NATIONAL JAZZ HALL OF FAME (NJHF) CASE STUDY

CASE STUDY

ON

NATIONAL JAZZ HALL OF FAME (NJHF) SYNOPSIS

This case describes and presents the problems faced by Mr. Rutland, Professor of History at the University of Virginia and founder of the National Jazz Hall of Fame (NJHF), in his attempts to gain national recognition for the organization. The NJHF has achieved moderate success at a local level but has not attracted the needed national recognition. Basically the NJHF was established to maintain a jazz museum in an old Paramount theatre. For doing that he needed funding around 600 000$. In addition to this problem, there are other organizations attempting to form a "National Jazz Hall of Fame". Mr. Rutland is faced with the dilemma of whether to abandon this project or to use some marketing strategies to help succeed. Mr. Rutland engaged an independent consultant to answer these questions who conducted two national surveys and provided recommendations based on the survey results. SUMMARY OF THE CASE Jazz is a popular type of music which combines Black Spirituals, African Rhythms, and Cajun music. It began in New Orleans in early 1900s and traveled to St.Louis, Kansas City, and Memphis, Chicago and New York and these cities musicians developed local styles of Jazz.Over the years different sounds emerged-swing, big band, bebop, fusion and others. So, according to Louis Armstrongs, Jazz is, If you have to ask what Jazz is, youll never know. The origin of NJHF comes from a local Landmark of Charlottesville, the citys historic district, the Paramount theatre. The Paramount was constructed in 1930s used as performance centre and movie theatre. In 1970s it was in danger of dilapidated, in terms of saving Mr. Rutland established a Jazz Hall of fame- that would be used as a museum and performance center capitalize on the theaters name. NJHF was incorporated by Mr. Rutland and his several friends in Charlottesville. They formed board of directors in early 1983. The NJHF National Advisory board was consisted of Benny Goodman and Chick Corea. The purpose of NJHF was to establish and maintain a museum,

archives and concert centre in Charlottesville to sponsor Jazz festivals, workshop and scholarships and to promote activities remembering great Jazz artists, serving Jazz enthusiasts and educating the public on the importance of Jazz in American culture and history. Mr. Rutland and The board of directors were faced with three difficulties in their fist years effort. 1. Philanthropic organization refused to make grant because none of the directors were experienced in project like NJHF. 2. Government agencies such as National Endowment for the Arts and National Endowment for the Humanities considered only organization in operation for at least two years. 3. Mid 1983, they discovered that to save paramount at least $600,000 would be needed.

Best part of 1st years effort was: 1. Jazz enthusiasts small contribution who had read stories of NJHF in Billboard, a music library magazine in Charlottesville and Richmond newspapers. 2. NJHF had sponsored three concerts at local high school, featured such Jazz greats as Maxime Sullivan, Buddy Rich, Jon Hendricks. 3. Each concert attracted more than 500 people and concerts were succeeding in publicizing and promoting NJHF. 4. 5. 6. A Charlottesville country club brought $2000 to the NJHF. MR. Rutland started NJHF newsletter and museum with enlarged collection of objects. Louis Armstrong and Duke Ellington were inducted into NJHF.

7. At the end of first year , enthusiasm was still high among the board members as they believed that NJHF could survive. Mr. Rutland had chosen NJHF to be established and succeed in Charlottesville. More than 500000 tourists annually attracted to Charlottesville to visit Thomas Jefferson home, James Monroes home at Ash Lawn and the lawn of the university of Virginia, where total enrollment was 16000.Moreover, Charlottesville radio station recently switched to music called Memory Lane and the station played much Jazz and won loyalty of many Jazz enthusiasts in Charlottesville area. So, Charlottesville community could provide the NJHF with a base of interest and loyalty. Other Hall of Fame

1. CBS records and the Harlem YMCA have joined forces to establish Jazz Hall of Fame. The first induction ceremony will take place on May 14 with a concert featuring Ramsey Lewis, Hubert Law, Ron Carter and an all- star Lain Jazz ensemble. 2. The JAMA, Jazz Listeners/ Musician Newsletter, Dizzy Gillespie promised in Kansas City, Mo. to ask musicians for help in establishing an international Jazz Hall of Fame. The Hall of Fame also includes a Jazz museum, classroom and performance area. 3. New York Jazz Museum was established in early 1970s and was closed a few years later.

4. Country music Hall of Fame, Some country music stars made special recording in country hits and donated the royalties to the organization. CMHF was establish in 1967 in Nashville, included a museum, an archive, a library, and a gift shop. More than one-half million people visited the CMHF in 1983.

Jazz educators of Country 1. National association of Jazz educators with 5000 members primarily coordinated and promoted Jazz education programs. 2. Performance programs offered through music department.

3. Most high school and college has bands that played a variety of Jazz as part of their reporties. 4. Most of Jazz appreciation courses offered in schools thought the USA as a popular art form and a barometer in itself. Survey of NJHF Mr. Rutland engaged an independent consultant how conducted to survey a) b) A National survey A tourist survey

a) For national survey the consult design a questionnaire to gauge the responders level of interest in both Jazz and the concept of NJHF. Sample size 1300. Used milling covered the entire USA. Exhibit 1

b) For tourist survey consultant developed a questioner and interviewed 100 approximately tourist to the Charlottesville area the western Virginia visitor centre near Monticello. Consultant recommendation Its mainly base on only the result of two surveys1. The NJHF should be professional in all its services and communication to judge enthusiasts. 2. The executive director should have pior experience in both the fund raising and direct mail.

3. The executive director must have commitment to a love for judge as well administrative skill and creativity. 4. The NJHF should communicate frequently with funding sponsors to keep their interest and excitement alive. 5. Promote the NJHF t strategic locations around Charlottesville to tourists and other visitors.

6. The Western Virginia visitor center was in view prime prospect in his view for this activity He calculated that 50,000 tourists annually at $3.00 each would provide sufficient funds to operate and maintain the National Jazz Hall of Fame. 7. Appoint a full time executive director with any fund the cost of the mailing. The principle responsibilities of the executive director would be organizes and coordinates fundraising activities, to establish a performance centre and museum, and to coordinate the collection of memorabilia and other artifacts. 8. The principle responsibilities would be organized and coordinate fundraising activities, to establish a performance centre and museum, and to coordinate he collection of memorabilia and other artifacts. 9. Launch a direct mail campaign to the 100,000 people on the Smithsonian Jazz mailing list. The focus of the mailing should be an appeal by a Jazz great such as Benny Goodman to become a Funding Sponsor of the National Jazz Hall of Fame. He estimated that the cost of campaign could range between $25,000 and $30,000; however, with an average contribution of $25,000 per respondent, a response rate of only 2 percent would allow the National Jazz Hall of Fame to break even.

Questions Answers 1. What is the project Mr. Rutland is trying to manage? Has it stayed the same?

Mr. Rutland is trying to promote the National Jazz Hall of Fame to get national recognition. The project started out as an endeavor to restore the Paramount theatre which was in danger of becoming dilapidated and to eventually use the theatre as a museum and performance center. The project has evolved and now has the following goals and objectives: Raise funds to operate and maintain the National Jazz Hall of Fame which will include a museum, archives, concert center and a gift shop in Charlottesville. Get national recognition for the National Jazz Hall of Fame by appealing to all Jazz enthusiasts to become founding sponsors of the National Jazz Hall of Fame. Our Findings Over all they find there are three main problems: 1. How to raise funding for the project; 2. How to organize a professional team which can execute the project; 3. How to organize marketing activities to attract national recognition. To find some solution Mr. Rutland asked consultants for the help. They suggested three possible solutions: Direct mail campaign (would help to rise funds) Appoint full time executive director Promote NJHF in right location 1. Direct mail campaign is good idea, because the calculations showed that NJHF would reach a break even, if at least 2% of audience would contribute 25.00$ to the project. At the same time the existing financial possibilities were very limited and they couldnt afford such campaign at that point. (NJHF had 2500$, but the campaign would cost approximately 30 000$). Taking in mind financial constrains as well they do not had strong team, which could manage this marketing campaign, this solution would be too risky. 2. We would evaluate as the most important one, because as mentioned beforehand, for NJHF was hard to get funding due to fact that team was not experienced. Professional project manager was essential to earn confidence from possible sponsors and investors as well to execute project

well. There was a lot of work to be done in team building, marketing, finances etc., where projects managers not operations managers skills are essential. 3. Promote the National Jazz Hall of Fame at strategic locations around Charlottesville to attract tourists and other visitors. The Western Virginia Visitors Center was a prime prospect in his viewfor this activity. He calculated that 50,000 tourists annually at $3.00 each would provide sufficient funds to operate and maintain the National Jazz Hall of Fame.

Lets Focus on Our Recommendations: Organize more fund arising campaign Main focus would be on JAZZ , other popular forms can be consideted. Use highest level of administrative creadibility and creativity Develop strong goal oriented strategic plan Seeking more and more music enthusiasts throught the country Offering different services like gift shop, suvanior selling, arcives.