Case Study Analysis Part I – Environmental Scan
- Economic Scan
What economic factors are influencing the organization? Trends, Changes and Concerns:
Economic factors are in support of the Art of the Athlete Program on the college level. Many colleges are looking to put money into athletics, and many colleges have the fund or donations to do so. Looking at expanding to high school there could be some lack of funding since many art classes art being cut on that level; this is where state or city funding or partnerships with organizations such as the Boys and Girls Club can help.
Contributed Income– Individual, grants/foundations, corporate Earned Income– ticket sales and earned income sources Government Income– local, state and national support
This past year there was a $5,000 donation from Bank America, Merrill Lynch to fund the program, exhibition and outreach. The University of Oregon, Jordan Schnitzer Museum of Art, and the John E Jaqua Center all help in paying the salary of Lisa Abia-Smith: the instructor; Jordyn Fox: class helper, manager, and mentor; and Chris Young: academic advisor.
Organizational economic past and present –what is the general financial health of organization, any budgetary concerns?
Generally, the program has been supported through the University of Oregon, Jordan Schnitzer Museum of Art, and John E Jaqua Academic Center. On some years the program has received donations which helps stabilize it.
Are there other economic factors that influence the organization’s situation (touring trends, competition and other outside variables)
There isn’t any competition for the program, but donation and interest can vary based on the success on the field that an athletic team is having. If a team isn’t doing as well, donors may not want to support them on or off the field.
- Demographic Scan
What is the general audience or make up of the participants?
The specific audience for the Art of the Athlete program currently are University of Oregon student Athletes. The program is looking to expand to other Pac 12 schools as well. To look at the demographics for the program it is important to look at the demographics not of the University itself, but specifically of the athletes. The NCAA keeps record of the demographics of each student athlete in a self-response poll that coaches administer to their teams on an annual basis. The chart below shows the percentages for the 2015-2016 season. Selected are sports that Art of the Athlete has worked with in the past[1]:
| Sport | White | Black | American Indian/Alaskan Native | Asian | Hispanic/Latino | Native Hawaiian/Pacific Islander | Two or More Races | Nonresident Alien | Other | |||||||||
| M | W | M | W | M | W | M | W | M | W | M | W | M | W | M | W | M | W | |
| Basketball | 40.5 | 51.8 | 45.1 | 32.8 | 0.4 | 0.5 | 0.5 | 1 | 2.7 | 3.4 | 0.2 | 0.4 | 4 | 4.8 | 3.9 | 2.8 | 2.7 | 2.5 |
| Football | 32.9 | 0 | 34.7 | 0 | 0.8 | 0 | 1.5 | 0 | 5.3 | 0 | 7.3 | 0 | 6.6 | 0 | 0.9 | 0 | 10 | 0 |
| Volleyball | 82.1 | 63.2 | 0 | 9.8 | 0 | 0.5 | 0 | 2 | 7.1 | 3.9 | 3.6 | 2.5 | 3.6 | 5.4 | 0 | 5.4 | 3.6 | 7.4 |
| Gymnastics | 61.9 | 50 | 2.4 | 12.5 | 0 | 0 | 23.8 | 13.3 | 7.1 | 9.4 | 0 | 0 | 2.4 | 1.6 | 0 | 8.6 | 2.4 | 4.7 |
| Soccer | 52.6 | 60.7 | 8.6 | 7.9 | 0.7 | 0.8 | 2.6 | 3.7 | 17.8 | 7.6 | 0 | 0.3 | 5.9 | 4.5 | 9.2 | 5.1 | 2.6 | 9.6 |
| Golf | 48.9 | 33.7 | 1.5 | 1.1 | 0.8 | 0 | 14.3 | 23.9 | 4.5 | 4.3 | 0.8 | 0 | 2.3 | 5.4 | 17.3 | 20.7 | 9.8 | 10.9 |
Any trends in sex, age, heritage, or education with participation level?
All of the athletes, being college students, have at least a high school education and are working towards some sort of college degree. Participants also range in ages 18-24 with the majority of the participants range from 19-22. Most of the participants in Art of the Athlete come from Football or Men’s Basketball, which makes the majority of participants male. Looking at the Pac 12 demographics for football a total of 66.2% identify as part of a minority compared to the the university of Oregon as a whole which only 23.5% of the student body are part of a minority[2].
How do national trends compare to the organization’s demographic trends? What demographic characteristic is of most concern to the organization?
Below is a chart of the demographics for Division I athletes nation-wide[3]:
| Sport | White | Black | American Indian/Alaskan Native | Asian | Hispanic/Latino | Native Hawaiian/Pacific Islander | Two or More Races | Nonresident Alien | Other | |||||||||
| M | W | M | W | M | W | M | W | M | W | M | W | M | W | M | W | M | W | |
| Basketball | 24.8 | 32.1 | 57.6 | 49.2 | 0.4 | 0.4 | 0.3 | 0.3 | 1.6 | 2.6 | 0.2 | 0.4 | 4.9 | 6.1 | 7.1 | 6 | 3.1 | 2.9 |
| Football | 39.6 | 0 | 47.4 | 0 | 0.4 | 0 | 0.4 | 0 | 2.7 | 0 | 1.3 | 0 | 4.4 | 0 | 0.4 | 0 | 3.3 | 0 |
| Volleyball | 72.3 | 65.4 | 2.3 | 14.8 | 0.3 | 0.4 | 3.3 | 1.1 | 4.1 | 4.1 | 2 | 1 | 6.6 | 5.3 | 3.3 | 5.3 | 5.8 | 2.6 |
| Gymnastics | 69.4 | 68.2 | 5.9 | 8.5 | 0 | 0.3 | 9.2 | 6.9 | 6.3 | 4.8 | 0.3 | 0.2 | 5.6 | 5.4 | 0.7 | 3.6 | 2.6 | 2.1 |
| Soccer | 53.9 | 71.1 | 9.6 | 6.8 | 0.2 | 0.3 | 1.4 | 1.4 | 11.8 | 7 | 0.2 | 0.3 | 3.9 | 4.6 | 14.9 | 5.4 | 4 | 3 |
| Golf | 70.7 | 57.3 | 2.9 | 2.7 | 0.2 | 0.2 | 5 | 10.6 | 3.1 | 3.9 | 0.3 | 0.3 | 1.9 | 3 | 13.3 | 18.8 | 2.7 | 3.3 |
In comparing them to the PAC 12 division football and men’s basketball, the PAC 12 has a lower percentage of African American athletes, yet a larger percentage of the other minorities including Asian, Hispanic/Latino, Native Hawaiian/Pacific Islander. Football in the PAC 12 has a significantly high percentage of Native Hawaiian/Pacific Islander at 7.3% compared to the 1.3% of the entire nation, as well as 10% who identify as “Other” compared to 3.3% nation-wide. The PAC 12 also has a lower percentage of white student athletes in football, gymnastics, soccer, and golf. Since the content of the curriculum of the program deal with race, identity, and culture, it is important to be aware of the minorities that are prevalent in the conference.
III. Cultural Scan
What is the general culture of the organization and board?
The culture is fairly relaxed, the classroom culture is very laid back to help the athletes relax and get interested in the art. The class is meant to be relaxed and debunk the idea that art is stuffy.
What local cultural elements or social values encourage participation?
The success of athletics in general help the public get interested in the program. This, like stated in the economic scan will help donations, but will also help public attendance for viewing the exhibition, the opening reception, and outreach programs in the Moshofsky Center and Matthew Knight Arena.
What leisure trends influence the organization?
Sports and art are both leisure events, which at times seem to compete with each other. Because the two are working together the partnership builds up each other. People who go to the museum will see the athletes and be encouraged to support them in games, while people who go to the games will see the athletes and the outreach and be encouraged to go to the museum to see the work.
How has the organization responded to the technology culture?
The program has used TV as part of advertising, they did CBS sports interviews this past year and were aired on the PAC 12 network and ESPN. The program also uses Facebook events for the outreach programs and the opening reception of the exhibition.
- Other Environmental Elements
Political – internal and external factors
The only “political” aspect would be the University politics of spending lots of money on athletics instead of academics. The program could be taken in good light: funding the arts, or could be the item of criticism of encouraging athletic elitism and spending funds only on athletes instead of the entire student population. College athletes can be skepticized for getting “privileges” that normal students do not get.
International Market – if applicable
Not Applicable
Case Study Analysis Part II – SWOC Analysis
SWOC analysis (strengths, weaknesses, opportunities, challenges) of the organization’s cultural product, pricing strategies, product access (place), and promotional efforts:
| Strengths | Weaknesses | Opportunities | Challenges | |
| Cultural Product(s) | There are many donors looking to support athletics and this is a new way that they can do so. The program can also be related to self-expression, and in the future to be used for gang intervention/ prevention: this is something that school districts with at-risk youth also want to invest in. | Since the product is only contributing one group of people, specifically college athletes right now, there runs into the issue of people feeling as though athletes are “privileged” with these types of programs. |
Looking on opening up the demographics to high schools is a great opportunity because it allows expansion while still keeping in the theme and mission of the program. It allows the program then to be used as gang prevention and intervention as well since in many cases the high school athletes need help in this area and are at-risk. |
Finding a way to integrate this into the curriculum of high schools, it having to then be an afterschool activity how to get participation if not mandatory for students. Expanding to other colleges who might not have as strong of a connection with athletics and other academic departments or art institutions. |
| Pricing | The cost isn’t anything to students. | Unsure of how much curriculum can be sold for to schools. | As students become alumni of the program they can take on practicums and internships which can help expand the program. Many times this can be for free.
There are also a lot of organizations who have the funds, or grants that can be applied to help keep pricing free for students and the program as a whole. |
|
| Place (Access) | The University of Oregon and the Jordan Schnitzer have many contacts to help the program expand and to | Studio space in the Jaqua where the class is held is fairly small for the amount of students. | The location of the program in Eugene, being in the Pacific Northwest and in the PAC 12 division will help with expansion. Eugene being relatively close to Seattle helps with the expansion. | Although it is close, Seattle and California can be long distances to travel for the set up meetings for expansion. |
| Promotional Efforts | The Jordan Schnitzer Museum of Art has a marketing team to help with promotional aspects. There is also solid word of mouth promotion between athletes participating in the program. | JSMA Marketing team has many projects to try to focus efforts on throughout the year, priority may not be on Art of the Athlete. | The exposure on ESPN and PAC 12 network is helpful for the promotion on a national and regional level that the JSMA itself couldn’t provide internally. | Opportunities to get national exposure don’t come around very often. |
Works Cited:
“Admissions.” UO Facts. Accessed November 21, 2016. https://admissions.uoregon.edu/profile.html.
“Sport Sponsorship, Participation and Demographics Search.” Sport Sponsorship, Participation and Demographics Search. Accessed November 21, 2016. http://web1.ncaa.org/rgdSearch/exec/saSearch.
[1] “Sport Sponsorship, Participation and Demographics Search.”
[2] “Admissions.”
[3] “Sport Sponsorship, Participation and Demographics Search.”