Why the Arts Matter to Business

Frank Gehry, arguably the world’s most famous living architect, is well known for his bold designs including the Guggenheim Museum in Bilbao, Spain, and the Dancing House in Prague, Czech Republic. Gehry’s influence can also be felt all over Southern California: The Binocular Building (originally the Chiat/Day building), Spiller House, Cabrillo Marine Aquarium, California Aerospace Museum, Walt Disney Concert Hall, and Gehry’s own residence. Paul Revere Williams (1894-1980), another Southern California architect, is best known for his graceful designs that transformed the Beverly Wilshire Apartment Hotel into the iconic Beverly Wilshire Hotel. He went on to design the original St. Jude’s Children’s Research Hospital building, the Second Baptist Church, the 28th Street YMCA, and more than 2,000 private homes, including the Dr. A.E. Abdun-Nur residence in Tarzana. While both of these Los Angeles-based architects came of age during the 20th century and both attended USC – albeit in different decades – they had distinctly different styles. Gehry’s buildings are sexy, colorful and fun. Williams’ designs are elegant, stylized and practical. Both attract attention because their buildings stand out as visual masterpieces. While their design aesthetics were at opposite ends of the spectrum, they both seamlessly integrate form and function – their works have shaped (and continue to shape) the landscape of Southern California. Both men understood the importance of art in creating workplaces and homes – they knew that the right package can inspire by causing us to take a second look. Good design triggers emotions. It can make you feel happy, empowered, inspired or comfortable. The San Fernando Valley is one of the most densely populated areas when it comes to musicians, dancers, painters, bandleaders, actors, set designers, costume designers, directors and other artists. Artists are adept at creativity, innovation, planning, time management, discipline, cooperation, problem solving and inspiring others. They thrive on collaborating with a culturally diverse group of colleagues and are not afraid to challenge the status quo, as both Gehry and Williams have. Artists must adapt to fluid situations because their livelihoods often depend on it. Not surprisingly, these are all skills businesses can benefit from. Williams, an African American, was discouraged from becoming an architect because it wasn’t what “Negroes” did for a living. He persisted, and was praised for creating designs that were traditional but also unique, sophisticated and warm. He went on to design numerous significant public buildings in California, including homes for such stars as Frank Sinatra, Lucille Ball, Anthony Quinn, and Lauren Bacall. His buildings remain in high demand today. Depending on the source, Gehry changed his name as either in response to anti-Semitism or to preclude it. According to a profile in Smithsonian magazine, his mother often took him to concerts and museums across the city of Los Angeles. In another interview with the same magazine, he talked about spending considerable time with artists Ronald Davis, Larry Bell and Bruce Nauman. Like Williams, these experiences influenced his work and helped him excel at it. According to The pARTnership Movement, partnering with the arts helps businesses in a range of ways, often where traditional business schools cannot. For example, partnering with the arts fosters creativity, a top skill sought by employers. Companies that give to the arts recognize that the arts stimulate creative thinking, problem solving and team building. Even global giant General Electric has created a division (FirstBuild) that engages artists with their factory to help design appliances. Support for the arts leads to stronger, vibrant communities that attract and engage employees. According to Los Angeles Works, in Los Angeles alone, the arts provide 640,000 jobs and $200 billion in sales. A survey by ManpowerGroup showed that 32 percent of U.S. employers have difficulty filling jobs. Communities that want to attract top employees invest heavily in local arts and culture. Also, the arts help businesses build market share, enhance their brand and reach new customers. The arts can be used to build a powerful presence and engage with multiple stakeholders in a way traditional marketing and advertising cannot. According to Americans for the Arts’ BCA National Survey of Business Support of the Arts, 79 percent of businesses say involvement with the arts increases name recognition. The bottom-line impact of integrating the arts into business is inescapable – if you want to attract customers or retain employees, it’s essential. Ritch K. Eich, former chief of public relations for Blue Shield of California, is the author of “Truth, Trust + Tenacity: How Ordinary People Become Extraordinary Leaders.” He lives in Thousand Oaks.