, Monterey Symphony

• Youth Orchestras 
  • Alex Chu, Director of Education & Community Engagement, Pasadena Symphony & POPS; Nadia Liu, Executive Director, Young People's Symphony Orchestra 

2:30 PM - 3:30 PM

BREAK

3:30 PM - 5:00 PM

OPENING PLENARY

Keynote Conversation
How It Really Works: Truths About Leading in the Arts

5:00 - 6:00 PM

DINNER BREAK

6:00 - 6:30 PM

BUSES TO CHARLES M. SCHULZ MUSEUM

6:30 PM - 8:30 PM

OVERTURE PARTY

Location: Charles M. Schulz Museum

Hosted and sponsored by the Santa Rosa Symphony

Following the opening plenary, join us for the Overture Party at the Charles M. Schulz Museum, hosted by the Santa Rosa Symphony. Enjoy an evening of drinks, appetizers, and lively conversation with colleagues in this one-of-a-kind setting celebrating the art and legacy of Charles M. Schulz, American cartoonist and creator of the Peanuts comics. Take in the museum’s galleries, iconic Peanuts artwork, and charming atmosphere while reconnecting and kicking off the conference in style. ACSO will provide round-trip transportation—just bring your badge and enjoy the evening!

*included with registration

8:30 PM
Buses return to Hyatt

Buses will depart the Schulz Museum every 15 minutes between 7:15 PM - 8:30 PM.

8:30 PM

LGBTQIA+ HAPPY HOUR

Location: TBA

Hosted by ACSO’s Member Engagement, Inclusion, and Belonging Committee

Get to know your fellow LGBTQIA+ colleagues and allies at this casual networking event. This event has a no-host bar. Venue and more information to be announced. 

Advanced registration is requested to provide the venue with a headcount.   

8:00 AM - 4:00 PM

REGISTRATION & EXHIBITOR MARKETPLACE OPEN

Grab a cup of coffee and connect with businesses and individuals that support our field. Learn more about their services and what they can do for you. 

9:00 AM - 10:15 AM

BREAKOUT SESSIONS

Breakout 1: Relationships Matter: Case Studies in Building Community

Presenters: Anne Brown, Former Executive Director (ret), Auburn Symphony; Sue Moylan, Marketing Consultant, Long Beach Symphony; Laura Ritchie, Executive Director, Auburn Symphony; Dr. Anne L. Viricel, Executive Director, San Bernardino Symphony; additional speakers TBD

What does it look like for orchestras to be true community partners? This session explores three real-world case studies that demonstrate how relationship-driven programming can expand reach, deepen impact, and build lasting audience connections. 

The San Bernardino Symphony Orchestra will share how its annual America the Beautiful July 4th concert grew from a strategic partnership with San Bernardino Valley College, aligning shared goals to reach new audiences and strengthen community presence. 

Long Beach Symphony will present its “Third Space” initiative, launched with the 2025/26 season, which transforms the concert experience by intentionally creating space for connection, addressing social isolation through a simple but powerful design shift. 

The Auburn Symphony will highlight Symphony Under the Sky, a collaboration with the Placer Land Trust that brings music into natural settings, inviting audiences to engage with both the arts and the outdoors in meaningful ways. 

Grounded in practical examples and candid lessons learned, this session will equip participants with concrete strategies and partnership models they can adapt to build stronger, more connected communities through their own work. 

Breakout 2: Musician Injuries & How to Avoid Them

Presenters: Jeremy Stanek, Clinical Professor, Stanford University; Other presenters TBA

Most musicians will sustain an injury at some point. Injuries can happen early, and prevalence increases as one's career advances. Led by the founder of the Stanford University Performing Arts Medicine Program, this interactive presentation will review common and uncommon musician injuries, common causes of injury, explore ways orchestras can help musicians avoid injury, and end with a question-and-answer session.

Breakout 3: Building a Major Gifts Program That Performs

Presenters: Christina Campbell, Senior Director at CCS Fundraising; Ruyi Lu, Senior Vice President at CCS Fundraising

A strong major gifts program does not happen by chance. It is built through clear strategy, compelling case development, and consistent leadership engagement. This session will explore how symphonies can strengthen their approach to major gifts by refining their case for support, securing leadership and board buy-in, and creating intentional pathways to move loyal supporters into higher levels of giving.

Grounded in real-world case studies and sector data, we will highlight what is working across organizations today and how those insights can be applied in your own context. Through a combination of presentation and breakout discussions grouped by organization size, attendees will examine practical approaches to making the ask, activating board members, and building momentum in their programs.

Attendees will leave with actionable strategies and tactics to elevate, refine, or build a major gifts program tailored to their organization’s size and capacity.

10:30 AM - 12:00 PM 

FLASH TALKS: INSIGHTS FROM ACROSS THE FIELD

Moderator: Tara Aesquivel, Founder & Principal, Tara Aesquivel Consulting 

Presenters TBA

Learn from your colleagues! This fast-paced session features short presentations highlighting innovative ideas, experiments, and practical lessons from across the orchestra field. Each speaker will give a focused 10-minute talk, offering a quick look at ideas that are working in real time. The presentations will move quickly, ending with a Q&A for all presenters. From audience engagement experiments to creative programming and marketing innovations, these presentations are designed to spark inspiration, share practical insights, and generate conversation among colleagues.

12:00 PM - 1:00 PM

LUNCH BREAK

1:00 PM - 2:15 PM

BREAKOUT SESSIONS 

Breakout 1:  Union AMA: Questions That Keep Coming Up at the Bargaining Table

Moderator: Sunshine Deffner, General Manager, California Symphony 
Presenters: Kale Cumings, President, AFM Local 6; Edmund Velasco, President, AFM Local 7

Many orchestra negotiations encounter common questions and challenges, like attendance policies, recording agreements, service rate increases, cartage, and more. Understanding why these issues surface repeatedly can help both management and union representatives approach negotiations more effectively. 

In this session, Sunshine Deffner, General Manager of the California Symphony, will moderate a conversation with Kale Cumings, President of AFM Local 6 and Edmund Velasco, President of AFM Local 7 about some of the most common themes and questions that frequently arise across orchestra bargaining tables. 

After the facilitated discussion, the session will shift into an “Ask Me Anything” (AMA) format, inviting orchestra administrators in the audience to ask candid questions and engage directly with union representatives. 

The goal of this session is to foster greater understanding between orchestra management and musician union representatives, helping create clearer communication, stronger working relationships, and more efficient bargaining processes. 

Breakout 2: Tools for Challenging Conversations

Presenter: Jessica Schmidt, Principal Consultant, Orchestrate Inclusion

Choosing to step into a space of disagreement, especially in the workplace, can be an unknown and unsure experience. As we strive to build respectful and honest work environments at our orchestras that can hold space for an array of opinions and lived experiences, we need specific tools to allow us to practice and grow. This session will offer participants frameworks and tools to support their engagement in challenging interpersonal discussions. 

Participants will: 

• • Explore what psychological safety is and is not
  • Learn how challenging conversations can exist within the framework of psychological safety
  • Consider the impact of various forms of power on interpersonal interactions
  • Build skills to better assess initial reactions and to make mindful choices when entering a difficult conversation
  • Explore active and reflective listening skills
  • Gain tools to hold curiosity for differences of opinion and experience

Breakout 3: Fundraise and Friendraise through "Story-Listening"

Presenter: Susan Howlett, Consultant, Speaker, Author

People give to organizations where they feel seen, heard, known, and valued. But we focus more on telling things to our stakeholders than listening to them.  Creating opportunities for people to tell us their stories of transformation increases their sense of belonging -- and contributions of time and money follow organically.  Participants will leave this interactive session with a dozen practical, no-cost suggestions for eliciting powerful stories, and a plan for engaging others (including board members) to help in the process. 

2:30 PM - 4:00 PM 

PEER FORUMS ROUND 2

In these facilitated give-and-take sessions, join your counterparts at other orchestras and music organizations to share ideas, ask questions, and collaborate on common challenges and opportunities. 

• CEOs with Budgets Over $1 Million
  • Kelly Ruggirello, CEO, Long Beach Symphony

• Executive Directors with Budgets Under $1 Million 
  • Kevin Eberle-Noel, Executive Director, Redlands Symphony

• Board Members
  • Anne-Marie Spataru, Board Member & Board Chair Emerita, Los Angeles Chamber Orchestra 

• Community Orchestras
  • Chelsea Chambers, Executive Director, Peninsula Symphony of Northern California 

• Conductors, Musicians, and Artistic Leaders 
  • Jessica Bejarano, Founder & Music Director, San Francisco Philharmonic; John Wineglass, Composer, JW Productions, LLC

• Development
  • Emily Rankin, Vice President for Development, Pacific Symphony 

• Education and Community Engagement 
  • TBA

• Marketing & Patron Services 
  • TBA

• Operations 
  • Noemi Vera, Director of Operations, Monterey Symphony

• Youth Orchestras 
  • Alex Chu, Director of Education & Community Engagement, Pasadena Symphony & POPS; Nadia Liu, Executive Director, Young People's Symphony Orchestra 

4:00 PM - 5:30 PM 

PRESIDENT'S RECEPTION

(Invitation only)

The President’s Reception is an opportunity for ACSO to thank our Individual Donors and Conference Sponsors at a gathering that includes drinks and light appetizers. Have a drink on us, network with one another, and know how much ACSO appreciates your support! This reception is open by invitation to our Conference Sponsors and our Donors who have given $150 or more to ACSO in the past year. Add a donation to your conference registration form, or onsite at conference to secure your invitation!

5:30 PM - 6:30 PM

Board Buses to Green Music Center and Boxed Dinner Distribution 

The first bus will depart at 5:45 PM and the second bus will depart at 6:00 PM. If you purchased a boxed dinner with your registration, you will pick it up prior to boarding the bus.

6:30 PM - 7:15 PM

PICNIC ON THE LAWN AT GMC

If you have purchased a boxed dinner, you will pick it up prior to boarding the bus at the Hyatt. Please note that seating is not provided at GMC and we encourage you to enjoy your meal picnic-style on the lawn before the concert.  Please note that there are no chairs or blankets, so we encourage you to dress appropriately as you will be sitting outside on a lawn.   

7:15 PM 

SANTA ROSA SYMPHONY CONCERT:
Road to Appalachia featuring Mark & Maggie O’Connor 

Weill Hall, Green Music Center 

Francesco Lecce-Chong, conductor
Mark O’Connor, violin
Maggie O’Connor, violin

GABRIELA LENA FRANK: Elegia Andina
AARON COPLAND: Appalachian Spring
GABRIELA LENA FRANK: Escaramuza
MARK O'CONNOR: Song of the Liberty Bell for Violin and String Orchestra; Strings & Threads Suite for Violin and String Orchestra

Violinists Mark O'Connor and Maggie O'Connor return to Santa Rosa with music that bridges concert hall tradition and the roots of American sound. Their works Song of the Liberty Bell and Strings & Threads Suite blend classical form with folk melodies and virtuosic fiddling, creating a vibrant, living expression of American music.

At the heart of the program is Aaron Copland’s Appalachian Spring, a landmark of the American repertoire. Premiered in 1944 for Martha Graham, the score captures a sense of optimism and renewal, culminating in the beloved Shaker tune “Simple Gifts.”

Woven throughout the concert are two striking works by Gabriela Lena Frank Elegía Andina and Escaramuza—which draw on Latin American influences to expand and enrich the idea of what “American” music can be.

From Appalachian landscapes to Andean echoes, this program traces a musical journey shaped by tradition, migration, and reinvention—an evolving portrait of a nation in sound.

Cost:

• $62/ticket (includes transportation)
• $48/boxed dinner

Post-Concert (approx 9:30 PM)

Buses return to Hyatt Regency Sonoma Wine Country

8:00 AM - 1:00 PM

Registration & Exhibitor Marketplace Open 

Grab a cup of coffee and connect with businesses and individuals that support our field. Learn more about their services and what they can do for you. 

9:00 AM - 10:15 AM

ACSO Annual Meeting & Awards Breakfast 

Over continental breakfast, members will vote on the slate of new and renewing ACSO board members, meet new board officers, thank outgoing board members, and learn about the association’s financial health, mission-driven work, and future initiatives. ACSO will also present awards to remarkable individuals and organizations for their meaningful contributions to the orchestra field.

10:30 AM - 11:45 AM

BREAKOUT SESSIONS

Breakout 1: Building a Fundraising Board: From Expectations to Action

Moderator: Catherine Heitz New, CEO, RSC Associates 
Presenters: Kathryn R. Martin, President & CEO, Santa Barbara Symphony & Next Chapter Coach; Renee Rymer, Board Member, Marin Symphony; Corinne Byrd, Board Member, Santa Rosa Symphony

Fundraising growth is essential to every orchestra, yet Board fundraising remains a persistent challenge for many. Not because Board members aren’t willing to help, but because expectations are unclear and roles are too broad. 

The session begins with a framework from RSC Associates CEO Catherine Heitz New on building a fundraising Board. She will outline what it takes to move from good intentions to clarity, focus, and results without burning out staff or volunteers. From there, Catherine will moderate a conversation with leaders from several organizations who will share their successes and lessons learned. 

Participants will walk away with: 

• • A clear picture of what a fundraising Board does (and what it doesn’t)
  • Practical, adaptable fundraising fundamentals that work regardless of Board size, structure, or current engagement level
  • Ideas for engaging specific Board members in fitting, fulfilling fundraising roles
  • Approaches that strengthen accountability while protecting staff capacity
  • Real-world perspective from Board leaders on what sustained engagement looks like over time 

Breakout 2: Why Program Notes? Writing to Engage Listening

Presenters: Lev Mamuya, Publicist, LA Phil and Contributing Writer, San Francisco Symphony; Alicia Mastromonaco, Contributing Writer, Program Notes, San Francisco Symphony;  Benjamin Pesetsky, Associate Director of Editorial & Inside Music Talks, San Francisco Symphony

Program notes are more than background. They’re a powerful tool for deepening connection, curiosity, and meaning for your audience. So what do great program notes look like today, and how can orchestras get them?

Join three California-based program note writers for an inside look at how they craft writing that brings music to life. This conversation goes beyond the page, exploring how notes can strengthen your organization’s voice, align with marketing and communications strategies, and tie into experiences like preconcert talks.

Panelists will also share practical guidance on hiring and working with writers, editing and proofreading, and navigating licensing, copyright, and the implications of AI.

No matter your orchestra’s budget size, you’ll leave with actionable ideas for creating compelling program notes, streamlining your workflow, and turning every concert into a richer, more connected listening experience.

Breakout 3: Building Relevance, Connection, and Community through Early Childhood & Youth Programming for Orchestras 

Presenters: Kate Battenfield, Executive Director, San Diego Youth Symphony; Stephen Salts, Director of Learning & Youth Programs, San Diego Symphony

How can orchestras remain deeply relevant to the people and communities they serve—starting from a child’s very first musical experiences? This session explores how early childhood and family programming can anchor orchestras as trusted, relationship-based community institutions rather than solely performance-focused organizations. 

Using San Diego Youth Symphony’s ChIMES (ages 0–5) and Music Discovery (ages 5–7) as a case study, presenters will share how thoughtfully designed programs create joyful, welcoming spaces for families while embedding music into everyday life. Learn how consistent teaching artists, strong curriculum, and community partnerships foster belonging, curiosity, and long-term engagement. 

Participants will leave with practical strategies to design accessible, mission-aligned programs that strengthen community ties, support child development, and build sustainable pathways into lifelong participation in the arts while establishing orchestras as familiar, supportive presences within their communities. 

11:45 AM - 1:30 PM 

CLOSING PLENARY & LUNCHEON

Keynote Conversation
Composing Connection: Identity, Community, and the Future of the Orchestra 

Keynote Speaker: Gabriela Lena Frank, American pianist and composer, in conversation with Francesco Lecce-Chong, Santa Rosa Symphony Music Director 

In this keynote conversation, acclaimed composer Gabriela Lena Frank joins Santa Rosa Symphony Music Director Francesco Lecce-Chong to explore how music can reflect identity, build bridges across cultures, and deepen orchestras’ relevance in today’s world. Drawing from Frank’s richly personal body of work and Lecce-Chong’s leadership on the podium, the conversation will examine the evolving role of composers and conductors as storytellers, collaborators, and community connectors. Together, they will offer insight into how orchestras can embrace authenticity, creativity, and cultural dialogue to shape a more vibrant and inclusive future.