HomeMy WebLinkAbout2023-11-16; Americans for the Arts, Arts & Economic Prosperity 6 Survey Results (Districts All); Barberio, GaryTo t he members of the:
. s .i:rr_~ouNc1L
Date ~CAv CC V
CM ~CM ~DCM (3) I/"'
Council Memorandum
November 16, 2023
To:
From:
Honorable Mayor Blackburn and Members of the City Council
Gary Barberio, Deputy City Manager
Via:
{city of
Carlsbad
Memo ID# 2023119
Re:
Suzanne Smithson, Director, Library~~al Arts Department
Geoff Patnoe, Assistant City Manag r Gr"
Americans for the Arts, Arts & Econ • rosperity 6 Survey Results (Districts -All )
This memorandum provides an overview of the Americans for the Arts, Arts & Economic
. Prosperity 6 (AEP6) survey and the 2023 results. Founded in 1960, Americans for the Arts is the
nation's leading nonprofit organization whose mission is " ... to build recognition and support for
the extraordinary and dynamic value of the arts and to lead, serve, and advance the diverse
networks of organizations and individuals who cultivate the arts in America." Every five years
Americans for the Arts conducts a national economic impact study of the nation's nonprofit arts
and culture industry to determine the economic impact of the arts in t he United States.
Background
The 2023 survey was conducted in 373 diverse communities and regions across the country,
representing all 50 states and Puerto Rico. Local or statewide research partners coordinated and
implemented data collection for each community. The City of Carlsbad Cultural Arts division is
one of those local community partners. By agreeing to participate, Carlsbad received a
customized report summarizing the economic and social impact of nonprofit arts and culture in
the City of Carlsbad.
Data was gathered nationally, and in Carlsbad, via surveys of nonprofit arts and cult ure
organizations, surveys of nonprofit arts and culture audiences and by utilizing input-output
models to calculate how and to what extent dollars are spent in these indust ries.
Discussion/ Analysis
The City of Carlsbad, represented by the Cultural Arts division, participated in a regional cohort
representing 60% of San Diego County's population (Table 1). Together, the cohort coordinated
efforts to administer and gather the data required to complete an economic impact survey. The
results were sent to the Americans for the Arts to be included in the national economic impact
study.
Community Se rvices Bra nch
Lib rary & Cultural Arts Department
1775 Dove Lane I Carlsbad, CA 92011 I 442-339-2090 t
Council Memo -Americans for the Arts, Arts & Economic Prosperity 6 Survey Results
November 16, 2023
Page 2
Table 1: List of municipalities who participated in the AEP6 study
Entity Organization
San Diego County Commission for Arts and Culture
City of San Diego Commission for Arts and Culture
Balboa Park Cultural District Balboa Park Cultural Partnership
City of Encinitas Parks, Recreation and Cultural Arts Department
City of National City City of National City
City of Escondido Department of Economic Development
City of Coronado Cultural Arts Commission
City of Oceanside City of Oceanside Arts Commission
Oceanside Cultural District City of Oceanside Arts Commission
City of Carlsbad Cultural Arts Division
In Carlsbad, nine eligible nonprofit arts and cultural organizations were identified to participate
and three responded to the survey: Campana Studios, Carlsbad Music Festival and New Village
Arts. A total of 409 audience intercept surveys were collected from attendees at Carlsbad arts
and culture performances and special events between May 2022 and June 2023, including at
TGIF Concerts in the Parks.
National survey results found nonprofit arts and culture organizations and their audiences
generated $151.7 billion in economic activity, supported 2.6 million jobs, and generated
$29.1 billion in tax revenue. For comparison, the 2017 results showed the nonprofit arts and
cultural community generated $166.3 billion in economic activity, 4.6 million jobs and
$27.5 billion in tax revenue. The COVID-19 pandemic clearly had an impact on the arts and
culture economy. Additionally, the survey highlighted the special connection communities have
to their performing art spaces, and the value those venues have in the cultural life of the
community.
Carlsbad survey results (Attachment A) indicated over $1.6 million in economic activity,
$1.4 million in spending by nonprofit arts and culture organizations, and $272,419 in event-
related spending by their audiences. The three responding arts organizations support 32 jobs in
Carlsbad and generate $87,626 in local tax revenue and an additional $541,403 in state and
federal tax revenue.
Council Memo -Americans for the Arts, Arts & Economic Prosperity 6 Survey Results
November 16, 2023
Page 3
Carlsbad nonprofit arts and culture organizations reported 13,770 in-person attendee events
during the survey period:
• 96.4% of attendees were Carlsbad residents.
• Carlsbad residents spent an average of $19.42 per person per event, while non-residents
spent an average of $28.74 per person per event.
Both the national and Carlsbad results of the AEP6 study offer key insights into why a vibrant,
diverse and eclectic arts and culture industry is a reliable contributor to national and local
economies:
• Nonprofit art and culture organizations are businesses. They employ people locally,
support the supply chain of nearby businesses, and serve as a marketing and promotion
tool for their cities.
• Arts and culture drives commerce. When people attend a cultural event, they often make
it an outing -dining out, paying for parking or public transportation, even paying for
childcare when the evening comes to an end.
• Arts and culture strengthen the visitor economy. 68.8% of non-local attendees reported
that the primary purpose of their visit was specifically to attend an arts performance,
event, exhibit, venue or facility.
• A vibrant arts and culture community keeps residents, and their dollars, in the local
economy. 55.5% of attendees who live in San Diego County said they would have traveled
to a different community to attend a similar arts or cultural activity.
Carlsbad has had a 37~year commitment to the arts, with the establishment of the Cultural Arts
Office in 1986 and the City Council approval of the Arts & Culture Master Plan in 2018. When
cities prioritize diverse cultural expression they infuse their communities with a sense of
connection, pride and identity. Investing in arts and culture stimulates the economy, supports
local jobs, and contributes to building and maintaining healthy and vibrant communities.
Next Steps
As a member of the San Diego County cohort of cities who participated in the AEP6 survey,
Carlsbad agreed to participate in San Diego County events and share the results of the survey
with the Carlsbad community.
• An AEP6 Communications Toolkit includes key talking points and strategies to share the
information with the community via press releases, social media, newsletters and other
distribution channels.
• In January 2024, the San Diego County cohort of cities and their designated
representatives will convene with representatives from Americans for the Arts to review
Council Memo -Americans for the Arts, Arts & Economic Prosperity 6 Survey Results
November 16, 2023
Page 4
San Diego County content areas of the AEP6 study. City of Carlsbad representatives will
be identified and invited.
• Determine whether the City Council would like to receive a formal public presentation on
the AEP6 survey results at a future City Council meeting.
Attachment: A. Arts & Economic Prosperity 6: The Economic & Social Impact Study of Nonprofit
Arts & Cultural Organizations & Their Audiences in City of Carlsbad
(Due to the size of Attachment A, a hard copy is on file in the Office of the City
Council, as reference)
cc: Scott Chadwick, City Manager
Cindie McMahon, City Attorney
Kristina Ray, Communications & Engagement Director
Laura Rocha, Deputy City Manager, Administrative Services
Jeff Murphy, Community Development Director
Zach Korach, Finance Director
David Graham, Chief Innovation Officer
Fiona Everett, Senior Management Analyst
P a g e 1 o f 2
The Economic and Social Impact of
Nonprofit Arts and Culture Organizations and Their Audiences in
City of Carlsbad, CA
Direct Economic Activity Organizations Audiences Total Expenditures
Total Industry Expenditures (FY2022) $1,363,344 $272,419 $1,635,763
Economic Impact of Spending by Arts and Culture Organizations and Their Audiences
Total Economic Impacts
(includes direct, indirect, and induced impacts) Organizations Audiences Total Impacts
Employment (Jobs) 30 2 32
Personal Income Paid to Residents $1,609,449 $130,280 $1,739,729
Local Tax Revenue (city and county) $77,572 $10,054 $87,626
State Tax Revenue $119,595 $13,801 $133,396
Federal Tax Revenue $382,906 $25,101 $408,007
Event-Related Spending by Arts and Culture Audiences Totaled $272,419
Attendance to Arts and Culture Events
Local1
Attendees
Nonlocal1
Attendees
All
Attendees
Total Attendance to In-Person Events 13,233 537 13,770
Percentage of Total Attendance 96.1% 3.9% 100.0%
Average Per Person, Per Event Expenditure $19.42 $28.74 $19.76
Total Event-Related Expenditures $256,986 $15,433 $272,419
Nonprofit Arts and Culture Audiences Spend an Average of $19.76 Per Person, Per Event
Category of Event-Related Expenditure
Local1
Attendees
Nonlocal1
Attendees
All
Attendees
Food and Drink $8.47 $7.45 $8.43
Retail Shopping $1.32 $1.25 $1.31
Overnight Lodging (one night only) $0.60 $9.38 $0.94
Local Transportation $1.99 $2.30 $2.00
Clothing and Accessories $0.76 $1.25 $0.78
Groceries and Supplies $5.73 $3.82 $5.65
Childcare $0.04 $3.13 $0.16
Other/Miscellaneous $0.51 $0.16 $0.49
Overall Average Per Person, Per Event $19.42 $28.74 $19.76
Source: Arts & Economic Prosperity 6: The Economic and Social Impact Study of Nonprofit Arts and Culture
Organizations and Their Audiences in the City of Carlsbad. For more information about this study or about other cultural
initiatives in the City of Carlsbad, contact the City of Carlsbad Cultural Arts Office.
Copyright 2023 by Americans for the Arts. To learn more, visit www.AEP6.AmericansForTheArts.org.
Attachment A
P a g e 2 o f 2
Past studies have focused primarily on the financial, economic, and tourism contributions of the nonprofit arts and
culture industry. AEP6 expands beyond those topics to include measures of social impact. Surveys completed by
individual attendees in the the City of Carlsbad demonstrate an appreciation for how the arts and culture impacts
the development and well-being of the community and its residents.
Audiences Demonstrate Appreciation for the Impact of Arts and Culture
Level of Agreement with Social Impact Statements Audiences
“This venue or facility is an important pillar for me within my community.” 83.1%
“I would feel a great sense of loss if this activity or venue were no longer available.” 88.1%
“This activity or venue is inspiring a sense of pride in this neighborhood or community.” 89.4%
“My attendance is my way of ensuring that this activity or venue is preserved for future generations” 87.2%
About This Study
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 City of Carlsbad Cultural Arts Office joined the study on behalf
of the City of Carlsbad. 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 the City of Carlsbad, 3 of the 9 total
eligible nonprofit arts and culture organizations identified by the City of Carlsbad Cultural Arts Office
provided the financial and attendance information required for the study analysis—an overall participation
rate of 33.3%. 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 the City of Carlsbad, a total
of 409 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 the City of Carlsbad, the researchers used the IMPLAN platform to build a customized
input-output model based on the unique economic and industrial characteristics of San Diego County.
Research Notes:
1 For the purpose of this study, local attendees live within San Diego County; nonlocals live elsewhere.
The Economic & Social Impact Study
of Nonprofit Arts & Culture Organizations
& Their Audiences in
City of Carlsbad
Supporting jobs.
Generating revenue.
Building community vibrancy.
“The AEP6 report underscores what businesses across the nation have witnessed–that
investments in arts and culture not only enhance the quality of life, but also stimulate economic
development. By supporting the arts, companies attract and retain talent and create an
environment where creativity, businesses, and communities thrive.”
— PAUL WASHINGTON
Executive Director
Environmental, Social, and Governance Center
The Conference Board
TABLE OF CONTENTS
Arts and Culture Builds .......................................................... 1
by Randy Cohen, Vice President of Research
Americans for the Arts
Top AEP6 Takeaways
in the City of Carlsbad ............................................................ 4
The Economic & Social Impact of the
Nonprofit Arts and Culture Industry
in the City of Carlsbad ............................................................ 6
The Pandemic’s Devastating Impact on Arts
and Culture: A Recovery That Continues ............................. 9
Nonprofit Arts and Culture Organizations .......................... 14
Arts and Culture Audiences ................................................. 18
Conclusion ............................................................................ 25
The AEP6 Calculator
for the City of Carlsbad ........................................................ 26
Building AEP6 with a Foundation in Equity ........................ 29
by Dr. Genna Styles-Lyas
Director of AEP6 Community Engagement and Equity
Americans for the Arts
About This Study .................................................................. 38
Glossary ................................................................................ 43
Frequently Asked Questions ............................................... 45
Acknowledgments and Appreciation .................................. 52
“The AEP6 report findings confirm again the economic value of arts and culture. Arts and culture
continue to put millions of people to work in big cities and small towns across the United States,
including many members of DPE’s affiliate unions. The AEP6 report also finds that arts and
cultural productions are economic drivers for local economies by spurring consumer spending at
restaurants, hotels, and other local businesses. Simply put, investment in arts and culture
continues to deliver a positive economic return for American communities.”
— JENNIFER DORNING,
President, Department for Professional Employees, AFL-CIO
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 1
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.
ARTS AND CULTURE BUILDS
BY RANDY COHEN, VICE PRESIDENT OF RESEARCH,
AMERICANS FOR THE ARTS
“Mayors understand the connection between the arts industry and city revenues. Arts activity
creates thousands of direct and indirect jobs and generates billions in government and
business revenues. The arts also make our cities destinations for tourists, help attract and
retain businesses, and play an important role in the economic revitalization of cities and the
vibrancy of our neighborhoods.”
— RENO MAYOR HILLARY SCHIEVE,
President, The United States Conference of Mayors
P a g e | 2 Americans for the Arts | Arts & Economic Prosperity 6
The AEP6 study expands beyond the economic and financial data of its five previous versions
to include social impact measurements of arts and culture’s effect on the well-being of
communities and residents. For example, nationally, 89% of attendees to arts and culture
events agreed that “the event they are attending inspires a sense of pride in the neighborhood
or community,” and 86% responded that they “would feel a great sense of loss if this activity or
venue were no longer available.” Taken together, economic and social impact provide a more
holistic portrait of how arts and culture strengthen communities.
30 YEARS OF ECONOMIC IMPACT STUDIES
AEP6 represents a total reset, establishing a new benchmark in the AEP study series.
▪ We changed our approach. We expanded the study inclusion criteria from “arts” to “arts
and culture,” implemented a new data collection methodology, asked our partners to
utilize new community engagement tools, added social impact questions to the survey
instruments, and moved our economic impact modeling to the IMPLAN platform.
▪ The world around us changed. The COVID-19 pandemic occurred, a recession
followed, audiences decreased, attendance habits changed, the arts and hospitality
industries suffered profound job losses, and billions of dollars were distributed to the arts
and culture sector from federal pandemic relief funding such as the CARES Act.
What has not changed is the community-based focus of our work. When Americans for the Arts
published its first economic impact study in 1994, we partnered with local arts agencies
representing 33 communities. AEP6 has grown tenfold since then. It provides detailed findings
on 373 regions from across all 50 states and Puerto Rico—ranging in population from 4,000 to 4
million—and representing rural, suburban, and large urban communities. Local and statewide
research partners collected surveys from 16,399 nonprofit arts and culture organizations and
224,677 of their attendees and customized economic input-output models were built for every
region to ensure reliable data and actionable results.
SPENDING BY ARTS AND CULTURE AUDIENCES
What continues to set AEP6 apart from other national studies is its analysis of the event-related
spending by arts and culture audiences. 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. AEP6 shows that the
typical attendee spends $38.46 per person per event, in addition to the cost of event admission.
A ZIP code analysis of each of the 224,677 survey respondents shows that a third of attendees
(30.1%) traveled from outside the county in which the event took place. Their event-related
spending was more than twice that of their local counterparts ($60.57 vs. $29.77).
What brought those visitors to town? For 77% of respondents, the primary purpose of their visit
was to attend that cultural event. When we asked their local counterparts what they would have
done if the event where they were surveyed had not been available, 51% said they would have
“traveled to a different community to attend a similar arts or cultural activity”—and 64% of
nonlocal visitors would have traveled to another community as well. Vibrant arts communities
attract visitors who spend money and help local businesses thrive. They also keep resident
spending money local—a value-add that few industries can compete with.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 3
ADDING VALUE THROUGH EQUITY AND INCLUSION
Past AEP studies have focused primarily on the nonprofit arts and culture industry’s financial,
economic, and tourism contributions. This resulted in more effort being placed on collecting data
from large-budget organizations with existing relationships to the funding community (often with
a focus on Eurocentric culture), and less on smaller organizations and those that primarily serve
communities of color. With the goal of making AEP6 more inclusive and reducing systemic bias,
Americans for the Arts transformed its approach. We hired a director of AEP6 community
engagement and equity, added an equity consultant to the research team, established an AEP6
Equity Task Force composed of leaders from all segments of the industry, and completed a full
review and restructuring of the methodology. We ensured publishing accessibility guidelines
were met and provided inclusive language offerings (for example, we made the audience survey
available in 25 languages). We also created a series of community engagement tools to help
our research partners identify, approach, and establish new and strengthen existing
relationships with organizations representing BIPOC- (Black, Indigenous, People of Color) and
ALAANA- (African, Latine, Asian, Arab, Native American) identifying communities.1
AEP6 included an expectation—for the first time—that our research partners would collect a
portion of audience surveys at events that were presented, produced, or hosted by BIPOC and
ALAANA organizations. We found that spending by attendees at BIPOC and ALAANA
organizations was nearly identical to the overall national average ($38.29 and $38.46 per
person, respectively). Similar findings were noted in the social impact questions. For example,
81.2% of attendees at BIPOC and ALAANA organizations agreed, “This venue or facility is an
important pillar for me within my community.” The figure for all attendees was 81.4%.
With the research showing proportional economic and community impacts, these findings
should initiate new, or escalate existing, funding conversations about BIPOC and ALAANA
organizations receiving fair and proportional financial support—a necessary first step in
correcting the grant award processes that have frequently proven to be historically and
systemically unbalanced. A 2019 report by Americans for the Arts, for example, found that
among local arts agency grantmaking organizations, the largest 16% of grant recipients (by
budget) received 73% of the dollars awarded. Ensuring equitable funding for arts and culture
organizations is a vital step in creating an inclusive, balanced, and vibrant cultural landscape.
BUILDING MORE LIVABLE COMMUNITIES
The arts were among the economic sectors most devastated by the COVID-19 pandemic and
remain among the slowest to recover. Yet, they still helped us heal socially and recover
economically. The arts infused our lives with joy when it was hard to find, staved off isolation
and loneliness when it was most persistent, and increased life satisfaction when it lagged the
most. The arts were also kindling for the economy, getting people out of their homes and
spending money in the community. AEP6 makes clear that when we fund the arts, we are
investing in an industry that stimulates the economy, supports local jobs, and contributes
to building healthy and vibrant communities.
1 Americans for the Arts believes that language and identity go hand-in-hand and are essential to how we name and organize any
community. We use the terms BIPOC (Black, Indigenous, People of Color) and ALAANA (African, Latine, Asian, Arab, Native
American) to represent People of Color and Communities of Color. While these terms do not fully encompass or represent the
complicated and multi-layered nature of indigeneity or ethnic and racial identities, they are the most commonly used terms in our
work. We invite and encourage anyone who engages with the AEP6 study to examine and explore the terms used in your
community and that are important to and valued by the individuals you interact with, support, and engage.
P a g e | 4 Americans for the Arts | Arts & Economic Prosperity 6
TOP AEP6 TAKEAWAYS
in the City of Carlsbad
1. Arts & Economic Prosperity 6 (AEP6) is an economic and social impact study of the nonprofit
arts and culture industry. In the City of Carlsbad, the sector generated $1.6 million in
economic activity during 2022—$1.4 million in spending by arts and culture organizations
and an additional $272,419 in event-related expenditures by their audiences. That economic
activity supported 32 jobs, provided $1.7 million in personal income to residents, and
generated $629,029 in tax revenue to local, state, and federal governments.
2. 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 the City of Carlsbad, nonprofit arts and culture organizations spent an estimated $$1.4
million which supported 30 jobs and generated $580,073 in local, state, and federal
government revenue.
3. 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 the City of Carlsbad, attendees spend $19.76 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.
4. Arts and culture strengthens the visitor economy. In the City of Carlsbad, 3.9% of attendees
are nonlocal visitors who traveled from outside San Diego County; they spend an average
of $28.74. Additionally, 68.8% 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.
5. 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, 55.5% of attendees who live in San
Diego County said they would have “traveled to a different community to attend a similar arts
or cultural activity.”
6. Arts and culture organizations contribute to community pride in the City of Carlsbad.
▪ 89.4% 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.”
▪ 88.1% agree that “I would feel a great sense of loss if this activity or venue were no
longer available.”
▪ 83.1% agree that the venue or facility where they were surveyed is “an important
pillar for me within my community.”
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 5
“Race Forward values the vital role of the arts and culture in achieving a just, multiracial
democracy, in which people of color thrive with power and purpose. Throughout American
history, from the Harlem Renaissance to the Chicano Mural Movement to publications like
Gidra, artists and culture bearers of color have used their craft to shape powerful
narratives that assert the full humanity of communities of color; challenge racist ideologies
in neighborhoods, on campuses and in workplaces; and push us to realize an equitable
future. In addition to the aesthetic and economic boosts that artists and culture bearers of
color undoubtedly bring to local and national economies, we must also honor, cherish, and
invest in the bold sociopolitical voice for racial and economic justice for all that they offer
to us through their artistic and cultural expression.”
— GLENN HARRIS,
President of Race Forward
P a g e | 6 Americans for the Arts | Arts & Economic Prosperity 6
From coast to coast—and in the City of Carlsbad—America’s nonprofit arts and culture
organizations are providing inspiration and joy to residents, beautifying public spaces, and
strengthening community pride and identity. Arts and culture organizations are also businesses.
They employ people locally, purchase goods and services from nearby businesses, and
produce the authentic cultural experiences that are magnets for visitors, tourists, and new
residents. Event-related spending by their audiences generates valuable revenue for local
merchants—dining in a nearby restaurant, paying to park or for a rideshare, shopping at local
retail stores, and enjoying dessert after a show—a value-add few industries can compete with.
These actions, in turn, support jobs, generate household income, and generate tax revenues to
the government that more than offset the public’s arts and culture sector investment. The
economic activity by arts and culture organizations and their audiences is both measurable and
a story that must be told.
Arts and Economic Prosperity 6 (AEP6) provides compelling evidence that the nonprofit
arts and culture sector is a significant industry in Carlsbad—one that generated $1.6
million in total economic activity during 2022. This spending—$1.4 million by nonprofit
arts and culture organizations and an additional $272,419 in event-related spending by
their audiences—supports 32 jobs, generates $1.7 million in household income for local
residents, and delivers $629,029 in tax revenues to local, state, and federal governments.
This study sends a strong signal that, even in the aftermath of the COVID-19 pandemic
and the resulting recession, the nonprofit arts and culture is a formidable industry. AEP6
demonstrates that when we support the arts, we are investing in Carlsbad’s economic
and community well-being.
AEP6 is the largest and most inclusive study of its kind. It documents the economic and social
contributions of arts and culture in 373 diverse communities and regions representing all 50
states and Puerto Rico. The study areas range in population from 4,000 to 4 million and
represent rural, suburban, and urban communities (130 cities and 126 counties, 78 multi-city or
multi-county regions, 18 individual arts districts, and 21 entire states/territories).
To measure industry spending, local and statewide research partners representing the 373
study regions collected expenditure and attendance data from 16,399 arts and culture
organizations and the event-related spending information from 224,667 of their attendees. Using
the IMPLAN economic modeling platform, input-output analysis models were customized for
each study region to provide specific and reliable economic impact data for each.
This unique report has been prepared for the City of Carlsbad in collaboration with our
community research partner, the City of Carlsbad Cultural Arts Office.
THE ECONOMIC & SOCIAL IMPACT OF THE
NONPROFIT ARTS AND CULTURE INDUSTRY
in the City of Carlsbad
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 7
ECONOMIC IMPACT OF ARTS AND CULTURE
During fiscal year 2022, spending by both the City of Carlsbad’s nonprofit arts and
culture organizations and their audiences totaled $1.6 million. The table below
demonstrates the total economic impact of this economic activity.
Table 1:
Total Economic Impacts of the Entire Nonprofit Arts and Culture Industry
in the City of Carlsbad During Fiscal Year 2022
Organizations Audiences Industry Totals
Direct Expenditures $1,363,344 $272,419 $1,635,763
Jobs Supported 30 2 32
Household Income Paid $1,609,449 $130,280 $1,739,729
Local Government Revenue $77,572 $10,054 $87,626
State Government Revenue $119,595 $13,801 $133,396
Federal Tax Revenue $382,906 $25,101 $408,007
Total Tax Revenue $580,073 $48,956 $629,029
DEFINING ECONOMIC IMPACT
To complete this national study, researchers—together with local and statewide research
partners—collected expenditure and attendance data from a total of 16,399 arts and culture
organizations and 224,677 of their attendees to measure total industry spending. Using the
IMPLAN economic modeling platform, input-output analysis models were customized for each
study region, including the City of Carlsbad. These quantitative models measure the economic
relationships between hundreds of different industries in each geographic area. This, in turn,
enables localizable economic impact results to be derived. Why this level of rigor? Quite simply,
$50 spent in two different cities, even if in the same state, may have two very different sets of
economic impact outcomes. It takes more than one million calculations to derive the economic
impact data for each community. IMPLAN’s method of economic analysis ensures reliable and
actionable localized results.
1. Jobs is a figure of total people employed (full-time, part-time, and seasonal employment).
2. 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.
3. Revenue to Local, State, and Federal Governments includes revenue from taxes (e.g.,
income, sales, property) as well as funds from licenses, fees, and other similar sources.
P a g e | 8 Americans for the Arts | Arts & Economic Prosperity 6
HOW CAN A DOLLAR BE RESPENT?
AEP6 measures the economic impact of the arts using a methodology that enables
economists to track how many times a dollar is respent within the local economy, and
then to measure the economic impact generated by each round of spending (i.e., the
direct, indirect, and induced economic impacts). Think of this as tracking a supply chain.
Consider this example:
A theater company 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 initial 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
pay employees and buy goods and services, and so on.
Some of these expenditures are local and some are outside the region. The local
ones continue the local economic impact cycle. Eventually, the last of the $100 is
spent outside of the community at which point it no longer has a local economic
impact. It is considered to have “leaked” out of the community.
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 the community. It
is composed of the direct economic impact (the effect of the initial paint purchase 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 was constructed specifically for San Diego County.
The IMPLAN platform accounts for the unique economic and industrial
characteristics of local economies.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 9
THE PANDEMIC’S DEVASTATING IMPACT ON ARTS AND
CULTURE ... A RECOVERY THAT CONTINUES
AEP6 was conducted in 2022-23 as the nation continued its emergence from the
COVID-19 pandemic. By every measure, the arts and culture industry was among the
most devastated economic sectors.
▪ The U.S. Bureau of Economic Analysis provided one particularly sobering report
of the pandemic’s impact on the arts in 2022: “In year one of the COVID-19
pandemic, few areas of the U.S. economy were harder hit than the performing
arts: Performing arts presenters and companies joined oil drilling/exploration and
air transportation as the steepest-declining areas of the U.S. economy in 2020.
After adjusting for inflation, the value added by performing arts presenters
(including festivals) fell by nearly 73% between 2019 and 2020.”
▪ Many communities implemented restrictions on public gatherings and travel, which
limited attendance and even the ability of performers to work together on the
stage. 99% of producing and presenting organizations canceled events during
the pandemic with many shuttering for entire seasons—a loss of an estimated
557 million ticketed admissions (Americans for the Arts, 2022).
▪ Johns Hopkins University reported in 2021 that the percentage of job losses at
nonprofit arts organizations was nearly 5 times worse than the average of all
nonprofits (-34.7% vs. -7.4%).
▪ In 2020, 63% of artists experienced unemployment and 95% lost creative income.
37% were unable to access or afford food at some point during the pandemic
and 58% did not visit a medical professional due to an inability to pay.
(Americans for the Arts, 2022)
▪ The pandemic’s impact was not felt equally. Organizations serving and
representing BIPOC communities were more likely to report that they lacked the
financial resources needed to return to in-person programming than non-BIPOC
organizations (55% vs. 38%). BIPOC artists had higher rates of unemployment
than white artists in 2020 (69% vs. 60%) and lost a larger percentage of their
creative income (61% vs 56%). (Americans for the Arts, 2022)
▪ Arts and culture organizations showed resilience by moving to virtual and online
experiences, outdoor performances, drive-in events, and other innovative ways
to maintain audience and subscriber engagement.
▪ Audiences are returning slowly in many communities with informal estimates of a
⅔ to ¾ return rate as of 2023.
▪ 40% of responding AEP6 organizations reported that, during the height of the
pandemic, they expanded services beyond arts and culture in order to address
urgent community needs such as collecting and donating supplies, donating
facility space as a testing/vaccination site, or helping other organizations and
individuals apply for pandemic relief and unemployment benefits.
The pandemic occurred in the time between the AEP5 and AEP6 fiscal years of
analysis (2015 and 2022, respectively). While analyses of the pandemic’s impact
on the arts will continue for years to come, the challenges it brought had an
undeniable effect on the industry. Thus, study-to-study comparisons of AEP
findings are not recommended.
P a g e | 10 Americans for the Arts | Arts & Economic Prosperity 6
“Arts and cultural organizations play an essential role in their local communities, and they
hold an equally important place within the broader nonprofit community. Americans for the
Arts has done it again, with compelling new data about the power of arts and culture to
create jobs, generate tax revenue, and build vibrant communities. This report is a call to
action for policymakers and a powerful tool for nonprofit advocates across the sector.”
— DR. AKILAH WATKINS
President and CEO, Independent Sector
SOCIAL IMPACT OF THE ARTS AND CULTURE
Past AEP studies have focused primarily on the financial, economic, and tourism contributions
of the nonprofit arts and culture industry. AEP6 expands beyond that to also include measures
of social impact.
Surveys completed by both arts organizations and individual attendees demonstrate a deep
appreciation for how the arts and culture impacts the development and well-being of
communities and their residents. Nationally, high levels of appreciation are demonstrated across
all socioeconomic groupings. In the City of Carlsbad:
▪ 89.4% of attendees said that the activity or venue they were attending was a source of
neighborhood pride for the community.
▪ 88.1% of attendees said they would feel a sense of loss if that activity or venue was no
longer available.
▪ 87.2% of attendees said it important that future generations also be able to have that
cultural experience.
Table 2
Percentage of Nonprofit Arts and Culture ATTENDEES that Agree with Statements about the Social
Impact of the Arts in the City of Carlsbad
Agree
“This venue or facility is an important pillar for me within my
community.” 83.1%
“I would feel a great sense of loss if this activity or venue were no
longer available.” 88.1%
“This activity or venue is inspiring a sense of pride in this
neighborhood or community.” 89.4%
“My attendance is my way of ensuring that this activity or venue is
preserved for future generations.” 87.2%
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 11
The social impact findings from the AEP6 study are specific to the nonprofit arts and culture
attendees and organizations that participated in the study. It could be argued that these
respondents may already have a positive disposition about their cultural experience by virtue of
their attendance at an event.
“Americans Speak Out About the Arts in 2023”—a national public opinion study of 3,062
American adults conducted by Ipsos Public Affairs for Americans for the Arts—expands the
survey universe to the general public to include both those that do, and do not, participate
personally. This separate study also finds a rich appreciation for both the social and economic
benefits that arts and culture provide for their community.
Table 4
Findings from “Americans Speak Out About the Arts in 2023"
A National Public Opinion Poll of 3,062 American Adults About the Arts and Culture
Arts and culture “improves the image and identity of their community” 70%
Arts and culture “inspires a sense of pride in their community” 63%
Arts and culture “is important to their community’s quality of life and livability” 86%
Arts and culture is “important to their community’s businesses, economy, and local jobs” 79%
Arts and culture “provides shared experiences with people of different races, ethnicities, and beliefs” 72%
Arts and culture “helps them better understand other cultures in their community” 63%
P a g e | 12 Americans for the Arts | Arts & Economic Prosperity 6
CENTERING NONPROFIT ARTS AND CULTURE ORGANIZATIONS
THAT PRIMARILY SERVE A COMMUNITY OF COLOR:
The National Perspective
The prioritization of financial and economic analyses in past AEP studies typically resulted in
high rates of inclusion by large-budget organizations (often focused on Eurocentric culture) and
an underrepresentation of arts and culture organizations that primarily serve communities of
color. Two changes were made to the AEP6 methodology with the goal of mitigating this
imbalance.
1. The first was building a larger and more inclusive universe of organizations eligible to be
surveyed in AEP6. Local and statewide research partners used new protocols to make
contact with organizations that they may have had no previous relationship with and
identify new organizations they were unaware of. They also sought to identify arts and
culture programs under the umbrella of a non-arts organization or facility (e.g., social
service agency, faith-based institution, or library). Expanding the terminology to “arts and
culture” was also a deliberate equity strategy, because “arts” organizations and “culture”
organizations can be used synonymously in some communities of color.
2. AEP6 included an expectation—for the first time—that our local and statewide research
partners would collect a portion of audience surveys at events that were presented,
produced, or hosted by BIPOC or ALAANA organizations. A requested sample size was
determined for each community based on the U.S. Census Bureau’s percentage of the
population that identifies as “White only, not Hispanic or Latino.” For example, if the
census estimates that 20% of a community’s population identifies as something other
than “White only, not Hispanic or Latino,” the research partner representing that
community was asked to collect at least 20% of their total sample of audience surveys
from attendees to BIPOC and ALAANA organizations. The requested minimum sample
was “at least 25%” for nearly two-thirds of the 373 participating communities. While just
141 of the 373 study regions were able to meet the data collection goal (38%), it yielded
a robust national sample of 37,805 respondents.
Nationally, an analysis of the audience surveys collected from attendees at BIPOC and
ALAANA organizations (N=37,805) and the overall national findings (N=224,677) showed nearly
identical results in average event-related spending, nonlocal visitation, and opinions on the social
impact of arts and culture.
▪ Nationally, per person spending by attendees at BIPOC events ($38.29) was only
fractionally different from the national average spending at all events ($38.46).
▪ Similar national findings were noted in the social impact questions. For example, 88.7%
of attendees at BIPOC and ALAANA organizations agreed, “This activity or venue is
inspiring a sense of pride in this neighborhood or community.” The figure for all
attendees was 88.5%.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 13
Table 5
National Analysis of Audience Surveys Collected from Attendees to Events that were Presented,
Produced, and/or Hosted by an Organization that Primarily Serves a Community of Color
Attendees at
BIPOC/ALAANA
Organizations
(N=37,805)
National
Sample of
Audience Surveys
(N=224,677)
Average Per Person Event-Related Audience Expenditure $38.29 $38.46
“This venue or facility is an important pillar for me within my
community.” 81.2% 81.4%
“I would feel a great sense of loss if this activity or venue
were no longer available” 84.9% 86.0%
“This activity or venue is inspiring a sense of pride in this
neighborhood or community” 88.7% 88.5%
“My attendance is my way of ensuring that this activity or
venue is preserved for future generations” 86.6% 86.6%
“As a social and cultural entrepreneur, I have witnessed the importance of informing our
BIPOC and foreign-born communities about our impact and contributions to the economy.
Having access to this comprehensive and thorough study will allow grassroots and
established organizations to quantify and see the financial benefits of growing and
diversifying audiences, as well as acknowledging their contributions towards building and
sustaining our cultural movements. AEP6 will be a valuable tool in sharing that message.”
— ANGIE DURELL,
Founder and CEO, INTEMPO and AEP6 Equity Task Force member
“It is crucial for Black state legislators to champion the arts because fostering economic
growth in our communities is intricately tied to robust support and funding for artistic
endeavors. The decline in arts support has disproportionately affected regions that
need it most. By advocating for the arts, Black state legislators can help cultivate a
more imaginative and innovative workforce, ultimately bolstering our economy and
advocating for the cultural richness of Black communities.”
— REP. KAREN D. CAMPER,
TN House Minority Leader & Founder of Black Legislative Leaders Network
P a g e | 14 Americans for the Arts | Arts & Economic Prosperity 6
Most people appreciate nonprofit arts and culture organizations as wonderful amenities that
improve community livability. They are also 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 on the community.
To measure the impact of spending by nonprofit arts and culture organizations in the City of
Carlsbad, the City of Carlsbad Cultural Arts Office first identified the universe of eligible
organizations that is located in the community. Those organizations were then asked to
complete a survey about their fiscal year 2022 expenses and attendance. A total of 3
organizations participated in the survey. The findings in this report are based on the data
provided only by those 3 organizations; no estimates or extrapolations have been made to
account for non-participating organizations.
During 2022, the 3 participating nonprofit arts and culture organizations in Carlsbad
reported aggregate expenditures of $1.4 million. These direct expenditures generated total
economic impacts (i.e., direct, indirect, and induced) of 30 jobs, $1.6 million in resident
household income, and $580,073 in total tax revenue. This is the impact of just organizations—
festivals, performing and visual arts organizations, history and heritage centers, public art
programs, museums, community programs, living collections, and more. It does not take into
consideration the spending by their audiences. The following table demonstrates the total
economic impact findings of the direct spending by these organizations.
Table 6:
Total Economic Impacts of Spending by Nonprofit Arts and Culture Organizations
in the City of Carlsbad During Fiscal Year 2022
City of Carlsbad Median of
Population Cohort
(Population = 100,000 to 249,999)
Direct Expenditures $1,363,344 $12,819,757
Jobs Supported 30 324
Household Income Paid $1,609,449 $10,325,046
Local Government Revenue $77,572 $316,252
State Government Revenue $119,595 $417,472
Federal Tax Revenue $382,906 $2,024,974
NONPROFIT ARTS AND CULTURE
ORGANIZATIONS
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 15
JOBS SUPPORTED ACROSS THE COMMUNITY
Nonprofit arts and culture organizations provide rewarding employment for more than just arts
administrators, artists, and curators. They also employ box office staff, ushers, tour guides,
custodians, graphic designers, accountants, printers, maintenance staff, builders, plumbers, and
an array of occupations spanning many industries. Arts and culture jobs are highly local and are
not typically the type to be offshored. Dollars spent on human resources typically stay within a
community longer, thereby having a greater local economic impact. In Carlsbad, 25 of the 30
total jobs supported by the spending of nonprofit arts and culture organizations are a
direct result of the organizations’ initial expenditures (i.e., direct impacts that exclude
indirect and induced impacts).
ECONOMIC IMPACT BEYOND DOLLARS: VOLUNTEERISM
While arts volunteers do not have an economic impact as defined in this study (because there
are no direct expenditures), they do have an enormous impact on their community because their
time and expertise help arts and culture organizations function as a viable industry. During
2022, a total of 115 volunteers donated a total of 2,920 to Carlsbad’s 3 participating
organizations. This represents a donation of time with an estimated aggregate dollar value of
$108,974 (Independent Sector places the value of the average volunteer hour in CA at
$37.32). Volunteers can include individuals such as unpaid professional staff (executive and
program staff, board/commission members), artistic volunteers (artists, choreographers,
designers), clerical volunteers, and service volunteers (ticket takers, docents, ushers, gift shop
volunteers).
The 3 participating organizations in Carlsbad reported an average of 38.3 volunteers who
contributed an average of 25.4 hours each, for a total of 973 hours per organization during
2022.
VALUE OF IN-KIND CONTRIBUTIONS
The participating arts and culture organizations provided data about their in-kind support. In-kind
contributions are non-cash donations such as donated assets, office space, airfare, and
advertising space. These contributions can be received from a variety of sources including
corporations, individuals, local and state arts agencies, and the government. Like volunteerism,
in-kind contributions are not factored into the economic impact measures as defined in this
study, but they provide an enormous assist to the organizations and their ability to make their
cultural product accessible to the community.
In Carlsbad, the 3 participating organizations reported that they received in-kind
contributions with an aggregate estimated value of $17,000 during fiscal year 2022 (an
average of $5,667 per organization).
Arts and culture organizations provide rewarding employment for more than just
arts administrators, artists, and curators. They also employ box office staff, ushers,
tour guides, custodians, graphic designers, accountants, printers, maintenance
staff, builders, plumbers, and an array of occupations spanning many industries.
P a g e | 16 Americans for the Arts | Arts & Economic Prosperity 6
“Music and the arts are the foundation of vibrant communities and help us connect,
understand, and inspire one another. All while driving economic growth, creating rewarding
jobs and careers, and powering our culture forward. Americans for the Arts’ latest Arts and
Economic Prosperity report does a vital service documenting the facts on the ground of the U.S.
creative and nonprofit economy and offers valuable lessons and opportunities for communities
seeking to boost their own arts footprint and activities.”
— MITCH GLAZIER
Chairman and CEO, Recording Industry Association of America
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 17
NONPROFIT ORGANIZATIONS GENERATE TAX REVENUE
The nonprofit arts and culture industry generates significant revenues to local, state, and federal
governments. Nonprofit organizations themselves are exempt from many federal and state
taxes, so how can they generate tax revenue? Like all employers, they pay payroll taxes (e.g.,
Social Security, Medicare) and their employees pay income taxes on their personal earnings. In
addition, other local businesses are likely to pay taxes on goods they sell and services they
provide to nonprofits. In the City of Carlsbad, spending by nonprofit arts and culture
organizations generated a total of $580,073 in tax revenues. In addition, event-related
spending by arts audiences (e.g., food and drink, retail, lodging) is taxed in most communities,
providing another stream of government revenue. In the City of Carlsbad, spending by
nonprofit arts and culture audiences generated a total of $48,956 in tax revenues. Given
the substantial financial activity that occurs within the nonprofit arts and culture sector, a
considerable amount of tax revenue is often generated.
“NONPROFIT” ARTS AND CULTURE ORGANIZATIONS
The AEP6 study used an inclusive approach when defining the list of eligible nonprofit arts and
culture organizations to be surveyed as part of the study—a definition that accounts for different
localities and cultures. For example, in some communities, the city museum may be a nonprofit
organization while in others it is a government-owned and operated entity. Both are included in
AEP6. Also included are organizations such as public and private local arts agencies, historical
societies and historic/heritage sites, living collections (zoos, aquariums, and botanical gardens),
cultural and racial/ethnic awareness organizations and programs, university presenters, and arts
programs under the umbrella of a non-arts organization or facility (such as a library, social
service organization, or church). In addition to the organization types listed above, the study
partners were encouraged to include other types of organizations if they play a substantial role
in the cultural life of the community or if their primary purpose is to promote participation in,
appreciation for, and understanding of arts and culture. In short, if it displays the characteristics
of a nonprofit arts and culture organization and has an identifiable budget, attendance, and
leadership, it was included in AEP6. This study does, however, exclude individual artists and the
for-profit arts and entertainment sector (e.g., Broadway, popular music concert tours, or the
motion picture industry)—all vital and valued components of the nation’s arts landscape but
beyond the scope of this study.
“The economic and cultural impact of live performance on our nation and in
communities across the country has been taken for granted for far too long. Independent
venues and the entire live entertainment ecosystem are working at the federal, state,
and local levels to elevate the critical role we play in community innovation, inclusion,
and development. AEP6 will provide unparalleled data and compelling perspectives that
will help our sector better tell our story and ensure that arts and culture organizations
have a seat at the table to determine the future of their communities.”
— STEPHEN PARKER,
Executive Director, National Independent Venue Association
P a g e | 18 Americans for the Arts | Arts & Economic Prosperity 6
Every day, millions of people attend and participate in arts and culture activities. Unlike most
industries, arts and culture leverages significant amounts of “event-related spending” by their
audiences. For example, part of the cultural experience often includes dining out at a restaurant,
paying for parking, shopping in nearby stores, and returning home to pay for child or pet care.
Sometimes it includes travel and paying for overnight lodging. Local businesses that cater to
arts and culture audiences reap the rewards of this economic activity.
To measure the impact of spending by arts and culture audiences in Carlsbad, data were
collected from 409 attendees between May 2022 and June 2023. Researchers used an
audience-intercept methodology, a standard technique in which attendees to in-person
performances, events, and activities are asked to complete a short survey about their spending
related to that event, opinions about the social impact of the arts, ZIP code of their primary
address, and basic socioeconomic information. Surveys took place only while attendees were
attending the event.
In the City of Carlsbad, the 3 participating nonprofit arts and culture organizations reported that
the aggregate attendance to their in-person events totaled 13,770 during 2022. Event-related
spending by these arts audiences totaled $272,419 in Carlsbad during fiscal year 2022,
excluding both the cost of admission as well as the cost of food and drink that was purchased
on-site during the event. Why exclude the cost of admission and on-site food and drink
purchases? Those costs are paid directly to the arts and culture organizations themselves and
are captured as expenses on the separate survey completed by those organizations. This
methodology avoids “double counting” those dollars in the analysis.
The table below demonstrates the total economic impacts of these audience expenditures.
Table 7:
Total Economic Impacts of Spending by Nonprofit Arts and Culture Audiences
in the City of Carlsbad During Fiscal Year 2022
City of Carlsbad
Median of
Population Cohort
(Population = 100,000 to 249,999)
Direct Expenditures $272,419 $16,823,712
Jobs Supported 2 255
Household Income Paid $130,280 $8,098,624
Local Government Revenue $10,054 $440,069
State Government Revenue $13,801 $551,118
Federal Tax Revenue $25,101 $1,356,613
ARTS AND CULTURE AUDIENCES
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 19
AVERAGE SPENDING BY ARTS AND CULTURE ATTENDEES
The typical attendee to a nonprofit arts or culture event in Carlsbad spent $19.76 per
person per event as a direct result of their attendance (not including the cost of admission,
or food and beverage purchased on-site during the event).
The 409 audience survey respondents in Carlsbad were asked to provide the ZIP code of their
primary residence, enabling research to determine which attendees were local residents (i.e.,
live within San Diego County), and which were nonlocals (i.e., live outside that area). In the City
of Carlsbad, 96.1% of the 13,770 nonprofit arts and culture attendees were residents, and 3.9%
were nonresidents.
Nonlocal attendees spent an average of 48% more than local attendees ($28.74 vs. $19.42,
respectively) as a result of their attendance to nonprofit arts and culture events in the City of
Carlsbad. As would be expected from a traveler, nonlocal attendees typically spend more in
categories like lodging, meals, and transportation. When a community attracts cultural tourists,
local merchants reap the rewards.
Table 8:
Event-Related Spending by Nonprofit Arts and Culture Audiences Totaled $272,419
in the City of Carlsbad During Fiscal Year 2022
Local Attendees Nonlocal Attendees All Attendees
Total Attendance 13,233 537 13,770
Percent of Attendees 96.1% 3.9% 100%
Average Dollars Per Attendee $19.42 $28.74 $19.76
Total Event-Related Spending $256,986 $15,433 $272,419
“Whenever we share data with policymakers about how the live arts generate economic
activity, eyes are opened. As we wrestle with historic underfunding of the arts in the
United States, this study shows how tremendously powerful the live arts are in generating
economic activity by activating other community businesses. This study is a must-read for
policymakers and economic development staff from coast to coast.”
— AL VINCENT, JR., “
Executive Director, Actors’ Equity Association
P a g e | 20 Americans for the Arts | Arts & Economic Prosperity 6
Table 9:
Nonprofit Arts and Culture Attendees Spent an Average of $19.76 Per Person, Per Event
as a Result of Attending an Event in the City of Carlsbad During Fiscal Year 2022
Local Attendees Nonlocal Attendees All Attendees
Food and Drink (off-site only) $8.47 $7.45 $8.43
Retail Shopping $1.32 $1.25 $1.31
Overnight Lodging $0.60 $9.38 $0.94
Local Transportation $1.99 $2.30 $2.00
Clothing and Accessories $0.76 $1.25 $0.78
Supplies and Groceries $5.73 $3.82 $5.65
Childcare $0.04 $3.13 $0.16
Other/Miscellaneous $0.51 $0.16 $0.49
Overall Per Person Average $19.42 $28.74 $19.76
THE ARTS DRIVE TOURISM
Each of the nonlocal survey respondents (i.e., those that live outside San Diego County) were
asked about the primary reason for their trip: 68.8% of nonlocal attendees reported that the
primary purpose of their visit to Carlsbad was “specifically to attend the performance,
event, exhibit, venue, or facility” where they were surveyed.
The audience-intercept survey also asked nonlocal attendees if they would have traveled
somewhere else (i.e., somewhere other than the City of Carlsbad) if the event where they were
surveyed had not been available: 60.0% of nonlocal attendees responded “I would have
traveled to a different community to attend a similar arts or cultural activity.”
Additionally, 43.8% of the nonlocal attendees in the City of Carlsbad indicated that it was the
first time they had ever attended the specific activity or visited the specific venue where they
were surveyed.
Of the 3.9% of Carlsbad’s arts and culture attendees who are nonlocal, 6.3% reported an
overnight lodging expense as a result of attending the event where they were surveyed. Not
surprisingly, these attendees with a lodging expense spent considerably more money during
their visit—an average of $157.50 per person (as compared to $28.74 per person for the
average nonlocal attendee in Carlsbad). For this analysis, only one night of lodging expense is
counted in the audience expenditure analysis, regardless of how many nights these cultural
tourists actually spent in the community. This conservative approach ensures that the results
from the AEP6 study are not inflated by non-arts-related lodging expenses.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 21
Can you still get a hotel room for only $9.38? This figure is an average of all survey responses
collected from nonlocal attendees to nonprofit arts and culture events in Carlsbad—6.3% of
those nonlocals reported an overnight lodging expense (the rest of the nonlocal responses
reported $0 for lodging).
Overall, nonlocal attendees to nonprofit arts and culture organizations reported that they spent
an average of 0.3 nights in the City of Carlsbad specifically as a result of their attendance at the
activity or venue where they were surveyed. (In is important to note that this figure is not limited
to paid lodging—in can include nonlocal attendees who stayed at the home of family members
or friends, and may include attendees who have a secondary residence that is located in
Carlsbad.
A VIBRANT ARTS SCENE KEEPS RESIDENTS’ DOLLARS LOCAL
Finally, the audience-intercept survey asked local attendees if they would have traveled
somewhere else (i.e., if they would have left the City of Carlsbad) if the event where they were
surveyed had not been available: 55.5% of local attendees responded “I would have
traveled to a different community to attend a similar arts or cultural activity.”
Additionally, 16.1% of the local attendees in the City of Carlsbad indicated that it was the first
time they had ever attended the specific activity or visited the specific venue where they were
surveyed.
When taken all together, these cultural tourism findings demonstrate the economic impact of the
nonprofit arts and culture industry in its truest sense. If a community fails to provide a variety of
opportunities to experience the arts and culture, it risks not attracting cultural tourists and their
valuable dollars as well as losing the discretionary spending of its own residents who will travel
elsewhere in search of the diverse artistic expressions and authentic cultural experiences they
seek.
“AEP6 reminds us that vibrant arts and cultural assets exist in every corner of the country. The
data paints a vivid picture of how the arts enhance our community prosperity and our residents’
quality of life. By supporting and investing in the arts, counties play an important role in
strengthening our communities today and for generations to come. We appreciate our
partnership with Americans for the Arts, especially as we continue to demonstrate the value of
our artistic and cultural endeavors.”
— HON. MARY JO MCGUIRE,
President, National Association of Counties Commissioner, Ramsey County, MN
P a g e | 22 Americans for the Arts | Arts & Economic Prosperity 6
The AEP6 study included an expectation—for the first time—that the research partners would
collect a portion of their audience surveys from attendees to events that were presented,
produced, or hosted by arts and culture organizations that primarily serve BIPOC- (Black,
Indigenous, People of Color) and ALAANA- (African, Latine, Asian, Arab, Native American)
identifying communities. The City of Carlsbad Cultural Arts Office collected 0 surveys from
attendees to BIPOC and ALAANA arts and culture organizations (representing 0.0% of the
overall sample of 409 audience surveys, and 0.0% of the researchers’ goal to collect a minimum
of 100 surveys from attendees to BIPOC and ALAANA organizations in the City of Carlsbad). A
minimum sample of 200 surveys was necessary for a separate analysis.
AN IMPORTANT RESEARCH NOTE:
Arts & Economic Prosperity 6 includes comparisons between the sample of audience
surveys that was collected from attendees to BIPOC and ALAANA organizations and
the overall sample of audience surveys. Nationally, the sample sizes were robust
(37,805 and 224,677, respectively).
Arts & Economic Prosperity 6 intentionally excludes comparisons of BIPOC versus
not-BIPOC datasets. The goal is to measure the impact of arts and culture inclusive
of all communities, cultures, and identities, and to create better tools to advocate for
communities that have historically been overlooked, underfunded, and marginalized.
We encourage all who engage with the AEP6 study to refrain from comparisons
that have in the past been used to bring harm to communities and undermine
the good and hard work being done to advocate for all.
A STATEMENT OF APPRECIATION AND GRATITUDE:
Americans for the Arts extends our deep gratitude to the BIPOC and ALAANA
organizations and their audiences for participating in the AEP6 study. We understand
that this may be the first time this kind of work has been undertaken in your
community, and we are grateful for your trust. We are committed to this work, and to
continuing to build and strengthen authentic relationships beyond this research study.
“The African Diaspora Consortium works to positively impact outcomes of Black populations
across the African Diaspora. Arts and culture can be used as a vehicle to enhance understanding
and connectedness as historical and cultural uplift. The economic impact and social impact of
BIPOC and ALAANA representing organizations and their audiences will support our strategy.
From our perspective, at organizations across the nation of the African Diaspora, each artwork
and series is a journey through thought; a way to connect the dots of the past to the present so
that we can collectively decide where to take our future. And the future looks bright!”
— KATRINA ANDRY
ADC Global Visual Artistic Director, African Diaspora Consortium (ADC)
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 23
TRAVEL PARTY AND DEMOGRAPHIC CHARACTERISTICS
Table 12:
Travel Party and Demographic Characteristics of Arts Audiences in the City of Carlsbad
Local
Attendees
Nonlocal
Attendees
Travel Party Size
Average number of adults (18 years of age or older) 2.6 2.8
Average number of children (younger than 18) 0.4 0.4
Average travel party size 3.0 3.2
Age Range
18 to 25 years of age (i.e., Generation Z) 1.7% 0.0%
26 to 41 years of age (i.e., Millennials, Generation Y) 10.1% 40.0%
42 to 57 years of age (i.e., Generation X) 24.6% 0.0%
58 to 76 years of age (i.e., Baby Boomers) 49.9% 53.3%
77 years of age or older (i.e., Greatest Generation, Silent Generation) 13.7% 6.7%
Educational Attainment
Less than high school 0.6% 0.0%
High school degree 7.2% 13.3%
Technical or associates degree 10.0% 6.7%
Bachelor’s degree 45.6% 26.7%
Master’s degree 26.7% 46.7%
Doctoral degree 10.0% 6.7%
Annual Household Income
Less than $30,000 6.9% 0.0%
$30,000 to $59,999 11.9% 6.7%
$60,000 to $99,999 18.2% 33.3%
$100,000 to $149,999 26.0% 40.0%
$150,000 to $199,999 14.1% 13.3%
$200,000 or more 22.9% 6.7%
Identify with a Disability
Yes 8.8% 13.3%
P a g e | 24 Americans for the Arts | Arts & Economic Prosperity 6
Table 12 (continued):
Travel Party and Demographic Characteristics of Arts Audiences in the City of Carlsbad
All
Attendees
Race/Ethnicity*
American Indian or Alaska Native or Indigenous or First Nations 0.8%
Arab or Middle Eastern or Northern African 0.3%
Asian or Asian American 5.6%
Black or African American 1.1%
Hispanic or Latino/Latina/Latinx or Spanish origin 11.6%
Native Hawaiian or Pacific Islander 0.8%
White or Caucasian or European American 85.9%
I prefer to self-identify 2.0%
Any BIPOC or ALAANA 18.6%
White Only 81.4%
* The audience-intercept survey instrument allowed respondents to choose multiple racial/ethnic categories.
Therefore, the sum of the results for the individual categories may exceed 100%.
“As the world’s largest and most reliable resource for destination organizations, arts and
culture organizations make up the beautiful tapestry of what makes destinations come
alive. Advocacy, especially at the local level, and data from the AEP6 research partners
empower destinations to not just showcase their beauty but to measure the impact of
creativity, fostering a vibrant, sustainable future for all to explore and cherish.”
— SOPHIA HYDER HOCK,
Chief Diversity Officer, Destinations International
“City planners know the tremendous power of art and creativity in the built environment. For
the planning profession, artists and culture bearers are key allies in our work: they help us
shape resilient, livable, and equitable places. This is why the Arts & Planning Division of the
American Planning Association advances a network across the fields of planning and the arts.
And this is why we value the AEP6 and its data-driven, place-based approach. We know it will
have a strong impact for our members and our shared work.”
— ANNIS SENGUPTA,
Chair, The Arts & Planning Division of the American Planning Association
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 25
Arts and culture is more than food for the soul. It also puts food on
the table for millions of people across the United States—including in
the City of Carlsbad.
In 2022, nonprofit arts and culture organizations and their audiences generated $1.6
million in economic activity in Carlsbad—$1.4 million in spending by the organizations,
which leveraged an additional $272,419 in event-related spending by their audiences.
This economic activity supported 32 jobs and generated $629,029 in tax revenue.
AEP6 changes the conversation about nonprofit arts and culture organizations from that
of a charity—worthy of funding in prosperous economic times but hard to justify in
challenging times—to that of an industry with an economic and social impact. Arts and
culture organizations are businesses. They employ people locally, purchase supplies
and services from nearby businesses, and produce the authentic cultural experiences
that are magnets for visitors, tourists, and new residents. Their very act of creating,
presenting, exhibiting, and engaging has a positive economic impact on the community.
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. Attendees at the City of Carlsbad’s
nonprofit arts and culture events spend $19.76 per person per event, beyond the cost of
admission—vital income for local merchants and a value-add that few industries can
compete with. Arts and culture organizations also strengthen the visitor economy: 3.9%
of Carlsbad’s arts attendees travel from outside San Diego County; these cultural
tourists spend an average of $28.74 per person. When asked, 68.8% of those 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.
Arts and culture is a fundamental component of livable communities—beautifying cities
and towns, bringing joy to residents, and celebrating diverse cultural expressions and
traditions. It powers the creative communities where people want to live and work, where
entrepreneurs and innovation thrive, and where businesses and nighttime economies
flourish. Shared cultural experiences strengthen sense of belonging and community pride.
Arts & Economic Prosperity 6 delivers a clear and welcome message: when communities
invest in arts and culture, they are not investing in community development at the
expense of economic development. Rather, they are investing in an industry that
stimulates the economy, supports local jobs, and contributes to building healthy, vibrant,
and more livable communities. When we support the arts, we are investing in both
Carlsbad’s economic and community well-being.
P a g e | 26 Americans for the Arts | Arts & Economic Prosperity 6
To make it easier to compare the economic impacts of different organizations located in
the City of Carlsbad (or to calculate updated impact estimates in the five years ahead),
the project researchers calculated the economic impact per $100,000 of direct spending
by nonprofit arts and culture organizations and their audiences.
ECONOMIC IMPACT PER $100,000 OF DIRECT SPENDING BY
NONPROFIT ARTS AND CULTURE ORGANIZATIONS
For every $100,000 in direct spending by a nonprofit arts and culture organization in the
City of Carlsbad, there was the following estimated economic impact during fiscal year
2022.
Table 13
Ratios of Economic Impact Per $100,000 of Direct Spending by Nonprofit Arts and Culture Organizations
in the City of Carlsbad During Fiscal Year 2022
City of Carlsbad
Employment (Jobs) 2.20
Resident Household Income $118,052
Local Government Revenue $5,690
State Government Revenue $8,772
Federal Tax Revenue $28,086
An Example of How to Use the Organizational Spending Calculator Table (above):
An administrator from a nonprofit arts and cultural organization that has total
expenditures of $250,000 wants to determine the organization’s total economic impact
on employment in the City of Carlsbad. The administrator would:
1. Determine the amount spent by the nonprofit arts and cultural organization (in
this example, $250,000)
2. Divide the total expenditure by 100,000 (in this example, $250,000 divided by
100,000 equals 2.5)
3. Multiply that figure by the employment ratio per $100,000 for the City of
Carlsbad
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 27
ECONOMIC IMPACT PER $100,000 OF DIRECT SPENDING BY
NONPROFIT ARTS AND CULTURE AUDIENCES
The economic impact of event-related spending by arts audiences can also be derived
for an individual organization or groups of organizations in the City of Carlsbad.
The first step is to determine the total estimated event-related spending by local
attendees. To derive this figure, first multiply the total attendance by the percentage of
attendees that are residents. Then, multiply the result by the average per pe rson event-
related expenditure by local attendees. The result is the total estimated event-related
spending by local attendees.
The second step is to do the same for nonlocal attendees. To derive this figure, first
multiply the total attendance by the percentage of attendees that are nonresidents. Then,
multiply the result by the average per person event-related expenditure by nonlocal
attendees. The result is the total estimated event-related spending by nonlocals.
Then, sum the results from the first two steps together to calculate the total estimated
event-related audience spending in Carlsbad. Finally, the ratios of economic impact per
$100,000 in direct spending can then be used to determine the total economic impact of
the total estimated audience spending.
Table 14:
Audience Spending Ratios for the AEP6 Calculator in the City of Carlsbad
Local Attendees Nonlocal Attendees
Percentage of Total Attendees 96.1% 3.9%
Average Per Person Event-Related Expenditure $19.42 $28.74
Table 15:
Ratios of Economic Impact Per $100,000 of Direct Spending by Nonprofit Arts and Culture Audiences in
the City of Carlsbad During Fiscal Year 2022
City of Carlsbad
Employment (Jobs) 0.73
Resident Household Income $47,823
Local Government Revenue $3,691
State Government Revenue $5,066
Federal Tax Revenue $9,214
P a g e | 28 Americans for the Arts | Arts & Economic Prosperity 6
An Example of How to Use the Audience Spending Calculator Tables (on the
preceding page):
An administrator wants to determine the total economic impact of the 25,000 total
attendees to his/her organization’s nonprofit arts and cultural events on employment in
the City of Carlsbad. The administrator would:
1. Multiply the total attendance by the percentage of attendees that are residents
2. Multiply the result of step 1 by the average per person event-related
expenditure for residents
3. Multiply the total attendance by the percentage of attendees that are
nonresidents
4. Multiply the result of step 3 by the average per person event-related
expenditure for nonresidents
5. Sum the results of steps 2 and 4 to calculate the total estimated event-related
audience spending
6. Divide the resulting total estimated audience spending by 100,000
7. Multiply that figure by the employment ratio per $100,000 for the City of
Carlsbad
MAKING COMPARISONS WITH SIMILAR STUDY REGIONS
For the purpose of this analysis and unique report, the geographic region being
studied is defined as the City of Carlsbad in California. According to the most recent
data available from the U.S. Census Bureau, the population of the City of Carlsbad was
estimated to be 115,877. For comparison purposes, an appendix of detailed data tables
containing the study results for all 373 participating study regions can be found on at
www.AEP6.AmericansForTheArts.org. The data tables are stratified by population,
making it easy to compare the findings for the City of Carlsbad to the findings for
similarly populated study regions (as well as any other participating study regions that
are considered valid comparison cohorts).
Additional AEP6 tools and resources can be found at www.AEP6.AmericansForTheArts.org.
“As statewide policy makers, NOBEL Women fully appreciates the connection between the arts,
community development, and social improvement. The AEP6 report shows us that this collective
effort across the country fosters diverse and inclusive collaborations that can influence
sustainable policy change and more arts funding. Generating $151.7 billion of economic activity
in 2022, is proof positive of the impact that the arts has on America’s economy.”
— REPRESENTATIVE JUANDALYNN GIVAN (AL)
National President, National Organization of Black Elected Legislative Women
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 29
Historically, Arts & Economic Prosperity studies have underrepresented and
underrecognized arts and culture organizations serving or representing BIPOC- and
ALAANA-identifying communities. For AEP6, we set out to intentionally transform our
approach to focus on reducing systemic research bias; establishing new local, state, and
national partnership models; and creating new narratives that would better represent the
BIPOC and ALAANA arts and culture communities.
But how do you rebuild a 30-year-old institutional economic impact study into one that is
based on a foundation of equity and community engagement? Through constant
communication, planning, learning, adjusting, and then readjusting.
As the Director of AEP6 Community Engagement and Equity, I had the opportunity to
connect with 297 people representing 373 communities to learn from their individual
challenges and witness the pride and passion local and statewide partners held for their
communities. Through these one-on-one conversations, we gained a wealth of
knowledge providing Americans for the Arts the opportunity to be more collaborative,
responsible, and responsive to each of the diverse participating communities. Through
this process of engagement, it was critical to document our journey and what we
learned. Our goal: To share our learnings with the local and statewide partners that will
inform our future work and rebuild a foundation for AEP6 that is centered in equity.
Below, I have outlined eight takeaways for consideration.
1. ONE SIZE DOESN’T FIT ALL
The first major shift to the AEP6 study was the requirement for all local and statewide
research partners to collect 25% of their audience surveys at events hosted or produced
by BIPOC and ALAANA organizations. However, upon implementation, it soon became
clear that a one-size-fits-all approach does not account for the unique characteristics of
each community. Some communities simply didn’t have demographic diversity. Rather
than having those communities ignore the requirement because they could not meet it,
we readjusted the requirements to a scaled approach based on population data from the
U.S. Census. For example, if a community’s demographic data revealed that 5% of the
population identified as a part of the global majority (BIPOC and ALAANA), the audience
survey collection goal at BIPOC and ALAANA centered organizations would adjust to
5%. The remaining 95% of surveys could be collected from other organizations. Many
local and statewide partners were inspired by the requirement to make new connections
and build deeper relationships within their communities. Others were encouraged by this
approach and have gone above and beyond the requirement—collecting more surveys
than the required minimum from BIPOC and ALAANA organizations.
BUILDING AEP6 WITH A
FOUNDATION IN EQUITY
BY DR. GENNA STYLES-LYAS,
DIRECTOR OF AEP6 COMMUNITY ENGAGEMENT AND EQUITY
P a g e | 30 Americans for the Arts | Arts & Economic Prosperity 6
“There is a national movement, a national dialogue here that is so important for a
time such as now.”
— JEREMY JOHNSON
President and CEO
Assembly for the Arts, Cleveland, OH
If, after many points of engagement, the research partners could not identify any BIPOC
or ALAANA arts and culture organizations in their community, then their audience data
collection requirements were met by collecting surveys from non-BIPOC and ALAANA
organizations. Our aim was to be true to the community and not overburden or over-
survey a single organization. With this thoughtfully scaled approach, 141 of the 373
participating communities (37.8%) achieved or surpassed their goal.
CHALLENGES WITH THE U. S. CENSUS
We acknowledge that this revised approach may not be perfect due to the historic
systemic oppressive practices embedded in the U.S. Census methodology such as:
▪ The Three-Fifths Compromise, where enslaved descendants of Africa were
counted as a portion of a person1.
▪ Misuse of the data to the detriment of certain communities, such as the wartime
incarceration of Japanese- Americans in the 1940s2.
▪ Undercounting of people from disinvested communities that have an impact on
social/political resources3—compounding this count is the distrust of the census
in immigrant and other marginalized communities4.
▪ Racial or ethnic categories that do not allow people to identify or feel fully
represented as themselves5,6.
These practices create a challenge when attempting to accurately illustrate population
demographics. However, in future AEP studies, we will continue to refine our processes
in partnership with our community partners to be more inclusive of diverse communities
across the country.
1 https://www.pbs.org/race/000_About/002_04-background-03-01.htm
2 https://www.washingtonpost.com/news/retropolis/wp/2018/04/03/secret-use-of-census-info-helped-send-japanese-americans-
to-internment-camps-in-wwii/
3 https://itep.org/the-role-of-census-data-in-policy-and-racial-equity/
4 https://www.census.gov/newsroom/press-releases/2019/2020-census-
cbams.html#:~:text=The%20analysis%20revealed%20five%20barriers,census%20might%20not%20benefit%20you
5 https://fivethirtyeight.com/features/who-the-census-misses/
6 https://www.cnn.com/2021/08/15/us/census-2020-multiracial-nation/index.html
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 31
2. NECESSARY COLLABORATORS
To advise Americans for the Arts on our approach, methodology, and creation of AEP6
resources, we developed an AEP6 Equity Task Force with members that represented the
breadth of the arts and culture industries. These included researchers, funders, local
research partners, and BIPOC organization leaders who would actually be asked to
complete the surveys. The Task Force helped us present relatable, functional, and
actionable ideas. They also helped us define what a BIPOC and ALAANA organization
was and were the first to review changes to the AEP6 methodology.
With early and frequent involvement of the Task Force, we were able to work more
effectively and impactfully with local and statewide research partners and thus, enable
them to better connect with their BIPOC and ALAANA communities.
Additionally, local and statewide research partners were responsible for boots-on-the-
ground efforts inside the 373 participating study regions. This was th e most difficult work
because they were navigating challenges such as time constraints, perfectionism, and
diving into operationalizing equity—in addition to technical challenges with definitions,
digital options, and systemic bias.
3. IMPORTANCE OF RELATIONSHIPS
As part of this minimum audience sample requirement, the AEP6 project team and
Equity Task Force reviewed the Definition of Eligible Organizations from the previous
AEP study. Although the definition was expansive, the majority of local and statewide
partners have historically only connected with 501(c)(3) organizations that participated
previously or larger, more familiar arts and culture organizations.
The minimum audience survey sample requirement aimed to represent BIPOC and
ALAANA arts and culture organizations and their audiences in this study. In order to
accomplish this, we had to ensure local and statewide research partners understood that
this requirement was more than just a box to check or a quota to meet. Research
partners needed to build trust and maintain their commitment to representation. We
asked research partners to go deep into their communities and expand beyond what the
European standard of the arts and culture community may look like (e.g., ballet, operas,
symphonies, large companies).
The AEP6 project team reviewed the criteria with AEP6 research partners via a webinar
and many one-on-one conversations. We learned that some long-standing BIPOC and
ALAANA organizations had not been recognized as a part of the arts and cu lture
ecosystem. Research partners were excited to learn and identify arts and culture events
happening in community hubs they had not previously considered, such as churches,
libraries, and cultural centers. It was thrilling and rewarding for research partners to dig
into a deeper well of arts and culture organizations. What did we learn?
▪ Some BIPOC and ALAANA organizations that presented arts and culture
programming were social service/social justice organizations.
▪ There were a number of BIPOC and ALAANA organizations that worked together
in a co-leadership model to create an event.
P a g e | 32 Americans for the Arts | Arts & Economic Prosperity 6
▪ Some of the organizations were based outside of the community, but not too far.
▪ Local and statewide research partners were able to network within a community
they had never engaged with previously.
▪ Collaboration created touring opportunities for the BIPOC and ALAANA
organization.
Through the representation of BIPOC and ALAANA organizations, pathways were
uncovered for BIPOC and ALAANA communities to further engage within the arts and
culture sector.
“[The AEP6 study’s focus on inclusion] sparked curiosity and excitement to learn
more about organizations they weren’t connecting with. [With this focus,] we
created a new mini-grant opportunity to help local organizations in the city. AEP6
helped us understand the need and how to take action.”
— KATE GIPSON
Local Research Partner, Louisville, KY
4. TIME OVER TRANSACTIONAL: PERFECTION IS NOT REAL
One of the challenges to building relationships is that it can take a long time, especially
if there is a foundation of historical distrust or marginalization of either side.
Balancing competing commitments of day-to-day responsibilities with completing AEP6
data collection, research partners found it difficult to find the time to make and nurture
new relationships. At times, research partners expressed that it would be easier to reach
out to old organizations that were well-known rather than exploring broader communities.
It became clear that the minimum sample requirement was more than a quick and easy
transactional interaction. Local and statewide research partners found that BIPOC and
ALAANA arts and culture organizations needed to do more than send an email and make
an ask. To accomplish a more representative survey, research partners needed to
maintain an openness and commit time to build new and sustaining relationships.
“There is a lot of work to do, but also, I think one of the ways we’ve been successful
in reimagining AEP6 is that we’re building in time to pause. We’re building in time to
walk into a wall and get stuck and back up and figure out another way—a door, a
window, a ladder—whatever it is, and I think that’s been beneficial to us.”
— SALLY DIX, EXECUTIVE DIRECTOR,
Bravo Greater Des Moines, Des Moines, IA
In some cases, research partners had to accept that some relationships did not result in
a partnership or any level of engagement for the AEP6 study. However, if they tend to
these relationships and responsibly build trust equity, there is an opportunity for future
partnerships for the next AEP study and beyond.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 33
What we heard from local and statewide partners:
▪ There were a number of times when research partners were disappointed or
shocked that BIPOC and ALAANA organizations they found or knew didn’t engage
in the study at all.
▪ Research partners shared that BIPOC and ALAANA organizations committed but
couldn’t follow through. Through direct discussion with some of these BIPOC and
ALAANA organizations, we learned that, like other organizations, low volunteer
engagement and lack of resources made it difficult to carry out the survey.
▪ Some organizations had a distrust or trepidation of the local or statewide research
partner because they had never engaged with the research partner before.
▪ Lastly, some Indigenous, Native American, and American Indian communities
have events and programs that are not open to the public.
We asked research partners not to push or overstep the engagement, just simply work
with these organizations to support them, build trust, and create collaborative
opportunities. Now that local and statewide research partners have this experience
through AEP6, we have greater confidence that we can build upon the foundation of trust
and collaboration established.
5. OPERATIONALIZING EQUITY-CENTERED PRACTICES AND
PROCESSES
The other major component of this study was mitigating the amount of harm to all
participating parties. The AEP6 research team was committed to creating structures of
support and providing resources to do this work intentionally and responsibly with each
participating community. Through each research partner conversation, we learned
another story, challenge, or perspective on the work of AEP6. These conversations were
at the root of how we developed the resources to support and operationalize the
practices and processes of community engagement with BIPOC and ALAANA
organizations.
Some research partners did not know where to start and how to engage. Early
conversations explored the reality that each community engagement touch point is
unique. Recognizing this, the AEP6 team built a one-sheet resource, “Engaging with
Community,” outlining activation points to support and guide responsible communication
through a service-driven mindset. The resource provided clear expectations aimed at
building or rebuilding trust and thoughtful relationships.
“My town has a history of racism and self- segregation. The young black artists here
are not offered access to venues like other artists or arts organizations. When they
have tried to get venue access, these artists or smaller artist collectives are harassed
or met with a level of hostility. However, I have found that most artists collective’s
events are kept really secret with more than one organizer. I have been able to build
a relationship to understand how to join those spaces respectfully.”
— ANONYMOUS RESEARCH PARTNER
P a g e | 34 Americans for the Arts | Arts & Economic Prosperity 6
We also heard concern from several research partners on their ability to locate BIPOC
and ALAANA organizations. To address this concern, we developed the resource,
“Making Connections with BIPOC and ALAANA Organizations,” to advise research
partners on how to intentionally find, approach, connect, and navigate early
conversations, and thoughtfully engage with BIPOC and ALAANA organizations beyond
AEP6.
As one can imagine, our conversations with local and statewide research partners did
not end after the second resource. Instead, they became more complicated and
nuanced. To aid future conversations, we developed the website, Maintaining and
Strengthening Committed Community Connections, a digital engagement tool for
research partners to develop a deeper understanding on how to implement and practice
equitable community engagement efforts to foster and influence advocacy.
Finally, we translated audience surveys into 24 languages, in addition to English, to
ensure representation and better acceptance of the survey. While most respondents
utilized the English version of the survey, we received direct feedback that these
translated surveys helped multilingual speakers feel seen and acknowledged—a
significant early step in strengthening existing and building the new relationships.
“We have the survey in English, but we also had it in Punjabi and Hindi. I can tell
you that it was like this wall came down. And they felt very seen and surprised
that anyone wanted to offer a survey in a cultural language that was familiar to
them. And while most people did end up taking it in English, it was really an
amazing touch point. It opened up a door for conversation between me and the
person taking the survey when they saw that extra mile had been walked to make
this more accessible to them and to their community.”
— JENN GORDON
Former Executive Director
ArtsPartners of Central Illinois, Peoria IL
6. TECHNICAL CHALLENGES
During this process, we had to contend with a number of societal challenges facing
communities across the country. We encouraged expansion in a post-pandemic
environment when volunteers were hard to come by. Unfortunately, this led to some
research partners overcommitting themselves and further realizing that their local
support had diminished. Many partners found themselves overextended, and the arts
and culture organizations they were looking to survey were understaffed, underfunded,
and unable to support the AEP6 effort.
To add to this difficulty, research partners reported that audience members had
communicated an aversion to completing the survey because they didn’t trust where the
information was going or suffered burnout from numerous surveying efforts during the
pandemic.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 35
“Challenges so far have included not having enough volunteers to collect surveys at
our own events. Also, with the organizations and event organizers that we’ve been
working with, sometimes they have a difficult time finding enough volunteers to
fulfill the basic duties of their event. There have been lapses in communication
when dropping off surveys and getting it to the volunteers that are supposed to
collect them all…all of these have been challenges. We just do what we can to
make sure that we attend as many events as possible and gather as many
volunteers as possible and collect as many surveys as possible. It has not been
perfect, but we have been trying to collect as much data as we can.”
— CATHY HARDISON
Executive Director
Wilson Arts, Wilson, NC
And finally, for the first time the AEP6 audience survey had a digital option, in addition to
the paper survey. The research team delivered two different QR codes (one for BIPOC
or ALAANA organizations and a second for non- BIPOC or non-ALAANA organizations)
to each of the local and statewide research partners that would allow audiences to take
the survey on their phones. With the QR codes, we were unable to verify if the correct
version of the code was employed, which created more space for user error. Paper
surveys, on the other hand, were easier to verify because research partners wer e
required to use batch cover sheets to confirm the event as BIPOC or ALAANA. For the
paper surveys, we were able to cross-check the event coding with the name of the
organization which held the event. The only recourse for QR code surveys were
additional administrative steps to screen incoming surveys for suspected anomalies.
With any suspected anomalies, we would have to follow up individually which required
additional time and effort.
7. THE REALITY OF UNCONSCIOUS BIAS
The systemic societal issues facing communities are pervasive. Despite encouragement
to challenge the status quo, we found current policies and practices, in which the status
quo was grounded, hard to move away from.
“We’re working within mainstream culture here in the U.S., and so sometimes, we do
forget that communication style needs to change, especially when we’re working
with human beings. Not every human being is the same, not every community is the
same as well. We like to tout that the U.S. is a melting pot of cultures. It may be a
melting pot, but it doesn’t mean that we’re all blended together and just a blank
array. We have our unique abilities. We have our unique cultures and traditions that
need to be addressed, especially when we are approaching people to ask for
information from them. While [the study] may benefit these communities, it doesn’t
mean that they want to participate if we’re not presenting the benefits for them, but
also being humble in how we approach.”
— MARIO MESQUITA
Manager of Advocacy and Engagement
Regional Arts & Culture Council, Portland, OR
P a g e | 36 Americans for the Arts | Arts & Economic Prosperity 6
As with any random sampling effort, we acknowledge the possibility of interviewer bias
during the audience engagement portion. Even though instructions were given to ensure
random sampling, it is impossible to completely rule out interviewer bias in the selection
of event attendees surveyed. Additionally, in some participating communities, there was
a built-in perception of a deficit outcome story. Some research partners expressed
nervousness about attending free community events or other events in non-traditional
spaces because the economic outcome story of the region would be brought down by
low spending at the event. We encouraged research partners to push through that
perception and attend, as those events are all part of the arts and culture ecosystem.
We found that the level of spending by audiences at BIPOC and ALAANA events
($38.29) is very similar to the national overall arts and cultural events spending average
($38.46). With the addition of social impact questions to AEP6, we found even more
valuable data beyond the economic impact. 86.6% of attendees to BIPOC and ALAANA
events believe that their attendance to these arts and culture events is a way of ensuring
them for future generations.
Reflecting on the above-mentioned findings, the perception of BIPOC and ALAANA
organizations creating a reduction in the region’s economic impact is simply untrue.
However, these perceptions are often rooted in bias fed by societal challenges. The
perceptions are hard to tackle because they are sometimes unconscious assumptions
and based on past experiences. We will continue to work with local and statewide
research partners while learning from and supporting BIPOC and ALAANA organizations
to build better engagement and combat social issues that block progress.
8. REFINING DEFINITIONS
When we began the process of making AEP6 more inclusive, one of the most asked
questions was centered on how we defined BIPOC and ALAANA organizations. The
AEP6 Equity Task Force was critical in this process. We wanted to allow organizations
the ability to self-identify as BIPOC or ALAANA; however, the timeline of the project
meant that the audience survey had to come before the organizational survey where
each organization would self-identify. This meant local and statewide research partners
had to research whether arts and culture organizations and events were BIPOC- or
ALAANA-identifying prior to completing audience surveys. In order to guide research
partners to find BIPOC and ALAANA organizations, we came up with the following
definition:
BIPOC and ALAANA organizations include organizations that have a
mission statement (or guiding principles) that is centered on advancing,
creating, and/or preserving artistic and cultural traditions rooted in
communities of color.
During our process, a research partner emailed a list of organizations they found, whose
mission didn’t explicitly identify as rooted in a community of color, including The Griot
Collective of West Tennessee. We learned the term “griot” is defined as a member of a
class of traveling poets, musicians, and storytellers who maintain a tradition of oral
history in parts of West Africa. The ability to identify the term allowed us to better
understand if the organization fit within the criteria. Additionally, we looked at the
programs the collective organized. It was highly likely the organization would identify as
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 37
BIPOC or ALAANA. We recommended the partner reach out to the Griot Collective to
talk about the study, confirm how they identify, and see if they would be interested in
participating.
We found that there were many BIPOC and ALAANA organizations that cannot or do not
put their affiliation within their mission statement due to some of their communities’
societal circumstances. Constant communication between local and statewide research
partners, independent research, personal practitioner experience, and information from
local arts organizations also aided in identification efforts. Based on this definition and
discussions with local arts organizations, we were able to identify additional
organizations that may not have been considered BIPOC- or ALAANA-identifying at the
outset of this process.
While the BIPOC or ALAANA organization definition originally required that more than
50% of the organization’s audiences/attendees identify as BIPOC or ALAANA, we found
that this requirement did not represent a majority of BIPOC and ALAANA organizations
across the country. Further, we found that inconsistent or nonexistent practices to track
audience demographics—and the implicit bias involved with attempting to broadly
categorize audiences—affirmed the need to remove this requirement.
CONCLUSION
Americans for the Arts will continue to refine the AEP study, discovering opportunities to
improve the process while also celebrating successes in each iteration. We discovered
that our past focus on methodology and capturing economic heavyweights like large-
budget Eurocentric institutions, contributed to the underrepresentation of organizations
serving or representing BIPOC- and ALAANA-identifying communities and their ability to
advocate for their economic impact. Will our transformed methodology in AEP6 rectify
our history of underrepresenting BIPOC and ALAANA communities? No, but we are
continuing to remodel and expand future iterations of the AEP study to ensure we do not
overlook other vital areas.
Showing only the economic impact is a singular tool we can use for advocacy. It does
not show the necessary nuances required to truly engage with the community. Dollars
and jobs can’t quantify the sense of community and fellowship you experience when you
attend a local fair, the pride audiences feel when exploring your neighborhood an d
finding a mural that captures the essence of your community, or the affirmation of
identity that comes when you attend an event as a means to ensure that very cultural
experience will be available for future generations. These feelings are based on
community and transcend across all generations and life experiences. AEP6 is just
beginning to scratch the surface—revealing important social and community impact
questions to evolve a bigger narrative for advocacy. We are grateful for all of the hard
lessons we had to learn during AEP6, and we look forward to sharing and growing in this
work with the industry. From the bottom of our hearts, we want to thank our partners for
the conversations, the feedback, the calls, and the questions, and for challenging us
every step of the way to make sure your perspective was heard, and your community
was represented. We see you. We will keep listening. We will keep doing the work.
P a g e | 38 Americans for the Arts | Arts & Economic Prosperity 6
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.
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
multi- county 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 economic modeling platform, input-output analysis models
were customized for all 373 study regions. These quantitative models measure the
economic relationships between hundreds of different industries in each geographic
area. 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.
TO PARTICIPATE IN AEP6, THE 297 LOCAL AND STATEWIDE
RESEARCH PARTNERS AGREED TO FOUR PARTICIPATION
CRITERIA.
1. Identify and code the comprehensive universe of eligible arts and culture
organizations located in their study region.
2. Assist with the collection of detailed financial and attendance information from
those organizations and review the information for accuracy.
3. Collect audience-intercept surveys from attendees at a broad, representative
sample of cultural events that take place in their study region.
4. Pay a modest cost-sharing fee. (No community was refused participation for an
inability to pay.)
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 39
To secure the City of Carlsbad’s status as one of the 373 participating
communities, the City of Carlsbad Cultural Arts Office responded to the Call for
Participants and agreed to complete the required criteria.
HOW LOCAL AND STATEWIDE RESEARCH PARTNERS
IDENTIFIED ELIGIBLE ARTS AND CULTURE ORGANIZATIONS
FOR STUDY INCLUSION.
Each of the 297 research partners identified the universe of nonprofit arts and culture
organizations located in their region using the National Taxonomy of Exempt Entity
(NTEE) coding system as a guideline. The NTEE system—developed by the National
Center for Charitable Statistics at the Urban Institute—is a definitive classification
system for nonprofit organizations recognized as tax exempt by the Internal Revenue
Code. This system divides the entire universe of nonprofit organizations into 10 major
categories, including “Arts, Culture, and Humanities.” The IRS Business Master File lists
approximately 116,000 nonprofit arts and culture organizations registered with the IRS in
2022.
The following NTEE “Arts, Culture, and Humanities” subcategories were included in this
study:
▪ A01 – Alliances and Advocacy
▪ A02 – Management and Technical Assistance
▪ A03 – Professional Societies and Associations
▪ A05 – Research Institutes and Public Policy Analysis
▪ A11 – Single Organization Support
▪ A12 – Fund Raising and Fund Distribution
▪ A19 – Support (not elsewhere classified)
▪ A20 – Arts and Culture (general)
▪ A23 – Cultural and Ethnic Awareness
▪ A24 – Folk Arts
▪ A25 – Arts Education
▪ A26 – Arts and Humanities Councils & Agencies
▪ A27 – Community Celebrations
▪ A30 – Media and Communications (general)
▪ A31 – Film and Video
▪ A32 – Television
▪ A33 – Printing and Publishing
▪ A34 – Radio
▪ A40 – Visual Arts (general)
▪ A50 – Museums (general)
▪ A51 – Art Museums
▪ A52 – Children’s Museums
▪ A53 – Folk Arts Museums
▪ A54 – History Museums
▪ A56 – Natural History and Natural Science Museums
▪ A57 – Science and Technology Museums
▪ A60 – Performing Arts (general)
▪ A61 – Performing Arts Centers
▪ A62 – Dance
▪ A63 – Ballet
▪ A65 – Theatre
P a g e | 40 Americans for the Arts | Arts & Economic Prosperity 6
▪ A68 – Music
▪ A69 – Symphony Orchestras
▪ A6A – Opera
▪ A6B – Singing and Choral Groups
▪ A6C – Bands and Ensembles
▪ A6E – Performing Arts Schools
▪ A70 – Humanities (general)
▪ A80 – Historical Organizations (general)
▪ A82 – Historical Societies and Historic Preservation
▪ A84 – Commemorative Events
▪ A90 – Arts Services (general)
▪ A99 – Arts, Culture, and Humanities (miscellaneous)
▪ B70 – Libraries
▪ C41 – Botanical Gardens and Arboreta
▪ C42 – Garden Clubs
▪ D50 – Zoos and Aquariums
▪ N52 – Fairs and Festivals
▪ Q21 – International Cultural Exchange
AEP6 takes an inclusive approach that accounts for different localities and cultures. For
example, in some communities, the museum may be a nonprofit organization while in
others it is a government-owned and operated entity. Both are included in AEP6. Also
included are entities such as public and private local arts agencies, living collections
(zoos, aquariums, and botanical gardens), university presenters, and arts programs
under the umbrella of a non-arts organization or facility (such as a library, social service
organization, or church). In addition to the organization types listed above, the study
research partners were encouraged to include other types of eligible organizations if
they play a substantial role in the cultural life of the community or if their primary
purpose is to promote participation in, appreciation for, and understanding of arts and
culture. In short, if it displays the characteristics of a nonprofit arts and culture
organization and has an identifiable budget, attendance, and leadership, it was included
in AEP6. This study does, however, exclude individual artists and the for-profit arts and
entertainment sector (e.g., Broadway or the motion picture industry)—all vital and valued
components of the nation’s arts landscape but beyond the scope of this study.
SURVEYS OF NONPROFIT ARTS AND CULTURE
ORGANIZATIONS
Detailed information was collected from 16,399 eligible organizations about their fiscal
year 2022 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%. 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 in most of the individual study regions.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 41
In the City of Carlsbad, 3 of the 9 total eligible nonprofit arts and culture
organizations identified by the City of Carlsbad Cultural Arts Office provided the
financial and attendance information required for the study analysis—an overall
participation rate of 33.3%.
SURVEYS OF NONPROFIT ARTS AND CULTURE AUDIENCES
Audience-intercept surveying, a common and accepted research method, was conducted
in all 373 of the study regions to measure event-related spending by nonprofit arts and
culture audiences. Attendees and participants were asked to complete a short survey
while attending an event. Nationally, a total of 224,677 attendees completed the survey
for an average of 602 surveys per study region. 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. The survey
respondents provided information about the entire party with whom they were attending
the event. With an overall average travel party size of 2.41 people, this data represents
the spending patterns of 541,472 attendees.
In the City of Carlsbad, a total of 409 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
The nation’s economy is shaped by complex interactions among businesses, workers,
and communities. To derive the most reliable economic impact data, input-output
analysis is used to measure the impact of expenditures by nonprofit arts and culture
organizations and their audiences. This is a highly regarded type of economic analysis
that has been the basis for multiple Nobel Prizes in economics. The models are systems
of mathematical equations that combine statistical methods and economic theory in an
area of study called econometrics.
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. The model quantifies how changes
in one sector’s output and demand for inputs affect other sectors in the economy.
IMPLAN’s models are based on detailed tables that represent the flow of goods and
services between different industries.
IMPLAN relies on region-specific and industry-specific data to customize input-output
models for different areas and sectors, allowing for more accurate analysis.
In short, 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.
P a g e | 42 Americans for the Arts | Arts & Economic Prosperity 6
To complete this analysis for the City of Carlsbad, the researchers used the
IMPLAN platform to build a customized input-output model based on the unique
economic and industrial characteristics of San Diego County.
CALCULATION OF THE NATIONAL ECONOMIC IMPACT
ESTIMATES
The national estimates were derived using the following steps:
1. The 130 cities and towns that participated in the study were stratified into six
population cohorts, and average economic impact results were calculated for
each cohort. Ten communities were excluded from the calculation of the averages
due to their comparably high levels of economic activity relative to the other
participating communities in their cohort. This was done to avoid inflating the
national estimates.
2. The nation’s largest 13,189 incorporated places were assigned to one of the six
groups based on their population, as supplied by the U.S. Census Bureau, and
assigned the economic impact average for its population group.
3. The average economic impact values of the cities and towns were added together
to determine estimated national economic impact findings.
A comprehensive description of the methodology used to complete this national study is
available at www.AEP6.AmericansForTheArts.org.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 43
BIPOC and ALAANA
These acronyms are used to reference individuals or communities of color: BIPOC
(Black, Indigenous, People of Color) and ALAANA (African, Latine, Asian, Arab, Native
American). While these terms do not fully encompass or represent the complicated and
multi-layered nature of indigeneity or ethnic and racial identities, they are the most
commonly used terms in our work.
Cultural Tourism
Travel directed toward experiencing and engaging with the arts, culture, heritage,
traditions, and special character of a place. It may involve visiting an arts and culture
organization, attending festivals, and experiencing the cuisine.
Direct Economic Impact
A measure of the economic effect of the initial expenditure within a community. For
example, when a symphony pays its players, each musician’s salary and the associated
payroll taxes paid by the nonprofit represent direct economic impact.
Direct Expenditures
The first round of expenditures in the economic cycle (the money buyers pay to sellers in
exchange for goods or services). A ballet company’s purchase of dance shoes is an
example of direct expenditures.
Econometrics
The process of using statistical methods and economic theory to develop a system of
mathematical equations that measures the flow of dollars between local industries. The
input-output model customized for each AEP6 community is an example of an
econometric model.
Household Income (or Personal Income)
The salaries, wages, and entrepreneurial income residents earn and use to pay for food,
mortgages, and other living expenses. It is important to note that resident household
income is not just salary. When a business receives money, for example, the owner
usually receives a percentage of the profit, resulting in income for the owner. Household
income also includes benefits and employer-paid payroll taxes (social security,
unemployment, etc.).
IMPLAN
AEP6 study uses IMPLAN for its economic analysis. IMPLAN is short for “IMpact
analysis for PLANning.” It is a widely used economic modeling and impact analysis tool.
Using the IMPLAN economic modeling platform, input- output analysis models were
customized for all 373 study regions. These quantitative models measure the economic
relationships between hundreds of different industries in each geographic area. IMPLAN
is a well-regarded system that is used by more than 1,000 U.S. companies and
governments.
P a g e | 44 Americans for the Arts | Arts & Economic Prosperity 6
Indirect and Induced Impact
AEP6 measures the economic impact of the arts using a methodology that enables
economists to track how many times a dollar is respent within the local economy and
thus, to measure the economic impact generated by each round of spending. For
example, when a theater company purchases paint from the local hardware store, there
is a measurable economic effect of that initial expenditure within a community. However,
the economic benefits typically do not end there because the hardware store uses some
of its income to pay the clerk that sold the paint (induced impact), as well as to pay other
businesses such as the electric bill (indirect impact). The indirect and induced economic
impacts are the effects of the subsequent rounds of spending by businesses and
individuals, respectively.
Input-Output Analysis
A system of mathematical equations that combines statistical methods and economic
theory in an area of economic study called econometrics. Economists use this model
(occasionally called an inter-industry model) to measure how many times a dollar is
respent in, or ripples through, a community before it leaks out (see Leakage). The model
is based on a matrix that tracks the dollar flow between hundreds of finely detailed
industries in each community. It allows researchers to determine the economic impact of
local spending by nonprofit arts and culture organizations on jobs, household income,
and government revenue.
Jobs (Employment)
Employment data in IMPLAN is an annual average headcount of full time, part time, and
seasonal employment. Note that a person can hold more than one job, so the job count
is not necessarily the same as the count of employed persons. While IMPLAN
employment adjusts for seasonality, it does not indicate the number of hours worked per
day. It is not, therefore, equal to full time equivalents. This is the same definition used by
the U.S. Bureau of Economic Analysis Regional Economic Accounts and the U.S. Bureau
of Labor Statistics Census of Employment and Wages.
Leakage
Leakage refers to the money that is spent outside of a community. This is measured
because nonlocal spending has no economic impact within the community, whereas
dollars spent within the community continue to have an economic local impact. A ballet
company purchasing shoes from a nonlocal manufacturer is an example of leakage. If
the shoe company were local, the expenditure would remain within the community and
create another round of spending (and local economic impact) by the shoe company.
Social Impact
In AEP6, social impact refers to the effect that the nonprofit arts and culture industry has
on the well-being of individuals and their community, such as social connections,
community pride and identity, physical and emotional health, and community livability.
Tax Revenue to Local, State, and Federal Governments
The IMPLAN economic modeling platform used in AEP6 provides a measure of
government tax income based on the transactions of the tracked economic activities. It
includes taxes paid by both businesses and individuals such as sales tax, income tax,
corporate tax, and property tax.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 45
This section answers some common questions about the AEP6 study, and the
methodology used to complete it.
What is the significance of the AEP6 study?
Americans for the Arts provides the trusted knowledge and information tools that leaders
need to advocate for increased funding for arts and culture, inclusive equitable policies
and programs, and a thriving local arts agency field. Building on its 30-year legacy as
the largest and most inclusive study of its kind, Arts & Economic Prosperity 6 (AEP6) is
an economic and social impact study of the nation’s nonprofit arts and culture industry.
The study provides detailed findings on 373 regions from across all 50 states and Puerto
Rico—ranging in population from 4,000 to 4 million—and represents rural, suburban, and
large urban communities. AEP6 uses a rigorous methodology to document the economic
contributions of the arts and culture industry, demonstrating locally as well as nationally
that arts and culture is a critical economic driver of vibrant communities. Americans for
the Arts partnered with 297 local, regional, and statewide organizations that represent
the 373 study regions in AEP6. This study absolutely could not have been completed
without them. This collective effort across the country fosters diverse and inclusive
collaborations that can influence sustainable policy change and more arts funding. AEP6
is released with important national partners—organizations of public and private sector
leaders that steer billions of dollars into arts and culture funding and create arts-friendly
policies. These include:
▪ Actors’ Equity Association
▪ African Diaspora Consortium
▪ Arts & Planning Division (American Planning Association)
▪ Black Legislative Leaders Network
▪ Department for Professional Employees, AFL- CIO (American Federation of Labor
and Congress of Industrial Organizations)
▪ Destinations International
▪ International City/County Management Association
▪ Independent Sector
▪ National Association of Counties
▪ National Conference of State Legislatures
▪ National Alliance of Community Economic Development Associations
▪ National Independent Venue Association
▪ National Organization of Black Elected Legislative Women
▪ Race Forward
▪ Recording Industry Association of America
▪ The Conference Board
▪ U.S. Conference of Mayors
P a g e | 46 Americans for the Arts | Arts & Economic Prosperity 6
What are the key findings from AEP6?
AEP6 uses a highly regarded, conservative approach to analyze the economic impact of
the nonprofit arts and culture industry, which generates a significant amount of economic
activity by its organizations and event-related spending by its audiences.
The message is clear: a vibrant nonprofit arts and culture community not only keeps
residents and their discretionary spending close to home, but it also attracts visitors who
spend money and help local businesses thrive.
Local Impact
What continues to set AEP6 apart from other national studies is exactly why it is so
useful. It is local. Every study region uses the same rigorous methodology, and each
receives its own customized report. Surveys from 16,399 nonprofit arts and culture
organizations and 224,677 of their attendees were collected by local and statewide
research partners, and a customized input-output economic model was built for each
region.
Arts and Culture Audience Impact
AEP6 is the only national study that incorporates the event-related spending by arts
and culture audiences. When attendees go to an arts and culture event, they may
also pay for parking, eat dinner at a restaurant, enjoy dessert after the show, and
return home to pay child or pet care. The typical attendee spends $38.46 per person,
not including the cost of admission.
Visitor Impact
Vibrant arts and culture communities attract visitors who spend money and help local
businesses thrive. The study found that one-third of attendees (30.1%) were from
outside the county in which the arts event took place. They spent an average of
$60.57, twice that of their local counterparts ($29.77)—all vital income for local
merchants. For 77% of respondents, the primary purpose of their visit was to attend
that cultural event. When we asked arts and culture event attendees what they would
have done if the event where they were surveyed had not been available, 51% of
local attendees said they would have “traveled to a different community to attend a
similar arts or cultural activity,” and 64% of nonlocal visitors would have selected
another community as well.
Social Impact
For the first time, AEP6 asked audiences social impact questions. Beyond its
economic and financial impacts, arts and culture provides social contributions that
benefit the wider community, such as neighborhood pride and cultural identity.
Surveys completed by attendees demonstrate a deep appreciation for how arts and
culture impacts the development and well-being of communities and their residents.
▪ 89% of respondents agreed the activity or venue they were attending was “a
source of neighborhood pride for the community.”
▪ 86% said they would “feel a sense of loss if that activity or venue was no
longer available.”
▪ 86% felt it important that future generations also be able to have that cultural
experience. This high level of appreciation is found across all socioeconomic
groupings.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 47
Equity and Inclusion
AEP6 included an expectation—for the first time—that our research partners would
collect a portion of audience surveys from attendees to events that were presented,
produced, or hosted by BIPOC and ALAANA organizations. The study found:
▪ Spending by attendees at BIPOC and ALAANA organizations was nearly
identical to the overall national average ($38.29 and $38.46 per person,
respectively).
▪ Social impact survey results were also nearly identical. For example, 81.2% of
attendees at BIPOC and ALAANA organizations agreed, “This venue or facility
is an important pillar for me within my community.” The figure for all attendees
was 81.4%.
▪ These findings should initiate critical funding conversations about BIPOC and
ALAANA organizations receiving fair and proportional financial support.
▪ A 2019 report by Americans for the Arts, for example, found that among local
arts agency grantmaking organizations, the largest 16% of grant recipients (by
budget) received 73% of the dollars awarded.
▪ The 2022 survey found that the pandemic’s impact was not felt equally.
Organizations serving and representing BIPOC communities were more likely
to report lacking the financial resources needed to return to in-person
programming than non-BIPOC organizations (55% vs. 38%).
▪ Ensuring equitable funding for arts and culture organizations is a vital step in
creating an inclusive, balanced, and vibrant cultural landscape.
What are the problems or challenges that AEP6 helps to address?
Like all nonprofits, arts and culture organizations have a public purpose: to make their
cultural product broadly accessible so everyone can share in its benefits. And, like all
nonprofits, they depend on financial support from the 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.
AEP6 brings a welcome message: when we invest in the arts, we are investing in an
industry that strengthens the economy and builds more livable communities.
Past AEP studies have focused primarily on the financial, economic, and tourism
contributions of the nonprofit arts and culture industry. A result of this has been an
underrepresentation and underrecognition of arts and culture organizations that primarily
serve communities of color and their audiences. For the first time, AEP6 expands
beyond the economic and financial data to learn about the arts’ social impact on the
overall well-being of communities and the importance of affirming s paces in BIPOC- and
ALAANA-identifying communities. With the goal of making AEP6 more inclusive and
reducing systemic bias, Americans for the Arts transformed its approach and expanded
the inclusion and participation of organizations serving or representing communities of
color by:
▪ Hiring an AEP6 community engagement and equity research director
▪ Adding an equity consultant to the research team
▪ Establishing an AEP6 Equity Task Force composed of leaders from all segments
of the industry
▪ Completing a full review and restructure of the methodology
P a g e | 48 Americans for the Arts | Arts & Economic Prosperity 6
▪ Ensuring publishing accessibility guidelines were met and providing inclusive
language offerings (e.g., the audience survey was available in 25 languages)
▪ Creating a series of community engagement tools to help our research partners
identify, approach, and establish new and strengthen existing relationships with
organizations representing BIPOC- and ALAANA-identifying communities
Why did AEP6 do a focused analysis of the BIPOC and ALAANA organizations and
their audiences?
There are many identities and communities that are marginalized, persecuted, and
discriminated against across the nation. For the purposes of AEP6, we identified BIPOC
and ALAANA organizations as a starting place, as the social construct of race has been
historically pervasive and at the bedrock of prejudice since well before the 1700s. We
also acknowledge that there are intersectionalities within BIPOC and ALAANA people
that span many other marginalized groups. AEP6 provides a baseline for future studies
to explore and potentially expand.
What impact did the COVID-19 pandemic have on AEP6?
AEP6 was postponed for 16 months due to the pandemic. Data collection for AEP6 was
originally scheduled to be completed by December 2021 and based on budget and
attendance information for the 2020 fiscal year. The study now focuses on fiscal year
2022. The pandemic had a devastating impact on the arts sector. According to national
survey work by Americans for the Arts, 99% of producing and presenting arts and culture
organizations canceled events during the pandemic—representing the loss of an
estimated 557 million ticketed admissions. A secondary impact of the pandemic is the
continued stress faced by the arts and culture industry. This includes continued reduced
staffing levels needed to complete the organizational survey as well as fewer volunteers
and staff to conduct the audience surveys.
What trends do you see between the last AEP5 study (2017) and this current AEP6
study (2023)?
The pandemic occurred in the time between the AEP5 and AEP6 fiscal years of analysis
(2015 and 2022, respectively). While analyses of the pandemic’s impact on the arts will
continue for years to come, the challenges it brought had an undeniable effect on the
industry. Thus, study-to-study comparisons of AEP findings are not recommended.
Because of the robust samples of audience surveys that were collected for each study
(212,671 for AEP5 and 224,677 for AEP6), it is appropriate to make comparisons with
some of the audience data. Nationally, the average per person event-related expenditure
increased from $31.47 in AEP5 to $38.44 in AEP6 (+22%), a change that keeps pace
with inflation. Conversely, the percentage of nonlocal attendees decreased from 34% in
AEP5 to 30% in AEP6 (-11.5%).
What is new in 2022 versus previous years?
The prioritization of financial and economic analyses in past AEP studies typically
resulted in high rates of inclusion by large-budget organizations (often focused on
Eurocentric culture) and an underrepresentation of arts and culture organizations that
primarily serve communities of color. Two changes were made to the AEP6 methodology
with the goal of mitigating this imbalance.
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 49
1. The first was building a larger and more inclusive universe of organizations
eligible to be surveyed in AEP6. Local and statewide research partners used new
protocols to make contact with organizations that they may have had no previous
relationship with and identify new ones they were unaware of. Research partners
also sought to identify arts and culture programs under the umbrella of a non-arts
organization or facility (e.g., social service agency, faith-based institution, or
library). Expanding the terminology to “arts and culture” was also a deliberate
equity strategy. This is because “arts” organizations and “culture” organizations
are used synonymously in some communities of color.
2. AEP6 included an expectation—for the first time—that our local and statewide
research partners would collect a portion of audience surveys at events that were
presented, produced, or hosted by BIPOC and ALAANA organizations. A
requested sample size was determined for each community based on the U.S.
Census Bureau’s percentage of the population that identifies as “White only, not
Hispanic or Latino.” For example, if the census estimates that 20% of a
community’s population identifies as something other than “White only, not
Hispanic or Latino,” the research partner representing that community was asked
to collect at least 20% of their total sample of audience surveys from attendees to
BIPOC and ALAANA organizations. The requested minimum sample was “at least
25%” for nearly two-thirds of the 373 participating communities. While just 141 of
the 373 study regions were able to meet the data collection goal (38%), it yielded
a robust national sample of 37,805 respondents.
Who conducted this research?
Americans for the Arts led the research in collaboration with its local and statewide
research partners. There are a total of 297 research partners representing 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 multi-county
regions, 18 arts districts, and 21 states/ territories).
Who is the sample group for the research?
In 2021, Americans for the Arts published a call for communities interested in
participating in the AEP6 study. Study partners agreed to complete the study’s four
participation criteria. Some partners requested that multiple study regions be included in
their study (e.g., a county as well as a specific city within the county). As a result, 297
study partners represent a total of 373 participating study regions.
How were the eligible arts organizations in each community selected?
Each of the 297 study partners identified the universe of nonprofit arts and culture
organizations located in their region(s). Eligibility was determined using the Urban
Institute’s National Taxonomy of Exempt Entities (NTEE) coding system as a guideline.
Communities were encouraged to include other types of eligible organizations if they
play a substantial role in the cultural life of the community or if their primary purpose is
to promote participation in, appreciation for, and understanding of the visual, performing,
folk, literary, and media arts. These include government-owned or operated cultural
facilities and institutions, municipal arts agencies or councils, living collections (such as
zoos and botanical gardens), university museums and presenters, and arts programs
P a g e | 50 Americans for the Arts | Arts & Economic Prosperity 6
that are embedded under the umbrella of a non-arts organization or facility. For-profit
businesses and individual artists were excluded from this study. In short, if it displays the
characteristics of a nonprofit arts and culture organization, it was included.
To assist the 297 study partners, Americans for the Arts provided a sample list of the
eligible organizations that are located in each of the 373 participating communities using
secondary source data. For communities in the six New England states (Connecticut,
Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont), a list of eligible
organizations was provided by our research partner the New England Foundation for the
Arts via its CreativeGround database, a dynamic regional directory that celebrates and
reflects the vital work of New England’s artists, creatives, culture bearers, and creative
organizations and businesses. For communities in all other states, a list of eligible
organizations was licensed from Candid’s GuideStar database of 1.8 million IRS-
recognized tax-exempt organizations. Each study partner reviewed, cleaned, and
supplemented the list for their community using their own data sources, then returned a
final list of eligible organizations to Americans for the Arts.
What is the study methodology? What type of economic analysis was done to
determine the study results?
AEP6 uses a highly regarded, conservative approach to analyze the economic impact of
the arts and culture industry, which generates a significant amount of event- related
spending and tax revenue.
Researchers—together with local and statewide AEP6 study partners—collected
expenditure and attendance data from 16,399 arts and culture organizations and
224,677 of their attendees to measure total industry spending. Using the IMPLAN
economic modeling platform, input-output analysis models were customized for each
study region. These quantitative models measure the economic relationships between
hundreds of different industries in each geographic area. This, in turn, enables
localizable economic impact results to be derived.
Why this level of rigor? Quite simply, $50 spent in two different cities, even if in the same
state, may have two very different sets of economic impact outcomes. It takes more than
one million calculations to derive the economic impact data for each community.
IMPLAN’s methodology utilizes a highly regarded method of economic analysis that
ensures reliable and actionable localized results.
Will elected officials, economists, and other community decision-makers trust the
validity and rigor of the AEP6 study?
Yes, the AEP6 study makes a strong argument to legislators, but you may need to
provide them with some extra help. It will be up to the user of this report to educate the
public about economic impact studies in general and the results of this study.
▪ The user may need to explain the study methodology used and the IMPLAN
system that provides a customized input- output model for each of the 373 study
regions. You can be confident that the input-output analysis used in this study is a
highly regarded model in the field of economics.
▪ It is also valuable to mention the conservative approach used by AEP6. For
example, organizational expenditures are based only on the data collected. No
estimates are made for nonresponding organizations. The audience surveys are
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 51
conducted at a broad range of cultural events to ensure a representative sample,
and not just at the highest priced venues, which would inflate the audience
spending averages.
▪ The AEP6 national partners are organizations of public and private sector leaders
that steer billions of dollars into arts funding and create arts-friendly policies.
They are partners because (1) they too believe the arts are a fundamental
component of a healthy community, and (2) they view the methodology and study
findings worthy of their members’ attention. Partners are listed on the b ack cover
of every AEP6 report.
▪ The AEP6 methodology was developed and vetted by economists. As in any
professional field, however, there are differing opinions about procedures, jargon,
and the best way to determine results. Ask ten artists to define art, and you can
expect ten different answers. Ask ten economists the best way to measure the
economic impact of arts and culture, and you can expect a similar range of
responses. Some economists, for example, prefer to exclude spending by
residents in the economic analysis and only track the impact of spending by
visitors (often considered the purest form of economic development). Others,
however, include resident spending because it plays a significant role in
understanding the industry’s overall economic contributions to local businesses
and the community. In AEP6, both local and nonlocal impacts are counted in the
analysis.
The data tables in the report appendix provide details about both local and nonlocal
economic impacts. This provides full transparency of the work and offers the opportunity
for others to find additional insights from the study.
Who funds this research?
AEP6 was funded by the 297 local and statewide study partners and the Americans for
the Arts Ruth Lilly Endowment Fund.
P a g e | 52 Americans for the Arts | Arts & Economic Prosperity 6
Americans for the Arts expresses its gratitude to the many people across the country
who made Arts & Economic Prosperity 6 possible and assisted with its development,
coordination, and production. A study of this scale cannot be completed without the
collaboration of many partnering organizations and individuals.
The City of Carlsbad Cultural Arts Office
This study would not have been possible without the City of Carlsbad Cultural Arts
Office, our research partner in the City of Carlsbad, which was responsible for the local
implementation and data collection requirements. Thank you!!
Research Partners
Special thanks to each of our 297 local, regional, and statewide research partners who
contributed time, heart, and financial support toward the completion of this national
study. We thank each one of them. AEP6 would not have been possible without them.
Thanks also to the New England Foundation for the Arts and SMU DataArts for their
collaboration and contributions to the data collection effort.
AEP6 Equity Task Force
The AEP6 Equity Task Force provided invaluable advisory support and guidance
throughout the study. Their insights and expertise are reflected in everything from the
methodology to the survey design to community engagement tools used by local
research partners to language usage and narrative messaging of the report, thereby
helping to ensure the inclusion of BIPOC and ALAANA arts and culture organizations
and communities in the study. The Task Force has enabled Americans for the Arts to
begin to address its history of underrepresenting BIPOC and ALAANA arts and culture
organizations as part of the AEP studies. We are most grateful.
▪ Sandra Aponte, Program Officer, John D. and Catherine T. MacArthur Foundation
▪ Mark Cardwell, Founder and Principal Consultant, Cardwell Communications LLC
▪ Sally Dix, Executive Director, Bravo Greater Des Moines
▪ Angie Durrell, Founder and CEO, INTEMPO
▪ Suzan Jenkins, Chief Executive Officer, Arts & Humanities Council of Montgomery County
▪ Elisheba Johnson, Curator, Wa Na Wari
▪ Jeremy Johnson, President and CEO, Assembly for the Arts
▪ Monica Montgomery, Social Justice Curator, Museum Consultant, Community Engager
▪ David Pankratz, Arts Policy and Research Advisor
Miles Partnership
▪ Melissa Cherry, Chief Diversity & Inclusion Officer and Senior Vice President
▪ Najauna White, Vice President, Diversity, Equity & Inclusion
▪ Juan F. Vargas, Diversity, Equity & Inclusion Account Director
Americans for the Arts | Arts & Economic Prosperity 6 P a g e | 53
Americans for the Arts Staff
A study of this magnitude is a total organizational effort. Appreciation is extended to the
entire staff and board of Americans for the Arts. The Research Department was
responsible for the production of this study—Benjamin Davidson, Dr. Genna Styles-Lyas,
and Randy Cohen.
The Participating Arts and Culture Attendees
Additionally, this study could not have been completed without the cooperation of the
409 people who graciously took the time to complete the AEP6 audience-intercept
survey while attending a performance, event, or exhibit—or otherwise visiting a cultural
event or facility—in the City of Carlsbad during the period from May 2022 through June
2023.
The Participating Nonprofit Arts and Culture Organizations
This study could not have been completed without the cooperation and participation of
the 3 nonprofit arts and culture organizations in the City of Carlsbad, listed below, that
provided the financial and attendance information necessary for the analysis.
Campana Studios; Carlsbad Music Festival; New Village Arts.
P a g e | 54 Americans for the Arts | Arts & Economic Prosperity 6
ABOUT AMERICANS FOR THE ARTS
Americans for the Arts is a national arts service organization based in
Washington, D.C., with an office in New York City. Founded in 1960, it serves,
advances, and provides leadership to the network of organizations and
individuals who cultivate, promote, sustain, and support the arts and arts
education in America.
NATIONAL PARTNERS IN THE AEP6 STUDY
The following national organizations partner with Americans for the Arts to help
public and private-sector leaders understand the economic and social benefits
that the arts bring to their communities, states, and the nation.
▪ Actors’ Equity Association
▪ African Diaspora Consortium
▪ Arts & Planning Division (American Planning Association)
▪ Black Legislative Leaders Network
▪ Department for Professional Employees, AFL-CIO (American Federation of
Labor and Congress of Industrial Organizations)
▪ Destinations International
▪ International City/County Management Association
▪ Independent Sector
▪ National Association of Counties
▪ National Conference of State Legislatures
▪ National Alliance of Community Economic Development Associations
▪ National Independent Venue Association
▪ National Organization of Black Elected Legislative Women
▪ Race Forward
▪ Recording Industry Association of America
▪ The Conference Board
▪ U.S. Conference of Mayors