State's new "brand" will focus on the arts

jayrath | 3/05/2008 11:37 am | The Rath of Madison

Artists and arts organizations will be at the forefront of Wisconsin's efforts to market itself, according to state officials who spoke this morning at Arts Day 2008.

Gov. James Doyle announced last night that Wisconsin's new "branding" campaign will present the state as a "culture of original thinkers."

Lt. Gov. Barbara Lawton told arts leaders today, "It's a moment when we come to think how we are going to redefine ourselves." The campaign will coordinate efforts within state departments ranging from tourism to commerce.

The effort to reposition Wisconsin's image reflects an historic culture of innovative thinking here, said Secretary of Commerce Jack Fischer. He characterized Arts Day, the annual meeting of state arts groups at the capitol and Monona Terrace, "an economic development celebration."

"All of you here have a major impact on our state's economy," Fischer told the audience. "We in commerce understand that."

As part of the new marketing effort, Arts Wisconsin -- the private non-profit that puts on Arts Day -- is campaigning to raise Wisconsin Arts Board per capita contributions to a dollar. Currently Wisconsin ranks 43rd in per capita arts spending. By contrast, Minnesota residents each contribute $1.97 to their own state arts budget.

Most of the morning's remarks could have came straight out of a corporate marketing or strategy session, and reflect the predictions of a "New Economy" as outlined in Richard Florida's 2002 book, "The Rise of the Creative Class."

"The arts truly renew," said Fischer. "They really do rejuvenate. They revitalize our communities."

As of January, Wisconsin art organizations employed 45,386 people who have a direct economic impact of more than $43 million annually, said Lawton. More important, though, is that the atmosphere of creativity engendered by the arts is highly attractive to the New Economy's most sought-after employees, such as those in biotech and other technologies. The rebranding, Fischer said, will allow Wisconsin to "keep our best and brightest in the state."

Using the language of marketing, George Tzougros, Arts Board executive director, told the Arts Day audience, "Congratulations! As of today you are the differentiation point for the state of Wisconsin."