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Small Town, Big Prize: Building the Audience for the MostArts Festival


The MostArts festival is an annual piano competition in the small town of Alfred, New York. The festival awards a $10,000 grand prize in its Young Pianist Competition, the centerpiece of the week’s events. In addition to its student competitors, MostArts hosts professional pianists, who perform, adjudicate, and lead master classes. The case not only reveals the festival’s close ties to the community but also its distinctive programming, which extends beyond musical events to broader arts education offerings. Growing attendance for MostArts is a major priority for the festival’s founder and director, Lisa Lantz. The case challenges the reader to develop a marketing plan for Lantz in order to build the festival audience.

Author: Benjamin Johns
Published: Volume 5, Fall 2018
Details: PDF Download – 8 pages plus Appendices
ISSN: 2475-4994

Teacher’s Instructions and Notes

Never utilized a case study before? Each study has the option of coming with teaching instructions on how to use the case study and specific discussion notes to help direct the classroom conversation.

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Case Study Methodology

Eastman Case Studies for classroom use have three key attributes:

1. They offer an issue encountered by management in music administration, which demands a resolution or action.

2. They put the student into the business situation, creating an immersive experience that will sharpen student judgement and acumen for similar circumstances.

3. They are presented as chronologically compact scenarios, keeping to facts that bear on the case, and minimizing long histories and extraneous stories about musical arts organizations. The cases shine a light onto particular business problems and are packaged concisely for student learning.