Business can help — and make a profit, too

Press, 31 December 1982, Page 13

Business can help — and make a profit, too

. New Zealand business could give the country's artists great help and at the same time make money, says Mr John Coley, director of the Robert McDougall Art Gallery in Christchurch.

He cites the instance of a Colin McCahon painting (at left) which jointly won a Hay's prize in the early 19605, causing a public storm. But for the cost of a few hundred pounds, the Farmers' Trading Corporation, the present owner of the firm, has a painting now valued at between $BOOO and $lO,OOO.

Fletcher-Challenge and Todd Motors are among the large companies supporting the arts in New Zealand, but Mr Coley sees much room for'further help. He recently visited Seattle, and was impressed by business patronage of the arts in ' that American city. “It is virtually impossible to walk a few hundred yards in the streets and not come across an interesting piece of art in Seattle,” he says. Big murals adorn public buildings, and sculptures stand in the plazas of business buildings. The plazas were encouraged by allowing firms that provided them exemptions from building height limits. Mr Coley is supported in his view by Mr Graeme Gorton, executive officer of

the Southern Regional Arts Council. He believes there could be a big improvement in arts investment by motels and hotels. Mr Gorton feels that too often they feature reproductions of overseas works when they could have New Zealand art on the walls, appreciating in value and giving a

taste of this country. He emphasises that the purchases do not have to cost the world. For a small firm, there might be investments from $lOO up.

Mr Coley believes that businesses also gain something intangible from buying and displaying works of art. “They individualise the area where they are placed, making for interesting work places. They heighten the atmosphere and make it lively and interesting." How do firms go aboutbuying art? The best thing, says Mr Coley, is to enlist the help of an art dealer, just as a share investor might enlist the aid of a -share broker.

A good art dealer watches the trends and recognises works of potential. Mr Coley says artists whose works are in demand fall into two classes:

© Those of high critical reputation. These are people recognised by the art authorities as being good. © Those who do not enjoy a critical reputation, but' who enjoy high sales and substantial rewards. He believes that business, by investing in works of art, can help to solve a paradox of the present economic times. The recession is giving. through employment schemes, a chance to a greater number of young people to work full time as artists.

“But what the artist is up against is trying to make a living. They are up against the hesitancy of business to support the arts today by acquiring original works of art.

“We’re not talking about artists’ hardship. We’re talking about a fair exchange.” Big new office blocks, motels, and hotels have a budget for furnishing. “If they were to spend a proportion of that on buying the work of young artists of merit, they would do a tremendous amount to encourage the gifted arts in the community," says Mr Coley.