Appendix D11

Michael C. Rockefeller Arts Center

Jefferson Westwood, Director

Mission Statement: As an administrative unit of the College at Fredonia, the mission of Rockefeller Arts Center is to encourage, facilitate, sponsor and promote high quality events in the fine and performing arts for the benefit of students and the community at large; to support academic arts departments and other users of the facilities by providing operational, technical, public relations and marketing assistance for performances and exhibits in the Center; to oversee the scheduling and operation of the non-dedicated spaces and facilities within the Center; to serve as the College's presenter of visiting professional performing artists and companies; to provide front-of-house and gallery attendant services for all public events in the Center; and to support the College's academic program in arts administration by providing meaningful experiential learning opportunities to qualified students.

Goal # 1: Maintain the Friends Annual Fund with a minimum goal of $35,000 and 450 members during the 1999 fall membership drive. This is considered a general barometer of RAC success in the community at large. This is on the theory that if donors in the community approve of what we are doing, they will show this by their gifts of money.

Measure: Counting of receipts of membership response forms and associated deposits to RAC account at Fredonia College Foundation.

Results: For the fall 1999 membership drive, results were $43,350 from 528 donors. This was 24 percent and 17 percent above goals, respectively.

Feedback into Unit: Based on above results, maintain the course; consider raising goal to $37,500 and 475 members next season.

Goal # 2: Strive for full facilities utilization by allowing each major user group (School of Music, Theatre Arts, Student Organizations, General College, Community Groups) to use as many of their assigned annual quota dates as possible. As an aggregate, usage for non-RAC sponsored events should be between 95 and 100 percent of available dates.

Measure: Operations Manager performs annual audit of dates using the one official RAC master calendar as the source document. Dates are compared with past years to avoid errors of misclassification. Measures are validated against RAC annual event and attendance summary (a standard format that has been used for over 20 years). -

Results: Results will be tracked informally during the season and officially compiled in June of 1999. (The event counting year runs from June I through May 31 even though the fiscal year runs from July I through June 30.)

Feedback into Unit: If utilization falls below 95 percent for any one user group, consideration should be given by center management and RAC User's Council to reassigning the available quota dates on a temporary or permanent basis. (Note: Usage caps have been fixed for about four seasons but could be expanded depending on RAC staffing levels.)

Goal # 3: Kaleidoscope shows should play to at least 75% of seating capacity (60% for King Concert Hall events).

Measure: Count of ticket stubs.

Results: For the three 1998-99 events, results were as follows: Bob Berky in November: 368 attendees in 400 seat house (23 percent above goal); Island of the Skog in January: 340 attendees in 400 seat house (13 percent above goal); Tom Chapin in March: 778 in 1200 seat house (8 percent above goal).

Feedback into Unit: Attendance is satisfactory. Consider adjusting goals slightly upward for next season depending on inherent sales appeal of attractions chosen.