NAPA VALLEY. January 29, 2010. Nonprofit arts and culture are a significant industry in Napa County -- contributing $32.6 million in local economic activity -- consisting of $17.4 million directly from nonprofit arts and culture organizations, $13.4 million in event-related spending by their audiences, and an additional $1.8 million from individual artists. Non-profit arts and culture support 966 full-time equivalent jobs, generate $17.3 million in household income to local residents, and deliver $3.6 million in local and state government revenue.
The key lesson from the report is that communities that invest in the arts reap the additional benefit of jobs, economic growth, and a quality of life that positions those communities to compete in our 21st century creative economy. Arts and culture are magnets for tourists, and tourism research repeatedly shows that cultural travelers stay longer and spend more. Whether serving the local community or out-of-town visitors, a vibrant arts and culture industry helps local businesses thrive.
Arts Council Napa Valley (ACNV) Board Chair Harry Price who today announced the study results, said, "Most of us appreciate the great benefits of the arts in our community, but how many of us realize that the arts are good for business as well? This economic impact study sends a strong signal that when we support the arts, we not only enhance our quality of life, but we also invest in Napa County's economic well-being."
An excellent illustration of this economic benefit is found in ACNV's annual Open Studios event. Last September, the program attracted an estimated 7,000 visitors, at least a third of which were from out of the area. Art sales brought roughly $175,000 into Napa County's economy in just two weekends, but not only does the artist receive income, the event brings additional revenue to stimulate our local economy. Half of the 88 artists partnered with wineries or resorts for their exhibitions---thus bringing in additional wine sales and resort/hotel traffic --- plus additional income went to restaurants, shops, grocery stores, small businesses, service providers, other entertainment venues, etc., thus putting money directly into the pockets of our community.
At the request of Napa County through the County's Cultural Plan funding, ACNV served as project partner for the study with Washington D.C.-based Americans for the Arts, the nation's leading nonprofit organization for advancing the arts in America. ACNV gathered data from every arts organization in the county and 100 working artists; then economists from the Georgia Institute of Technology customized input-output analysis models to provide specific and reliable economic impact data. The report was one of 156 studies done in cities, counties and regions in every state in the country. According to the report, nationally the nonprofit arts sector generates $162 billion in economic activity every year, $63.1 billion in spending by organizations and an additional $103.1 billion in event-related spending by audiences. This activity also supports 5.7 million jobs and generates nearly $30 billion in revenue to local, state and federal governments every year. This provides a sharp contrast to what all three levels of government spend to support arts and culture---less than $4 billion annually. This results in a 7:1 return on investment and illustrates the false choice that is perpetuated when business and elected leaders believe they must choose between supporting the arts and stimulating economic prosperity.
This year, ACNV celebrates its 30th anniversary as a catalyst for elevating the role of the arts in Napa Valley and ensuring a thriving and diverse creative community. In 2006, working closely with the Napa Valley Community Foundation, ACNV administered the creation of the Napa County Cultural Plan and is implementing the plan's goals: effective awareness of the arts, increased cultural tourism to bolster the local economy, expanded arts education inside and outside the schools, and effective arts public policies. ACNV is supported by generous contributions from our community. All county residents are encouraged to become members. Go to www.artscouncilnapavalley.org. Members who wish to receive a copy of the report should send a request to info [at] artscouncilnapavalley.org.
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