It could become the most exclusive cultural club in town - but it could also play a key role in funding the arts in years to come.
Some of Britain's leading wealth creators are being invited to join Culture House, a networking and advisory service that will provide a privileged programme of arts events and performances.
In return, they will be urged to form philanthropic relationships with arts organisations that are competing for resources.
The scheme is the brainchild of Arts & Business, which helps businesses sponsor the arts and is turning its attention to individual donors rather than corporate interests.
Membership is by invitation only and will be limited to 100 individuals. They will pay £2,000 a year - £3,000 for a couple - to receive a "tailored service" covering advice on how to donateeffectively - and tax efficiently - to British cultural life.
Colin Tweedy, the chief executive of Arts & Business, said that the change in emphasis in its activities reflected the changing nature of wealth creation.
"Wealth that was once created and held by companies now sits with individuals, whether it is as a result of exceptional city bonuses or the rise of private equity," he said.
Individual giving was a key growth area for the arts, standing at £262.4m for 2005-06, almost half of the £529.5m total of private investment in the arts.
Mr Tweedy said that Culture House members would be drawn from the same pool of "cash-rich, time-poor" business figures who attend art fairs such as Frieze or Art Basel but who did not always know how to give. Arts & Business has produced an online tax guide to encourage potential donors.
But he also warned that the new generation of wealthy arts lovers was anxious to become more involved in the projects that it supported. "A lot of the new money is very hands-on. These are people who want to make a difference. They are venture philanthropists."
The dangers were that some of them would set up their own institutions, such as Francois Pinault's two contemporary art spaces in Venice, and Elton John's planned museum of photography, rather than support existing institutions, he said.
Another area that is encouraging private money to flow is "cultural master-planning", in which property developments contain cultural elements, such as sculpture parks.
"The developers realise that using artists is a way of adding value to the sites," said Mr Tweedy. "They are not doing it for culture's sake, they are doing it to make more money."
He said research by the US economist Richard Florida had made the case for the attractiveness of "bohemian" communities, which made the areas in which they lived prosperous.
Another challenging area for Arts & Business was in spreading private investment outside London, which consumed 87.7 per cent of private funding.
"We need to reach the people who have their second homes, or their roots, in areas outside the capital," he said. The organisation was considering making pitches on trains from London to metropolitan centres.
"We have to think creatively about how to reach out to them. They have all been blogged and e-mailed to death."
它可能成为伦敦城里最高档的文化俱乐部，但可能也会在未来几年在艺术品赞助方面扮演关键角色。
英国一些首屈一指的财富创造者正受邀加入"文化俱乐部"(Culture House)，这是一项人脉交际和顾问服务，将向他们提供有关艺术活动和表演的专享计划。
反过来，俱乐部将要求他们与正在争夺资源的艺术组织建立慈善关系。
这个计划是Arts & Business的创意。该机构帮助企业提供艺术品赞助，目前它正将注意力转向个人捐赠者，而非企业的兴趣。
该俱乐部的会员资格仅来自邀请，会员人数将限制在100人。要想获得包括如何对英国文化生活进行有效捐赠建议（和节税建议）的"定制服务"，会员每年需缴纳2000英镑的会费（一对夫妇缴纳3000英镑）。
Arts & Business首席执行官科林•特威迪(Colin Tweedy)表示，其业务活动重点的改变，反映了财富创造不断变化的本质。
他表示："财富以前是由企业创造和持有的，而现在是个人，无论这是来自异常丰厚的金融城奖金，抑或是私人股本兴起的结果。"
个人捐赠是艺术品的一个关键增长领域。2005至2006年，个人捐赠达到2.624亿英镑，几乎是5.295亿英镑艺术品私人投资总额的一半。
特威迪表示，文化俱乐部会员将从"有钱没时间"的商业人士中选取，他们会参加斐列兹(Frieze)或巴塞尔(Art Basel)等艺术博览会，但并不总是知道如何捐赠。Arts & Business制作了一个网上纳税指南，用来鼓励潜在捐赠人。
不过，他警告称，新一代富有的艺术品爱好者热切希望更多地参与他们所资助的项目。"许多新资金有很强的参与意识。这些人希望改变世界。他们是风险慈善家。"
他表示，危险在于，其中一些人会成立自己的机构，而不是支持现有的机构。比如弗朗索瓦•皮诺(Fran?ois Pinault)在威尼斯的两家当代艺术馆，还有埃尔顿•约翰(Elton John)拟建的摄影博物馆。
另一个促进私人资金流入的领域是"文化性总体规划"。在这类规划中，地产开发包含文化因素，比如雕塑公园。
"开发商意识到，利用艺术家是给这些场所增值的一种方式，"特威迪指出。"他们这么做不是为了文化，而是为了赚更多的钱。"
他指出，美国经济学家理查德•佛罗里达(Richard Florida)的研究，证明了"波希米亚"群体的吸引力，这些群体让他们生活的地区变得繁华。
对Arts & Business来说，另一个有挑战性的领域是不断向伦敦之外推动私人投资，这占其私人资金投资87.7%。
他表示："我们需要接触到那些在伦敦之外有第二处房产或落脚地的人。"这个组织正考虑在从伦敦到各大中心城市的火车上做宣传。
"在如何联系这些人的问题上，我们必须有创意。他们都已经受够了博客和电子邮件。"
关键字:双语新闻
生词表:
Some of Britain's leading wealth creators are being invited to join Culture House, a networking and advisory service that will provide a privileged programme of arts events and performances.
In return, they will be urged to form philanthropic relationships with arts organisations that are competing for resources.
The scheme is the brainchild of Arts & Business, which helps businesses sponsor the arts and is turning its attention to individual donors rather than corporate interests.
Membership is by invitation only and will be limited to 100 individuals. They will pay £2,000 a year - £3,000 for a couple - to receive a "tailored service" covering advice on how to donateeffectively - and tax efficiently - to British cultural life.
Colin Tweedy, the chief executive of Arts & Business, said that the change in emphasis in its activities reflected the changing nature of wealth creation.
"Wealth that was once created and held by companies now sits with individuals, whether it is as a result of exceptional city bonuses or the rise of private equity," he said.
Individual giving was a key growth area for the arts, standing at £262.4m for 2005-06, almost half of the £529.5m total of private investment in the arts.
Mr Tweedy said that Culture House members would be drawn from the same pool of "cash-rich, time-poor" business figures who attend art fairs such as Frieze or Art Basel but who did not always know how to give. Arts & Business has produced an online tax guide to encourage potential donors.
But he also warned that the new generation of wealthy arts lovers was anxious to become more involved in the projects that it supported. "A lot of the new money is very hands-on. These are people who want to make a difference. They are venture philanthropists."
The dangers were that some of them would set up their own institutions, such as Francois Pinault's two contemporary art spaces in Venice, and Elton John's planned museum of photography, rather than support existing institutions, he said.
Another area that is encouraging private money to flow is "cultural master-planning", in which property developments contain cultural elements, such as sculpture parks.
"The developers realise that using artists is a way of adding value to the sites," said Mr Tweedy. "They are not doing it for culture's sake, they are doing it to make more money."
He said research by the US economist Richard Florida had made the case for the attractiveness of "bohemian" communities, which made the areas in which they lived prosperous.
Another challenging area for Arts & Business was in spreading private investment outside London, which consumed 87.7 per cent of private funding.
"We need to reach the people who have their second homes, or their roots, in areas outside the capital," he said. The organisation was considering making pitches on trains from London to metropolitan centres.
"We have to think creatively about how to reach out to them. They have all been blogged and e-mailed to death."
它可能成为伦敦城里最高档的文化俱乐部，但可能也会在未来几年在艺术品赞助方面扮演关键角色。
英国一些首屈一指的财富创造者正受邀加入"文化俱乐部"(Culture House)，这是一项人脉交际和顾问服务，将向他们提供有关艺术活动和表演的专享计划。
反过来，俱乐部将要求他们与正在争夺资源的艺术组织建立慈善关系。
这个计划是Arts & Business的创意。该机构帮助企业提供艺术品赞助，目前它正将注意力转向个人捐赠者，而非企业的兴趣。
该俱乐部的会员资格仅来自邀请，会员人数将限制在100人。要想获得包括如何对英国文化生活进行有效捐赠建议（和节税建议）的"定制服务"，会员每年需缴纳2000英镑的会费（一对夫妇缴纳3000英镑）。
Arts & Business首席执行官科林•特威迪(Colin Tweedy)表示，其业务活动重点的改变，反映了财富创造不断变化的本质。
他表示："财富以前是由企业创造和持有的，而现在是个人，无论这是来自异常丰厚的金融城奖金，抑或是私人股本兴起的结果。"
个人捐赠是艺术品的一个关键增长领域。2005至2006年，个人捐赠达到2.624亿英镑，几乎是5.295亿英镑艺术品私人投资总额的一半。
特威迪表示，文化俱乐部会员将从"有钱没时间"的商业人士中选取，他们会参加斐列兹(Frieze)或巴塞尔(Art Basel)等艺术博览会，但并不总是知道如何捐赠。Arts & Business制作了一个网上纳税指南，用来鼓励潜在捐赠人。
不过，他警告称，新一代富有的艺术品爱好者热切希望更多地参与他们所资助的项目。"许多新资金有很强的参与意识。这些人希望改变世界。他们是风险慈善家。"
他表示，危险在于，其中一些人会成立自己的机构，而不是支持现有的机构。比如弗朗索瓦•皮诺(Fran?ois Pinault)在威尼斯的两家当代艺术馆，还有埃尔顿•约翰(Elton John)拟建的摄影博物馆。
另一个促进私人资金流入的领域是"文化性总体规划"。在这类规划中，地产开发包含文化因素，比如雕塑公园。
"开发商意识到，利用艺术家是给这些场所增值的一种方式，"特威迪指出。"他们这么做不是为了文化，而是为了赚更多的钱。"
他指出，美国经济学家理查德•佛罗里达(Richard Florida)的研究，证明了"波希米亚"群体的吸引力，这些群体让他们生活的地区变得繁华。
对Arts & Business来说，另一个有挑战性的领域是不断向伦敦之外推动私人投资，这占其私人资金投资87.7%。
他表示："我们需要接触到那些在伦敦之外有第二处房产或落脚地的人。"这个组织正考虑在从伦敦到各大中心城市的火车上做宣传。
"在如何联系这些人的问题上，我们必须有创意。他们都已经受够了博客和电子邮件。"
关键字:双语新闻
生词表:
- privileged [´privilidʒd]
a.有特权的；特许的 六级词汇 - sponsor [´spɔnsə] n.&vt.发起(人) 六级词汇
- effectively [i´fektivli] ad.有效地 六级词汇
- efficiently [i´fiʃəntli] ad.有效地；能胜任地 六级词汇
- exceptional [ik´sepʃənəl] a.异常的，特别的 四级词汇
- frieze [fri:z] n.(墙上的)横饰带 六级词汇
- economist [i´kɔnəmist] n.经济学家；节俭的人 四级词汇
- considering [kən´sidəriŋ] prep.就...而论 四级词汇
- metropolitan [,metrə´pɔlitən] a.大城市的 n.大城市人 四级词汇
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