This course provides an introduction to “cultural tourism” and the business of art and culture, with an emphasis on the management and marketing of fine and performing arts events and institutions. Topics include: comparison of cultural systems in Europe and the U.S.; non-profit and for- profit arts institutions at local, regional, national, and international levels; arts funding; grant writing; sponsorship; legal issues; marketing and public relations; commercial entertainment trends; and business fields in the arts. Includes field study excursions to major arts, media, and entertainment institutions in Vienna and beyond.
Upon completion of this course students will have an overview of:
• Aspects of the broad term “culture”
• Arts & cultural institutions at local, national, & international levels
• The impact of arts & culture in business settings (e.g. tourism)
• The commercial side of recreation
• The differences between commercial & non-commercial institutions
• Business in the arts, arts funding, & sponsorship
• Arts marketing & event management
• New forms of cultural entertainment, such as theme parks
Method of presentation:
Lecture, discussion, group work, and field study excursions
Required work and form of assessment:
20% Class participation (including group work & presentation*)
20% Midterm exam
30% Paper on assigned project
30% Final exam
content:
Section 1: Introduction
Introduction to course emphasis and goals; culture by definitions; the role of arts and cultural programming at European, national, state, and municipal levels; introduction to the arts & culture
market; cultural institutions in the performing and visual arts; festivals; introduction to cultural tourism; difference between non-profit arts & culture sector and for-profit culture and entertainment.
Section 2: Supporting Arts & Culture: Not-for-Profit Arts & Culture Systems
The public sector (European, international, & national levels); art subsidies, grant applications; decision makers; “business fields” in arts and culture (case: public museums). Group session on “how to write a grant proposal.”
Section 3: Events
Art & culture event organization, management, and logistics; the legal side of events: public authorities, organization, & safety issues. Case studies: Cirque du Soleil: the European Tour; Palazzo: the eat & drink theater; the Vienna Spanish Riding School; and the Vienna Boys Choir.
Section 4: Principles of Cultural Marketing & Introduction to Arts Marketing
Product, lifespan, & design; market & competition; consumer behavior; segmentation and positioning; pricing; placement & sales; promotion; communication planning; introduction to sponsorship.
Section 5: Art Specialization
Visual arts: public & private collections; the arts market. Performing Arts: festivals; production;
copyright. Media. Excursions: to the largest Vienna auction houses, Dorotheum and Sotheby’s; and to ORF, the Austrian National Radio and Television Corporation.
Section 6: Introduction to International Trends
Project seminar: Arts, Culture, & Entertainment; consumer spending on entertainment; market drivers; trends & forecasts; key players: the top 20 entertainment companies, their products and services. Discussion: Market Outlook: the next decade.
Section 7: Experience Economy
The creative industries and their development; effects on cultural tourism; cultural and entertainment destinations (from Bilbao to Schloß Schönbrunn); criteria and development of urban and suburban entertainment centers.
Section 8: Interactive Workshop
Careers and jobs in arts management and cultural tourism; the creative industry boom in Europe;
including case studies in New York, London, and Vienna.
Required readings:
Selections from the following:
Andersen, Arthur. Business Support for the Arts in Europe. Arthur Andersen, 1991.
Beyard, Michael D. Developing Urban Entertainment Centers. Washington, D.C.: Urban Land Institute, 1998.
Colbert, François. Marketing Culture and the Arts. 2nd ed. Paul & Co. Pub. Consortium, 2001.
Kotler, Philip and Joanne Scheff Bernstein. Standing Room Only: Strategies for Marketing the Performing Arts. Harvard Business School Press, 1997.
Lieberman, Al and Pat Esgate. The Entertainment Marketing Revolution. Financial Times Press, 2002.
Michels, Caroll. How to Survive and Prosper as an Artist. 5th ed. New York: Henry Holt & Co., 2003.
Pine, B. Joseph and James H. Gilmore. The Experience Economy: Work is Theater and Every Business is a Stage. Harvard Business School Press, 1999.
Price, Harrison. Walt’s Revolution! By the Numbers. Ripley Entertainment, 2005.
Schwarz, Martin. Art and Cultural Sponsoring. Wirtschaft für Kunst.
Vitali, Julius. The Fine Artist’s Guide to Marketing and Self-Promotion. New York: Allworth Press, 2003.
This course provides an introduction to “cultural tourism” and the business of art and culture, with an emphasis on the management and marketing of fine and performing arts events and institutions. Topics include: comparison of cultural systems in Europe and the U.S.; non-profit and for- profit arts institutions at local, regional, national, and international levels; arts funding; grant writing; sponsorship; legal issues; marketing and public relations; commercial entertainment trends; and business fields in the arts. Includes field study excursions to major arts, media, and entertainment institutions in Vienna and beyond.
Additional resources:
Regierungsübereinkommen 2003
Kulturberichte 1999-2001
Kulturstatistik ÖSTAT 2000
Upon completion of this course students will have an overview of:
• Aspects of the broad term “culture”
• Arts & cultural institutions at local, national, & international levels
• The impact of arts & culture in business settings (e.g. tourism)
• The commercial side of recreation
• The differences between commercial & non-commercial institutions
• Business in the arts, arts funding, & sponsorship
• Arts marketing & event management
• New forms of cultural entertainment, such as theme parks
Lecture, discussion, group work, and field study excursions
20% Class participation (including group work & presentation*)
20% Midterm exam
30% Paper on assigned project
30% Final exam
Section 1: Introduction
Introduction to course emphasis and goals; culture by definitions; the role of arts and cultural programming at European, national, state, and municipal levels; introduction to the arts & culture
market; cultural institutions in the performing and visual arts; festivals; introduction to cultural tourism; difference between non-profit arts & culture sector and for-profit culture and entertainment.
Section 2: Supporting Arts & Culture: Not-for-Profit Arts & Culture Systems
The public sector (European, international, & national levels); art subsidies, grant applications; decision makers; “business fields” in arts and culture (case: public museums). Group session on “how to write a grant proposal.”
Section 3: Events
Art & culture event organization, management, and logistics; the legal side of events: public authorities, organization, & safety issues. Case studies: Cirque du Soleil: the European Tour; Palazzo: the eat & drink theater; the Vienna Spanish Riding School; and the Vienna Boys Choir.
Section 4: Principles of Cultural Marketing & Introduction to Arts Marketing
Product, lifespan, & design; market & competition; consumer behavior; segmentation and positioning; pricing; placement & sales; promotion; communication planning; introduction to sponsorship.
Section 5: Art Specialization
Visual arts: public & private collections; the arts market. Performing Arts: festivals; production;
copyright. Media. Excursions: to the largest Vienna auction houses, Dorotheum and Sotheby’s; and to ORF, the Austrian National Radio and Television Corporation.
Section 6: Introduction to International Trends
Project seminar: Arts, Culture, & Entertainment; consumer spending on entertainment; market drivers; trends & forecasts; key players: the top 20 entertainment companies, their products and services. Discussion: Market Outlook: the next decade.
Section 7: Experience Economy
The creative industries and their development; effects on cultural tourism; cultural and entertainment destinations (from Bilbao to Schloß Schönbrunn); criteria and development of urban and suburban entertainment centers.
Section 8: Interactive Workshop
Careers and jobs in arts management and cultural tourism; the creative industry boom in Europe;
including case studies in New York, London, and Vienna.
Selections from the following:
Andersen, Arthur. Business Support for the Arts in Europe. Arthur Andersen, 1991.
Beyard, Michael D. Developing Urban Entertainment Centers. Washington, D.C.: Urban Land Institute, 1998.
Colbert, François. Marketing Culture and the Arts. 2nd ed. Paul & Co. Pub. Consortium, 2001.
Kotler, Philip and Joanne Scheff Bernstein. Standing Room Only: Strategies for Marketing the Performing Arts. Harvard Business School Press, 1997.
Lieberman, Al and Pat Esgate. The Entertainment Marketing Revolution. Financial Times Press, 2002.
Michels, Caroll. How to Survive and Prosper as an Artist. 5th ed. New York: Henry Holt & Co., 2003.
Pine, B. Joseph and James H. Gilmore. The Experience Economy: Work is Theater and Every Business is a Stage. Harvard Business School Press, 1999.
Price, Harrison. Walt’s Revolution! By the Numbers. Ripley Entertainment, 2005.
Schwarz, Martin. Art and Cultural Sponsoring. Wirtschaft für Kunst.
Vitali, Julius. The Fine Artist’s Guide to Marketing and Self-Promotion. New York: Allworth Press, 2003.