Operating Support Grant

In 2022, as the Edge reopened, the need to evaluate advertising outlets became evident. New virtual options are available and old print outlets have closed. Twelve people responsible for marketing analyzed 10 categories: cost, tracking, number of views, age of viewers, disadvantages and whether we have volunteers able to create possible formats. Using that discussion, when the programming is fully revived, an "advertising blitz" will be used with surveys of our audiences to obtain needed information. We still want to analyze the demographic that we don't currently reach. Although professional accounting is a substantial expense, there is no doubt that we need the monthly reports, payroll service and tax preparation. In order to learn how we can assess our financial stability, the board invited Amanda Dick, our CPA, to educate us. She instructed us that keeping an eye on having a 3-6 month reserve is key to decision making, and said that in 2022 the Edge is in good financial shape. Art programming evaluation differs from office expenditures or marketing. The form of evaluation is decided, once a desired outcome is projected. We use objective and subjective assessment tools. Our objective evaluations include attendance figures, as well as surveying audiences for zip codes, preferences, or where they saw/heard advertising. We find that audiences do not respond well to too much objective evaluation. In 2019, the cast and crew were given hand-out evaluations to determine the efficacy of great costumes on the broad, presentational acting style used in Arturo Ui. Other times it has been useful to put sticky notes on an enlarged paper spreadsheet to evaluate reactions to a demonstration or exhibit. Subjective evaluations include direct interaction between audiences and performers in post-performance Q and A's, such as we used at the plays Wit or Arturo Ui. Facebook feedback shows how many people see or respond on our page. It is always interesting to see which events get shared the most.?Our favorite method however, in this small town, is one-on-one talking to, and eavesdropping on, people at events or exhibits, in stores, banks, or gas stations. At the grocery store, the day after an "Arturo Ui" performance, an acquaintance questioned an actor about the meaning of the projected images of dictators near the end of the play, leading to a discussion about its current relevance. And, we always start board meetings with stories we've heard about the Edge. The Edge Center, located in Bigfork, Mn - population 444, with about 8000 residents living in outlying areas. It is an hour away from other arts organizations, so programming at the Edge provides accessible art experiences close to home. The Ordway's 2015 Sally Award for Arts Access was presented to the Edge Center in June, 2015. This prestigious award, inspired by the Legacy Amendment and its impact on enhancing access to the arts statewide, recognizes extraordinary efforts to engage a broader and more diverse audience in the arts, or to deepen the involvement that Minnesota citizens have with the arts. The Sally Award is an enormous honor that the Ordway has bestowed on the Edge Center. It says that a stellar arts organization in the Twin Cities thinks that we are remarkable! And, that we have been remarkable for over 18 years! Each year we strive to broaden audiences by introducing new artists and art forms planned to appeal to a wide range of constituents in this rural area, The economic and age categories and life experiences of our audiences are varied and the art experiences they appreciate vary as well. The plays presented annually at the Edge by Stages Theatre of Hopkins are mainly for children. The EdgeWild musicals are family oriented while the "edgy" productions are aimed at an adult audience. Retired pop culture professor, Jack Nachbar, shows and analyzes classic movies including Westerns, musicals, comedy and thrillers. The Gallery exhibits new and traditional art styles. W