This is an archived article that was published on sltrib.com in 2015, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
With the official start of ski season just weeks away, many out-of-towners anxiously await the mountains towering high over Salt Lake City to be blanketed in snow. But down below, the arts and culture community is always alive and buzzing — from the Utah Museum of Contemporary Art to Ballet West to historic Temple Square to intimate theaters and galleries — and visitors will find themselves lingering in town to sample local theater, dance, music, film, digital and visual arts. Through these vivid arts and cultural offerings, Salt Lake City's commitment to the arts is clear.
It's a commitment that led Americans for the Arts, a national nonprofit organization, to select Salt Lake City as its host for the 2015 National Arts Marketing Project Conference. Currently taking place, the conference brings together more than 500 marketing professionals from all over the country to share ideas and discuss how arts organizations can better position themselves in the midst of overwhelming consumer options.
According to a recent study by the U.S. Chamber of Commerce Foundation, Utah is one of the most industrious states in the nation, ranking first in the country for innovation and entrepreneurship and third for economic performance. And while it's evident that Salt Lake City's central business district is experiencing significant growth and flourishing economically, what many may not realize is that businesses intentionally rely on the arts to help build market share, enhance their brand and reach new customers. A strong arts scene and a culturally vibrant community is a significant economic driver that shouldn't be overlooked by the city's businesses.
For example, last July, Zions Bank branches throughout the Wasatch Front started transforming into galleries displaying colorful costumes from Ballet West in the lead-up to this month's opening of the 2015-2016 season. Each participating bank branch also offered an opportunity for customers to win tickets to performances. This partnership not only promoted the ballet's new season in an innovative way, it also showed that Zions Bank recognizes the central role that arts and culture play in enriching our communities. This kind of business support of the arts is a vital piece of Salt Lake City's arts funding ecosystem.
In a more public way, Salt Lake City celebrates both community and creativity through a variety of cultural events that spotlight its unique artistic climate. An example is the Living Traditions Festival, which began 30 years ago to showcase ethnic dance, music, crafts, and food — and illustrates how the arts are a bridge between communities, bringing people together to help them learn more about their communities and themselves. Events like this owe their continued success to public and private support. It's certain that without this support, Salt Lake City would not be the artistic and cultural hub that it is today.
Amid the tremendous cultural growth Utah has fostered since its Arts Council was established in 1899, and its undeniable natural beauty, Utah and Salt Lake City have become destinations in their own right — the ideal place for arts marketers to come together to learn how the arts can play a deeper role in peoples' lives, support and engage with communities, and make cities stronger and more vibrant.
It truly takes a community to support the arts — and a conference.
Karen Krieger is executive director of the Salt Lake City Arts Council. Robert L. Lynch is president and CEO of Americans for the Arts