Staff Spotlight: A Conversation with Beth Wakefield, ISO Director of Marketing

In a wide‑ranging and engaging conversation, Beth Wakefield reflected on her career path, her long relationship with the Illinois Symphony Orchestra (ISO), and the evolving challenges and opportunities of arts marketing in Central Illinois.

Career Path and Return to the ISO
Beth’s professional journey began at the ISO in 2005, when the organization had a very small staff and she handled a wide variety of responsibilities. After several years, she moved into the corporate world with Blue Cross Blue Shield, but stayed connected to music by serving on the board of the Sangamon Valley Symphony, eventually becoming board president and leading early fundraising events.

Her return to the ISO came through relationships built during that period. After collaborating with ISO leadership on youth orchestra initiatives, she was invited to apply for the Director of Marketing role. Although she did not have a formal marketing background, she embraced the challenge, relying on her strengths in relationship‑building and her passion for music. As she noted, when she is not involved in music, “life really doesn’t make sense.”

Organizational Growth and Adaptation
Beth has witnessed significant transformation at the ISO—from a cramped office above Firestone to a more robust, professional organization with expanded staff, stronger artistic leadership, and the integration of the youth orchestra. She credits much of this growth to strong executive leadership and a culture of adaptability.

The pandemic tested that adaptability. Beth recalled the moment the team realized that live music “might need to look different for a while.” Out of that came new digital initiatives such as the Sunday at 6 recital series and musician‑submitted performance videos, which kept audiences connected and expanded the ISO’s reach beyond Central Illinois.

Branding and Audience Engagement
Beth described the ISO’s brand as vibrant, creative, and authentic—qualities she aims to express through bold colors, movement‑inspired graphics, and accessible educational content. She acknowledged that the branding is still evolving and that she is actively working to make it more cohesive.

Marketing to both Springfield and Bloomington‑Normal remains a challenge. The communities have distinct media landscapes, donor cultures, and institutional partners. Post‑pandemic shifts—such as the decline of traditional media buys and the rise of streaming‑based advertising—add new complexity. “You are now competing more with the couch than anything else,” she says. Still, Beth returns to a core principle: “You fish where your fish are,” while cultivating strong media and corporate partnerships in both cities.

Personal Passions
Away from work, Beth’s world centers on people: donors and volunteers who’ve become family, a nephew named Miles, and a new dog she’s pretty sure is training her as much as she’s training him. She also has a karaoke setup — a serious one — shared with her cousin Michael. Their parties range from Carole King to Joan Jett, and occasionally end with Ozzy Osbourne’s “Crazy Train.” Michael takes the lead; Beth throws in the harmonies.

Why Symphony?
When asked what question she wishes people would ask, Beth chose: “Why symphony?”
Her answer was deeply personal. Though she didn’t grow up attending concerts, once she experienced orchestral music up close, she found it “life‑giving.” She recounted favorite performances—from Ravel’s Mother Goose Suite to collaborations with Silk Road Ensemble musicians—and spoke with pride about the ISO’s ability to bring world‑class artistry to Central Illinois.

She closed with a reflection from a former teacher: a community that supports both need‑based services and the arts is a thriving one. For Beth, the ISO is part of what makes life in this region rich, meaningful, and connected.