HomeMy WebLinkAboutAmericans for the Arts; 2022-01-28; PSACA-22056CATo request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
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October 25, 2021
Richard Schultz
Cultural Arts Manager
City of Carlsbad Cultural Arts Office
City Library Complex, 1775 Dove Lane (2nd Floor)
Carlsbad, CA 92011
Dear Richard:
Thank you for expressing interest in joining Arts & Economic Prosperity® 6, Americans for the
Arts’ sixth national study of the economic impact of spending by nonprofit arts and cultural
organizations and their audiences. It is our pleasure to invite the City of Carlsbad Cultural
Arts Office to join this study as an OFFICIAL LOCAL PARTNER.
Please read this entire document. It includes an overview of the project, a detailed description of
the responsibilities that we share, important contractual clauses, and a statement of agreement that
warrants and represents that the person signing this Agreement has authority to bind the Cultural
Arts Office into this Agreement. Once this document is filled out entirely by a representative
of the City of Carlsbad Cultural Arts Office and signed by both parties, this will serve as a
contract between Americans for the Arts and the Cultural Arts Office for the period
beginning on the date of signature and ending July 31, 2023.
INTRODUCTION TO ARTS & ECONOMIC PROSPERITY 6
The purpose of this research study is to measure the economic impact of spending by the nation’s
nonprofit arts and cultural organizations and the event-related spending by their audiences during
fiscal year 2022. This new study will build on our five previous national economic impact efforts
(about fiscal years 1992, 2000, 2005, 2010, and 2015) to document in unprecedented scope and
detail the key role played by the nonprofit arts industry in strengthening local and statewide
economies. Our highly regarded research methodology has repeatedly proven to be credible and
trustworthy. Legislators, business leaders, government officials, arts administrators, and the
media regularly use our data to demonstrate the economic power that the arts and culture wield in
their communities. During the past 25 years we have conducted more than 500 economic impact
studies on communities across all 50 states and the District of Columbia—communities ranging
in geography (Alaska to Florida to Maine to Hawaii), population (1,400 to 4 million), and
population density (rural to large urban). We fully anticipate that the AEP6 study will once again
be the largest and most comprehensive research effort of its kind ever conducted.
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BENEFITS: WHY JOIN THIS STUDY AS A LOCAL PARTNER?
The City of Carlsbad Cultural Arts Office will receive valuable benefits and deliverables as a
result of joining the Arts & Economic Prosperity 6 study as a local study partner, including:
A customized report on the unique economic impact findings for the City of Carlsbad.
This detailed report will provide the impacts of direct spending by the universe of
nonprofit arts and cultural organizations as well as the impacts of event-related
expenditures made by arts/cultural audiences. It will also analyze the differences in
spending between resident attendees and cultural tourists. The final report will be
approximately 30 pages in length and will include descriptive text, data tables, quotes
from selected elected officials and national business leaders, a glossary of economic
impact terminology, a list of frequently asked questions (and their answers), and a
thorough description of the study methodology.
*NEW for AEP6* Improved economic modeling techniques will provide deeper and
more specific findings about the industries supported by—and the sources of government
revenue generated by—the arts and cultural industry and its audiences.
The ability to compare the detailed study findings for the City of Carlsbad with the study
findings for all other participating local study partners.
Participation in Americans for the Arts’ strategic national marketing and public relations
campaign to release and promote the study findings, including validation of the findings
from the national governing and service organizations that partner with Americans for the
Arts to help public and private sector leaders understand the economic and social benefits
that the arts bring to communities, states, and the nation.
*NEW for AEP6* The AEP6 Playbook, a calendar of prescribed monthly actions for
each study partner to undertake during the study timeline (and beyond) in order to
encourage participation and promote the findings. The Playbook will include templates,
examples, and step-by-step instructions that will allow all of the study partners to take
coordinated actions in communities throughout the country.
One staff member from the Cultural Arts Office will receive an invitation to attend and
participate in a complimentary one-day media training session to take place in June 2023
(as a precursor to the Americans for the Arts’ annual convention). The media training
session will be dedicated to the AEP6 study and attendance will be limited to study
partners only. Travel expenses/registration fees are not included in this contract and will
be the responsibility of the attendee.
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CUSTOMIZATION FOR YOUR COMMUNITY
As a local study partner, the City of Carlsbad Cultural Arts Office will assist Americans for the
Arts by collecting data from arts and cultural organizations as well as individual arts attendees in
your community. These data will enable us to measure in a reliable and affordable manner the
economic impact of the City of Carlsbad’s nonprofit arts and cultural industry in terms of four
key areas of the economy:
1. Full-time-equivalent jobs supported within the City of Carlsbad
2. Personal income paid to residents of the City of Carlsbad
3. Revenue generated for local governments in the City of Carlsbad
4. Revenue generated for the state government
There are two areas that we study: (1) the economic impact of spending by eligible arts and
cultural organizations, and (2) the economic impact of event-related spending by their audiences.
1. Measuring the Impact of Spending by Arts and Cultural Organizations
Expenditures by eligible arts, cultural, humanities, and heritage organizations provide a
significant impact on the City of Carlsbad’s economy. They are employers, producers,
consumers, and key partners in marketing their communities and states. Spending by
these organizations is far reaching; they pay their employees, purchase supplies, contract
for services, and acquire assets. These actions, in turn, support jobs, create household
income, and generate revenue to local and state governments. We will provide a detailed
definition of which types of organizations, programs, agencies, and facilities are eligible
to participate in the study (for-profit businesses and individual artists are excluded from
this study’s methodology).
2. Measuring the Impact of Event-Related Spending by Arts and Cultural Audiences
Arts, cultural, humanities, and heritage organizations—unlike most industries—leverage
significant amounts of event-related spending by their audiences. Arts events that take
place in the City of Carlsbad generate attendance-related commerce for restaurants and
bars and cafes, retail stores, hotels, parking garages, and more. Just like the dollars spent
by arts and cultural organizations, the event-related spending by their audiences supports
jobs, creates household income, and generates revenue to local and state governments. In
addition, our methodology analyzes audience data by ZIP code to differentiate spending
by local attendees vs. cultural tourists.
ARTS & ECONOMIC PROSPERITY’S ECONOMIC ANALYSIS
The project researchers will build and customize an econometric input-output model to reflect the
unique economy of the City of Carlsbad using the IMPLAN (Impact Analysis for Planning)
economic impact assessment platform. An input-output model is a system of mathematical
equations that combine statistical methods and economic theory in an area of study called
econometrics. It is based on a matrix which tracks the dollar flows between finely detailed
industries within a community and allows researchers to determine the economic impact of local
spending on jobs, household income, and government revenue. Input-output modeling is a
widely accepted methodology has been the basis for two Nobel prizes in economics. The
overall Arts & Economic Prosperity study methodology has been reviewed and approved
previously by economists from Bank of America and by the White House Council of
Economic Advisors.
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IMPLAN combines a set of extensive databases concerning economic factors (including wage,
labor, and commerce data from local, state, and federal government sources) and demographic
statistics with a highly refined and detailed system of modeling software. The model
accomplishes this by identifying direct impacts by sector, then developing a set of indirect and
induced impacts by sector through the use of industry-specific multipliers, local purchase
coefficients, income-to-output ratios, and other complex factors and relationships.
The customized input-output model will calculate the economic impact resulting from the direct
expenditures made by the nonprofit arts and cultural organizations and their audiences, as well as
the economic impact of those dollars as they are being re-spent within the City of Carlsbad’s
economy. How can a dollar be “re-spent?” Consider the example of a theater company that
purchases a five-gallon bucket of paint from its local hardware store for $100—a very simple
transaction at the outset, but one that initiates a complex sequence of income and spending by
both individuals and other businesses.
Following the paint purchase, the hardware store may use a portion of the $100
to pay the salesclerk who sold the bucket of paint. The salesclerk then respends
some of the money for groceries; the grocery store uses some of the money to
pay its cashier; the cashier then spends some of the money for rent; and so on.
The hardware store also uses some of the $100 to purchase goods and services
from other businesses, such as the local utility company, and then to buy a new
bucket of paint from the paint factory to restock its shelf. Those businesses, in
turn, respend the money they earned from the hardware store to buy goods and
services from still other local businesses, and so on.
Eventually, the last of the $100 is spent outside of the community. It is
considered to have ‘leaked’ out of the community, and it no longer has a local
economic impact.
The total economic impact describes this full economic effect, starting with the theater’s initial
paint purchase and ending when the last of the $100 leaks out of local economy. It is composed of
the direct economic impact (the effect of the initial expenditure by the theater), as well as the
indirect and induced economic impacts, which are the effects of the subsequent rounds of
spending by businesses and individuals, respectively.
Interestingly, a dollar ripples very differently through each community, which is why an input-
output model will be customized specifically for the City of Carlsbad.
THE REQUIREMENTS OF STUDY PARTICIPATION
This research study will employ a national-state-local partnership strategy—one that we have
used successfully for more than 25 years. This means that both Americans for the Arts and the
City of Carlsbad Cultural Arts Office are required to accomplish certain tasks to ensure that the
project is a success. It is also the primary reason that the project cost-sharing fee is so reasonable
when compared to other sources of customized research with the same level of customization.
There are five primary requirements of each of our Arts & Economic Prosperity 6 local study
partners. Please consider their potential impact on the Cultural Arts Office and your arts
community. This contract is not considered complete and approved unless ALL FIVE
REQUIREMENTS are completed and initialed. As you consider these requirements, it may
behelpful to review the expected project timeline that can be found in Appendix A of this contract (Page 16).
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1. Identify a Primary Project Contact Person
Initial above The City of Carlsbad Cultural Arts Office is required to name a project
manager for the data collection effort. It could be you, a member of your
staff, a member of your board/commission, or a volunteer. This person will
act as a single point of contact for Americans for the Arts regarding the
economic impact study. He/she will be responsible for the data collection
effort being completed in an accurate and timely manner.
2. Provide a Comprehensive List of Eligible Organizations
The City of Carlsbad Cultural Arts Office is required to create as
comprehensive a list as possible of all eligible nonprofit arts and cultural
organizations that are located within the City of Carlsbad (i.e., not just its
members or grantees). Each listing must include:
i. Name of the eligible organization, program, or facility
ii. Mailing address
iii. City
iv. State
v. County/parish (not country)
vi. Name of a single primary contact person
vii. One valid e-mail address for the primary contact person listed above
viii. An appropriate National Taxonomy of Exempt Entities code (the
NTEE classification system lists the type of organizations that are
eligible to be included in the AEP6 analysis).
This list must be provided to Americans for the Arts as a Microsoft Excel
spreadsheet. Detailed instructions for how to develop the comprehensive
list of eligible organizations located in the City of Carlsbad will be
provided in the AEP6 Study Welcome Packet that all study partners will
receive in December 2021. Americans for the Arts will also provide a
Microsoft Excel template to ensure delivery of the list in the required
format.
This list likely already exists. The vast majority of our past partners
have used this study requirement as a method to clean and
supplement their database. Additionally, most reported that they
discovered a number of new eligible organizations that they did not
know about previously.
While we focus on “nonprofit” arts and cultural organizations, we
know there are several types of organizations that play a substantial
RS / SS
Initial above
RS / SS
PSACA-22056CA
Name of Primary Contact:Richard Schultz
Job Title:City of Carlsbad, Cultural Arts Manager
E-mail Address: Richard.Schultz@carlsbadca.gov
Phone Number:760-602-2086
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role in the cultural life of the community—ones whose primary
purpose is to promote participation in, appreciation for, and
understanding of the visual, performing, folk, and media arts. These
include government-owned or government-operated cultural
facilities and institutions, municipal arts agencies and councils,
private community arts organizations, unincorporated arts groups,
living collections (such as zoos, aquariums, and botanical gardens),
university presenters, and arts programs that are embedded under the
umbrella of a non-arts organization or facility (such as a community
center or church). In short, if it displays the characteristics of a
nonprofit arts and cultural organization and has an identifiable
budget/attendance and leadership, study partners are encouraged to
include them. Only for-profit businesses and individual artists are
excluded from this study.
3. Assist with the Data Collection from Eligible Organizations
Americans for the Arts will provide a proprietary Arts & Economic
Prosperity 6 Organizational Survey that will be distributed to all of the
eligible arts and cultural organizations located in the City of Carlsbad.
Detailed instructions for how to assist with the survey effort will be
provided in the AEP6 Study Welcome Packet that all study partners will
receive in December 2021.
The Organizational Survey will be distributed electronically via
email to all eligible organizations using Americans for the Arts’
customizable survey software and secure research server. This will
be a paperless process.
The survey is designed to capture all of the key information that is
required for this study’s proprietary economic impact analyses
including revenues, expenditures, attendance, in-kind contributions,
staffing, and volunteerism. To put as much daylight as possible
between the survey findings and COVID-19, the organizational
survey will request information about each organization’s fiscal year
that will end during 2022 (organizations that have not closed their
FY22 financials by the time they are completing the survey will be
asked to provide estimates/projections).
The survey is programmed with logic in order to make the survey
path as appropriate and seamless as possible for the responding
organizations. Revenue and expense categories will be customized
based on each responding organization’s budget size and legal status
(e.g., nonprofit vs. government). Respondents will be able to save
their answers at any time and return at a later date to finish the
survey. Based on testing, the comprehensive version of the survey
will take no more than 20 minutes to complete.
Once the initial survey phase has been completed, we will activate an
abbreviated version of the survey to all remaining non-participants.
Based on testing, the abbreviated version of the survey will take no
more than 7 minutes to complete.
Initial above
RS / SS
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Finally, once the abbreviated phase has been completed, we will
activate a “last-ditch” version of the survey that will include only
four questions (total revenues, total expenditures, total attendance,
and total volunteers/volunteer hours) in a final effort to include all
eligible organizations in the study analysis. Based on testing, this
final version of the survey will take no more than 2 minutes to
complete.
Once all data collection from eligible organizations is complete,
Americans for the Arts will provide the Cultural Arts Office with a
status report that identifies the total operating budget and total
attendance for each participating organization. the Cultural Arts
Office will review this status report and follow up with any
participating organizations for which the numbers need to be
confirmed.
It is important to note that economic impact is based on the number of dollars
spent in your community, and we want to capture as many of those dollars as
possible. Each eligible organization located in the City of Carlsbad is
important. We understand, however, that the full cooperation of your arts
community may be unrealistic. It is likely that some of the eligible
organizations in the City of Carlsbad will decline to participate in the Arts &
Economic Prosperity 6 Organizational Survey. We neither anticipate nor
expect a 100 percent response rate. For the purposes of the AEP6 study, an
adequate participation rate can be characterized as having collected the
required information from all of the large and mid-sized organizations
on your list of eligible organizations (based on operating budget and/or
total attendance), and as many of the smaller organizations as possible.
REQUIREMENT: Upon completion of the entire web-based effort
described above, it will be the responsibility of the Cultural Arts Office to
provide the information requested by the “last-ditch” version of the survey
(i.e., total revenues, total expenditures, total attendance, and total
volunteers/volunteer hours) for any major and mid-sized organizations that
declined to participate in the survey process. This will likely involve
contacting the non-responding organizations by phone in order to solicit the
required information. Alternatively, this information may be available
through a secondary data source (e.g., database of grant applications, IRS
Form 990s).
ESTIMATE OF THE TIME REQUIREMENT FOR TASKS 2 & 3:
We estimate that the Cultural Arts Office will spend approximately 5 minutes
per eligible organization. That estimate includes compiling and cleaning the
list of eligible organizations located in the City of Carlsbad as well as
following up with the organizations that decline to participate in the web-
based survey. As an example, if there are 100 eligible organizations in the
City of Carlsbad, we estimate that the Cultural Arts Office’s staff and
volunteers will spend a combined total of approximately 8 hours on this task
throughout calendar year 2022. This work will take place during September
2022 to February 2023.
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4. Collect at least 400 Audience-Intercept Surveys
Americans for the Arts will provide a proprietary audience-intercept survey
instrument that is designed to measure the dollars spent by audience
members as a direct result of their attendance to arts and cultural events that
take place in the City of Carlsbad. The City of Carlsbad Cultural Arts Office
is responsible for collecting a minimum of 400 of these surveys during
calendar year 2022. These surveys will be gathered/collected throughout the
entire year (January through December) and returned to Americans for
the Arts on a quarterly basis for processing. Detailed instructions for how
to collect the audience-intercept surveys will be provided in the AEP6
Study Welcome Packet that all study partners will receive in December
2021.
The surveys are required to be audience-intercept surveys (i.e., they must be
collected on-site either during the event or upon the conclusion of the event).
The audience surveys may not be taken home from the event, emailed to
attendees of previously completed events, or otherwise completed off-site
from the performance/event/exhibit being surveyed.
Americans for the Arts will provide both a paper version of the survey as
well as the link to an electronic version of the survey that can be used on a
tablet computer such as an iPad. Up to half of the total sample of surveys
may be collected electronically; at least one half must be collected using
traditional paper surveys. In order to utilize the electronic version of the
survey, the Cultural Arts Office will be required to provide any necessary
hardware (e.g., iPads or other tablet computers), as well as Internet access for
the hardware (i.e., a data plan or Wi-Fi at the facility where the surveys are
being collected). Americans for the Arts will provide a link to an electronic
version of the audience-intercept survey that is customized for the City of
Carlsbad. Americans for the Arts will not be responsible for issues with
Internet connectivity. The City of Carlsbad Cultural Arts Office should
always have paper surveys available to use as a backup method in case the
electronic version of the survey is not successful at a given
performance/event/exhibit.
A comprehensive data collection protocol will be included in the Study
Welcome Packet to help the Cultural Arts Office select an appropriately
broad range of events at which to survey and to provide instructions on how
to collect the audience-intercept surveys as efficiently and effectively as
possible. In short, we expect audience surveys to be collected at a broad
range of events (both paid and free activities that range across a variety of
artistic disciplines).
ESTIMATE OF THE TIME REQUIREMENT FOR TASK 4:
We estimate that the Cultural Arts Office will spend two minutes per
completed audience-intercept survey during calendar year 2022. That
estimate includes selecting the events to be surveyed, organizing the
staff/volunteers to undertake the surveying process, actually collecting the
surveys from attendees, and then returning paper surveys to Americans for
the Arts. Based on the quota of 400 audience-intercept surveys to be
Initial above
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collected in the City of Carlsbad, we estimate that the Cultural Arts Office’s
staff and volunteers will spend a combined total of approximately 13 hours
on this task throughout calendar year 2022.
5. Pay the AEP6 Cost-Sharing Participation Fee
Each Arts & Economic Prosperity 6 study partner is required to pay a
subsidized participation fee. This cost-sharing fee is calculated based on a
variety of factors including the size of the region being studied, the number
of organizations that are eligible to be surveyed, the number of audience-
intercept surveys that are required for analysis, the complexity of the
econometric modeling that is required, and more. The fee is applied to the
costs associated with project management, data entry, data cleaning and
analysis, the economic modeling, and the design, production, and delivery of
the final reports and other ancillary resources. In addition to this cost-sharing
study participation fee required of the City of Carlsbad Cultural Arts Office,
it is important to note that this study for the City of Carlsbad is subsidized by
a significant contribution by the Ruth Lilly Fund of Americans for the Arts.
Finally, additional funding for this national study may be provided by other
local, regional, state, and national partners and sponsors.
CAREFULLY REVIEW AND COMPLETE THE NEXT PAGE (Page 10).
1. Review the BASE PARTICIPATION FEE for the Cultural Arts Office.
2. Select any ADDITIONAL OPPORTUNITIES that the Cultural Arts
Office chooses to add to this contract. Detailed descriptions of the
additional opportunities can be found in Appendix B on Pages 17-20 of
this contract.
3. Calculate the TOTAL CONTRACT FEE for the Cultural Arts Office by
adding together the Base Fee plus the fees associated with any selected
additional opportunities. Write the Total Contract Fee in the space
provided.
4. Choose the Cultural Arts Office’s preferred PAYMENT SCHEDULE.
Initial above
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A. REVIEW THE BASE STUDY PARTICIPATION FEE (required):
Standard Cost-Sharing Fee for the City of Carlsbad $9,000
San Diego AEP6 Collaborative AEP6 Local Partner Discount — $6,450
Membership Discount (current membership status = Non-Member) — $0
BASE PARTICIPATION FEE for the AEP6 STUDY $2,550
B. SELECT ADDITIONAL OPPORTUNITIES (optional):
Below is a list of additional opportunities that the Cultural Arts Office may consider
adding to this contract. Detailed descriptions of these opportunities can be found in
Appendix B on Pages 17-20 of this contract. If they are not included in this contract, it
will be possible to add any of these opportunities at a later date.
YES NO
Order a Customized Economic Impact Website Calculator $900
Order a Customized Analysis/Report for a Cultural District $2,400
Pre-Release “Readiness and Capacity Building” Tour
Virtual presentations only $1,200
Post-Release “On the Road to Prosperity” Tour
Virtual presentations only $1,200
In-Person visit to your community $1,950
C. CALCULATE THE TOTAL CONTRACT FEE
1 (required):
Total Contract Fee for the Cultural Arts Office $____________
D. CHOOSE A PAYMENT SCHEDULE (required):
There are two payment options, one of which provides the opportunity to spread the cost-
sharing participation fee across multiple fiscal years.
Payment Option #1—Pay the contract fee in a lump sum.
Americans for the Arts will send an invoice for the entire contract fee to the
Cultural Arts Office after the approval of this contract.
Payment Option #2—Pay the project fee in three equal payments spread across
three calendar years.
Americans for the Arts will send an invoice for the first installment to the
Cultural Arts Office after the approval of this contract.
Americans for the Arts will send an invoice for the second installment on June 1,
2022. Payment will be due by July 31, 2022.
Americans for the Arts will send an invoice for the final installment on June 1,
2023. Payment will be due by July 31, 2023.
1 The Total Contract Fee is the Sum of the Base Participation Fee (Bullet A) Plus any Additional Opportunities (Bullet B)
REIMBURSE AMERICANS OF THE ARTS FOR BUSINESS LICENSE COST +$4______$2,554
X
X
X
X
X
2,554.00
X
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AMERICANS FOR THE ARTS’ RESPONSIBILITIES AND REQUIREMENTS
Americans for the Arts is committed to your success and the success of the Arts & Economic
Prosperity 6 national study. We have developed a rigorous research methodology to measure the
economic impact of the nonprofit arts and cultural industry—one that has repeatedly proven to be
credible and valid. To increase the quality of the research and the impact of the findings, we have
identified strategic national partners to support the project. For example, the U.S. Conference of
Mayors and the National Association of Counties are two important partners that will amplify the
research by publishing articles and disseminating reports to our nation’s mayors and county
commissioners.
Specifically, Americans for the Arts will provide the City of Carlsbad Cultural Arts Office with
all of the following products and services:
1. Training, Technical Assistance, and Support
We will provide easy-to-understand methodologies, training, step-by-step
instructions, and technical assistance so you can effectively and efficiently
complete the data collection requirements. We will provide written protocols
on how to conduct the audience-intercept surveys as well as successful
survey follow-up strategies for those organizations that decline to participate
in the organizational survey.
2. Survey Instruments for both Organizations and Audiences
We will provide a customized and logic-driven web-based survey instrument
for eligible nonprofit arts and cultural organizations, and we will provide a
proprietary survey instrument for the collection of information from
attendees to arts and cultural events. These surveys have been designed in
partnership with our project economists and tested in nearly 500
communities around the U.S. In fact, Americans for the Arts has successfully
collected more than 400,000 audience-intercept surveys from cultural
attendees during the past 20 years.
3. Data Entry, Data Cleaning, Authentication, Tabulation, and Analysis
Upon receipt of the completed surveys from both organizations and
audiences we will computerize, clean, authenticate, and tabulate the survey
data for analysis in our economic model.
4. State-of-the-Art Econometric Analysis
Input-output analysis will be used to determine the economic impact of the
nonprofit arts and cultural industry. An input-output model is a series of
mathematical equations that combine economic theory and statistical
methods to determine how the spending impacts local jobs, household
income, and government revenue. We will customize an input-output model
specifically for the City of Carlsbad.
5. Customized Deliverables for the City of Carlsbad
In May 2023, Americans for the Arts will deliver the following products to
the Cultural Arts Office. All products will be delivered electronically using a
private and secure web-based download folder.
A customized final report on the economic impact findings for the
City of Carlsbad (approximately 30 pages). This easy-to-use report
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will describe the economic impact of the spending by nonprofit arts
and cultural organizations and the induced spending by their
audiences using both data tables and text. It will also include a
description of the project methodology, frequently asked questions,
frequently used terms, and quotes from elected officials and national
business leaders. Finally, it will include an analysis of the
demographic characteristics of the City of Carlsbad’s cultural
audiences. This report will be delivered as a Microsoft Word
document, providing the opportunity for the Cultural Arts Office to
customize the report with quotes from its own local and state leaders.
Both a two-page summary and a one-page flyer of the customized
findings for the City of Carlsbad.
The AEP6 Playbook, a calendar of prescribed monthly actions for
each study partner to undertake throughout the study (and beyond) in
order to encourage participation and/or promote the findings.
An invitation for one staff member to attend and participate in a
complimentary one-day media training session to take place in
June 2022 (as a precursor to the Americans for the Arts’ annual
convention).
Our Arts & Economic Prosperity 6 national report including the
national findings, a description of the study background and
methodology, and approximately 500 pages of detailed data tables
listing the itemized findings for all participating cities, counties,
multi-county regions, and states.
Our summary report of the national findings with background and
methodology (approximately 20 pages).
Our four-fold brochure highlighting the national findings.
Our customizable PowerPoint presentation of the national findings
with talking points and quotes from influential public and private
sector leaders (just drop in the results for the City of Carlsbad and
you will be ready to meet with your community’s leaders!).
A sample press release for use in preparing a customized release for
your local and state media outlets.
The AEP6 Messaging Toolkit, a “how-to” guide to the effective use
of your economic impact findings that is based on the suggestions,
recommendations, and best practices of previous study partners.
IMPORTANT NOTE: All project materials will be delivered digitally.
All printing and production requirements are the responsibility of the
Cultural Arts Office and its local community partners/sponsors, if applicable.
6. Local and National Visibility and Advocacy
Americans for the Arts will publicize the results of the national study and
provide national and local visibility for your state and any participating local
arts agencies. We will coordinate the release of all local and statewide study
partners, providing the Cultural Arts Office with the opportunity to capitalize
on our national media messages.
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
Alternatively, you may print/complete this document, scan/save it, and return it via email for approval. 13
CONTRACTUAL CLAUSES
Arts & Economic Prosperity® is a registered trademark of Americans for the Arts.
The Organizational Survey and Audience-Intercept Survey and economic impact modeling
techniques are proprietary and will remain the sole property of Americans for the Arts. The final
report and other customized deliverables provided to the City of Carlsbad Cultural Arts Office are
based on data or materials owned by Americans for the Arts and will remain the sole property of
Americans for the Arts.
The City of Carlsbad Cultural Arts Office shall be granted a perpetual, royalty-free license to
utilize the findings from the study and the customized deliverables provided to the City of
Carlsbad Cultural Arts Office for the purposes of evaluating, supporting, and advocating for arts
and cultural programming within the City of Carlsbad.
The City of Carlsbad Cultural Arts Office shall be granted perpetual, royalty-free license to
disseminate the results from this Arts & Economic Prosperity 6 economic impact study and is
required to credit Americans for the Arts as the source of the analysis and findings in each
instance.
Americans for the Arts will retain all copyright to the finished products of Arts & Economic
Prosperity 6 that are delivered to the the City of Carlsbad Cultural Arts Office by Americans for
the Arts.
Americans for the Arts will retain the rights to use all completed Organizational Expenditure
Survey raw data, Audience Expenditure Survey raw data, data analysis, and customized findings
in connection with the work of Americans for the Arts in furtherance of its nonprofit mission.
The raw Organizational Survey data collected from eligible nonprofit arts and cultural
organizations that are located in the City of Carlsbad for the purpose of their participation in the
Arts & Economic Prosperity 6 study will be considered sensitive. This data will be collected by
and stored on Americans for the Arts’ secure survey research database. This data will not be
shared with other study partners, the press, or the public without written consent from the City of
Carlsbad Cultural Arts Office.
The City of Carlsbad Cultural Arts Office is prohibited from changing the title of the study to
anything other than Arts & Economic Prosperity 6: The Economic Impact of Nonprofit Arts and
Cultural Organizations and Their Audiences in the City of Carlsbad. This title must appear in all
print and online materials that are generated to promote and market the study including without
limitation media releases, brochures, flyers, posters, handbills, web sites, web buttons, widgets,
blogs, e-blasts, newsletters, or any other materials distributed to or seen by the public.
The City of Carlsbad Cultural Arts Office is required to credit Americans for the Arts as the
source of the analysis and findings from the Arts & Economic Prosperity 6 study in all print and
online materials that reference the study.
The City of Carlsbad Cultural Arts Office is required to include the Americans for the Arts logo in
all print and online materials that reference the Arts & Economic Prosperity 6 study. Americans
for the Arts will provide logo files appropriate for use online and in print to study partners.
Initial above
RS / SS
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
Alternatively, you may print/complete this document, scan/save it, and return it via email for approval. 14
CONTRACTUAL CLAUSES (continued)
The City of Carlsbad Cultural Arts Office is required to incorporate the approved credit line
naming all of Arts & Economic Prosperity 6’s national and regional project funders/sponsors on
all online and print materials that reference the Arts & Economic Prosperity 6 study. The logo(s)
of the national sponsor(s) of the study will also be required to be featured. Americans for the Arts
will supply each study partner with the official credit line language and national/regional funder
logo files.
Americans for the Arts will deliver the final report for the City of Carlsbad in an editable
Microsoft Word format. The City of Carlsbad Cultural Arts Office is prohibited from modifying
the data findings in any way. The City of Carlsbad Cultural Arts Office may, however, make edits
and additions to the Acknowledgments section of the report, add an introduction page written by a
representative of the City of Carlsbad Cultural Arts Office, and add additional pull-quotes (or
replace national pull-quotes with pull-quotes from local or statewide leaders).
The City of Carlsbad Cultural Arts Office is prohibited from modifying the existing design of the
final report that is delivered by Americans for the Arts. The City of Carlsbad Cultural Arts Office
may, however, create an entirely new report design that incorporates different covers and different
imagery. If a new design is created, the title must not be changed, and the Americans for the Arts
logo must be displayed.
Americans for the Arts may terminate this arrangement, including the City of Carlsbad Cultural
Arts Office’s status as a Study Partner, for good reason as determined by Americans for the Arts
in its reasonable judgment.
Americans for the Arts and the City of Carlsbad Cultural Arts Office do not intend to establish,
and in fact do not hereby establish a partnership, joint venture, or agency relationship. Each party
is responsible for the consequences of its own actions.
To the extent that one party (the Indemnified Party) suffers or incurs liability, damages, or expense
(including reasonable attorney fees) in defense of a third-party legal proceeding arising out of the
negligence or other wrongful conduct of the other party (the Indemnifying Party), the
Indemnifying Party shall indemnify and hold harmless the Indemnified Party for the same.
Any dispute of any nature arising out of or under this contract which is not disposed of by the
agreement of the parties shall be submitted to non-binding arbitration pursuant to the rules of the
American Arbitration Association. Such arbitration will be conducted in California and California
law shall apply. Any decision or award may be submitted to a court of competent jurisdiction for
enforcement. Notwithstanding the foregoing, either party may seek injunctive or similar relief in a
court of law.
Initial above
RS / SS
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
Alternatively, you may print/complete this document, scan/save it, and return it via email for approval. 15
STATEMENT OF AGREEMENT
For Americans for the Arts
On behalf of Americans for the Arts, I look forward to our partnership on Arts and Economic
Prosperity 6: The Economic Impact of Nonprofit Arts and Cultural Organizations and Their
Audiences in the City of Carlsbad. We agree to comply with all of our requirements set forth
herein.
Name: Benjamin Davidson Title: Senior Director of Research Services
Signature: __________________________ Date: __________________________
For Library & Cultural Arts Office
The City of Carlsbad Cultural Arts Office acknowledges that we have retained a copy of this
Letter of Agreement. We agree to comply with all of our requirements set forth herein. I
acknowledge that this contract is the sole governing agreement for these services. I confirm that I
am authorized to execute and am executing this document on behalf of the City of Carlsbad
Cultural Arts Office and in so doing legally bind the City of Carlsbad Cultural Arts Office. I
further acknowledge that if the foregoing representation of authority is false, I shall be personally
liable for all harm suffered by Americans for the Arts as a result of such misrepresentation.
Name: __________________________Title: _Library & Cultural Arts Director
Date: __________________________
ATTEST:
_________________________
For FAVIOLA MEDINA
City of Carlsbad
City Clerk Services Manager
Suzanne Smithson
Signature: __________________________
Deputy/Assistant City Attorney
APPROVED AS TO FORM:For CELIA A. BREWER,
City of Carlsbad Attorney
BY: _____________________________
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
1/14/2022
1/28/2022
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
Alternatively, you may print/complete this document, scan/save it, and return it via email for approval. 16
APPENDIX A:
THE EXPECTED ARTS & ECONOMIC PROSPERITY 6 PROJECT TIMELINE
DUE DATE RESPONSIBLE PARTY TASK REQUIRED
Spring/Summer
2021 Study Partners
Your signed project contract is due to Americans for the Arts
(via DocuSign). The initial payment of one third of the cost-
sharing participation fee is due to Americans for the Arts
upon approval of the signed contract—we can be flexible
with the payment schedule. Contracts are available now.
December 2021 Americans for the Arts
The Study Welcome Packet is mailed to you. It will include
the survey instruments, the detailed instructions for the data
collection effort, and methodology/background.
01-01-2022 Study Partners
The audience-intercept surveying commences at arts and
cultural events taking place in your study region using the
Audience Expenditure Survey.
04-15-2022 Study Partners The first quarterly batch of Audience Expenditure Surveys is
due to Americans for the Arts.
07-15-2022 Study Partners The second quarterly batch of Audience Intercept Surveys is
due to Americans for the Arts.
07-31-2022 Study Partners Second payment of one third of the cost-sharing participation
fee is due to Americans for the Arts.
07-31-2022 Study Partners
The comprehensive list of all eligible nonprofit arts and
cultural organizations located in your study region is due to
Americans for the Arts.
09-15-2022 Americans for the Arts
The comprehensive Organizational Expenditure Survey is
disseminated to all eligible nonprofit arts and cultural
organizations in your study region via Americans for the
Arts’ secure web-based survey platform.
10-15-2022 Study Partners The third quarterly batch of Audience Expenditure Surveys is
due to Americans for the Arts.
10-31-2022 Americans for the Arts
The deadline for the comprehensive Organizational
Expenditure Survey to be submitted to Americans for the Art.
The abbreviated version of the Organizational Expenditure
Survey is distributed to organizations that did not respond.
12-01-2022 Study Partners
The deadline for the abbreviated version of the
Organizational Expenditure Survey to be submitted by
eligible nonprofit arts and cultural organizations. Initiation of
the targeted follow-up efforts with non-responders.
01-15-2023 Study Partners The fourth and final quarterly batch of Audience Expenditure
Surveys is due to Americans for the Arts.
02-15-2023 Study Partners
The final deadline for completion of the data collection effort
from the eligible nonprofit arts and cultural organizations
located in your study region.
02-15-2023 Americans for the Arts Data entry of all audience survey data is completed.
03-31-2023 Americans for the Arts Data analysis and input-output modeling is completed.
05-31-2023 Americans for the Arts
Americans for the Arts sends a private URL to download
your customized final report and other project materials.
PSACA-22056CADocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
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APPENDIX B:
DETAILED DESCRIPTIONS OF THE ADDITIONAL OPPORTUNITIES
Americans for the Arts is pleased to offer the following “add-on” opportunities to our AEP6 local
partners. Taken together, they are designed to increase the effectiveness of the Cultural Arts
Office’s participation in this national economic impact study. These opportunities are not part of
the base study participation fee, and therefore they each require an additional fee.
A. The PRE-Study “Readiness & Capacity Building” Tour ($1,950)
*NEW FOR AEP6*
Readiness is defined as a state of preparedness of persons, systems, or organizations to meet a
situation and carry out a planned sequence of actions. This opportunity is designed to help
AEP6 study partners “hit the ground running” upon receipt of their reports, enabling them to
share and leverage the findings as broadly and as effectively as possible. The better the study
partners understand their localized data, how to talk about it, and how to deliver its
messages—to local government, business, community, and arts leaders—the greater impact
of the study on the community and arts funding.
Some communities that have participated in previous Arts & Economic Prosperity studies
may already be thinking about new ways to energize their arts community for the upcoming
AEP6 study (to make AEP6 the most successful study yet). First time partners may be
wondering where to begin. The “Readiness & Capacity Building” Tour—new for AEP6—is
designed to provide support to partners in each scenario.
During 2021 and 2022 (i.e., before and during the data collection process for the AEP6
study), Randy Cohen, Vice President of Research and Policy, will embark on a series of visits
to our study partner communities.
For an additional speaker fee of $1,950, Randy Cohen will travel to the City of Carlsbad
for up to 48 hours. He will participate in any and all meetings and presentations regarding the
economic impact study that are arranged to take place during his visit. Successful activities
can include:
A formal announcement of the Cultural Arts Office’s participation in the national
Arts & Economic Prosperity 6 study (e.g., press conference, brunch or luncheon
presentation, or cocktail reception)
Meeting(s) with eligible arts and cultural organizations including a training on the
data collection process and encouragement to participate
A briefing with your board or commission members and/or funders on the value of
the study and what to expect when the findings are released
A meeting with elected leader(s) to whet their appetite and explain how the economic
impact data can be used to supplement other research that supports investment in the
arts
Presentations and discussions with other important stakeholder groups (e.g., Chamber
of Commerce, economic and community development agencies, etc.)
Meetings with newspaper editorial board
Newpaper, radio, and/or television interviews
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
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He will coordinate his schedule in the manner that meets local needs and makes the most
sense from a travel perspective. He would work directly with the Cultural Arts Office to
schedule his visit. He has good success accommodating preferred dates, but an alternative
date is sometimes necessary. He will book his schedule on a “first come, first served” basis
and according to his availability.
By adding the Readiness and Capacity-Building Tour to this AEP6 project contract, the City
of Carlsbad Cultural Arts Office agrees to the following responsibilities:
The City of Carlsbad Cultural Arts Office will schedule and plan all meetings and
activities to take place during Randy’s visit to the City of Carlsbad. Randy can
provide coaching, guidance, and suggestions.
The City of Carlsbad Cultural Arts Office agrees to pay the Readiness & Capacity
Building speaker fee of $1,950 as part of this contract.
In addition, the Cultural Arts Office agrees to reimburse Americans for the Arts
for all applicable travel expenses incurred as a result of Randy Cohen’s visit
(e.g., airfare, rental car, lodging, meals). Americans for the Arts will issue an invoice
to the Cultural Arts Office for these travel-related expenses upon completion of the
trip.
o If you prefer, it may be possible for the Cultural Arts Office to organize
Randy’s travel with his approval and pay the associated costs directly.
The City of Carlsbad Cultural Arts Office agrees to share all available photographs,
video footage, and media attention from Randy’s visit with Americans for the Arts.
In addition, Americans for the Arts may request that the Cultural Arts Office write
and submit a post for our ArtsBlog providing a local account of the meetings and
presentations.
B. The POST-Study “On the Road to Prosperity” Tour ($1,950)
The findings for the Arts & Economic Prosperity 6 national economic impact study—
including your customized findings for the City of Carlsbad—will be embargoed until the
national findings are released during the June 2023 Americans for the Arts Annual
Convention. Following the convention, Randy Cohen, Vice President of Research and Policy,
will once again embark on a series of visits to our study partner communities in order to
participate in the release of their customized local, regional, and/or statewide findings. These
visits, collectively, will make up the “On the Road to Prosperity” Tour.
During the first seven months following the AEP5 release in June 2017, Randy visited more
than 75 AEP5 partner communities. The partners who Randy visited told us that it was
invaluable to have Randy there to answer the tough questions and provide the national
perspective. Below is a sample of the feedback received:
“Randy helped us use the AEP5 study to engage with our business
community and local government in ways we had not been able to
previously.”
“Randy’s visit improved our relationship with our city and county
governments.”
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
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“Randy's presence strengthened our position as a community leader in
regional economic development dialogue, and as a result we expanded
our reach with stakeholders and future partners.”
“Randy's energy is contagious, and he does a marvelous job connecting
with various audiences!”
For an additional speaker fee of $1,950, Randy Cohen will travel to the City of Carlsbad
for up to 24 hours. He will participate in any and all meetings and presentations regarding the
economic impact study that are arranged to take place during his visit. Successful activities
from his previous economic impact visits have included:
A formal announcement of the study findings for the City of Carlsbad (e.g., press
conference, brunch or luncheon presentation, or cocktail reception)
A study briefing with your board or commission members and/or funders
A meeting with elected leader(s)
Presentations to other stakeholder groups (e.g., Chamber of Commerce, economic
and community development agencies, etc.)
Meetings with newspaper editorial board
Newpaper, radio, and/or television interviews
A advocacy presentation to arts organizations to explain the study and how the
findings can be used to support the arts in the City of Carlsbad
We anticipate that Randy will visit more than 75 AEP6 communities during the summer and
fall of 2023 (and beyond). He will coordinate his schedule in the manner that meets local
needs and makes the most sense from a travel perspective. He would work directly with the
Cultural Arts Office to schedule his visit. He has good success accommodating preferred
dates, but an alternative date is sometimes necessary. He will book his schedule on a “first
come, first served” basis and according to his availability.
By adding the On the Road to Prosperity Tour to this AEP6 project contract, the Cultural
Arts Office agrees to the following responsibilities:
The City of Carlsbad Cultural Arts Office will schedule and plan all meetings and
activities to take place during Randy’s visit to the City of Carlsbad. Randy can
provide guidance and suggestions.
The City of Carlsbad Cultural Arts Office agrees to pay the On the Road to
Prosperity Tour speaker fee of $1,950 as part of this contract.
In addition, the Cultural Arts Office agrees to reimburse Americans for the Arts
for all applicable travel expenses incurred as a result of Randy Cohen’s visit
(e.g., airfare, rental car, lodging, meals). Americans for the Arts will issue an invoice
to the Cultural Arts Office for these travel-related expenses upon completion of the
trip.
o If you prefer, it may be possible for the Cultural Arts Office to organize
Randy’s travel with his approval and pay the associated costs directly.
The City of Carlsbad Cultural Arts Office agrees to share all available photographs,
video footage, and media attention from Randy’s visit with Americans for the Arts.
In addition, Americans for the Arts may request that the Cultural Arts Office write
and submit a post for our ArtsBlog providing a local account of the meetings and
presentations.
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
To request a web-based contract via DocuSign, contact Ben Davidson (bdavidson@artsusa.org).
Alternatively, you may print/complete this document, scan/save it, and return it via email for approval. 20
C. Order an Economic Impact Calculator for your Website ($900)
Our Arts & Economic Prosperity 6 final report for the City of Carlsbad will include a
“Calculator” chapter that provides step-by-step instructions for calculating the economic
impact of any individual organization (or group of organizations).
For an additional fee of $900, Americans for the Arts will deliver to the Cultural Arts Office
a customized online economic impact calculator based on the study findings for the City of
Carlsbad. The calculator will be hosted on an Americans for the Arts web server. A link will
be provided to the Cultural Arts Office that can be placed on any website or in any electronic
or printed materials. It will be branded with the logo for the Cultural Arts Office. The
calculator will be based on the input-output model that our project economist will customize
specifically for the City of Carlsbad, allowing any individual organization or group of
organizations located in the City of Carlsbad to generate an accurate estimate of their
economic impact. The online calculator can also be used by the Cultural Arts Office to
generate updated impact estimates in the years that immediately follow the publication of the
AEP6 study (our economic impact models have a shelf life of approximately five years).
D. Order a Customized Analysis/Report for a Cultural District ($2,400)
Cultural districts are defined as well-recognized, labeled areas within a local community in
which a high concentration of cultural facilities and programs serve as the main anchor of
attraction. They help strengthen local economies, create an enhanced sense of place, and
deepen local cultural capacity.
For an additional fee of $2,400, Americans for the Arts will deliver to the Cultural Arts
Office a separate customized final report on the economic impact of a cultural district located
in the City of Carlsbad (if applicable). This analysis will be based on the organizational and
audience data that are collected from organizations and events that are located within the
defined perimeter of the cultural district. The City of Carlsbad Cultural Arts Office will be
responsible for identifying the organizations that should be included in this separate cultural
district analysis. Additionally, audience surveys will need to be coded specifically to identify
that they were collected from events that occurred within the cultural district. Finally, a
modest oversample of audience surveys may be required from events that take place within
the cultural district.
PSACA-22056CA
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
WAIVER REQUEST FORM
FACTORS IN SUPPORT OF REQUEST TO MODIFY INSURANCE REQUIREMENT(S)
Generally, a modification to the coverage requirement will be accepting a lower limit of coverage or waiving the
requirement(s).
Requested by:
(Name and Department) (Date)
Proposed modification(s) to the __________________ requirement(s) for
(Type of insurance) (Name of contract)
Reduce coverage to the amount of: $ .
Waive coverage
Other:
FACTOR(S) IN SUPPORT OF MODIFICATION(S)
(check those that apply)
Significance of Contractor: Contractor has previous experience with the City that is important to the
efficiency of completing the scope of work and the quality of the work-product. [explain]
Significance of Contractor: Contractor has unique skills and there are few if any alternatives. [explain:
include number of candidates RFP sent to and number responded if applicable]
Contract Amount/Term of Contract: $ . Work will be completed over a period of .
Professional Liability coverage is not available to this contractor or would increase the cost of the contract by
$ [explain].
Other (e.g. explain why exposures are minimal, how exposures are covered in another policy, exposure
control mechanisms, and any other information pertinent to your request):
Approved by Risk Manager for this contract only:
(Signature) (Date)
PSACA-22056CA
Richard Schultz, Cultural Arts Manager 1/12/2022
general liability Arts & Economic Prosperity® 6
n
n
Patricipation in research study to
measure economic impact of nonprofit arts and cultural organizations. Web based, paperless survey only with no on site
presence. Partnership with organization with Cultural Arts staff to assist in collecting data from identified organizations.
DocuSign Envelope ID: 7CA8927D-1E6A-4091-A008-0A4F945D5D4C
1/19/2022