CASE STUDY 3

PROGRAM DEVELOPMENT

 

The Music Center 

In August 2019, the Los Angeles Performing Arts Center (The Music Center or TMC) engaged Victor Gotesman and Teresa Koberstein to explore the feasibility of activating lobby spaces in the Dorothy Chandler Pavilion (DCP) by offering co-working space during daytime hours.

CHALLENGE   The project required that we think through three key areas:(1) identifying how the program we developed would be economically feasible, while (2) maintaining integrity with TMC’s mission and value of inclusivity, and strategizing on (3) the logistics of setting up and tearing down space for co-working to take place each day due to closure of the DCP lobbies for evening performances.

RECOMMENDATIONS   Rather than compete with the co-working market, we recommended that TMC align the program to serve artists and arts organizations above all others and to create a concept that would include artists in the design phase of the program as well.  We recommend that daily rates would be at a low price point to serve artists, and that most of the program expenses would need to be subsidized by revenue from contributed sources.

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