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Business support for festivals is important to them and some evidence of its vulnerability was drawn from statistics wowing its fluctuation in recent years. The study takes into account that academic research identifies different categories of support such as sponsorship, corporate social responsibility (ISRC), corporate philanthropy (COP), cause related marketing (CRM) and corporate community involvement (CLC) and explores whether these present any practical considerations to arts festivals in seeking support. The research methodology is qualitative.

In depth interviews were undertaken with six arts festivals and twelve businesses. The findings presented follow a linear form: statement of problem, a review of the iterate, explanation of the methodology used, presentation of data and, finally, analysis and conclusion. The study concludes arts festivals continue to have good potential for attracting business support. Amongst their strengths is the variety of activities festivals are able to offer that meet a range of business objectives described by the literature of sponsorship, ISRC, COP, CRM and CLC.

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However it proposes a continuum as a model of business support for festivals, as a more helpful conceptual tool than emerges from the blurred and overlapping conceptualizations inherent in the literature. EPIDERMAL. COM print and send PDF files as Emails with any application, ad- sponsored and free of charge whom. Epidermal. Com ACKNOWLEDGEMENTS am extremely grateful to all those people in festivals and businesses who gave their time generously by allowing me to interview them.

A report by Allen and Shaw (2000) for the British Association of Arts Festivals (BAA) identified 305 festivals ‘in which the arts are the primary activity. The report quotes MOOR research undertaken for the Arts Council of England in May 2000 that found that 21% of the population participated in festivals and carnivals in 2000. Allen and Shaw research found that the total expenditure of 1 01 festivals for 1 998/99 was EYE. 4 million. Applying a methodology used by the US Department of Commerce, they estimated the economic impact Of these festivals direct spending as EYE.

Million and the number of jobs created in the economy as 1200. The area being examined in this dissertation is deliberately described as ‘business support in order to include a variety of ways in which businesses support arts festivals. I will use the term ‘business support’ generically when not dealing with the specific categories that are described later. Both business and arts festivals generally refer to the most visible form Of business support as ‘sponsorship’. Sponsorship, however, is seen by academics in the field to have characteristics that differentiate it from other types of support.

Sponsorship is a considerable element in the financing of sport and also now can be seen as providing finance for activities as diverse as television programmers and education. These types of sponsorship also can be seen to have characteristics that are quite different from sponsorship of arts festivals. On occasions where it is not clear that the word ‘sponsorship’ s being used in a specific sense it will appear in single inverted commas and within direct quotations it will be italicized.

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