In 2007, Clayton Lord joined Theatre Bay Area, the country’s largest regional arts services organization, which is devoted to uniting, strengthening, promoting, and advancing the theater community of the San Francisco Bay Area. At Theatre Bay Area, he oversees communications, marketing, audience development, research, and advertising. He is the project director for Audience Feedback 2.0, the national intrinsic impact study, and also runs Free Night of Theater, the Bay Area Big List, and the Leveraging Social Media workshop series with Beth Kanter.