Perceiving Gaps in the Cultural Market

Learning Outcome:

This game offers opportunity for arts entrepreneurship students to gain new insight into Perceiving Gapsperceived gaps (perceived opportunity) in the cultural markets of their communities. This can also be thought of as an “Outside/in” approach to niche creation.

Ask yourself the following:

1. Look to your own community and assess what is being offered in way of cultural offerings. Considering your medium of artistry or field of interest, what exists and who are the players? Who is considered to be competing in the field?

2. Ask, “What is missing?” Example:
Many large communities have a Shakespeare Festival. Does yours? If not, are you interested in building one? Is there an audience that would support it?

3. Look to surrounding communities, perhaps on a state level, and ask what they have that your community does not. Are there successful cultural offerings that could serve as inspiration for something new in your own community?

5. Look nationally. Is there a community that is most suited for your arts entrepreneurship vision? Are customers there? Consider moving to that location or how you can provide value to this audience through remote channels.

Tips: By perceiving gaps, one can potentially create a niche. Creating a niche can potentially be profitable.

If you would like to use these games in your own classroom, please do! If you do, let me know how how it goes and if you have suggestions for modifying a game. 

I can be reached at 

Creative Commons License
Perceiving Gaps in the Cultural Market by James David Hart is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


About James Hart

Jim Hart currently serves as Interim Chair of Arts Management and Arts Entrepreneurship & Director of Arts Entrepreneurship at Southern Methodist University, Meadows School of the Arts. Hart is also the founder of The International Theatre Academy Norway.
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