ABSTRACT
This chapter presents three case studies, namely City of Culture: the story of Hull; San Francisco Museum of Modern Art (SFMOMA): Opening a major new cultural space; and War Horse: an international theatre experience. An early artistic success was the Sea of Hull art project created by Spencer Tunick, known for large-scale installations featuring crowds of nudes. Given the success of SFMOMA in using social media to communicate with its highly connected West Coast market, these kinds of negative reviews had a significant impact in the early months of the new enterprise. Even though War Horse is supported with magnificent music and design both on the stage and in the puppets, it's an experience that takes place in the space between the performers and the audience, and in the shared desire of those two groups to make something special happen.
