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The only Broadway &

live event company

delivering evidence-based approaches to your

creative and business storytelling.




Tilted Windmill Theatricals

Who We Are

Gregg Arst

Founder & President 

A nationally recognized entertainment executive with over 20 years experience in all aspects of arts administration, Tanna Inc was formed in 2016 by Gregg Arst to deliver evidence-based approaches to the creative development, mission fulfillment, and organizational governance of performing arts and live entertainment brands.  Tanna provides data-driven tactical oversight and strategic planning to performing arts venues, award winning Broadway brands, and top e-commerce ventures to enhance and diversify institutional performance.  It's 'Moneyball' economics, on-stage and off. 


Gregg Arst is the creator of The Pentatonic Method™,  a 5-prong organizational platform that in less than 6 months has generated a 13% increase in mobile sales and propelled a 20-35% subscription lift for notable venues.  Gregg is also credited as a key innovator and strategist of today's leading sabremetric platforms and touring profitability studies used by many Broadway producers and touring venues.


Most recently, Arst served as Senior Vice President of Ticketmaster.   As SVP, Arst was responsible for the strategy and positioning of over 150+ performing arts centers across North America along with pre-eminent Broadway brands such as HamiltonThe Book of Mormon, and Wicked. 


Prior to joining Ticketmaster, Arst served in extensive senior executive capacities as a prominent leader in the strategic growth of Broadway, top performing arts brands, and renowned institutions.  Prior to Ticketmaster, Arst oversaw the North American productions of Tony Award winning juggernaut, The Book of Mormon.  He also served as Hugh Jackman’s consultant during his triumphant return to Broadway in 2011.  Arst spent 4 years working for NBCUniversal/Working Title Films overseeing their stage adaptation of Billy Elliot the Musical, the recipient of the 2009 Tony Award for Best Musical.  Other notable management experience includes The History Boys (with James Corden, Tony Award Winner for Best Play), Spamalot (Tony Award Winner for Best Musical), Inherit the Wind (with Christopher Plummer and Brian Dennehy), Fiddler on the Roof, and Dance of the Vampires.  

Broadway and International productions led by Arst have garnered 36 Tony Awards, 10 Olivier Awards, and over $2 Billion revenue. 
Throughout Gregg's career he has partnered with visionary leaders and producers to create groundbreaking partnerships in the performing arts community.   In addition to improvement in financial success and organizational performance, Arst has worked extensively as a founding member of The Broadway League Management Initiative to broaden employment opportunities for students and the next generation of performing arts executives.  Arst is an adjunct lecturer at Columbia University and serves on the Board of Governors for arts leaders, ATPAM.  Gregg holds a Masters degree in Performing Arts Administration from NYU and a BA from Indiana University, where he was named a distinguished alumna in 2016.​   

Tilted Windmill Theatricals  |  917.568.7456  |  ©2016 Tanna, Inc.

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