Sponsors essential to Overture productions

The dust has settled and construction at Madison's Overture Center for the Arts is complete.

But despite the generous contributions of private and corporate donors to build the $150 million facility, charitable donations are still needed to support new productions scheduled for Overture's first post-construction season and into the future.

Julie Jensen, managing director of the Madison Repertory Theater, said continued corporate funding is needed to maintain the high-quality entertainment enjoyed by Capital Region residents and visitors.

"Like most arts organizations, our ticket income is about 50 percent," Jensen said. "The rest of our revenue has to be made up by contributed income and a lot of that comes from corporate support."

Building a world-class performance center is only the beginning when it comes to supporting the arts. Jensen said the Rep will still need to reach out to corporate donors who will make it possible to bring new productions to the Overture Playhouse stage.

"They continue to support us," she said. "But we're always forging ahead and trying to create new relationships as are all of our fellow resident organizations."

Making a statement

Corporate sponsors see the Overture Center as an opportunity to make a statement to clients and potential customers that says they support the cultural environment that sustains them.

Ann Wadsack, a partner at Madison law firm DeWitt, Ross and Stevens, an Overture sponsor, said it's part of giving back to the community.

"I know it sounds clich? but it really is," Wadsack said. "It's our presence. It's part of who we are and where we are, which is right Downtown."

Overture's corporate sponsors consider themselves community stakeholders. By supporting the arts, they're investing in an institution that draws people to Madison, improves their quality of life and makes them want to stay.

Al Ripp, a manager at TDS Telecommunications, said that by sponsoring Overture his company helps to showcase the best the community has to offer.

"A lot of people who came to Madison are patrons of the arts. And hopefully they'll be TDS customers," Ripp said. "I work with Overture staff to support events and to bring our clients up here and show them what Madison is all about."

Tied to businesses' success

Overture President Tom Carto recognizes that the center's success hinges directly on the success of Madison's business community.

As organizations use the diverse cultural opportunities that Overture brings to draw talented new employees and to entertain clients, Carto hopes to leverage that enthusiasm into pledges of support.

"Really, performing arts centers rise and fall on the support of the business community," Carto said. "I see a real potential for us to make some inroads, to create that symbiotic relationship with the business community and the synergies that can result from that."

With the shared goal of giving back to the community, both business and the arts can work together at Overture to fulfill their respective objectives. Ben Di Salvo, Overture's business partnership manager, said companies shouldn't look at supporting the arts just as charitable giving.

"It's more than philanthropic. We have real things of value," Di Salvo said. "If you make a contribution... we're talking about a lot of recognition, a lot of eyeballs, things that I think are very, very important. It doesn't cost that much money, but you have to consider what are your business objectives, your community interests."

It's that mix of giving back and connecting with new customers that appeals to Overture sponsors like Derek Hornsby, general manager of Jaguar Land Rover of Madison. The luxury car dealer said he's very pleased to be part of his community's cultural environment.

"We're happy to support what we think is a worthwhile endeavor," Hornsby said. "But I would be lying if I said that there isn't a business angle to that always. I think it's good for everybody. We're happy to support it and we're happy to gain access to the audience."

James Edward Mills is a Madison freelance reporter.