The Rise of the Individual Patron or,

What Being Able to Measure the Experience of Art

Does to the Making of Art

Clayton Lord, Theatre Bay Area

It's about things that happen before Dorothy. And so it kind of like gives explanation about the Tin Man and the Lion and the Scarecrow. And then it shows how the Wicked Witch of the West became wicked. And then it showed how Galinda and the Wicked Witch of the West were like friends but then…it just showed that. And then it showed how the monkey became flying. They were just regular monkeys, first. Yeah.

The experience was just amazing. The emotional impact…it's bringing tears to my eyes right now. You would just walk out of there like, ‘Wow.’ You got...bam. You got hit like that.

Aesthetic Growth

Captivation

Emotional ResonanceIntellectual Stimulation

Social Bridging/Bonding

1.0

3.0

5.0

Steve Jobs - Staff vs. Audience

Steve Jobs Steve Jobs - Staff

Aesthetic Growth

Captivation

Emotional ResonanceIntellectual Stimulation

Social Bridging/Bonding

1.0

3.0

5.0

Booty Candy - Staff vs. Audience

Booty Candy - Staff Booty Candy

Aesthetic Growth

Captivation

Emotional ResonanceIntellectual Stimulation

Social Bridging/Bonding

1.0

3.0

5.0

Booty Candy - Staff vs. AudienceBooty Candy - Staff Booty Candy

Booty Candy

Booty Candy

Aesthetic Growth

Captivation

Emotional ResonanceIntellectual Stimulation

Social Bridging/Bonding

1.0

3.0

5.0

Steve Jobs - Staff vs. AudienceSteve Jobs Steve Jobs - Staff

The Agony and Ecstasy of Steve Jobs

The Agony and Ecstasy of Steve Jobs

So what does this mean for arbiters of the art?

• Articulating artistic goals• Translating artistic success

to mission fulfillment• New methods of

showing/measuring impact

impact

memoryreturn

• theatrebayarea.org/intrinsicimpact• clay@theatrebayarea.org