Waikato Business News August/September 2023
Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of cooperation.
Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of cooperation.
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14 WAIKATO BUSINESS NEWS, AUGUST/SEPTEMBER <strong>2023</strong><br />
The <strong>Business</strong> of Art<br />
EXPLORING THE CREATIVES IN THE BUSINESS OF ART<br />
RAW brings art lovers to the artists in<br />
weekend long exhibition and studio trail<br />
Visitors from all over the <strong>Waikato</strong><br />
and beyond will be flocking to the<br />
annual Raglan Arts Weekend this<br />
Labour Weekend.<br />
Richard Page<br />
What started as a<br />
group of artists<br />
running a local<br />
group exhibition, has since<br />
grown to be a major event that<br />
not only profiles established<br />
and emerging local creatives<br />
but also delivers a boost to the<br />
local economy.<br />
In its 13th year, RAW has<br />
been managed by Nicky Brzeska<br />
since 2019, and with an<br />
extensive background in PR,<br />
she has added her flair for running<br />
large international campaigns<br />
to the mix.<br />
Launching a new device for<br />
a multinational tech company<br />
where the budget is of no consequence<br />
is a far cry from running<br />
a small-town art event on<br />
a tight purse string, but Nicky<br />
was up for the challenge.<br />
“My brief was to re-energise<br />
the arts weekend and to make<br />
sure we got more artists on<br />
board. The first thing I really<br />
wanted to do was to sort out<br />
the brand.”<br />
Creating a brand that would<br />
attract more artists, and art<br />
lovers who hopefully become<br />
art buyers, Nicky says, was<br />
a fundamental place to start<br />
for RAW.<br />
“If it feels like there's a<br />
brand and an identity, then<br />
people come to really love and<br />
support that. And then it creates<br />
an energy that other people<br />
want to be a part of.”<br />
Like many non-profit<br />
events, RAW has traditionally<br />
relied on advertising from local<br />
businesses and grants from<br />
charitable organisations but,<br />
Nicky says, an event like RAW<br />
that has been running for so<br />
long needs to look at how it can<br />
stand on its own two feet.<br />
“The team have always done<br />
phenomenally well getting the<br />
grants. But these grants are the<br />
same pots of money but with<br />
more people applying. And<br />
funders are saying they want<br />
to be seen to be supporting<br />
new initiatives.”<br />
So, after a successful<br />
rebrand and a 2019 Easter<br />
Weekend event, Nicky was<br />
looking forward to 2020 and<br />
working towards attracting<br />
larger sponsorships and establishing<br />
solid partnerships.<br />
The popular Preview Exhibition<br />
has always kicked off<br />
RAW three weeks before the<br />
event; it provides an opportunity<br />
to check out the artists’<br />
work before hitting the<br />
art studio trail around Raglan<br />
Whāingaroa.<br />
But 2020 delivered COVID<br />
and the Preview Exhibition<br />
managed an opening<br />
night before the government<br />
announced the cancellation<br />
of all indoor gatherings of<br />
more than 100 people, and<br />
a week later the country was<br />
in lockdown.<br />
“We postponed it until<br />
October and then the new<br />
alert level meant we had to<br />
push the Preview Exhibition<br />
online. Then we were gunning<br />
for April, and then had to delay<br />
April to October (2021). So, it<br />
was three delays,” she says.<br />
Nicky was essentially trying<br />
to run three events with the<br />
April 2020 funding.<br />
“We got COVID subsidies<br />
but it was difficult and we just<br />
had to get very creative with the<br />
money we had.”<br />
This year Nicky has been<br />
able to establish a partnership<br />
plan that also had to be delayed<br />
due to COVID.<br />
Local partnerships with<br />
longtime sponsors Tony Sly<br />
and art foundation the Chartwell<br />
Trust, and new supporters<br />
Rangitahi housing development<br />
and Bayleys Real Estate<br />
Raglan have kicked into action<br />
this year.<br />
“I looked at how could we<br />
make these partnerships all fit<br />
together, instead of them just<br />
being random sponsors with<br />
advertising in a brochure. It's<br />
paying attention to how these<br />
brands can engage authentically<br />
with us.”<br />
Nicky Brzeska<br />
The partnerships identify<br />
with a pillar – grow, connect,<br />
inspire, ignite – that represents<br />
how they can contribute to the<br />
growth of the arts weekend.<br />
“Grow is Rangitahi and<br />
they are supporting The Hatch,<br />
which is our emerging artists<br />
exhibition, as well as funding<br />
additional admin hours. Bayleys<br />
Real Estate is Connect<br />
and they’re funding an artists’<br />
bus tour and the opening night<br />
cocktail event. The Chartwell<br />
Trust is our Inspire partner,<br />
which is the next phase for<br />
us and it will be about bringing<br />
the arts weekend to life.<br />
Tony Sly is Ignite and that<br />
will be talks, workshops and<br />
demonstrations in the future,”<br />
she says.<br />
The partnerships are vital to<br />
the survival of the arts weekend<br />
and they significantly reduce<br />
the reliance on the ever-decreasing<br />
grants.<br />
“We’re trying to create a<br />
sustainable business model<br />
because it is getting tough out<br />
there to just keep trying to<br />
get grants.”<br />
Despite the COVID setback,<br />
Nicky is confident in the Raglan<br />
Arts Weekend’s ability to grow.<br />
They may be at full capacity<br />
with their artists but Nicky<br />
knows there are still lots of<br />
opportunities to pack a punch<br />
for the arts.<br />
“We have over 60 artists,<br />
and over 30 of those are new<br />
to RAW. We still have the same<br />
number of studios because we<br />
have several large group exhibitions,<br />
which means people<br />
have only one studio location to<br />
visit to see a number of artists’<br />
work. But we can't just have<br />
an infinite number of artists;<br />
If you've got too many artists,<br />
there's less visitors per artist.”<br />
A life drawing workshop,<br />
created and run by RAW artist<br />
Dominique Marriott, is a first<br />
this year for the arts weekend<br />
and, Nicky says, the new partnerships<br />
will support more<br />
public art activities.<br />
“We want people to know<br />
as soon as they arrive in<br />
town that something special<br />
is happening.”<br />
The flow on effect is significant,<br />
she says, more RAW<br />
visitors mean more business<br />
for the local cafes and restaurants,<br />
accommodation and<br />
tourism providers.<br />
“It’s just about growing this<br />
in a sustainable way, together<br />
with the growth of Raglan<br />
itself, and not overwhelming<br />
the town, which struggles<br />
already with issues like parking<br />
and space in cafes over<br />
busy weekends like this,” Nicky<br />
says. “Maybe in time, we might<br />
shift RAW to its own dedicated<br />
weekend to spread some<br />
of the retail opportunities for<br />
our local businesses across the<br />
year, but it’s too early in the<br />
event’s marketing to be able to<br />
make that decision now.”<br />
The Raglan Arts Weekend is a Creative Raglan event run by the<br />
Raglan Community Arts Council.<br />
Preview Exhibition at the Raglan Old School Arts Centre<br />
Friday 29 Sept to Monday 23 October <strong>2023</strong>, open daily, 10am to 2pm<br />
RAW Open studios self-guided art trail<br />
Saturday 21 October to Monday 23 October, 10am to 5pm<br />
Shortydubs<br />
Jane Galloway