News From the Department
N.C. Arts Council Releases Creative Economies Report
For more information contact Jessica Orr at (919) 807-6520.
Raleigh — A report released today by the North Carolina Arts Council showed that nearly four percent of total employment in North Carolina includes creative workers who generate almost $4 billion in wages.
According to the study, Clusters of Creativity: The Role of Arts in North Carolina’s Economy, nearly 159,000 people are employed in creative industries across the state —surpassing traditional employers, such as textiles and furniture manufacturers.
“Creative enterprise flourishes in North Carolina, home to creators of software and symphonies, giants of literature and design,” said Lisbeth C. ‘Libba’ Evans, Secretary of the Department of Cultural Resources. “These entrepreneurs harness intellectual power and the creative spark to nourish an important segment of North Carolina’s economy.”
For the first time, this study documents how private sector creative workers contribute to communities across the state and how the arts serve as a catalyst for tourism, inspiring unique products and partnerships.
Prepared by Carrboro-based Regional Technology Strategies, Inc. (RTS), internationally recognized for their work in creative economy research, the study developed a definition for creative enterprises in North Carolina. This five-tier definition included business or enterprises that:
- Originate unique creative intellectual property
- Produce creative products
- Deliver creative products to the public
- Provide materials, parts or equipment to enable the origination, production or delivery of creative assets
- Facilitate and/or provide services that support creative activity
“North Carolina has achieved international acclaim for its successes in supporting industrial and technology equipment,” explained Stuart Rosenfeld, Principal and Founder of RTS. “Less well known, however, are North Carolina’s equally impressive achievements in growing the “creative” sectors of its economy, the thousands of artists, artisans, animators, architects, web designers, fashion designers and graphic designers that operate as micro-enterprises, free lancers and entrepreneurs but collectively comprise a major economic force. The state’s rich traditions of arts and design, if supported, offer market opportunities, competitive advantages, and cultural amenities that few other states can match.”
This innovative approach defines jobs that are creative, providing a consistent and replicable model for measuring the importance of creative workers in North Carolina, to document the impact of creative workers on North Carolina’s economy.
“We have long felt the positive impact of the non-profit arts sector within North Carolina. This study helps us to understand the scope and importance of both the public and private contribution of the arts to North Carolina’s economy,” said Mary B. Regan, executive director of the North Carolina Arts Council.
Other key findings include:
- Creative sector employment is estimated at nearly four percent of total employment in North Carolina.
- Nearly 159,000 people are employed in creative industries, with total wages of more than $3.9 billion.
- Creative enterprises in North Carolina are classified in the sectors of the arts, entertainment and new media, and design.
- Nonprofit and public sector arts organizations working directly with the North Carolina Arts Council provide over 1,200 full-time jobs earning over $43 million in total salaries and each year involve nearly 43,000 volunteers whose time is valued at $13 million.
- The presence of creative professionals in a given county is the single most important factor associated with the amount that visitors will spend.
- The presence of creative workers is also strongly associated with rising household incomes.
- Counties with higher proportions of workers in arts-related occupations are more likely to retain current residents and attract new ones.
- Original creative content in products is a major competitive edge for manufacturers, especially as globalization makes competition increasingly difficult.
- Many rural areas are developing their rich cultural traditions in craft and music as sustainable place-based economic development strategies to replace the loss of jobs in agriculture and manufacturing.
An arts-based economy is beneficial for the state in terms of the direct impact of companies and entrepreneurs that provide jobs and generate revenue for the economy. Creative workers are strongly associated with rising household incomes and a greater competitive edge in manufacturing industries where globalization makes competition increasingly difficult.
Place-embedded value includes attractiveness to new residents, incentives for relocating industry and tourism activity.
Significant findings of the research indicate that the presence of creative workers in a given county is the single most important factor associated with the amount that visitors will spend in the area. Amenities and other local cultural or creative features that are linked to arts and culture are also important factors in attracting and keeping talented people and companies in the area.
“Part of what makes North Carolina one of the most popular visitor destination in the United States is the state’s unique combination of natural scenic beauty and authentic cultural experiences,” said Lynn Minges, Executive Director of the North Carolina Division of Tourism, Film and Sports Development. “Our research shows that historic sites and cultural attractions are among the top 10 visitor activities for the state.”
Original artwork and designs can be incorporated into existing products, such as North Carolina’s textile and furniture industries, to give them a competitive edge in high-end markets. When creative arts and design components are embedded into existing products and services, the resulting product is more resistant to outsourcing and globalization efforts.
“Design is our life-blood,” said Michael Shelton, CEO of Valdese Weavers. “Creativity and the artistic freedom that we give our design staff allows us to differentiate ourselves from the competition.”
Outside the scope of the study, the contributions of creative workers to the economy suggest that artistic talent is becoming an asset to a wide range of employers who thrive on creative approaches to existing business.
Clusters of Creativity: The Role of Arts in North Carolina’s Economy is available at www.ncarts.org/creative_economy. For more information on the report or to schedule an interview, contact Jessica Orr at (919) 807-6520 or by e-mail .
The mission of the North Carolina Arts Council is to make North Carolina a better state through the arts. The Arts Council is a division of the North Carolina Department of Cultural Resources, and celebrates those who create and enjoy art in all 100 counties. For more information, visit www.ncarts.org.
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