Thanks to Theatre Bay Area , Alan Brown walked us through his study findings Stop Taking Attendance and Start Measuring the True Impacts of Your Programs Major University Presenters’ Value & Impact Study, Presentation by Alan Brown and Jennifer Novak at the Arts Presenters Conference (January 11, 2008) to download presentation click here . One of the primary messages is that you have to balance readiness and impact. Marketing can help create that level of anticipation. Captivation and Personal Involvement! The Hypothesis: “Readiness to Receive” + The Performance Experience = Intrinsic Impact Alan Brown draws our attention to the University of Florida's Performing Arts annual report, which actually includes intrinsic value in its annual report: UFPA INTRINSIC IMPACT RESEARCH SUMMARY Although our mission is not defined in terms of ticket sales and financial metrics, we previously reported only those figures to funders, foundations, university administrators, board members and...