Don't sacrifice marketing, expert warns arts groups

In tough economic times, some local arts groups have responded by reducing their marketing staffs.

Recently, the Sacramento Philharmonic and B Street Theatre were among the first to lay off their marketing directors.

But cutting back marketing and staff is the last thing an organization should do, says arts administration guru Michael Kaiser.

However, small-budget arts groups feel they have no option. It's either cut a marketing position or cut back on artistic product.

"Every group is different and has to make its own judgement call," said Sacramento Philharmonic executive director Marc Feldman, responding to Kaiser's advice.

That viewpoint will be a healthy one for Feldman, who has just been taken under Kaiser's wing.

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