"...marketing is the only way to grow an audience."
Michael M. Kaiser, President Kennedy Center
I believe that quote that should be pasted in big bold letters on the wall of every arts organization in the country.
The Sacramento Philharmonic is participating in the initiative and they're hearing very clearly that Kaiser is not in favor of putting marketing budgets on the chopping block. Here's an article that appeared yesterday in the Sacramento Bee "Don't sacrifice marketing, expert warns arts groups".
Mr. Kaiser's remarks resonated deeply with me. Yes, we need to be prudent. Yes, we need to stretch marketing dollars. But if we allow our offerings to disappear from public view because we don't promote them, we are assuring that our audiences will disappear as well.
If you'd like to know more about the Kennedy Center initiative the website is www.artsincrisis.org. Or read one of the following articles:
Kennedy Center Offers Help to Arts Groups - The New York Times
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