ARTS & ECONOMIC DEVELOPMENT, TOURISM & THRIVING COMMUNITIES
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Arts and culture are essential cornerstones in crafting a sustainable, impactful, and meaningful economic development and tourism strategy for communities of all sizes. They breathe life into our towns and cities, enriching them with unique identities and vibrant atmospheres that attract residents, businesses, and visitors alike. By investing in the arts, communities foster a sense of place and belonging, making them more appealing to an educated workforce and the businesses that seek to employ them. The Southern Arizona Arts and Cultural Alliance's programs build vibrancy while driving tourism, drawing visitors eager to experience the authentic, diverse offerings that only arts and culture can provide. |
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Festivals, public art installations, cultural centers, and artistic performances create memorable experiences that encourage repeat visits and positive word-of-mouth, further boosting the local economy. Moreover, the presence of a thriving arts scene can stimulate the development of related sectors, such as hospitality, retail, and dining, creating a ripple effect of economic benefits.
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Integrating arts and culture into economic development and tourism strategies drives innovation, fosters collaboration, and supports community revitalization. Creative placemaking and cultural asset mapping leverage local resources, enhancing the visitor experience while preserving heritage.
By embracing these assets, communities can achieve sustainable growth, creating resilient and thriving environments for all. |
What is Arts & Economic Prosperity 6?
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Every day, more than 100,000 nonprofit arts and culture organizations in the U.S. are making their communities better places to live and work by beautifying cities, fueling creativity, celebrating diversity, and bringing joy to residents. Like all nonprofits, these organizations have a public purpose: to make their cultural product broadly accessible so everyone can share in these benefits. And, like all nonprofits, they count on financial support from government and the private sector to deliver on that promise. We are in a time, however, when many leaders feel challenged to fund the arts. Shrinking budgets, mandates to prioritize jobs and economic growth, and pressing community development issues make for difficult decision making.
To those leaders, Arts & Economic Prosperity 6 brings a welcome message: when you invest in the arts and culture, you are investing in an industry that strengthens your economy and builds more livable communities. Arts & Economic Prosperity 6 (AEP6) is an economic and social impact study of the nation’s nonprofit arts and culture industry. By every measure, the results are impressive. Nationally, the sector generated $151.7 billion of economic activity in 2022—$73.3 billion in spending by arts and culture organizations and an additional $78.4 billion in event-related expenditures by their audiences. What was the impact of this economic activity? It supported 2.6 million jobs, provided $101 billion in personal income to residents, and generated $29.1 billion in tax revenue to local, state, and federal governments. Investment in the nonprofit arts and culture industry builds the communities where people want to live and work. It is where entrepreneurs and creative economy businesses are launched and where nighttime economies flourish. When we prioritize diverse cultural expressions and traditions, it nurtures social connections, promotes community pride and identity, and boosts tourism by providing the authentic experiences that draw visitors to the community. If visitors have a positive experience, it may become a place to work—and ultimately one in which to live. Creating livable communities is economic development. |
Geographic Definition of RegionPima County in Arizona
Estimated Population 1,047,279 Total Spending by Arts and Culture Organizations $113,298,676 Total Spending by Arts Audiences $137,983,553 Total Spending by the entire Nonprofit Arts and Culture Industry $251,282,229 
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KEY TAKEAWAYS FOR PIMA COUNTY
- Arts & Economic Prosperity 6 (AEP6) is an economic and social impact study of the nonprofit arts and culture industry. In Pima County, the sector generated $251.3 million in economic activity during 2022—$113.3 million in spending by arts and culture organizations and an additional $138.0 million in event-related expenditures by their audiences. That economic activity supported 4,650 jobs, provided $151.2 million in personal income to residents, and generated $45.6 million in tax revenue to local, state, and federal governments.
- Nonprofit arts and culture organizations are businesses. They employ people locally, purchase supplies and services from nearby businesses, and engage in the marketing and promotion of their cities and regions. Their very act of doing business—creating, presenting, exhibiting, engaging—has a positive economic impact and improves community well-being. In Pima County, nonprofit arts and culture organizations spent an estimated $$113.3 million which supported 2,823 jobs and generated $24.7 million in local, state, and federal government revenue.
- Arts and culture drives commerce to local businesses. When people attend a cultural event, they often make an outing of it—dining at a restaurant, paying for parking or public transportation, enjoying dessert after the show, and returning home to pay for child or pet care. Overall, in Pima County, attendees spend $36.01 per person per event, beyond the cost of admission. These dollars represent vital income for local merchants and a value-add with which few industries can compete.
- Arts and culture strengthens the visitor economy. In Pima County, 17.5% of attendees are nonlocal visitors who traveled from outside Pima County; they spend an average of $66.45. Additionally, 65.4% of nonlocal attendees reported that the primary purpose of their visit was specifically to attend the performance, event, exhibit, venue, or facility where they were surveyed.
- A vibrant arts and culture community keeps local residents—and their discretionary dollars—in the community. When attendees were asked what they would have done if the event where they were surveyed had not been available, 40.4% of attendees who live in Pima County said they would have “traveled to a different community to attend a similar arts or cultural activity.”
- Arts and culture organizations contribute to community pride in Pima County.
- 88.6% of arts and culture attendees agree that the activity or venue where they were surveyed “is inspiring a sense of pride in this neighborhood or community.”
- 86.4% agree that “I would feel a great sense of loss if this activity or venue were no longer available.”
- 83.9% agree that the venue or facility where they were surveyed is “an important pillar for me within my community.”
BACKGROUND
Americans for the Arts conducted AEP6 to document the economic and social benefits of the nation’s nonprofit arts and culture industry. The study was conducted in 373 diverse communities and regions across the country, representing all 50 states and Puerto Rico. The Southern Arizona Arts and Cultural Alliance joined the study on behalf of Pima County. For additional information including the national report, summaries for the 373 communities, an online calculator, and a description of the project methodology, visit www.AEP6.AmericansForTheArts.org.
Surveys of Nonprofit Arts and Culture Organizations
Nationally, detailed information was collected from 16,399 nonprofit arts and culture organizations about their FY2022 expenditures (e.g., labor, local and non-local artists, operations, materials, facilities, and asset acquisition), as well as their event attendance, in-kind contributions, and volunteerism. Surveys were collected from February through July 2023. Some organizations only provided total expenditures and attendance (they are included in the study). Responding organizations had budgets ranging from a low of $0 to a high of $375 million. Response rates for the 373 communities averaged 43.9% and ranged from 5% to 100%. In Pima County, 123 of the 392 total eligible nonprofit arts and culture organizations identified by the Southern Arizona Arts and Cultural Alliance provided the financial and attendance information required for the study analysis—an overall participation rate of 31.4%. It is important to note that each study region’s results are based solely on the survey data collected. No estimates have been made to account for non-respondents. Therefore, the less-than-100 percent response rates suggest an understatement of the economic impact findings.
Surveys of Nonprofit Arts and Culture Audiences
Audience-intercept surveying, a common and accepted research method, was conducted to measure event-related spending by audiences. Attendees were asked to complete a short survey while attending an event. Nationally, a total of 224,677 attendees completed the survey. The randomly selected respondents provided itemized expenditure data on attendance-related activities such as meals, souvenirs, transportation, and lodging, as well as socioeconomic information, ZIP code of primary residence, and four social impact questions. Data was collected from May 2022 through June 2023 at a broad range of both paid and free events. In Pima County, a total of 1,839 valid audience-intercept surveys were collected from attendees to nonprofit arts and culture performances, events, exhibits, and special events during the period from May 2022 through June 2023.
Studying Economic Impact Using Input-Output Analysis
Americans for the Arts uses the IMPLAN platform to create the customized models for each of the 373 study regions. Input-output models calculate the interdependencies between various sectors or industries within a region. This analysis traces how many times a dollar is respent within the local economy before it leaks out, and it quantifies the economic impact of each round of spending. This form of economic analysis is well suited for AEP studies because it can be customized specifically to each participating community, region, or state. To complete this analysis for Pima County, the researchers used the IMPLAN platform to build a customized input-output model based on the unique economic and industrial characteristics of Pima County.
Surveys of Nonprofit Arts and Culture Organizations
Nationally, detailed information was collected from 16,399 nonprofit arts and culture organizations about their FY2022 expenditures (e.g., labor, local and non-local artists, operations, materials, facilities, and asset acquisition), as well as their event attendance, in-kind contributions, and volunteerism. Surveys were collected from February through July 2023. Some organizations only provided total expenditures and attendance (they are included in the study). Responding organizations had budgets ranging from a low of $0 to a high of $375 million. Response rates for the 373 communities averaged 43.9% and ranged from 5% to 100%. In Pima County, 123 of the 392 total eligible nonprofit arts and culture organizations identified by the Southern Arizona Arts and Cultural Alliance provided the financial and attendance information required for the study analysis—an overall participation rate of 31.4%. It is important to note that each study region’s results are based solely on the survey data collected. No estimates have been made to account for non-respondents. Therefore, the less-than-100 percent response rates suggest an understatement of the economic impact findings.
Surveys of Nonprofit Arts and Culture Audiences
Audience-intercept surveying, a common and accepted research method, was conducted to measure event-related spending by audiences. Attendees were asked to complete a short survey while attending an event. Nationally, a total of 224,677 attendees completed the survey. The randomly selected respondents provided itemized expenditure data on attendance-related activities such as meals, souvenirs, transportation, and lodging, as well as socioeconomic information, ZIP code of primary residence, and four social impact questions. Data was collected from May 2022 through June 2023 at a broad range of both paid and free events. In Pima County, a total of 1,839 valid audience-intercept surveys were collected from attendees to nonprofit arts and culture performances, events, exhibits, and special events during the period from May 2022 through June 2023.
Studying Economic Impact Using Input-Output Analysis
Americans for the Arts uses the IMPLAN platform to create the customized models for each of the 373 study regions. Input-output models calculate the interdependencies between various sectors or industries within a region. This analysis traces how many times a dollar is respent within the local economy before it leaks out, and it quantifies the economic impact of each round of spending. This form of economic analysis is well suited for AEP studies because it can be customized specifically to each participating community, region, or state. To complete this analysis for Pima County, the researchers used the IMPLAN platform to build a customized input-output model based on the unique economic and industrial characteristics of Pima County.
About This Study—The Research Methodology
Our national findings are made possible by the data collected from the 373 diverse communities and regions across the country, including 130 cities, 126 counties, 78 multi-county or multi-city regions, 20 states/territories, and 18 cultural districts representing all 50 states and Puerto Rico.
These diverse communities range in population from 4,000 to 4 million and represent rural, suburban, and urban areas. Our national findings are derived from the data from organizations and audiences in these communities. Researchers, with their local and statewide partners, collected surveys from 16,399 organizations and 224,677 attendees to provide a measure of total industry spending.
Americans for the Arts partnered with 297 local, regional, and statewide organizations that represent the 373 study regions. Forty-one research partners represented multiple communities such as both a city and a county.
To participate in AEP6, the 297 local and statewide research partners agreed to four participation criteria.
These diverse communities range in population from 4,000 to 4 million and represent rural, suburban, and urban areas. Our national findings are derived from the data from organizations and audiences in these communities. Researchers, with their local and statewide partners, collected surveys from 16,399 organizations and 224,677 attendees to provide a measure of total industry spending.
Americans for the Arts partnered with 297 local, regional, and statewide organizations that represent the 373 study regions. Forty-one research partners represented multiple communities such as both a city and a county.
To participate in AEP6, the 297 local and statewide research partners agreed to four participation criteria.
This Arts & Economic Prosperity 6 study was conducted by Americans for the Arts to document the economic and social impact of the nation’s nonprofit arts and culture industry. The study focuses on nonprofit arts and culture organizations and their audiences. It excludes spending by individual artists and the for-profit arts and entertainment sector (e.g., Broadway or the motion picture industry).
The study was conducted in 373 diverse communities and regions across the country, representing all 50 states and Puerto Rico. A local or statewide research partner implemented the data collection for each community—a total of 297 research partners represented the 373 participating communities (41 research partners represented multiple communities such as both a city and a county).
The participating communities range in population from 4,000 to 4 million and represent rural, suburban, and urban areas (130 cities, 126 counties, 78 multi-city or multicounty regions, 18 arts districts, and 21 states/territories). Researchers, in collaboration with their local and statewide partners, collected surveys from 16,399 organizations and 224,677 attendees to provide a measure of total industry spending. Using the IMPLAN platform, input-output models were customized for all 373 study regions. These quantitative models measure the economic relationships between hundreds of different industries in each region. Reports were prepared for each of the 373 study regions, and national estimates were made for the nation as a whole.
For this study, economic impact is defined as the following measures:
The study was conducted in 373 diverse communities and regions across the country, representing all 50 states and Puerto Rico. A local or statewide research partner implemented the data collection for each community—a total of 297 research partners represented the 373 participating communities (41 research partners represented multiple communities such as both a city and a county).
The participating communities range in population from 4,000 to 4 million and represent rural, suburban, and urban areas (130 cities, 126 counties, 78 multi-city or multicounty regions, 18 arts districts, and 21 states/territories). Researchers, in collaboration with their local and statewide partners, collected surveys from 16,399 organizations and 224,677 attendees to provide a measure of total industry spending. Using the IMPLAN platform, input-output models were customized for all 373 study regions. These quantitative models measure the economic relationships between hundreds of different industries in each region. Reports were prepared for each of the 373 study regions, and national estimates were made for the nation as a whole.
For this study, economic impact is defined as the following measures:
- Jobs is a total figure of people employed (full-time, part-time, and seasonal employment jobs).
- Resident household income includes salaries, wages, and entrepreneurial income paid to residents. It is the money individuals earn personally and then use to pay for food, mortgages, and other living expenses.
- Tax revenue to local, state, and federal governments includes revenue from taxes (e.g., income, property, or sales), as well as funds from licenses, filing fees, and other similar sources.
The 297 Local, Regional, and Statewide Study Partners
Americans for the Arts published a “Call for Participants” seeking local, regional, and statewide organizations interested in participating in the Arts & Economic Prosperity 6 study on behalf of their communities. Of the more than 400 organizations that expressed interest, 297 agreed to participate and complete four participation criteria: 1) identify and code the comprehensive universe of nonprofit arts and culture organizations located in their community; 2) assist with the collection of detailed financial and attendance information from those organizations; 3) conduct audience-intercept surveys at a broad, representative sample of culture events that take place in their study region; and 4) pay a modest costsharing fee. No community was refused participation for an inability to pay the cost-sharing fee.
Americans for the Arts published a “Call for Participants” seeking local, regional, and statewide organizations interested in participating in the Arts & Economic Prosperity 6 study on behalf of their communities. Of the more than 400 organizations that expressed interest, 297 agreed to participate and complete four participation criteria: 1) identify and code the comprehensive universe of nonprofit arts and culture organizations located in their community; 2) assist with the collection of detailed financial and attendance information from those organizations; 3) conduct audience-intercept surveys at a broad, representative sample of culture events that take place in their study region; and 4) pay a modest costsharing fee. No community was refused participation for an inability to pay the cost-sharing fee.