Business + Arts Equals Good Creative Partners

There is much potential for the arts to capitalise on the benefits they offer business, according to a new survey of corporate decision makers.

Corporates don't want the arts to compete with sports for sponsorships and they seek out arts partnerships which offer a distinctive way to look at the world and promote excellence, to reward staff and encourage tolerance.

The corporate views are revealed in Arts and business: partnerships that work, a new report jointly published by the Australia Business Arts Foundation (AbaF) and the Australia Council for the Arts.

The survey asked business leaders from 36 major companies for their views on sponsorship and partnership relationships with the arts.

Jane Haley, CEO of AbaF says they have an annual survey of the arts to find out how much support the sector receives from business, but AbaF wanted to hear voices from the business side, to gain deeper insights into the business perspective – what benefits do they perceive in supporting the arts?

She says the survey discovered that many corporates want to connect their brand with creativity, to motivate and encourage their staff, and to demonstrate their contribution to the community.

Kathy Keele, CEO of the Australia Council says business and arts partnerships are a key area of interest as well-designed relationships can unlock considerable value for both parties and Partnerships that work shows that business understands this – they’re embracing the creativity and passion of the Australian arts, and that provides a real opportunity for arts organisations.

Keele says the research however also reinforces that that opportunity must be approached strategically.

She says there must be a fit between an arts organisation and a business for a partnership to work and arts organisations need to look at themselves and ask what it is that they can offer. How could it fit with a business and which business will it fit with?

The research also highlights reasons behind businesses not investing in the arts.

AbaF's Jane Haley says they were interested to know why some businesses do not support the arts and found that many of the businesses who don’t can still see the unique opportunities for them in the arts.

So, she says, there is real potential to convert some to arts supporters.

AbaF and the Australia Council says they will use the findings to strengthen the capacity of arts and business across Australia to connect more creatively.

The report, which was conducted by Repucom International for the Australia Council and AbaF, can be downloaded from www.abaf.org.au.