Marketing the Arts

Anthony S. Rhine is professor in the school of Theatre at Florida State University. He holds a Ph.D. in business administration and bachelor's and master's degrees in theatre management. He worked for the first two decades of his career as a theatre executive, running multi-million-dollar and Tony-nominated theatre companies. During that time, he also wrote the librettos for over twenty produced musicals, including several that toured both nationally and internationally, and directed scores of professional productions. For the last decade, he has been a professor of theatre management, focusing his research on advancing and improving theatre management education and its application in improving nonprofit theatre organizational outcomes such as increased ticket sales and unearned income. His research has been published in the top-ranked journals of arts management. Rhine is author of Leading the Creative Mind (2011) and Theatre Management: Arts Leadership for the 21st Century (2018).

Preface
Introduction
A Note about the Cases

Chapter 1: Marketing the Arts
Case Note 1: Danny’s Supper Club

Chapter 2: Market Strategy
Case Note 2: Cambridge Little Theatre

Chapter 3: Value Creation: The Artistic Product
Case Note 3: Gryphon Senft

Chapter 4: Brands and Branding
Case Note 4: Santa Clarita Civic Light Opera

Chapter 5: Audience Acquisition
Case Note 5: Acton Chamber Ensemble

Chapter 6: Distributing Creativity
Case Note 6: ArtsEverywhere

Chapter 7: Pricing Strategies for the Arts
Case Note 7: ShinyChic

Chapter 8: Audience Development to Sustain Customers
Case Note 8: Lila Thorpe Dance Company