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Copy of Case study - National Jazz Hall of Fame

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Quyen Pham

on 24 September 2013

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Transcript of Copy of Case study - National Jazz Hall of Fame

EGMT 470 - PROJECT MANAGEMENT
CASE STUDY #1 - THE NATIONAL JAZZ HALL OF FAME
Team A
Antonio Ferrando Babe
Yao Blagogee
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
6. Personnel
Team A
Antonio Ferrando
Yao Blagogee
Adriano Camara
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.
Reasons
Other possible locations
Miller's
Bel Rio
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
Initial Budget
Donations from philantropic organizations

Donations from governmental agencies

Money: $600,000 needed

Competition
The New York Jazz Museum
Jazz Museum in New Orleans
Problems
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
National Survey
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
Tourists Survey
70% liked Jazz
60% would visit the NJHF
Suggested fee: $3.5
Recommendations
Direct mail campaign (costs $25,000-30,000)
Hire a full-time director
Promote the NJHF at strategic locations
Critical Elements
The NJHF must be PROFESSIONAL

The NJHF should communicate frequently with

Founding Sponsors

The executive director should:
Have prior experience
Love Jazz
Be Creative

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
Tourism
Jazz
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
X
Balance: $239.383 per year
Full transcript