The Importance of the Arts to Maryland’s Tourism Industry
By Nichole Hickey, Executive Director, Columbia Festival of the Arts
According to a survey commissioned by the Maryland State Arts Council, more than 89% of Marylanders acknowledged going to a movie, seeing a live theatre or musical performance, attending an arts festival or visiting an arts gallery during the past year. In fact, according to the survey, three-quarters of Marylanders have encouraged someone they know to pursue their interest in creating or performing arts, and nearly 25% of Marylanders consider themselves to be either active or aspiring artists themselves. Seven in ten people have purchased something handmade by an artist or craftsman.
But what exactly comprises the "arts" and how does it impact tourism? Any performance or event that reaches out to the community through a form of artistic expression has an effect on tourism and the bottom line of Maryland’s economy through participation in ticketed events, restaurant dining, and lodging. These activities not only generate jobs, but increase sales tax revenue into the State’s coffers.
In yearly surveys conducted by the Columbia Festival of the Arts, patrons were asked "Did you or do you plan to visit a Howard County restaurant prior to or after the performance?" Consistently nearly 50% of the patrons responded that they were visiting a restaurant on the same day as the performance. This is a clear example of how the arts impact tourism, particularly the restaurant industry.
For example, in 2009 there was near-record attendance at the outdoor three-day LakeFest, which kicked-off the Columbia Festival of the Arts. During the opening weekend, this free event had a turnout of nearly 30,000 people. The success of LakeFest translated into tourism dollars for the local restaurants, the Mall in Columbia and the artisans who exhibited at the event
For many years, the arts have been associated with tourism dollars, and tourism is one of the leading contributors to the number of jobs in non-profit organizations in Maryland. According to a recent regional economic impact survey by the Maryland State Arts Council, more than $700 million dollars and over 9,000 jobs were a result of direct and secondary expenditures in the Central Maryland area.
Every $1.00 of direct spending of this arts industry generates a total of $2.13 in expenditures on goods and services in Maryland. In a year that has record unemployment numbers and reduced spending, Maryland citizens value art and creativity, and strongly believe that artistic expression makes Maryland a better place to live.
The National Governor’s Association increasingly recognizes the importance of the creative sector to their states’ economy and ability to compete in the global marketplace. A number of factors from their report underscore the connection between economic competitiveness and creativity.
· Creative and new media industries are growing in number and playing increasingly prominent economic and social roles;
· Companies’ decisions about where to locate their businesses often are influenced by factors such as the ready availability of a creative workforce and the quality of life available to employees;
· Arts and culture can play a major role in community development and redevelopment by creating new jobs as well as fostering an environment and amenities that attract talented young workers; and
· Tourism centered on arts and culture can contribute to state and local economic growth by providing a diversified and sustainable means for creating jobs and attracting revenue.
Rocco Landesman, a New York theatrical producer, was recently sworn in as chair of the National Endowment for the Arts. During his confirmation hearing before the Senate he said: "Art is essential to the civic, economic, and cultural vitality of our nation. It reflects who we are and what we stand for - freedom of expression, imagination, and vision."
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Nichole Hickey is the Executive Director of the Columbia Festival of the Arts. She can be reached via the web at
www.columbiafestival.com, by phone at 410-715-3044 or by email at nichole@columbiafestival.com.