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Art changes everything

Monday, March 6, 2006

Investing in art and culture is worth big bucks, with an indelible mark being made by organisations that already have the message.

AbaF’s Danica Bennett.

The sophistication of business arts partnerships is growing and there are grounds for optimism.

Company execs and employees can enhance their lives by supporting art.

Through the efforts of AbaF, culture is changing the way large companies reach out to their communities. It is like a slow-working miracle.

This is according to Queensland Manager of the Australia Business Arts Foundation (AbaF), Danica Bennett.

“Strong gains in corporate reputation, brand awareness and networking follow from business support for the arts,” she says.

AbaF was set up by the Commonwealth Government to increase private sector support for the arts, which it does through partnerships, volunteering and philanthropy. Mirvac’s Chief Executive – Queensland, Chris Freeman, is the Chairman of the Queensland Chapter of AbaF.

Many business people are getting the message. In fact, Brisbane Marketing Manager for Freehills Law Firm, Phillipa Houston, recommends that all business people have an art component in their work day.

But do we think art and culture when we think of Wesfarmers, Imperial Oil and Syncrude, Mirvac, Macquarie Bank, Siemens, Robert Bosch, Mobil and Chrysler?

No? Well the community is starting to do it and here are the reasons why.

Good business vibes from art

 Wesfarmers is viewed as a good corporate citizen and has achieved up to 95% approval ratings, largely due largely to its community activities, which have a significant arts involvement.

 Siemens builds value into its brand name by sponsoring cultural events that are held in high esteem by its target audience.

 WMC Resources has developed good relationships with native title claimants through a dedicated program of collecting and mapping distribution of Aboriginal songs, languages and stories.

 Telstra’s sponsorship of the Australian Ballet leads consumers to associate quality and sophistication with the Telstra brand name.

Not long ago 70% of the most popular social and environmental mutual funds finished top performers, indicating that responsible investing can lead to higher shareholder returns.

One company surveyed said its involvement in arts and culture adds half a point to its Price Earnings Ratio.

The investing and buying public appear to give top points for community responsibility, with 80% opting to buy from good corporate citizens (Angus Reid survey).

Good vibes generated by ENERGEX Brisbane Festival

Brand perception and reputation was enhanced by Robert Bosch partnering the Melbourne Symphony Orchestra, ENERGEX sponsoring ENERGEX Brisbane Festival, (see below for positive staff impact) IBM with the Aust Chamber Orchestra, Qantas with Opera Australia, and so on.

Art quadrupled in value

Landscape paintings by emerging Australian artists quadrupled in value after being hung by visual art supporter Macquarie Bank.

British Airways installed art in terminal walkways and passenger complaints on the walking distance dropped by 50%, plus it generated media coverage worth $200,000.

What follows from that? If you want to make staff and clients feel good about their company and generate a range of business benefits, then invest in culture.

Volunteering

Support doesn’t have to be in the form of cash – expert advice can be just as valuable. With this in mind, AbaF initiated a business arts volunteering program known as adviceBank. adviceBank places business advisers with arts organisation to work on short-term projects.

With the guidance of volunteer Scott Cobine, from the Bank of Queensland Human Resources department, the Queensland Ballet has reviewed its Human Resources policies and procedures and developed two reference guides: a Staff Policy Manual and an Employee Handbook. Over a five month period, Scott has provided over $15,000 worth of free advice to the Queensland Ballet. This was the first such adviceBank placement in Queensland.

Brisbane’s Lottie’s place came about through industry sponsorship.

Philanthropy

Artsupport Australia, a joint initiative of the Australia Business Arts Foundation and the Australia Council, aims to boost cultural philanthropy in Australia by facilitating donations to arts organisations and practitioners and developing greater community engagement with the arts.

Artsupport Australia assists the cultural sector, in particular small and medium arts organisations and individual artists, to better secure and manage philanthropic funding and encourages and helps donors to find and connect with artists and arts organisations..

Art outranks sport

We can confidently say that locals will notice the increase in art activity because according to the Australian Bureau of Statistics, approximately twice the number of Queenslanders attend art events that attend sports events each year.

It seems the average person is crazy about both art and sport but probably gets a skewed perception due to media sport saturation.

Furthermore Prime Minister John Howard is more arty than we probably think. He supports and speaks at the annual AbaF awards each year, held in either Sydney or Melbourne.

At state level, the Queensland Government is a major supporter of AbaF through Arts Queensland.

Art changes an event

Danica Bennett pointed out how the Olympics Opening Ceremony changed Australians’ perceptions of the arts.

“The Olympics opening, acclaimed worldwide, was not about people running around a track, it was art. Today we have expanded people’s understanding that art is not only the traditional forms of ballet and opera but includes street festivals, music, performing arts, literature, humanities, film and new media, community arts, Indigenous arts, museums, libraries and archives, visual arts and crafts, design and architecture, botanical gardens, and the CD’s we play.”

But arts organisations need assistance in approaching businesses to seek support. That is why AbaF has trained over 500 arts representatives in writing a business case at workshops over the past three years.

But what about corporate trends in supporting the arts?

Culture brings staff loyalty

Each year AbaF conducts a survey, Mapping the Marketplace, which measures the changing attitudes and practices of the organisations it works with. The survey indicates that organisations that work closely with AbaF are reporting significant increases in business support for the arts.

An artistic edge gives business a market advantage, a human resources edge due to staff loyalty, plus financial gains and it all contributes to the community.

“Through partnering, volunteering, and philanthropy, corporate citizens can contribute much to art and culture. AbaF works to build the capacity of both the arts and business sectors, rather than building dependency to ensure long term sustainability and a very competitive market,” Danica Bennett said.

For further information on AbaF, visit www.AbaF.org.au

Feedback

Diana James, Consultant with Energex:
” “Whatever else is happening in the world, the arts help transport us to a place of creativity, enjoyment and spirituality. My workplace recognises that and enables me to be regularly transported to that place. I am proud to work for an organisation that contributes to the communities in which it operates.”

Jo Thompson, Senior Public Affairs Consultant:

“Being a great supporter of the arts, I find it reassuring that my organisations art sponsorship has equal footing with sport and environmental causes.”

Melanie Edgar, Consultant:
“It’s reassuring to know that local talent is being supported and developed, and that the people of south-east Queensland are continuing to be exposed to world-class events at Brisbane ENERGEX Festival.”

(Sanderson Media's breezy writing style and great images can get your message out to the world) contact john@sanderson-media.com

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