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AAD 565, Unit 7: Low Hanging Fruit Vs. Reaching Deep

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UK Arts Administration

on 31 October 2018

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Transcript of AAD 565, Unit 7: Low Hanging Fruit Vs. Reaching Deep

Unit 7:
Low Hanging Fruit vs. Reaching Deep
1. Engagement and Community Needs
2. Engagement Scope and Activity
Intentional programs
Meaningful programs
Scenario 1
Scenario 1
Scenario 2
Scenario 2
Scenario 3
Scenario 3
The institutional need for meaningful secondary activity experiences
Immediate results
They might be more inclined to purchase tickets or attend a primary event
They might chose to attend another secondary activity presented by the cultural institution
They might find more value in the organization and its programming
Long term results
They might build a trust to attend more activities, core or connecting, that may or may not be as personally meaningful; they might take more risks
They might become ambassadors for the organization and share how great and personal their experiences are with the organization
They might actively recruit and encourage others in their communities to attend future activities
They might donate money to further support the cause
They might develop friendships with other like-minded people in the community who also enjoy and find meaning in the institution’s programs
The community need for meaningful secondary activity experiences
Local
Personal
National
Spiritual
Global
Relevant
Entertainment
Theme
Idea
Artist/Celebrity
Types of Community Connectors
Learning about art techniques
Youth learning (i.e. ballet lessons)
Life-long learning (figure drawing class)
Art for Art’s Sake
Social Issues
Homelessness (exhibit featuring photographs taken by homeless children)
Gender studies/differences (related to musical “Hair”; Gay & Lesbian Film Festival)
Political issues
Issue of gun production and morality (related to George Bernard Shaw’s, “Major Barbara”; community response to Sandy Hook incident)
Celebratory
Bicentennial for community (historic exhibition; play that depicts key moments in the community’s life)
Historic/factual representations
Emancipation proclamation (related to Norman Corwin’s, “The Rivalry”)
Matthew Shephard (related to “The Laramie Project”)
Cultural enrichment and educational needs
Opera
Ballet
With both, we may choose something familiar to add breadth of participants or we may choose new or unfamiliar productions to deepen or diversify.
Share community values (as they relate to our community)
Geography (coastal art exhibit; skyscrapers/architecture)
Global values (as they relate outside our community)
Celebrate differences (Japanese drumming concert; Middle Eastern Film Festival)
Introduction to arts, simply fun (Nutcracker; Junie B. Jones performance)
Entertaining + Storytelling
Is this secondary activity compelling?
Is it relevant to the community?
Can it offer a meaningful experience?
Is it intentional?
Does it relate to the primary/core program?
Does it offer more depth, breadth or diversity to the central theme of the primary program?
Does it offer immediate and/or long-term implications for the institution?
Surface Activities
Surface Activities
Surface Activities
Those activities patrons would attend while at a primary program that directly connect with a primary program, and
Those activities that patrons would attend separate from the program or at the program but that not directly related to the primary program.
Those activities patrons would attend while at a primary program that directly connect with a primary program, and
Those activities that patrons would attend separate from the program or at the program but that not directly related to the primary program.
Docent-led tours of an exhibition
Program book that features program notes, essays and other information related to primary activity
Printed gallery guides
Pre-performance talks
Gallery walks
Post-performance Q&As
Surface activities while at a primary event:
Docent-led tours of an exhibition
Program book that features program notes, essays and other information related to primary activity
Printed gallery guides
Pre-performance talks
Gallery walks
Post-performance Q&As
Surface activities while at a primary event:
Backstage tour of facility
Meet & Greet with the artists
Reception
CD, book, catalogue signings
Surface activities, either not at a primary event or at an event but not directly related to the program itself):
Surface activities, either not at a primary event or at an event but not directly related to the program itself):
Backstage tour of facility
Meet & Greet with the artists
Reception
CD, book, catalogue signings
Penetrating Activities
Penetrating Activities
Co-existing art/humanities exhibits to complement an upcoming performance
Co-existing art/humanities exhibits to complement an upcoming performance
Book clubs/discussion groups
Book clubs/discussion groups
Information on website
Activities preceding or following a primary event
Long term/on-going activities
Long term/on-going activities
Long term/on-going activities
Extreme Engagement
Extreme Engagement
VIEW: ‘Unit 7 - Souza Brochure Image.pdf’ in Course Readings
A seductive evening of traditional and contemporary Brazilian songs
A seductive evening of traditional and contemporary Brazilian songs
!VIVA BRAZIL¡ - The Luciana Souza Trio [The performance will be a concert of music from and stories about Luciana’s vast Brazilian repertoire. We decided to create a title for the concert since we did not think the general public would know who Luciana Souza was but they would get a feeling for a Viva Brazil concert.]
Primary/Core Activity:
Primary/Core Activity:
!VIVA BRAZIL¡ - The Luciana Souza Trio [The performance will be a concert of music from and stories about Luciana’s vast Brazilian repertoire. We decided to create a title for the concert since we did not think the general public would know who Luciana Souza was but they would get a feeling for a Viva Brazil concert.]
A seductive evening of traditional and contemporary Brazilian songs [this line informs the reader that the concert includes both traditional and contemporary songs from Brazil]
From Brazilian pop tunes [appeal to general public that it’s not a classical concert] to the Bossa Nova [appeal to people who like Bossa Nova/jazz], folk songs to lyrical interpretations of Pablo Neruda’s poetry [appeal to literary fans of poet Pablo Neruda], the Luciana Souza Trio (featuring Souza on vocals, Romero Lubambo on guitar and Cyro Baptista on percussion) performs beautiful Brazilian music with equal parts melody, clarity and sizzle [demonstrate that this is a lively and melodic concert].
From Brazilian pop tunes [appeal to general public that it’s not a classical concert] to the Bossa Nova [appeal to people who like Bossa Nova/jazz], folk songs to lyrical interpretations of Pablo Neruda’s poetry [appeal to literary fans of poet Pablo Neruda], the Luciana Souza Trio (featuring Souza on vocals, Romero Lubambo on guitar and Cyro Baptista on percussion) performs beautiful Brazilian music with equal parts melody, clarity and sizzle [demonstrate that this is a lively and melodic concert].
From Brazilian pop tunes [appeal to general public that it’s not a classical concert] to the Bossa Nova [appeal to people who like Bossa Nova/jazz], folk songs to lyrical interpretations of Pablo Neruda’s poetry [appeal to literary fans of poet Pablo Neruda], the Luciana Souza Trio (featuring Souza on vocals, Romero Lubambo on guitar and Cyro Baptista on percussion) performs beautiful Brazilian music with equal parts melody, clarity and sizzle [demonstrate that this is a lively and melodic concert].
Grammy(r) winner [demonstrate legitimacy at the highest level] Luciana Souza is one of jazz’s leading singers and interpreters with seven acclaimed releases [has a tenured and respected career].
Grammy(r) winner [demonstrate legitimacy at the highest level] Luciana Souza is one of jazz’s leading singers and interpreters with seven acclaimed releases [has a tenured and respected career].
Romero Lubambo is considered by critics to be “the best practitioner of his craft in the world today...his creativity and energy are in a class all their own.” [demonstrates legitimacy in his craft] Cyro Baptista, one of the premier percussionists in the country, has performed on five Grammy(r) award-winning albums. [Again demonstrates legitimacy] Collectively, they have performed with Yo-Yo Ma, Herbie Hancock, James Taylor, Kathleen Battle, Jay-Z and Snoop Dogg. [Range of artist collaborations demonstrates the versatility and professionalism associated with each of the musicians, as well as the range of diversity in types of music they perform.]
Romero Lubambo is considered by critics to be “the best practitioner of his craft in the world today...his creativity and energy are in a class all their own.” [demonstrates legitimacy in his craft] Cyro Baptista, one of the premier percussionists in the country, has performed on five Grammy(r) award-winning albums. [Again demonstrates legitimacy] Collectively, they have performed with Yo-Yo Ma, Herbie Hancock, James Taylor, Kathleen Battle, Jay-Z and Snoop Dogg. [Range of artist collaborations demonstrates the versatility and professionalism associated with each of the musicians, as well as the range of diversity in types of music they perform.]
Romero Lubambo is considered by critics to be “the best practitioner of his craft in the world today...his creativity and energy are in a class all their own.” [demonstrates legitimacy in his craft] Cyro Baptista, one of the premier percussionists in the country, has performed on five Grammy(r) award-winning albums. [Again demonstrates legitimacy] Collectively, they have performed with Yo-Yo Ma, Herbie Hancock, James Taylor, Kathleen Battle, Jay-Z and Snoop Dogg. [Range of artist collaborations demonstrates the versatility and professionalism associated with each of the musicians, as well as the range of diversity in types of music they perform.]
Sponsored in-part by Centre College Latin American Studies program. [Indicates that it is endorsed by a legitimate academic department and deemed of value to people interested in Latin American culture.]
Sponsored in-part by Centre College Latin American Studies program. [Indicates that it is endorsed by a legitimate academic department and deemed of value to people interested in Latin American culture.]
Activity: Student matinee (45 min) + post-performance Q&A (15 min) with artists
Target audience: middle & high school students
Audience goal: diversify knowledge of world culture through music range of students who have not attended jazz/world music concerts; raise awareness of core program, offer buy-one, get one free tickets to evening concert to participating matinee students
Other: Sold tickets to this activity/earned revenue; attendance - approximately 500 students from around the region
Secondary Activities:
Activity: Student matinee (45 min) + post-performance Q&A (15 min) with artists
Target audience: middle & high school students
Audience goal: diversify knowledge of world culture through music range of students who have not attended jazz/world music concerts; raise awareness of core program, offer buy-one, get one free tickets to evening concert to participating matinee students
Other: Sold tickets to this activity/earned revenue; attendance - approximately 500 students from around the region
Secondary Activities:
Activity: Percussion workshop with Grammy(r) winner, Cyro Baptista
Target audience: general high school and college students + Latin Studies students
Audience goal: connect audience with artist who’s performed with celebrities (Phish, Paul Simon, Jay-Z, Snoop Dogg, etc. Provide interactive workshop and demonstration of body percussion. Expose students to Latin percussion. Broaden experience of those already studying about Latin cultures. Deepen experience for those students required (as part of Latin American Studies program collaboration) or choosing to attend evening performance.
Other: Attracted over 100 college students, some with past knowledge, others just interested in knowing more about program
Activity: Percussion workshop with Grammy(r) winner, Cyro Baptista
Target audience: general high school and college students + Latin Studies students
Audience goal: connect audience with artist who’s performed with celebrities (Phish, Paul Simon, Jay-Z, Snoop Dogg, etc. Provide interactive workshop and demonstration of body percussion. Expose students to Latin percussion. Broaden experience of those already studying about Latin cultures. Deepen experience for those students required (as part of Latin American Studies program collaboration) or choosing to attend evening performance.
Other: Attracted over 100 college students, some with past knowledge, others just interested in knowing more about program
Activity: Percussion workshop with Grammy(r) winner, Cyro Baptista
Target audience: general high school and college students + Latin Studies students
Audience goal: connect audience with artist who’s performed with celebrities (Phish, Paul Simon, Jay-Z, Snoop Dogg, etc. Provide interactive workshop and demonstration of body percussion. Expose students to Latin percussion. Broaden experience of those already studying about Latin cultures. Deepen experience for those students required (as part of Latin American Studies program collaboration) or choosing to attend evening performance.
Other: Attracted over 100 college students, some with past knowledge, others just interested in knowing more about program
Activity: “Poetry to Song”, songwriting workshop with Grammy(r) winner, Luciana Souza
Target audience: Students in specific Latin Studies, Anthropology and Creative Writing courses
Audience goal: connect audience with artist who has sung and collaborated with Yo-Yo Ma, Herbie Hancock and James Taylor and to learn about her process of putting poetry to music. Deepen understanding of the writing process and become more familiar with the artist.
Other: Approximately 50 students attended along with faculty
Activity: Guitar lecture/demonstration with Grammy(r) winner, Romero Lubambo
Target audience: Music students, guitarists and other musicians, Latin Studies students
Audience goal: understand differences between guitar styles. Broaden music and Latin Studies students’ understanding of different types of guitar music, specifically Latin.
Other: Approximately 25 students attended along with faculty
Activity: Guitar lecture/demonstration with Grammy(r) winner, Romero Lubambo
Target audience: Music students, guitarists and other musicians, Latin Studies students
Audience goal: understand differences between guitar styles. Broaden music and Latin Studies students’ understanding of different types of guitar music, specifically Latin.
Other: Approximately 25 students attended along with faculty
Activity: “Art, Culture and Social Engagement in Latin America”, panel discussion with all three artists from Brazil, and Latin Studies faculty
Target audience: All campus students, required attendance for Latin Studies students, general public also invited to attend
Audience goal: Have a meaningful discussion about culture, art and engagement in Latin America. Deepen the experience of some by learning more about the artist or culture. Broaden the experience of some by providing life-long learners with more cultural experiences. Diversify the experience of some by having Latin Americans come and connect with our community directly about their culture.
Other: Approximately 300 students attended along with about 15 people from the general public
Activity: “Art, Culture and Social Engagement in Latin America”, panel discussion with all three artists from Brazil, and Latin Studies faculty
Target audience: All campus students, required attendance for Latin Studies students, general public also invited to attend
Audience goal: Have a meaningful discussion about culture, art and engagement in Latin America. Deepen the experience of some by learning more about the artist or culture. Broaden the experience of some by providing life-long learners with more cultural experiences. Diversify the experience of some by having Latin Americans come and connect with our community directly about their culture.
Other: Approximately 300 students attended along with about 15 people from the general public
Activity: Brazilian-influenced dinner
Target audience: Planned a Brazilian-themed dinner in the college dining hall the night of the performance, played Brazilian music during dinner and made connections to the performance. This is where the majority of students from the college eat their meals. General public was invited and ticket buyers were sent info about this pre-concert meal.
Audience goal: Offer another “taste” of Brazilian culture to deepen the experience in preparation of the concert.
Activity: Brazilian-influenced dinner
Target audience: Planned a Brazilian-themed dinner in the college dining hall the night of the performance, played Brazilian music during dinner and made connections to the performance. This is where the majority of students from the college eat their meals. General public was invited and ticket buyers were sent info about this pre-concert meal.
Audience goal: Offer another “taste” of Brazilian culture to deepen the experience in preparation of the concert.
Activity: Private dinner with artists
Target audience: Each of the collaborators involved with planning this Mega-engagement event were invited to join the artists for a private dinner the first night of the artists arrived.
Audience goal: Provide an opportunity for the collaborators to feel equally connected to the project and engage in intimate dialogue with the artists and each other.
Activity: Private dinner with artists
Target audience: Each of the collaborators involved with planning this Mega-engagement event were invited to join the artists for a private dinner the first night of the artists arrived.
Audience goal: Provide an opportunity for the collaborators to feel equally connected to the project and engage in intimate dialogue with the artists and each other.
Activity: Post-performance CD Signing/Meet & Greet with Artists
Target audience: Anyone who attended the performance to stay afterward and chat with the artists and have CDs signed.
Audience goal: Deepen the audience experience by engaging the audience members directly and informally with the artists after the core activity experience. Help extend the meaningfulness of the experience.
Other: We have a backdrop branded with our logo so that photos taken will also remind the general public where the photos were taken.
Planning out extreme engagement activities
Planning out extreme engagement activities
Would the concert have been successful without all of these activities?
Some of these activities?
Was the concert successful?
Were the collaborators happy?
Were the constituents of the collaborators happy?
Did any of the collaborator’s constituents become constituents of the arts organization?
How comfortable were the artists in participating in all of these activities?
Would the concert have been successful without all of these activities?
Some of these activities?
Was the concert successful?
Were the collaborators happy?
Were the constituents of the collaborators happy?
Did any of the collaborator’s constituents become constituents of the arts organization?
How comfortable were the artists in participating in all of these activities?
Full transcript