It’s a scientifically proven fact that some of the most interesting things that happen at a conference occur outside of the meeting rooms. 

They happen in the hallways.

They happen in the hotel rooms, if that’s how you roll.

And they happen at the bar.

If you would have been at a particular bar, during a particular conference several years ago you would have seen me at a table with a notepad and a pen.

I was writing out my master plan for leaving the world of arts marketing.

I wasn’t preparing to quit because I dislike the organization I work for.  I liked it very much.  I still do.  But I had gotten tired of doing the Job.

You probably know what I mean when I say “the Job.”  Preparing tactics, maximizing revenue, putting “butts in seats”, that sort of thing.

Frankly, I was bored with it all.  I mean, I love a riveting conversation about increasing your social media presence as much as anyone but it can get a little monotonous.

After a while, a mixture of deep thinking plus gin plus tonic made something pop into my head that I never forgot.

What if all that stuff wasn’t really my job?

Don’t get me wrong, selling tickets is what I am paid to do.  But is that really my job?  Or is there a difference between the two?

That’s when I decided that my job, the thing the organization I work for really needs me to do, was something different.

My job was to enable change.

Because when marketing truly works, that is what it does.  It changes people.  It changes how they see the world.  It changes how they see themselves.

But it isn’t just about changing the outside world.  It’s about advocating for change inside the places where you and I work.

If you’ve been doing arts marketing for more than 10 minutes you probably understand that creating change inside the spaces where you work can be much harder, and sometimes way more important than the work you do in the public.

That’s one of the thoughts behind the “Marketers as Change Makers” Track at this year’s NAMP.  It’s a space where you can get the tools, wisdom and encourage you need to help make your organization a better place.

It’s a space where you, yes you, can engage some of the most vital challenges of the field.  Inclusion, access, privilege and diversity.  Then you can take what you learn back into the place where you work and make something special happen.

A mentor of mine reminds me often that the true measure of your value in any environment is what would be missed if you were gone.

I’ve sold a lot of tickets in my day.  You probably have as well.  But the truth is that ticket sales are fleeting.  The money comes in and it goes out.  That’s how this world works.  I’ve set every ticket record my theatre has ever had and when I leave someone else will break those records.  Sales are important.  They are necessary.  But they aren’t change.  And they don’t necessary create an impact that would cause people to miss you when you are gone.

But imagine a world where you not only sell stuff, but you also create change. 

Imagine a world where you help new audiences feel welcome.

Imagine a world where you help your organization value people they previously didn’t value very much.

That is an impact that will last long after your tenure ends.

That’s something people will remember.

And that’s what the Marketers as Change Makers track at NAMP is all about.  It’s about doing your job.  Your real job. 

I hope you’ll choose to make some or all of the experiences on that track part of your NAMP experience.  Either way I’ll see you in Salt Lake City.  I’ll be the one causing trouble after all the sessions.

Adam Thurman is leading a Community Forum on Advocating for New Audiences at the National Arts Marketing Project Conference 2015. REGISTER before today’s online registration deadline of 10/23! After this date, you may also register onsite at the Sheraton Salt Lake City Hotel.