FIRMS are being tempted by awards to get involved in the arts and help regenerate the county. Arts are increasingly seen as crucial to economic revival and on November 27, Arts and Business South East is presenting New Partners awards to several companies at a reception hosted by Saga.

There are plans for similar events in other parts of the county, notably Medway and North Kent.

The awards are designed to persuade more businesses that arts activities such as new galleries, sculptures appearing by the roadside in Ashford, community plays performed in Sheppey and opportunities to take part in arts workshops, poetry recitals and even a Glyndebourne opera, boost an area's image and self-esteem.

"We are no longer in the situation where the arts are seen as irrelevant to issues such as economic and social regeneration," says John Brazier, head of cultural development for Kent County Council. "We now have yardsticks to judge their ability to influence these agendas, both in this country - Salford, Gateshead - and abroad, Barcelona, Bilbao."

Arts regeneration projects in Canterbury city centre and the Horsebridge development in Whitstable have been funded by a partnership of local authorities and government.

But Arts and Business South East says that private sector sponsorship is also vital. Larger companies such as Pfizer in Sandwich and Saga in Folkestone are already involved in arts activity.

Saga plays a leading role in the "creative quarter" regeneration project in Folkestone, with staff getting involved with the town's annual Chari Vari Festival.

Lesley Wake, director of Arts and Business South East appealed to smaller firms to get involved too. "The arts can offer business brand-awareness in new marketplaces and enhance corporate citizenship," she said.

Arts and Business offers cash incentives to encourage such partnerships. A business supporting the arts in a new project or initiative can apply for government funding to enrich or extend the partnership from the Arts and Business New Partners scheme.

Any company interested in finding out more is invited to the event on November 27. More details from Jessica Stockford at Arts and Business South East on 01273 738333.