Kellyn Lopes
A private sector partnership with the arts is creative outsourcing. It is an understanding that human development is inspired by changing cultural practices. It is a realization of the responsibility to organize and produce an effective community. It is a commitment to lead and serve vibrant neighborhoods that emphasize solidarity and forward-thinking.
In my hometown of the Napa Valley, California, the wine industry has saturated the economic landscape and cultivated an incredible hub for arts and culture: a cultural experience that pairs wine and food with art, music, and dance.
Festival del Sole at Darioush Winery in Napa, CA
For example, every summer since 2006, over 200 wineries and businesses in the Napa Valley partner to present the Festival del Sole: a 10 day festival of music, dance, and theater performances by world renowned artists, attracting over 10,000 attendees each season. The Napa Valley Film Festival, a nonprofit cultural organization, presents over 125 films each fall with the participation and sponsorship of local wineries, restaurants and hotels. Hall Winey in St. Helena hosts wine and art exploration tours of its property that encompass an impressive contemporary art collection. Imagery Estate Winery constantly partners with local artists for commissions of wine labels, tasting room art, and entertainment. Countless festivals throughout the valley feature local musicians and local artists’ exhibits, such as the Valley of the Moon Vintage Festival, which is almost entirely sponsored by local businesses.
Hall Winery, St. Helena, CA
Imagery Estate Winery, Photo by SF Gate
Arts and business partnerships function so naturally they are hardly recognized as powerful cross-sector collaborations.
The traditional private sector partnership is most likely thought of as corporate philanthropy, corporate sponsorship, and in-kind donations/volunteerism, but there are so many more creative ways for businesses to be involved. Business practices can be strengthened greatly through a focus on the arts and mutually beneficial partnerships.
A partnership with the arts includes:
- integrating the arts into corporate branding;
- supporting artists through visibility and outreach;
- incorporating arts practices into corporate culture to engage and reward employees;
- propelling a culturally diverse and creative community of employees, customers, and constituents;
- and contributing to a strong economy.
These kinds of arts and business partnerships are vital. Tourism, for example, is a major aspect of the community’s economic growth. In 2008, the Napa Valley received about 5 million travelers, generating over $1 billion dollars through wine tourism each year. How can businesses further utilize the arts to leverage cultural tourism?
What’s fascinating about the Napa Valley is the immense support of the arts from local businesses. Through my research, I’ve come to recognize the capacity at which local businesses are responsible for their communities. It’s not only about huge corporations driven by brand enhancements and tax deductions; it’s the shared belief that the arts promote true prosperity and encourage creativity, innovation, and civic engagement. The first steps are at the local level–anyone can become involved.
This year, I am thrilled to be a part of Americans for the Arts as an intern in the Private Sector Initiatives department. As I complete my graduate studies in arts administration at New York University, I am looking back at the arts influences throughout my life. I am immensely thankful for the strong private sector support that fuels my hometown’s creative culture and makes it a thriving arts community.
