Collaboration is key when incorporating culture into business events, according to Barbican Business Events.
The survey highlighted the benefits of providing a compelling arts and culture offer as part of conferences and events, showing that more than three quarters (77 per cent) recognise the importance of cultural elements as part of corporate events,
Almost half (48 per cent) of the respondents collaborate with cultural organisations,
artists, or experts to effectively plan and execute artistic elements within
their private events.
These
collaborations range from forming authentic partnerships that ensure events
stand out with a compelling offer, to engaging directly with local cultural
resources and suppliers that reflect an event’s unique venue and location.
Organisations reported various methods of collaboration, including:
- Working with artists and
partners to tailor artistic and cultural content to client or
event-specific needs.
- Incorporating artistic
performances during events and commissioning artists as speakers to create
impactful moments.
- Enhancing attendee experiences
through excursions to museums, exhibitions, and other cultural and
artistic experiences
In
addition to these specified collaborative efforts, 65 per cent of respondents indicated
that their choice of venue is often influenced by its cultural or artistic
ties, with an additional 7 per cent always considering this aspect in their venue
selection.
"We
are excited by the innovative ways in which arts and culture are being embraced
in conferences and events spaces around the world,” said Jackie Boughton,
Barbican’s director of commercial. “The potential for significant collaboration
between organisations and cultural entities underscores a shared commitment to
elevating the human experience through creativity. These partnerships, whether
commercial or altruistic, are not just about enhancing aesthetics or
entertainment; they are vital in forging deeper connections, sparking dialogue,
and providing a profound sense of place and purpose at events.
“At
the Barbican, we see our role as pivotal in facilitating these connections and
memorable experiences. We can provide a platform where art and business
intersect, fostering an environment where every event can be transformed into a
culturally enriching experience that remains memorable for its attendees."
These
results build on previously shared survey findings, which showed that a
significant majority of organisations (77 per cent) recognise the importance of
cultural elements as part of corporate events, with plans to continue these
integrations. This ongoing commitment to arts and culture reflects a broader
trend towards more dynamic, engaging, and distinctive events.
The
research was conducted via a survey of corporate, association and agency
clients working with the Barbican. The survey received 70 responses: 81 per cent
were from Europe (48 per cent from the UK) the remaining 19 per cent were from the rest of the
world (14 per cent USA).
