Performing arts centers (PACs) located on college and university campuses have an opportunity to play an important role in serving and connecting the academic and surrounding community. While these venues play a valuable role in many college campuses around the country, there is very limited exploration into the mechanisms and strategies used by these venues to achieve their goals. This research project examines the history and evolution of performing arts presenters in higher education, explores the many types of collegiate PACs around the country, and investigates the business models used by one type of collegiate PACs, large public universities located in college towns, to achieve their missions. This research investigated how these venues navigate serving two distinct communities and aimed to create a foundation of literature for future investigation into collegiate PACs.
