APPENDIX I: SWOT ANALYSIS

Opportunities

• Growth/rebirth of Muskegon and especially downtown—opportunity to cultivate new audiences

• Fresh leadership in cultural and other downtown organizations—window for collaboration and cooperation to reach wider market base

• Work with community leadership to change Muskegon’s “story” and attract more regional “cultural tourists” from Tri-Cities, White Lake, areas west of GR

• 80th Anniversary a new potential inflection point for WMS

• Purchase of Russell Block Building may provide potential for expanded presence/footprint

• Play a leadership role in community’s focus on diversity, equity & inclusion

• Greater demand and need for youth education programs/building audience of the future

• Become the leading cultural organization for donor development and fund raising

• Adult education

• Younger consumers are interested in hands-on, active participation in the arts

• Unreached community segments

• New businesses/businesses that have never been asked or previously declined opportunity to sponsor

• Corporate season tickets

• Realtor tickets for new home buyers

• Making performances more of a social event for patrons

• Aesthetic education

• Summer tourists

• Retirees, families and minorities not being well served downtown

Threats

• Aging audience and donor base and insufficient younger patrons to replace them

• Lack of interest by younger generation in classical music, declining attendance at live events nationally, changes in lifestyle, increased resistance to subscribing

• Continuous fund drives in community / potential risk of donor fatigue

• Competition for time and donations from other organizations

• Gravitational pull of Grand Rapids Symphony / funneling off potential audience

• Looming sale of Block Building and existing environmental challenges from fellow tenants

• Music education disappearing from schools—where will our future audience come from?

• Accumulated maintenance issues, lack of a sustainable business model for Frauenthal

• Increasing parking issues as downtown becomes more vibrant

• Declining demand for live music performance – reliance on technology for entertainment access