By Zoe Williamson, SUNY Potsdam '24
Interning as an assistant to the Executive Director of the Orchestra of Northern New York has been incredibly rewarding and enlightening. This experience has taught me the importance of staying humble and always being open to learning, which is essential for growth and adaptability in the dynamic field of music and arts management. Under the guidance of the Executive Director, Kathy Del Guidice, I was able to observe and participate in the strategic planning, operational management, and community engagement efforts essential to the orchestra’s success. This essay explores the various aspects of my internship, highlighting the skills acquired and the invaluable lessons learned during this period.
Within the first two weeks of my internship with the Executive Director of the Orchestra of Northern New York (ONNY), I was introduced to Stripe, an online payment processing system. My initial project, the “Donor Thank You Project,” involved using Stripe to organize receipts numerically and compile a list of recent donors to the orchestra. This list was essential for writing personalized thank you letters, expressing our gratitude for their support.
Additionally, I created a comprehensive list of local law firms, doctors’ offices, churches, veterans’ organizations, rotary clubs, lions clubs, historical societies, and fraternal societies. I addressed envelopes to these organizations, enclosing letters, flyers, and newcomer ticket vouchers for the upcoming Pops concert in July. Sending these materials a month in advance was crucial for effective promotion and allowing these groups ample time to plan for the event.
Furthermore, I contacted newspapers and radio stations to update ONNY’s media list, ensuring they receive press releases about ONNY’s upcoming concerts. Through the “Donor Thank You Project,” I realized the importance of maintaining strong relationships with donors. Expressing gratitude and keeping them informed fosters continued support and engagement.
Another significant project I was assigned during my internship was the distribution of promotional flyers. I distributed flyers to Crane and went to volunteers’ homes, who would then place them around the Potsdam, Norwood/Norfolk and Massena areas. These volunteers placed flyers in locations such as community centers, libraries, coffee shops, and local businesses. Their efforts were crucial in ensuring that the promotional materials reached a diverse audience.
The flyer distribution project was an effective marketing strategy for several reasons. First, it increased the visibility of the orchestra within the community, making more people aware of the concerts. Second, it fostered a sense of community involvement, as local residents and businesses became part of the promotional efforts.
Through this project, I acquired valuable knowledge about marketing and the critical role of community engagement. It highlighted how teamwork and strategic placement of promotional materials can greatly amplify the reach and effectiveness of promotional efforts.
A very important project I managed was the filing of W-9 and mileage forms. It was crucial to keep these forms organized and secure as they contain social security numbers, and I was responsible for tracking incoming forms and filing them accurately for payroll purposes. This task required strong organizational skills to ensure the integrity and confidentiality of the documents. By effectively managing this process, I played a key role in maintaining the smooth operation of our payroll system and supporting the financial accuracy of our orchestra.
Another task I was given involved writing numbers on the ticket vouchers for upcoming concerts. While this process was quite time-consuming, it was essential for maintaining an organized and efficient ticketing system. Each numbered voucher allowed us to accurately track ticket distribution. Although numbering the vouchers required a lot of attention to detail and patience, it was crucial for ensuring a seamless experience for the audience.
After the 2024 Pops concert, I had the responsibility of driving one of our musicians to the Cornwall train station. This task was part of our broader efforts to ensure smooth and efficient concert operations, a responsibility overseen by our Executive Director. By providing transportation, I helped facilitate the musician’s timely arrival for his next engagement, demonstrating commitment to supporting our musicians both on and off the stage. This experience highlighted the importance of teamwork and attention to detail in the successful management of the orchestra’s logistical needs.
I also had the opportunity to create my first audience survey flyer for the Orchestra of Northern New York (ONNY). This project involved designing questions that audience members would answer after attending a concert. By collecting this feedback, we gained valuable insights into what our audience enjoys, areas they feel need improvement, and suggestions for future performances. This information is crucial for us to enhance the overall concert experience and better meet the expectations of our patrons. The survey not only helped us understand our audience’s preferences, but also demonstrated our commitment to continuous improvement and audience engagement.
These responsibilities, while essential, could consume a significant portion of the Executive Director’s time and prevent her from focusing on strategic initiatives. However, with the support of an assistant, these tasks are efficiently handled, allowing the Executive Director to dedicate more time to special projects and high-level planning. This collaboration not only enhances the overall efficiency of the orchestra’s operations, but also enables the Executive Director to drive forward important initiatives that contribute to the orchestra’s growth and success.
One of my significant projects during the internship was creating a comprehensive database of the orchestra’s repertoire from the past 36 years. This database was especially important because the Music Director and Conductor, Colonel Michael J. Colburn (USMC, Ret.), is new to the orchestra and might not be aware of which pieces have been performed recently. By providing him with an easily searchable database, he can ensure that upcoming programs do not repeat works that have been performed in the recent past.
Another important project I undertook during my internship was organizing and labeling folders of music in the ONNY-Sweetgrass Music Library, arranging them alphabetically by the composer’s last name on the shelves. This careful process required a lot of attention to detail to ensure each piece was correctly categorized and filed. Any music that had not yet been filed was placed in three boxes to be sorted later. While it was a time-consuming task, it was incredibly important for maintaining an organized and accessible music library.
I wrote a news release for the final summer series of 2024, starting with an engaging title that captured the essence of the event. I included key details such as the date, time, and location of the concert, ensuring that all essential information was easily accessible. The release also highlighted the featured performers, providing a brief overview of their roles in the concert. To add depth and context, I included biographies of the singers, showcasing their backgrounds and accomplishments.
Towards the end, I helped the Executive Director with mailing business and individual appeal letters along with response forms. I addressed and inserted the appeal letters and response forms, then mailed them at the post office. These appeals are essential for maintaining communication with supporters and securing funds, which help sustain the orchestra’s performances.
My internship with ONNY was an incredibly valuable experience, and I am deeply thankful for the opportunity to work alongside the Executive Director of an orchestra that truly inspires and entertains. Through this internship, I honed my existing skills and developed new ones. I had the chance to form a mentor-mentee connection, ask questions, receive clarification, and learn from music business professionals. I gained insights into the organization’s operations, marketing approaches, and promotion plans, which I can apply to my future studies and career.