From Nutella-infused treats at Tim Hortons to the historic alliance of Haunted Walks and Ottawa’s Jail Hostel on Nicholas Street, partnerships in business are everywhere. And the collaborative impulse makes sense.
The merging of unique skills, resources and experiences from different entrepreneurs allows businesses to design winning products and services. Just look at the success Apple has had by partnering tech geniuses with marketing masterminds.
But individuals from the arts industry are too often overlooked as potential partners by Business Improvement Areas and others in the corporate world. They shouldn’t be. Artists have a lot to offer and businesses should be welcomed more warmly as a partner in the arts.
From global art collectors to families out enjoying theatrical performances, the arts give companies an opportunity to engage with a whole new group of prospective clients.
Artist Kristina Corre emphasized this point when she told Centretown News recently that this year’s Chinatown Remixed Arts Festival brought new faces into the doors of small shops.
Blending arts and business can also enrich the lives of employees. Every year, the Houston, Texas, branch of the international law firm Baker Botts hosts a holiday event celebrating the company’s partnerships with local performing arts organizations. This exposes the company’s employees to the new perspectives, experiences and talents that art showcases, fuelling creativity and productivity.
Businesses influenced by artists can get their messages across in more innovative and engaging ways. For example, U.S. healthcare company Aetna recently partnered with the Atlanta-based Center for Puppetry Arts to create a play to promote healthy lifestyles for children and to prevent obesity.
Aetna official Cynthia Follmer said the characters created by the puppeteers were able to “reach and inspire children in ways that few others can.” The arts can be a powerful vehicle with which businesses can reach customers and advance company objectives.
What’s more, partnering with the arts is an opportunity to show corporate social responsibility by doing good things for the community. When organizations support the arts, they are investing in the wellbeing and enlightenment of society at large.
Artists are city builders. Through their works, they can help bridge the divide between individuals from different backgrounds by promoting empathy and understanding. Calgary playwright Ken Cameron, for example, attempted to do this by providing people with new insights on Syrian refugees through his audio-performance “How iRan: Three Plays for iPod.”
His show, which recently took place at the Ottawa Public Library’s main branch, captured different outlooks on what it’s like to be an immigrant in Canada. Embracing Cameron’s project allowed the OPL to show that libraries aren’t just about books.
With all of these payoffs, Centretown businesses and BIAs — and a wide range of other organizations — should be lining up to create long-term partnerships with the arts community.