Re-imaging arts festivals through a corporate lens: a case study of business sponsorship at the Henley Festival.



Finkel, Rebecca (2010) Re-imaging arts festivals through a corporate lens: a case study of business sponsorship at the Henley Festival. Managing Leisure, 15 (4). pp. 237-250. ISSN 1466-450X (electronic) 1360-6719 (paper)

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Abstract

This paper explores the impacts commercialisation processes have on contemporary arts festivals by analysing their increasing reliance on private sector funding sources, such as business sponsorship. A case study of the Henley Festival demonstrates the effects that being primarily dependent on corporate subsidies can have on the 'look and feel' of a festival. Research methods include a survey sent to 117 UK arts festival organisers to discern audience demographics, programming, funding and future plans. Case study methods include in-depth interviews with the Artistic Director and Marketing Director of the Henley Festival, as well as participant and direct observation of the festival, which was recorded in a personal research diary. Main conclusions suggest that the Henley Festival is exclusionary for many of the local population and classical arts enthusiasts, who are often alienated from the festival as a result of its emphasis on garnering corporate support and providing corporate entertainment.

Item Type: Article
Divisions: School of Arts, Social Sciences and Management > Business, Enterprise & Management
Date Deposited: 09 Oct 2010 09:33
Last Modified: 05 Feb 2014 13:10
URI: http://eresearch.qmu.ac.uk/id/eprint/1783

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