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Creative Industry Analysis Creative Industry Analysis Traditional Music Venues in the Blue Ridge Region of North Carolina North Carolina Arts Council July 2012 North Carolina Arts Council Department of Cultural Resources Raleigh, NC 27699‐4632 www.ncarts.org [email protected] (919)807‐6500 The N.C. Arts Council is a division of the N.C. Department of Cultural Resources, the state agency with the mission to enrich lives and communities, and the vision to harness the state’s cultural resources to build North Carolina’s social, cultural and economic future. Contents Executive Summary ...................................................................................... i Overview ...................................................................................................... 1 Methodology ................................................................................................ 1 Venue Summary by County ................................................................................................. 4 by Name ................................................................................................... 5 Venue Descriptions by Type of Venue ......................................................... 6 Fiddlers’ Conventions ......................................................................... 6 Festivals ............................................................................................. 12 Concerts ............................................................................................. 19 Dance Halls ........................................................................................ 24 Music Gatherings ............................................................................... 27 Audience Profile .......................................................................................... 31 Economic Analysis ....................................................................................... 45 Executive Summary ................................................................................ 45 Introduction ......................................................................................... 46 Sampling ............................................................................................. 46 Results Visit Characteristics ............................................................................ 48 Visitor Profile ................................................................................... 52 Promotional Efficacy ........................................................................... 57 Satisfaction ...................................................................................... 58 Economic Impacts .............................................................................. 60 Economic Impact Within the Context of the Region ...................................... 71 Optional Questions ............................................................................. 71 Lists of Tables and Figures Figure 1. Event Locations within the Study Region ........................................ 46 Figure 2. Distribution of Home Zip codes of sample members ........................... 53 Table 1. Number of Surveys Collected and estimated attendance at Each Event ... 47 Table 2. Primary Reason for trip ............................................................. 48 Table 3. Primary Purpose of Trip to Specifically Attend Event by Venue ............. 49 Table 4. Visit Characteristics (travel party size and # of nights visiting) ............. 50 Table 5. Impact of Event not happening .................................................... 51 Table 6. Visitor Demographics ................................................................ 52 Table 7. Age by Venue/Event ................................................................ 54 Table 8. Participation in Arts and Music .................................................... 55 Table 9. Influence of NC on music/arts interest .......................................... 55 Table 10. Annual Music related expenditures .............................................. 56 Table 11. Sources of most influential information ......................................... 57 Table 12. Importance of information source by demographics .......................... 58 Table 13. Stated Behavior ..................................................................... 59 Table 14a. Travel Expenditures in dollars and cents ........................................ 61 Table 14b. Travel Expenditures in dollars and cents ........................................ 62 Table 14c. Total Travel Expenditures in dollars and cents ................................. 63 Table 15. Total Economic Impacts............................................................ 65 Table 16a. Relationship Between Expenditures and County Variables .................. 66 Table 16b. Relationship Between Expenditures and Other Variables .................... 67 Table 16c. Travel Expenditures by Event-Related Overnight Stay ....................... 69 Table 16d. Travel Expenditures by Primary Reason for Being in Region ................ 70 Table 17. Comparison of Economic Studies ................................................ 71 Table 18. Previous experience with mountain region .................................... 72 Table 19. Activity Participation While on Visit ............................................ 72 Summary Recommendations ....................................................................... 73 Appendix....................................................................................................... 75 Statistical References ......................................................................... 75 Economic Analysis Methodology ........................................................ 76 Survey Instrument ............................................................................... 77 Credits Advisory Team Blue Ridge National Heritage Area Angie Chandler, Executive Director Rob Bell, Director of Programs Jill Jones, Director of Marketing and Communications North Carolina Arts Council Leesa Brandon, Cultural Tourism Specialist Wayne Martin, Executive Director Rebecca Moore, Senior Program Director for Marketing Survey collection Steve Kruger, with the assistance of Ashley Melzer Venue Summaries Steve Kruger Audience Analysis Steve Kruger Economic Analysis Hans Vogelsong, East Carolina University Project Manager Rebecca Moore, North Carolina Arts Council, Senior Program Director for Marketing Editor Ardath Weaver, North Carolina Arts Council, Research Director Fiscal Agent North Carolina Folklife Institute This study was supported through funding from the Blue Ridge National Heritage Area and the North Carolina Arts Council. Executive Summary Analysis of Traditional Music Venues in Western North Carolina Western North Carolina has a national reputation as a music-rich region and its traditions of old-time string band music, ballad singing and bluegrass are internationally renowned. The artistry of musicians from this region has shaped many forms of American music. North Carolina’s distinctions in traditional music draw people to the state, not only for entertainment in the beautiful, lush settings of the mountains, but to appreciate the places that had significant influence on the development of iconic American music. Mountain music events celebrate the origins of folk festivals, fiddle and banjo ensembles, ballad singing and team square dancing. Intimate personal connections with traditions like these happen through such experiences as hearing the ballad of Tom Dooley in the very spot its lyrics describe or sharing the energy of young musicians learning from their elders. Traditional music in western North Carolina touches people, motivating them to travel great distances, and even to move to the region. The sense of place in the Blue Ridge region is an important audience draw. In order to gauge the economic impact of traditional music venues, the North Carolina Arts Council and the Blue Ridge National Heritage Area jointly sponsored this study. The study was conducted in 2011 in 18 counties that are part of the Blue Ridge National Heritage area. Data was collected from audience surveys at the 26 Blue Ridge Music Trails project events taking place during the study period. Folklorists also collected anecdotal information from interviews with participants to help contextualize the data. People told stories about prior experiences with the venues, a personal love of Appalachian music and why they made the journey to experience the music first-hand. This information led to a deeper understanding of the many different audiences present at traditional music venues, from multiple generations of local regulars, to a growing population of retirees and second homeowners, to visitors from as far away as Australia. The events that were included in this study play an important role within western North Carolina and the Blue Ridge Mountain region. A total of $20.7 million in economic impact is associated with the 26 events, documenting that traditional music is a significant sector of the Creative Industry. This research confirms that traditional music contributes to community identity and returns economic value. The Blue Ridge Traditional Music venues study shows the significance of traditional music venues and sites as valued social spaces, and music itself as a meaningful part of people’s lives and an important facet of the region’s cultural identity for both residents and visitors. Traditional music is particularly
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