Arts surveyed

Press, 25 February 1988, Page 3

Arts surveyed

A special deal with AGB:McNair will allow potential sponsors of the arts free access to the first comprehensive survey of the arts in New Zealand. The survey was commissioned in 1986 by the Queen Elizabeth II Arts Council and made nationally during 46 weeks by the research company. It cost the council considerably less than the $50,000 other AGB clients could expect to pay for a similar survey. As part of the arrangement between the company and the council, potential arts sponsors working through the council have access to the survey information.

The information will tell them what the 42.6 per cent of those surveyed who claimed an interest in the arts drink,- smoke, watch, listen to, what they do in their spare time, what cars they buy, what they wear, and what investments they make. The survey provides a profile for investors about the people they should target.

It also proved what those in the arts always knew — that a sizeable, chunk of the population was interested in the arts, said Mr Ray Columbus, a part-time consultant to the Arts Council in attracting commercial sponsorships. “Now we have the figures to show people. It just makes the case for the survey and for sponsorship stronger.”' The cost of the survey, and of ongoing updates, was justified by the value of the results when seeking sponsorships, he said. The 42.6 per cent arts figures compared very well with 41.8 per cent interested in rugby, 37.5 per cent interested in cricket, 29.3 per cent interested in tennis, 23.6 per cent in motor sport, 17 per cent in horse-racing, and the 12.7 per cent in bowls'.

Mr Columbus and Mr Paul Hashfield, of Wellington, AGB’s media manager, presented the findings of the survey to arts and business people in Christchurch yesterday. The presentation was one of several throughout New

Zealand to publicise the survey, its findings, and its availability to potential sponsors. Mr Columbus believed it would help find more sponsors in all fields of the arts.

“Facts and figures are the key to presenting the sponsors with a business deal they will buy.” The survey also tells arts organisations more about their audiences. Comparisons are available between centres in theatre, classical music concerts, art exhibitions, opera, dance and craft or pottery.

Mr Hashfieid said the survey had cost the Arts Council less than a normal client because AGB had decided to make it a joint venture between the company and the council. A similar survey, but with more questions, would cost about $50,000.

Mr Hashfield hailed the survey as the first comprehensive study of arts interests of New Zealanders but acknowledged that it was really only the start.