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Management Workshop Series
MetLife Foundation National Arts Forum Series
National Arts Marketing Project
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national arts marketing project
Workshops
Panelist Bios
Shelly Felder
Director of Marketing and Customer Relations,
92nd Street Y,
New York, New York
Shelly Felder is director of marketing and customer relations at the 92nd Street Y, a 132-year old cultural institution and community center serving more than 300,000 visitors annually. Heading a department of 27, Ms. Felder is responsible for the development, execution and management of communications and marketing strategies, as well as customer service, for the roughly 5,000 educational, performing arts, fitness, health, social and family programs. This includes increasing corporate partnerships and support for the Y, as well as generating earned revenue through ticket sales representing 70 percent of the Y’s $50 million budget. During her tenure, she has spearheaded a complete redesign of the Y catalog, streamlined and upgraded the sales and customer service department and played a role in launching the Y website in August 2001.
Ms. Felder has over 25 years experience in public and private sector marketing and sales. Immediately prior to joining the 92nd Street Y, she was director of group sales and services at Liberty Science Center in Jersey City, New Jersey, where she was responsible for the youth and adult group markets as well as domestic and international tourism. She served as acting vice president of marketing and communications, directing the consumer ad campaign for the overall institutional image. Ms. Felder also has held executive positions in marketing for independent educational sales divisions of Grolier Publishing and P.F Collier.
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