November 17, 2009; Monterey, CA; The Monterey Jazz Festival, a leader in jazz education and presentation since 1958, and the Monterey Institute of International Studies, a leader in international graduate education and an active Monterey Jazz Festival supporter, are pleased to announce a new joint project, launching the two local iconic institutions into their sixth year of successful partnerships. In the past, MJF and MIIS have worked together on projects ranging from audience surveys to entrepreneurial concepts, from economic impact reports to ideas for marketing the Festival’s logo merchandise.
This new study seeks community input to determine why Monterey Jazz Festival audiences don’t include a larger percentage from the local community (as a general rule, approximately 80 percent of the Festival’s audience comes from outside Monterey County). The study was developed to determine the habits, wants, and concerns of the residents of the Monterey Peninsula, especially in regard to their attending the Festival.
“We have witnessed an increase in local attendance over the past two years,” commented MJF Marketing Director Paul S. Fingerote, who has served as the Festival’s liaison with the Monterey Institute for each of the joint projects. “While we’re pleased to see more locals attend, we want to reach out to those who haven’t attended the Monterey Jazz Festival to see what we can do to help share this wonderful event with them.”
The survey, created and implemented by Monterey Institute Professor Dr. Fredric Kropp and his international MBA students as part of a graduate entrepreneurship course, will poll Monterey Peninsula residents on their awareness of the Festival and their attitudes. “Our goal is to gain a better understanding of the barriers that are keeping more Monterey Peninsula residents from enjoying all that the Jazz festival has to offer,” noted Dr. Kropp, a professor of entrepreneurship, creativity, and innovation specializing in market research and marketing strategy. “The project is synergistic in the sense that it provides critical knowledge to the Festival while also enhancing students’ learning experience at the Institute.”
Underscoring the importance of these projects, Fingerote added “it has not only been an immense pleasure working with our partners at MIIS, it has been extremely beneficial to the future of the Monterey Jazz Festival. MIIS students have always come up with great ideas, and the Monterey Jazz Festival has always put the ideas to work. These are real projects and we’re getting real results from our partnership with MIIS.”
In addition to Monterey Institute students conducting one-on-one, in-person interviews, the survey will also be available online at montereyjazzfestival.org, with a link to the survey on the Festival’s home page. The Festival is also making the survey available via a link on MJF’s Facebook page.
About The Monterey Institute of International Studies
The Monterey Institute of International Studies is at the forefront of international professional education, preparing students for global careers in the private, public, nonprofit and educational sectors. A private graduate institution located in Monterey, California and affiliated with Middlebury College, the Institute offers degree programs in international business, translation and interpretation, international policy studies and language teaching. The Institute’s approximately 800 students come from more than 50 countries. For more information about the Monterey Institute, visit www.miis.edu.
About the Monterey Jazz Festival
The Monterey Jazz Festival, founded in 1958, is a nonprofit organization and is dedicated to perpetuating the uniquely American form of music known as jazz by producing performances that celebrate the legacy and expand the boundaries of jazz; and by presenting year-round local, regional, national, and international jazz education programs. These hands-on, cutting-edge educational components include the Traveling Clinician and Latin Jazz Programs, with professional musicians visiting Monterey County schools to teach students how to play and improvise in jazz and Latin styles; the Artist-In-Residence Program, which brings a leading jazz performer to work with students throughout the year; the MJF Summer Jazz Camp, the MJF Instrument and Sheet Music Library, the MJF Digital Music Education Project, the Next Generation Festival, the Monterey County High School All-Star Band, the MJF Middle School Honor Band and MJF Vocal Jazz Ensemble, and the Next Generation Jazz Orchestra.