Richard Greer: Why the arts can help build a future for us all

They range from our four national museums – rail, media, mining and the Royal Armouries – to numerous theatres, art galleries, and heritage sites. Yorkshire is also home to a vast array of performing arts and music organisations, with many of international standing, such as Opera North, Northern Ballet, Huddersfield Choral Society and the Leeds Piano Competition.

But as public spending cuts begin to bite, the arts world, like most sectors, is apprehensive about future funding. The Government and many arts bodies are looking to private individuals and big businesses for greater level of involvement. The Department of Culture, Media and Sport's four year vision aims to "boost the Big Society by encouraging philanthropic giving".

The whys and wherefores of the Big Society and philanthropy are topics for others to debate. My focus as a director of Arup is not philanthropy, but activities that make good business sense.

In Leeds, Arup is probably best known as a long term supporter of the Northern Art Prize, Leeds' ever-growing partner to the Turner Prize and the pre-eminent showcase for contemporary art in the North. We also have an ongoing relationship with many other arts events – such as Light Night, the biggest event of its kind in the country, as well as individual artists and their work.

Arup is also known for shaping and designing key venues in the region such as the planned Leeds Arena, Hull Truck Theatre, the refurbishment of Sheffield City Hall and the New Performance Venue in Doncaster.

Contrary to appearances, this interest isn't philanthropy. In parallel with our passion for arts and culture there is a business case behind each arts project.

Two underlying fundamentals of our local long-term business strategy are that as the city prospers, the business community will do the same. Similarly, when firms engage and work in partnership with others in the city to drive success, the more we will commercially benefit from this.

So how does this link to supporting arts and culture? Our view is that a strong, vibrant and diverse cultural sector is vital to the success of Leeds. It attracts new residents, tempts them to stay, and also drives tourism. There are wider socio-economic benefits for our hotels and restaurants. It creates a national and international profile for the city.

The arts are a driver for education in every sense; providing an access route for seldom-heard community groups. They also play a part in reinforcing civic pride and reinforcing confidence, which in turns helps secure the economic development.

We can all hear the finance director's response. "That's a nice vision but it's fluffy; where is the measurable return on investment?"

It's the right question particularly in this economic climate. From personal experience, I know that Arup has seen many tangible short, medium and long-term returns and benefits.

Involvement in the arts helps our profile. It projects our brand, pushes us into markets where our name isn't necessarily familiar, and increases awareness of Arup in the city and beyond. Needless to say there are benefits internally at Arup.

Secondly, and most importantly, involvement in arts and culture provides business development opportunities. There is very active networking at events and our involvement provides an unparalleled opportunity to engage with the public and third sectors. This paves the way to develop the partnerships that will support and maintain economic growth over the next few years.

The events are an exciting way of engaging with clients; allowing them access to a wide influential network and to business development opportunities.

Additionally, the draw of arts and cultural events often provides the opportunity to meet the city leadership and organisations from outside the city. Leeds City Council is one of the principal drivers of arts and culture in the city, but sustaining the momentum, to our collective benefit, needs the support of the private sector.

Finally, there's another reason to get involved: its fun!

We were convinced of the benefits in 2006 when we attended the launch of the Northern Art Prize. Now that our association is in its fifth year, we remain passionate and committed to it.

With the drive of the prize's director, its supporters and the enthusiasm of the art community, the prize has gone from strength to strength. It is now recognised nationally, bringing recognition for the city and its supporters.

The Northern Arts Prize is now being judged and the 2010 winner will be announced in January. Details of the nominations can be found at www.northartprize.org.uk