Location, location, location: exploring the importance of place for arts organisations
Minahan, Stella and Rentschler, Ruth 2005, Location, location, location: exploring the importance of place for arts organisations, in 2nd Australasian nonprofit and social marketing conference, at the threshold : challenges and developments in social, sport and arts marketing, Bowater School of Management, Deakin University, Geelong, Vic..
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Many arts managers and marketers are looking intently at the importance of high-speed communication and other technologies for the creation of virtual places. These places in cyberspace can only be accessed via a computer terminal and high-speed telecommunications tools. This paper asserts that there is still much for managers and marketers to learn about the importance of physical spaces for the arts. We use a model of place and apply it to three Australian arts organisations located in heritage buildings. One organisation failed, the other changed ownership, the third moved location. The findings demonstrate the importance of place and of strategy in determining place. We note the tension between the strategy, the venue, the objects, and the essential task and call for further analysis of place(s) for the arts.
Field of Research
200204 Cultural Theory
Socio Economic Objective
970120 Expanding Knowledge in Language, Communication and Culture
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