Higher education institutions as arts presenters: The mission and the market

This thesis examines attitudes and opinions of university arts presenters about their mission as presenters as well as their past, present and future target audiences. Specifically, it determines who is perceived to be their current and future markets. An overview of the history of higher education institutions as presenters provides a basis against which this thesis examines current trends and attitudes of university presenters. An analysis is made of arts presenters in three universities: the Center for the Arts at George Mason University; Cramton Auditorium at Howard University; and the Krannert Center at the University of Illinois. Information is based on staff interviews, at each presenting organization. Results indicate that while the intent of staff members is to affect primarily students, organizations that have clear missions and are true to their statements of purpose are the most successful in educating and exposing a wide range of people to the arts.