DCPA Names Lisa Mallory VP

The Denver Center for the Performing Arts (DCPA) named Lisa Mallory its vice president of marketing and sales where she will oversee an 80-person team that manages services for the $57 million nonprofit organization. DCPA engages 1.1 million people through its six pillars – Broadway, Theatre Company, Off-Center, Cabaret, Education and Event Services. She will officially take the role March 5.

"Lisa's extensive and impressive work in the non-profit performing arts sector make her the perfect complement ot the productions she will promote, the staff she will manage and the patrons she will welcome to the DCPA," says DCPA president and CEO Janice Sinden. "She is an innovative arts marketing leader who is passionate about the Denver Center for the Performing Arts as she is proud to be from Colorado. We're glad she's home."

Mallory comes to the DCPA from Bravo! Vail where she most recently served as vice president of marketing. In three years at Bravo! Vail, she increased revenue by 30 percent and paid capacity from 78 percent to 91 percent. 

Previously, she was the chief marketing officer for the Metropolitan Opera in New York and the vice president of marketing and communications for BAM (Brooklyn Academy of Music). There she reversed an eight-year decline in subscription sales and revamped its pricing structure, resulting in the highest revenue per performance in its history. During her 10 years at BAM, she doubled the revenue and attendance to more than $12 million and 600,000 respectively.

With a background in technology and a bachelors in international affairs from the University of Northern Colorado, Mallory spent the last 15 years as a professional arts marketer. Her expertise includes IT, brand management, customer service, multi-media strategies, publications, publicity, research and analytics, ticketing and demand-based pricing, and traditional, digital, social and content marketing.

"For years I've been a great fan of the DCPA and have been fortunate to be in the audience for a variety of shows," Mallory says. "This opportunity offers the chance to bring some of the skills and experience I've developed throughout my career in New York and Vail to an institution I've always admired in my hometown. Between my personal passion for the DCPA and the professional challenge of the job itself, I feel the position could not be more a perfect fit. I am inspired by the mission of the Denver Center and by the extraordinary contribution that DCPA makes to the cultural life of our city."