In Lexington theater, there is a relationship between art and business than can be seen on several different levels any time you open a playbill.
For starters, there is usually a “special thanks” section in the program, where a theater will tip its hat to people and entities that have contributed in some indispensable way to getting the production on its feet. These may have been donations of materials, the loan of furniture or other set pieces, or other kinds of support. Then, in the common curtain speech by a show’s director or artistic director of the theater, there may be mention of area businesses that helped in numerous ways.
But the backbone of that relationship between business and theater exists with the theater’s official sponsors. A sponsor is a business that has put its money where its mouth is and backed an individual production or a whole season of productions with its dollars. They literally write a check. How much that check is made out for depends on the theater, the kind of relationship they have, and how many other sponsors are involved.
But, in any case, it is a representation of trust that exists. That includes trust on the part of both the theater and the business. It is trust that the money will be well spent to bring quality productions to the public, or perhaps that it will be handled well to educate students, to involve the community members, or to represent Lexington as a whole. And it also represents trust on the part of the theater that the vision they have presented to potential sponsors and to the public at large will be respected and not considered “bought” and controlled by those contributing funds. A violation of either end of this trust erodes the sponsor relationship and sours the deal.
As part of a new series highlighting local businesses that have stepped up, pulled out the checkbook and put skin in the game of Lexington theater, I spoke with John Milward of Powell-Walton-Milward Insurance. As sponsors of the Broadway Live at the Opera House for the past three years, Powell-Walton-Milward has helped to bring Lexington such gems as “The Midtown Men”, “Legally Blonde”, and the current season’s “Dreamgirls” (co-sponsored with Central Bank).
Milward did not have to be prodded with questions about the relationship they have with Broadway Live. The benefits were very clear to him and he talked about it with enthusiasm. From the outset, the level of trust in the quality of the productions in Broadway Live was apparent.
“First of all, I want to say that I am very impressed with the job that (Opera House Program Director) Luanne Franklin, (Lexington Center Director of Marketing) Sheila Kenny, and (CEO) Bill Owen are doing in bringing quality productions to Lexington,” Milward said. “I like the intimacy of the Opera House itself. And for a town our size to get such quality productions is a great thing.”
Successful businesses often talk about investing in their communities at large, not just in their own business realms. That also plays a part in Powell-Walton-Milward’s decision to contribute. But the benefits go beyond that.
“We take very seriously the responsibility of being a corporate citizen of Lexington and of central Kentucky,” Milward said. “This is an opportunity for us to give back in a tangible way. But it is also wonderful advertising for us. In fact, we get more bang for our buck doing this with them than anything else we do. There are so many ways that they have gotten our name out all year long. We are mentioned in radio and television spots, but also in announcements prior to UK basketball games, in print and web advertising. Our advertising dollar goes much further year-round as a result of sponsoring them.”
For many who have been approached by area theater producers and may have considered contributing to a particular theater’s programs, Milward’s statement about return on investment may come as a surprise. Often the impression is that there is some advertising return on sponsorship dollars, but not enough to compare to directly buying advertising. Milward’s claim is that the opposite is true.
Of course, the benefits don’t stop there.
“One of my favorite things are the six free tickets to each production of the season that we get to give as gifts to clients,” Milward said. “Last year, for example, we sponsored “The Midtown Men”, which featured three singers from the “Jersey Boys” cast. The tickets we received as part of our thanks for sponsorship we gave away to our own business clients as a way to thank them for allowing us to handle their insurance.”
As we continue to look at other Patron Saints of area theater, we encourage you to give thought to whether this kind of relationship is good for your own business. Some theaters may have an advertising structure that really floats your business name far and wide throughout the year. Other programs may have a mission that is closer to the vest. Maybe they are there to educate young people, or even to give community members a moment in the lights. Depending on your own business model, supporting any or all of these may have a long-range benefit for you, and certainly for Lexington as a whole.
So the next time a marketing director or overworked artistic director approaches you about sponsoring a show in the area, give them a listen. Your support could be in the form of dollars, but ask what else they need, too. Smaller companies can find many ways to help, and you will be in good company.
Mike Tuttle has been working in and around theater in Central Kentucky since 1997. He can be reached through his website, www.miketuttle.com.