When the San Diego Natural History Museum recently received a transformative $10 million gift from Dr. Irwin Jacobs, the community celebrated not only the establishment of the Joan and Irwin Jacobs Center for Science and Conservation, but also something deeper: a model for the kind of future-focused investment that reshapes cities.
“This landmark gift is an investment in our science and in the future of our region,” said Judy Gradwohl, the museum’s president and CEO. She’s right. This isn’t simply generosity—it’s vision.
What makes this donation extraordinary isn’t just its size, but the values it represents. Irwin Jacobs, co-founder of Qualcomm and one of San Diego’s most influential civic figures, has consistently demonstrated that giving back is not about charity — it’s about building community. He and his wife Joan have redefined what it means to be philanthropists, showing that strategic support of culture, science, and the arts can serve as the foundation for an innovative, thriving region.
Giving to the arts is smart business
In today’s corporate world, businesses are no longer judged solely by profit margins or market share. Increasingly, companies are evaluated by their ethics, community involvement, and social responsibility. Supporting the arts isn’t merely a “feel-good” move — it’s a smart, strategic one.
Many business leaders agree that the arts are a nice addition to any community, but some still see them as expendable. Irwin Jacobs clearly does not. And he’s not alone — many corporate visionaries understand that authentic cultural engagement creates real value. It strengthens brand identity, builds employee pride, deepens community loyalty, and opens doors to innovation. In short, it’s a competitive advantage.
Unfortunately, not every company sees it this way. For some, supporting the arts is just something to do during profitable years — an optional line item. What remains uncertain is whether the business sector at large truly recognizes arts and cultural integration as a fundamental path to fostering creativity and long-term economic strength.
Creativity isn’t a luxury — it’s a necessity
Business leaders are not oblivious — they understand the importance of innovation. But in the face of quarterly earnings reports and relentless pressure for short-term returns, it can be hard to prioritize investments with long-range payoffs. Arts education, community arts programs, and creative integration in schools are often sidelined simply because their impact isn’t immediately measurable.
But we must connect the dots. If we want a future-ready workforce equipped with the “new thinking skills” essential for the 21st-century economy — skills like adaptability, problem-solving, collaboration, and creativity — then we must begin now. The arts are not just extracurricular activities. They are core components of developing a population that can think beyond the obvious, design bold solutions, and adapt to a rapidly changing global market.
Educators and artists alike must reframe the narrative. It’s not enough to say that arts are “important.” We must demonstrate that they are essential to the new economy. By integrating the arts into education, urban planning, and workforce development, we are not indulging a cultural preference — we are investing in the creative economy.
Building a creative economy starts with community
Cities must act as incubators for this creative economy, and that means laying the groundwork now. It requires investment — not just in technology and infrastructure, but in people. It requires broadband access, innovative education models, and yes, cultural and artistic vitality.
When philanthropists like the Jacobs’s step forward, they do more than fund a building or a program. They invest in a future where citizens are prepared to take ownership of their communities, where the arts are used to activate both sides of the brain, and where the next generation of thinkers, leaders, and creators is being trained to meet global challenges head-on.
Creativity leads to innovation. Innovation leads to economic growth. And economic growth, in today’s world, demands cultural engagement, imaginative thinking, and the kinds of visionary investments that bridge science, art, and business.
Supporting the arts isn’t philanthropy — it’s good business. It’s how we build cities that matter, economies that thrive, and a future that inspires.
John Eger is professor emeritus in the School of Journalism and Media Studies at San Diego State University. Previously, he served as legal assistant to FCC Chairman Dean Burch, telecommunications advisor to President Gerald R. Ford, and Senior Vice President of CBS Worldwide Enterprises.
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