Company: I. W. Marks Jewelers
Headquarters: Houston, Texas
Industry: Retail Jeweler
Company Size: Small (annual revenues of less than $50 million)
"I believe that what’s good for the arts is good for Houston. And, what’s good
for Houston is, ultimately, good for I. W. Marks Jewelers."
– Irving W. Marks, President
Objectives
To increase name recognition, to attract potential customers, and to enhance
appreciation of the performing arts in the community.
Process
- I.W. Marks Jewelers support of classical music includes sponsoring of
Midnight ‘Til Dawn on a classical music radio station, and supporting the
many initiatives of the Houston Symphony Orchestra (HSO). The company annually
underwrites the printing of symphony tickets and places its name and logo on the
back of each ticket, sponsors HSO concerts and gala opening night balls, and
provides table favors and auction items for fundraising events.
- To further arts education, the company supports the Houston Grand Opera’s
education programs for young audiences, and co-sponsors the Eleanor McCollum
Auditions and Awards, a competition that provides young musicians with training
opportunities.
- Additionally, the company, in collaboration with the Society for Performing Arts
(SPA) — a presenter of international arts programs — developed the I.W. Marks
Dance Master Class Series, which introduces children and adults to the
performing arts through lectures and demonstrations presented by world-class
artists visiting the Houston area. The company also sponsors the SPA’s
Student Series, which provides junior and senior high school students
with free tickets to SPA performances.
Results
Through its support of the arts, I.W. Marks has heightened its presence in the
community, attracted new and repeat customers, and reinforced its image as a
quality jeweler. In addition, the store has increased community awareness of the
arts, which has led to an increase in ticket sales and attendance for the
organizations it supports.
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