ABSTRACT
This chapter describes the settings of the arts field and the dichotomy of the business and arts. Private cultural centers need to be involved in the region’s networks connected to culture. Not only culture is stressed but also business as the centers aims to get earnings through business. The implications seem to be among other that exposure to art positively effects profitability and marketing skills, both internal and external company relationships and the development of organizational culture and leadership. All in all, it seems as if there is a quite good balance between arts and business, being true to the mission while still displaying a distinct pioneer mindset. As with making money on arts, that is the business of arts, it seems as if many European centers have a good variety of revenues and only a 20% share of contributed income of their total income – the rest is earned.
