The first week of September marks the 20-year anniversary of a simple idea -- that as communities invest in the arts and culture, the success of their projects lies in understanding the whole endeavor: the people, buildings, infrastructure and resources that are essential to achieve their goals. AMS Planning & Research was founded to serve that idea.

In the late 1980's, America's arts and culture sector was, in many ways, coming of age. Leadership in our cities, state capitals and in Washington, DC, began to realize the many benefits of investing in the arts and culture and the return in terms of economic and civic vitality. We began to learn more about how the arts and culture benefits individuals as well - how it feeds our curiosity, broadens our horizons, helps us learn, builds bridges to neighbors at home and around the world, and allows each of us to find a place, sometimes a private one, sometimes a quite public one, to express ourselves.

At AMS, we have been privileged to have a front row seat to the coming of age of the arts and culture sector in America. When AMS first started, we had simple goals. If communities were going to invest significantly in arts and culture initiatives, they would need the most complete information available in order to make the best possible choices. More and more leaders realized the risk inherent in the notion that ''if you build it they will come,'' so they sought out knowledge to make better decisions and to be successful.

Along the way we learned that the most successful projects had five common attributes:

1. They had a clear and compelling vision. One that was easy to understand, simple to communicate, and desirable to support.
2. They had outstanding leadership. Community leaders who brought together civic goals, philanthropy and necessary management skills to guide complex projects and inspire others.
3. They had access to resources; people, political capital and money. And they knew how to leverage their resources. By expanding the argument that investments in arts and culture returned tangible and intangible dividends, they drove forward.
4. They had patience. Often a new idea, whether to form a new theater company or build an arts center, needs time to gather momentum. Leaders recognized the commitment for the long haul, staying committed to a successful outcome possibly years in the future.
5. They had partners. Just as we learned ''it takes a village to raise a child,'' we learned that the chance for success increases when individuals and organizations come together in pursuit of a shared goal.

Applying these five keys to success to our work, we have been fortunate to see literally billions of dollars worth of new arts facilities invested across North America and to see literally hundreds of producers, presenters and exhibitors, some growing, some new, bring their work to larger, broader and more engaged audiences.

Along the way, we were privileged to work with many of the most talented professionals and committed volunteers that our communities have to offer. It would be impossible to recognize all the people with whom we have worked, so we offer a simple thank you instead. To all our clients who have invited us to work with them to make their communities better places, thank you. To all our professional partners who have brought their best thinking to the table to help develop the unique solutions called for in the many different communities across the country and beyond where we have been fortunate to work, thank you.

And most importantly, to those who joined us in this adventure here at AMS, thank you. We have been lucky that so many truly talented people have wanted to make working at AMS some part of their journey. Our team has grown and changed over twenty years, but one thing has been consistent; the commitment to making our communities better places to live. Whether you see an ''AMSer'' on one of our consulting assignments or meet them working back in the field, we are pleased to have been a part of their experience and are better for having shared time with them.

As we enter our third decade of service and as the arts and culture sector engages the twenty-first century, we know that we will have to reconsider how we do business, who our audiences are, how we deliver our work, and how we develop resources. As we reflected about how arts organizations might be successful in the future, we recalled a simple idea that we learned early on. There seem to be just three simple rules: ''invite, welcome and retain.'' Don't assume that prospective visitors, audiences and patrons will come to your door; invite them to join you in your adventure. Welcome them to your world by sharing insight and access; feed their curiosity and engage their intellect. And work hard to retain them by growing alongside them. Learn who they are, ask questions, respond; show that you care that they took the time to join you. Look back at the most successful arts and cultural endeavors of the past twenty years and we truly believe that you will find these characteristics common to them all.

There are those that speculate that the not-for-profit arts and culture sector is threatened in a globalizing, connected yet fractured, technology-driven world, and that arts and culture are seen as a frill and not worthy of investment. This will only be the case if we do not change with the times. There is already clear evidence that successful communities put the arts and culture at the center of their next evolution.

Going forward, we only need to be willing to change and grow alongside of our communities. To that end, we invite you to join us in an important conversation. Later this year, AMS will launch ''NEXT!'' a virtual convening to explore key issues about the future of the arts and culture sector. We'll start by asking both recognized and emerging leaders to share their thoughts about where we are headed and how best to succeed. We will post these thoughts on the networks section of our new website (www.ams-online.com) and then invite everyone who is interested to join the conversation. Look for a future issue of our eJournal Insights for details on this important conversation.

The future will not be an easy ride -- there are no silver bullets, no ''right way'' to go, so we need to continue to ask questions. The AMS team, with your support, will be right there alongside, helping to explore, to learn, to test and to study; working together in pursuit of success. Thank you once again for that opportunity.

If you would like to add your own thoughts, please add a comment to this post.

Wishing you all much success in the future,

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