Creating, Managing and Presenting the Arts An Interdisciplinary Course Sponsored by The School of Arts and Sciences and The Wharton School University of Pennsylvania Course Description: A study of the creation and presentation of art (e.g., theater, film, music, dance, painting and sculpture), the cultural context of creativity and the management of individual and institutional performance and exhibition. A combination of lectures by instructors and practitioners, case studies and consulting projects with local institutions will illustrate the relationship between creativity and presentation. Who Should Take This Course: 1) Undergraduates who are considering a career in profit or not-for-profit organizations that present the results of creativity to the public. 2) Undergraduates who with to study the relationship between the arts and business. Instructors: 1) Dr. Cary Mazer, Assoc. Prof., English. Email: cmazer@english.upenn.edu 2) Dr. Larry Robbins, Adj. Prof., Mgmt. Email:robbinsl@wharton.upenn.edu Prerequisites: None Course Requirements: Papers: One 3-5 page historical/analytical essay (due 3/19) 25% Two 3-5 page case analyses (due 2/3, 2/24, 3/3, 3/26) 25% Proposal: One 1-2 page grant summary (due, 4/2) 15% Term Project: Group paper and presentation of consulting project (paper due, 4/23) 35% Required Reading: Coursepack of case analyses and supporting information INTRODUCTION -- UNDERSTANDING THE CULTURAL CONTEXT OF THE ARTS (Mazer, Robbins) Jan. 13 -- Art as a Representation of Society (Mazer, Robbins) • What America Looks Like • Cultural and Economic Impact of the Arts Jan. 15 -- Issues Related to Creating and Presenting Art (Mazer, Robbins) • The Differences Between Profit and Not-for-Profit • Reconciling Expenses with Financial Support Readings: Kotler and Scheff, Standing Room Only, pp.3-27. Drucker, How to Assess Your Nonprofit Organization CHANGES IN THE 20TH CENTURY THEATER INDUSTRY (Mazer) Jan. 20 -- Commercial Theater • The Syndicates • Manufacturing, Marketing, Distribution Reading: Bernheim, The Business of Theatre: An Economic History of American Theatre (1964), pp.46-74. Jan. 22 -- Oh, Yes! The Artist Panel Discussion: Neil Courtney, Asst. Principal Bass, Philadelphia Orchestra Tom McCarthy, Actor Jan. 27 -- Rise of the Regional and Not-for-Profit Theater • Filling a Need • Struggling to Exist Reading: Marquis, Art Lessons: Learning from the Rise and Fall of Public Arts Funding (1995), pp.52-88, 89-127. Jan. 29 -- Defining Popular Culture • The Intersection of Art and Business • Appealing to an Audience or Creating an Audience Guest Speaker: Paul Burger, Chairman and Chief Executive Officer, Sony Entertainment (UK) Feb. 3 -- Art Follows Business; Business Follows Art • Creating a Season • The Tension Between Art and Business Case: "The American Repertory Theater" (Robbins) Feb. 5 -- The Character of Not-for-Profit Theater • The Imprint of the Manager • The Importance of the Board Guest Speaker: Todd Haimes, Artistic Director, Roundabout Theater Feb. 10 -- The Synergies Between the Commercial and Not-for-Profit Theater • Commercial Producers • Festivals • Regional Theaters Reading: Kotler and Scheff, Standing Room Only: Strategies for Marketing the Performing Arts, pp.157-185. Feb. 12 -- The Character of Not-for-Profit Theater • The Imprint of the Manager • The Importance of the Board Guest Lecturer: David Stone, Independent Broadway Producer THE FILM INDUSTRY -- FROM IDEA TO SCREEN (Mazer) Feb. 17 -- A Brief History of Film Distribution • The Major Companies • Festivals, Series, Special Venues Readings: Baumgarten, Producing, Financing, and Distributing Film Balio (ed.), The American Film Industry, pp. 311-350, 449-462. Squire (ed.), The Movie Business Book, pp.96-111, 136-149, 152- 155, 158-161. Feb. 19 -- Financing the Deal • Finding the Money • Spending the Money Reading: Vogel, Entertainment Industry Economics, pp.3-26, 63-90, 336-335. Guest Speaker: Tim Brennan, Former Financial Manager, Silver Screen Management Feb. 24 -- The Role of the TV Industry Case: Fox Broadcasting Feb. 26 -- TV, Film and Popular Culture Guest Speaker: Neil S. Braun, President, NBC Television Network THE ART WORLD -- PUBLIC AND PRIVATE (Robbins) Mar. 3 -- The Mission of Public Art Museums • The Tension Between Curators and Managers • Balancing Conservation, Exhibition and Education Case: "Philadelphia Museum of Art" Mar. 5 -- Private Galleries • Marketing • Managing Artistic Trends Mar. 10 -- Spring Break Mar. 12 -- Spring Break MANAGING CULTURE (Robbins) Mar. 17 -- The Mission of Cultural Institutions • Creating a Mission Statement • Building an Organizational Structure to Fulfill the Mission Mar. 19 -- Development • Structuring a Fundraising Program • Relating Fundraising to Marketing Guest Speaker: Greg Rowe, Pew Charitable Trusts Mar. 24 -- Establishing a Financial Plan • Allocating Resources • Monitoring Results Guest Speaker: Mark Weinstein, Manager, Pittsburgh Opera Mar. 26 -- Labor Issues • The Seeds of Dissent • The Difficulties of Negotiation Case: "Lights Out at the Met" Mar. 31 -- Recreating the Metropolitan Opera • Management Structure • Planning the Seasons: Short and Long Range Guest Speakers: Joseph Volpe, Manager, Metropolitan Opera; I. Philip Sipser, Labor Lawyer (Field Trip to the MET) Apr. 2 -- Marketing: Where's the Audience? • Demographics and Beyond • Techniques of Attracting and Maintaining Audiences Reading: Kotler and Scheff, Standing Room Only, pp.29-63. Apr. 7 -- Apr. 9 -- Recapitulation (Mazer, Robbins) • Major Issues of the Twentieth Century • The Future of Art and Entertainment Apr. 14 -- The Future of Culture • Strategic Planning • Dealing with Economic Realities Guest Speaker: Joseph Kluger, President, The Philadelphia Orchestra Apr. 16 -- Student Presentations Apr. 18 -- Student Presentations Apr. 21 -- Student Presentations Apr. 23 -- Student Presentations Selected Readings: Baumgarten, Paul A. Producing, Financing, and Distributing Film: A Comprehensive Legal and Business Guide. New York: Limelight, 1992. Bjorkegren, Dag. The Culture Business: Management Strategies for the Arts Related Business. London and New York: Routledge, 1996. Drucker, Peter. How To Assess Your Nonprofit Organization. San Francisco: Jossey- Bass, 1993. Garey, Norman H. Garey. The Movie Business Book, 2nd ed., Jason E. Squire, ed. New York: Simon & Schuster, 1997 Hoving, Thomas. Making the Mummies Dance: Inside the Metropolitan Museum of Art. New York: Simon & Schuster, 1993. Kotler, Philip and Joanne Scheff. Standing Room Only: Strategies for Marketing the Performing Arts. Boston: Harvard Business School, 1997 Powell, Walter. The Non-Profit Sector: A Research Handbook. New Haven: Yale, 1987. Vogel, Harold L. Entertainment Industry Economics. New York: Cambridge University Press, 1994.