Assessment of the Jamaica Center for Arts & Learning Community Workshop Program

Client: Jamaica Center for Arts and Learning
Faculty: Rona Affoumado and Christine Campbell
Team: Nicolle Bruechert, Vicki Cabrera, Penelope Madry, Theresa Newhard, Catherine Ward
Year: 2009
Jamaica Center for Arts & Learning (JCAL) is a nonprofit organization that offers visual, performing and literary arts, arts education and artists? programs to encourage participation in the arts and to contribute to the cultural enrichment of the children and adults of Queens and the Greater Metropolitan area. JCAL charged the Capstone team with conducting an assessment of their largest education program, the Community Workshop series, which provides opportunities for people of all ages to participate in affordable arts education workshops. The team researched and analyzed trends in the arts, competitor offerings, program costs and structure, marketing practices, pricing strategy, enrollment trends, and client demographics. They also conducted surveys, focus groups, and interviews with workshop participants, instructors, and staff. Based on their findings, the team outlined a series of recommendations on how JCAL can maximize the program's earning potential while improving the services provided to their constituencies.