For centuries arts and business have been intertwined. In the modern environment there are even more opportunities for small and medium enterprises to flex their creative muscle and engage with the arts

From the 13th to 17th Century, the Medici's, a prosperous Florentine banking family, spurred on the Italian Renaissance through their power and influence. Through the generations, they were patrons to the likes of Michelangelo, Donatello, and Fra Angelico, and without their financial savvy, the world might never have seen the Boboli Gardens, the Church of San Lorenzo, the Uffizi Gallery, or its scads of masterpieces. Along the way the family also produced several rulers of Florence, a number of French and English royals, and three popes. Not a bad portfolio.

Now, chances are you're not a 17th Century Italian banker, a pope, or the First Grand Duke of Tuscany. Never fear. For an increasing number of SMEs and corporations, there are more opportunities to get involved with the arts today than you could shake a sceptre at.

Business partnering with arts organisations isn't just about garnering good publicity. Sure, associating yourself with a symphony orchestra or theatre can boost your brand identity. What business wouldn't want to be seen as sophisticated, culturally active, and engaged with the community? But even if you don't use those complimentary tickets to opening night, think about who's filling the aisles: your customers, both present and potential.

"A lot of people think the arts are elitist," says Jane Chambers, Regional Director of Arts & Business South East. "What businesses may not understand is that the arts are a way of reaching the community and a business market."

Are the arts elitist? According to Arts & Business, a national and regional organisation that promotes partnerships between businesses and arts organisations, 87% of the population are consumers of the arts. More Britons go to the theatre than watch football. Jane points to DMH Stallard, a Brighton-based law firm, as a case study. In 1998, the Brighton Festival approached DMH Stallard about holding an art exhibition on the ground floor of their office. The response from the community was so positive the firm decided to open its own gallery.

"The character of the firm was changing," says DMH Stallard Marketing Manager Bridget Cooper. "We were going from a high street concern to a regional and national firm. The gallery helps us differentiate ourselves from our local competition." Gallery 100 largely showcases the work of local artists and is open to the public Monday-Friday. The gallery is currently showing an exhibition of contemporary art by local artists including recent graduates from Brighton University. The exhibition includes paintings by Karina Joseph and Robin Clare, photography by Elizabeth White, jewellery and accessories by Lou Taylor and Tori Atkinson and automata by Jonathan Allman.

WHAT BUSINESS WOULDN'T WANT TO BE SEEN AS SOPHISTICATED, CULTURALLY ACTIVE, AND ENGAGED WITH THE COMMUNITY?
One area in which Arts & Business has had much success is mentoring. The organisation matches business skills with arts' needs and facilitates interaction between business executives and the directors of arts groups. James Garrett, Business Manager with Beam Global Distribution UK, recently mentored Mairead Turner, Chief Executive of South East Dance. Says James: "The main skills that the business partner brings to mentoring are listening, questioning, and pattern-recognition. There's benefit in simply having someone from outside who the arts director can work through ideas with, before unleashing them on the organisation!"

"INVOLVEMENT WITH THE ARTS IS ANOTHER WAY OF PUTTING YOUR NAME IN FRONT OF THE PUBLIC CONTINUOUSLY AND OVER A LONG PERIOD OF TIME."
The partnership between Beam Global and South East Dance helped Mairead reshape the organisation and clarify its vision. "James's mentoring has been invaluable," says Mairead. "His input has helped us examine, critique, and improve our working methods and benchmark ourselves as an organisation."

"Mentoring is a part of any good manager's role," continues James. "A business's involvement with an arts organisation has the potential to be as rewarding as any properly thought through association."

Mentoring can be an intriguing way for executives to "cross-train" for their own offices. It can also help businesses meet the increasingly important aspects of corporate social responsibility, and even open up new career options for all parties involved.

Arts and business partnerships also work from the bottom up as a method for team building and motivating staff. DMH Stallard has a social committee and an arts club, and the curator of Gallery 100, June Frickleton, gives talks and leads staff trips to the Tate Modern and the National Gallery.

"The arts are a tool for developing both personally and professionally," says Jane Chambers. "Businesses need highly-skilled employees who can think laterally and problem solve, and arts can help people bring new dynamics to the workplace."

Artists also bring their unique skills and knowledge to businesses in the form of workshops and training sessions. A group of actors might visit an office to help with public speaking or guide staff in writing and performing a theatre piece addressing a business' particular concerns and problems. DMH Stallard invited Carnival Collective, a local samba group, to its annual general meeting for a drumming workshop. Says Bridget, "Our workshops help shape our sense of identity as a firm - that we're one organisation working together. You have a managing partner drumming next to someone from accounts or a legal assistant. It's everyone learning together. And it's fun."

These workshops also offer artists and arts organisations opportunities to sell their skills. In the UK, the public purse for arts funding is, unfortunately, limited. Private investment is becoming increasingly important compliment. A key function of Arts & Business is to help artists explore a broad range of support options. Selling creative training is yet another aspect in the evolving relationship between the arts and business.

It goes without saying that collaboration between arts and business benefits the community as a whole. New and already prospering arts organisations, cultural institutions and buildings, and public art works are rightly perceived as signs of renewal. Who doesn't want to live and work in a culturally vital area? Your employees will be proud to work for a company that does its part. And this isn't even mentioning what a boon the arts are for education.

Sure, we may not be Medici's, but there are loads of ways to get involved and start a renaissance for your business.


Article by Lewis Boast, first published in the September 2006 edition of Business Edge.