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Assessing Vermont's Creative Economy

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Assessing Vermont's Creative Economy Assessing Vermont’s Creative Economy December 2019 PURPOSE document the critical importance of Vermont’s creative businesses, individuals and institutions, and demonstrate the substantial potential in the creative sector to boost the economy and to revitalize Vermont’s communities 2 DEFINING THE CREATIVE ECONOMY “the enterprises, organizations, and individuals whose products and services are rooted in artistic and creative content” 3 CREATIVE SEGMENTS design performing arts graphic design services, architecture, performing arts companies, promoters of landscape architecture, interior performing arts, music and dance schools, design, industrial design services, musical instrument manufacturing and printing, other specialized design supplies stores, self-employed actors, dancers, directors, musicians visual arts & fine crafts photography, sculpting, painting, culture and heritage jewelry, pottery, textiles, pressed and museums, historical sites, libraries/archives, blown glass, art dealers, galleries, antiques, preservation craft making, craft stores artisan foods film & media retail and commercial bakeries, breweries, motion picture and video industries, spice and extract companies, specialty sound recording, radio and television canning, chocolate and confectionary broadcasting, internet publishing, manufacturing, cheese manufacturing newspapers, advertising, public relations agencies, video game literary arts developers writers, publishers, bookstores, printing 4 VT CREATIVE ECONOMY Research Methods 5 RESEARCH METHODS economic data analysis focus groups utilizing 2018 Economic Modeling 10 focus groups held throughout Specialists Intl (EMSI) data – the state in 2019; 3 in Four- labor market information compiled County, 2 in Chittenden County, from 90+ data sources, updated 2 in Addison/Rutland, and 3 in quarterly; standard source in Southern VT economic and workforce development statewide survey focused on creative interviews freelancers and small creative interviews to fill gaps in data business owners; fielded and reach stakeholders online for ~1 month in 2019; unable to attend focus groups distributed via the VT Arts Council 6 VT CREATIVE ECONOMY Economic Data Analysis 7 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY other workers in creative workers in creative industries creative industries ad agency accountant museum curator theater security guard orchestra musician employment in creative industries 8 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment in creative occupations 9 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY total creative employment (2018) other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment in creative occupations 10 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY total creative employment (2018) 40,894 JOBS 20,315 10,089 10,490 other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment in creative occupations 30,404 20,579 11 CREATIVE EMPLOYMENT BY ZONE (2018) Other Creative Creative Total workers in workers in workers in employment Total creative creative other creative creative industries industries industries industries employment Addison/Rutland 2,478 1,251 1,437 3,729 5,166 Chittenden 6,515 3,278 3,448 9,793 13,241 Cornerstone 2,644 1,427 1,293 4,071 5,364 Four-County 4,345 1,838 2,221 6,183 8,404 Northeast Kingdom 1,757 713 681 2,470 3,151 Southern Vermont 2,575 1,583 1,409 4,158 5,567 Vermont 20,315 10,089 10,490 30,404 40,894 12 CREATIVE SECTOR EMPLOYMENT BY ZONE (2018) Four-County Northeast Kingdom 8,404 3,151 Chittenden 13,241 Total VT Creative Addison / 5,364 Employment: Rutland Cornerstone 40,893 (9.3%) 5,166 Creative Community 5,567 Southern Vermont EMPLOYMENT IN CREATIVE INDUSTRIES AS SHARE OF ALL JOBS (2018) 9% 8.2% 8% 7.4% 7.2% 7.0% 7.0% 7% 6.7% 6.1% 6% 5.1% 5% 4% 3% 2% 1% 0% 14 STATEWIDE EMPLOYMENT ACROSS CREATIVE SEGMENTS Culture and Heritage, 4% Literary Arts, 8% Design, 26% Film and Media, 12% Performing Arts, 13% Artisan Food, 18% Visual Arts and Crafts, 18% n = 30,404 people employed in creative industries 15 SEGMENT COMPOSITION BY CREATIVE ZONE Design Artisan Food Visual Arts and Crafts Film and Media Literary Arts Performing Arts Culture and Heritage Addison / Rutland 30% 19% 18% 9% 7% 12% 4% Southern Vermont 22% 15% 24% 8% 11% 14% 6% Northeast Kingdom 36% 19% 14% 8% 5% 12% 4% Cornerstone 26% 17% 16% 11% 10% 15% 6% Four-County 26% 26% 19% 9% 8% 10% 3% Chittenden County 25% 15% 17% 19% 7% 13% 3% Vermont 26% 18% 18% 12% 8% 13% 4% U.S. 29% 13% 15% 20% 7% 12% 4% 0% 20% 40% 60% 80% 100% 16 RELATIVE CONCENTRATION OF VERMONT’S CREATIVE SEGMENTS 2.0 1.90 1.8 1.70 1.73 1.64 1.6 1.45 1.39 1.4 1.25 1.2 1.0 0.86 0.8 Location Quotient Location 0.6 0.4 0.2 - 17 IMPORTANCE OF SELF-EMPLOYMENT AND FREELANCING IN CREATIVE INDUSTRIES 100% 90% 80% 48% 44% 52% 50% 51% 49% 70% 61% 60% 60% 50% 40% 44% 40% 39% 30% 38% 39% 39% 29% 31% 20% 10% 10% 10% 9% 11% 12% 10% 12% 12% 0% U.S. Vermont Chittenden Four-County Cornerstone Northeast Southern Addison / n = 10,063,686 n = 30,404 County n = 6,183 n = 4,071 Kingdom Vermont Rutland n = 9,793 n = 2,470 n = 4,158 n = 3,729 % Self Employment % Extended Proprietorships % Covered Employment 18 EMPLOYMENT IN CREATIVE INDUSTRIES GROWTH BY ZONE (2010-2018) Addison / Rutland 11% Southern Vermont 2% Northeast Kingdom 8% Cornerstone 14% Four-County 9% Chittenden County 8% Vermont 8% U.S. 14% 0% 2% 4% 6% 8% 10% 12% 14% 16% 19 GROWTH IN EXTENDED PROPRIETORSHIPS (2010-2018) 40% 37.6% 35% 33.3% 30.2% 29.4% 29.5% 29.1% 30% 28.1% 28.9% 25% 20% 15% 10% 5% 0% 20 VT CREATIVE ECONOMY Zone Overviews 21 ZONE OVERVIEW Four-County 22 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY: FOUR-COUNTY total creative employment (2018) 8,404 JOBS 4,345 1,838 2,221 other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment in creative occupations 6,183 4,059 23 SEGMENT DISTRIBUTION: FOUR-COUNTY Culture and Heritage, 3% Literary Arts, 8% Film and Media, 9% Design, 26% Performing Arts, 10% Artisan Food, Visual Arts and 26% Crafts, 19% 24 ECONOMIC FINDING: FOUR-COUNTY Jobs in the creative Jobs in the creative economy are 9.1% of economy grew by 9% regional jobs in this zone between 2010 and 2018, greater than regional job Most significant segment is growth of 8% in this zone Artisan Foods with 26% of jobs – higher than all zones, Most growth in Artisan the state as a whole (18%) Foods (47% increase) and and the U.S. (13%) Performing Arts (16% increase) 25 STRENGTHS AND THEMES from FOUR-COUNTY focus group conversations (Fall 2019) Strong and growing Very strong collaborative Bringing art into places one artisan food segment spaces and organizations would not expect - “tripping over art” Strong sense of Strong institutions focused on Vermont Studio Center community creative skills Increased focus on Particular strength sense of place in in sculpture town centers 26 ZONE OVERVIEW Addison / Rutland 27 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY: ADDISON / RUTLAND total creative employment (2018) 5,166 JOBS 2,478 1,251 1,437 other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment in creative occupations 3,729 2,688 28 SEGMENT DISTRIBUTION: ADDISON / RUTLAND Culture and Heritage, 4% Literary Arts, 7% Film and Media, 9% Design, 30% Performing Arts, 12% Artisan Food, Visual Arts and 19% Crafts, 18% 29 ECONOMIC FINDING: ADDISON / RUTLAND Jobs in the creative Jobs in the creative economy are 8.4% of economy grew by 11% regional jobs in this zone between 2010 and 2018, greater than regional job Most significant segment is growth of 2% in this zone Design with 30% of jobs compared to 26% in state Most growth in Artisan Foods (47% increase) and Performing Arts (24% increase) 30 STRENGTHS AND THEMES from ADDISON/RUTLAND focus group conversations(Fall 2019) Entrepreneurial Larger artisan Locally owned Connections between creative businesses manufacturers main street stores arts and trades growing in the region Small, vital museums Focus on Small, new venues downtowns Collaborative Higher education Sculpture services places/spaces assets 31 ZONE OVERVIEW Chittenden County 32 ECONOMIC IMPORTANCE OF THE CREATIVE ECONOMY: CHITTENDEN COUNTY total creative employment (2018) 13,241 JOBS 6,515 3,278 3,448 other workers in creative workers in creative workers in creative industries creative industries other industries ad agency accountant museum curator musician at church theater security guard orchestra musician designer at manufacturer employment in creative industries employment
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