To the members of the:
CITY COUNCIL
Date~CA _..u_ CC L
CM ._\L. ACM V DCM (3) ~
July 21, 2022
Council Memorandum
To: Honorable Mayor Hall and Members of the City Council From: Gary Barberio, Deputy City Manager, Community Services Suzanne Smithson, Library & Cultural Arts Director
Richard Schultz, Cultural Arts Manager
Via: Geoff Patnoe, Assistant City Manager f.Ii2
{city of
Carlsbad
Memo ID #2022084
Re: Participation in Arts & Economic Prosperity Study (AEPG) (Districts -All) This memorandum provides an overview of an upcoming extensive survey effort, led by Cultural Arts staff, as part of the national, regional, and local Arts & Economic Prosperity Study (AEP6), sponsored by the American for the Arts, to document the economic impact of the arts and culture sector.
Background
Building on its 25-year legacy, the highly regarded Arts & Economic Prosperity® series will document in scope and detail the economic power wield in 395 participating communities representing all 50 states and the District of Columbia. The national AEP6 is conducted approximately every five years to gauge the economic impact (on employment, government revenue, and household income) of spending by nonprofit arts and culture organizations and the event-related spending by their audiences. Previous studies were published in 1994, 2002, 2007, 2012, and 2017. Due to the unique nature of the realities ofthe global COVID-19 pandemic, the AEP6 was postponed for 16 months.
Discussion
The City of Carlsbad Cultural Arts Office is participating with the surrounding communities of San Diego, Ocean~ide, Encinitas, Solana Beach, Coronado, and others to poll local audiences and organizations· on their attendance and spending related to arts and cultural events. The City of San Diego is serving as the region's lead; their cost is $9,000. Carlsbad is a collaborating partner and paid $2,500 to join participation.
Cultural Arts staff will be working with community partners, such as The Museum of Making Music, New Village Arts, Carlsbad Community Theater, and others, to collect audience-intercept surveys from attendees at in-person arts and culture events in Carlsbad. This process will continue through April 2023. Survey tools include a traditional paper version translated into 23 languages, as well as QR codes (in English and Spanish) which will be available electronically. In September 2023, Carlsbad will receive a customized report based on the surveys of nonprofit arts and culture organizations and their audiences. An economic model will be tailored to Community Services Branch
Library & Cultural Arts Department
1775 Dove Lane I Carlsbad, CA 92009 I 442-339-2090 t
Council Memo -Participation in Arts & Economic Prosperi!}' Study (AEP6) (Districts -All) July 21, 2022
Carlsbad to provide specific data about the industry's impact on local jobs and government revenue. The report will also have many features including cross-community comparisons with other AEP6 communities, analyses of how spending differs between resident attendees and cultural tourists, and clear explanations about the methodology and how to use the data. An Arts & Creative Economy Report will be created for each of the nation's 3,143 counties using federal data about the number of arts business establishments, employment, income, and artist employment, based on both commercial and nonprofit businesses.
This effort is aligned with Carlsbad's Arts & Culture Master Plan, approved in June 2018, which recognizes the economic strength existing within the arts and culture sector and its potential to support greater economic development and tourism. This data will support future initiatives to develop new partnerships and programming.
Next Steps
Surveying will begin at the city's TGIF Concerts in the Parks in August at Alga Norte Community Park. Staff and volunteers, such as the Arts Commissioners, will assist with facilitating the surveying at city events. Starting in the fall, Cultural Arts staff will partner with other Carlsbad arts and culture organizations for their participation to expand the survey process and capture audience information from a cross-section of events and programs. Then, in fall 2023, Cultural Arts staff will report to the City Council the outcome of the survey including specific data targeted to Carlsbad.
cc: Scott Chadwick, City Manager
Celia Brewer, City Attorney
Paz Gomez, Deputy City Manager, Public Works
Kyle Lancaster, Parks & Recreation Director
David Graham, Chief Innovation Officer
Cindie McMahon, Assistant City Attorney
Fiona Everett, Senior Management Analyst
Andrea Dykes, Executive Assistant