arts & business council

MetLife Foundation National Arts Forums Series

Arts & Business Council of Greater Boston
Boston, Massachusetts

Leadership: New Frameworks for the Changing Face of America
10/02/2008

Moderator: Celeste Wilson, Executive Director, Arts & Business Council of Greater Boston

Presentation by Patricia Martin author of RenGen: Renaissance Generation: The Rise of the Cultural Consumer and What it Means for your Business

Panelists:

• Betsy Levine, Vice President, Strategy, Hill Holliday
• Dan Salera, Principal, Salera Consulting
• Jason Schupabach, Creative Economy Industry Director, Massachusetts Office of Business Development

Patricia Martin opened the forum with a presentation supporting the theories of her book RenGen: Renaissance Generation – The Rise of the Cultural Consumer and What It Means to Your Business. She spoke to a room of arts and business leaders from the greater Boston area.

She addressed the current economic challenges and the renaissance, suggesting ideas on what organizations and businesses can do to address these challenges. She believes markets need to step away from traditional demographics and focus on psychographics which define people based on interests and behavioral patterns.

She stressed that arts and cultural organizations are in the position to become catalysts for innovation in the business community. An example of this is open rehearsals for the Pacific Northwest Ballet. Attending rehearsals cost $5 per ticket and dancers receive critiques. A software company was intrigued with the process and decided to sponsor the rehearsals. He had his employees attend so they could learn how to accept critique. Patricia stated that it is time for arts organizations and businesses to experiment to find what works for them.

Following Patricia’s presentation, the floor was open to a Q&A discussion between the panelists and audience members. Topics ranged from RenGen hires to consumer input and brand loyalty.

Patricia spoke of the need for collaboration between arts and business. However, these partnerships need to be mutually beneficial. For example, the Longwood Symphony Orchestra (LSO), made up primarily of medical and healthcare professionals, had success while performing in London. The orchestra was given the opportunity to hear medical lectures by day and perform benefit concerts at night. Local companies appreciated this mix of creativity and business. In fact, they invited smaller ensemble groups from LSO to speak on how the arts and creativity can be used in daily professional life.

The RenGen has a different way of communicating than past cultural consumers. She emphasizes that mass communication is a dialogue and no longer a monologue. The consumer now has more control. Panelist Dan Salera exemplified this when he spoke of companies who are buying websites that target their companies in negative ways. The companies have begun using this public feedback to change and better their products.

The use of technology for communication is crucial in attracting a RenGen audience. The Bostonian Society was able to raise its organization’s visibility by having historian’s blog about events such as recent renovations of the Old State House. Another example is the Isabella Stewart Garner Museum widening its fan base by creating an Isabella Stewart Garner Facebook page. Panelist Betsy Levine suggested hiring RenGens who can leverage technology the use in their personal lives in their professional lives.

Betsy Levine noted that Boston is a thriving city with many young families. It is a good time for organizations to position themselves as catalysts for innovation. The Arts & Business Council of Boston can take the lead in promoting cultural activities after the forum. In fact, they created a program called Creative Continuum where business and arts students would sit down to dialogue on projects, theories, and events.