As West Australia Ballet marks its 70th anniversary, it acknowledges and celebrates the outstanding contributions of businesses who help assure a legacy of continuity and success. 2021 saw an 80% partner retention rate, demonstrating West Australian Ballet’s commitment to cultivating strong relationships with their sponsors. At a time when the very future of the Company was in question due to the pandemic, Western Australians showed the deep love and connection they have with Australia’s oldest ballet company by providing philanthropic support.
This shows how companies are eager to draw on their deep connections with a not-for-profit organisation to provide sustainable support to the cultural and creative industries, which have faced significant financial loss as a result of the pandemic. Recognising that dance is a cultural asset that significantly enriches a sense of community identity, as well as a means of expression and storytelling is more important than ever. Hence, willingness to collaborate is positively related to elevating voices and sustaining a culture of innovation.
Woodside Energy, Lotterywest, Wesfarmers Arts, Singapore Airlines, Healthway, Bendat Family Foundation, Minderoo Foundation, Simon Lee Foundation and the Wright Burt Foundation are among many corporate and philanthropic partners who have extended unwavering support for Australia’s oldest professional ballet company over many years, contributing to its success.
The power of creativity is at the core of West Australian Ballet’s approach to creating long-lasting connections within and beyond an organisation. Exploring innovative partnering arrangements is always at the forefront in establishing a successful sponsor and partnership program, with the company continually seeking ways to help communicate the unique brand identity and values of their sponsors.
Howard Park Wines, a proud partner of West Australian Ballet, recently worked with the Company on their 2021 sparkling wine advertising campaign. Just as dancers must strike the masterful balance between strength, poise, and elevation to perform the perfect jeté (ballet terminology for ‘leap’), so too do winemakers in the crafting of their product. It was in homage to this link that Howard Park Wine’s award-winning Jeté collection of sparkling wines was named.
As well as celebrating the work that goes into ballet and winemaking, the range is also an ode to a family legacy, with the family-owned business having longstanding connections with professional ballet in Australia. It is the only winery in the country – and, most likely, the world – to boast a former Principal Dancer and Soloist on its staff (David Burch, for The Australian Ballet, and Lesley Scogna, for West Australian Ballet, both of whom are siblings of founder Jeff Burch).
The campaign was made possible thanks to the creative collaboration and blending of ideas, but more than that, it was the shared passion for creative pursuits which laid the foundations for success. Shifting from an individual mindset to a collaborative one is at the crux of building something truly enduring and profound. It is for this reason that West Australian Ballet believes that in business and dance, having the right partner is essential.
As part of West Australian Ballet’s ongoing commitment and passion to enriching lives through dance, they are always willing to welcome new partners to join their network. They have a long-standing reputation for supporting and working with partners every step of the way, ensuring objectives are being met and that they align with the interests of both parties.
However, fostering successful partnerships is about more than just setting shared goals and working to achieve them. West Australian Ballet engages its partners by providing high quality experiences, hospitality and unforgettable moments. A partnership with West Australian Ballet offers ample opportunities for networking, to connect with diverse audiences, as well as giving a unique and compelling insight into the creative arts.
The significance of philanthropy to West Australian Ballet beyond the stage cannot be understated. Comprising almost 20% of the total income in 2021, the support provided by patrons unlocks new creative possibilities and ensures a bright future for the Company. No matter how big or small, every donation keeps dancers ‘en pointe’, brings artistic visions to life and spreads the joy of dance throughout the community and beyond.
In the aftermath of the pandemic, philanthropic support increased by 44%, with several new donors opting to donate the cost of their tickets back to the Company. Participating in philanthropic activities, such as volunteering and donating, encourages people to see themselves as being part of something bigger and provides them with a sense of contributing to the social and cultural well-being of the wider community.
Given its ability to focus on a unique cultural experience, West Australian Ballet is uniquely positioned to continue providing truly meaningful partnerships into the future. To find out more about Corporate Partnership opportunities with West Australian Ballet, visit their website here.
