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Strategic planning for the Loveland Sculpture Invitational




Norton, Meghan Swella, author
Martey, Rosa, advisor
Andersen, Ashley, committee member
Carcasson, Martin, committee member

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The Loveland Sculpture Invitational was birthed out of the growing sculpture movement in Loveland, Colorado. In 1991, a group of passionate sculptors created the Loveland Sculpture Invitational as a forum for undiscovered artists to display and sell their work to the public and to introduce aspiring sculptors to sculptural stage. While in its organizational peak, LSI boasted of being the largest outdoor sculpture show in America in recent years, LSI has been in steady decline – a decline in lack of participating artists, a decline in the attending public, and a decline in board member cohesion. To discover the cause of the decline and provide insight as to what can be done to return to success, this thesis draws from Arts Management literature, Public Relations theory, and Social Marketing theory as theoretical foundation for the thesis research. Research methods of this thesis include in depth personal interviews with each member of the Loveland Sculpture Invitational Board of Directors and online surveys of key organizational stakeholder groups. This thesis conducted a thematic analysis of interview transcripts and survey data. As a result of finding a lack of organizational identity, this thesis presents an organizational strategic plan with aim to guide the Loveland Sculpture Invitational Board of Directors to a path of defining the organizational purpose and a plan to achieve measured organizational success.


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