Anthony Rhine

ACADEMIC AND PROFESSIONAL ENGAGEMENT ACTIVITIES

Dr. Anthony S. Rhine is Clinical Associate Professor in the Management Department at Pace University's Lubin School of Business, where he specializes in arts and entertainment management. With over two decades of experience in nonprofit arts leadership and more than 20 years in higher education, Dr. Rhine brings both scholarly expertise and practical insight to the field of arts administration.
Rhine earned his Ph.D. in Business Administration with a concentration in Organizational Leadership from Northcentral University, along with an M.A. and B.A. from California State University, San Bernardino. His professional background includes serving as Operations Director for Performance Riverside, Executive Director for Santa Barbara Civic Light Opera Association, and Director of the MFA in Non-Profits Arts Management for the Hilberry Theatre at Wayne State University. Prior to joining Pace University in 2021, he held faculty positions at Florida State University and Wayne State University, where he also served as Director of Marketing and Public Relations for Michigan's largest producing theatre.

Dr. Rhine's research focuses on leadership, marketing, and engagement in nonprofit arts organizations, with particular emphasis on how cultural institutions can better serve their communities. His work on authentic leadership in nonprofit arts organizations has been widely cited, examining how leadership practices influence organizational outcomes in areas such as fundraising, volunteer retention, and community engagement. He has also conducted significant research on arts audience development, exploring topics including subscription models, programming schedules, and youth arts participation as a foundation for lifelong audience engagement.
His scholarly contributions include numerous peer-reviewed publications in leading journals such as The Journal of Arts Management, Law, and Society and Arts and the Market. Rhine's research on authentic leadership in strategic planning and his examination of perceptions of stakeholders in nonprofit arts organizations have become foundational texts in the field.

Rhine is a prolific author whose books have shaped arts management pedagogy. His publications include Theatre Management: Arts Leadership for the 21st Century (Bloomsbury, 2017), Marketing the Arts: An Introduction (Rowman & Littlefield, 2020), and How to Market the Arts: A Practical Approach for the 21st Century (Oxford University Press, 2022, co-authored with Jay Pension). His most recent co-edited volume, Business Issues in the Arts (Routledge, 2023, with Jay Pension), brings together leading academics to address critical business issues facing nonprofit arts organizations.

Rhine is currently working on several major projects that will further advance the field. He is writing a monograph for Cambridge University Press titled The Engagement Economy, which develops his groundbreaking theoretical framework that reimagines how nonprofit arts organizations create value through community engagement rather than traditional marketing approaches. He is also editing two volumes for Routledge that will provide comprehensive resources for arts administrators and scholars.
His concept of "The Engagement Edge" represents a paradigm shift in how arts organizations approach their relationships with audiences and communities. This framework proposes that traditional marketing's "four Ps" (Product, Price, Place, Promotion) should be reconceived as Experience, Ease of Access, Environment, and Empowerment to better serve the mission-driven nature of nonprofit arts organizations.
In addition to his primary appointment at Pace University, Rhine serves as Adjunct Professor in Performing Arts Administration at New York University and Associate Professor (Adjunct) in Arts Administration at the University of Kentucky. He is a certified trainer for HRDQ's Supervising with Confidence program and has received consistent recognition for teaching excellence throughout his career.

Rhine's work has been featured in publications such as American Theatre, where he has explored topics ranging from measuring theatre's intrinsic value to reimagining subscription models for the 21st century. His research continues to influence both academic discourse and practical approaches to arts management, bridging the gap between theory and practice in ways that serve the vital cultural missions of nonprofit arts organizations.

SELECTED CONTRIBUTIONS & PUBLICATIONS

Rhine, A.S., Pension, J. (2021). The MFA in Theater Management and the MBA: A Replicative Study of Perspectives of Decision-Makers at Theaters in the United States. . 51(6), 351-364. Read More >>

Rhine, A.S. (2018). Theatre Management Macmillan Education UK.

Rhine, A.S., Murnin, P.M. (2018). Day, duration, and start time: are the arts providing what their audiences require?. . 8(1), 19-29. Read More >>

Rhine, A.S. (2018). A qualitative look at authentic leadership in nonprofit arts organizational outcomes. American Journal of Arts Management. 6(1), 1--26.

Rhine, A.S. (2017). Performing arts subscription payment models: From the traditional, annual charge to a monthly, recurring model. American Journal of Arts Management. 1--23.

Rhine, A.S. (2020). Marketing the Arts: An Introduction Rowman \& Littlefield Publishers. Read More >>