Who Learned What? A Report From Kellogg’s Arts Management Retreat
A good time was definitely not had by all at a recent weekend retreat for more than 50 Chicago arts executives at Northwestern University’s prestigious J.L. Kellogg Graduate School of Management. “Kellogg needs to get its shit together,” says a blunt Jackie Taylor, producing director and founder of the Black Ensemble, who felt the business school did a “lousy” job of preparing for the retreat. Held January 15 and 16 and funded by the Sara Lee Foundation and John D. and Catherine T. MacArthur Foundation, the event was part of a $1-million, two-year initiative by the two foundations to help local not-for-profit arts organizations hone their marketing skills and develop desperately needed new audiences. If all continues to go according to plan–which is somewhat in question at the moment–Kellogg would be paid hundreds of thousands of dollars in three installments to work with the groups. Thus far the school has received only one installment.
Best of Chicago voting is live now. Vote for your favorites »
According to about a dozen sources who participated in the retreat, it was intended to familiarize those present with some general business principles, which will help them later analyze and use the research Kellogg professor Robert Calder (who did not attend the retreat) is in the process of doing on marketing and management in the arts. But Kellogg’s efforts did not impress many of the arts executives–from theater and dance companies, art galleries, and trade associations–who spent two days in classes at the plush James L. Allen Center on Northwestern’s Evanston campus. Among other things, Kellogg professors lectured the group on reading balance sheets, strategic marketing analysis, and management leadership styles. Several attendees were reportedly close to open revolt by the end of the first and most tedious day; those who persevered through the weekend indicated that the material was perfunctory and well below the level of management expertise of many of those present. “It was clear we were getting canned lectures,” says John Ragir, executive director of Live Bait Theater (and a graduate of NYU business school). Most of the presenters were also faulted for not attempting to give their material any kind of arts context; most of their examples of good or bad marketing or management styles were from mainstream corporate America–banks, insurance companies. At various times during the weekend, some attendees even lit into Sara Lee and MacArthur staffers for giving so much money to Kellogg instead of directly to ailing arts organizations. Only one speaker, Kellogg marketing professor Ann McGill, who was the last to appear, emerged unscathed. “She managed to humanize her material by giving examples from her own experiences with the arts,” says Susan Lipman, executive director of Performing Arts Chicago.
Merger Mishap
