About us

Giddy Up connects your business with the best community partner(s) for you. We utilise UN Sustainability Development Goals, giving information by industry by cause and documents that we tailor to your situation.

We deploy Artists / Producers to deliver ESG outcomes, address wellness, add innovation in new team combinations, improve stakeholder engagement and community impact all encapsulated within your authentic company story.

Our three phase process is to:

1. Focus in depth on your business including its Purpose and Values, then

2. Match an appropriate community partner to you, and finally

3. Embed and communicate the learnings through an ongoing creative process.

We believe that doing good underpins doing well and welcome you to review our articles and get in touch.


Who are we?

Giddy Up was founded by Brian Steele, from Shoreline Partners, a boutique advisory firm for digital and creative companies. Brian has been active with theatre through over ten years of sponsorship and promoting good governance.

As Shoreline Partners Executive Director, Brian Steele provides business advisory services in New Zealand and off-shore. He also performs Board of Director roles in the Arts, Education, Technology and Iwi sectors.

Brian’s goal is to encourage corporates/businesses to partner with community arts, sports and other activities. He also wants to help people running performance arts events become more confident in their engagement with business.


“Both customers and employees are wanting experiences and a sense of belonging. As a business you need not only to care, but to demonstrate that you care. By caring consistently, you get great rewards. I have been rewarded richly in a way that far exceeds any dollars I have put on a cheque. You’re missing out if you don’t.”

Superior business performance is underpinned by innovation and creative thinking. When a business and for purpose organisation form partnerships, creative thinking transforms both organsations.

We want to work closely with you to understand what makes you and your company special. Through market intelligence we strategically link you with inspiring community partners who live your values and inspire your audience.

From establishing strategic fit, we believe that marketing budgets can then be used more creatively to entertain and engage with potential customers.

Our knowledge, connections and ‘know-how’ combined with practiced processes cut through the white noise of advertising. Inspiration often comes from and involves your employees and makes reaching potential customers easier and more rewarding.

Our mission is to support great businesses and partner them with great community groups from the arts to sports to charities to form transformational partnerships.

We share successful partnership stories with an article a month showcasing brands, for purpose organisations and connectors.


Our team


Brian Steele

Connections Manager

Brian has a background in strategic planning, corporate finance and governance. He has worked in Europe, Asia and New Zealand.

His interests in the community involves sponsorship of the Arts including Circa Theatre since 2005, involvement with Music promotion, plus Governance roles in the Literary, Cricket and Film sectors. He set up www.giddyup.net.nz in 2017 to link business to strategically aligned community partners.

Brian holds Degrees in Commerce & Administration and the Arts from Victoria University, Wellington. He was a CA member of the New Zealand Institute of Chartered Accountants from 1994 - 2014.


Angela Green


Angela is currently the Head of Programming at the New Zealand Festival in Wellington.

She is an experienced arts producer, working across producing and programming roles at the Auckland Arts Festival, Q Theatre and A Slightly Isolated Dog. She is committed to working towards a vibrant and sustainable performing arts culture in New Zealand and promoting creativity as a valued attribute in all areas of society and business.

She completed a Masters of Business Administration at the University of Auckland Graduate School of Business in 2018 and is a 2012 alumni of Leadership New Zealand.


Gus Sharp            


Gus is an arts professional, coming from a Corporate law background.

Gus is solutions-focused, analytical and enjoys finding ways of bringing organisations and projects together. Gus is currently the Chief Executive of the Creative Capital Arts Trust, a Wellington-based arts trust that delivers accessible arts events.

Gus has a sharp eye for business development and a great love of the outdoors.