MEET NICOLE

Gets excited about people-focused and data-based marketing strategies that include the entire experience. It's the secret sauce for getting people to come back and tell their friends.

With a deep love for arts and culture organizations (and a soft spot for Tessitura), she’s all about turning great ideas into loyal audiences - and experiences worth sharing.

Nicole Wetzell

N.E.W MARKETING SOLUTIONS

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N.E.W MARKETING SOLUTIONS -

Founder

FUN FACTS

  • Has partnered with arts orgs across six states

  • Brings a strategic eye to everything from direct mail to Tessitura

  • Learned from her mom that one bad experience travels fast

  • Latest reads: Build, Dinners with Ruth, Unreasonable Hospitality, and Don't Trust Your Gut

  • Believes the secret to return audiences is great systems + great vibes

Founder of NEW Marketing Solutions, which offers strategic consulting and hands-on marketing services built at the intersection of marketing, ticketing, and customer experience — a trifecta she’s lived and led for over 20 years in the arts sector.

Nicole specializes in helping arts and culture organizations grow their audiences, reduce friction in the customer journey, and create emotionally resonant experiences that keep people coming back. Her approach blends behavioral science with hospitality-forward strategy, turning good intentions into implementation with clarity, compassion, and community at the center.

With a background that spans everything from sales and subscriptions to audience development and Tessitura systems, Nicole has a rare ability to zoom out, connect the dots, and deliver bold ideas that are also deeply practical.

She blends data with empathy, logic with intuition — and always finds a way forward. She’s known for asking the questions others miss, finding solutions buried in plain sight, and showing up like a steady partner who gets things done.

At the heart of it all, she believes the arts shouldn’t just be attended — they should be embraced.

Large audience standing and clapping in a theater during a live performance or event, with multiple balcony levels and ornate gold and architectural details on the walls.
A group of musicians playing woodwind instruments during a rehearsal or performance, with a focus on a man wearing glasses and ear protection.
People cheering and clapping at an outdoor event, with a man in the foreground raising his hands and smiling.
A conductor leading an orchestra at a concert in a large hall with an audience clapping, colorful light projections on the ceiling, and candlelit decor.
Crowd of people at a large indoor event raising their hands.
Children dancing and waving paper planes in front of an orchestra in a concert hall.
A woman and a man are sitting outdoors on grass, laughing and smiling at each other during an event, with a crowd of people in the background.
A woman and a young girl are sitting together at an event, smiling and engaging with each other. The girl is wearing a pink dress with gold accents, and the woman has long hair and is wearing sunglasses on her head. They are surrounded by other seate
A woman stands on stage speaking to a large group of children seated on a gymnasium floor. She is holding a bassoon and gesturing with her right hand.
An orchestra performing outdoors at sunset with a conductor leading the musicians, against an audience seated in a stadium-style setup.
A smiling conductor with curly hair and glasses leading an orchestra, holding a baton in one hand and raising the other arm in celebration.
Orchestra performing outdoors with a large audience, modern building in the background, evening sky, musical instruments, and conductor.
An audience of diverse children and adults laughing and clapping while watching a performance indoors.
Young boy conducting an orchestra on stage, wearing a light yellow shirt and a blue vest, with instruments and other children visible in the background.
A young girl dressed in a colorful princess costume talking to two women who are musicians, one holding a violin and the other holding a cello, in a room with a blue and textured background.
Orchestra musicians performing on stage, focusing on a young man with blue glasses playing a clarinet, and adjacent musicians playing violin and cello.
Ballet dancers in a performance, dressed in light blue costumes, standing on stage against a blue backdrop, performing a synchronized pose with their bodies arched backward and arms extended outward.
People watching a performance on stage at a theater with ornate architecture.
Crowd of people in an auditorium or concert hall, clapping and raising their hands, with ornate architectural details in the background.
People dancing in traditional African attire at a cultural event with vibrant lighting.
Audience sitting in theater seats, smiling and enjoying a performance or presentation.
Group of children seated in ornate theater with gold decorations and warm lighting.
A group of five young adults sitting in plush theater seats inside an ornate, well-lit concert hall with an audience in the background.
A theater stage with a group of performers in traditional costumes, facing an audience seated in a large ornate hall with golden architectural details.
A man holding a microphone speaking at a presentation or discussion with a woman listening nearby, in front of a black-and-white photo of a racetrack or similar outdoor scene, with an audience seated in front.
A group of people watching a man singing into a microphone during an indoor event.
Group of women in a classroom or seminar setting, standing with eyes closed, appearing to be engaged in a moment of reflection or meditation.
A man holding a microphone speaking to a group of women in a room, some of whom are standing with their hands raised or gesturing.
School classroom with students raising hands during a lesson with teachers at the whiteboard.
A diverse group of people participating in a choir practice with a male singer holding a microphone, leading the group in singing and hand gestures, inside a room with bright lighting and framed artwork on the walls.
A man is speaking into a microphone in front of an audience at an indoor event, with black and white landscape photographs hanging on the wall behind him.
A group of five people engaging in conversation at an information desk in a theater lobby, with promotional materials on the table and signs for auditorium entrance in the background.
Three people smiling, taking a selfie in front of a poster with the word 'Miser' visible, at an event.
People talking and receiving information at a table in an event or conference setting, with a large sign that says 'INFORMATION' and pamphlets on the table.
Three people smiling for a selfie in front of a sign that reads 'Miserab' and 'World's Most Popular'.
Group of four people taking a selfie in front of a theater marquee for the show 'Harry Potter and the Cursed Child' at night, with surrounding buildings and bright lights.

Our Values

Exposure & Connection

Connecting individuals and communities to the power of the arts — as a resource and experience that can emotionally move them, mentally heal them, and physically connect them.

People-First Productivity

Supporting teams with clear, practical strategies, smart workflows, and sustainable systems that protect their time and energy — as an approach that prevents burnout, respects bandwidth, and ensures the work yields meaningful impact within real-world budgets.

Community Connection

Fostering spaces where people can gather, connect, and build relationships — turning shared experiences into lasting bonds and arts organizations into hubs of belonging.

Listening-Led Strategy

Proactively and intentionally listening to your audience — with the intention to build long-term loyalty, root your work in the community, and keep people coming back for more.

NEW Ideas

Bringing innovative ideas, smart messaging, forward-thinking action, and energized marketing — as a creative approach that feels personal, achievable, and aligned with the real-world capacity of arts organizations.

Systems & Simplicity

Creating an operational approach and mindset rooted in clarity, consistency, and follow-through — turning good ideas into realistic implementation and keeping the work aligned with the needs, expectations, and curated experiences today’s audiences are looking for.

Access & Ease of Entry

Rethinking pricing and streamlining ticketing systems — as a strategy that reduces barriers, builds trust, and makes meaningful arts experiences more available to more people.

Modern Communication

Embracing clear, relatable, and relevant language that resonates with our audiences — with the approach and intention that all communication builds trust, invites engagement, and reflects the world we live in today.

Data & Delight

We merge behavioral science with hospitality — through thoughtful, personal, and emotionally resonant moments that turn service into connection, and every interaction into something unforgettable.

A group of five women smiling and posing together outside at night, in front of a building with glass doors and a parking lot in the background.

To create a world where the arts are not just attended, but embraced.

Turning audiences into communities.

Our Vision

Crowd of diverse people cheering and clapping at an outdoor event, with some raising their hands, smiling and enjoying the moment.

Our Mission

We help organizations grow their audiences and deepen their impact.

By turning marketing, ticketing, and audience experience into a trifecta for success.

Through clear strategy, sustainable systems, and emotionally resonant messaging, we help organizations build connections that keep people coming back.

Our Partners

  • Stephanie Weddell

    Stephanie Weddell

    Project & Admin Strategist

    Stephanie Weddell is the Owner and CEO of Swell Virtual Assistance, leading projects from a $2.5M small business restoration grant to strategic arts initiatives. With leadership roles at Sideshow Theatre Company and Metropolis Performing Arts Centre, she brings expertise in fundraising, marketing, and operations. Known for her collaborative style and precision, Stephanie is passionate about supporting the arts and community impact.

    Favorite arts memory: Seeing The Killer Angels at Lifeline Theatre, where a simple, symbolic scene left her in awe of storefront theatre’s power.

  • Anastassia Lavrinenko

    Anastassia Lavrinenko

    Tessitura & Ticketing Strategist

    Anastassia is a Tessitura and TNEW expert with nearly a decade at the Toronto Symphony Orchestra, where she manages ticketing systems and led a major e-commerce redesign to improve audience experience. Known for her creative problem-solving and strategic thinking, she’s passionate about supporting the performing arts through her ticketing and e-commerce expertise.

    Tessitura fact: She loves the global community’s knowledge-sharing and swears by using dummy offers for multiple offers in the same Mode of Sale.

  • Steve McQuown

    Steve McQuown

    Digital Marketing Strategist

    Steve McQuown is the founder of SMQ Consulting, helping arts organizations grow with smart systems, clear data, and thoughtful strategy. His work spans automation, SEO, media, and product development, from tools like Optimize.art to full-scale analytics dashboards. With experience managing major ad budgets and building scalable reporting systems, Steve has supported cultural brands across North America, always grounding data in service of people.

A close-up view of a beige-colored object next to a black surface.

NEW MARKETING SOLUTIONS

What does NEW stand for?

Nicole Elizabeth Wetzell

It’s more than a name — it’s a mindset.

  • NEW ideas.

  • NEW energy.

  • NEW ways of doing the work.

We’re here to break silos, spark clarity, and help the arts move forward — a strategy that’s both bold and doable.

The image is obscured by a black and tan diagonal split, making it difficult to see the content.
Nicole Wetzell giving a presentation to a group of women in a bright indoor setting with brick walls and large windows.

WHAT WE STAND FOR AND WHAT WE’RE WORKING TO CHANGE.

These are the beliefs that fuel our work and reflect the kind of change we want to see in organizations, in leadership, and in the arts.

  • We believe arts organizations change lives — but only if people can access them. We help orgs grow their audiences by creating marketing that’s clear, inviting, and rooted in real emotional benefits. It’s not just about selling tickets — it’s about building relationships that last.

  • We don’t just talk marketing trends — we ground everything in how humans behave. From Hick’s Law to the Bandwagon Effect, we merge behavioral insights with hospitality-forward strategies that make your audience journey feel smart, seamless, and human.

  • The arts deserve better than outdated websites and jargon-heavy messaging. We help organizations communicate like it’s 2025 — not 1995 — with clear, compelling, and emotionally resonant content that moves people to act.

  • We believe listening to your audience is the most underused superpower in the arts. When you truly listen, you discover what they want — and how to keep them coming back. We help organizations design strategies rooted in humility, relevance, and real connection.

  • Overcomplication is the enemy of progress. We help teams simplify, systematize, and take consistent action — with realistic plans, smart workflows, and sustainable solutions. Because doing good work shouldn't lead to burnout.

  • Extraordinary experiences don’t happen by accident — they happen when you go above and beyond in thoughtful, personal ways. We believe in service with soul. In designing moments people feel. In building systems that make room for surprise and care.

  • We don’t chase shiny objects. We bring energized, grounded marketing that creates real momentum — helping organizations grow with messaging that sticks, campaigns that convert, and strategies built to last.

Marketing. Ticketing. Experience — finally working in harmony.