Throughout Appalachia and across the United States, rural communities are
seeking to provide opportunities for economic growth on par with their cultural
opportunities and quality of life. Recent authors such as Richard Florida,
(Rise of the Creative Class), have chronicled the success of communities
whose workforce of architects, writers, musicians, painters, craftspeople,
dancers, sculptors, and designers have been elevated by their contributions
to their local economies. Arts and Culture is Worth Billions of Dollars to the U.S. Economy
The impact of cultural arts on communities was established by the 2001 study,
Art and Economic Prosperity[1] that concluded that America's non-profit arts industry generated $134 billion in economic activity every year, including $53.2 billion in spending
by arts organizations, and an additional $80.8 billion in event-related spending
by arts audiences. Non-profit arts grew from $36.8 billion in 1992 to $53.2
billion in 2000—a 45 percent increase.
More significant was the economic impact of event-related spending by non-profit
arts audiences. Attendance at arts events generates related business for hotels,
restaurants, parking garages, and more. According to the study, attendees
at a range of arts events spent an average of $22.87 per session, not including
the price of admission. This spending nationally totaled $80.8 billion of
revenue for local merchants and their communities.
Asheville, North Carolina: An Example of One Community Benefiting from the
Arts
Asheville, North Carolina was one of ninety cities that participated in the
survey. Results indicated that the non-profit arts organizations in Asheville
supported 2,100 full time jobs, generated $5.6 million in local and state
revenue, and spent $14.7 million per year. In addition, arts audiences leveraged
$43.3 million, a contribution totaling $61 million to Asheville's economy.
The Arts Sector Includes For-profits and Creative Workers
In addition to the direct economic contribution of the non-profit arts sector,
a study by the New England Council[2] has broadened the definition of arts sector to include the creative cluster of for-profit businesses, the creative workforce, and the
creative community where the quality of life is directly connected to a high
concentration of creative workers and industries.
Cultural Tourism Influences Traditional Economies
One of the creative economy's major influences on traditional economies is
the growth of cultural tourism, described as "travel directed toward experiencing
the arts, heritage, and special character of place." Cultural tourism
goes beyond attracting new visitors—it attracts "high-value" visitors
that stay longer, spend more, and return often.
How many high-value visitors are there and what do they spend? According
to a 1998 Travel Industry Association of America (TIA) study, 92.4 million
U.S. adult travelers annually included a cultural, arts, heritage, or historic
activity while on a one-way trip over 50 miles. Ninety-four percent of visitors
using HandMade In America's
craft trail guides purchased crafts, and 71 percent spent more than $100 during
their visit. A survey of these studio sites, shops, galleries, and historic
venues indicated a 78 percent increase in sales, with an average increase
of 28 percent.
Despite Economic Data to Support it, Skepticism Remains
About the Strength and Validity of the Creative Economy
Although current economic data indicate the growth and presence of a creative
economy, skepticism about its strength and validity remain. This skepticism
was noted in a study, "The Arts and Culture as an Element of Economic Development
Policy: An Integral View," by the National Governors Association Center
for Best Practices. A systemic approach to the development of a "creative"
economy and a need to understand its influences on daily behavior is lacking.
Several of these influences include:
- The sale of goods and services to residents through media (film and television),
direct production (theatre and music industry) and tourism.
- Direct input into the design and content of manufactured products such
as furniture, automotive, and household products.
- Influence on quality of life as a part of community or required amenities
that influence the choice of residential locations.
2002 Conference in Asheville, North Carolina,
Addressed the Potential of Creative Economies
More than 300 people gathered in Asheville, North
Carolina, in April 2002 to attend the conference, "Building Creative Economies:
The Arts, Entrepreneurship, and Sustainable Development in Appalachia." The
conference was intended to increase the recognition of the arts as a factor
in economic development, encourage more entrepreneurial activities by artists
and art organizations, and increase their access to economic development funding.
Recommendations for the Arts to be Considered an Integral
Part of the Economy
Several recommendations from the conference point to a need for the arts
to be considered an important and integral part of every community's economy.
Recommendations include:
- Integrating the arts into community economic development plans
- Engaging artists in planning
- Providing technical assistance
- Stimulating cultural tourism
Complete conference findings (PDF)
In addition, governmental and education systems need to establish stronger
support systems for the arts that include arts incubators, apprenticeships,
design centers, and educational training that includes business and marketing
skills and performance skills.
With this support, arts and culture can continue to add value to the nation's
economy.
This article was contributed by Becky Anderson of Handmade In America, located in Asheville, North Carolina.
Footnotes
[1] Study conducted
by the by the national non-profit Americans for the Arts.
[2] "The Creative
Economy Initiative: the Role of the Arts and Culture in New England's Economic
Competitiveness," conducted by the New England Council.
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