Author: Ben Walworth

If you have ever attended a live performing arts event, you know that your main focus should be on the stage in front of you. Even as a strong fan of musicals and the arts, I find myself occasionally wondering what is happening in the wings or backstage. I’ve also always been curious to know how the performance got to the venue and what occurred to make the production possible. By interning at Walton Arts Center this past spring, I was able to take a look “backstage” and gain a better understanding of the many components required to make a performance possible.

I’ve always enjoyed seeing musicals, going to concerts, and attending other performing arts events. Even before I came to the University of Arkansas, my family and I had enjoyed shows at Walton Arts Center, since it was one of the closer venues that brought in touring Broadway shows. Looking to get involved beyond campus and in the broader Northwest Arkansas community, I started volunteering at Walton Arts Center in the fall of 2021. As a volunteer at Walton Arts Center, you work in positions that are considered “front-of-house”, such as greeting patrons, scanning tickets, working as an usher, and other similar roles. I have really enjoyed volunteering over the last three years and playing a small role in the success of each performance; however, I was still intrigued as to what happened behind-the-scenes to make each show a reality.

So, when I saw the job listing for a marketing internship at Walton Arts Center and Walmart AMP, I knew I had to apply. I was offered the position and started the internship in February. There were several key duties that I was responsible for as an intern. First, I collaborated with other marketing team members to identify and facilitate giveaways and other promotional opportunities with local businesses. The goal of these partnerships was to identify unique ways to advertise upcoming concerts and productions to our target audiences. Second, I helped create signage that provided important pre-show information to patrons for over 20 shows. Third, I ensured that the marketing/advertising budget for each show was kept up-to-date and that invoices were received and input correctly.

Through this experience, I was able to better understand the importance of both paid media tactics and guerilla marketing strategies such as postering. It was fascinating to see how each show or concert used a specific marketing mix—including radio, tv/streaming, digital, and print—to reach their target audience. This background has already proven to be helpful in my current role as a marketing intern for Tyson Foods. I am excited to continue building on this experience and knowledge by pursuing my MBA at the University of Arkansas starting Fall 2024.

Prior to this internship, I had no idea how much strategy and work went in to marketing a show or event. While the internship has concluded, I still serve as a volunteer at Walton Arts Center. Thanks to this internship, I have a greater appreciation for all that happens both on and off-stage to make each show a success.