Title

The performing arts are in need of entertainment to survive as a business

Document Type

Thesis

Degree

Master of Music (MM)

Department

Music

First Advisor's Name

Karen S. Fuller

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Fredrick Kaufman

Third Advisor's Name

Javier Arias

Date of Defense

6-20-2005

Abstract

Performing Arts organizations are experiencing economic distress due to high levels of competition and smaller numbers of customers. This study presents strategies on how to have an advantage over competitors as to business survival. The financial situation of the performing arts organizations in the United States is also affected by how consumers decide to spend their leisure time. People, who have no free time because of their day to day activities, are most likely to spend their scarce leisure time with the children, family, or friends. Surveys have revealed that many people are interested in attending the performing arts but they do not actually attend any arts events for various reasons. The major reason for this disparity between interest and attendance is lack of accessibility and/or resources: time; money (ticket prices); ticket availability equal to customer satisfaction; and audience convenience and etiquette. In conclusion, performing arts organizations need to understand their audience's needs and concerns thru marketing research to effectively incorporate entertainment into their programming and continue to be profitable business.

Identifier

FI14060113

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