Interview Partnerships and Society

Q-Park and Sheffield Theatres nominated for the Arts & Business Awards

The Arts & Business Awards, sponsored by Jaguar Land Rover, are awarded in Great Britain to outstanding partnerships between the commercial and the cultural sector.

The joint venture between Sheffield Theatres and Q-Park earned a spot in the top five nominees in the category A&B Sponsoring Award (under EUR 10,000). It was recognised as a fantastic example of how the arts can be used in an innovative way to strengthen the appeal of the brand and the marketing activities of the collaborating company.

Dan Bate, Chief Executive of Sheffield Theatres says: “We are very pleased that our long-term partnership with Q-Park has earned a place on the shortlist for the Arts & Business Award. We have been happily working together closely for six years. We are proud of this partnership because it not only benefits our audience, it also provides us with valuable support to create jobs. Work that is suitable and accessible for all kinds of people from our community. It is great that this joint venture is getting national recognition.”

The chair of the jury in this category, Jane Powell, who in her day-job is head of marketing at Barclays: “The diversity in the shortlist shows that you don't have to be a large multinational company or invest large amounts to realise something really special. Cooperation that provides actual benefits for both parties: Q-Park and Sheffield Theatres proves that it's possible.”

Adam Bidder, Managing Director Q-Park UK: “Our partnership has proven successful. Both parties have worked hard to offer theatregoers safe and secure parking facilities. Now we can attract even more visitors to the city.”