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We Need CRM Software To Manage Our Relationship With Our Own Creativity

June 17, 2014

by:

Joe Patti

Dallas Museum of Art Deputy Director, Robert Stein recently made an argument about the value of museums, and by extension, the arts, as a counter to philosopher Peter Singer’s suggestion that philanthropic giving to the arts means that many more people are fated to remain disabled.

I was actually surprised to learn that Singer is a philosopher because it seemed to me that he was making clearly erroneous assumptions that those giving to the arts aren’t also giving to health and social causes as well. Likewise, it is incorrect to assume that absent the opportunity to give to the arts, all those only giving to that cause would choose to support health and social causes instead.

Indeed, I admittedly always assumed that given the choice between healing the sick and feeding the poor and funding the arts, the sick and poor would tend to win out. The fact Singer was essentially implying arts and culture held a greater allure for philanthropists made me wonder if there were appealing elements of arts and culture I was overlooking and needed to exploit more.

Now just because I find Singer’s approach to be weak doesn’t mean that arts organizations don’t have work to do in communicating their value. Stein’s piece is involved and makes a number of compelling arguments about how arts institutions need to position themselves and their value to the community.

In fact, I have ultimately decided to break up my original post and address different portions of Stein’s piece over the course of two days.

I was most drawn to the following concept:

Consider what could happen for a moment if Museums were able to document — like universities do — our creative alumni? With the technology currently at our disposal, why are we only so focused on patron management systems (CRM by another name) that track the money people donate to us? What if we focused instead on keeping a catalog and evidence of the creative imprint our audiences are exposed to and the impact they make on the world. Such a catalogue could effectively illustrate the museum’s imprint on the formation of creative ideas and creative professionals and their resulting innovation across a multitude of fields. This alumni creativity database could be a proof-text for the role of museums in the formation of creativity and a boon for fundraising linked to this important outcome.

This idea that arts organizations really needed to be assembling a database of cultural experiences as sophisticated as that in a customer relationship management system shook me because really, those experiences are the true assets of our organizations and many arts organizations allow their connection with them to dwindle once they pass.

We cross reference giving and attendance history, know where people like to sit, how they like to be addressed and what their social and professional relationships are. Many arts organizations can pull that information up in moments and spit out a report or mail merged letter tailored to a person’s interest.

But our creative record is often contained in banker boxes and file cabinets that we have to sift through for hours in order to derive any value from it. How many people can pull up the program, images, video, interviews, notes by the creative team/curators and feedback from event attendees in a short period of time?

We make statements about putting the art and artist at the center of our work, but do we really cherish and reflect on what we have done the way a child cherishes a favorite teddy bear and the way an adult wistfully remembers that teddy bear? Or is the work filed away alongside expense reports and tax returns and only pulled out for grant reports and anniversary displays?

Near the end of his piece Stein says,

Only by measuring and counting the difference we make in people will we live up to our potential to change lives. Without it, we risk being relegated to the periphery of contemporary society as mere treasure houses for the wealthy in need of a tax-break.

If we give up on the idea that we can know for sure that our museum makes a difference, then Peter Singer is right, we’re not worth supporting.

He is referring to a commitment to investigating the impact work on outsiders that experience it. But it occurs to me that there might be an element of “if you want someone to love you, you must first love yourself,” in all this. Maybe only by making the totality of our creativity, past and present, central to our focus can we really convince the world of our organization’s value to them.

Advocacy, Art(ist) Education, Fundraising

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Raising The Roof On Art Class

June 16, 2014

by:

Joe Patti

This past weekend I went to my 5 year old niece’s gymnastics class. The school she goes to is apparently one of the country’s national training centers. The way things were laid out in the building, I wondered if a similar format in an arts academy might be conducive to generating interest and excitement in families about being involved in performing and visual arts.

Basically, pretty much all the activity in the school was on display and happening at once. The building was essentially a large warehouse space with mats down everywhere. Nearest to the entry area on the left side was an open space where gymnasts were practicing flips. On the right side were trampolines and balance beams.

Dead center of the room were pommel horses and rings with uneven bars nearby. There was a sort of divider across the middle of the room and beyond that were other balance beams, vaulting pits and other equipment you would know from the Olympics. To one side along the dividing line there was a loft platform with a sign indicating it was “kiddie world” or something along those lines.

As I said, pretty much every area was being used at the same time. They had groups starting every 5 minutes with stretches and then moving on to some section of the room to start learning.

My niece’s class was only about 30 minutes and my assumption was many of the higher level students had started much earlier and would be sticking around much longer. My guess would be that there was probably a flurry of activity for about two hours a night with families bringing young kids in for 30-60 minute classes and then the serious students had the place to themselves again.

What impressed me about the whole arrangement was that parents waiting for their kids in the raised observation gallery would be sitting there watching all this bustle of activity and could visualize their kids advancing around the room until they were executing the precise motions of the students along the back wall.

Or perhaps like me, they might be impressed by the number of boys enrolled in the program, having had no conception there were that many 10-14 year old boys interested in gymnastics. Not to mention that they would have the upper body strength to work on the rings at that age.

Sitting there, it was easy for me to envision classes in dance, improv, acting, painting and other activities all occurring before me. Perhaps they would be partitioned off from each other a little, but everything would be visible from the parents’ raised view. (I confess, I am not sure how musical instruments or voice might be effectively integrated, but I am sure a music educator could find an easy solution.)

The biggest plus in my mind was the opportunity to take arts classes of many disciplines out of closed classrooms and studios and put them on display all at once, providing information about all the options that are out there.

No one is going to mistakenly believe a great ability in an artistic discipline could be cultivated in a half hour class. On the other hand, kids can be fearless and impress you with their progress as my niece did for her mother and I.

An arts school that brought together all that energy and excitement with a little bursting of preconceived notions could create positive impressions for both parents and kids about the arts while both are at the start of their relationship. Maybe it results in increased attendance at arts events or the kids and parents taking additional arts classes later in life.

As a parent, in this scenario your experience with your kid’s class isn’t that dreaded recital. It is watching your kid have fun doing something. If they don’t appear to be having fun in that painting class, seeing that other kid having fun over at the dance class suggests an alternative. Maybe seeing other kids and parents having fun painting together makes you want to join in. (If only you can get your kid to want to take that instead of dance!)

Art(ist) Education, New Initiatives

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Can You Increase Attendance By Raising Your Prices?

June 11, 2014

by:

Joe Patti

Over the weekend I read a very interesting blog post by Nick Kokonas who implemented a system where people would buy tickets to his restaurants.

One of the problems he faced was that they were employing 3 people full time just to call people back and tell them there were no seats for Friday or Saturday at 8 pm. They were also losing a lot of money due to no-shows or partial no-shows because they couldn’t call their long waiting list of people to tell them they could be seated in 15 minutes.

What they did was create a demand based pricing structure with non-refundable tickets and put the whole system online. That way patrons could see exactly what was available and see that weekend nights were much more expensive than Tuesday nights and make decisions accordingly.

This creates a lot of transparency and trust with customers because the restaurant doesn’t have to overbook to hedge against no-shows and then divert people to the bar if more people keep their reservations than were anticipated.

They also differed their operations from other online services like Open Table. Most restaurants don’t put their entire seating online and customers have figured that out and call in to the restaurant anyway. Since Kokonas wanted to avoid paying his employees to say “No” all the time, they basically put everything they intended to offer online giving people no reason to call in and try to wheedle a seating.

Their no-shows dropped precipitously and even if only a partial table shows up, they have already collected the cost of the meal from them.

I should note, the restaurants offer a fixed menu so there is not a lot of variability in people’s orders. They do have one bar-restaurant with a more variable menu where they collect a $20 deposit which is applied against your bill and no-show dropped immensely there as well.

But reading this got me thinking– this is a situation where people pay a uniform price in advance to consume a similar product and the the result was a greatly reduced no-show rate.

This sounds lot like going to a live performance. Only when I have looked at the sales versus tickets taken at the door (or just eyeball the audience at a performance) I see more no-shows than I would like.

I wonder at the reasons behind this. It could be that many are subscribers and they forgot they had tickets for the show or they have decided this is the show in the series they are least interested in and want to skip it.

I know this doesn’t just happen to me because I have attended otherwise sold out performances where a significant swath of prime seating remains empty.

While subscribers have the right not to occupy the seats they have paid for, as conversations about demand pricing for seats at performances continue, you have to at least consider whether you are setting prices high enough.

This is absolutely a consideration at sold out performances where you might really have an opportunity to increase your earned revenue in the face of decreasing support from foundations and individuals.

It is also a consideration in less well attended performances where too low a price might not provide enough incentive for people to attend. I have seen a decision to go from free to a $5 charge fill performances. If you are intentionally keeping prices low so a target audience can attend and they buy tickets but don’t attend, then the effort is as much as failure as if high prices dissuaded their attendance.

There are dozens of other factors that can account for the difference in no-show rates between Kokonas’ restaurants and performance venues. The social cachet of eating at a high demand restaurant that only seats about 90 being a significant one.

Even without considering the success Kokonas’ has realized, there are dozens of factors that make ticket pricing decisions very difficult for arts organizations. Still, it is always interesting to see how pricing is used to good effect and ponder what lessons might be derived.

Audience Relations, Pricing

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Could You Hurry Up And Get Delighted?

June 10, 2014

by:

Joe Patti

Seth Godin had a post today reflecting on a woman he noticed in front row seats at a concert being given by jazz bassist Christian McBride. The woman was fidgeting, checking her watch and fiddling with stuff, entirely disengaged with the concert.

Says Godin:

McBride seemed to be too professional and too experienced to get brought down by her disrespect and disengagement. Here’s what he knew: It wasn’t about him, it wasn’t about the music, it wasn’t a response to what he was creating.
[…]
Do your work, your best work, the work that matters to you. For some people, you can say, “hey, it’s not for you.” That’s okay. If you try to delight the undelightable, you’ve made yourself miserable for no reason.

It’s sort of silly to make yourself miserable, but at least you ought to reserve it for times when you have a good reason.

We all know that ideally, this is the best philosophy to embrace. We know that the arts aren’t for everyone and that you have to allow people the time and space they need in order to eventually find that your work resonates with them. If it is going to resonate at all, that is.

But we don’t live in an ideal world and we receive a lot of messages that our audiences need to get it, and get it quick. This obviously manifests in ticket sales reports and the requirements of just plain old pride in wanting to have seats full of people enjoying themselves.

There is a lot of subtext that our funding depends on it as well. We are asked about the diversity of our audience. What are the numbers and percentages of racial groups, students and seniors?

Some times there is no subtext at all. I am currently working on a final grant report that asks what we did to engage the community to participate; what did or will we do to remove perceptual, practical and experiential barriers; what motivates patron, board members and volunteers; and to provide a first hand account of how the programming has made an impact on an individual or a group.

Faced with questions like that, you have a lot of motivation to start thinking your audience, board and volunteers need to experience something that moves them, and they need to have that moving experience during the current grant period.

Its no wonder we have ushers patrolling the aisles and glaring at people pulling out their iPhones. Not only can’t we afford to have the individual become disengaged from the performance, we need to make sure the glow of the phone isn’t constituting a perceptual or experiential barrier to a dozen other people around them. These are all black marks against us that our funders expect us to address.

Now as a practical matter, foundations aren’t infiltrating mystery shoppers into our audiences to make sure we are properly identifying these problems and proposing solutions in our final reports. Their questions are meant to inspire some self-examination in grant recipients about procedures and operations.

When heckling at a performance is unchallenged by house staff and results in the cancellation of the run as recently occurred in California, it signals the need for a review of procedures in event spaces across the country.

Questions like these on a grant report indicate the type of activity and outcomes that are valued in grant recipients. These expectations are somewhat in conflict with the long view non-profit arts organizations are enjoined to embrace in respect to cultivating their audiences.

When Christian McBride plays The Blue Note, the venue worries about whether they sold enough tickets, food and alcohol to cover costs. The Blue Note certainly wants all the patrons to have a good time and come back again, but they don’t concern themselves too much with whether people have attained a new level of personal growth.

When McBride plays at a non-profit arts center’s jazz series, the organization worries about all those things The Blue Note worries about, but also has to concern themselves about recognizing potential barriers to entry, the diversity of the audience and whether they have been inspired.

It can be something of a psychic burden to try to balance all the requirements of a non-profit existence. You have to be cool, put your best work out there and not worry about delighting the undelightable.

But at the same time, you wonder how you have failed that person. What barriers have you been complicit in maintaining? Is she really undelightable, or is that a convenient way for writing her off when you should be patient and try harder? How can you change your programming and outreach efforts so she feels engaged and included?

Art(ist) Education, Audience Relations, State of the Arts, Working In The Arts

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