ISPM

Case 2 NJHF

Kriti Gaba

1. Mr. Rutlands project is to establish a National Jazz Hall of Fame (NJHF) in Charlottesville,
VA. The project initially started out as a means to save the Paramount Theatre, however it
became more focused on the NJHF soon. The overall goal of NJHF project was to establish
and maintain a museum, archives and concert center in Charlottesville to sponsor jazz
festivals, scholarships, and to promote activities remembering great jazz artists, serving
jazz enthusiasts, and educating the public on the importance of jazz in American culture
and history. I believe the mission of the project since the founding of NJHF was consistent,
yet the approach to achieve the objectives has probably changed with the establishment
of a Jazz Hall of Fame in Harlem as the pressure of competition forced Mr. Rutland to focus
his efforts, and moving in that direction he is attaining new information about the publics
preferences to devise a more focused strategy for his project.

2. Stakeholders in this project include: Mr. Robert Rutland (the founder of NJHF), The Board
of Directors of NJHF, Founding Sponsors of NJHF, The Consultant Hired by Mr. Rutland, The
City of Charlottesville, Virginia Office of Tourism, Western Virginia Visitors Center, Other
Tourist Attractions in or near Charlottesville, National Association of Jazz Educators, The
Jazz Community, Jazz Composers, Artists, Fans. Competition includes CBS Records &
Harlem YMCAs joint venture, including members of its committee. Other American Hall of
Fames.

3. Out of all the skills mentioned, I believe that credibility and leadership skills would
prove to be most valuable for the success of NJHF. Further, team building, communication
and persuasion skills are the specific skills in a broader leadership skills category that are
critical here. People need to believe that Mr. Rutland has the enthusiasm and ability

to direct jazz into the right direction and this belief comes with the c redibility.
Leadership skills are important as well because Mr. Rutland has to be able to keep
the board and existing stakeholders motivated, woo the potential investors as he
attempts to successfully lead the project.
4. Mr. Rutland is a history professor at the University of Virginia, Charlottesville. He has
enough credibility as when he first came up with the idea of establishing NJHF, many
others were convinced and supported him. However, there is no evidence in the case of
him as a leader. He has not set specific goals along with timelines for the project and the
board members do not have a clear understanding regarding overcoming the obstacles

ISPM

Case 2 NJHF

Kriti Gaba

coming in the project. But the efforts Mr. Rutland is putting seem to be a good start. I
believe, he is on the right path of gaining the skills of a leader as the project goes on. He
needs the communication and persuasion skills more than anything, his passion for the
Jazz culture will help him in ensuring the national recognition of NJHF.
5. One of the major culture relevant to NJHF project is the music culture specially the Jazz
and its ties to the American history and culture; and arts culture. Other includes jazz
artists, fans and history enthusiasts as well. The project environment is very slow paced as
there are no definitive time lines set. I would say that the project is still in its inception
stage as far as working on the national recognition of NJHF is concerned. Mr. Rutland and
the board of direction are yet to identify the necessities of success. One of projects chief
concern is to raise sufficient funds in order to take concrete actions for achieving the goals
which may be one of the reason for slowing down the project in first place.
6a. Budget: acquiring adequate resources Mr. Rutland should continue ways to
fundraise capital by organizing free shows, networking with more and more jazz
enthusiasts and gain their support.
Philanthropic organizations: organize jazz events reviving the ties of jazz with American
culture in order to appeal passionate side of the various organizations and thus generating
donations from them.
Governmental agencies: Seek government financial support for the restoration of
Paramount theatre and for the help in funding music education.
Donations: Organize more fundraising shows, seek support and donations from jazz
enthusiasts and from The National Association of Jazz Educators by offering them
involvement and say in the project.
Memberships: Enroll members with an apt amount of donation that they are willing to
pay and provide exclusive incentives/benefits to the members to keep them loyal and
interested.
Visitors: Market using social and other media, send out flyers throughout the town
especially major tourists places around Charlottesville, VA; and transport means can be
provided at minimal rate to commute from those tourist places; promote meet and greets
with prominent jazz artists.
b. Budget: expenditures (consider Paramount theatre) - Since Board of Directors of
NJHF already discovered that they would need at least $600,000 to save the Paramount,

ISPM

Case 2 NJHF

Kriti Gaba

an amount too large for them, so they should seek financial support from government and
community, given that it is a local landmark and of some historical importance.
c. Performance: services/activities to offer Organize jazz events to bring all the
music enthusiasts together; arrange performances to local venues and schools
d. Competition Appeal to the competitions support side by offering/seeking
opportunities to merge with already established jazz hall of fame in order to achieve the
common goals collectively.
e. Schedule: deadlines, windows, milestones Mr. Rutland should define milestones
for the project first, and set a definitive timeline for each milestone with detailed
descriptions; form teams and assign persons and budget to a set of tasks and then seek
weekly/monthly reports on the progress.