McGuire Entrepreneurship at Work Venture Team Profile: Team Santiago

Liz Warren-Pederson, Eller College of Management
March 13, 2013

Two doctoral students in the UA's McGuire Entrepreneurship Program – Kevin Chau and Juan Gonzales – started off working with a third team member on a venture that didn’t stand up to feasibility tests.

So they pivoted.

“My research interest is in contemporary music and audience experience,” said Chau, who is studying piano performance. “Juan has always been a big fan of classical music and is a frequent concert-goer. We brainstormed a couple ideas from our respective expertise until we decided on making a new version of program notes with team mentor Jim Jindrick's input.”

The concept? Multimedia program notes designed to enhance the classical music concert experience and connect audiences more deeply to the musical repertoire. The team's idea is to replace printed program notes by granting ticket holders access to the multimedia content upon purchasing a ticket.

The duo produced a prototype for UApresents and its March 5th Academy of St. Martin in the Fields concert.

Chau and Gonzales, of the UA agricultural and biosystems engineering program, do not see their program notes platform as accessible during performances, during which time it could be distracting to other patrons.

As part of their research, both have talked extensively with regional performing arts groups, including UApresents, the Tucson Symphony Orchestra and the Phoenix Symphony Orchestra.

The venture is still very much in formational stages. “There is nothing exactly like what we are doing out there,” Chau said. “Although everyone sees the value in it, no one is sure what price they would pay to utilize it. We are hoping we will find an answer to this question via our prototype.”

Read the full article, "McGuire Entrepreneurship at Work Venture Team Profile: Team Santiago," on the UA Eller College of Management's website.


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