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| Study concludes
cultural arts beneficial to local community, culture |
By
Jessica Hines
Associate Editor |
Josh Brown | Chief PhotographerPhyllis Tannerfrye performs
Saturday at Jimmy Java’s as the first act of their
June Folk Fest. According to the recent economic impact
study, events like this music performance greatly impacts
the county economy.
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The arts have
over a $26 million economic impact to Watauga County, according
to a study released in May by Appalachian State University’s
College of Business.
The three-part study included surveys of art patrons at 15
art events, both university-related and unrelated, Watauga
County residents and local artists and art organizations.
According to the 1,091-patron survey, visitors to the county
preferred music events, 12.2 percent, theater (9.8 percent)
and dance (7.7 percent). In the past year, patrons attended
an average of seven Appalachian events and 4.5 non-university
events.
County residents surveyed said they preferred music and crafts
activities the most, with 57.7 and 29.3 percent of respondents
respectively. Fifty seven percent of residents surveyed said
they would support local arts events, and 42.8 percent of
residents surveyed said the arts are “important to local
culture.” |
Of the 62 artists surveyed, the largest group, 24.6 percent,
considered themselves a craftsperson.
According to the 2000 U.S. Census, 15 percent of Watauga County’s
industry is comprised of arts, entertainment, recreation,
accommodation and food services. It is second only to educational,
health and social services, which comprise 28 percent of the
county’s industry.
“The results of this study suggest that the arts are
one of the major industries in Watauga County,” lead
researcher and associate professor of marketing James Stoddard
said in a June 2 press release from the Office of Cultural
Affairs.
Stoddard said the estimate seems to compare well with other
estimates of economic activity in the county.
Domestic tourism generated an economic impact of $147.3 million
in 2001, according to the NC Department of Commerce. According
to the Boone Area Chamber of Commerce, retail sales reached
$649 million in 2002.
Sponsored by several local arts and tourism-based groups and
conducted by a research team from the College of Business,
the study suggested the $26.5 million estimate might be low.
The study did not account for several other factors, including
events in Watauga County restaurants and bars, and not all
art events were sampled.
“Visitors usually say they come for the ‘mountain
beauty,’” said Mac Forehand, director of the Boone
Convention & Visitors Bureau in a June 2 press release.
“While this is certainly true, just sitting around staring
at the mountains is not what most people do the whole time
they are here.
“They want to see Horn in the West, buy a dulcimer or
a piece of hand-thrown pottery, listen to bluegrass and mountain
music. In short touch the mountain culture—not just rocks,”
Forehand said.
Director of marketing for the Office of Cultural Affairs Denise
Ringler said the arts are an investment with a strong return.
“Companies that support the arts are creating a stronger
economy while also contributing to quality of life—it’s
really a win-win situation for all,” Ringler said. “When
the arts prosper, the entire community prospers, including
the business community.” |
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