State to State, Business to Culture, focus '05 Brazil: Broward Center uses Culture to promote trade

South Florida CEO, March, 2005

"When we were first offered the opportunity to present the North American premiere of Jobim Sinfonico, we knew this event would be extraordinary," recalls Mark Nerenhausen, president and CEO of the Broward Center for the Performing Arts. "But there was no way for us to foresee that is would become this extraordinary."

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Jobim Sinfonico is an orchestral tribute to Brazil's Antonio Carlos Jobim, who wrote "Girl From Ipanema." The Broward Center is hosting the North American premiere of his works, which were adapted for orchestra by his son, Paulo Jobim, and arranged by Brazilian arranger and composer Mario Adnet.

Arranging to premiere the Sinfonico in North America led to the development of "State to State, Business to Culture," a weeklong event featuring a two-day forum on trade between Brazil and Florida. A powerful delegation of business and government leaders from Sao Paulo will attend free community education programs and a Brazil business dinner. The whole will be capped off with a performance of the Sinfonico.

"The idea is that culture plays a role in business relationships. When people attend an event with much more of a social feel, it's unscripted time for business to get done. When you understand culture, doors open for you," says Teri Freitas Gorman, the Broward Center's vice president of external affairs.

The idea that performing arts centers contribute to a region's economic development is not a new one. In fact, one of the first tactics employed by city planners seeking to redevelop blighted urban areas is to build a performing arts center there. The idea of the creative economy is no longer new either, as cities compete for members of the "creative class" in an effort to bolster the local economy. What is new, however, is the Broward Center's upside-down approach to its mission, which says the organization should proactively use the arts to positively impact the local economy.

"Traditionally, the arts have asked the question, 'How can the business community support us?' We turned it around and asked the question, 'How can we support the business community?' And one of the answers we came up with was the State to State, Business to Culture initiative," Nerenhausen says. "International trade is becoming more and more important to this region, and what better role for the arts than to build a cultural bridge to other countries? Shared cultural experiences can lead to better relationships and that helps to facilitate more business development."

Since Nerenhausen started working at the center in 1998, it has expanded its programming to serve the interests of the area's rapidly growing international and multicultural population. In October 2000, the center launched the first of its annual Brazil Night concerts, which eventually created a number of other partnership projects with Florida's Brazilian community. The Brazil Nights also won five Brazilian International Press Awards for excellence in Brazilian cultural programming.

"When we first discussed the idea of using culture to promote international trade, it was a bit intimidating because it was such a new way of approaching such an important matter," Freitas Gorman says. "But we realized we had several strong community partners to help us navigate through these untested waters. I think our first phone call went to Mary Arnaud, executive director at the Brazilian-American Chamber of Commerce. She was very optimistic and supportive, and we've maintained that strong level of support from the entire organization every single step of the way."

Broward County Commissioner Diana Wasserman-Rubin, who oversees international relations for the county, agreed to serve as State to State's chairwoman. And then the momentum started to build.

The premise of State to State was the combination of commerce, community, and culture. The Sinfonico provided a solid foundation for a sequence of community enrichment events that would bring the musicians into three different schools prior to the concert: Miami's bilingual Portuguese-English Ada Merritt Elementary School would participate in a lecture demonstration; the high school students at Pompano Beach Institute of International Studies would enjoy a full concert; and students at the University of Miami would participate in a discussion with artistic directors Adnet and Paulo Jobim. In addition, the community would be invited to attend a free dress rehearsal at the Broward Center the day before the concert.

Florida Gov. Jeb Bush's invitation to Sao Paulo Gov. Geraldo Alckmin to attend the State to State business program initiated a series of events that has resulted in one of the most powerful Brazilian business delegations to visit South Florida, including Brazil's ambassador to the US, Roberto P. Abdenur.

"Brazil is an important business and cultural exchange partner in Broward County and all of Florida," Wasserman-Rubin says. "To host Ambassador Abdenur, Governor Alckmin and his delegation is an honor that solidifies the very strong ties that we share with Brazil."