COMMUNITY OUTREACH IN SPORTS AND ARTS: A PILOT STUDY ON THE COLUMBUS CREW AND OPERA COLUMBUS A Thesis Presented in Partial Fulfillment of the Requirements for The Degree Master of Arts in the Graduate School of The Ohio State University By Jerome S. Socolof, B.M. Graduate Program in Arts Policy and Admnistration The Ohio State University 2009 Master’s Examination Committee: Dr. Wayne P. Lawson, Advisor Dr. Candace J. Stout Copyright Jerome S. Socolof 2009 ABSTRACT Sold out venues, throngs of adoring and devoted fans, annoyingly high ticket prices; while these things might evoke thoughts of one’s favorite sports team, they could just as easily stir images of an arts organization. Although they are commonly thought of as contrary and/or mutually exclusive, sports and arts have a good deal in common. However, almost across the board, sports teams thrive while arts organizations struggle. This thesis serves as a pilot study into why this phenomenon occurs, and what information can be shared between the two fields for their mutual benefit. While later research will look at a wide spectrum of topics, this study is focused on how the two fields go about making themselves part of their home community through community outreach programs and initiatives. By utilizing document analysis, two organizations are examined that serve niche markets of increasing popularity: Opera Columbus and the Columbus Crew. By looking at how these two groups have made themselves part of the fabric of Columbus, conclusions are arrived at with implications beyond the fields of soccer and opera and the city of Columbus. ii ACKNOWLEDGMENTS I am forever grateful to my advisor, Dr. Wayne Lawson, for providing both his wisdom and experience to this project. He agreed to take me on as an advisee fairly late in the game, and then gave me the push and guidance needed to get this piece completed. I am eternally indebted to Dr. Candace Stout, who helped me lay the groundwork for this research and guided me through early tribulations. That this document exists is a testament to the advice and guidance she has imparted on me. I would be remiss if I did not offer my grateful thanks to the rest of the faculty and staff of the Art Education Department. Over the past two years, I have been given immeasurable knowledge, insight, and opportunity. I look forward to great things with them as I pursue my doctoral studies. This thesis would not have been possible without the support and cooperation of the front office staffs of both Opera Columbus and the Columbus Crew. Their help in procuring data and giving context and insight into its use was invaluable. A deep and sincere thanks to Francisco Terreros and Robin Ungerleider of the Crew and Eric McKeever of Opera Columbus. Through this process, several friends have played key roles in keeping me on track, sane, and on my feet. Thanks to Tim, Kenny, and Colin for making coming home a constant adventure, and Tim especially for many hours of free tech support. Thanks to the brothers of the Beta Xi chapter of Phi Mu Alpha for giving me ample opportunity to step back, take a iii breather, and come back to this refreshed and ready to go. A very special, deep, and appreciative thanks to Brea, Molly, and Kristi for two years of bitching, beer, and brainstorming. The guidance and support you three have given me has been priceless. I would also like to thank my previous mentors who have gotten me to this point. I am indebted to Mark Bunce for over a decade of guidance and for getting me to take music from a hobby to a passion. I am incredibly appreciative of Kickie Britt’s guidance through my somewhat errant years as an undergrad, never quite sure what I wanted to do. I also offer deep thanks and gratitude to Drs. Deborah Massell and Carleen Graham, who spent four years making vocal music and opera come alive to me. Lastly, I would like to thank my family. Thanks to Bubbe Cantor, Bubbe Socolof, Bubbe Steirn, all aunts, uncles, cousins, and assorted hangers on who have been supportive of my academics and me. Thanks to Rebeccah for never failing to remind me that, no matter how stressed I am and how over-worked I am, I am still her little brother and should therefore shut up. Lastly, thanks beyond words to my parents, for giving me life, giving me love, giving me support and encouragement, and for still taking my phone calls, no matter how scatter-brained, panicky, on indecipherable. You are why I am where I am, and I can’t thank you enough. iv VITA February 18, 1986…………………………………………..Born, Ilion, New York Summer 2006…………………………………………………General Administrative Intern Lake George Opera May 2007………………………………………………………..B.M., Business of Music SUNY Potsdam 2007-Present………………………………………………….Central Ohio Student Advocates for the Arts Member, Board Member Summer 2008………………………………………………….Company Intern Gotham Chamber Opera Summer 2008………………………………………………….Graduate Administrative Intern OPERA America FIELD OF STUDY Major Field: Arts Policy and Administration v TABLE OF CONTENTS ABSTRACT ......................................................................................................................................... ii ACKNOWLEDGMENTS ..................................................................................................................... iii VITA .................................................................................................................................................. v LIST OF FIGURES ............................................................................................................................ viii LIST OF GRAPHS .............................................................................................................................. ix LIST OF TABLES ................................................................................................................................. x Chapter 1: Introduction ................................................................................................................... 1 Background .............................................................................................................................. 1 Personal background ............................................................................................................... 1 Statement of Purpose .............................................................................................................. 2 Definition of Terms and Research Questions .......................................................................... 4 Scope and Limitations of the Study ......................................................................................... 7 Significance of the Study .......................................................................................................... 9 Chapter 2: Literature Review ......................................................................................................... 10 Structure ................................................................................................................................ 10 Soccer ..................................................................................................................................... 11 Opera ..................................................................................................................................... 27 Parallels and Final Thoughts .................................................................................................. 44 Chapter 3: Methodology ................................................................................................................ 47 General Overview .................................................................................................................. 47 Design Overview .................................................................................................................... 48 Data Collection ....................................................................................................................... 50 Data Analysis .......................................................................................................................... 52 Conclusion .............................................................................................................................. 53 Chapter 4: Data Analysis and Discussion ....................................................................................... 55 Data Presentation and Analysis ............................................................................................. 56 Discussion............................................................................................................................... 73 vi Chapter 5: Conclusion .................................................................................................................... 85 Findings .................................................................................................................................. 85 Implications and Applications ................................................................................................ 87 What Comes Next? ................................................................................................................ 90 Grand Finale ........................................................................................................................... 91 Works Cited ...................................................................................................................................