As the advertising world becomes more cluttered, it makes a difference for them to stand out and really connect with the consumers. Sponsorship in the arts is a way to connect with the customers on more of an emotional and visceral level.

Historically, they've gone after donations kind of hat in hand and they've realized that they've got to compete with these people.

Five years ago, [these companies] wouldn't have been sponsoring events. Today, they are doing quite a bit and they really have to because of the competitive nature of what they are doing.

Arts programs have become a lot more savvy about packaging their opportunities. They've taken a cue from sports and that's been the driver.

For a long time, because it goes against the message that the advertising world sends to you, they were ashamed they didn't have the coolest clothes, the coolest cars, couldn't afford to go here, buy this and do that. I think we finally all got together and went, 'You know what? We like being this way.'

The more senses you engage, the better the advertising. The outdoor digital world has changed substantially. It's new to the industry as a whole.