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Wolfbrown Studies

Value and Impact Study

Assessing the Intrinsic Impacts of a Live Performance attempts to define and measure how audiences are transformed by a live performance. The study develops a simple measurement tool to assess impact, provides an analytical framework for considering the results, and suggests how performing arts presenters might begin to use this information to select programs more purposefully and evaluate them on the basis of impact instead of attendance. The protocols may be found in the appendix of the full report.

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Creative Summit

In February 2007, marketing directors, graphic designers and other staff from 12 university presenting programs gathered in Lawrence, Kansas for a three-day intensive creative charrette. The purpose of the charrette was to conceptualize new marketing campaigns based on the new ticket buyer segmentation model.

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Supplementary Research: The Mellon Papers

While the MUP Value and Impact Study concluded in 2007, much knowledge remained to be harvested from the substantial data sets that the study produced.  Recognizing the opportunity, the Andrew W. Mellon Foundation funded a $50,000 proposal from the MUP consortium to extend the value of the study’s two major datasets by commissioning 10 focused research papers.

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Impact Stories

"The study also explored how presenters can accumulate and communicate anecdotal evidence of impact. This line of thinking led to the commissioning and production of three stories of impact, available as video files, as well as discussions about how presenters might go about the process of systematically collecting, creating and using the stories. The three stories illustrate how the Clarice Smith Center at Maryland has impacted the lives of a student, a faculty member and a corporate supporter.

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