Concert Strategy, Operations, and Campus Engagement for a Non-Profit
Situation:
Although the venue is technically equipped and centrally located, awareness among students has remained low and attendance at past events has been inconsistent. Student staff often lack formal training, turnover is high, and organizational memory resets each semester. The university wanted to create a structured annual concert series to highlight student talent and reestablish the venue as a hub for performing arts. The team collaborated with the client to create a research driven approach for operations, marketing, and sustainability.
Challenge:
The venue faced three major challenges. First, students were unfamiliar with the theater and often perceived it as a space reserved for specific groups. This limited audience turnout and reduced campus engagement. Second, technical operations were dependent on a small number of trained individuals, which created staffing bottlenecks. Third, the venue lacked consistent processes for talent recruitment, marketing campaigns, and partnerships. Without standardized systems and clear documentation, each semester required rebuilding knowledge from scratch. The team’s role was to address these gaps and establish a sustainable model for programming and engagement.
Approach:
The project began with discovery research that included surveys of student staff, analysis of venue technical specifications, and review of current workflows. Based on these insights, the team developed a comprehensive Staff Training Manual and Event Operations Playbook to clarify procedures for lighting, sound, safety, setup, and run of show logistics. Shadowing opportunities were encouraged to strengthen hands-on learning. These tools were created to reduce disruptions caused by turnover and to build internal capacity for consistent event execution.
To improve visibility, the team conducted a campus awareness survey and analyzed past Student Centers events to understand attendance patterns and promotional gaps. They also benchmarked successful concert programs at peer universities. Using this research, the team created a Marketing Campaign Calendar with templates for social media, emails, and printed materials. Partnerships with student organizations were recommended to expand outreach and incorporate co branded promotions. These steps were designed to establish the venue as an accessible, welcoming performance space for the broader student body.
To support a recurring annual concert, the team designed a Talent Recruitment Process Guide outlining audition logistics and selection criteria. Research on other university concert models helped inform best practices for structuring the event. A Partnership Outreach Strategy was created to support collaboration with campus groups and external partners. Additionally, the team proposed a Concert Committee Internship Program to ensure continuity in planning, operations, and promotion each year.
Across all prongs, the team used a research first approach, combining surveys, benchmarking, and historical data analysis to produce recommendations grounded in student needs and operational realities.
Impact:
The venue received a complete toolkit for organizing concerts, training staff, and expanding campus engagement. The new training manual and operations playbook established clear processes that reduced confusion and improved consistency in technical production. The marketing calendar and awareness insights gave the team structured methods for promoting events and reaching a wider audience. The talent recruitment guide and partnership strategy created a foundation for a recurring concert tradition that showcases student creativity and strengthens community involvement. Together, these resources improved internal coordination, increased visibility, and provided long term systems that support a stronger performing arts identity on campus.
Team Breakdown
Team Lead: Lydia May
Strategist: Raya Poredi
Strategist: Zoya Bhargava
Strategist: Caroline Huntress
Strategist: Lauren Smyth
Title: Vanderbilt Student Centers
Relevant Background Information
Business Type: Non-Profit
Industry: Student Services
Location: Nashville, TN
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