Customer Experience

The business benefits of arts sponsorship

Anneli Knight
Smarter Writer

Anneli Knight is a journalist, writer and academic with a background in law and finance. She lives in Byron Bay

Anneli Knight
Smarter Writer

Anneli Knight is a journalist, writer and academic with a background in law and finance. She lives in Byron Bay

If you could make one investment that had these three outcomes – motivate and inspire staff, spread the word to new networks about your brand and stimulate creativity within the office – would you take it?

The Australia Council statistics state that 19 out of 20 Australians engage with the arts, 85 per cent of Australians think that the arts make for a richer and more meaningful life and 48 per cent of Australians make art.

There can be huge benefits for business to align themselves with arts organisations and reap the rewards of positive association.

Byron Bay Film Festival

Artistic Byron Bay Is Also A Business Hub

Cameron Arnold is the owner and director of Apartments Inn, a popular holiday apartment letting business in the coastal town of Byron Bay.

Cameron is a strong believer in the benefits of supporting arts events and organisations, and over the years has sponsored the Byron Bay Writers Festival, the Byron Bay International Film Festival and TEDxByronBay.

There are clear bottom line benefits to his business with increased bookings directly and indirectly through this sponsorship, and it also helps raise the profile of his business to a wide network of locals and visitors from across the country.

But it goes way beyond that. “Mainly it is to support the event in succeeding,” Cameron says. It’s also great for staff engagement, with many people on his team able to enjoy free tickets to events and have a chance to meet the visiting celebrities.

How To Hook-Up Your Business With An Arts Event

Fiona Menzies is CEO of Creative Partnerships Australia, a government-supported organisation that exists to increase business, philanthropic and social investment in Australian creative and cultural sectors.

Fiona says there are many ways that businesses can sponsor arts events and organisations.

“Businesses can support the arts in a range of ways – through in-kind support, volunteering, matched workplace giving, event sponsorships and longer-term partnerships,” says Fiona.

“Whatever form of support you’re considering, it’s important to find the right fit and for both parties to be clear about their expectations and objectives for the partnership.

”Often a business may be interested in supporting an organisation or event in some way, but might not be sure how to go about it, and the best way can be to simply ask them.

“Take a look around your local community to see what arts activities are happening and get in touch with them directly,” suggests Fiona.

Alternatively, there are ways to become involved via Creative Partnerships Australia, with a range of opportunities to be matched with an arts organisation to offer services as a business mentor or coach, or be matched with a sponsorship opportunity that align with your interests and the goals of your business.

Five wins your business will gain from supporting the arts
  1. The limelight. Your business will be in the spotlight. The business will experience: brand enhancement; reach new audiences and convey your message in compelling ways.
  2. Staff satisfaction. Your employees will love it – everyone wants to live, work and play in a vibrant community.
  3. Your local community. Your business is contributing to cultural fabric and the economy of your surroundings.
  4. Business creativity. Collaborating with the creative sector can stimulate creativity within your business.
  5. It’s tax deductible For arts organisations listed on the Register of Cultural Organisations.

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