What To Expect In Arts Administration Class

by:

Joe Patti

Last week in response to my call for suggestions of topics to discuss, commenter Samara asked,

“I am attending Bellarmine University this fall as a freshman and am the only student as an Arts Administration Undergrad with music being my emphasis. What should I expect in my Arts Admin classes? Besides the fact that I’ll be alone and don’t get a studio until spring semester haha!”

I took a look at the Bellarmine Arts Admin program and the course requirements for the music focus and generated the following response for Samara.

[hr]

Samara-

In terms of exactly what sort of experience to expect, I obviously can’t tell you because every arts administration program is different, even from year to year.

What I can tell you is what to expect from yourself and what expect from your instructors, internship supervisors and other colleagues.

I apologize right from the start there is probably going to be a tinge of condescension in some of what I have to say. It can’t be helped when you are trying to offer general advice to someone you don’t really know.

The first thing to be aware of that you are being taught the skills you will need to be a successful arts administrator, but you are not being taught how to be a successful arts administrator.

Ken Robinson said it best a few years ago when he talked about how schools creativity.  He notes that we never know now what students will need to know decades down the road so the best thing we can do for students today is teach them to be creative, think critically and teach themselves new skills.

Twenty some odd years ago when you were born the world was just being introduced to dial up internet, and 14.4k at that. I remember a guy in 1994 telling me I should use the Macs in a different computer lab because they had this new thing called a web browser which let you see the internet with colors.

No one really had cellphones, cable or wireless modems. We could imagine a time when we would have cellphones, faster internet connections and maybe something like iPods, but social media, texting, Kickstarter campaigns, global warming, American Idol and so many other things that are common today weren’t really on anyone’s radar.

But in the three-four years between 1994 and 1997/1998 we went from web browsers just beginning to appear to everyone expecting that any worthwhile business would have a website and I was learning HTML.

No one really knows what the future will demand of arts administrators even four years down the road so they can’t give you the secret formula for success upon graduation. What they can do is equip you with the skills to discover that formula for whatever company/organization you work for or establish. Every company is different in terms of the goals they have and the customers/constituencies they seek to serve.

What you should expect from your degree program is a lot of opportunities to discuss problems facing the arts and possible solutions. By the time you are ready to graduate, I guarantee there will be entirely new problems to discuss.

You will need to read and talk a lot about challenges, trends and techniques outside of the arts which may be applicable to the arts.  You will have to discern which are likely flash in the pan trends that just have good PR behind them but won’t amount to much and which trends have staying power.

You will be a good arts administrator when you graduate if you are practiced at looking at new situations, generating and evaluating possible solutions and then implementing them.

Note that you may not be a successful arts administrator by many measures because you can certainly still make mistakes, especially when trying something new. But if you have the capacity to evolve ideas rather than fall back on old practices, you will be in good shape.

Given that times are changing quickly,  I won’t assume you will end up working for an arts organization. You could easily be a manager at an online gaming company.

One of the things I am really pleased to see about your degree program is that there are a lot of interdisciplinary seminars. (Though not surprising since Roberto Bellarmino was a Jesuit and the school had a close association with Thomas Merton.)

My hope is that you will be in those seminars with business, science and liberal arts students so that there are opportunities to exchange multiple views. There can be a lot of dangerous insularity in the fine arts.

I see from the degree requirements you will be participating in classes that engage in discussions and field visits to local arts organizations. You will also have a couple semesters of internships.

Take the opportunity to ask questions and make suggestions realizing, that you are going to make some really dumb suggestions. That is just part of the process of learning. It can be painful, but can’t be avoided.

I only stopped saying dumb things six months ago…..

Some of your suggestions will actually be good but the people in charge are afraid of implementing them. You have to be humble enough to accept being told no because you won’t be experienced enough to really discern what really isn’t viable and what people are afraid to consider.

Always assuming that people are too timid to take chances will just make you miserable. Make a list of your ideas and come back to them later. Throw away the ones that were bad and propose or keep the good ones. Repeat.

Or try implementing your ideas yourself on a smaller scale.  The times increasingly offer greater resources that allow people to accomplish thing on their own.

In terms of your internships. Everyone has to make copies and coffee when they are interns. That shouldn’t be the whole of your job though. Talk to people who have interned before to make sure the internship coordinator is ensuring the internships are valuable experiences.

The easiest way to make sure you will have a good internship experience is to know before you go that your internship coordinator actively monitors the environment and is on the look out for your best interests.

Even if you are asked to do a lot of menial work, you can turn it into a learning experience. Interning in the days before email attachments were so easy was both a blessing and a curse. I may have had to run a lot of errands, but many times it was to the lawyers’ office. I knew enough not to talk about it with others, but no one said I shouldn’t read the documents I was couriering while waiting at the red lights…

In terms of useful skills, I would encourage you to pay very close attention in the accounting, finance and law classes. A person who can understand contracts as well as maintain and properly interpret balance sheets and cash flow statements will be valued pretty much anywhere.

The same with the writing classes and communication classes. There are so many channels of communication from email to 140 character texts to image sharing and probably more still on the way. The more that emerge, the more valuable a person who is able to quickly and clearly engage the viewer/reader.

Finally, I would stress the leadership/management and philosophy classes. Effective leadership has more to do with a good understanding of philosophy than with the analytics found in other business courses in my mind.

Ultimately, it is up to you decide what you want to invest and reap from each of your classes.  Worry more about what you are getting out of the class than obsessing about your grades. When I was an undergrad, I was content to get a B or C in a class I enjoyed because I felt like I gained something valuable. The grade was only a measure of my progress at the moment, but the interest the class engendered in the subject matter inspired me to continue to learn more about it.

Good luck.

What Should I Talk About?

by:

Joe Patti

Now that I am back living in the lower 48, I have begun thinking a little more seriously about possibly presenting at some of the national or regional conferences. I had actually thought about it a bit when I was in Hawaii, but distance limited my opportunity to attend many conferences and hampered collaboration opportunities.

That gave me the idea to ask my readers–what do you think I should do a session on? This is actually a double duty question because I am also essentially asking what topic would you want me to write blog entries on to.

I understand that many people can’t attend conferences so I would ultimately be planning on posting whatever I talked about on the blog. And readers might see bits and pieces of what I was working on emerge on the blog as my research brought me in contact with new information.

Rather than to ask what topics I should blog about, I wanted to frame in the context of what do you want to know about so badly that you would seriously consider undertaking the expense of travel, hotel, food, etc to attend a conference where someone was talking about it?

I also suspect I take for granted people’s familiarity with many topics I come across in my daily reading. The reality might be that people are desperate for information. So even if I didn’t do a conference session on it, your feedback will help determine topics I blog about in the future.

Just as examples of conferences sessions to get you started, Arts Presenters is looking for session proposals on Catalyzing Communities around the arts, Making the Case for the Arts and The Art of Transition. That last one seems like it could encompass everything from leadership transition to changing your organizational approach to programming and marketing.

I just found out that I probably will be attending APAP conference this year. Though I am not sure I would get a proposal together by the deadline next Thursday so I am not necessarily looking for a topic that would fit that conference.

I figure I can either lead or contribute to a conversation about:

-contract negotiations, submitting offers, reading contract riders
-closely partnering with multiple arts presenters to organize a tour as a consortium
-partnering with artists to create performance works reflecting stories/values of indigenous cultures

Of course, I can talk about many other topics like marketing, social media, presenting in higher education environments (and bureaucracies) but I feel like a lot of other conference presenters can and have done so before. Though I am certainly happy to produce blog posts on these topics

I feel what I have listed are areas in which I have more specialized knowledge than many others. It is also likely that I am forgetting some too. If there is a subject area which you have come to value my expertise, let me know.

Thanks.

We Have Ways Of Making Your Website Talk

by:

Joe Patti

I don’t know if I have every mentioned it here, but if you haven’t discovered the blog Google for Nonprofits, it is pretty handy for getting tips on using any of the many products Google has created.

Last week, they had an entry about using the Goals feature of Google Analytics. I have long been aware of the feature, but never used it because I always figured I can call up the data for a time period and cross reference the data a bunch of different ways as the questions about visitor segmentation occurs to me.

However, there might be times when you want to achieve a certain goal like raising awareness about a specific show in a certain area within a period of time or increasing traffic from social media sources and you want to avoid the trouble of setting the filters up every day. Setting a goal tracks all that for you, tells you how close you are to achieving the goal and tells you when the goal is met.

The example they use is for volunteering:

“Goals are completed activities that happen on your site, like someone filling out and submitting a volunteer sign-up form. We can easily translate the key performance indicators (KPIs) we designed in our measurement framework into Analytics Goals. For example if your KPI is volunteer sign-ups, you could track it by setting a goal of how many people reach the volunteer sign up confirmation page.”

And they also allow you to track segments of your website visitors.

For example, you could use a custom dimension to segment your website visitors into groups like volunteers and donors. When someone submits a donation your custom dimension will indicate the user is a donor. Or when someone volunteers via your website, they’ll be identified as a volunteer. With that segmentation, we can gather specific data on our donors and volunteers which allows us to measure our KPIs

In regard to the segmentation tracking, I suspect its success depends on people not clearing their web browser cookies cache between visits in order to note their return during subsequent visits.

But if you have been wishing you could learn more about your visitors from your website, this blog is a good place to learn some tricks to making it talk.

Stuff To Ponder: Subscriber Rush Tickets

by:

Joe Patti

Since I have started a new job I am in the process of evaluating every document, process and interaction my organization undertakes. One of those areas is customer service, of course.

For that reason, an article I came across via The Drucker Exchange is really resonating with me. In a blog post titled, The Dark Side of Customer Experience, Monique Reece opens with a joke we can probably all relate to.

The longer version is in the post, but basically a guy dies and is shown heaven and hell and given a choice between the two. On his visit to heaven, everything is sedate and lovely. Hell is a veritable Mardi Gras party. After the doors close on Hell, the guy tells St. Peter he chooses Hell. The doors open and it the scene is the stereotypical hellish landscape.

Upon wondering what happened to the party scene, the man receives the response “Well,” said St. Peter as the doors closed. “The first time you came to visit you were a prospect. Now you’re a customer.”

Reece cites some of my biggest pet peeves– the introductory rate that rewards new customers and makes the person who has been loyal for 10 years, enduring price increases, feel like an idiot for sticking around so long for no recognition or reward. As Reece notes, there is actually more of an incentive to separate your relationship and then renew it.

The performing arts version of this is giving cut rate discount tickets to last minute purchasers, suggesting a certain amount of foolishness on the part of those who planned and purchased ahead of time. Some arts organizations sell large amounts of rush tickets at rates lower than those of subscribers who have committed to many shows in advance.

It just occurred to me moments ago, why don’t performing arts organization offer Rush tickets exclusively to those who have already purchased two or more tickets?

This would have multiple benefits 1- It rewards people who committed in advance; 2- It turns those people into recruiters for your show when they invite their friends along; 3- It gets people you already have a relationship with paying closer attention to your emails or social media account that you are using to communicate this discount, providing an opportunity to get them excited and mention other shows.

My suspicion is that attending a show on a half price ticket thanks to two people who purchased weeks in advance is a better model of behavior than attending alongside two other people who also decided to attend because tickets were half price.

It probably also reinforces many elements of the advance purchasers’ self-image if they know their friends were only able to attend because they were stalwart supporters of the arts organization.

The only real problem I can see with this idea is reserved seating. Offering rush tickets in this way appeals heavily to a social element which is compromised if everyone can’t sit together.

Granted, it illustrates the appropriate outcome associated with paying half price on the day of a performance versus full price in advance. Still the emotional disappointment of not being able to sit next to ones guests could supplant the acknowledgement of this logical consequence.

General admission events are good to go though.

This is not the direction I intended to go in when I started this entry. I like this result better.