"I believe in a culture that connects.
That transforms.
That is built in close connection with its audiences."

My career is linked to audience development, cultural strategy and innovation applied to management.
I support organizations, institutions, public administrations, festivals, cultural entities and networks in their relationship with audiences, from an integrative, emotional and strategic perspective.

For more than 30 years, I have promoted projects that understand culture not as a product to be offered, but as a shared, living experience at the service of people and communities.

project

position

period

Grup Focus

Corporate Relations Director

2017

Grup Focus

Corporate Relations Director

2017

Grup Focus

Corporate Relations Director

2017

Grup Focus

Corporate Relations Director

2017

Grup Focus

Corporate Relations Director

2017

download cultural management CV

theatre

media appearances

Pepe Zapata, gestor cultural i actor estrena L’enterrador a la Villarroel de Barcelona

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Pepe Zapata, gestor cultural i actor estrena L’enterrador a la Villarroel de Barcelona

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Pepe Zapata, gestor cultural i actor estrena L’enterrador a la Villarroel de Barcelona

Go to source

Pepe Zapata, gestor cultural i actor estrena L’enterrador a la Villarroel de Barcelona

Go to source

Pepe Zapata, gestor cultural i actor estrena L’enterrador a la Villarroel de Barcelona

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language:

language:

curation

I support institutions, venues and cultural networks in the design and development of spaces for sector reflection and the creation of strategic content. I work from an integrative, critical and proactive perspective that connects analysis, trends and experiences from the cultural ecosystem.

My approach combines research, storytelling, mediation and facilitation, with the aim of activating collective thinking, sharing learnings and projecting new narratives for the sector.

talks

[1] Audiences, beyond spectatorship

How to think about cultural audiences not only as spectators, but as communities with agency and their own voice. A strategic vision of the transformation of the relationship between institutions and citizens.

[2] The power of the cultural community

From marketing to complicity. How to build lasting relationships between cultural organizations and their audiences through trust, participation and emotional commitment.

[3] Young audiences: connecting without paternalism

Real strategies to understand and connect with new generations through respect, listening and the joint design of relevant and meaningful cultural experiences.

[4] Culture and data: from CRM to empathy

How to use tools such as CRM, segmentation or audience analytics to create more human, inclusive and sustainable experiences.

[5] Audiences and digital transformation

Beyond social media: how digitalization is changing not only channels, but also the way we connect with people. Opportunities, challenges and learnings from the cultural ecosystem.

[6] Culture in times of change

A journey through good practices and recent learnings around audience management in contexts of crisis, change and reinvention of the cultural sector.

[7] Tailor-made talks

Design and development of customized talks according to the needs, audiences and objectives of each organization, combining inspiring content, real examples and participatory dynamics.

training

[1] Audience strategies for cultural institutions
Keys to designing, implementing and evaluating effective, sustainable audience plans aligned with the institutional mission. From diagnosis to action.

[2] CRM for cultural management: from data to relationship
Practical training on how to use audience management tools (CRM, ticketing, email marketing, automation) to create personalized and relevant relationships.

[3] Cultural communication in the digital age
How to adapt an institution’s communication strategy to new digital environments: channels, formats, content, metrics and narrative innovation.

[4] Young audiences: languages, channels and complicity
Analysis of good practices, trends and methodological proposals to connect with new generations through respect, empathy and collaboration.

[5] Audiences and participation: beyond mediation
Exploration of formats, methodologies and cases that place the audience at the center: co-creation, audience councils, shared governance, active educational programs.

[6] Pitch and presentation of cultural projects
Tools to structure, narrate and defend cultural projects with clarity, impact and emotion. From idea to impact: pitch techniques, storytelling and practical simulations adapted to different interlocutors.

[7] Artificial intelligence and culture
A practical introduction to the use of AI in culture: tools, cases and reflections to apply it critically, creatively and in alignment with the values of the sector. We explore opportunities, challenges and tools to integrate AI into different cultural fields.

[8] Culture and organizational transformation
How audience development processes can become drivers of internal change in organizations: leadership, structure, values, dynamics and professional culture.

[9] Tailor-made training and mentoring
for teams and projects
Design of specific content and sessions adapted to the context, needs and objectives of each institution. In-person, online or hybrid formats, always participatory.

strategic consultancy

I support cultural institutions, public administrations, performing arts venues and festivals in processes of reflection, diagnosis and transformation linked to their audiences and communities. I work from a strategic, sensitive and data-based perspective, with the aim of aligning values, objectives and experiences. My approach combines listening, analysis, planning and applied innovation to generate real impact in the relationship between organizations and the people they address.

Audience and ecosystem diagnosis
Qualitative and quantitative analysis of the connection with current and potential audiences. From brand perception to consumption habits, including experience and barriers.

Design and implementation of audience plans
Development of acquisition, loyalty and participation strategies, with monitoring indicators and realistic, sustainable action proposals aligned with the organization’s mission.

Digital transformation and use of CRM tools
Support in technological integration processes for audience management: CRM, ticketing, campaign automation, segmentation and communication personalization.

Evaluation and impact measurement
Design of methodologies and tools to evaluate the social, cultural and relational return of cultural projects. From data to decision-making.

Facilitation and participatory processes
Design and facilitation of active listening spaces with audiences, teams and communities. From audience councils to co-creation sessions, mediation or shared strategic consultancy.

Corporate strategy and institutional positioning
Support in the definition of identity, narrative and institutional positioning, integrating ESG criteria as an axis of coherence, sustainability
and public projection.