Study Measures Arts & Culture Economic Footprint In MetroWest
Cultural attractions are nice to have in every community, said Susan Nicholl, executive director of the MetroWest Tourism & Visitors Bureau in Framingham.
But no one had ever measured their economic contribution in MetroWest until the bureau, which launched in Dec. 2011 with the held of state economic development funding, commissioned a study by Carlisle & Co. in Concord. The results were released this month.
Ripple Effect To Generate Hundreds Of Millions
Nicholl, who has worked in the nonprofit sector in the region for years, said the results of the 2013 MetroWest Economic Impact Report reinforced her belief that arts and cultural agencies create a wide-reaching ripple effect in the larger business community.
Carlisle & Co. spoke with 21 organizations for the study, all of which are members of the bureau, ranged from art museums to historical societies. In all, they're projected to generate just shy of $375 million for the five-year period between 2012 and 2016, and support just under 4,000 full-time jobs, according to the study.
Organizations with operating budgets under $25,000 were excluded. Researchers collected data on attendance, budget and investments.
Nicholl noted that participants were selected based on their ability to produce the data Carlisle & Co. required to conduct the study, and that the bureau has dozens of other members that also fall under the arts and cultural realm.
"If this slice…has this much impact, just imagine all of the cultural organizations-- what kind of impact they have," Nicholl said.
Spreading The Wealth
Arts and cultural organizations are unique in the type of customer they attract, Nicholl said. When a person takes a trip to an art museum, they are more likely to frequent other businesses, like restaurants, than someone who travels to and office building for work or a meeting.
"Most people aren't just going to that one spot," Nicholl said.
The study predicts that the arts and culture economy and workforce will experience steady growth over the next four years. The annual economic impact was $57.5 million in 2012 compared to $60.8 million this year, and by 2016, it will climb to $89.9 million, according to the study. Full-time jobs in the industry totaled 721 in 2012, 742 in 2013, and will reach 868 in 2016.
Based on the results, the MetroWest Tourism & Visitors Bureau will support marketing initiatives to highlight arts and culture agencies in the region, Nicholl said. And she's encouraging members to use the results in their own advocacy.
Image source: Freedigitalphotos.net
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