Pride Elevates, Pride Connects
Client
Auckland Pride
Year
2023 - 2026
Summary
Repositioning Auckland Pride’s theatrical programme into a coherent platform for development, presentation, and touring — increasing box office performance, artist progression, and national visibility.
As Director of Auckland Pride, I led the development and repositioning of the organisation’s arts programme — aligning programming, partnerships, marketing, and delivery into a single system.
This included:
Redefining the structure and purpose of Pride Elevates.
Establishing Pride Connects
Establishing partnerships with venues and presenting organisations
Aligning marketing, content, and audience strategy
Supporting artists through development, presentation, and touring pathways
As Director of Auckland Pride, I led the development and repositioning of the organisation’s arts programme — aligning programming, partnerships, marketing, and delivery into a single system.
This included:
Redefining the structure and purpose of Pride Elevates.
Establishing Pride Connects
Establishing partnerships with venues and presenting organisations
Aligning marketing, content, and audience strategy
Supporting artists through development, presentation, and touring pathways
Auckland Pride’s theatrical offering existed, but it lacked a clear framework for consistent outcomes for artists.
Programming was inconsistent, audience development was limited, and there was no defined pathway for artists beyond a single presentation.
The opportunity was to shift from a collection of shows into a platform — one that could support artists over time, build audiences, and operate with consistency across a complex festival environment.
Together with Elyssia Wilson Heti, Nathan Joe, Julia Croft and Katherine Atafu-Mayo we developed Pride Elevates as a structured programme grounded in response to Auckland Council's Toi Whītiki Regional Arts Strategy — positioning it as both a platform and a pathway.
This involved:
Programme Design
Creating a unified framework across Pride Elevates and Pride Connects — linking development, presentation, and industry exchange.Partnership Alignment
Working closely with venues and partners to ensure consistency in delivery, technical support, and audience experience.Audience Strategy
Aligning marketing and content into a single system — ensuring each work was supported while contributing to a wider programme identity.Artist Support
Supporting artists not just to present work, but to develop practice, build networks, and move into future opportunities.
Auckland Pride’s theatrical offering existed, but it lacked a clear framework for consistent outcomes for artists.
Programming was inconsistent, audience development was limited, and there was no defined pathway for artists beyond a single presentation.
The opportunity was to shift from a collection of shows into a platform — one that could support artists over time, build audiences, and operate with consistency across a complex festival environment.
Together with Elyssia Wilson Heti, Nathan Joe, Julia Croft and Katherine Atafu-Mayo we developed Pride Elevates as a structured programme grounded in response to Auckland Council's Toi Whītiki Regional Arts Strategy — positioning it as both a platform and a pathway.
This involved:
Programme Design
Creating a unified framework across Pride Elevates and Pride Connects — linking development, presentation, and industry exchange.Partnership Alignment
Working closely with venues and partners to ensure consistency in delivery, technical support, and audience experience.Audience Strategy
Aligning marketing and content into a single system — ensuring each work was supported while contributing to a wider programme identity.Artist Support
Supporting artists not just to present work, but to develop practice, build networks, and move into future opportunities.
The programme shifted from fragmented delivery to a cohesive system with measurable results:
Box office increased to an average of 80%+ across seasons
Strengthened relationships with key venues and presenting partners
Established clear pathways for artist development and progression
Increased audience engagement and programme visibility
Artists supported through the programme have gone on to:
Tour nationally and internationally.
Present at major festivals including RISING Melbourne and Edinburgh.
Be commissioned for new works by leading companies
Represent Takatāpui, Indigi-Queer and trans identities in global contexts
A recent example includes Oli Mathieson, whose work developed through this ecosystem has since been presented internationally and commissioned for further development, including selection for the Venice Biennale Danza.
The work repositioned Auckland Pride from a festival presenter into major cultural infrastructure for Tāmaki Makaurau
Pride Elevates now operates as:
A platform for Takatāpui and Rainbow artists
A system for developing and presenting work
A connector between local practice and international opportunity
It demonstrates how a festival can move beyond presentation — creating conditions for artists to build sustainable, evolving careers.
Pride Elevates continues to grow as a programme that holds artists, audiences, and partners in relationship while defining form leading and culturally shifting works for Tāmaki Makaurau and globally.
Images in order top to bottom.
Image 1: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026
Image 2: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026.
Image 3: A Butterfly Flew Into A Rave. Oli Mathieson. Pride Elevates, 2024.
Image 4: A Body Story: Xin Ji. Pride Elevates, 2025.
The programme shifted from fragmented delivery to a cohesive system with measurable results:
Box office increased to an average of 80%+ across seasons
Strengthened relationships with key venues and presenting partners
Established clear pathways for artist development and progression
Increased audience engagement and programme visibility
Artists supported through the programme have gone on to:
Tour nationally and internationally.
Present at major festivals including RISING Melbourne and Edinburgh.
Be commissioned for new works by leading companies
Represent Takatāpui, Indigi-Queer and trans identities in global contexts
A recent example includes Oli Mathieson, whose work developed through this ecosystem has since been presented internationally and commissioned for further development, including selection for the Venice Biennale Danza.
The work repositioned Auckland Pride from a festival presenter into major cultural infrastructure for Tāmaki Makaurau
Pride Elevates now operates as:
A platform for Takatāpui and Rainbow artists
A system for developing and presenting work
A connector between local practice and international opportunity
It demonstrates how a festival can move beyond presentation — creating conditions for artists to build sustainable, evolving careers.
Pride Elevates continues to grow as a programme that holds artists, audiences, and partners in relationship while defining form leading and culturally shifting works for Tāmaki Makaurau and globally.
Images in order top to bottom.
Image 1: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026
Image 2: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026.
Image 3: A Butterfly Flew Into A Rave. Oli Mathieson. Pride Elevates, 2024.
Image 4: A Body Story: Xin Ji. Pride Elevates, 2025.
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