national arts marketing project
2009 Workshops

Panelist Bios

José Antonio Cruz
Associate Producer, Repertorio Español , New York , New York

José Antonio Cruz holds a B.A. in communications and theater production and a M.A. in performing arts administration, both from New York University. Cruz has interned at Walt Disney Theatrical Productions and Stephen Sondheim’s Young Playwrights, Inc. He has volunteered for organizations such as The Luis A. Ferré Performing Arts Center in San Juan, Puerto Rico and Judith Sloan’s & Warren Lehrer’s Earsay in New York. He began working for Repertorio Español in 2002 as Director of Audience Development and Public Relations.

Cruz has fostered strong ties with the community allowing the organization to gain new streams of revenue and creative opportunities for artistic development. Cruz’s strategies increased individual ticket sales by 30 percent during his first three years in the Company and boosted box office revenue to over $1 million during 2006 despite the theater’s limited 140-seat capacity and an average ticket price of $23.

Cruz is now Repertorio’s Associate Producer and was appointed to the Board of Directors in 2006. Cruz is involved in all aspects of the Company including artistic and audience development, fundraising, finance and budgeting, and Board development.

Cruz was born and raised in Puerto Rico and moved to New York in 2000 to continue studies at New York University’s Gallatin School of Individualized Studies after two years at the University of Puerto Rico. His knowledge and commitment to the New York Hispanic Community combined with his passion for theater, administration, strategic communications, and technology have empowered Repertorio Español to approach its audiences in a more personal way with innovative and efficient new methods. Cruz has served in panels for the Lower Manhattan Cultural Council and the National Endowment for the Arts.

Back to Workshop Details