Sheffield Theatres and Q-Park - Partners in Success

8th April 2014

Sheffield Theatres and Q-Park have been shortlisted for their outstanding partnership in this year's Arts & Business Awards (in partnership with Jaguar Land Rover).

The partnership has been recognised as one of the top five within the 'A&B Sponsorship Award (below 10k)' category. The panel identified the Sheffield Theatres and Q-Park relationship as a great example of the innovative use of the arts to reinforce the branding and marketing activity of a business. Dan Bates, Chief Executive of Sheffield Theatres commented: 'We are delighted that Sheffield Theatres' long-standing partnership with Q-Park has been shortlisted for an Arts and Business Award. It has been a pleasure to work closely with Q-Park over the last 6 years and we are proud that the partnership not only benefits our audiences, but also provides valuable support, enabling Sheffield Theatres to create work that reflects and is accessible to our many diverse communities. We are lucky to work with several loyal and committed corporate supporters and it is wonderful that this particular partnership has received national recognition.' Jane Powell, Chair of the Sponsorship (below 10k) judging panel and Head of Marketing at Barclays, said of the shortlisted partnerships: "A fantastically wide range of partnerships exhibited in the shortlist, really showing that you don't have to be a major corporate or have a big investment in order to do some really exciting work. Collaborative work that brings genuine benefits to both sides." The collaboration between Q-Park and Sheffield Theatres demonstrates just that. Adam Bidder, Managing Director of Q-Park added: "Our partnership with Sheffield Theatres has proven to be an extremely successful collaboration and we are delighted to have been shortlisted for the A&B Sponsorship Award. Both parties have worked hard to offer audience members a safe and secure parking solution and as our relationship with Sheffield Theatres continues to grow, we look forward to promoting both businesses and attracting more visitors into the city." The Arts & Business Awards in partnership with Jaguar Land Rover celebrate the finest partnerships between the commercial and cultural sectors. This year, over 100 partnerships entered across the 8 award categories. Jonathan Tuchner, Deputy Director of Arts & Business, added: "At this time of rebirth and reassessment for many businesses and many arts bodies, the short-list for the 35th Arts & Business Awards is the most important in our history. The partnerships show that the arts continue to have a dramatic effect in improving business performance, inspiring employees and benefiting the wider community. We must be wary to never sideline the arts as an irrelevance to business or society, whatever the economic climate." The panel of judges have chosen the best current examples of cultural organisations engaging with companies. Sheffield Theatres and Q-Park are nominated in the 'A&B Sponsorship Award (below 10k)' category alongside Bristol Water & Bristol Festival of Nature, Ellisons & Birmingham Repertory Theatre, Fellows Auctioneers & Herbert Art Gallery & Museum (Culture Coventry), Waterloo Quarter & Fantasy High Street. The ceremony for the 35th Arts & Business Awards in partnership with Jaguar Land Rover will take place on the 21st May at BFI Southbank.

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