How Shared Consumer Data is Redefining an Organization and Helping the Field

By     Oct 14, 2012
Associate Executive Director, Valley Performing Arts Center at California State University, Northridge

Terence McFarland

LA Stage Alliance was formed over 35 years ago by leaders of small arts organizations who realized they could leverage their aggregate power with that of the larger organizations to benefit the entire community. Today, it continues to leverage its power but in new and different ways. Terence McFarland, the group’s CEO, has united an even broader community in the search for understanding of the region’s audiences through a project called Arts Census. He and his team have broadening their service to welcome all arts disciplines. They are living their mission “to empower artists and engage audiences.”

Learning objectives:

To show the power of a strong collaboration in a technological age and how unexpected opportunities can help shape strategy

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