از برادوی تا بستر: همکاری با هنر برای جذب مشتریان مجلل

This article discusses the potential benefits to restaurants, especially upscale restaurants, of programs that support the arts. The importance of the arts and culture industry as an economic driver is presented along with an assessment of the state of funding for the arts in the United States. A demographic profile of those who attend arts and cultural events shows the upscale nature of the market. The results of a survey of 274 people demonstrate the positive attitude of respondents toward businesses, particularly restaurants that support the arts.

In today's highly competitive market place, it is increasingly difficult for restaurants to develop attractive market segments and build individual consumer loyalty. When a situation arises where an immediate consumer need can be met while building an image of social responsibility and also providing a solution to an important social need, a synergistic effect is created. This opportunity presents itself in the form of potential partnerships between businesses and the arts. The restaurant industry, in particular, seems to have a great opportunity to reach upscale customers through affinity programs and discounts that are tied to support of the arts. The purpose of this study is to examine the relationship between attendance at arts and cultural events and attitudes toward businesses that support the arts. First, the characteristics and attendance patterns of those who attend arts and culture events, based on secondary data, are presented. Then the results of a survey focusing on the importance of the relationship between the arts and businesses are discussed. That survey was designed to answer the following questions: 1. Is there a difference between those who attend arts/culture events and those who do not in regards to the importance they place on businesses that support the arts, the importance of the arts to quality of life, dining out frequency and the impact of discounts available at retailers for members of arts organizations? 2. Would an affinity program where restaurants and other retailers offer discounts and/or other contributions supporting the arts influence shopping habits? 3. What types of businesses would individuals most like to see participate in programs that support the arts and offer discounts to members of arts organizations; where do restaurants fall relative to other types of businesses? 4. Is there a relationship between the number of events people attend and, (a) how often they dine out in conjunction with arts/culture events, (b) the importance they place on the arts to quality of life, (c) how important it is for business to support the arts, and (d) the impact an affinity discount program offered by businesses to support the arts would have?

Based on the literature review and the survey, it appears that supporting the arts can help restaurants build a positive image in the community. Tying dining incentives to the support of arts and culture can provide a synergistic effect as restaurants may increase sales while they enhance their image as good citizens. Upscale restaurants, in particular, might wish to target arts/culture goers as data show that these people are high on the demographic scale. The results of the study show that respondents expressed a favorable attitude toward businesses that support the arts and that restaurants are seen as having a good fit with this type of social cause. Therefore, restaurants that participate in programs that link arts support to restaurant patronage appear not only to be viewed positively, but also are provided with a means to reach a target that has money to spend and dines out frequently.