Arts & Humanities

Suzan Jenkins, CEO
Arts & Humanities Council of Montgomery County

For the advantage that will send us soaring above the competition. Innovation— the power to imagine and create—is at the root of such an advantage. Great sibility is a new service, product or work of art. To gain the competitive advantage in this challenging economic climate, it is critical for businesses to cultivate a collision of innovative ideas. Terry McGraw of McGraw-Hill Companies posits that “Creativity is the heart of innovation.” The arts and culture industry is creative, entrepreneurial, agile and customer-oriented.

By fostering alliances with arts and culture, savvy businesses leaders can deepen brand loyalty, expand their customer base, and craft a competitive edge that cuts through the clutter and enhances viability.

We've all seen how creative partnerships spur market innovation and create value. Take U2 and the iPod, Starbucks and music, or Alvin Ailey and American Express as a few of the most preeminent examples of innovative partnerships. The arts and culture already have a long history of fueling the economy; now is the time for businesses to leverage the arts and culture to help interpret what they do in fresh new ways.

Why? Our Audiences Spend: Arts and culture are magnets for tourists, and tourism research repeatedly demonstrates that cultural tourists stay longer and spend more. Arts and culture audiences multiply their impact by adding event-related spending from restaurants, hotels, retail stores, and other local businesses, that pumps vital revenue into the economy. In 2005, Montgomery County’s cultural customers spent a grand total of $65.4 million on goods and services related to cultural experiences. That means, in addition to purchasing a ticket for a night at Round House Theater or afternoon performance at Strathmore, customers spent an average of $52 over the price of the ticket on everything from parking to babysitting to souvenirs to meals; over $27 million was spent on meals and snacks alone! These statistics demonstrate that cultural customers generate valuable commerce for local merchants.

As you review your business plan, focus on your core audience and seek that sweet spot that will be your bread and butter. Now is the time to leverage this valuable consumer to enhance your business. By collaborating with the arts and culture you can unleash your creative potential and increase the opportunities to deepen value and widen pros- Suzan Jenkins perity. The possibilities are endless.