Q&A-Nerenhausen / Broward Center: culture, community and commerce meet at Broward Center

South Florida CEO, March, 2005

Mark Nerenhausen, president and CEO of the Broward Center for the Performing Arts, is on a mission. That mission ties together culture, community and commerce to reveal the comprehensive value of the performing arts to South Florida--beyond the ways that they improve lifestyle and attract creative individuals to the community. Nerenhausen discusses how the arts impact economic development.

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Q: What is the role of the arts in the community?

Nerenhausen: The arts are a very powerful means to a much larger end. Our mission doesn't end when the curtain drops and people leap to their feet in applause. My job is to answer the "so what?" question for the folks who weren't in the audience. Why should they care? How does the fact that the Broward Center attracts 700,000 people a year and draws international attention connect with the rest of the community? We want this first-class venue to have a meaningful impact on the community above and beyond the impact it has on a particular audience. We want to do that in an intentional, deliberate and accountable way.

Q: How does Focus Brazil fit into that theory?

Nerenhausen: This is how we are connecting the North American premier of Jobim Sinfonico, featuring the orchestrated works of Brazil's most famous composer, with the larger issue of economic development. Fort Lauderdale is home to the North American headquarters of Brazilian companies like Embraer, the third-largest aircraft manufacturer in the world. We wanted to make the community aware of the Brazilian businesses that are here and that led us to the idea of this trade forum.

Q: How can supporting Broward Center help businesses in their core mission of revenue generation?

Nerenhausen: Quality of life affects every business. You can't generate revenue unless you have good employees, and good employees need places to go when they are not at work. So every business has a direct revenue stake in making sure that there is a positive quality of life in the community. Quality of life has direct value in terms of attracting employees that may be moving from a major metropolitan area.

The Broward Center shows them that we do have a sophisticated, well-rounded lifestyle here. It's not just about the beaches. Quality of life also affects employee retention. It offers a great opportunity to provide benefits to employees, through free or highly discounted tickets to Broward Center events. All these things directly impact a company's ability to generate revenue.