Arts managers face two major challenges today. First, they must reach outward to their communities, with a goal of creating relevance, understanding, and accessibility and making art an integral part of people’s everyday lives. Second, managers must look inward to professionalize their management and marketing, to approach their tasks strategically in light of a continually changing environment, and to learn how best to be responsive to the needs and interests of their publics. Says marketing expert Mohanbir Sawhney, “It is not the biggest, the smartest, nor the richest organizations that survive; it’s the most adaptable.”1
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