New York City is one of the leading cultural cities in America and the world. Various arts institutions and events are located through out the city and bring in large audiences. Among these institutions one stands out to be a leader. The Lincoln Center for the Performing Arts (LCPA) is a 16. 3 acre complex of buildings in New York City’s Lincoln Square neighborhood. The LCPA was built as a part of the “Lincoln Square Renewal Project” in the 1950’s. John D. Rockefeller III and other civic leaders pioneered the building of this organization.
The complex is comprised of twelve resident organizations; The Lincoln Center for the Peforming Arts Inc, The Chamber Music Society of Lincoln Center, The Film Society of Lincoln Center, Jazz at Lincoln Center, The Juilliard School, Lincoln Center Theatre, The Metropolitan Opera, New York City Ballet, New York City Opera, The New York Philharmonic, The New York Public Library for the Performing Arts, and The School of American Ballet. The LCPA is rooted in proving education and arts entertainment to many audiences and people through out the city, and the country.
The Lincoln Center for the Performing Arts has three main roles. First is to be a present of artistic programming. The LCPA puts on more than five thousand events, performances, tours, and educational activities each year. Second is to be a national leader in arts and education and community relations. The LCPA reaches over a hundred city schools with varied education programs and events. And the third is to be the manager of the large Lincoln Center Campus, managing the events, appearance, and well being of the twelve different institutions on the property.
The LCPA has a large responsibility in the arts world and has been involved in many initiatives to help expand it’s success and audiences reached. The LCPA is taking many steps to increase their progress. A large renovation project, costing about $1. 2 billion is ninety percent complete. The renovation is to modernize the space and become more comfortable and interesting for the public, as well as mark it’s long lasting effect on arts in the city.
In an article from the New York Times, writer Anthony Tommasini mentions that the center has made itself much more inviting to people and blends well into neighborhood. The new welcoming disposition of the center opens up opportunities for larger audiences and more promotions. The friendlier the atmosphere, the easier it is to attract people to events and earn revenue and exposure. Tommasini says, “There used to be something oppressive about the Lincoln Center. For me that is no longer so. ” In addition to being more friendly, the renovated LCPA has a restaurant which brings in many customers.
Despite the restaurants expensive prices, the LCPA is still able to make profits from this type of business because they cater to both upper class and middle and lower class people with many restaurants from all levels of affordability. Another interesting aspect of the LCPA is how they display their art. For example, people can see dancers practicing in the Juilliard studio, which is captivating, interesting, and inspiring. Another great marketing and advancement strategy which the LCPA utilized was adding a black box theatre on the roof of the Beaumont Theater.
The new theatre, will feature works of emerging playwrights, directors and designers. In addition, the theatre is going to fucntion as a recruitment toll and training ground. Finding talent, and training talent in a place like this is effective for providing carefully picked and knowledgeable artists. Also these events will be targeted towards new audiences, with tickets priced at $20. Making tickets affordable is essential in gaining new and broader audiences as well as expanding exposure.
The LCPA’s renovation projects include a lot of work on many aspects of the center, which requires a lot of money. Much of this money is donated by the board. Having a willing and financially affluent board is a key aspect in successfully carrying out large projects such as this. Bernard Gersten, the executive producer of the Lincoln Center Theatre understands that the project can we worrying at times, however believes that, “you also trust that you’re doing has merit. ” Having leaders who are invested in the cause as a whole is an important component of running a prosperous business.
Through a combination of a strong educational program, tours, audience development, and family programming, the LCPA has been able to bring in lots of revenue and interest to the arts. The LCPA is always attempting to bring in new audiences. They have set up free concerts in Bronx communities which serves to expand arts knowledge to all areas of the city, and have also attracted young professionals to the arts through their efforts. Also, the LCPA is making arts accessible for people with disabilities. Another important marketing strategy which the LCPA has attempted is mobile marketing.
Almost everyone has a cell phone or some type of mobile device, so this strategy is meant to reach a wide range of people, especially younger crowds. The marketing program includes promotions for one of LCPA’s biggest events, The Midsummer Night Swing. This program costs nothing for the LCPA because it has partnered with Verizon. In return for free texting, the LCPA advertises Verizon throughout the swing season. Partnering with a large corporation such as Verizon is a very effective tool in marketing and is advantageous for both the LCPA and Verizon.
This type of marketing also promotes the LCPA as a whole as well as their event. The LCPA is a very large organization dedicated to arts. It has utilized many great marketing techniques to expand their audience and to make progress as an organization. The size of the LCPA requires a lot of coordination and good leadership which it has from it’s board of directors and all other leaders who participate. The LCPA’s efforts have been successful and can be used as a model for other organizations looking to increase their sustainability.