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Copy of Case study - National Jazz Hall of Fame
Transcript of Copy of Case study - National Jazz Hall of Fame
CASE STUDY #1 - THE NATIONAL JAZZ HALL OF FAME
Antonio Ferrando Babe
Adriano Camara Mendonca
Professor William B. Paschal, PE
We are in the 1980's Charlottesville (VA)
1. Case Presentation
2. Why Charlottesville?
The National Jazz Hall of Fame
3. How to start?
4. First steps
5. Growing up: Performance and projections
Professor William Paschal, PE
Analysis of alternatives: Scale up or begin small?
It might be better, instead of investing a huge ammount of money in a big theatre and a National Institution, starting from a smaller scale.
We would need an experienced director.
Some sources of fundings were restricted to institions in operation for more than two years.
It would be very difficult to raise the amount of money needed to save the Paramount at the first moment
It would be easier to attract famous musicians with a consolidated regional club.
Other possible locations
In order to get started, the following initial steps would be taken:
Establish a partnership with the Virginia Office of Tourism.
Advertise on Charlottesville radio station and on Billboard.
Establish a fundraising and membership joining campaign.
Try to obtain the support of the National Association of Jazz Educators.
Reply the survey respondents offering memberships plans starting from $20.00. This would generate an income of about $3,500.00.
Establish a gift shop and a library, with guided visits for $5.00. The admissions would improve the revenues.
Promoting concerts once in a month. The tickets would cost $10.00.
Offer other services to the community, such special fees for students, short music courses and place for new artitsts show their talents.
Actions to be implemented
Donations from philantropic organizations
Donations from governmental agencies
Money: $600,000 needed
The New York Jazz Museum
Jazz Museum in New Orleans
What did they do?
On the First Year:
3 Concerts for more than 500 people…
…but did not earn any money
Got $2000 from funraiser…
…and started a Newsletter
Success, but on a small scale
Only answered 12,7% of 1300 (165 people)
Men over 35 years old
Well educated and professional
Earnings over $50,000
Willing to contribute $200 to non-profit organizations ($20-30 to the NJHF)
They preferred performance center, museum and seminars
70% liked Jazz
60% would visit the NJHF
Suggested fee: $3.5
Direct mail campaign (costs $25,000-30,000)
Hire a full-time director
Promote the NJHF at strategic locations
The NJHF must be PROFESSIONAL
The NJHF should communicate frequently with
The executive director should:
Have prior experience
500,000 tourists a year (population 40,000)
…remember that 60% would go to NJHF
13 million people live within 3-hour drive
LOTS OF POTENTIAL
HISTORY DEMONSTRATED THE PASSION OF CHARLOTTESVILLE ON JAZZ:
The local radio started to play Jazz music (success)
There are 3 jazz clubs in Charlottesville nowadays.
The Charlottesville Jazz Society
2 to 3 years expansion project to be become a National Jazz Hall of Fame
Seek Philanthropic Organizations and Government agencies support
Organize Nationwide fundraising events
Establishment of a Gift and recording shop
Establishment of a music library and exhibition hall with paid Admission
Partner with Virginia Office of tourism to get visitor pass for different state attraction including the NJHF
Hosting a concert on monthly basis and collect fund from tickets sales
Encourage membership plans by offering discount program members
Small Jazz would be able to use place for performance
Earning vs. Expenses
Balance: $239.383 per year