Ruya
CASE STUDY
ON
NATIONAL JAZZ HALL OF FAME (NJHF)
SYNOPSIS
This case describes and presents the problems faced by Mr. Rutland, Professor of History at the University of Virginia and founder of the National Jazz Hall of Fame (NJHF), in his attempts to gain national recognition for the organization. The NJHF has achieved moderate success at a local level but has not attracted the needed national recognition. Basically the NJHF was established to maintain a jazz museum in an old Paramount theatre. For doing that he needed funding around 600 000$. In addition to this problem, there are other organizations attempting to form a "National Jazz Hall of Fame". Mr. Rutland is faced with the dilemma of whether to abandon this project or to use some marketing strategies to help succeed. Mr. Rutland engaged an independent consultant to answer these questions who conducted two national surveys and provided recommendations based on the survey results.
SUMMARY OF THE CASE
Text Box: Louis ArmstrongJazz is a popular type of music which combines Black Spirituals, African Rhythms, and Cajun music. It began in New Orleans in early 1900’s and traveled to St.Louis, Kansas City, and Memphis, Chicago and New York and these cities musicians developed local styles of Jazz.Over the years different sounds emerged-swing, big band, bebop, fusion and others. So, according to Louis Armstrong’s, Jazz is, “If you have to ask what Jazz is, you’ll never know.”
The origin of NJHF comes from a local Landmark of Charlottesville, the city’s historic district, the Paramount theatre. The Paramount was constructed in 1930’s used as performance centre and movie theatre. In 1970’s it was in danger of dilapidated, in terms of saving Mr. Rutland established a Jazz Hall of fame- that would be used as a museum and performance center – capitalize on the theater’s name.
NJHF was incorporated by Mr. Rutland and his several friends in Charlottesville. They formed board of directors in early
ON
NATIONAL JAZZ HALL OF FAME (NJHF)
SYNOPSIS
This case describes and presents the problems faced by Mr. Rutland, Professor of History at the University of Virginia and founder of the National Jazz Hall of Fame (NJHF), in his attempts to gain national recognition for the organization. The NJHF has achieved moderate success at a local level but has not attracted the needed national recognition. Basically the NJHF was established to maintain a jazz museum in an old Paramount theatre. For doing that he needed funding around 600 000$. In addition to this problem, there are other organizations attempting to form a "National Jazz Hall of Fame". Mr. Rutland is faced with the dilemma of whether to abandon this project or to use some marketing strategies to help succeed. Mr. Rutland engaged an independent consultant to answer these questions who conducted two national surveys and provided recommendations based on the survey results.
SUMMARY OF THE CASE
Text Box: Louis ArmstrongJazz is a popular type of music which combines Black Spirituals, African Rhythms, and Cajun music. It began in New Orleans in early 1900’s and traveled to St.Louis, Kansas City, and Memphis, Chicago and New York and these cities musicians developed local styles of Jazz.Over the years different sounds emerged-swing, big band, bebop, fusion and others. So, according to Louis Armstrong’s, Jazz is, “If you have to ask what Jazz is, you’ll never know.”
The origin of NJHF comes from a local Landmark of Charlottesville, the city’s historic district, the Paramount theatre. The Paramount was constructed in 1930’s used as performance centre and movie theatre. In 1970’s it was in danger of dilapidated, in terms of saving Mr. Rutland established a Jazz Hall of fame- that would be used as a museum and performance center – capitalize on the theater’s name.
NJHF was incorporated by Mr. Rutland and his several friends in Charlottesville. They formed board of directors in early