PURPOSE & PLAN

We are a membership association of touring and performing arts professionals engaged in promoting and presenting performing arts throughout the Western states and provinces. Since 1967, WAA has helped generations of artists, artist managers, presenters, and other performing arts professionals realize their artistic and public service goals through convening, leadership and professional development, market development, and fieldwide equity initiatives.

OUR MISSION

Our mission is to serve a thriving performing arts community in the West.

OUR VISION

We envision a world where…

  • Communities throughout the West believe the performing arts are essential to their daily life.

  • The arts celebrate humanity and engage people across cultural, social and economic orientations.

  • Artists and a vibrant touring network connect audiences and communities.

  • The field attracts, sustains, and advances a diverse cohort of professionals representing the full spectrum of the performing arts.

  • The West leads the way in innovation and creativity.

OUR VALUES

WAA is an expansive community where members connect, build strong relationships, share, and develop ideas.

  • WAA strives to support and serve an informed and engaged field of artists, agents, managers, and presenters in the West.

  • WAA continuously adapts to changes and shifts in the field.

  • WAA values inclusion and promotes diversity of thought, expression and culture that is inherent in our world.

  • WAA embraces colleagues at every stage of their career.

2019 showcase audience; image credit: Corporate Close Ups

2016 Independent Showcase; image credit: The Photo Group

Pascuala Ilabaca y Fauna performing at the 2017 Annual Luncheon); image credit: Lisa Monet Photography

OUR PLAN

Our role is more than a conference; we are a community. The Strategic Plan we adopted in August 2024 puts us on a path of transformation and impact. Over the next four years, where we will strengthen equity, expand membership, retool the conference model, invest in ongoing professional development, and build resilience.

Much has changed since our last plan. In addition to addressing our core functions, we also plan to explore new roles that are essential if our community is to thrive in the post-pandemic world. These new areas include advocacy, market development outside of the conference, and international exports.

Together, these strategies position us to advance a thriving performing arts community in the West, one that meets the challenges of our time and lays the foundation for the Next Great Performance.

We invite you to join us on this journey. You can learn more about how we plan accomplish our goals and where you can plug in by accessing the reports below.