THE VIRGINIAN-PILOT
Copyright (c) 1997, Landmark Communications, Inc.
DATE: Thursday, February 20, 1997 TAG: 9702200051
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY DEBBIE MESSINA, STAFF WRITER
LENGTH: 63 lines
The Virginia Waterfront International Arts Festival got a boost from the corporate world Wednesday. The American Express Co. contributed $100,000, the largest gift the credit card company has given to a Virginia organization.
Robert W. Cross, director of the arts festival, said the 18-day celebration of dance, music and theater would not be possible without the support of the business community.
About 35 percent of the $1.7 million budget comes from corporate sponsors. The remainder comes from ticket sales, foundations and state and city support.
``They are essential to the festival's success,'' Cross said.
In recent years, the arts and entertainment industries have been turning more to corporate sponsors to help underwrite expenses. A local example is the partnering of GTE Mobilnet and the Virginia Beach Amphitheater.
These sponsorships offer new marketing opportunities for companies to reach potential customers.
``As charitable giving has become much more competitive, the way arts groups are able to fill that missing gap is to offer marketing opportunities to corporations,'' Cross said.
The International Arts Festival is doing just that, but has taken it up a notch and is going after national corporations. Some others that have donated to the festival include Paine Webber, Central Fidelity, Blockbuster Music, Target Stores and USAir.
``Because of the scope of the festival, we've been able to attract corporations on a national level as sponsors,'' Cross said. ``That's unusual for the area. Local arts groups have not been able to tap into that.
``American Express is the biggest and best example.''
While American Express' donation is the largest single contribution to the arts festival, Norfolk Southern has given more money, but it has been spread over a couple of years, Cross said.
Other major sponsors include Cox Communications, Philip MorrisCos. Inc., Virginia is For Lovers (Virginia Tourism Corporation), The Virginia Waterfront (Norfolk), The Virginian-Pilot and WHRO.
In addition to the cash donation, American Express will publish a dining guide of local restaurants that accept the American Express credit card. It will be inserted in Arts Festival playbills and mailed to 5,000 local card holders who are frequent diners.
``We are committed to enhancing every segment of the community we live in, from business to the arts,'' said Paul Tiller, field vice president of American Express Financial Advisors in Virginia Beach.
American Express Travel Related Services Company Inc. is a wholly owned subsidiary of the American Express Company - a diversified worldwide travel and financial services company. It is a leader in charge and credit cards, travelers' checks, travel, financial planning, investment products, insurance and international banking.
The International Arts Festival will run from April 27 to May 11 and will feature renowned artists performing on stages from Virginia Beach to Williamsburg.
More than two dozen performers will appear in the premiere season of the festival. They include the Stuttgart Chamber Orchestra, the Miami String Quartet, the Mark Morris Dance Group, Steve Reich and Musicians, Ramsey Lewis, Garrison Keillor's ``A Prairie Home Companion,'' Victor Borge and Circus Flora.
The festival is modeled after the Edinburgh International Festival in Scotland and the Spoleto Festival USA in Charleston, S.C.