The text describes the challenges encountered by Mr. Rutland, the founder of the National Jazz Hall of Fame (NJHF), as he attempted to establish a jazz museum in a former Paramount theatre. The primary obstacles can be summarized into three main categories: 1. Securing financial support for the venture; 2. Assembling a skilled team capable of executing the project; 3. Planning effective marketing strategies to gain nationwide acclaim.
Problems 1 and 3 were closely linked to the professional team issue. The organization was unable to secure funding because the team leader lacked experience, and the team did not have a clear vision on how to attract visitors to the hall and make it profitable. Mr. Rutland sought help from consultants who suggested three possible solutions: * Direct mail campaign (1) to raise funds, * Appointing a full-time executive director (2), and * Promoting NJHF in the right location (3).
Alternative Nr. 1, the direct mail campaign, is a good idea. Calculations indicated that NJHF would break even if at least 2% of the audience contributed $25.00 to the project. However, due to limited financial resources (NJHF had $2500) and a weak team that couldn’t manage such a marketing campaign, this solution was deemed too risky. The direct mail campaign would cost approximately $30,000.
Alternative Nr. 2 is deemed the most pivotal choice as mentioned earlier. NJHF faced challenges in securing funding due to their inexperienced team, making it crucial to have a professional project manager. This would build trust with potential sponsors and investors and effectively execute the project, involving tasks like team building, marketing, and finances. Meanwhile, Alternative Nr. 3 offered an advantageous solution by presenting unexplored opportunities for establishing the NJHF brand.
According to a survey, the location of the Jazz hall is favorable, but they should increase their marketing efforts to gain more popularity. One suggestion is to collaborate with renowned musicians, as other halls have done. This can be achieved by developing mutually beneficial ideas, such as organizing concerts where all proceeds are donated to establish NJFH, which would enhance its reputation and public recognition. The survey also revealed that people are interested in various activities beyond visiting the museum. By organizing concerts, classes, seminars, and other events, NJHF can build loyal relationships with its visitors.
These are potential ways for NJHF to become a prominent cultural entity in the city. By achieving this status, more city politicians would be inclined to support NJHF, as the hall would attract more tourists and generate revenue for the city. In summary, the key element in this process is the requirement for a skilled Project Manager who can oversee the execution of the project and secure funding. Once the hall achieves success, consideration can be given to expanding its influence nationwide.
