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Five Year Strategic Plan 2021 - 2026

Board of Directors Ed Linehan - President George McLain - Vice President Debbie Silver - Secretary Peter Anderson - Treasurer Louise Coogan Mark Gruder Prince Knight Don Levine Carlos Pagan Peg Pluto Nancy Roucher Taylor Wald Lenore Walsh Dave Walrath Bob Weitz

The publication of the Five Year Strategic Plan was made possible by the generous support of the following donors: Elizabeth Moore George and Janet Allgair Eric and Judith Mower Lancelot and Patricia Disley Rosemary Heller James Reid Joyce Rosenthal Martha Velez

Cover: Luca Stein Jazz Club of Sarasota Scholarship Recipient University of Miami, Frost School of Music

A Vision of the Future On Thursday March 12, 2020 the Jazz Club of Sarasota cancelled all planned performances for the first time in its forty year history. What we had hoped would be a short pause in programing has now continued for fifteen months due to the persistence of the Covid-19 pandemic.

While this period has contained many challenges it has also presented an unanticipated opportunity. The time to think and talk about the long-term future of the Jazz Club without the normal operational demands of managing events each week. This Five Year Strategic Plan is the product of that opportunity. Jazz Club members and others familiar with the club’s history and organization will find much continuity between the past and the plan’s goals for the future. To a great extent it articulates a renewed dedication to the Jazz Club’s core mission of preserving and promoting jazz. The plan also sets forth a series of measurable goals and seeks to begin a new management model. The plan contained here should be viewed as a living document. One that will provide focus and guidance for action, while remaining flexible in response to new challenges and changing conditions. It is expected that each year the plan will be reviewed and revised as a normal part of the Jazz Club’s commitment to continuous improvement.

We invite you to join us in this effort,

Ed Linehan President

Mission The Jazz Club of Sarasota is dedicated to preserving and promoting jazz, America’s original musical art form.

Vision To secure the future of jazz in the Sarasota community by developing and engaging an ever growing and more diverse audience of jazz enthusiasts.

What we do: Legacy: Since 1980 we have celebrated classic and modern jazz forms in the greater Sarasota area by bringing together and developing a community of jazz enthusiasts. Education: We support and directly provide jazz education, and promote the importance of jazz and musical arts education in our schools and other community organizations through advocacy, educational programming, mentoring, student performance and scholarships. Performance: We produce and support year-round live jazz performances by local, national and international jazz artists, including our annual signature event, the Sarasota Jazz Festival.

La Lucha: Mark Feinman John O’Leary Alejandro Arenas

A Brief History of the Jazz Club of Sarasota* By Nancy Roucher The Jazz Club of Sarasota began as the brainstorm of Hal Davis, who retired to Sarasota in 1978 with his wife Evelyn. Hal was president of a Manhattan advertising agency and began his P.R. career in the publicity department of CBS. He handled top talent like the big bands of the era and managed Benny Goodman’s tours of Asia, Europe and the Soviet Union. When he came to Sarasota, he saw that there was an orchestra, opera and theatre…but something was missing – JAZZ! So he and Evelyn invited people over to listen to music in their Pelican Cove apartment – and that’s how it started! Soon the jazz fans overflowed the Davis living room, their condo meeting room and eventually a bank community room. And The Jazz Club of Sarasota was born. In 1980 the new club’s first concert was held in Holley Hall, featuring Bucky Pizzarelli, a good friend and one of the world’s best-known jazz guitarists. Bucky brought his 16-year-old son, John and they launched the new club before an audience of 280 people. Today John is a leading guitarist and vocalist in demand all over the world. By 1981, The Club was ready for something bigger, and the first three-day festival was presented in May as the Sarasota Jazz Festival Hall of Fame Jazz Stars at Holley Hall. The Festival host was Jerry Jerome, a Sarasota resident, who played tenor saxophone with Glenn Miller, Red Norvo and Benny Goodman. Performers were Billy Butterfield, PeeWee Erwin, Al Grey, Bob Haggart, Dick Hyman, Don Lamond, Jack Lesberg, George Masso, Red Norvo, Flip Philips, Bucky Pizzarelli, Bobby Rosengarden, Derek Smith, Buddy Tate, Warren Vache and Bob Wilber. These musicians returned to perform many times over the years. The second Festival in 1982 was dedicated to the memory of Louis Armstrong and attended by his widow, Lucille. The third Festival in 1983 honored the memory of Eubie Blake and moved to the larger Van Wezel Performing Arts Hall. By this time, membership exceeded 850 people and The Club added a newsletter and Jazz On The Water. As President, Hal Davis led the board and guided the growth of The Club, which became one of the founding members of the American Federation of Jazz Societies. In 1984, the fourth Festival was dedicated to Benny Goodman, the fifth Festival in 1985 celebrated Milt Hinton and other side men and the sixth Festival saluted rhythm sections. In these early years the musicians stayed at The Colony, a famous Sarasota resort, which became part of the fun both musicians (and locals) enjoyed. continued on page 6

*This article was written for the 2020 Sarasota Jazz Festival Program 4

What we plan to achieve over the next five years: ★ Membership will grow from 400 to 2,500 members. ★ Annual Attendance at Jazz Club Events will increase by 20% each year. ★ The Annual Jazz Festival will grow to 5,000 attendees. ★ Newsletter distribution will increase to 5,000 recipients. ★ Jazz Performances will be scheduled throughout the entire year. ★ Students participating in Jazz Youth Programs will expand 20% each year. ★ The Scholarship Program will grow to $40,000 annual support. ★ The Jazz Club will expand opportunities for Suncoast area musicians. ★ All Board Members will be involved in fundraising activities. ★ The annual budget will grow from $400,000 to one million dollars. ★ Corporate Sponsorship and Grants will increase to $200,000. ★ Individual Giving will increase to $100,000.

★ Ticket Pricing will not significantly increase. ★ Leadership and Management positions will be instituted. ★ A Building Plan with both office and performance space will be developed.

Ken Peplowski

Mary Stallings

A Brief History of the Jazz Club of Sarasota continued As The Jazz Club became an established organization, it opened an office in the Sarasota Opera House and became a founding member of the Sarasota County Arts Council. Hal Davis was the first president. Jazz Jams were added on Saturday afternoons. The seventh Festival in 1987 brought back John Pizzarelli to perform with many longestablished jazz stars. The Club created the Satchmo Award, named for Louis Armstrong, to honor a person (or persons) for significant contributions to Jazz. Frank Eliscu, Heisman trophy sculptor, designed the unique trophy. The first one was presented to George Wein, creator of the famous Newport Jazz Festival. In 1988, 22 musicians honored five jazz innovators - Armstrong, Basie, Ellington, Goodman, and Tatum - by playing their music. The Club presented the first Jazz in the Park at Island Park. The tenth Festival in 1990, a tribute to “The Amazing Dick Hyman,” presented five concerts under Hyman’s direction. New programming was added: Monthly concerts, Inside Jazz, (a lecture series), Jazz at Noon, and a program at the Boys & Girls Club. Membership was now at 1,000. Jerry Roucher who had worked closely with Hal, as vice president since moving to Sarasota in 1986, became president and Hal retired. Here the story takes a sad turn. Three weeks after his retirement, Hal died suddenly. Jerry, who had run the Central Illinois Jazz Festival, was president for the next 10 years, and expanded The Club’s programming and community profile. The Festival expanded to five nights at the Van Wezel and the monthly Sunday night concerts became a staple featuring some of the biggest names in jazz. Membership reached 2,500 people. The number of Festival musicians expanded as well, ranging from 16 in the beginning to 100 in 1997. The scholarship program was begun to benefit students who wanted to pursue jazz as a career. Festival performers conducted school residency programs, and a local notable, John LaPorta, a Berklee College professor, conducted the Riverview High School Jazz Ensemble. In 1997 jazz went to school with the creation of Jazzlinks: Jazz Connects to History, a 5th grade curriculum combining social studies and music through an initial grant from The Venice Foundation (now the Gulf Coast Community Foundation). This project has morphed into a program for 11th grade students in collaboration with Westcoast Black Theatre Troupe. continued on page 8

Organizing for Growth and Change: The fifteen outcomes listed above are both ambitious and achievable. While they are each discrete and measurable, they are also highly interrelated and to a great extent dependent upon each other. For the purpose of developing a beginning action plan they have been organized under five broad Goals:

Infrastructure Resources Membership / Audience Performances / Events Youth / Musician Programs A specific outcome may be included in more than one goal area.

The action plan for each goal is presented on the following pages. The plans include a rationale for the goal; the specific outcomes they intend to effect; a brief summary of the most recent available data; and priority strategies. The plans are intended to provide focus and guidance, and as such do not include a detailed timeline of activities. The Jazz Club’s Board of Directors are critical to the success of the Five Year Strategic Plan in three ways: initial approval of the plan; direct involvement in the activities within each goal area; and annual review of progress and approval of mid-course adjustments.

Houston Person

A Brief History of the Jazz Club of Sarasota continued In 1998 the Jazz Caravan by Trolley was added to the Festival Week lineup and in 1999, the closing of the Van Wezel for renovation put performances at the Sarasota Opera House and in a circus tent for the Festival. The tent inspired a creative twist, featuring Dick Hyman, playing jazz on an historic calliope borrowed from the Ringling Museum’s Circus Collection. During this decade programming expanded to Jazz at the Libraries featuring music at all the libraries in Sarasota and Manatee Counties. Other programs included classes, films and lectures, featuring such notables as Jerry Wexler, founder of Atlantic Records, who produced Aretha Franklin, Ray Charles and many others and was a Jazz Club member. Although the basis for The Club’s musical offerings is Straight-Ahead Jazz, The Club has presented a range of music that includes traditional, swing, Bebop, Blues, Latin and Smooth jazz in various settings. Performers have been Nicolas Payton, Dr. Billy Taylor, Bradford Marsalis, Monty Alexander, Pete Fountain, Cleo Laine, Marian McPartland, Andre’ Previn, Ramsey Lewis, Diana Krall, Gerry Mulligan, George Shearing, Dave Brubeck, Pacquito D. Rivera, Rosemary Clooney, Keely Smith, Arturo Sandoval, Lionel Hampton, Chris Botti, Kenny G, Down to the Bone, The Rippingtons, Tito Puente, Tommy Newsome and Patti Austin. Jerry Roucher retired as president in 2000 and Bobby Prince took over. Leadership passed to Jack Windt, Wes Bearden, Gordon Garrett, Bill Beckman, Dave Walrath, Peg Pluto and Ed Linehan, each making a unique contribution. In 2002, Jazz Club board member Jim Lamboy originated Jazz at Two, now one of The Club’s most popular offerings. Gordon Garrett established a connection to The Jazz Cruise, expanding members’ opportunities to hear jazz greats and benefitting The Club’s finances. Dave Walrath initiated monthly jazz at The Farmer’s Market. Among Peg Pluto’s achievements, in addition to being the first woman president of The Club, were “Jazz and Art,” in collaboration with Art Center Sarasota and added a fall Jazz Trolley. Ed Linehan created the Monday Night Cabaret and is continuing to solidify The Club’s infrastructure and infusing new ideas. The Jazz Club of Sarasota is one of the largest and most active jazz organizations in the United States. Its membership more than doubled in the past year and it continues to add new events and philanthropic activities that encourage the future of jazz… the original American musical art form.

Goal 1: Develop the necessary infrastructure to support expanded programming and engagement. Rationale: Volunteer leadership has brought the Jazz Club to its current level of success. This has been supported by a part-time administrative assistant and a small number of paid support staff. To grow the organization’s resources and impact, a significant investment must be made in strengthening the Jazz Club’s infrastructure.

Projected Outcomes: ★ The annual budget will grow from $400,000 to one million dollars. ★ Leadership and Management positions will be instituted. ★ A Building Plan with both office & performance space will be developed.

Background Data: During the 2019-2020 fiscal year the Jazz Club’s operating budget was approximately $400,000. There was one paid employee who worked in the office three days per week. The club also paid for a variety of services including public relations, grant writing, bookkeeping, graphic design, payroll, and tax preparation. These personnel costs totaled a little over $51,000. All performance and event spaces were rented as needed for approximately $41,000.

Priority Strategies: 2021–2022 Seek capacity-building funding to support infrastructure goals. 2021-2023 Annual Fund Raising Goals established. 2021-2023 Expand collaborations with other arts organizations, non-profits, businesses and government agencies. 2021-2022 Establish a full-time Office Manager position. 2022-2023 Establish a part-time Executive Director, Financial Development Coordinator and Program Development Coordinator.

2023-2024 Expand Executive Director to Full-Time. 2023-2024 Begin Building Planning Process

Annual Scholarship Fund Goals

Goal 2: Expand and Diversify funding streams to support the Jazz Club’s programming and engagement goals. Rationale: The Jazz Club of Sarasota was one of the largest in the country with more than 2,500 members. Many of the biggest names in jazz performed at club events, including in some years a week long festival held at the Van Wezel Performing Arts Hall. In recent years membership had dwindled to about 400 and the festival was being held in a high school performing arts facility. The average age of members and attendees was in their early 70s. Over the past three years we have learned that investing in more attractive venues and expanding the scope of jazz performers and styles has had a positive impact on membership and event attendance. The Jazz Club must significantly expand our available resources to be to take full advantage of these valuable lessons learned.

Projected Outcomes: ★ The annual budget will grow from $400,000 to one million dollars.

★ Corporate Sponsorship and Grants will increase to $200,000. ★ Individual Giving will increase to $100,000. ★ Membership will grow from 400 to 2,500 members. ★ Jazz Performances will be scheduled throughout the entire year. ★ Attendance at Jazz Club Events will increase by 20% each year. ★ The Scholarship Program will grow to $40,000 annual support. ★ All Board Members will be involved in fundraising activities.

Background Data: During the 2019-2020 revenue was generated as follows: Ticket Sales $163,000; Memberships $39,000; Sponsorships $36,000; Grants $26,000; Scholarship Fund $21,000; $11,000 other.

Priority Strategies: 2021-2022 Begin to expand the quantity and quality of Jazz Club events. 2021-2022 Expand the annual Jazz Club Festival. 2021-2022 Expand Jazz Club membership by 500. 2022-2023 Establish part-time Financial Development Coordinator position. 11

Annual Membership Goals

Goal 3: Expand Membership and Cultivate New Jazz Audiences. Rationale: The core strength of any organization is in many ways a direct reflection of the size of its membership and how committed they are to the organization’s mission and how engaged they are in the organization’s events and programs. A dramatic expansion of the Jazz Club’s membership is essential to secure its long term sustainability. It will provide a much broader foundation of membership dues, donations and audience base for performances.

Projected Outcomes: ★ Membership will grow from 400 to 2,500 members. (At least 25% of new members will be less than 60 years old.)

Background Data: November 2018 - 438 Members / 1,000 Members Campaign Initiated March 2020

- 960 Members / Covid 19 Pandemic Forces Shutdown

June 2021

- 400 Members / Membership Dwindled During Shutdown

Priority Strategies: 2021-2022 900 Member Goal by August 2022 2022-2026 Average 400 additional Members by August of each subsequent year 2021-2022 New Online Member Management System Implemented 2021-2022 Design New Membership Development Program that - targets arts, civic and business groups - establishes new member discount rates & student rates - enhances member benefits - integrates the membership and donor programs 2021-2026 Target younger audiences using contemporary jazz artists & forms; 2021-2026 Target audiences interested in Latin, swing and other dance formats;

2021-2022 Develop a comprehensive Media Outreach Plan that targets print and broadcast media and expands use of social media platforms.

Performances and Events Sarasota Jazz Festival

Giving Hunger The Blues Charity Festival

Main Stage Events Jazz Party Theme Stages

Late Night Jazz Jam

Jazz in the Park Trolley Pub Crawl

Discovery Road Series

Jazz Film & Mini concert

Sarasota Art Museum Series

Jazz At Two Series

Scholarship Fund Concerts

Monday Night Jazz Cabaret Series

Birth of the Cool Concert Nathan Benderson Park Partnership

Joy of Jazz Series Jazz on the Water Cruises

Trolley Pub Crawl High School Band Competition

Goal 4: Expand and Diversify the array of Performances and Events. Rationale: Though jazz is appreciated world-wide as an American art form, Americans are not exposed to it regularly. Expanding programming to include a more diverse array of jazz forms and formats will enhance the Jazz Club’s ability to reach new audiences, generate ticket sales and expand membership.

Projected Outcomes: ★ Annual Attendance at Jazz Club Events will increase by 20% each year. ★ The Annual Jazz Festival will grow to 5,000 attendees. ★ Jazz Performances will be scheduled throughout the entire year.

Background Data: The Monday Night Jazz Cabaret is the most recent new series produced by the Jazz Club. It has enjoyed 20 consecutive sellout performances including: - five summer performances in June, July and August - four performances featuring Latin music - three performances lead by young Black bandleaders

Average profit per performance has been $1,600; That is $32,000 for the series. The selection of The Manhattan Transfer for the 2020 Jazz Festival lead to the first major sellout performance in recent years. 700+ Tickets Sold.

Priority Strategies: 2021-2022 Initiate a new series showcasing student and other young musicians and marketed to include younger audiences. 2021-2022 Produce the Giving Hunger The Blues Benefit Festival 2021-2022 Develop a Multi-Year Plan for introducing new Jazz Club performances and events. The plan will also explore collaborations with other arts organizations. 2022-2023 Establish part-time Program Development Coordinator position. 2022-2026 Implement the Multi-Year Plan.

Youth and Musician Programs Scholarship Program

Scholarship Fund Concerts

Graduating High School Seniors

Discovery Road Series

Continuing College Students

Reduced Rate Jazz Club Student Membership

Jazz At Two Scholarship Recipient Performance

Database of Area Musicians

High School Jazz Band Competition Jazzlinks High School Program Series Reduced Rate Jazz Club Musician Membership Weekly E-Blast of Musician Performances Suncoast Jazz Happenings

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Goal 5: Expanded Youth and Musician Programs. Rationale: This goal directly reflect “What we do.” We support and directly provide jazz education, and promote the importance of jazz and musical arts education in our schools and other community organizations through advocacy, educational programming, mentoring, student performance and scholarships. We produce and support year-round live jazz performances by local, national and international jazz artists

Projected Outcomes: ★ Students participating in Jazz Youth Programs will expand 20% each year. ★ The Scholarship Program will grow to $40,000 annual support. ★ Expand support and opportunities for Suncoast area musicians.

Background Data: The Jazz Club collaboration with Westcoast Black Theatre Troupe continues to thrive by supporting jazz education and live performances in Sarasota and Manatee schools. For many years the Scholarship Program has raised funds to support higher education scholarships.

In 2019 the Jazz Club reinstated the High School Jazz Band Competition The 2019 Jazz Festival introduced the “Jazz Party” event that featured eight local bands in four different themes: Blues, Classic, Latin and Modern. In 2020 the Suncoast Jazz Happenings Facebook page created to feature performances by local musicians. Currently 202 members.

Priority Strategies: 2021-2022 Initiate a new series showcasing student and other young musicians and marketed to include younger audiences. 2021-2022 Introduce a Musician Database on the Jazz club website 2021-2022 Develop a Multi-Year Plan for introducing new Jazz Club performances and events. The plan will also explore collaborations with other arts organizations. 2022-2023 Hire Part-time Financial Development Coordinator and Program Development Coordinator. 2022-2026 Implement the Multi-Year Plan. 17

The Jazz Club of Sarasota, Inc. 330 S. Pineapple Ave #111 Sarasota, Florida 34236 941-260-9951 Jazzclubsarasota.org

The Jazz Club of Sarasota is a 501(c)(3) Nonprofit Organization