The economics lesson began shortly after 10 a.m. on a recent weekday morning. I had only spoken by phone to my instructor: Frisch's Restaurants Vice President of Marketing Karen Maier. In that call she explained her credentials matter-of-factly. She's not an arts expert. She considers herself an arts patron. She believes in the important impact the arts make on the quality of our lives. Proof of that passion can be found in Frisch's 26 years of support of The Cincinnati Ballet's production of The Nutcracker. She is also helping out with the Big Pig Gig. More importantly, Maier is a devout marketer. I came to Frisch's Walnut Hills offices prepared for a campus flashback -- paper, pencils and a series of questions. I was ready to be educated.
Our meeting came about after Maier read an ArtsBeat column in which I lamented that there weren't more members of the local business community at CCM's Oct. 22 symposium, The Arts: An Urban Business Strategy. The pro-arts message, Maier said, must be pitched like a winning business proposition.
"I believe in what we call radio station WIIF," Maier said. "'What's in it for me?' The arts need to approach businesses telling them that."
Her lesson plan is simple: There is more potential money in business marketing budgets than from corporate donation dollars. So I sit back and watch Maier create do her marketing riff. She's speculating on funding partners for a new Contemporary Arts Center (CAC).
"When I think of contemporary art," she says, "I think something new, young, different, exciting. I think new technologies, hi-tech, the new Internet companies along Main Street. You have to match yourself with a business that shares your vision." It's invigorating to watch. Maier's voice raises with excitement. Her hands gesture emphatically. It's economics as Jazz, and Maier is on a roll.
Local arts and business leaders share common goals. Both want a revitalized downtown. They want greater diversity within the city. They want a healthy economic climate. The key is for all parties to be on the same page.
Maier has more advice for Cincinnati arts administrators: Culture does not need to be holier than thou, and corporate sponsorship does not muddy the arts. Make the arts less elitist, more business-minded.
Imagine Music Hall with a stronger sense of marketing. Consider the potential partnerships with a renovated Emery Theatre. In Maier's hands, imagine that the funding for the future CAC would be completed by now.
"I believe in the arts because it does nourish the soul," says Andi Ferguson, the CAC's director of marketing. "But I also believe it's important to realize that the arts is an efficient way for a marketer to capture a specific audience and do so in a wonderful environment."
Such undertakings will require corporate partnerships. The arts need to convince corporate citizens such as Chiquita, Cintas and Toyota that they represent a sound investment of marketing dollars. There should be no limits. Use your imagination. A corporate name above a museum door? Maier sees no problem.
I left Frisch's conference room with some newfound, funding optimism. I felt as if someone had just shared the secret behind successful partnerships between the arts and the business community. Walking past plaques and posters that illustrate Frisch's community support, I felt as if a more comprehensive business/arts collaboration was viable. The business community looked a little less evil to me. Already out the door, I had additional questions. If only Maier and her peer marketers would offer seminars to arts administrators.
My greatest admiration still goes to that anonymous donor, that true charity who simply wants to do good. But in the real world, marketing dollars may provide the necessary funding. There will come a time when local arts need to create a sales pitch.
Maybe that time is now.
