Measuring The Full Value of Your Festivals and Partnerships
Kassie Hilgert, President & CEO, ArtsQuest
Lesa Ukman, Founder, ProSocial Valuation Service
“Festivals can no longer afford quiet confidence about social impact. They must be able to analyze and report on it with the same rigor they use measure financial return.” - Lesa Ukman
IFEA World welcomes back Kassie Hilgert, who heads ArtsQuest
, the award-winning nonprofit which uses arts and culture for community development and Lesa Ukman, whose ProSocial Valuation Service
is transforming the way organizations measure value. Sponsorship icon and founder of IEG, Lesa is a 2000 IFEA Hall of Fame Inductee.
In 1995, Bethlehem Steel shuttered the last blast furnace in its eponymous hometown in 1995, leaving behind the very real possibility of Bethlehem’s demise. But today the City is thriving. And, ArtsQuest, the organization behind Bethlehem Musikfest, helmed the reinvention. It built year-round centers for visual and performing arts that draws 1.8M visitors, brings programming to senior centers that improves health and provides after-school programs that increase student graduation rates.
Traditionally, ArtsQuest has measured its value by economic impact. But this overlooks the “public goods” ArtsQuest creates such as community attachment and social wellbeing as well as the powerful contributions of ArtsQuest’s smaller events, which create measurable value such as accelerating the integration of new immigrants into the community. And, economic impact studies don’t account for the value created by sponsors which activate festival partnerships with social good overlays.
Lesa and Kassie will share the broader prosocial framework of value used to quantify the community, civic and human capital created by ArtsQuest and its partners and how ArtsQuest is using the ProSocial Valuation to tap new sources of revenue.