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Survey finds that good art is good business

The Nine dot Arts report determines that art can drive engagement between a brand and its customers


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Building a successful brand takes a lot and, according to a new report from art consulting and curation firm, Nine dot Arts, curating art that expresses an organization’s brand, mission and vision can help your company stand out in an increasingly competitive marketplace. 

“Art that reflects who you are and the story you want your project to communicate is a strategic business decision that provides both tangible and intangible benefits,” says Martha Weidmann, CEO of Nine dot Arts. “This might include something small yet meaningful, like positive feedback from your customers or clients or something more measurable like increased foot traffic or repeat visits and purchases.”

Conducted by Nine dot Arts to determine the ways that art adds value and creates a sense of place, the report is based on the findings of a survey conducted between July and Sept. 2019 of nearly 200 business professionals. The professionals represented across industries including hospitality, real estate, architecture, healthcare and government. 

“Selecting art, for many business leaders, requires evaluating potential impact through the lens of its return on investment,” reads the report. “While our survey respondents defined art’s return on investment in many different ways – from placemaking to increased foot traffic – what’s most evident is that good art is good business.” 

The report found that 67% of respondents felt certain that art adds enough value that it pays for itself; 47% felt that artwork adds a return-on-investment beyond its cost; and 40% felt that their projects would have been “much less successful” if they could not acquire art.

While there are many ways that companies can leverage art, the report found that most are using it to drive engagement between a brand and its customers. It was determined that 62% of respondents felt it was critical art expresses a brand, mission and vision; 92% said that art installations elicit positive feedback; and 70% of respondents in the hospitality industry felt that art was extremely important to the success of projects. 

“While this might sound like a no-brainer, powerful and intentional art experiences take work,” says Weidmann. “They’re born from a roadmap conceptualized in the context of an organization’s goals and translated into a vision that is unique to the space, the brand and what the client or project hopes to achieve.”

Outside of hospitality, Weidmann says a variety of businesses are leveraging art including corporate offices and healthcare facilities. “We’re fortunate to live in a city that values the contributions of its creatives and where residents and tourists alike are active and engaged participants in the arts community,” she says. “More importantly, art is taking on greater significance as a tool for placemaking and community-building in Denver.”

Art Curation and Consulting 

Not only was the report looking at the impact of art on businesses, but it evaluated the emerging (and passing) trends in art curation and consulting. The emerging trends included mixed-use spaces, recycled building materials, instagrammable spaces and experiences. And the trends found to be slowing down. were open spaces and fewer walls in the home and workplace as well as non-digital connection and communication. 

“Workplaces should absolutely bring more of all of these trends into their offices and work experiences,” says Weidmann. “But not every trend is right for every workplace.”

Art curation can be an important aspect of businesses incorporating art into their workplace or their projects. In fact, the report found that collaboration in these projects – between businesses, art curators, architects, designers, contractors and other stakeholders – is key to its success. In the survey, 69% of respondents said it was absolutely critical that the vision for the project was integrated among the stakeholders. 

“Curating a successful art program requires a consultative approach that begins with a vision and ends with a story that brings a brand to life,” Weidmann says. “And, in an age where smart businesses focus on customer experience and not just customer satisfaction, art can help make that brand experience a memorable one, giving you an opportunity to tell a cohesive story in an increasingly competitive market.”

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Ali Longwell

Ali Longwell is the digital editor at ColoradoBiz. She has also written for SDxCentral, a B2B online technology publication, as well as Denver-area lifestyle magazines 5280, Denver Life Magazine, Avid Lifestyle and more. She can be reached at alongwell@cobizmag.com

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