Group bridges art, business worlds
GLOUCESTER -- A regional arts group is trying to make businesspeople think like artists and artists think like businesspeople.
As it starts its third year, the Society for the Enhancement of the Arts (SEArts) is pushing to bring artists, cultural organizations, the city, and the business community closer together.
"We're working to stimulate the economy in the area through arts and culture," said Jo-Ann Castano, an artist and founder of the group, who was elected president at the SEArts annual meeting earlier this month. "We're concentrating on cultural-economic development, and the collaboration of cultural institutions, artists, and businesses."
The importance of artists and cultural institutions is acknowledged in the city, according to Dale Brown, Gloucester's Community Development director, citing input gathered for the city's master plan three years ago.
"People see it as an important part of the fabric of our community," she said. "It may be harder to convince the artists that they're part of that community, but people in Gloucester see it as part of the tradition."
If more proof is required, Castano noted that Gloucester was one of 91 communities that participated in an "Americans for the Arts" study of arts and economic prosperity, the results of which were released in 2003. According to the study, the nonprofit cultural sector accounted for $4.9 million in local economic activity, supported 157 full-time jobs, generated $3.3 million in household income for residents, and delivered $557,000 in local and state government revenue.
Last year, SEArts gained public attention by presenting group exhibits at the Dancers Courageous and the West End Theater, and launched its "Artists on Artists" lecture series at various locations, bringing forward artists to talk about their work.
"By presenting arts in a stronger way and more public way, we help with the whole cultural economic development," said Castano, who this year would like to launch a "Partner With an Artist" program that would pair artists with local businesspeople, working on activities or events that would benefit both.
"Any time a group or nonprofit organization comes together to promote the arts, it helps everyone," said Julie McConchie, director of the North of Boston Convention and Visitors Bureau. By fostering relationships and cross promotion, she said, SEArts is helping to promote and strengthen the presence of that part of the North Shore as a destination for arts and culture.
"They can establish a real community," McConchie said of the group of artists and arts administrators. "They can refer business to each other, talk up what's going on, and sponsor forums to continue the dialogue about the arts."
One of the most obvious ways that art and culture drives the local economy is in tourism. McConchie noted that travel industry statistics indicate that "the cultural tourism piece is the fastest growing segment of the tourist industry," and it is growing particularly quickly in New England.
Organizations like SEArts or Artsnorth, a marketing alliance of 30 arts groups from Lynn to the New Hampshire line, and as far west as North Andover, create an identity for the region as a cultural destination for visitors and tourists, as well as for residents.
Patricia Zaido, Artsnorth cofounder, noted that the promotions are not intended only for tourists. Residents often attend cultural events when friends come to visit. "Even if that's not the case," she noted, "they need something to do at night, too."
Meri Jenkins, manager of the Massachusetts Cultural Council's Cultural Economic Development program, said cultural economic impact studies in the late 1990s and 2000 supported what many already knew about the importance of art and culture. Along with quality of life enhancements, the studies offered more tangible economic statistics as well.
"The figures were more astonishing than people thought they would be," Jenkins said, noting that in Massachusetts alone, there were 43,000 jobs in the cultural sector, despite the belief that the number of independent artists was an underreported statistic.
While part of the SEArts mission is to open up communication between the creative, government, and business sectors, another part is to help the artist with the business of art. A professional development workshop that began earlier this week, led by local artist Lara Lepionka in affiliation with the organization, focuses on planning, developing core materials, grant proposals, and marketing.
For more on SEArts, check the web site at www.searts.org. For more on the professional development for artists workshop, e-mail Lara Lepionka at llepionka@Yahoo.com, or call 978-283-1308.
