Every year in the Canadian Sponsorship Landscape Study, the arts hold a lower position in the hierarchy of where sponsorship dollars go. Studies such as those produced by Sponsorium show that, everywhere else in the world, the arts rank higher… much higher.
I believe this can change in Canada. In our recent discussions in the marketplace and understanding the playing field, we see that several arts organizations are opening their eyes to the opportunities. Many are truly beginning to understand that there is a difference between philanthropy, underwriting, and true sponsorship marketing. They are grasping the concept that sponsorship marketing is a business transaction and they have to give up some assets or value in exchange for money. It is no different than a hockey club, municipality, or radio/TV station marketing sales.
It is as though there is new energy in the arts community-a new lifeline, and a group of people who are thinking outside the box and shifting the paradigm. They are showing the naysayers that, when they put together a true sponsorship marketing agreement, both parties benefit. This new era for the arts is exciting. It is as vibrant as the stages, canvases, and studios that the performers deliver on.
This June in Edmonton, the city will host the Culture Days National Conference which will showcase, in my mind, the new era of arts and culture in Canada. Beyond the lecture halls, I truly believe that cultural and arts events that showcase our talent-from the Edmonton Fringe Festival to Festival to Voyager, from The Shaw Festival to the Vancouver International Film Festival, from the Rotary Arts Centre in Kelowna to the stage at Blyth Arts Festival, from The Royal Manitoba Theatre Centre and The Royal Winnipeg Ballet right to the stages at UNB in Fredericton. Many of those mentioned are clients of ours where we are witnessing the transformation and the others are ones that we believe will see the future for their bottom lines.
The arts, be it stage, music, culture, film, voice, pottery, painting, or otherwise, hold so many assets within their organizations and sectors. Those assets have value. The content inclusion, the audiences, the benefactors, the experiences-these are all waiting to be explored and supported. If the sector continues to spread its wings, it truly has a chance to soar to new heights in revenue development opportunities. This is critical. Unless the many arts organizations that rely heavily on declining government funding seek alternate revenue channels such as corporate sponsorship, they will find it hard to survive. It will be those that are adaptable to change and see the future that will continue to grow and thrive, allowing the arts to continue enriching our communities.
These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments below. Thank you for reading and your feedback.
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