IFEA 64th Annual Convention & Expo IFEA 64th Annual Convention & Expo
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Inspire the Industry - Measuring the Full Value of Your Festivals and Partnerships

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Room - Colony Ballroom

Lesa Ukman
Lesa Ukman Partnerships, Founder

Lesa Ukman founded IEG, a legendary company in the sponsorship space and is now pioneering the work of valuing social capital, through her ground-breaking ProSocial Valuation service, a joint venture with Performance Research. Passionate about business and partnerships with sports, arts, entertainment and causes as a force for good, ProSocial was named one of the top 10 innovations of 2016 by Sports Business International.

Curt Mosel
ArtsQuest, Chief Operating Officer

As Chief Operating Officer for ArtsQuest, Curt Mosel leads a 30 plus-person team responsible for marketing, public relations, ticketing, operations, merchandise, IT and corporate partnership initiatives supporting the nonprofit’s arts and cultural programming for the region. These events and programs - the majority of which are free to attend - include Musikfest, the nation’s largest free music festival; 12 arts and cultural festivals; and the programs of the ArtsQuest Center and SteelStacks, an adaptive reuse of the city’s former Bethlehem Steel plant that has transformed the old mill into a thriving arts and entertainment district. 

Curt is a graduate of the University of Iowa, where he earned his bachelor’s degree in communications, with a minor in business administration. He began his professional career in entertainment with the Minnesota Timberwolves in 1994 and served as a Senior Ticket Sales Executive as well as Corporate Sales Manager for the Timberwolves and WNBA’s Minnesota Lynx. In addition, he has worked as Director of Tickets Sales for Major League Soccer’s Chicago Fire, and spearheaded the marketing efforts for The Morning Call daily newspaper most recently before joining ArtsQuest in 2010.  

With his experience in sports & entertainment marketing and event planning, Curt has successfully led the development of several dynamic arts and cultural programs for ArtsQuest and the Lehigh Valley region of Pennsylvania including the FIFA World Cup™ SoccerFest & Viewing Party in 2014. The outdoor viewing event, designed to celebrate the international appeal of the World Cup, attracted more than 50,000 people to Bethlehem, a city of less than 75,000 residents, and was named one of the Best New Events of 2014 by the International Festivals and Events Association. 

Curt serves on the Nonprofit and Business Partners Council for the Greater Lehigh Valley Chamber of Commerce and the Parkland Area Soccer Club board assisting in marketing and partnerships. He’s a resident of Allentown, Pa, where he lives with his wife, Jamie, and their two children. 



In 1995, Bethlehem Steel shuttered the last blast furnace in its eponymous hometown, leaving behind the very real possibility of Bethlehem’s demise. But today the City is thriving. And ArtsQuest, the organization behind the Bethlehem Musikfest, helmed the reinvention. It built year-round centers for visual and performing arts that draw 1.8M visitors, brings programming to senior centers that improves health, and provides after-school programs that increase student graduation rates. Traditionally, ArtsQuest has measured its value by economic impact. But this overlooks the “public goods” ArtsQuest creates, such as community attachment and social well-being, as well as the powerful contributions of ArtsQuest’s smaller events, which create measurable value such as accelerating the integration of new immigrants into the community. And, economic impact studies don’t account for the value created by sponsors who activate festival partnerships with social good overlays. Lesa and Curt will share the broader pro-social framework of value used to quantify the community, civic and human capital created by ArtsQuest and its partners and how ArtsQuest is using the ProSocial Valuation to tap new sources of revenue.

Sponsored By: 

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