History

What is ArtsDirect
as presented with the Alliance for Arts and Culture

ArtsDirect is a collaborative enterprise of people who are interested in the arts and who want to participate in creating a more vibrant and economically sustainable arts community.

ArtsDirect serves arts patrons who want to receive more information about the arts to allow them to pursue their individual interests and enjoy an enhanced arts experience.

ArtsDirect serves artists and arts presenters who want to learn more about the people who are interested in the arts, communicate with them more easily, and be able to serve their individual interests better.

ArtsDirect serves community businesses that contribute to creating a strong local economy and the unique character of our community.

What ArtsDirect Does

Artsdirect provides the arts community with a communication and media system that can be used by artists and arts presenters to give arts patrons the information they like to pursue their individual interests.

The media system includes a monthly calendar of events that provides a complete listing of all current and upcoming events, a website that provides on-line information and services, and personalized email, fax and direct mail services that can be used to reach individual patrons who request specific information about upcoming events and opportunities related to their interests.

Arts patrons who are interested in receiving the monthly calendar of events and personalized communications related to their interests may provide ArtsDirect with their name, address, email address, phone and fax numbers, indicate their areas of interest in the arts, and request notification and information about events and opportunities related to their specific interests.

ArtsDirect provides artists and arts presenters with information about the individual interests of arts patrons to assist them in communicating the opportunities, offers and events that are most likely to attract and serve their interest. Arts presenters can use the system to communicate through personalized communications with individual patrons or with groups of patrons selected for their common interests through personalized communications, or with all of the audiences served by ArtsDirect through the Arts Calendar. The presenters determine the audiences to be reached, the content of the messages and the media to be used.

ArtsDirect also provides arts presenters with the ability to track customer activity to assist them in learning more about their individual patrons and allow them to further personalize and target their communications.

ArtsDirect provides community businesses and corporate partners who support the arts with the opportunity to attract arts patrons by offering purchase rebates in the form of ArtsCredits. Patrons can redeem ArtsCredits for future purchases with arts organizations and participating community businesses.

ArtsDirect is administered by the Alliance for Arts and Culture as the custodians of the interests of the arts community in British Columbia and by Quantumideas as the custodian of the interests of the enterprises who fund, support and service the operation of the system.

How the System is Financed

Patrons interested in receiving information from ArtsDirect who also wish to support the ArtsDirect system and community arts organizations may purchase an ArtsDirect card for ten dollars.

Supporting patrons can use the ArtsDirect card when they make purchases at participating businesses and arts organizations. They will receive a minimum of ten percent of the value of their purchases in ArtsCredits.

Fifty percent of the ArtsCredits earned by patrons are deducted from their accounts when they are earned to finance the operation of the system, to contribute to the support of the Alliance for Arts and Culture and one or more arts organizations of their choice. The balance of their ArtsCredits can be redeemed for future purchases at arts organizations and participating community businesses.

The ArtsDirect system is also financed by paid advertising in the monthly calendar of events and on the ArtsDirect website and by businesses who wish to sponsor personalized communications to arts patrons by including exclusive offers tailored to their interests.

Initial financing to create and market the system will be raised by creating an income trust that will provide a fixed return to investors and by corporate partners who wish to earn a place in the system as a host of one of the ArtsDirect services.

How ArtsDirect Works for Arts Presenters

All arts presenters can list information about their events and activities in the monthly Arts Calendar and on the ArtsDirect website at no cost and may place advertising at a preferred rate. Arts presenters can also direct email, fax, or direct mail to patrons through the personalized communication services provided by ArtsDirect to service the specific interests of individual patrons for a nominal fee.

Arts presenters can create their own ways of using the system. Arts presenters can limit their participation to redeeming ArtsCredits for their full dollar value. They may also choose to offer ArtsCredits in order to learn more about the purchase activity of their patrons, to attract new patrons, to reward regular patrons for their continued support or to stimulate interest and attendance. Presenters can determine when and the degree to which they offer ArtsCredits. Discounts currently provided by presenters as benefits or incentives can be offered as ArtsCredits. Presenters may encourage patrons to donate some or all of their ArtsCredits to support their organization.

Arts presenters who offer ArtsCredits will receive detailed electronic information about the purchase activity of patrons that can be integrated with their own databases and used to direct personalized email, fax and direct mail communications as they decide. Customized reports analyzing patron activity can be produced by ArtsDirect as requested for a nominal fee to cover costs.

ArtsCredits can be awarded to patrons automatically by presenters who use a ticketing service, have a credit card processing terminal or have access to the Internet. Redemptions of ArtsCredits can be processed directly by the presenter or by the Alliance for Arts and Culture through their facilities.

Arts presenters can use their knowledge of their patrons to structure exclusive benefits and offers either on their own or in collaboration with their corporate partners and supporters or participating community businesses.

How ArtsDirect works for Community Businesses

Local community businesses that are interested in attracting arts patrons and supporting the arts community can participate by giving ArtsCredits equivalent to a minimum of ten percent of the value of purchases made to ArtsDirect cardholders. This gives smaller independent business operators the opportunity to become part of a customer reward program that encourages people to patronize their businesses and which competes favourably with reward programs offered by larger enterprises.

Participating businesses will be listed in the monthly Arts Calendar and on the ArtsDirect website with information about their businesses and the services they offer at no cost, will be able to purchase advertising at a preferred rate. They will also have the opportunity to communicate promotional offers and exclusive benefits to interested cardholders through the personalized communication services provided by ArtsDirect.

Artsdirect will provide the names of arts patrons who do business with them along with their purchase activity so they can track their customers and the success of their promotional offers. Participating businesses will be able to communicate to their customers directly or through the communication services provided by ArtsDirect to strengthen their relationship and stimulate more customer activity. They can also use their knowledge of their customers to assist in structuring collaborative partnerships and promotional offers with arts presenters or other participating businesses.

Participating community businesses have the flexibility to award additional ArtsCredits to reward preferred customers or to create more attractive promotional offers for ArtsDirect cardholders.

How ArtsDirect Works for Corporate Partners

Corporate partners who host one or more of the services provided by ArtsDirect or who are established partners and supporters of one or more of our community arts organizations can offer ArtsCredits to their customers and to ArtsDirect cardholders.

Advertising space in the calendar and on the website will be available at market rates. The use of the personalized communication services provided by ArtsDirect will also be available to communicate with arts patrons who have indicated an interest in receiving promotional offers that earn ArtsCredits.

ArtsDirect will provide information to corporate partners to allow them to track the purchase activity and revenue generated from ArtsDirect cardholders.

ArtsCredits awarded by corporate partners can only be redeemed at arts organizations or participating community businesses.

from ArtsDirect
An Overview
A Collaborative Idea from The Alliance for Arts and Culture and Quantumideas
March 2003

 

ArtsDirect
as presented for The Vancouver Arts and Cultures Forum

Your connection to the arts

ArtsDirect serves people interested in being connected to the arts, gives arts presenters and community businesses a media system to communicate to arts audiences, and contributes to creating a more vibrant arts community and a stronger local economy.

ArtsDirect gives audiences the information they need to pursue their interests in the arts and enjoy an enhanced arts experience, gives artists and arts presenters the ability to target and personalize their communications and learn more about their audiences, and supports local independent businesses who contribute to the unique character of our community.

What ArtsDirect does

The ArtsDirect media system consists of a weekly printed ArtsDirect Calendar providing a complete listing of all current and upcoming events, a website with on-line information and links to on-line information services, and personalized web, email, fax, point of sale, and direct mail services that serve audiences with the specific information they request about events and opportunities related to their interests.

ArtsDirect audiences will receive the weekly ArtsDirect Calendar and can request personalized communications tailored to their interests by providing their name, address, email, phone and fax numbers, and indicating the kind of events, the type of opportunities, and the artists and presenters they would like to be kept informed about.

Artists and arts presenters can get information about the purchase activity and communicate with personalized communications to their current audiences. They can communicate individually with ArtsDirect cardholders selected for their interests or to all of the audiences served by ArtsDirect through the Arts Calendar and website. Presenters determine the audiences they want to reach and the media they want to use.

Quantumideas, in collaboration with community arts organizations, business contributors, and the communities of interest served, will act as the custodian of the interests of the enterprise, the audiences, and the participants and contributors who create and benefit from ArtsDirect.

How ArtsDirect is financed

People who purchase an ArtsDirect card for ten dollars can use the card to earn ArtsCredits when they make purchases at participating organizations.

Business contributors and presenting partners can offer ArtsDirect cardholders ten percent or more of the value of their purchases in the form of ArtsCredits. Each ArtsCredit carries a value of one dollar. Arts presenters can also offer ArtsCredits to their buyers so they can learn more about their audiences and their interests. ArtsCredits can be redeemed at arts organizations and participating community businesses.

Fifty percent of the ArtsCredits received by cardholders will be deducted from their accounts. A portion of this will be used to finance ArtsDirect and the remainder will be directed to one or more arts organizations chosen by the cardholder. The cardholder can redeem the remaining fifty-percent at arts organizations and participating community businesses.

ArtsDirect will earn revenue from advertising in the ArtsDirect Calendar and on the website and from business contributors and arts presenters who wish to direct personalized communications to ArtsDirect cardholders who asked to be kept informed.

Signature partners who recognize the value of creating and participating in ArtsDirect will provide the resources required to create and launch the system.

How ArtsDirect works for Arts Presenters

Arts presenters can list information about their events and activities in the weekly ArtsDirect Calendar and on the ArtsDirect website at no cost. They can purchase advertising space at a preferred rate and send personalized email, fax, or mail communications to ArtsDirect audiences who ask to be kept informed at cost.

Arts presenters can create their own ways of using ArtsDirect. They can limit their participation to redeeming ArtsCredits. They can offer ArtsCredits all the time so they can learn more about their audiences. They can offer ArtsCredits periodically to show appreciation to their audiences for their continued support, to attract new audiences, or to create offers to stimulate more interest and activity. They can offer ArtsCredits instead of discounts to attract and reward subscribers or new ticket buyers. If they choose to offer ArtsCredits they decide when, to whom and how much they offer. They can also encourage their audiences to contribute ArtsCredits to support their organization.

Arts presenters who offer ArtsCredits can use the information this provides to learn more about their customers, identify new customers, and track the effectiveness of their communication activities and audience response to the opportunities and experiences they offer. The electronic information provided by ArtsDirect can be integrated into their own customer databases or they can integrate their customer information into a consolidated database tailored to their needs and interests by ArtsDirect.

Arts presenters can use their customer knowledge to structure benefits and create offers independently or in collaboration with business contributors and presenting partners.

ArtsCredits are easy to award by arts presenters who use a ticketing service, have a credit card processing terminal, or have access to the internet. ArtsCredits can be redeemed directly by the arts presenter or through services provided by ArtsDirect.

How ArtsDirect works for Business Contributors

Community-minded businesses who are interested in contributing to the arts can offer ArtsCredits to their customers. This gives local independent businesses the ability to offer a customer reward program which compares favourably with programs offered by larger enterprises.

Business contributors are listed in the weekly ArtsDirect Calendar and on the ArtsDirect website where they have the opportunity to tell their story and keep audiences informed about special events and opportunities. They receive preferred advertising rates in the ArtsDirect Calendar and can send personalized communications through ArtsDirect to cardholders who expressed an interest in being kept informed.

ArtsDirect will provide the purchase activity of cardholders who do business with them so they can track the results of the opportunities they offer. Their customer knowledge can be used to structure partnerships and create events with arts presenters and other business contributors.

Contributing businesses have the flexibility to award ArtsCredits in different ways and at different levels to reward customers, attract new customers or promote opportunities.

How ArtsDirect works for Presenting Partners

Presenting partners who host services provided by ArtsDirect or who contribute to arts presenters can offer ArtsCredits to their customers. Presenting partners can purchase advertising space in the ArtsDirect Calendar at preferred rates and communicate directly to cardholders who indicated an interest in receiving offers that earn ArtsCredits. ArtsDirect will provide presenting partners with the information they need to track activity and revenue generated from offers to ArtsDirect cardholders.

ArtsCredits awarded by presenting partners can only be redeemed at arts organizations or participating business contributors.

How ArtsDirect works for Signature Partners

Signature partners can play a significant role as a contributing partner in ArtsDirect. Businesses interested in the opportunity can email ideas@ or call 604-609-ARTS.