The headline: “Michael Kaiser: For Arts Sake”, Wendy Helfenbaum, Lifestyles Magazine, Summer 2009
The story: As president of the John F. Kennedy Center for the Performing Arts, Michael Kaiser is leading the move by American arts organizations to become stronger business managers and marketers in the face of a stagnant economy. Kaiser, who has an impressive record as the ‘turnaround king’ of the arts world, has called on foundations to increase arts spending and tax breaks. At the same time, he is encouraging the formation of corps of better trained managers to find resources, attract audiences and provide support to artists. In these tough economic times, Kaiser’s overall message is that now more than ever society needs creative people to challenge and excite audiences (see this Minnesota Public Radio interview).
The hope: With an arts management philosophy based on the mantra of “great art, well marketed”, Kaiser and other accomplished leaders are helping the centers of creativity reassert out-of-the-box thinking and inspiration for the economy. Rocco Landesman, the new chairman of the National Endowment for the Arts, said that he plans to focus his federal agency’s efforts on both the role of the arts in K-12 education and on promoting the arts as an economic engine for cities and towns (see this story in the Chicago Tribune). Living his approach, Kaiser has managed to set aside over $20 million over the last number of years which is being used by the Kennedy Center as a rainy day fund to help with times of crisis such as the current economic slowdown.
The background: Since 2002, Kaiser has mentored the arts administrators of 35 African American, Latino, Asian American and Native American arts groups. He has also been advising arts groups from around the world about strategic planning, fundraising and marketing. In early 2009, the Kennedy Center launched Arts in Crisis, a virtual hotline offering troubled arts organizations emergency help and the chance to brainstorm with established arts managers.
Kaiser’s recent book, “The Art of the Turnaround: Creating and maintaining Healthy Arts Organizations”, offers 10 rules for arts organizations to achieve success:
1. There has to be a/one leader who, at the end of the day, says “This is what we are doing, where we are going, and how we are going to get there.”
2. The leader must have a plan, a strategy, for getting from here to there.
3. You can’t save your way to health. It makes you look irrelevant and you don’t compete well.
4. Focus on the present and the future, not the past.
5. Extend your planning calendar. It costs nothing to do so.
6. There has to be one spokesperson, and there can be only one – positive – message.
7. Marketing is more than just brochures.
8. Don’t aim fundraising gift solicitations too high or too low.
9. The board has to be willing to re-structure itself.
10. You have to have the discipline to do the first nine rules.
The Kennedy Center relies on private funds to direct its performances and educational activities, although it does receive some direct appropriations for its operations from the federal government.