ARTS IN THE LOOP ARTS IN THE LOOP ARTSECONOMIC IN THE IMPACT LOOP STUDY ECONOMIC IMPACTECONOMIC 2019STUDY REVISION IMPACT STUDY

LOOPCHICAGO.COM

Front Cover Image Credits: Grant Wood. American Gothic (detail), 1930. The Art Institute of Chicago, Friends of American Art Collec- Back Cover Image Credits: Adam Alexander for Chicago Loop Alliance STUDY BOUNDARY MAP APPENDIX C DEAR FELLOW ARTS ADVOCATES One year ago, Chicago Loop Alliance released its Arts in the Loop Economic Impact Study, sharing for the first time hard numbers on the impact the Loop’s arts and culture sector has on the downtown, the city, and the state of Illinois. The findings—the sector’s annual impact of $2.25 billion—have changed the way we are able to talk, fundraise, and advocate for the arts. I am thrilled to see the release of this new version of the report, featuring clarified and visualized explanations of our data.

As Chicago Loop Alliance’s immediate past board chair, I am so proud of this project. It is the duty of a downtown management organization like ours to bring people together and share information across sectors. Because Chicago Loop Alliance undertook this report, the results were shared not only with those in the arts community, but with those in real estate, retail, education, hospitality, and beyond.

In my role as Chief Development Officer for the Auditorium Theatre, I have used the Arts in the Loop report to secure important corporate sponsorships and augment grant applications, providing crucial numbers and evidencing the economic impact of the arts. In roles like mine, it is important to be able to talk hard numbers and actual impact. But beyond just the financial impact, it is also critical to remember that the arts have an even broader reach. They bring people together and expand our worldview. They create the kind of beautiful environment we all want to experience in Chicago. I’ve spent my career talking about this side of the arts, the side that is harder to measure with numbers but that is no less important. By talking about this broader impact that the arts can have, combined with the tangible numbers provided by this report, I am able to paint a fuller picture of why the arts matter.

Judie Moore Green Chief Development Officer, Auditorium Theatre Chicago Loop Alliance Board Member

KEY FACTS ABOUT THE PERFORMING ARTS IN THE LOOP: $$ 11 34,500+ $90M $233M 5,934 major seats to view spent by spent by full time performing arts performances visitors on performing arts equivalent jobs venues tickets and institutions on in the Loop admissions operations TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

STUDY PARTNERS & CREDIT 10

THE EVOLUTION OF ARTS IN THE LOOP 11

THE LOOP BELONGS TO EVERYONE 17

YOUNG ARTISTS IN THE LOOP 19

DETERMINING THE ECONOMIC IMPACT 21

APPENDIX 38 TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

STUDY PARTNERS & CREDIT 10

THE EVOLUTION OF ARTS IN THE LOOP 11

THE LOOP BELONGS TO EVERYONE 17

YOUNG ARTISTS IN THE LOOP 19

DETERMINING THE ECONOMIC IMPACT 21

APPENDIX 3038 PURPOSE

As part of CLA’s efforts to promote economic development and provide services that benefit businesses, individuals and stakeholders within the Loop, CLA seeks to help its members gain a deeper understanding of the INTRODUCTION impact the large collection of arts and cultural assets in the area have This is a report commissioned by Chicago Loop on the Loop economy. Alliance, a downtown management organization with the mission to create, manage and promote high-performing urban experiences, attracting The results of this study will be people and investment to the Loop. Together used to enhance the CLA brand with an engaged set of Loop arts organizations, and marketing narrative, provide a taskforce was formed to work with professional case-making data to Loop arts consultants ArtsMarket, Inc., and HR&A Advisors and cultural organizations that to better understand the economic impact of the will improve their position when arts in the Loop. advocating for public- and private- sector support and reposition arts and cultural organizations as economic drivers in the Loop and the City of Chicago. The information will also be useful to other Chicago economic development organizations, like Choose Chicago, World Business Chicago and the City of Chicago Department of Cultural Affairs and Special Events.

1 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 2 PURPOSE

As part of CLA’s efforts to promote economic development and provide services that benefit businesses, individuals and stakeholders within the Loop, CLA seeks to help its members gain a deeper understanding of the INTRODUCTION impact the large collection of arts and cultural assets in the area have This is a report commissioned by Chicago Loop on the Loop economy. Alliance, a downtown management organization with the mission to create, manage and promote high-performing urban experiences, attracting The results of this study will be people and investment to the Loop. Together used to enhance the CLA brand with an engaged set of Loop arts organizations, and marketing narrative, provide a taskforce was formed to work with professional case-making data to Loop arts consultants ArtsMarket, Inc., and HR&A Advisors and cultural organizations that to better understand the economic impact of the will improve their position when arts in the Loop. advocating for public- and private- sector support and reposition arts and cultural organizations as economic drivers in the Loop and the City of Chicago. The information will also be useful to other Chicago economic development organizations, like Choose Chicago, World Business Chicago and the City of Chicago Department of Cultural Affairs and Special Events.

1 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 2 UNIQUE DESIGN METHODOLOGY Few economic impacts of the arts opportunity to capture information studies include data reflective of from visitors who come into a city for The Joffrey Ballet credit-Cheryl Mann all sectors of the arts in a region. the experience of public art, enjoying This study has. Typically, for-profit a park such as Millennium Park or who There are two primary data along with visitation THREE AREAS arts presenters are left out, which explore historic architecture. ways to capture and employee count is a particular void in a city such economic value. The information. OF IMPACT as Chicago in which Broadway in The Arts in the Loop study includes first is the expenditures Visitor information in Chicago serves an annual audience data collection from the for-profit arts of the institutions and this study was obtained DIRECT of 1.6 million. Typically, arts economic and their audiences and collected organizations being through an online survey impact studies use as their information visitor information from those who studied. The second embedded on CLA IMPACT sample audiences who complete didn’t purchase tickets or attend is the expenditure of and arts organizations’ The actual spending of the paper surveys within venues they ticketed- or counted-admissions the visitors to these websites and widely Loop’s arts institutions – their are attending. This means there is no events. institutions, both on- promoted. A total of payroll, the programs they produce and the related costs site (admissions, 12,161 surveys were of operating their buildings. refreshments) and off- submitted by Arts in the Direct impact of visitors site related to the visit. Loop visitors between attending an event is the Off-site impacts include Oct. 15, 2017, and Jan. visitor spending on the ticket for the event. spending by visitors on 15, 2018. The survey hotels, restaurants, retail responses were cleaned INDIRECT purchases, transportation and standardized for and more. analysis, and multiple IMPACT surveys from the same Spending by the Loop’s arts To construct the model email address were institutions and arts visitors on for the Arts in the Loop goods and services outside rejected. analysis, this study of direct impact spending. For example, institutional design was based on Initially, the researchers spending on advertising and THIS STUDY ENCOMPASSES data reported by each sought a response marketing or visitor spending organization using the pool of 4,145 to obtain on a meal out fall under IRS Form 990s as filed a 2 percent margin of indirect impact. 72 ARTS & CULTURAL INSTITUTIONS by all the nonprofit error and a 95 percent INDUCED cultural organizations in confidence rate. Since GEOGRAPHY OF STUDY AREA APPROXIMATELY 120 PUBLIC ART PIECES the Loop. Exact parallel the actual response pool IMPACT The Loop, as defined for this study, data was obtained from totaled over 12,000, the This is the economic benefit extends to the Chicago River to the AND MORE THAN 50 ARCHITECTURALLY government and for-profit researchers were able that is created by both the north; to the south branch of the Chicago institutions. to use subsets of the direct and indirect spending River to the west; to Congress Parkway IMPORTANT BUILDINGS wITHIN THE LOOP, responses by geography, combined. For example, jobs to the south; and to Lake Shore Drive to This data provided in other industries supported demographics and consistent categories by spending related to the the east. Included within this boundary AMOUNTING TO A TOTAL OF APPROXIMATELY participation, with a high of institutional spending Arts in the Loop represent an are Grant Park, Maggie Daley Park and 250 ARTS & CULTURAL ASSETS. level of confidence. induced impact. Millennium Park. 3 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 4 UNIQUE DESIGN METHODOLOGY Few economic impacts of the arts opportunity to capture information studies include data reflective of from visitors who come into a city for The Joffrey Ballet credit-Cheryl Mann all sectors of the arts in a region. the experience of public art, enjoying This study has. Typically, for-profit a park such as Millennium Park or who There are two primary data along with visitation THREE AREAS arts presenters are left out, which explore historic architecture. ways to capture and employee count is a particular void in a city such economic value. The information. OF IMPACT as Chicago in which Broadway in The Arts in the Loop study includes first is the expenditures Visitor information in Chicago serves an annual audience data collection from the for-profit arts of the institutions and this study was obtained DIRECT of 1.6 million. Typically, arts economic and their audiences and collected organizations being through an online survey impact studies use as their information visitor information from those who studied. The second embedded on CLA IMPACT sample audiences who complete didn’t purchase tickets or attend is the expenditure of and arts organizations’ The actual spending of the paper surveys within venues they ticketed- or counted-admissions the visitors to these websites and widely Loop’s arts institutions – their are attending. This means there is no events. institutions, both on- promoted. A total of payroll, the programs they produce and the related costs site (admissions, 12,161 surveys were of operating their buildings. refreshments) and off- submitted by Arts in the Direct impact of visitors site related to the visit. Loop visitors between attending an event is the Off-site impacts include Oct. 15, 2017, and Jan. visitor spending on the ticket for the event. spending by visitors on 15, 2018. The survey hotels, restaurants, retail responses were cleaned INDIRECT purchases, transportation and standardized for and more. analysis, and multiple IMPACT surveys from the same Spending by the Loop’s arts To construct the model email address were institutions and arts visitors on for the Arts in the Loop goods and services outside rejected. analysis, this study of direct impact spending. For example, institutional design was based on Initially, the researchers spending on advertising and THIS STUDY ENCOMPASSES data reported by each sought a response marketing or visitor spending organization using the pool of 4,145 to obtain on a meal out fall under IRS Form 990s as filed a 2 percent margin of indirect impact. 72 ARTS & CULTURAL INSTITUTIONS by all the nonprofit error and a 95 percent INDUCED cultural organizations in confidence rate. Since GEOGRAPHY OF STUDY AREA APPROXIMATELY 120 PUBLIC ART PIECES the Loop. Exact parallel the actual response pool IMPACT The Loop, as defined for this study, data was obtained from totaled over 12,000, the This is the economic benefit extends to the Chicago River to the AND MORE THAN 50 ARCHITECTURALLY government and for-profit researchers were able that is created by both the north; to the south branch of the Chicago institutions. to use subsets of the direct and indirect spending River to the west; to CongressIda B Wells Parkway Drive IMPORTANT BUILDINGS wITHIN THE LOOP, responses by geography, combined. For example, jobs to the south; and to Lake Shore Drive to This data provided in other industries supported demographics and consistent categories by spending related to the the east. Included within this boundary AMOUNTING TO A TOTAL OF APPROXIMATELY participation, with a high of institutional spending Arts in the Loop represent an are Grant Park, Maggie Daley Park and 250 ARTS & CULTURAL ASSETS. level of confidence. induced impact. Millennium Park. 3 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 4 Today, there are at least 250 cultural foundation is the built environment of assets whose collective presence Chicago architecture, where it’s hard HISTORY defines the Loop. The Loop is home to go a block in any direction without to 11 major performing arts and encountering at least one world- CSO credit-Todd Rosenberg Photography theatrical venues, 13 museums and famous building. galleries, scores of performing and The Loop arts district had its genesis along with the Gene Siskel Film Center visual arts organizations and one of Restaurants flourish in the Loop in the 1880s following the Chicago and the restored Chicago Theatre. the world’s most iconic outdoor arts as theater-goers stream in by the Fire of 1871. In 1887 the Art Institute In the Loop’s public art realm, a venues. And connecting them, this thousands each day. New hotels have of Chicago opened its doors, and great new era began with the 1967 of Chicago opened its doors, and cultural district is home to 120 works been built embracing the arts and the Auditorium Theatre opened two installation of the Picasso sculpture. In the Auditorium Theatre opened two of public art, including some of the theater theme. And new residents have years later. By the end of the decade 1978, Chicago became the largest city years later. By the end of the decade world’s greatest contemporary as well moved to the Loop specifically for the the Studebaker Theatre – within the in the United States – as well as one of the Studebaker Theatre – within the as historically important works. At its arts. Fine Arts Building – – had had opened. opened. the first – to pass a percent for public Orchestra Hall followed in 1904, art ordinance, making it possible to and by the 1920s scores of theaters fund additional iconic public art. opened, including the Oriental (nowand the Goodman, with the construction A major breakthrough in reshaping the Nederlander) and the Goodman, with Loop as an interconnected cultural theof the construction Civic Opera of House the Civic coming Opera to completion in 1929. zone came in 1998 when then-Mayor House coming to completion in 1929. Richard M. Daley announced a project By the 1980s, many of these theaters that would later be named Millennium 250 120 had fallen into disrepair, and many had Park, which opened in 2004 and which evolved from live entertainment venues extends Grant Park’s footprint north CULTURAL wORKS OF to movie theaters. By the end of the and includes such cultural gems as decade, the lights on those marquees Anish Kapoor’s Cloud Gate (“The ASSETSAprox. Cultural PUBLIC ART had flickered out as well. But during Bean”) and Jay Pritzker Pavilion. Assets in the Loop this time, the Auditorium Theatre received a $13 million grant from the IN 1978, CHICAGO BECAME THE LARGEST CITY State of Illinois for interior upgrades. The Auditorium – together with - AS wELL AS ONE OF THE FIRST - TO PASS A Orchestra Hall and Lyric Opera House – was a consistently brightly-lit venue during the 1990s when the nascent PUBLIC ART ORDINANCE Theatre District was being planned. 11 13 In the 1990s, the Loop Theatre District MAKING IT POSSIBLE TO MAjOR MUSEUMS became its own destination,major destination, featuring PERFORMING ARTS thefeaturing Shubert the (now Shubert CIBC), (now Oriental the CIBC), (now FUND ADDITIONAL & Nederlander)Oriental and Cadillac and Cadillac Palace Palace theaters VENUES GALLERIES theaters– all operated (all operated by Broadway by Broadway in Chicago in – and the Goodman Theatre complex, ICONIC PUBLIC ART. IN THE LOOP TODAY Chicago) and the Goodman Theatre, Credit-Jude Howell 5 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 6 5 | CHICAGO LOOP ALLIANCE Today, there are at least 250 cultural foundation is the built environment of assets whose collective presence Chicago architecture, where it’s hard HISTORY defines the Loop. The Loop is home to go a block in any direction without to 11 major performing arts and encountering at least one world- CSO credit-Todd Rosenberg Photography theatrical venues, 13 museums and famous building. galleries, scores of performing and The Loop arts district had its genesis along with the Gene Siskel Film Center visual arts organizations and one of Restaurants flourish in the Loop in the 1880s following the Chicago and the restored Chicago Theatre. the world’s most iconic outdoor arts as theater-goers stream in by the Fire of 1871. In 1887 the Art Institute In the Loop’s public art realm, a venues. And connecting them, this thousands each day. New hotels have of Chicago opened its doors, and great new era began with the 1967 cultural district is home to 120 works been built embracing the arts and the Auditorium Theatre opened two installation of the Picasso sculpture. In of public art, including some of the theater theme. And new residents have years later. By the end of the decade 1978, Chicago became the largest city world’s greatest contemporary as well moved to the Loop specifically for the the Studebaker Theatre – within the in the United States – as well as one of as historically important works. At its arts. Fine Arts Building – had opened. the first – to pass a percent for public Orchestra Hall followed in 1904, art ordinance, making it possible to and by the 1920s scores of theaters fund additional iconic public art. opened, including the Oriental and the Goodman, with the construction A major breakthrough in reshaping the of the Civic Opera House coming to Loop as an interconnected cultural completion in 1929. zone came in 1998 when then-Mayor Richard M. Daley announced a project By the 1980s, many of these theaters that would later be named Millennium 250 120 had fallen into disrepair, and many had Park, which opened in 2004 and which evolved from live entertainment venues extends Grant Park’s footprint north CULTURAL wORKS OF to movie theaters. By the end of the and includes such cultural gems as decade, the lights on those marquees Anish Kapoor’s Cloud Gate (“The ASSETSAprox. Cultural PUBLIC ART had flickered out as well. But during Bean”) and Jay Pritzker Pavilion. Assets in the Loop this time, the Auditorium Theatre received a $13 million grant from the IN 1978, CHICAGO BECAME THE LARGEST CITY State of Illinois for interior upgrades. The Auditorium – together with - AS wELL AS ONE OF THE FIRST - TO PASS A Orchestra Hall and Lyric Opera House – was a consistently brightly-lit venue during the 1990s when the nascent PUBLIC ART ORDINANCE Theatre District was being planned. 11 13 In the 1990s, the Loop Theatre District MAKING IT POSSIBLE TO MAjOR MUSEUMS became its own major destination, PERFORMING ARTS featuring the Shubert (now the CIBC), FUND ADDITIONAL & Oriental and Cadillac Palace theaters VENUES GALLERIES – all operated by Broadway in Chicago – and the Goodman Theatre complex, ICONIC PUBLIC ART. IN THE LOOP TODAY Credit-Jude Howell 5 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 6 5 | CHICAGO LOOP ALLIANCE VISITOR DEMOGRAPHICS ECONOMIC IMPACT An exciting characteristic of the Arts represent the most income-diverse in the Loop audience is the significant group and the group most dominated Credit - Patrick L. provided by DCASE diversity it represents. All geographic by household incomes under $60,000. segments of the Arts in the Loop This study found that, in total, the Arts a ticket or admission to the Arts in the audience, except for those coming Arts in the Loop visitors include in the Loop are responsible for $2.25 Loop, $12 in total economic impact is from beyond the MSA, are at least 5 the more than 150,000 students billion in economic impact to the Loop generated, and more paid admission percent more diverse than the national a year who come into the Loop and Chicago each year. This includes visits are made to the Arts in the Loop average. to experience performances and $1.4 billion from institutions, $600 each year (7.3 million) than to all of special programs offered by every million from their visitors and $250 Chicago’s professional sports teams In terms of age, there is a distinct Loop arts organization. The area also million from visitors to public art, who combined (6.7 million). difference between Arts in the Loop benefits from more than 6,000 pre- spend their money on meals, retail and visitors who live in the City of Chicago professional artists, from filmmakers transportation. Annually, from these One of the most powerful facets of and those who live in the Metro area and graphic designers to opera singers collective impacts, the Arts in the Loop the arts institutions in the Loop is the and beyond. Essentially, visitors who and symphony musicians, studying, are responsible for driving $113.5 loyalty they have built among their journey into the Loop from the Metro rehearsing or performing in the Loop. million in Loop restaurant revenue, audiences and visitors. The typical Arts area for the arts are nearly identical $81.3 million in Loop real estate in the Loop visitor comes into the Loop in age from visitors who come from revenue, $78 million in hotel revenue, 12 times a year specifically for the arts, longer distances in the United States $63 million in Loop retail sales, $43 visiting 2.2 arts destinations per trip. or beyond. But Arts in the Loop ARTS IN THE LOOP ATTENDEES wHO LIVE IN million in transportation and parking Seventy-five percent say they would attendees who live in the city and those who live in the Loop itself are revenue and $40 million in tax revenue not have made their trips to the Loop CHICAGO AND THOSE wHO LIVE IN THE LOOP ($34 million for the State of Illinois and if not for the arts. With an average of decidedly younger. $6 million for the City of Chicago). 2.8 people per visitor group each trip, The profile of Arts in the Loop visitors the Arts in the Loop visitor brings an is fascinating and in many ways ARE DECIDEDLY YOUNGER THAN ATTENDEES The Arts in the Loop also have a annual value of thousands of dollars in counter-intuitive. There is often the major impact on employment in the economic impact to the Loop. perception that attendees to the Loop – arts and cultural institutions FROM OUTSIDE THE CITY. arts who drive in from the suburbs are responsible for 15,500 full-time- represent the most wealthy visitor equivalent (FTE) jobs each year. The $2.25 segment. For the Loop, however, the economic impact of Arts in the Loop BILLION Metro visitors from outside the city supports 1,352 FTE Loop restaurant jobs, 319 FTE Loop hotel jobs and 250 IN FTE Loop real estate jobs. ECONOMIC With an annual visitation of 28.4 million, the Loop benefits from IMPACT an average of 77,800 Loop arts FROM ARTS attendances per day, more than double the daily count of theater visitors to IN THE LOOP Times Square. For every $1 spent on 7 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 8 VISITOR DEMOGRAPHICS ECONOMIC IMPACT An exciting characteristic of the Arts represent the most income-diverse in the Loop audience is the significant group and the group most dominated Credit - Patrick L. provided by DCASE diversity it represents. All geographic by household incomes under $60,000. segments of the Arts in the Loop This study found that, in total, the Arts a ticket or admission to the Arts in the audience, except for those coming Arts in the Loop visitors include in the Loop are responsible for $2.25 Loop, $12 in total economic impact is from beyond the MSA, are at least 5 the more than 150,000 students billion in economic impact to the Loop generated, and more paid admission percent more diverse than the national a year who come into the Loop and Chicago each year. This includes visits are made to the Arts in the Loop average. to experience performances and $1.4 billion from institutions, $600 each year (7.3 million) than to all of special programs offered by every million from their visitors and $250 Chicago’s professional sports teams In terms of age, there is a distinct Loop arts organization. The area also million from visitors to public art, who combined (6.7 million). difference between Arts in the Loop benefits from more than 6,000 pre- spend their money on meals, retail and visitors who live in the City of Chicago professional artists, from filmmakers transportation. Annually, from these One of the most powerful facets of and those who live in the Metro area and graphic designers to opera singers collective impacts, the Arts in the Loop the arts institutions in the Loop is the and beyond. Essentially, visitors who and symphony musicians, studying, are responsible for driving $113.5 loyalty they have built among their journey into the Loop from the Metro rehearsing or performing in the Loop. million in Loop restaurant revenue, audiences and visitors. The typical Arts area for the arts are nearly identical $81.3 million in Loop real estate in the Loop visitor comes into the Loop in age from visitors who come from revenue, $78 million in hotel revenue, 12 times a year specifically for the arts, longer distances in the United States $63 million in Loop retail sales, $43 visiting 2.2 arts destinations per trip. or beyond. But Arts in the Loop ARTS IN THE LOOP ATTENDEES wHO LIVE IN million in transportation and parking Seventy-five percent say they would attendees who live in the city and those who live in the Loop itself are revenue and $40 million in tax revenue not have made their trips to the Loop CHICAGO AND THOSE wHO LIVE IN THE LOOP ($34 million for the State of Illinois and if not for the arts. With an average of decidedly younger. $6 million for the City of Chicago). 2.8 people per visitor group each trip, The profile of Arts in the Loop visitors the Arts in the Loop visitor brings an is fascinating and in many ways ARE DECIDEDLY YOUNGER THAN ATTENDEES The Arts in the Loop also have a annual value of thousands of dollars in counter-intuitive. There is often the major impact on employment in the economic impact to the Loop. perception that attendees to the Loop – arts and cultural institutions FROM OUTSIDE THE CITY. arts who drive in from the suburbs are responsible for 15,500 full-time- represent the most wealthy visitor equivalent (FTE) jobs each year. The $2.25 segment. For the Loop, however, the economic impact of Arts in the Loop BILLION Metro visitors from outside the city supports 1,352 FTE Loop restaurant jobs, 319 FTE Loop hotel jobs and 250 IN FTE Loop real estate jobs. ECONOMIC With an annual visitation of 28.4 million, the Loop benefits from IMPACT an average of 77,800 Loop arts FROM ARTS attendances per day, more than double the daily count of theater visitors to IN THE LOOP Times Square. For every $1 spent on 7 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 8 THIS STUDY wAS COMMISSIONED BY

CONTINUED MEMBERS OF THE ARTS IN THE LOOP TASK FORCE EVOLUTION Sandra Aponte, The Chicago Community Trust Greg Cameron, Joffrey Ballet Jean de St. Aubin, Gene Siskel Film Center The Arts in the Loop continue to evolve and expand. Nora Gainer, Art Institute of Chicago New museums like the American Writers Museum, Judie Green, Auditorium Theatre new public art like Arts on the Mart projections and Philip Koester, Chicago Symphony Orchestra festivals like Chicago Blues Festival, which moved Lisa Middleton, Lyric Opera of Chicago to Millennium Park in 2017, welcome an increasingly Lynn Osmond, Chicago Architecture Foundation diverse audience. This new audience, as well as Lou Raizin, Broadway In Chicago Chicago residents who come to the Loop frequently Claire Rice, Arts Alliance Illinois for the arts, spoke with one voice in this study in Roche Schulfer, Goodman Theatre calling the Loop one of the world’s greatest arts Melanie Wang, City of Chicago’s Department of districts and in saying that it is the Arts in the Loop Cultural Affairs and Special Events that best represent Chicago to the world. RESEARCH & REPORET BY The research team for this study was comprised of ArtsMarket, Inc., and HR&A Advisors, Inc. The report was written by Louise K. Stevens, ArtsMarket, Inc.

9 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 10 THIS STUDY wAS COMMISSIONED BY

CONTINUED MEMBERS OF THE ARTS IN THE LOOP TASK FORCE EVOLUTION Sandra Aponte, The Chicago Community Trust Greg Cameron, Joffrey Ballet Jean de St. Aubin, Gene Siskel Film Center The Arts in the Loop continue to evolve and expand. Nora Gainer, Art Institute of Chicago New museums like the American Writers Museum, Judie Green, Auditorium Theatre new public art like Arts on the Mart projections and Philip Koester, Chicago Symphony Orchestra festivals like Chicago Blues Festival, which moved Lisa Middleton, Lyric Opera of Chicago to Millennium Park in 2017, welcome an increasingly Lynn Osmond, Chicago Architecture Foundation diverse audience. This new audience, as well as Lou Raizin, Broadway In Chicago Chicago residents who come to the Loop frequently Claire Rice, Arts Alliance Illinois for the arts, spoke with one voice in this study in Roche Schulfer, Goodman Theatre calling the Loop one of the world’s greatest arts Melanie Wang, City of Chicago’s Department of districts and in saying that it is the Arts in the Loop Cultural Affairs and Special Events that best represent Chicago to the world. RESEARCH & REPORETREPORT BY BY The research team for this study was comprised of ArtsMarket, Inc., and HR&A Advisors, Inc. The report was written by Louise K. Stevens, ArtsMarket, Inc. 2019 revisions were made by Kalindi Parikh, Chicago Loop Alliance.

9 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 10 THE EVOLUTION OF ARTS IN THE LOOP

Credit-Adam Alexander for Chicago Loop Alliance EARLY HISTORY Chicago’s famous critic, had lamented when the Oriental gawked at like so many reconstructed Like most of Chicago’s civic was closed to the public in 1981, brontosauri.” His colleague, the landscape, the Loop first emerged writing, “It had fallen on hard times, columnist Bob Greene, went on to say as a center of architectural greatness exhibiting grade B exploitation films.” that “the lights on the marquees have and public celebration during the huge The North Loop’s Harris and Selwyn been flickering out one by one.” In the building boom that redesigned the city Theaters, built for theatrical production ’80s, for the first time in the century, following the Great Chicago Fire of in 1922, had been transformed into there were almost no lit marquees in 1871. The 1880s became the first great movie theaters and subsequently the Loop. closed in the ’80s. Most of the Loop decade of Chicago architecture and Fortunately, early redevelopment civic design, with historically significant movie theaters – which are what major venues like the Oriental had plans for the North Loop that focused buildings by the likes of Burnham, on tearing down most of the historic Credit-Jude Howell become – were still showing first- Sullivan, Adler, Root, Atwood and the venues gave way to a place-based many other greats who made up the THE AUDITORIUM THEATRE run films until the 1970s, and then first-runs moved to the suburbs. As vision for a Theatre District. Tribune first Chicago School of Architecture. critic Gapp wrote that the 1978 North The Art Institute of Chicago opened Daniel Burnham and opened in 1904. suburban malls became the centers DanielThe Majestic Burnham Theatre and (todayopened the in CIBC1904. Loop Renewal Plan – which had called its doors in 1887, and the Auditorium of retail and entertainment, the Loop TheTheatre) Majestic opened Theatre in 1906. (today The the’20s CIBC for the demolition of theaters like the Theatre, the masterpiece designed by struggled as a cultural destination. Theatre)brought anotheropened burst in 1906. of theater The ’20s when Oriental, Chicago and Palace – was Adler and Sullivan, opened its doors Film historian Gerald R. Butters wrote, broughtboth the anotherPalace and burst Oriental of theater (now when the doomed and that, fortunately, “the two years later. Frank Lloyd Wright, “Through the mid to the late 1970s, bothNederlander) the Palace opened and Oriental(1926) as opened venues theaters closed before the city could who as a young apprentice draftsman perceptions of the Loop (as a theater (1926)for popular as venues touring for entertainment. popular touring tear them down.” Some were torn worked on the Auditorium, called it and entertainment center) failed to entertainment.The ’20s also brought The ’20s the also launch brought of down, including the McVickers and “the greatest room for music and opera improve.” The major department stores the Goodmanlaunch of theTheatre Goodman (1925) Theatreand the the Loop, while others, including the in the world – bar none” – a fitting had placed priority on their suburban (1925)construction and the of constructionLyric Opera House, of Lyric then Chicago, were narrowly saved from description for what was the first home locations, reducing foot traffic in the Operacalled theHouse, Civic then Opera called House, the whichCivic demolition. for the Chicago Symphony Orchestra Loop, he noted. “And less foot traffic Operaopened House, only days which after opened the Wall only Street days and the Chicago Opera Company that meant fewer people would take time to “By the late 1970s, the Loop was aftercrash the of 1929.Wall Street crash of 1929. 1 would later go on to become Lyric see a movie” in the Loop. largely deserted after 5 p.m. and Opera. THE END OF THE FIRST ARTS IN The Chicago Tribune architecture had become an intimidating area for critic Paul Gapp wrote, “Virtually every many,” said Roche Schulfer, longtime At the end of the 1880s, yet another THE LOOP ERA executive director of the Goodman world-class theater building was By the 1980s, there was a build-up downtown Chicago movie palace was doomed to demolition…Chicago’s Theatre. By the late 1980s, the constructed – the Studebaker Theater of tarnish on the Loop’s great cultural Goodman was exploring the possibility – within the Fine Arts Building, profile. The grand theaters of the North movie palaces were the dinosaurs of 20th Century architecture… of a new facility that would be able to which today still houses multiple Loop had fallen into disrepair. The support a world class theater company arts organizations. Orchestra Hall Cadillac Palace had been turned into (Symphony Center) was designed by a banquet hall and then a rock venue. (1 From Sweetback to Super Fly, Race and Film Audiences in Chicago, by Gerald R. Butters. 2015, University of Missouri Press.) 11 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 12

THE EVOLUTION OF ARTS IN THE LOOP

Credit-Adam Alexander for Chicago Loop Alliance EARLY HISTORY Chicago’s famous critic, hadhad lamentedlamented when when the the Oriental Oriental gawked at like so many reconstructed Like most of Chicago’s civic (nowwas closed Nederlander) to the publicwas closed in 1981, to the brontosauri.” His colleague, the landscape, the Loop first emerged publicwriting, in “It 1981, had writing,fallen on “It hard had times,fallen columnist Bob Greene, went on to say as a center of architectural greatness onexhibiting hard times, grade exhibiting B exploitation grade Bfilms.” that “the lights on the marquees have and public celebration during the huge exploitationThe North Loop’s films.” Harris The Northand SelwynLoop’s been flickering out one by one.” In the building boom that redesigned the city HarrisTheaters, and built Selwyn for Theaters,theatrical builtproduction for ’80s, for the first time in the century, following the Great Chicago Fire of theatricalin 1922, had production been transformed in 1922, had into been there were almost no lit marquees in 1871. The 1880s became the first great transformedmovie theaters into and movie subsequently theaters and the Loop. subsequentlyclosed in the ’80s.closed Most in the of ’80s. the Loop Most decade of Chicago architecture and Fortunately, early redevelopment ofmovie the Looptheaters movie – which theaters are – what which are civic design, with historically significant plans for the North Loop that focused whatmajor major venues venues like the like Oriental the Oriental had had buildings by the likes of Burnham, on tearing down most of the historic Credit-Jude Howell become –– werewere stillstill showing showing firstrun first- Sullivan, Adler, Root, Atwood and the venues gave way to a place-based runfilms films until untilthe 1970s,the 1970s, and thenand thenfirst-runs many other greats who made up the THE AUDITORIUM THEATRE vision for a Theatre District. Tribune first-runsmoved to themoved suburbs. to the As suburbs. suburban As first Chicago School of Architecture. critic Gapp wrote that the 1978 North suburbanmalls became malls the became centers the of retailcenters and The Art Institute of Chicago opened Loop Renewal Plan – which had called Daniel Burnham and opened in 1904. ofentertainment, retail and entertainment, the Loop struggled the Loop as its doors in 1887, and the Auditorium for the demolition of theaters like the The Majestic Theatre (today the CIBC struggleda cultural destination.as a cultural Film destination. historian Theatre, the masterpiece designed by Theatre) opened in 1906. The ’20s Oriental, Chicago and Palace – was Adler and Sullivan, opened its doors FilmGerald historian R. Butters Gerald wrote, R. “ThroughButters wrote, the brought another burst of theater when “Throughmid to the thelate mid 1970s, to the perceptions late 1970s, of the doomed and that, fortunately, “the two years later. Frank Lloyd Wright, both the Palace and Oriental opened theaters closed before the city could who as a young apprentice draftsman perceptionsLoop (as a theater of the and Loop entertainment (as a theater (1926) as venues for popular touring andcenter) entertainment failed to improve.” center) The failed major to tear them down.” Some were torn worked on the Auditorium, called it entertainment. The ’20s also brought down, including the McVickers and “the greatest room for music and opera improve.”department The stores major had department placed priority stores the launch of the Goodman Theatre hadon their placed suburban priority locations, on their suburbanreducing the Loop, while others, including the in the world – bar none” – a fitting (1925) and the construction of Lyric Chicago, were narrowly saved from description for what was the first home locations,foot traffic reducing in the Loop, foot hetraffic noted. in “Andthe Opera House, then called the Civic Loop,less foot he traffic noted. “Andmeant lessfewer foot people traffic demolition. for the Chicago Symphony Orchestra Opera House, which opened only days and the Chicago Opera Company that meantwould takefewer time people to see would a movie” take intime the to “By the late 1970s, the Loop was after the Wall Street crash of 1929. 1 1 would later go on to become Lyric seeLoop. a movie” in the Loop. largely deserted after 5 p.m. and Opera. THE END OF THE FIRST ARTS IN The Chicago Tribune architecture had become an intimidating area for critic Paul Gapp wrote, “Virtually every many,” said Roche Schulfer, longtime At the end of the 1880s, yet another THE LOOP ERA executive director of the Goodman world-class theater building was By the 1980s, there was a build-up downtown Chicago movie palace was doomed to demolition…Chicago’s Theatre. By the late 1980s, the constructed – the Studebaker Theater of tarnish on the Loop’s great cultural Goodman was exploring the possibility – within the Fine Arts Building, profile. The grand theaters of the North movie palaces were the dinosaurs of 20th Century architecture… of a new facility that would be able to which today still houses multiple Loop had fallen into disrepair. The support a world class theater company arts organizations. Orchestra Hall Cadillac Palace had been turned into (Symphony Center) was designed by a banquet hall and then a rock venue. (1 From Sweetback to Super Fly, Race and Film Audiences in Chicago, by Gerald R. Butters. 2015, University of Missouri Press.) 11 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 12 in the 21st century. “We considered a Center Plaza on Dearborn and Adams. While the Theatre District was variety of sites but kept returning to In 1978, Chicago became the largest evolving and Millennium Park was the idea of a central Loop location that city in the United States – as well as in development, the Auditorium “IT’S wHY wE MOVED HERE,” could anchor a new Theatre District – a one of the first – to pass a percent for Theatre received a $13 million grant vision that had been championed by art ordinance, making it possible to from the State of Illinois for interior SAID ONE STUDY PARTICIPANT. legendary Chicago civic leader Lewis fund additional iconic public art. upgrades. The Auditorium – together Manilow since 1980,” Schulfer noted. with Orchestra Hall and Lyric Opera “ART FRAMES OUR LIFE, But there was no momentum toward a THE START OF A NEw ERA House – had been a consistently North Loop Theatre District until Mayor A major break-through in reshaping brightly lit venue during the ’90s when Richard M. Daley (along with his wife, the Loop as an interconnected cultural the nascent Theatre District was being EVERY DAY.” Maggie) became dedicated advocates. zone came when Illinois Central no planned. “Between 1990 and 1998, the The mayor’s leadership led to the longer needed its huge century-old Auditorium played host to blockbusters creation of the Theatre District, but he train yards along Michigan Avenue. In like ‘Phantom of the Opera,’ ‘Les endured criticism for providing partial 1998, then-Mayor Richard M. Daley Misérables,’ ‘Miss Saigon,’ ‘Crazy For financial support for the renovation of announced that the City had reached You’ and more than nine months of the theaters. an agreement with Illinois Central by ‘Show Boat,’” said Auditorium Theatre which it would redevelop the yards Chief Development Officer Judie Credit-Adam Alexander for Chicago Loop Alliance “Few believed that the Goodman into something then called Lakefront Green. “Many of these productions ran Theatre District became a model could be successful, and few believed Gardens, a green space and family for five to six months at time, helping of public-private partnership that there was enough ‘product’ to entertainment area that would extend to keep the Loop alive.” generated substantive economic make a Theatre District successful,” Grant Park’s footprint north on top of a activity and tax revenue for the city. Schulfer said. “There were virtually no multi-story parking garage that would By 2005 the Theatre District began restaurants and little upscale retail – be constructed on the rail yard site. to exceed even the most optimistic “The Theatre District suddenly there was a pawn shop on the corner It would be something that Chicago expectation for success. The North impacted everything,” said Broadway of State and Randolph.” could use, Daley said, “to usher in the Loop Theatre District had become its In Chicago President Lou Raizin. new millennium.” 2 It would, of course, own destination, featuring the Shubert “To me, two of the most important There were signs of progress go on to become Millennium Park. (now the CIBC), Oriental and Cadillac impacts have been the increased elsewhere in the Loop, though, to hint Palace theaters – all operated by value of real estate and the ability of at a new era of cultural greatness. Broadway In Chicago. The Goodman corporations in the Loop to suddenly Chicago’s entrance into contemporary CLOUD GATE AT MILLENNIUM PARK Theatre re-opened at 170 N. Dearborn start attracting new talent who wanted public art began in 1967 when Mayor St. in 2000 with two stages in a to be here.” Raizin references studies Richard J. Daley dedicated the first 171,000-square-foot facility. And the such as one completed by EY Europe of the city’s monumental modern Gene Siskel Film Center, along with the and the Urban Land Institute in 2017, works, known simply as “The Chicago restored Chicago Theatre, both opened in which access to quality cultural Picasso.” The Sears Tower (now Willis on State Street. resources was one of the top most Tower) reaffirmed Chicago’s worldwide frequently listed as “very important, reputation for architecture when it Suddenly, there were more than 1.5 top consideration” drivers of real estate opened in 1973. In 1974, Alexander million visitors per year to the district, investment world-wide.3 Calder’s “Flamingo” brought the bright leading to a rapid expansion of splash of red whimsy to the Federal restaurant, retail, hotel and residential (3 Infrastructure 2014: Shaping the Competitive City, Credit-Adam Alexander for Chicago Loop Alliance development. In short order, the (2 Chicago Tribune, March 22, 1998). Urban Land Institute and EY.) 13 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 14 11 | CHICAGO LOOP ALLIANCE in the 21st century. “We considered a Center Plaza on Dearborn and Adams. While the Theatre District was variety of sites but kept returning to In 1978, Chicago became the largest evolving and Millennium Park was the idea of a central Loop location that city in the United States – as well as in development, the Auditorium “IT’S wHY wE MOVED HERE,” could anchor a new Theatre District – a one of the first – to pass a percent for Theatre received a $13 million grant vision that had been championed by art ordinance, making it possible to from the State of Illinois for interior SAID ONE STUDY PARTICIPANT. legendary Chicago civic leader Lewis fund additional iconic public art. upgrades. The Auditorium – together Manilow since 1980,” Schulfer noted. with Orchestra Hall and Lyric Opera “ART FRAMES OUR LIFE, But there was no momentum toward a THE START OF A NEw ERA House – had been a consistently North Loop Theatre District until Mayor A major break-through in reshaping brightly lit venue during the ’90s when Richard M. Daley (along with his wife, the Loop as an interconnected cultural the nascent Theatre District was being EVERY DAY.” Maggie) became dedicated advocates. zone came when Illinois Central no planned. “Between 1990 and 1998, the The mayor’s leadership led to the longer needed its huge century-old Auditorium played host to blockbusters creation of the Theatre District, but he train yards along Michigan Avenue. In like ‘Phantom of the Opera,’ ‘Les endured criticism for providing partial 1998, then-Mayor Richard M. Daley Misérables,’ ‘Miss Saigon,’ ‘Crazy For financial support for the renovation of announced that the City had reached You’ and more than nine months of the theaters. an agreement with Illinois Central by ‘Show Boat,’” said Auditorium Theatre which it would redevelop the yards Chief Development Officer Judie Credit-Adam Alexander for Chicago Loop Alliance “Few believed that the Goodman into something then called Lakefront Green. “Many of these productions ran Theatre District became a model could be successful, and few believed Gardens, a green space and family for five to six months at time, helping of public-private partnership that there was enough ‘product’ to entertainment area that would extend to keep the Loop alive.” generated substantive economic make a Theatre District successful,” Grant Park’s footprint north on top of a activity and tax revenue for the city. Schulfer said. “There were virtually no multi-story parking garage that would By 20052005 thethe TheatreTheatre District District began began restaurants and little upscale retail – be constructed on the rail yard site. to exceedexceed eveneven thethe most most optimistic optimistic “The Theatre District suddenly there was a pawn shop on the corner It would be something that Chicago expectation forfor success.success. The The North North impacted everything,” said Broadway of State and Randolph.” could use, Daley said, “to usher in the Loop TheatreTheatre DistrictDistrict had had become become its its In Chicago President Lou Raizin. new millennium.” 2 It would, of course, own destination,destination, featuring featuring the the Shubert Shubert “To me, two of the most important There were signs of progress go on to become Millennium Park. (now thethe CIBC),CIBC), Oriental Oriental (now and theCadillac impacts have been the increased elsewhere in the Loop, though, to hint Nederlander)Palace theaters and – Cadillac all operated Palace by value of real estate and the ability of at a new era of cultural greatness. theatersBroadway – all In operatedChicago. by The Broadway Goodman corporations in the Loop to suddenly Chicago’s entrance into contemporary CLOUD GATE AT MILLENNIUM PARK InTheatre Chicago. re-opened The Goodman at 170 TheatreN. Dearborn start attracting new talent who wanted public art began in 1967 when Mayor reopenedSt. in 2000 at with 170 twoN. Dearborn stages in St. a in 2000 to be here.” Raizin references studies Richard J. Daley dedicated the first with171,000-square-foot two stages in a 171,000-square- facility. And the such as one completed by EY Europe of the city’s monumental modern footGene facility. Siskel And Film the Center, Gene alongSiskel withFilm the and the Urban Land Institute in 2017, works, known simply as “The Chicago Center,restored along Chicago with Theatre,the restored both Chicago opened in which access to quality cultural Picasso.” The Sears Tower (now Willis Theatre,on State both Street. opened on State Street. resources was one of the top most Tower) reaffirmed Chicago’s worldwide frequently listed as “very important, reputation for architecture when it Suddenly, there were more than 1.5 top consideration” drivers of real estate opened in 1973. In 1974, Alexander million visitors per year to the district, investment world-wide.3 Calder’s “Flamingo” brought the bright leading to a rapid expansion of splash of red whimsy to the Federal restaurant, retail, hotel and residential (3 Infrastructure 2014: Shaping the Competitive City, Credit-Adam Alexander for Chicago Loop Alliance development. In short order, the (2 Chicago Tribune, March 22, 1998). Urban Land Institute and EY.) 13 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 14 11 | CHICAGO LOOP ALLIANCE MILLENNIUM PARK CAMPUS One of the many positive changes The School of the Art Institute has “It is important to keep in mind that seen by the museum is the way itself expanded, now occupying 10 the Loop’s evolution as a cultural HELPS SHAPE THE LOOP visitors approach the Loop as an arts Loop buildings beyond the Art Institute district isn’t done,” said Kate Welham, It has been 20 years since the concept district. “Go to a free concert, walk on complex, including the Gene Siskel Senior Director of Institutional Giving of the Millennium Park was announced, the Gehry-designed BP Bridge over Film Center on State Street. and Development Operations at the and today, with its instantly to Maggie Daley Park, come for a Goodman Theatre. “A misconception Orchestra Hall expanded to become recognizable Frank Gehry-designed visit here – it’s easy to connect these that I encounter is that the Loop – and Symphony Center, adding a second Jay Pritzker Pavilion and its iconic twin cultural experiences because of the the organizations that call it home – is performance venue within its National works of public art – Anish Kapoor’s proximity,” said Nora Gainer, Director complete, finished. In reality, as the Historic Landmark building. Anchoring “Cloud Gate” (affectionately known of Tourism Marketing and Partnerships Loop attracts more and more attention the Loop cultural district on the west, as “The Bean”) and Jaume Plensa’s at the Art Institute of Chicago. “There is and audiences, organizations do more Lyric Opera House continued to evolve “Crown Fountain” – it has become a vibrancy, aided by the new residential programming and take new risks. Arts with world-class operatic programing Chicago’s most visited destination. developments as well as a series of in the Loop today operate on a world since it opened in 1929. On State renovations and new hip hotels and stage.” Millennium Park also brought the Street, Joffrey Tower was completed in restaurants in the area.” For Gainer, Loop a major new venue designed 2008 in the heart of the Loop’s historic it is the world-class nature of the specifically for music and dance, the Retail District and features 53,000 developments that are key. “We talk Harris Theater, and a new home for square feet of studio, education and about excellence here every day, and contemporary art installations, the operations space. RENDERING OF Boeing Galleries. we believe that permeates throughout the Loop.” Across the street and connected by STILL EVOLVING CHICAGO ARCHITECTURE FOUNDATION’S the stunning Nichols Bridgeway, the AND GROwING Art Institute of Chicago’s Renzo Piano- BP BRIDGE CONNECTING Far from finished in its expansion as a NEw HOME AT 111 E. wACKER designed Modern Wing opened in MILLENNIUM PARK TO cultural district, the Loop in 2017-18 2009, establishing the Art Institute of welcomes two major new museums: Chicago as America’s second largest MAGGIE DALEY PARK The American Writers Museum, art museum. which in its first year won a USA Thanks both to its Modern Wing Today Reader’s Choice Award as a addition and its neighbor across the museum destination, and the Chicago street, Millennium Park, the Art Institute Architecture Foundation, will move to of Chicago is now “in the center of the a more central Loop location at 111 E. visit” for tourists. Ranked as the top Wacker Drive. museum in the world by Trip Advisor4, Public art will also continue to grow its the Art Institute of Chicago attracts footprint of major installations. By fall, more than 1.5 million visitors a year. Loop visitors will benefit from the new Of paid admissions, 80 percent are “Art on theMART” light installation that, tourists, and of those visitors, 35 while located high on Merchandise percent are from outside the United Mart, will beam video images and States. artwork to viewers in the Loop. (4 The Art Institute has been ranked among the top four museums in the world for the past 4 years. It achieved the #1 rank in 2014.) 15 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 16 MILLENNIUM PARK CAMPUS One of the many positive changes The School of the Art Institute has “It is important to keep in mind that seen by the museum is the way itself expanded, now occupying 10 the Loop’s evolution as a cultural HELPS SHAPE THE LOOP visitors approach the Loop as an arts Loop buildings beyond the Art Institute district isn’t done,” said Kate Welham, It has been 20 years since the concept district. “Go to a free concert, walk on complex, including the Gene Siskel Senior Director of Institutional Giving of the Millennium Park was announced, the Gehry-designed BP Bridge over Film Center on State Street. and Development Operations at the and today, with its instantly to Maggie Daley Park, come for a Goodman Theatre. “A misconception Orchestra Hall expanded to become recognizable Frank Gehry-designed visit here – it’s easy to connect these that I encounter is that the Loop – and Symphony Center, adding a second Jay Pritzker Pavilion and its iconic twin cultural experiences because of the the organizations that call it home – is performance venue within its National works of public art – Anish Kapoor’s proximity,” said Nora Gainer, Director complete, finished. In reality, as the Historic Landmark building. Anchoring “Cloud Gate” (affectionately known of Tourism Marketing and Partnerships Loop attracts more and more attention the Loop cultural district on the west, as “The Bean”) and Jaume Plensa’s at the Art Institute of Chicago. “There is and audiences, organizations do more Lyric Opera House continued to evolve “Crown Fountain” – it has become a vibrancy, aided by the new residential programming and take new risks. Arts with world-class operatic programing Chicago’s most visited destination. developments as well as a series of in the Loop today operate on a world since it opened in 1929. On State renovations and new hip hotels and stage.” Millennium Park also brought the Street, Joffrey Tower was completed in restaurants in the area.” For Gainer, Loop a major new venue designed 2008 in the heart of the Loop’s historic it is the world-class nature of the specifically for music and dance, the Retail District and features 53,000 developments that are key. “We talk Harris Theater, and a new home for square feet of studio, education and about excellence here every day, and contemporary art installations, the operations space. RENDERING OF Boeing Galleries. we believe that permeates throughout the Loop.” Across the street and connected by STILL EVOLVING CHICAGO ARCHITECTURE FOUNDATION’S the stunning Nichols Bridgeway, the AND GROwING Art Institute of Chicago’s Renzo Piano- BP BRIDGE CONNECTING Far from finished in its expansion as a NEw HOME AT 111 E. wACKER designed Modern Wing opened in MILLENNIUM PARK TO cultural district, the Loop in 2017-18 2009, establishing the Art Institute of welcomes two major new museums: Chicago as America’s second largest MAGGIE DALEY PARK The American Writers Museum, art museum. which in its first year won a USA Thanks both to its Modern Wing Today Reader’s Choice Award as a addition and its neighbor across the museum destination, and the Chicago street, Millennium Park, the Art Institute Architecture Foundation, will move to of Chicago is now “in the center of the a more central Loop location at 111 E. visit” for tourists. Ranked as the top Wacker Drive. museum in the world by Trip Advisor4, Public art will also continue to grow its the Art Institute of Chicago attracts footprint of major installations. By fall, more than 1.5 million visitors a year. Loop visitors will benefit from the new Of paid admissions, 80 percent are “Art on theMART” light installation that, tourists, and of those visitors, 35 while located high on Merchandise percent are from outside the United Mart, will beam video images and States. artwork to viewers in the Loop. (4 The Art Institute has been ranked among the top four museums in the world for the past 4 years. It achieved the #1 rank in 2014.) 15 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 16 THE LOOP BELONGS TO EVERYONE

One of the reasons behind the House Music festivals, Summer Film The idea that the arts in the Loop are Loop’s success is that it “belongs Series and more in Millennium Park. for everyone is reflected in the wide to everyone,” in the words of one demographics of individuals who are FREE of this study’s survey respondents. DCASE Commissioner Mark Kelly was able to enjoy these cultural assets. “Accessibility is something that I see appointed in 2016 by Mayor Rahm MILLENNIUM PARK The Gene Siskel Film Center’s Chicago striving for and succeeding Emanuel to lead the department in Executive Director Jean de St. Aubin in time and time again. By making art guiding the city’s future cultural and noted that the “Loop is not seen as any PROGRAMING in the Loop accessible and public, it economic growth via its 2012 Chicago one ethnic group’s neighborhood, but makes people curious for more.” Cultural Plan. Chicago’s neighborhood, which makes YEAR-ROUND One of the major institutions ensuring DCASE has named 20182019 the Year it an attractive location for our many arts experiences are accessible to all of CreativeChicago YouthTheatre and and has has built built international film festivals such as the is the City of Chicago’s Department programminginitiatives around around supporting the theme theatre of Black Harvest Film Festival, which of Cultural Affairs and Special Events encouragingprograms and young venues people of all tosizes become celebrates filmmaking from the African (DCASE). DCASE is headquartered in involvedaround the with city. the One arts, such including initiative a diaspora.” Now in its 24th year, the the Chicago Cultural Center at 78 E. collaborationis a collaboration with with Chicago the Chicago Loop attendance for the BHFF grows each Washington St., a building just west AllianceLoop Alliance in which and young the Design artists Museum will year, bringing people from Chicago’s of Millennium Park that is in itself interpretof Chicago historical in which banner young design artists to diverse neighborhoods to the Loop a public art and architecture asset. beinterpret displayed the Loop’s on State theatre Street marquees and will and attracting audiences from the DCASE produces and markets the alsowith havea minimalistic a hand in grid the patternprogramming to be drive-distance cities like Milwaukee, city’s cultural assets to a worldwide ofdisplayed Lightscape, on State CLA’s Street light throughoutand sound Gary, Indianapolis and St. Louis. audience and presents free and installationSeptember that2019. creates vivid patterns “It is,” noted one visitor, “a free affordable cultural programs, including of color choreographed to audio along museum.” Credit - Patrick L. provided by DCASE many in the Loop, like the free Chicago State Street. now, Chicago architects are building Blues, Chicago Jazz and Chicago Chief among the ways the Loop the largest buildings in the world, succeeds as a “free museum” is by all over the world” – something to virtue of its architecture. Lynn Osmond, contribute to the Loop’s cultural district president and CEO of the Chicago brand. She noted, “Architecture and Architecture Foundation, said, “We design are fundamental to the Loop as really are the world’s largest cultural a cultural district, fundamental to our district,” and architecture is a major brand.” Indeed, the Financial Times part of it. of London recently called Chicago “Architecture is one of the defining “perhaps the most architecturally characteristics of the Loop, going back aware city in the world,” and the DCASE Chicago Architectural Biennial Chicago Cultural Center Loop’s architecture is its epicenter. THE CHICAGO CULTURAL CENTER Credit-Spencer McNeil to the early Chicago skyscrapers. Right

17 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 18 THE LOOP BELONGS TO EVERYONE

One of the reasons behind the House Music festivals, Summer Film The idea that the arts in the Loop are Loop’s success is that it “belongs Series and more in Millennium Park. for everyone is reflected in the wide to everyone,” in the words of one demographics of individuals who are FREE of this study’s survey respondents. DCASE Commissioner Mark Kelly was able to enjoy these cultural assets. “Accessibility is something that I see appointed in 2016 by Mayor Rahm MILLENNIUM PARK The Gene Siskel Film Center’s Chicago striving for and succeeding Emanuel to lead the department in Executive Director Jean de St. Aubin in time and time again. By making art guiding the city’s future cultural and noted that the “Loop is not seen as any PROGRAMING in the Loop accessible and public, it economic growth via its 2012 Chicago one ethnic group’s neighborhood, but makes people curious for more.” Cultural Plan. Chicago’s neighborhood, which makes YEAR-ROUND One of the major institutions ensuring DCASE has named 2018 the Year it an attractive location for our many arts experiences are accessible to all of Creative Youth and has built international film festivals such as the is the City of Chicago’s Department programming around the theme of Black Harvest Film Festival, which of Cultural Affairs and Special Events encouraging young people to become celebrates filmmaking from the African (DCASE). DCASE is headquartered in involved with the arts, including a diaspora.” Now in its 24th year, the the Chicago Cultural Center at 78 E. collaboration with Chicago Loop attendance for the BHFF grows each Washington St., a building just west Alliance in which young artists will year, bringing people from Chicago’s of Millennium Park that is in itself interpret historical banner design to diverse neighborhoods to the Loop a public art and architecture asset. be displayed on State Street and will and attracting audiences from the DCASE produces and markets the also have a hand in the programming drive-distance cities like Milwaukee, city’s cultural assets to a worldwide of Lightscape, CLA’s light and sound Gary, Indianapolis and St. Louis. audience and presents free and installation that creates vivid patterns “It is,” noted one visitor, “a free affordable cultural programs, including of color choreographed to audio along museum.” Credit - Patrick L. provided by DCASE many in the Loop, like the free Chicago State Street. now, Chicago architects are building Blues, Chicago Jazz and Chicago Chief among the ways the Loop the largest buildings in the world, succeeds as a “free museum” is by all over the world” – something to virtue of its architecture. Lynn Osmond, contribute to the Loop’s cultural district president and CEO of the Chicago brand. She noted, “Architecture and Architecture Foundation, said, “We design are fundamental to the Loop as really are the world’s largest cultural a cultural district, fundamental to our district,” and architecture is a major brand.” Indeed, the Financial Times part of it. of London recently called Chicago “Architecture is one of the defining “perhaps the most architecturally characteristics of the Loop, going back aware city in the world,” and the DCASE Chicago Architectural Biennial Chicago Cultural Center Loop’s architecture is its epicenter. THE CHICAGO CULTURAL CENTER Credit-Spencer McNeil to the early Chicago skyscrapers. Right

17 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 18 YOUNG ARTISTS IN THE LOOP

The Loop is also defined by youth – and annually perform 30 free concerts In January 2016, the Goodman Theatre Special Events annually brings 21,000 its young artists enrolled at Joffrey at Orchestra Hall within Symphony completed construction on the Alice students to the Loop for programs at Ballet’s academy, the School of the Art Center. Today, they are a part of the Rapoport Center for Education and the Chicago Cultural Center. Institute of Chicago and others. “We Negaunee Music Institute, a program Engagement, a 10,000-square-foot Between them, Arts in the Loop have 400 students a day popping in of the CSO that itself serves thousands arts and community center in the heart institutions annually serve more than and out of our studios at Randolph and of students and community members of the Loop. 150,000 students from hundreds of State,” said Joffrey Executive Director each year. Students benefit from schools throughout the Chicago Metro Greg Cameron. “Youth is one of the working with international artists Altogether, there are well over 6,000 area. great changes in the Loop.” There are like cellist Yo-Yo Ma and conductor young artists – singers, filmmakers, 3,000 undergraduate and graduate Riccardo Muti. architects, designers, dancers and Their teachers come to the Loop for art students at the School of the Art musicians – practicing their art in the the arts, too. Teachers from throughout Meanwhile, across the Loop at Lyric Institute, living in student housing Loop every day. Thousands more come Chicago annually participate in Opera House, for the past 40 years, the located on State, Wabash, Madison into the Loop each week on school professional development programs Patrick G. and Shirley W. Ryan Opera and Van Buren. Loop arts students field trips made possible by every one at places like the Goodman Theatre, Center has prepared young opera also include those at the American of the Loop’s arts organizations. which offers professional development singers for careers on the international Academy of Art, which dates its Loop for educators, leaders and activists, stage, each year auditioning singers The CSO alone performs 40 concerts presence back to 1923. and the Art Institute. The museum’s from around the globe to come to expressly for students in Chicago’s TEAM (Thinking Experiences at the Art Hundreds of additional arts students the Loop in one of the highest ranked schools, bringing 40,000 students Museum) program brings together 4th flock to the Loop for summer intensive professional training programs in the a year, from 175 schools, into the and 5th grade educators from Chicago programs, and suburban universities international opera world. Loop for the arts. The Auditorium Public Schools who learn how to use are now offering Loop-based arts Theatre brings 11,000 students from the museum’s resources in teaching intensives that include internships at the Chicago Metropolitan area into both critical and creative thinking skills. Loop institutions.5 Youth performing performances and boasts Creative arts ensembles in the Loop are also jOFFREY BALLET Engagement programs including the plentiful, including the Chicago Youth ArtsXChange Teacher Professional Symphony Orchestras and the Chicago Development Program serving 24 Children’s Choir. teachers and 600 students annually.

The Civic Orchestra of Chicago, The Goodman provides free tickets, founded in 1919 as a part of the enriched learning opportunities and Chicago Symphony Orchestra intensive training for 3,000 local high portfolio, is one of the premier pre- school students per year. Lyric Opera professional orchestras in the world, brings in more than 6,000 students and its collegiate performers from a year to see performances at Lyric throughout Chicago rehearse weekly Opera House. The City of Chicago’s Clifford Lobby Goodman Theatre credit Steve Hall Credit - James John Jetel for Chicago Loop Alliance THE GOODMAN THEATTRE (5 Lake Forest College’s Arts and Experience in the Loop Semester – Long Arts Learning Program) Department of Cultural Affairs and 19 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 20 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 20 YOUNG ARTISTS IN THE LOOP

The Loop is also defined by youth – and annually perform 30 free concerts In January 2016, the Goodman Theatre Special Events annually brings 21,000 its young artists enrolled at Joffrey at Orchestra Hall within Symphony completed construction on the Alice students to the Loop for programs at Ballet’s academy, the School of the Art Center. Today, they are a part of the Rapoport Center for Education and the Chicago Cultural Center. Institute of Chicago and others. “We Negaunee Music Institute, a program Engagement, a 10,000-square-foot Between them, Arts in the Loop have 400 students a day popping in of the CSO that itself serves thousands arts and community center in the heart institutions annually serve more than and out of our studios at Randolph and of students and community members of the Loop. 150,000 students from hundreds of State,” said Joffrey Executive Director each year. Students benefit from schools throughout the Chicago Metro Greg Cameron. “Youth is one of the working with international artists Altogether, there are well over 6,000 area. great changes in the Loop.” There are like cellist Yo-Yo Ma and conductor young artists – singers, filmmakers, 3,000 undergraduate and graduate Riccardo Muti. architects, designers, dancers and Their teachers come to the Loop for art students at the School of the Art musicians – practicing their art in the the arts, too. Teachers from throughout Meanwhile, across the Loop at Lyric Institute, living in student housing Loop every day. Thousands more come Chicago annually participate in Opera House, for the past 40 years, the located on State, Wabash, Madison into the Loop each week on school professional development programs Patrick G. and Shirley W. Ryan Opera and Van Buren. Loop arts students field trips made possible by every one at places like the Goodman Theatre, Center has prepared young opera also include those at the American of the Loop’s arts organizations. which offers professional development singers for careers on the international Academy of Art, which dates its Loop for educators, leaders and activists, stage, each year auditioning singers The CSO alone performs 40 concerts presence back to 1923. and the Art Institute. The museum’s from around the globe to come to expressly for students in Chicago’s TEAM (Thinking Experiences at the Art Hundreds of additional arts students the Loop in one of the highest ranked schools, bringing 40,000 students Museum) program brings together 4th flock to the Loop for summer intensive professional training programs in the a year, from 175 schools, into the and 5th grade educators from Chicago programs, and suburban universities international opera world. Loop for the arts. The Auditorium Public Schools who learn how to use are now offering Loop-based arts Theatre brings 11,000 students from the museum’s resources in teaching intensives that include internships at the Chicago Metropolitan area into both critical and creative thinking skills. Loop institutions.5 Youth performing performances and boasts Creative arts ensembles in the Loop are also jOFFREY BALLET Engagement programs including the plentiful, including the Chicago Youth ArtsXChange Teacher Professional Symphony Orchestras and the Chicago Development Program serving 24 Children’s Choir. teachers and 600 students annually.

The Civic Orchestra of Chicago, The Goodman provides free tickets, founded in 1919 as a part of the enriched learning opportunities and Chicago Symphony Orchestra intensive training for 3,000 local high portfolio, is one of the premier pre- school students per year. Lyric Opera professional orchestras in the world, brings in more than 6,000 students and its collegiate performers from a year to see performances at Lyric throughout Chicago rehearse weekly Opera House. The City of Chicago’s Clifford Lobby Goodman Theatre credit Steve Hall Credit - James John Jetel for Chicago Loop Alliance THE GOODMAN THEATTRE (5 Lake Forest College’s Arts and Experience in the Loop Semester – Long Arts Learning Program) Department of Cultural Affairs and 19 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 20 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 20 DETERMININGDETERMINING THE EECONOMICCONOMIC VVALUEALUE

The Joffrey Ballet credit-Cheryl Mann

ItsBased high annual on visitor visitor spendingcount and atits institutions, estimated visitor spending The Arts in the Loop annually generate $63 million in retail sales within the depth of arts assets combine to make KEY FINDINGS a total of $40 million in tax revenue for Loop each year. The Arts in the Loop related to viewing public art in the Loop,Based and on institutional spending, spending, visitor the Chicago’s Loop the country’s most the city and state. The City of Chicago institution visitors are responsible total economic value of the Arts in thespending Loop is: to institutions and estimated economically powerful arts district annually benefits from $6 million in for generating $113.5 million in visitor spending in the United States after Broadway/ tax revenue generated by Arts in the revenue for Loop restaurants each related to viewing Times$2.25 Square. BILLION6 No other PER arts districtYEAR in THE TOTAL Loop institution visitors: $2.5 million year, and for supporting 1,352 jobs in public art in the the United States comes close to the ECONOMIC VALUE in retail and food & beverage tax and Loop restaurants. Transit and group Loop, the total Loop. And, because of this, no other $3.5 million in hotel tax. The State of passenger transportation and parking HOW IT BREAKS DOWN: economic value OF THE ARTS IN arts district – and, indeed, no other Illinois collects a total of $34 million in in the Loop benefits from $43 million in of the Arts in the THE LOOP IS $2.25 city7 in the United States – comes tax revenue from the Arts in the Loop revenue generated by Arts in the Loop Loop is $2.25VISITOR SPENDING close to having the impact of the Arts BILLION PER YEAR. institution visitors. This includes $20.2 visitors. billion per year. in the Loop. million in retail, food & beverage and Loop hotels benefit from $78 million TICKETS & The arts and cultural institutions in the hotel tax generated by Arts in the Loop in revenue from Arts in the Loop Loop are responsible for generating visitors; and $14.15 million in income METHODOLOGYADMISSIONS ($249M) institution visitors, representing 319 The methodology to capture economic $1.4 billion in economic impacts tax. hotel jobs. The Arts in the Loop value of arts in the loop includes from operations, including payroll, The Arts in the Loop institutions8 are institutions are responsible for $81.3 expenditures of the institutions and facility, programmatic, production and responsible for 15,500 FTE Loop jobs million annual impact on Loop real organizationsRESTAURANTS being ($189M) studied. It also overhead expenses. each year, resulting in $493.5 million. estate, representing 250 real estate includes the expenditures of the Arts in the Loop visitors are responsible These jobs pay on average $41,000. jobs. visitors to these institutions, both on- for generating $846 million in economic Eleven thousand nine hundred ninety site (admissions, refreshments) and National and international Arts in the impact from their spending. Of this, (11,990) of these jobs are direct off-site related to the visit. Off-site Loop visitors spend $761.88 per party HOTEL ($130M) $248.9 million is direct expenditure jobs, while 2,175 are indirect, and impacts include spending by visitors per visit. This makes them significantly spent on tickets and admissions, and 1,320 are induced jobs from the on hotels, restaurants, retail purchases, more valuable than the average visitor the balance is spent on other items institutions and their visitors. Arts in transportation and more. For a full party that spends $600 per visit.9 ranging from refreshments, shopping, the Loop institutions are responsible description and details of methodology The average Arts in the Loop visitor RETAIL ($126M) eating out, parking and hotels. This for providing $330.9 million in please see Appendix A. comes into the Loop 12 times per year includes spending off-site by visitors compensation for direct jobs. Another because of the Loop’s arts. who paid no admission, as calculated $162.6 of indirect and induced job above. compensation is also realized because TRANSPORTATION of the Arts in the Loop. (6 &According PARKING to a ($82M)Baruch College 2014 study of Broadway, the Broadway Industry as represented by the The Arts in the Loop institution Broadway theaters/Times Square generate $11.8 billion annually in economic impact visitors are responsible for driving (7 The Arts and Economic Prosperity V study shows that the City of Chicago as a whole receives greater (8 This report focuses on the full economic impacts caused directly, indirectly and induced by the Loop economic impact than any other American city. The Arts in the Loop study finds that the Loop has greater cultural institutions and their visitors. A separate calculation is made for indirect impact of non-paying public economic impactON-SITE than any other city or city-county with populations 1 million+. It also finds that the Loop as art/architecture visitors.) an arts district generates greater economic impact through the arts than any other identified arts district in the UnitedREFRESHMENTS States.) ($69M) (9 2013 Leisure Visitor Profile for the State of Illinois and the City of Chicago, D.K. Schifflet & Assoc.) 21 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 22 DETERMINING THE ECONOMIC VALUE

The Joffrey Ballet credit-Cheryl Mann Its high annual visitor count and its TheMETHODOLOGY Arts in the Loop annually generate $63 million in retail sales within the depth of arts assets combine to make KEY FINDINGS a total of $40 million in tax revenue for Loop each year. The Arts in the Loop Based on institutional spending, visitor This study utilized two primary methods to capture economic value. The first Chicago’s Loop the country’s most the city and state. The City of Chicago institution visitors are responsible spending to institutions and estimated is by measuring the expenditures of the institutions and organizations being economically powerful arts district annually benefits from $6 million in for generating $113.5 million in visitor spending studied. The second is measuring the expenditures of the visitors to these in the United States after Broadway/ tax revenue generated by Arts in the revenue for Loop restaurants each related to viewing institutions, both on-site (admissions, refreshments) and off-site related to the Times Square.6 No other arts district in THE TOTAL Loop institution visitors: $2.5 million year, and for supporting 1,352 jobs in public art in the visit. For a full description and details of methodology please see Appendix A. the United States comes close to the ECONOMIC VALUE in retail and food & beverage tax and Loop restaurants. Transit and group Loop, the total Loop. And, because of this, no other $3.5 million in hotel tax. The State of passenger transportation and parking economic value OF THE ARTS IN arts district – and, indeed, no other Illinois collects a total of $34 million in in the Loop benefits from $43 million in of the Arts in the THE LOOP IS $2.25 city7 in the United States – comes tax revenue from the Arts in the Loop revenue generated by Arts in the Loop Loop is $2.25 INSTITUTIONAL SPENDING close to having the impact of the Arts BILLION PER YEAR. institution visitors. This includes $20.2 visitors. billion per year. in the Loop. million in retail, food & beverage and Loop hotels benefit from $78 million The arts and cultural institutions in the hotel tax generated by Arts in the Loop in revenue fromDIRECT Arts in INSTITUTIONALthe Loop Loop are responsible for generating visitors; and $14.15 million in income METHODOLOGY institution visitors, representing 319 The methodology to capture economic $1.4 billion in economic impacts tax. SPENDING ($882M) hotel jobs. The Arts(actual in thespending Loop of arts value of arts in the loop includes from operations, including payroll, The Arts in the Loop institutions8 are institutions are responsibleinstitutions onfor payroll, $81.3 expenditures of the institutions and facility, programmatic, production and responsible for 15,500 FTE Loop jobs million annual impactprograms, on and Loop operations) real organizations being studied. It also overhead expenses. each year, resulting in $493.5 million. estate, representing 250 real estate includes the expenditures of the Arts in the Loop visitors are responsible These jobs pay on average $41,000. jobs. visitors to these institutions, both on- for generating $846 million in economic Eleven thousand nine hundred ninety site (admissions, refreshments) and National and international Arts in the impact from their spending. Of this, (11,990) of these jobs are direct off-site related to the visit. Off-site Loop visitors spendINDIRECT $761.88 SPENDING per party $248.9 million is direct expenditure jobs, while 2,175 are indirect, and impacts include spending by visitors per visit. This makes them significantly spent on tickets and admissions, and 1,320 are induced jobs from the ($328M) on hotels, restaurants, retail purchases, more valuable than the average visitor the balance is spent on other items institutions and their visitors. Arts in (spending by arts institutions transportation and more. For a full party that spends $600 per visit.9 ranging from refreshments, shopping, the Loop institutions are responsible on outside goods and description and details of methodology The average Arts in the Loop visitor eating out, parking and hotels. This for providing $330.9 million in services, including marketing, please see Appendix A. comes into the Loop 12 times per year includes spending off-site by visitors compensation for direct jobs. Another advertising, and more) because of the Loop’s arts. who paid no admission, as calculated $162.6 of indirect and induced job above. compensation is also realized because of the Arts in the Loop. (6 According to a Baruch College 2014 study of Broadway, the Broadway Industry as represented by the The Arts in the Loop institution INDUCED IMPACT ($227M) Broadway theaters/Times Square generate $11.8 billion annually in economic impact visitors are responsible for driving (economic benefit created by (7 The Arts and Economic Prosperity V study shows that the City of Chicago as a whole receives greater direct and indirect spending (8 This report focuses on the full economic impacts caused directly, indirectly and induced by the Loop economic impact than any other American city. The Arts in the Loop study finds that the Loop has greater cultural institutions and their visitors. A separate calculation is made for indirectcombined, impact of inlcuding non-paying jobs public in economic impact than any other city or city-county with populations 1 million+. It also finds that the Loop as art/architecture visitors.) industries supported by arts an arts district generates greater economic impact through the arts than any other identified arts district in the United States.) (9 2013 Leisure Visitor Profile for the State of Illinois and the(ArtsMarket, City of HR&A)Chicago, D.K. Schiffletspending) & Assoc.) 21 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 22 COMPARING ARTS IN THE LOOP Total impact includes the direct, ECONOMIC IMPACT TO ELSEWHERE indirect, and induced impacts of the The Chicago Loop’s high annual visitor Loop arts institutions and their visitors, count and depth of arts assets make it as well as the indirect impact of public one of the most economically powerful art/architecture in the Loop visitors. arts districts in the United States. After Broadway/Times Square6, no To accurately compare economic other arts district in the United States impact of the arts in the Loop to that comes close to the Loop in size, depth of other cities, researchers removed of offerings and participation. As a the reported capital expenditure (e.g. result, no other arts district (or even renovations, restorations) included in 7 the national benchmark study impacts, city ) in the United States creates the 9 economic impact that the Chicago thus lowering the reported totals . Loop does. However, it is important to note that the benchmark cities’ calculations do Economic studies use wide-ranging not include the impact of for-profit arts methods, making it challenging to or of free arts, each of which would compare economic impact cross- have likely increased their comparison studies perfectly. However, it is numbers. The following graph shows possible to infer how the Loop stacks how arts in the Loop stacks up against up in comparison to other cities in the other major cities, after adjustments U.S. The organization “Americans for were made for varying methodologies. the Arts” conducts periodic economic impact of the arts studies throughout ECONOMIC IMPACT OF THE ARTS BY CITY the U.S. with the most recently completed in 20178.

(6 According to a Baruch College 2014 study of Broadway, the Broadway Industry as represented by the Broadway theaters/Times Square generate $11.8 billion annually in economic impact.)

(7 The Arts and Economic Prosperity V study shows that the City of Chicago as a whole receives greater economic impact than any other American city. The Arts in the Loop study finds that the Loop has greater economic impact than any other city or city-county with populations 1 million+. It also finds that the Loop as an arts district generates greater economic impact through the arts than any other identified arts district in the United States.)

(8 Arts and Economic Prosperity Study V, national averages.) 10 (9 Ibid)

(10 Includes the direct, indirect, and induced impacts of the Loop arts institutions and their visitors, as well as the indirect impact of public art/ architecture in the Loop visitors.)

23 | CHICAGO LOOP ALLIANCE HOW DOES LOOP SPENDING BY National comparison data shows extremely high visitor off-site spending VISITORS AND BY INSTITUTIONS in other cities in comparison with the COMPARE TO NATIONAL AVERAGES? findings for the Arts in the Loop study The following graph compares the though revealing less per-person way Arts in the Loop visitors spend spending than we find here. And, compared to national averages. The elsewhere in peer markets of 1 million+ strength of the Loop as a retail hub residents, studies find 51 percent of is immediately visible, with a higher total economic impact in any market is proportion of visitor spending going to due to visitor spending. The Arts in the retail than in the comparison cities of 1 Loop study shows that 37 percent of million+ population. The Loop’s recent the economic value of Arts in the Loop boom of hotels also factors in, with a is due to visitor spending separate higher share of overall Arts in the Loop from admissions. Why so low for the visitor spending going to hotels than Loop in comparison to elsewhere? in other comparison cities of 1 million+ This is because the Arts in the Loop 11 population . The availability of public study uniquely captured data showing transportation is an important factor that each trip to the Loop includes lowering that cost for visitors to the an average of 2.2 arts destinations12. Arts in the Loop as compared to peer Thus, while the total institutional/ cities. ticketed visitation count to the Arts VISITOR SPENDING BY CATEGORY in the Loop as reported in this study NATIONAL COMPARISON is 7.4 million – the total number as reported by the arts institutions on their Form 990 – the economic model was designed to accurately reflect that these aren’t 7.4 million individual visits, but 3.36 million visits that involve, on- average, stops at 2.2 arts venues per visit. It would artificially inflate the off- site spending by visitors to the Arts in the Loop to do otherwise.

(11 Data is extracted from Arts and Economic Prosperity V, 2017. Twenty- one cities with population 1 million+ participated in the study and are used as the comparison for the data from Arts in the Loop visitors.)

(12 The percentage of off-site/indirect spending to institutional spending calculated for the Loop includes free modeled “free” public art visita- tion. It is important to note that the average of 2.2 destinations per visit includes visitors who only noted going to free arts: they, too, did multiple visits per trip – i.e. public art plus architecture.)

ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 24 CONSIDERING THE IMPACT OF FREE It is possible to include this as a OUTDOOR ARTS IN THE LOOP portion of total impact by considering Instead of limiting the measure of the non-event visitors to Millennium economic impact to the operations Park or Maggie Daley Park. It would and visitation to ticketed or counted- be inappropriate to count all non-event admission events, the economic model Millennium Park visitors, as the park of this report includes a larger group. visitation includes many who may Specifically, it extends to include pass through the park frequently to visitors who spent nothing on tickets or from other locations in the Loop. A and admissions, but who came to the modest hypothesis is to use 10 percent Loop for the Arts. They are visitors of the non-event visitors to the park, who enjoyed public art or self-guided or 2.1 million visitors, who are in the architectural walking tours, or stroll Loop each year for visits to its public through Millennium Park looking at art art and architecture. This category of and architecture. These visitors spend, spending makes up $257 million of the on average, $122.50 per person in indirect economic impact of Arts in the refreshments and souvenirs on-site Loop. As shown in the graph below, and on off-site meals, retail purchases visitors to free arts attractions spend a and parking. comparable amount to visitors of paid attractions, especially with respect to restaurants, transportation and on-site refreshments.

PER PERSON SPENDING BY CATEGORY PAID VS FREE VISITS

(ArtsMarket, HR&A) 25 | CHICAGO LOOP ALLIANCE VISITOR SPENDING PATTERNS Visitors to Arts in the Loop have plenty of opportunities to spend money, either on art and admissions or on supporting or surrounding industries. This study found four major trends describing the ways that visitors typically spend in the Loop: $761.88 AVERAGE SPENDING PER PARTY PER VISIT The average spending per party per visit to the Loop’s arts is $761.88 compared to $600 national average12 at an average of 12 visits per year. Visitors to the Arts in the Loop bring larger parties (average size 2.8 people) into the Loop for their visit than the national average (2.2) and are more likely than the national norm to make their trip primarily for the arts.

61% VISITORS THAT COME FROM OUTSIDE CHICAGO More visitors to the Arts in the Loop come from outside the City of Chicago than from inside – driving longer distances, taking more time for their trip, incurring more expense. This is powerful testimony to the quality and diversity of programming and the renown of the arts institutions. These visitors are largely responsible for the nearly 500,000 hotel room nights generated by Arts in the Loop13.

3.3M RESTAURANT MEALS AND RETAIL SALES Each year Arts in the Loop visitors consume 3.3M individual restaurant meals for a total of $189M spent at restaurants. They also make 3.3M individual purchases at retail in the Loop, for a total of $126M in sales14.

$137.58 AVERAGE SPENDING PER TRIP BY LOOP RESIDENTS Loop residents visiting Arts in the Loop are the second highest per-trip spenders of all Arts in the Loop visitors – exceeding per-trip spending by residents from elsewhere in Chicago or from the Metro area and beyond. With spending of $137.58 per visit, they are second in per-trip spending only to national/ international visitors. And at 48 visits to the Arts in the Loop a year, these residents spend more than $6,600 in the Loop because of its arts each year, attesting to the symbiosis between living in the Loop and partaking of the arts15. (12 Source: 2013 Leisure Visitor Profile for the State of Illinois and the City of Chicago, D.K. Schifflet & Assoc.)

(13,15 ArtsMarket)

(14 ArtsMarket, 990 Forms, U.S. Census Bureau, HR&A) ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 26 VISITOR SPENDING PATTERNS AVERAGE SPENDING PER PERSON PER VISIT Spending patterns of visitors of Arts BY ORIGIN ZIP CODE in the Loop vary by both location of residence and frequency of visits. As seen in the graph to the right, the less frequently someone visits, the more they tend to spend. Also of note is the difference in spending on hotels by frequency of visit, signaling that infrequent visitors tend to come from further away and need a place to stay. Visitors to Arts in the Loop who come 10 times per year or less also tend to splurge more, spending 27% more on retail, 30% more on restaurants, and 40% more on parking and transportation.

Average spending on Arts in the Loop is highest among visitors from outside BY FREQUENCY OF VISIT of the region. Visitors that come from outside the metropolitan statistical area (MSA) spend around double what visitors from inside the region spend, with the largest difference in the hotel spending category. However, when comparing populations from within the MSA, residents of the Loop reported the highest spending per visit compared with those outside of the Loop. This difference could be attributed to a number of factors, including easy access, desire of arts- focused individuals to live near arts Visits Per Year institutions, and higher than average income of Loop residents16.

Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of (16 State of the Chicago Loop - 2018 Economic Profile.) the MSA. (ArtsMarket, HR&A) 27 | CHICAGO LOOP ALLIANCE INSTITUTIONAL ECONOMIC IMPACT JOB GENERATION One of the Loop’s many strengths as an arts district is the variety of FULL TIME EQUIVALENT JOBS GENERATED arts institutions that call it home. Museums and performing arts venues in the Loop are joined by numerous support, membership and advocacy (1,320) organizations that also spend millions on operations yearly (e.g. League (2,175) of Chicago Theatres). As shown in the graph below, the largest share of institutional spending comes from museums and historical sites in the Loop, with performing arts companies at a close second. Much lower but (11,990) still significant is the spending from support organizations, that help arts and cultural organizations thrive. (ArtsMarket Analysis of 990 Forms, HR&A)

17 ANNUAL SPENDING BY TYPE OF INSTITUTION The Arts in the Loop institutions are responsible for 15,500 full time equivalent (FTE) Loop jobs each year, resulting in $493.5 million of economic impact. These jobs pay on average $41,000. 11,990 of these jobs are direct jobs, while 2,175 are indirect, and 1,320 are induced jobs from the institutions and their visitors. Arts in the Loop institutions are responsible for providing $330.9 million in compensation for direct jobs. Another $162.6 of indirect and induced job compensation is also realized because of the Arts in the Loop18.

(17 This report focuses on the full economic impacts caused directly, indirectly and induced by the Loop cultural institutions and their visitors. A separate calculation is made for indirect impact of non-paying public art/architecture visitors. Institutions include nonprofit, educational, government, and for-profit organizations.) (ArtsMarket Analysis of 990 Forms, HR&A) (18 ArtsMarket, ArtsMarket analysis of 990 Forms, HR&A) ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 28 REAL ESTATE IMPACTS To project sales taxes, the study Much of the Loop’s real estate is applied the City’s 1 percent sales and devoted to arts and cultural uses. use tax rate for on-site purchases Arts in the Loop generates an $81.3M and shopping in the Loop, and 1.25 impact on real estate in the Loop percent tax rate for food and beverage- alone. This does not include potential related purchases as the City levies an impacts on real estate outside of the additional 0.25 percent restaurant tax. Loop needed to support Arts in the HR&A applied the State’s 6.25 percent Loop. Additionally, Arts in the Loop tax rate for all retail and F&B expenses. generates 250 real estate jobs19. Chicago’s 4.5 percent hotel tax and Illinois’ 6 percent hotel tax are TAX IMPACTS applied to room revenues. To derive Tax revenue from Arts in the Loop room revenues from the ongoing totals $6M for the City of Chicago and operations of Chicago’s arts and $34M for the State of Illinois. cultural institutions, HR&A relied on The City of Chicago and the State of data collected through the ArtsMarket Illinois derive fiscal impacts because survey that focused hotel spending20. of the operations of arts and cultural The City of Chicago does not levy an institutions in the Loop. Fiscal income tax, so income tax revenues revenues quantified in this analysis were only calculated for the state. To include 1) sales and restaurant taxes, derive income tax revenues, HR&A 2) hotel taxes and 3) income taxes (for applied the state’s 4.95 percent tax the State of Illinois only). The City of rate to the direct compensation earned Chicago also levies additional taxes by workers at the cultural institutions in and fees. the Loop21. TAX REVENUE FROM ARTS IN THE LOOP

(19 ArtsMarket)

(20 The City of Chicago, The State of Illinois, ArtsMarket, HR&A)

(21 The State of Illinois, IMPLAN, HR&A Analysis) 29 | CHICAGO LOOP ALLIANCE PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION

Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Visitors to the Arts in the Loop who come 10 times a year or less are more likely to splurge a bit more. They spend 27 percent more on retail, 30 percent more on APPENDIX Note: ThisAPPENDIX table provides per person visitor spending by destination type if the visitor only attended restaurants and nearly 40 percent more on parking and ground transportation. High-frequency visitors make up for it by their frequency, including a sizable institutions that fall within each category (e.g., only performing arts destinations and no other destinations). share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE PER PERSON VISITOR SPENDING BY FREQUENCY There is aA distinctMETHODOLOGY difference between Arts in the Loop visitors who live in the City ofA ChicagoMETHODOLOGY and those who live outside it in the Metro area or beyond. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are nearly identicalB PARTICIPATINGin age to visitors who ARTS come ORGANIZATIONS from longer distances in the United StatesB or beyond.PARTICIPATING But Arts in the ARTS Loop ORGANIZATIONS attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is that fromC the CityDEMOGRAPHICSTUDY of Chicago BOUNDARY outside INFORMATION theMAP Loop. C STUDY BOUNDARY MAP

Visitors with wide ranging budgets can come to the Arts in the Loop and find a range of ways to experience the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a visitor to a festival may spend $132, and a visitor to the performing arts may spend, on average, $146. 3731 | | CHICAGOCHICAGO LOOP LOOP ALLIANCE ALLIANCE ARTS IN THE LOOP ARTSARTS IN IN THE THE LOOP LOOP ECONOMIC ECONOMIC IMPACT IMPACT STUDY STUDY | | 3830 xx32 37 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 38 METHODOLOGYPER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION APPENDIX A

Auditorium Theatre Too Hot to Handel-The Jazz-Gospel Messiah credit-Kristie Kahns There are two primary ways to capture Indirect impact is the second layer of MODELING IMPACT data collection from the for-profit arts economic value. The first is the impact. The Arts in the Loop, for example, There are numerous ways to model and their audiences and collected visitor expenditures of the institutions and found that the Loop’s arts institutions impact – i.e. to calculate the layers of information from those who didn’t organizations being studied. The second spend $18 million a year on Loop-based impact, jobs created and so on. The Arts purchase tickets or attend ticketed-or- is the expenditures of the visitors to these advertising and marketing. Likewise, in the Loop researchers employed the counted-admissions events. institutions, both on-site (admissions, indirect spending by a visitor to the Arts IMpact analysis for PLANing (IMPLAN) Standard arts economic impact studies refreshments) and off-site related to the in the Loop would be spending on a input-output model, an industry-leading use organizational questionnaires to visit. Off-site impacts include spending meal out, on parking or on purchasing tool utilized by public and private sector collect information from participating arts by visitors on hotels, restaurants, retail something related to the visit to the arts. organizations across the United States, to Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and organizations and include items that could purchases, transportation and more. analyze the operational economic impacts elsewhere in the City, and MSA ZIP codes include ZIP codesInduced in the impact Loop, City is andthe remainderthird layer of theof MSA. be construed to inflate the economic of cultural institutions in Chicago. The These impacts translate into additional impact. This is the economic benefit that activity of the sector. For example, model works by tracing the pattern of impacts.Visitors Forto the example, Arts in it the is possible Loop who to comeis 10created times by a bothyear theor less direct are and more indirect likely most ask organizations to calculate commodity purchases and sales between countto splurge the total a bit direct more. jobs They made spend possible 27 percentspending more combined. on retail, For30 percentexample, more the on the number of hours of volunteer time, 536Note: industries This table provides within perthe person specified visitor spending by destination type if the visitor only attended byrestaurants the institutions and themselvesnearly 40 percent – their more onpublication parking andin which ground an Arts transportation. in the Loop assign an hourly value to this time geographyinstitutions that – infall this within case each a category unique (e.g., only performing arts destinations and no other destinations). payrollsHigh-frequency of full- and visitors part-time make workers. up for it byad their is placed frequency, hires peopleincluding to laya sizable out the and include it within the organizational geography created using all the ZIP codes Theshare off-site of visitors spending who by attend visitors the also arts 50 orads; more this times is an impacta year. induced by the Arts spending even though it is not a real inARTS the City IN THE of Chicago LOOP V ISITORS– for each BY dollar AGE of creates and sustains jobs in restaurants, in the Loop. A restaurant that benefits expenditure, as a way of demonstrating spending in the economy. retailPER stores,PERSON hotels VISITOR and more.SPENDING The BY FREQUENCYfrom Arts in the Loop attenders who eat There is a distinct difference between Artsthe in value the Loopof volunteerism visitors who in furthering live in the spending of the institutions themselves out prior to a show is able to hire more City of Chicago and those who live outsidethe itorganizations’ in the Metro abilitiesarea or tobeyond. deliver UEssentially,NIQUE STUDY visitorsDESIGN to Arts in the Loop who journey into the Loop for the arts are on services and supplies adds to the jobs wait staff because of the volume of meals Few economic impact of the arts studies services. By adding this in, organizational nearly identical in age to visitors who come from longer distances in the United made possible. served; this is an induced impact. include data reflective of all sectors budgets can become inflated, leading to States or beyond. But Arts in the Loop attendeesoverstatement who oflive both in the direct city, and and indirect those Tax revenue to the city and the state is Leakage is an important element of of the arts in a region. This study has. who live in the Loop itself, are both decidedlyimpacts. younger. Similarly, The standard youngest arts audience impact is part of the economic impact generated. induced impact. When a visitor to Arts Typically, for-profit arts presenters are that from the City of Chicago outside thestudies Loop. include capital expenditures. This includes admission tax, income tax in the Loop stays outside of the Loop left out, which is a particular void in a on jobs and sales tax. as compared to a Loop hotel, the value city like Chicago, in which Broadway In To construct the model for the Arts in of that expenditure is lost to the Loop. Chicago serves an annual audience of 1.6 the Loop analysis, this study design was There are three areas of impact: direct, When a Loop arts organization spends million. Typically, arts economic impact based data reported by each organization indirect and induced. money on services or materials they can’t studies use as their information sample to the IRS using the IRS Form 990s audiences who complete paper surveys Direct impact is the actual institutional purchase in the Loop, that expenditure is as filed by all the nonprofit cultural within venues they are attending. This spending – their payroll, the programs lost to the Loop. However, if the service organizations in the Loop. Exact parallel means there is no opportunity to capture they produce and the related costs of or product can be purchased within the data was obtained from government and Visitors with wide ranging budgets can come to the Arts in the Loop and find a information from visitors who come into operating their buildings. Direct impact of Loop, that expenditure becomes a part for-profit institutions. This data provided range of ways to experience the arts. An Arts in the Loop film visitor can spend a city for the experience of public art, visitors attending an event is the visitor of the indirect and induced spending that consistent categories of institutional an average of only $53 including transportation, retail, food and more, while a enjoying a park like Millennium Park or spendingvisitor to on a festivalthe ticket may for spendthe event. $132, anddirectly a visitor benefits to the performingthe Loop. arts may spending data along with visitation and who explore historic architecture. employee count information. spend, on average, $146. The Arts in the Loop study included 3131 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 METHODOLOGYPER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION APPENDIX A

Auditorium Theatre Too Hot to Handel-The Jazz-Gospel Messiah credit-Kristie Kahns There are two primary ways to capture Indirect impact is the second layer of MODELING IMPACT data collection from the for-profit arts economic value. The first is the impact. The Arts in the Loop, for example, There are numerous ways to model and their audiences and collected visitor expenditures of the institutions and found that the Loop’s arts institutions impact – i.e. to calculate the layers of information from those who didn’t organizations being studied. The second spend $18 million a year on Loop-based impact, jobs created and so on. The Arts purchase tickets or attend ticketed-or- is the expenditures of the visitors to these advertising and marketing. Likewise, in the Loop researchers employed the counted-admissions events. institutions, both on-site (admissions, indirect spending by a visitor to the Arts IMpact analysis for PLANing (IMPLAN) Standard arts economic impact studies refreshments) and off-site related to the in the Loop would be spending on a input-output model, an industry-leading use organizational questionnaires to visit. Off-site impacts include spending meal out, on parking or on purchasing tool utilized by public and private sector collect information from participating arts by visitors on hotels, restaurants, retail something related to the visit to the arts. organizations across the United States, to Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and organizations and include items that could purchases, transportation and more. analyze the operational economic impacts elsewhere in the City, and MSA ZIP codes include ZIP codesInduced in the impact Loop, City is andthe remainderthird layer of theof MSA. be construed to inflate the economic of cultural institutions in Chicago. The These impacts translate into additional impact. This is the economic benefit that activity of the sector. For example, model works by tracing the pattern of impacts.Visitors Forto the example, Arts in it the is possible Loop who to comeis 10created times by a bothyear theor less direct are and more indirect likely most ask organizations to calculate commodity purchases and sales between countto splurge the total a bit direct more. jobs They made spend possible 27 percentspending more combined. on retail, For30 percentexample, more the on the number of hours of volunteer time, 536Note: industries This table provides within perthe person specified visitor spending by destination type if the visitor only attended byrestaurants the institutions and themselvesnearly 40 percent – their more onpublication parking andin which ground an Arts transportation. in the Loop assign an hourly value to this time geographyinstitutions that – infall this within case each a category unique (e.g., only performing arts destinations and no other destinations). payrollsHigh-frequency of full- and visitors part-time make workers. up for it byad their is placed frequency, hires peopleincluding to laya sizable out the and include it within the organizational geography created using all the ZIP codes Theshare off-site of visitors spending who by attend visitors the also arts 50 orads; more this times is an impacta year. induced by the Arts spending even though it is not a real inARTS the City IN THE of Chicago LOOP V ISITORS– for each BY dollar AGE of creates and sustains jobs in restaurants, in the Loop. A restaurant that benefits expenditure, as a way of demonstrating spending in the economy. retailPER stores,PERSON hotels VISITOR and more.SPENDING The BY FREQUENCYfrom Arts in the Loop attenders who eat There is a distinct difference between Artsthe in value the Loopof volunteerism visitors who in furthering live in the spending of the institutions themselves out prior to a show is able to hire more City of Chicago and those who live outsidethe itorganizations’ in the Metro abilitiesarea or tobeyond. deliver UEssentially,NIQUE STUDY visitorsDESIGN to Arts in the Loop who journey into the Loop for the arts are on services and supplies adds to the jobs wait staff because of the volume of meals Few economic impact of the arts studies services. By adding this in, organizational nearly identical in age to visitors who come from longer distances in the United made possible. served; this is an induced impact. include data reflective of all sectors budgets can become inflated, leading to States or beyond. But Arts in the Loop attendeesoverstatement who oflive both in the direct city, and and indirect those Tax revenue to the city and the state is Leakage is an important element of of the arts in a region. This study has. who live in the Loop itself, are both decidedlyimpacts. younger. Similarly, The standard youngest arts audience impact is part of the economic impact generated. induced impact. When a visitor to Arts Typically, for-profit arts presenters are that from the City of Chicago outside thestudies Loop. include capital expenditures. This includes admission tax, income tax in the Loop stays outside of the Loop left out, which is a particular void in a on jobs and sales tax. as compared to a Loop hotel, the value city like Chicago, in which Broadway In To construct the model for the Arts in of that expenditure is lost to the Loop. Chicago serves an annual audience of 1.6 the Loop analysis, this study design was There are three areas of impact: direct, When a Loop arts organization spends million. Typically, arts economic impact based data reported by each organization indirect and induced. money on services or materials they can’t studies use as their information sample to the IRS using the IRS Form 990s audiences who complete paper surveys Direct impact is the actual institutional purchase in the Loop, that expenditure is as filed by all the nonprofit cultural within venues they are attending. This spending – their payroll, the programs lost to the Loop. However, if the service organizations in the Loop. Exact parallel means there is no opportunity to capture they produce and the related costs of or product can be purchased within the data was obtained from government and Visitors with wide ranging budgets can come to the Arts in the Loop and find a information from visitors who come into operating their buildings. Direct impact of Loop, that expenditure becomes a part for-profit institutions. This data provided range of ways to experience the arts. An Arts in the Loop film visitor can spend a city for the experience of public art, visitors attending an event is the visitor of the indirect and induced spending that consistent categories of institutional an average of only $53 including transportation, retail, food and more, while a enjoying a park like Millennium Park or spendingvisitor to on a festivalthe ticket may for spendthe event. $132, anddirectly a visitor benefits to the performingthe Loop. arts may spending data along with visitation and who explore historic architecture. employee count information. spend, on average, $146. The Arts in the Loop study included 31 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 32 BecausePER PERSON standard VISITOR arts economic SPENDING studies BY ZIP CpublicODE art, overall impressions of the Arts Demographically, researchers find that Institute – a play, concert, opera or other rely on audience surveys, the sample in the Loop, number of visits to the Loop therePER PisERSON a slight V differenceISITOR SPENDING among older BY TYPEmuseum. OF INSTITUTION used to model visitor spending and for the arts over the course of a year respondents, with elderly respondents Is it possible that the study either inflated its related impacts can be very small and basic demographics. The survey less like to take web-based surveys. In a or under-estimated the economic value in proportion to the universe. This can responses were cleaned and standardized web-based survey, consideration must of the audiences attending the Arts in yield unreliable results. There are also for analysis. Multiple surveys from the be given to sampling and weighting to the Loop? This is not likely, because the greater difficulties administering such same email were rejected. be certain that the responses mirror the researchers applied the average spending surveys in museums, where visitors move universe. In the Arts in the Loop study, The researchers sought a response by visitors to each type of entity to the rapidly through lobbies, as compared to the responses used generally mirror the pool of 4,145 to obtain a 2 percent total annual count of visitors from that performing arts venues, where visitors overall annual visitation reported by Arts margin of error and a 95 percent entity over a 12-month period. Thus, the can complete surveys prior to the curtain in the Loop organizations. Seasonality confidence rate. The actual response respondents who reported they attended or during intermission, typically leading was a factor influencing the respondents. pool totaled over 12,000, which allowed a specific venue or type of programming to significant under-representation of Because the survey was conducted in late the researchers to use subsets of the during 2017 – i.e. dance – were used as museum visit data. The Arts in the Loop fall and early winter, it was not a surprise Note: ZIP codes on this table are inclusive, meaning thatresponses City ZIP codes by includegeography, ZIP codes demographics in the Loop and the sample for all those who attended that study sought a much larger and more that the share of respondents who may elsewhere in the City, and MSA ZIP codes include ZIP codesand participation,in the Loop, City withand remainder a high levelof the ofMSA. form during the year. reliable sample on which to base visitor be attendees to summer programming confidence. spendingVisitors tocalculations the Arts in by the using Loop a surveywho come 10 times a year or less are more likely at Millennium Park was significantly Finally, national arts economic studies embeddedto splurge on a bitthe more. Chicago They Loop spend Alliance 27 percent ARTS INmore THE LonOOP retail, RESPONSES 30 percent USED INmore THE on lower than the share these attenders reject information from visitors who websiterestaurants and widely and nearly promoted 40 percent for a multi- more on parking and ground transportation. representNote: This table of the provides universe. per person Holiday visitor spending bysay destination their travel type if partythe visitor spent only moreattended than month period. ECONOMIC ANALYSIS programminginstitutions that falllikewise within each needs category to be (e.g., taken only performing arts destinations and no other destinations). High-frequency visitors make up for it byAs their compared frequency, to other including non-audience a sizable $500 as a result of attending the cultural into consideration, insofar as respondents event. This is unrealistic and undervalues Toshare notify of audiences visitors who of the attend survey, the email arts 50 orsurveying more times methods a year. – i.e. phone or mail whoARTS had IN just THE attended LOOP VISITORS a performance BY AGE of the high impact of major destination blasts were sent by all the Loop arts – researchers in recent years have found PER PERSON VISITOR SPENDING BY FREQUENCY “TheThere Nutcracker,” is a distinct “A difference Christmas betweenCarol” Artsperforming in the Loop arts visitors venues. who A single live inmain the institutions informing their ticket buyers that the response rates and completion orCity a holiday of Chicago concert and may those have who led tolive outsidefloor it inopera the Metroticket toarea Lyric or beyond.Opera can of the survey. In addition, redirects from rates for web-based surveys are generally slightEssentially, over-representation visitors to Arts of attendance in the Loop whobe morejourney than into $500; the aLoop party for visiting the arts are their ticketing pages, as well as banner higher than for mail or phone surveys. atnearly venues identical offering in these age programs.to visitors who comeBroadway from longer In Chicago distances during in the the run United of advertising on arts information sites, were RespondentsStates or beyond. who noted But Artsthey inattended the Loop attendees“Hamilton” who could live easily in the report city, spendingand those employed to ensure significant response thewho Art live Institute in the are Loop over-represented itself, are both decidedly$1500 younger. for their party.The youngest High spending audience on is rates. Using this, a total of 12,161 becausethat from more the thanCity 40of Chicagopercent of outside these theadmissions Loop. leads to higher spending on surveys were submitted by Arts respondents noted going somewhere else meals and retail/souvenirs, as well as in the Loop visitors between in association with their visit to the Art leads to visitors who stay overnight at a October 15, 2017, and January Loop hotel because 15, 2018.221 Eligible surveys were they have come to the those reflecting a visit to the Arts city specifically for the in the Loop between these dates, ticketed show. The containing ZIP code and correctly Arts in the Loop study inputted information on spending, captured this spending. asVisitors well as with additional wide ranging information budgets can come to the Arts in the Loop and find a respondingrange of ways to questions to experience about the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a (22(1visitor This compares to a festival to a total may of 824 spend surveys which$132, were and collected a visitor from to 400 the arts performing organizations throughoutarts may the City of Chicago in the recently completed Arts in Economic Prosperity V national study of arts economic impact.)spend, on average, $146. 3331 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 BecausePER PERSON standard VISITOR arts economic SPENDING studies BY ZIP CpublicODE art, overall impressions of the Arts Demographically, researchers find that Institute – a play, concert, opera or other rely on audience surveys, the sample in the Loop, number of visits to the Loop therePER PisERSON a slight V differenceISITOR SPENDING among older BY TYPEmuseum. OF INSTITUTION used to model visitor spending and for the arts over the course of a year respondents, with elderly respondents Is it possible that the study either inflated its related impacts can be very small and basic demographics. The survey less like to take web-based surveys. In a or under-estimated the economic value in proportion to the universe. This can responses were cleaned and standardized web-based survey, consideration must of the audiences attending the Arts in yield unreliable results. There are also for analysis. Multiple surveys from the be given to sampling and weighting to the Loop? This is not likely, because the greater difficulties administering such same email were rejected. be certain that the responses mirror the researchers applied the average spending surveys in museums, where visitors move universe. In the Arts in the Loop study, The researchers sought a response by visitors to each type of entity to the rapidly through lobbies, as compared to the responses used generally mirror the pool of 4,145 to obtain a 2 percent total annual count of visitors from that performing arts venues, where visitors overall annual visitation reported by Arts margin of error and a 95 percent entity over a 12-month period. Thus, the can complete surveys prior to the curtain in the Loop organizations. Seasonality confidence rate. The actual response respondents who reported they attended or during intermission, typically leading was a factor influencing the respondents. pool totaled over 12,000, which allowed a specific venue or type of programming to significant under-representation of Because the survey was conducted in late the researchers to use subsets of the during 2017 – i.e. dance – were used as museum visit data. The Arts in the Loop fall and early winter, it was not a surprise Note: ZIP codes on this table are inclusive, meaning thatresponses City ZIP codes by includegeography, ZIP codes demographics in the Loop and the sample for all those who attended that study sought a much larger and more that the share of respondents who may elsewhere in the City, and MSA ZIP codes include ZIP codesand participation,in the Loop, City withand remainder a high levelof the ofMSA. form during the year. reliable sample on which to base visitor be attendees to summer programming confidence. spendingVisitors tocalculations the Arts in by the using Loop a surveywho come 10 times a year or less are more likely at Millennium Park was significantly Finally, national arts economic studies embeddedto splurge on a bitthe more. Chicago They Loop spend Alliance 27 percent ARTS INmore THE LonOOP retail, RESPONSES 30 percent USED INmore THE on lower than the share these attenders reject information from visitors who websiterestaurants and widely and nearly promoted 40 percent for a multi- more on parking and ground transportation. representNote: This table of the provides universe. per person Holiday visitor spending bysay destination their travel type if partythe visitor spent only moreattended than month period. ECONOMIC ANALYSIS programminginstitutions that falllikewise within each needs category to be (e.g., taken only performing arts destinations and no other destinations). High-frequency visitors make up for it byAs their compared frequency, to other including non-audience a sizable $500 as a result of attending the cultural into consideration, insofar as respondents event. This is unrealistic and undervalues Toshare notify of audiences visitors who of the attend survey, the email arts 50 orsurveying more times methods a year. – i.e. phone or mail whoARTS had IN just THE attended LOOP VISITORS a performance BY AGE of the high impact of major destination blasts were sent by all the Loop arts – researchers in recent years have found PER PERSON VISITOR SPENDING BY FREQUENCY “TheThere Nutcracker,” is a distinct “A difference Christmas betweenCarol” Artsperforming in the Loop arts visitors venues. who A single live inmain the institutions informing their ticket buyers that the response rates and completion orCity a holiday of Chicago concert and may those have who led tolive outsidefloor it inopera the Metroticket toarea Lyric or beyond.Opera can of the survey. In addition, redirects from rates for web-based surveys are generally slightEssentially, over-representation visitors to Arts of attendance in the Loop whobe morejourney than into $500; the aLoop party for visiting the arts are their ticketing pages, as well as banner higher than for mail or phone surveys. atnearly venues identical offering in these age programs.to visitors who comeBroadway from longer In Chicago distances during in the the run United of advertising on arts information sites, were RespondentsStates or beyond. who noted But Artsthey inattended the Loop attendees“Hamilton” who could live easily in the report city, spendingand those employed to ensure significant response thewho Art live Institute in the are Loop over-represented itself, are both decidedly$1500 younger. for their party.The youngest High spending audience on is rates. Using this, a total of 12,161 becausethat from more the thanCity 40of Chicagopercent of outside these theadmissions Loop. leads to higher spending on surveys were submitted by Arts respondents noted going somewhere else meals and retail/souvenirs, as well as in the Loop visitors between in association with their visit to the Art leads to visitors who stay overnight at a October 15, 2017, and January Loop hotel because 15, 2018.1 Eligible surveys were they have come to the those reflecting a visit to the Arts city specifically for the in the Loop between these dates, ticketed show. The containing ZIP code and correctly Arts in the Loop study inputted information on spending, captured this spending. asVisitors well as with additional wide ranging information budgets can come to the Arts in the Loop and find a respondingrange of ways to questions to experience about the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a (1visitor This compares to a festival to a total may of 824 spend surveys which$132, were and collected a visitor from to 400 the arts performing organizations throughoutarts may the City of Chicago in the recently completed Arts in Economic Prosperity V national study of arts economic impact.)spend, on average, $146. 31 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 34 32 PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION PARTICIPATING ARTS ORGANIZATIONS APPENDIX B

Hands of Peace The Loop Civic Opera House Pediment Federal Reserve Bank of Chicago DuSable’s Journey Gallery 37 Center for the Arts Money Museum Chicago Totem LaSalle Corridor with Holding Pattern Two Deer/The Fawn Untitled (Two Heads) Miro’s Chicago Willis Tower Lobby Daedalus and Icarus Untitled Sounding Sculpture Events in the Life of Harold Washington Chicago Sinfonietta Hyatt Kinetic Art Panels Arts and Artisans Repose in Amber Sculpture/Sonambients Carriona Figure No.2 Chicago Opera Theatre American Institute of Graphic Arts Spirit of Electricity Reflections Petrillo Music Shell The Winner Illinois Arts Alliance Sculptures Tablet Poster Plus Broadway In Chicago/ Oriental Theatre Spinning Head Irv Kupcinet Memorial Prudential Building Logo City Hall Relief #1 Blown Glass Sculpture Vietnam Veterans Memorial Collaborative painting Hilton Photo Project Glass Panels City Hall Relief #2 Dawn Shadows Music of the Baroque Studebaker Theater Hilton Photo Pproject Part 2 The Joffrey Ballet City Hall Relief #3 Boeing Gallery International Music Foundation Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and Blair Thomas & Co Puppeet Theatre Fulcrum Point New Music Project American Academy of Arts and Letters City Hall Relief #4 Millenium Park Radiant I Trust Cerque Rivera Art Experience elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA. Signums Papermakers Garden We Will Jay Pritzker Pavillion International Horn Society Music and Dance Foundation Chicago Human Rhythm Project Winged Victory Cloud Gate Buckingham Fountain The Town-Ho’s Story LinesVisitors in Four Directionsto the wallArts in the Loop who come 10 times a year or less are more likely Chicago Youth Symphony Orchestras Chicago Board of Trade Building Millennium Park Foundation Larca Gallery Three Lawyers and a Judge Chicago Design Museum Ossia Musical Forum to splurge a bit more. They Fieldspend Building 27 percent more on retail,BP Bridge 30 percent more on Big Eyelids Monument with Standing Beast AmericanNote: This Academy table of provides Art/Bill L. perParks person visitor spending by destination type if the visitor only attended Gallery Jazz Institute of Chicago restaurants and nearly 40 percentSculptures andmore Reliefs on Board parking of Trade andSpheres ground transportation. Twisted Columns Bridgeport institutions that fall within each category (e.g., only performing arts destinations and no other destinations). Float Fifth House Ensemble Friends of the Chicago River TheHigh-frequency Dayly Upsen Downs visitors makeCeres up for it by their frequency, including a sizable Cultural Center Stained Glass Dome John Alexander Logan Monument Relief Panels San Marco II Illinoisshare River of Landscape visitors who attendCommunication the arts 50 X9 or more times a year. Chicago Cultural Center Broadway In Chicago/Cadillac Palace The Lurie Garden ChristopherARTS IN Columbus THE LOOP VISITORSArts BY and A BusinessGE Council of Chicago Public Speaker No. 1 City of Chicago DCASE Events Theatre Grant Park Orchestral Association Audience Architects WingedPER FormPERSON VISITOR SPENDING BY FREQUENCY FisherThere Boy Fountainis a distinct difference between Arts in the Loop visitors who live in the Freeform Chicago Children’s Choir Illinois State Museum Gus Giordano Jazz Dance Co ReadingCity ofCones Chicago and those whoChicago live Multi-cultural outside Dance it inCenter the Metro area or beyond. Gene Siskel Film Center of the Cultural Center Mosaics Night Before Last Chicago Hubbard Street Dance Co CentralEssentially, Station Fragments visitors to Arts inAuditorium the Loop Theatre who of Roosevelt journey into the Loop for the arts are Art Institute of Chicago University, Inc. Stage Curtain for Opera Theatre of St. Bert Green Fine Art La Tormenta (The Storm) Artistsnearly and Automobiles:identical Lillies in age to visitors who come from longer distances in the United Muddy Waters Tribute Louis Richard J. Daley Center We Own the Future Pritzker Military Museum & Library Artists and Automobiles: Arise 2 Illinois Humanities Council Harris Theatre for Music and Dance States or beyond. But Arts in the Loop attendees who live in the city, and those The Picasso Reliefs North Lion Artistswho and live Automobiles: in the HedgeLoop Row itself, are both decidedly younger. The youngest audience is League of Chicago Theatres Hromovytsia Ukrainian Dance Ensemble Harmony Large Interior Form Chicago Rising from the Lake Ballet Chicago Co Puerto Rican Arts Alliance Abrahamthat from Lincoln the City of Chicago outside the Loop. Celebration of the 200th Anniversary Frank Lloyd Wright Building Flamingo Goodman Theatre Visceral Dance Maggie Daily Park Conservancy Spirit of the Great Lakes Fountain The Four Seasons Broadway In Chicago/CIBC Theatre Urban Gateways Reading Cones Monadnock Building Cubi VII The Bowman, The Spearman American Writers Museum School of the Art Institute of Chicago Crane Girl Fountain Marquette and Joliet Reliefs over Flying Dragon elevators Agora Loomings Rookery Building Dove Girl Fountain Chicago Stock Exchange Arch Marquette Building Knights and Squires Chicago International Film Festival Turtle Boy Fountain Riverwalk Gateway Untitled Marquette Ceiling Mosaic Lobby Chicago Fugue Chicago Symphony Orchestra Untitled Art Institute of Chicago Fisher Building City Apartments Journey Bronze Relief over elevators Monument with Standing Beast Symphony Center Paris Metro Entryway Fountain AIA Chicago War? Why? Silent Rain Door Panels and Push figures SouthVisitors Lion with wide ranging budgets can come to the Arts in the Loop and find a Jewelers Building Defense, Regeneration Inside a Cloud Aqua Apartments Gillory Institute Silk Road Rising Schoolrange of the of Art ways Institute to of Macleanexperience the arts. An Arts in the Loop film visitor can spend Heald Square Monument DuSable Bridge Center Stone Arbor Sullivan Chicago Stock Exchange Panels an average of only $53 including transportation, retail, foodTapestry and more, while a Old Colony Shop Universe Chi Boy Lyric Opera Loop Tattoo Chicago Arts Partnerships in Arts Harold Washington Library (Theater and Cookvisitor County to Buildign a festival Relief 2 may spendRyan $132,Opera Center and a visitor to theEducation performing arts may Garden) I am You/You are Me Cookspend, County onBuilding average, Relief 1 $146. Civic Opera House Reliefs Vincentian Letter Chicago Philharmonic Society After School Matters, Inc. 3531 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION PARTICIPATING ARTS ORGANIZATIONS APPENDIX B

Hands of Peace The Loop Civic Opera House Pediment Federal Reserve Bank of Chicago DuSable’s Journey Gallery 37 Center for the Arts Money Museum Chicago Totem LaSalle Corridor with Holding Pattern Two Deer/The Fawn Untitled (Two Heads) Miro’s Chicago Willis Tower Lobby Daedalus and Icarus Untitled Sounding Sculpture Events in the Life of Harold Washington Chicago Sinfonietta Hyatt Kinetic Art Panels Arts and Artisans Repose in Amber Sculpture/Sonambients Carriona Figure No.2 Chicago Opera Theatre American Institute of Graphic Arts Spirit of Electricity Reflections Petrillo Music Shell The Winner Illinois Arts Alliance Sculptures Tablet Poster Plus Broadway In Chicago/ NederlanderOriental Theatre Theatre Spinning Head Irv Kupcinet Memorial Prudential Building Logo City Hall Relief #1 Blown Glass Sculpture Vietnam Veterans Memorial Collaborative painting Hilton Photo Project Glass Panels City Hall Relief #2 Dawn Shadows Music of the Baroque Studebaker Theater Hilton Photo Pproject Part 2 The Joffrey Ballet City Hall Relief #3 Boeing Gallery International Music Foundation Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and Blair Thomas & Co Puppeet Theatre Fulcrum Point New Music Project American Academy of Arts and Letters City Hall Relief #4 Millenium Park Radiant I Trust Cerque Rivera Art Experience elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA. Signums Papermakers Garden We Will Jay Pritzker Pavillion International Horn Society Music and Dance Foundation Chicago Human Rhythm Project Winged Victory Cloud Gate Buckingham Fountain The Town-Ho’s Story LinesVisitors in Four Directionsto the wallArts in the Loop who come 10 times a year or less are more likely Chicago Youth Symphony Orchestras Chicago Board of Trade Building Millennium Park Foundation Larca Gallery Three Lawyers and a Judge Chicago Design Museum Ossia Musical Forum to splurge a bit more. They Fieldspend Building 27 percent more on retail,BP Bridge 30 percent more on Big Eyelids Monument with Standing Beast AmericanNote: This Academy table of provides Art/Bill L. perParks person visitor spending by destination type if the visitor only attended Gallery Jazz Institute of Chicago restaurants and nearly 40 percentSculptures andmore Reliefs on Board parking of Trade andSpheres ground transportation. Twisted Columns Bridgeport institutions that fall within each category (e.g., only performing arts destinations and no other destinations). Float Fifth House Ensemble Friends of the Chicago River TheHigh-frequency Dayly Upsen Downs visitors makeCeres up for it by their frequency, including a sizable Cultural Center Stained Glass Dome John Alexander Logan Monument Relief Panels San Marco II Illinoisshare River of Landscape visitors who attendCommunication the arts 50 X9 or more times a year. Chicago Cultural Center Broadway In Chicago/Cadillac Palace The Lurie Garden ChristopherARTS IN Columbus THE LOOP VISITORSArts BY and A BusinessGE Council of Chicago Public Speaker No. 1 City of Chicago DCASE Events Theatre Grant Park Orchestral Association Audience Architects WingedPER FormPERSON VISITOR SPENDING BY FREQUENCY FisherThere Boy Fountainis a distinct difference between Arts in the Loop visitors who live in the Freeform Chicago Children’s Choir Illinois State Museum Gus Giordano Jazz Dance Co ReadingCity ofCones Chicago and those whoChicago live Multi-cultural outside Dance it inCenter the Metro area or beyond. Gene Siskel Film Center of the Cultural Center Mosaics Night Before Last Chicago Hubbard Street Dance Co CentralEssentially, Station Fragments visitors to Arts inAuditorium the Loop Theatre who of Roosevelt journey into the Loop for the arts are Art Institute of Chicago University, Inc. Stage Curtain for Opera Theatre of St. Bert Green Fine Art La Tormenta (The Storm) Artistsnearly and Automobiles:identical Lillies in age to visitors who come from longer distances in the United Muddy Waters Tribute Louis Richard J. Daley Center We Own the Future Pritzker Military Museum & Library Artists and Automobiles: Arise 2 Illinois Humanities Council Harris Theatre for Music and Dance States or beyond. But Arts in the Loop attendees who live in the city, and those The Picasso Reliefs North Lion Artistswho and live Automobiles: in the HedgeLoop Row itself, are both decidedly younger. The youngest audience is League of Chicago Theatres Hromovytsia Ukrainian Dance Ensemble Harmony Large Interior Form Chicago Rising from the Lake Ballet Chicago Co Puerto Rican Arts Alliance Abrahamthat from Lincoln the City of Chicago outside the Loop. Celebration of the 200th Anniversary Frank Lloyd Wright Building Flamingo Goodman Theatre Visceral Dance Maggie Daily Park Conservancy Spirit of the Great Lakes Fountain The Four Seasons Broadway In Chicago/CIBC Theatre Urban Gateways Reading Cones Monadnock Building Cubi VII The Bowman, The Spearman American Writers Museum School of the Art Institute of Chicago Crane Girl Fountain Marquette and Joliet Reliefs over Flying Dragon elevators Agora Loomings Rookery Building Dove Girl Fountain Chicago Stock Exchange Arch Marquette Building Knights and Squires Chicago International Film Festival Turtle Boy Fountain Riverwalk Gateway Untitled Marquette Ceiling Mosaic Lobby Chicago Fugue Chicago Symphony Orchestra Untitled Art Institute of Chicago Fisher Building City Apartments Journey Bronze Relief over elevators Monument with Standing Beast Symphony Center Paris Metro Entryway Fountain AIA Chicago War? Why? Silent Rain Door Panels and Push figures SouthVisitors Lion with wide ranging budgets can come to the Arts in the Loop and find a Jewelers Building Defense, Regeneration Inside a Cloud Aqua Apartments Gillory Institute Silk Road Rising Schoolrange of the of Art ways Institute to of Macleanexperience the arts. An Arts in the Loop film visitor can spend Heald Square Monument DuSable Bridge Center Stone Arbor Sullivan Chicago Stock Exchange Panels an average of only $53 including transportation, retail, foodTapestry and more, while a Old Colony Shop Universe Chi Boy Lyric Opera Loop Tattoo Chicago Arts Partnerships in Arts Harold Washington Library (Theater and Cookvisitor County to Buildign a festival Relief 2 may spendRyan $132,Opera Center and a visitor to theEducation performing arts may Garden) I am You/You are Me Cookspend, County onBuilding average, Relief 1 $146. Civic Opera House Reliefs Vincentian Letter Chicago Philharmonic Society After School Matters, Inc. 31 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 36 32 TAX IMPACTS INCOME TAXES The City of Chicago and the State of Illinois derive fiscal impacts because of The City of Chicago does not levy an income tax, so income tax revenues were the operations of arts and cultural institutions in the Loop. Fiscal revenues only calculated for the state. To derive income tax revenues, HR&A applied the quantified in this analysis include 1) sales and restaurant taxes, 2) hotel taxes state’s 4.95 percent tax rate to the direct compensation earned by workers at and 3) income taxes (for the State of Illinois only). The City of Chicago also levies the cultural institutions in the Loop. additional taxes and fees. INCOME TAX REVENUE SALES IMPACTS To project sales taxes, the study applied the City’s 1 percent sales and use tax rate for on-site purchases and shopping in the Loop, and 1.25 percent tax rate for food and beverage-related purchases as the City levies an additional 0.25 percent restaurant tax. HR&A applied the State’s 6.25 percent tax rate for all retail and F&B expenses. SALES TAX REVENUE BY RETAIL TYPE SUMMARY OF FISCAL IMPACTS

PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION PARTICIPATINGDEMOGRAPHIC INFORMATION ARTS ORGANIZATIONS APPENDIX B

Hands of Peace The Loop Civic Opera House Pediment Federal Reserve Bank of Chicago DuSable’s Journey Gallery 37 Center for the Arts wHO COMES? wHERE ARE THEY FROM? Money Museum SurveyChicago Totem respondents from theLaSalle MSA Corridor by density with Holding of Pattern respondentsTwo Deer/The Fawn Untitled (Two Heads) Miro’s Chicago Willis Tower HOTEL TAXES Lobby Daedalus and Icarus Untitled Sounding Sculpture Events in the Life of Harold Washington Chicago Sinfonietta Hyatt Kinetic Art Panels Arts and Artisans Chicago’s 4.5 percent hotel tax and Illinois’ 6 percent hotel tax are applied Repose in Amber Sculpture/Sonambients Carriona Figure No.2 Chicago Opera Theatre American Institute of Graphic Arts Spirit of Electricity Reflections Petrillo Music Shell to room revenues. To derive room revenues from the ongoing operations of The Winner Illinois Arts Alliance Sculptures Tablet Poster Plus Broadway In Chicago/ Oriental Theatre Chicago’s arts and cultural institutions, HR&A relied on data collected through Visitors who come from a greater distance, Spinning Head Irv Kupcinet Memorial Prudential Building Logo City Hall Relief #1 Blown Glass Sculpture Vietnam Veterans Memorial the ArtsMarket survey that focused hotel spending. not surprisingly, spend more per trip, Collaborative painting Hilton Photo Project Glass Panels City Hall Relief #2 Dawn Shadows Music of the Baroque making their visits especially valuable. Studebaker Theater Hilton Photo Pproject Part 2 The Joffrey Ballet City Hall Relief #3 Boeing Gallery International Music Foundation Note: ZIP codes on this table are inclusive, meaningThis, that coupled City ZIP codes with include their ZIPfrequency codes in the of Loop 12 and Blair Thomas & Co Puppeet Theatre Fulcrum Point New Music Project HOTEL TAX REVENUE American Academy of Arts and Letters City Hall Relief #4 Millenium Park Radiant I Trust Cerque Rivera Art Experience elsewhere in the City, and MSA ZIP codes includevisits ZIP codes per inyear, the Loop, shows City andthe remainder power ofof thethe MSA. Signums Papermakers Garden We Will Jay Pritzker Pavillion International Horn Society Music and Dance Foundation Loop’s arts institutions in driving such Chicago Human Rhythm Project Winged Victory Cloud Gate Buckingham Fountain The Town-Ho’s Story LinesVisitors in Four Directionsto the wallArts in the Loop who high-frequency,come 10 times ahigh-value year or less visitors. are more likely Chicago Youth Symphony Orchestras Chicago Board of Trade Building Millennium Park Foundation Larca Gallery Three Lawyers and a Judge Chicago Design Museum Ossia Musical Forum to splurge a bit more. They Fieldspend Building 27 percent more on retail,BP Bridge 30 percent more on Big Eyelids Monument with Standing Beast AmericanNote: This Academy table of provides Art/Bill L. perParks person visitor spending by destination type if the visitor only attended Gallery Jazz Institute of Chicago restaurants and nearly 40 percentSculptures andmore Reliefs on Board parking of Trade andSpheres ground transportation. Twisted Columns Bridgeport institutions that fall within each category (e.g., only performing arts destinations and no other destinations). Float Fifth House Ensemble Friends of the Chicago River TheHigh-frequency Dayly Upsen Downs visitors makeCeres up forNote: it by The their darker frequency, green areas includingindicate the areas a sizable of greatest Cultural Center Stained Glass Dome John Alexander Logan Monument Relief Panels San Marco II Illinoisshare River of Landscape visitors who attendCommunication the artsLoop 50 X9 orvisitors. more times a year. Chicago Cultural Center Broadway In Chicago/Cadillac Palace The Lurie Garden ChristopherARTS IN Columbus THE LOOP VISITORSArts BY and A BusinessGE Council of Chicago Public Speaker No. 1 City of Chicago DCASE Events Theatre PER PERSON VISITOR SPENDING BY FREQUENCY Grant Park Orchestral Association FisherThere Boy Fountainis a distinct differenceAudience between Architects Arts in the Loop visitors who live in the Winged Form Source: ArtsMarket Freeform Chicago Children’s Choir 29 | CHICAGO LOOP ALLIANCE Illinois State Museum ARTS IN THE GusLOOP Giordano ECONOMIC Jazz IMPACT Dance STUDY Co ReadingCity ofCones Chicago and those whoChicago live Multi-cultural outside Dance it inCenter the Metro area or beyond. Gene Siskel Film Center of the | 30 Cultural Center Mosaics Night Before Last Chicago Hubbard Street Dance Co CentralEssentially, Station Fragments visitors to Arts inAuditorium the Loop Theatre who of Roosevelt journey into the Loop for the arts are PER PERSON VISITOR SPENDINGArt Institute BY ofZIP Chicago CODE University, Inc. Stage Curtain for Opera Theatre of St. PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTIONBert Green Fine Art La Tormenta (The Storm) Artistsnearly and Automobiles:identical Lillies in age to visitors who come from longer distances in the United Muddy Waters Tribute Louis Richard J. Daley Center We Own the Future Pritzker Military Museum & Library Artists and Automobiles: Arise 2 Illinois Humanities Council Harris Theatre for Music and Dance States or beyond. But Arts in the Loop attendees who live in the city, and those The Picasso Reliefs North Lion Artistswho and live Automobiles: in the HedgeLoop Row itself, are both decidedly younger. The youngest audience is League of Chicago Theatres Hromovytsia Ukrainian Dance Ensemble Harmony Large Interior Form Chicago Rising from the Lake Ballet Chicago Co Puerto Rican Arts Alliance Abrahamthat from Lincoln the City of Chicago outside the Loop. Celebration of the 200th Anniversary Frank Lloyd Wright Building Flamingo Goodman Theatre Visceral Dance Maggie Daily Park Conservancy Spirit of the Great Lakes Fountain The Four Seasons Broadway In Chicago/CIBC Theatre Urban Gateways Reading Cones Monadnock Building Cubi VII The Bowman, The Spearman American Writers Museum School of the Art Institute of Chicago Crane Girl Fountain Marquette and Joliet Reliefs over Flying Dragon elevators Agora Loomings Rookery Building Dove Girl Fountain Chicago Stock Exchange Arch Marquette Building Knights and Squires Chicago International Film Festival Turtle Boy Fountain Riverwalk Gateway Untitled Marquette Ceiling Mosaic Lobby Chicago Fugue Chicago Symphony Orchestra Untitled Art Institute of Chicago Fisher Building City Apartments Journey Bronze Relief over elevators Monument with Standing Beast Symphony Center AIA Chicago Paris Metro Entryway FountainSource: ArtsMarket, HR&A War? Why? Silent Rain Door Panels and Push figures SouthVisitors Lion with wide ranging budgets can come to the Arts in the Loop and find a Jewelers Building Defense, Regeneration Inside a Cloud Aqua Apartments Gillory Institute Silk Road Rising SchoolNote:range ZIPof the ofcodes Art ways Institute on this to of Macleantableexperience are inclusive, the meaning arts. Anthat ArtsCity ZIP in codesthe Loop include film ZIP codes visitor in thecan Loop spend and Heald Square Monument DuSable Bridge Center Stone Arbor Sullivan Chicago Stock Exchange Panels elsewherean average in the City,of only and MSA$53 ZIP including codes include transportation, ZIP codes in the retail,Loop, City foodTapestry and andremainder more, of the while MSA. a Old Colony Shop Universe Chi Boy Lyric Opera Loop Tattoo Chicago Arts Partnerships in Arts Harold Washington Library (Theater and Cookvisitor County to Buildign a festival Relief 2 may spendRyan $132,Opera Center and a visitor to theEducation performing arts may Garden) I am You/You are Me Visitors to the Arts in the Loop who come 10 times a year or less are more likely Cookspend, County onBuilding average, Relief 1 $146. Civic Opera House Reliefs Vincentian Letter Chicago Philharmonic Society After School Matters, Inc. to3731 splurge | CHICAGO a LOOP bit ALLIANCE more. They spend 27 percent more on retail, 30 percent more on ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 restaurants and nearly 40 percent more on parking and ground transportation. Note: This table provides per person visitor spending by destination type if the visitor only attended High-frequency visitors make up for it by their frequency, including a sizable institutions that fall within each category (e.g., only performing arts destinations and no other destinations). share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE PER PERSON VISITOR SPENDING BY FREQUENCY There is a distinct difference between Arts in the Loop visitors who live in the City of Chicago and those who live outside it in the Metro area or beyond. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are nearly identical in age to visitors who come from longer distances in the United States or beyond. But Arts in the Loop attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Visitors with wide ranging budgets can come to the Arts in the Loop and find a range of ways to experience the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a visitor to a festival may spend $132, and a visitor to the performing arts may spend, on average, $146. 31 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION

PARTICIPATINGPER PERSON VISITOR SPENDING ARTS BY ORGANIZATIONS ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION Note: ZIP codes on this table are inclusive, meaning that City ZIP codesAPPENDIX include ZIP codes in the CB Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Hands of Peace The Loop Civic Opera House Pediment FederalVisitors Reserve to Bank the of ArtsChicago in the LoopDuSable’s who Journey come 10 times a yearGallery or 37 less Center are for the more Arts likely Money Museum Chicago Totem LaSalle Corridor with Holding Pattern Two Deer/The Fawn to splurge a bit more. TheyUntitled spend (Two 27 Heads) percent more on retail,Miro’s Chicago 30 percent more on Willis Tower Note: This table provides per person visitor spending by destination type if the visitor only attended Lobby Daedalus and Icarus Untitled Sounding Sculpture restaurants and nearly 40 percentEvents in the more Life of Harold on parking Washington andChicago ground Sinfonietta transportation. institutions that fall within each category (e.g., only performing arts destinations and no other destinations). Hyatt Kinetic Art Panels Arts and Artisans Repose in Amber Sculpture/Sonambients High-frequency visitors makeCarriona up Figure for itNo.2 by their frequency,Chicago including Opera Theatre a sizable American Institute of Graphic Arts Spirit of Electricity Reflections Petrillo Music Shell share of visitors who attendThe the Winner arts 50 or more times aIllinois year. Arts Alliance Sculptures Tablet Poster Plus Broadway In Chicago/ Oriental Theatre ARTS IN THE LOOP VISITORS BY AGE Spinning Head Irv Kupcinet Memorial Prudential Building Logo City Hall Relief #1 Blown Glass Sculpture VietnamPER VeteransPERSON Memorial VISITOR SPENDING BY FREQUENCY There is a distinct difference between Arts in the Loop visitors who live in the Collaborative painting Hilton Photo Project Glass Panels City Hall Relief #2 Dawn Shadows Music of the Baroque City of Chicago and those who live outside it in the Metro area or beyond. Studebaker Theater Hilton Photo Pproject Part 2 The Joffrey Ballet City Hall Relief #3 Boeing Gallery International Music Foundation Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and Blair Thomas & Co Puppeet Theatre Fulcrum Point New Music Project American Academy of Arts and Letters City Hall Relief #4 Millenium Park Radiant I Trust Cerque Rivera Art Experience nearly identical in age to visitors who come from longer distances in the United elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA. Signums Papermakers Garden We Will Jay Pritzker Pavillion International Horn Society Music and Dance Foundation Chicago Human Rhythm Project States or beyond. But Arts in the Loop attendees who live in the city, and those Winged Victory Cloud Gate Buckingham Fountain The Town-Ho’s Story LinesVisitors in Four Directionsto the wallArts in the Loop who come 10 times a year or less are more likely Chicago Youth Symphony Orchestras who live in the Loop itself, are both decidedly younger. The youngest audience is Chicago Board of Trade Building Millennium Park Foundation Larca Gallery Three Lawyers and a Judge Chicago Design Museum Ossia Musical Forum that from the City of Chicago outside the Loop. to splurge a bit more. They Fieldspend Building 27 percent more on retail,BP Bridge 30 percent more on Big Eyelids Monument with Standing Beast AmericanNote: This Academy table of provides Art/Bill L. perParks person visitor spending by destination type if the visitor only attended Gallery Jazz Institute of Chicago restaurants and nearly 40 percentSculptures andmore Reliefs on Board parking of Trade andSpheres ground transportation. Twisted Columns Bridgeport institutions that fall within each category (e.g., only performing arts destinations and no other destinations). Float Fifth House Ensemble Friends of the Chicago River TheHigh-frequency Dayly Upsen Downs visitors makeCeres up for it by their frequency, including a sizable Cultural Center Stained Glass Dome John Alexander Logan Monument Relief Panels San Marco II Illinoisshare River of Landscape visitors who attendCommunication the arts 50 X9 or more times a year. Chicago Cultural Center Broadway In Chicago/Cadillac Palace The Lurie Garden ChristopherARTS IN Columbus THE LOOP VISITORSArts BY and A BusinessGE Council of Chicago Public Speaker No. 1 City of Chicago DCASE Events Theatre PER PERSON VISITOR SPENDING BY FREQUENCY Grant Park Orchestral Association FisherThere Boy Fountainis a distinct differenceAudience between Architects Arts in the Loop visitors who live in the Winged Form Chicago Children’s Choir Freeform Source: ArtsMarket, HR&A Illinois State Museum Gus Giordano Jazz Dance Co ReadingCity ofCones Chicago and those whoChicago live Multi-cultural outside Dance it inCenter the Metro area or beyond. Gene Siskel Film Center of the Cultural Center Mosaics Night Before Last Chicago Hubbard Street Dance Co CentralEssentially, Station Fragments visitors to Arts inAuditorium the Loop Theatre who of Roosevelt journey into the Loop for the arts are Art Institute of Chicago University, Inc. Stage Curtain for Opera Theatre of St. Bert Green Fine Art La Tormenta (The Storm) ArtistsnearlyVisitors and Automobiles:identical with wide Lillies in ageranging to visitors budgets who can come come from to thelonger Arts distances in the Loop in theand United find a Muddy Waters Tribute Louis Richard J. Daley Center We Own the Future Pritzker Military Museum & Library Artists and Automobiles: Arise 2 Illinois Humanities Council Harris Theatre for Music and Dance Statesrange ofor waysbeyond. to experience But Arts in thethe arts.Loop An attendees Arts in the who Loop live filmin the visitor city, canand spend those The Picasso Reliefs North Lion Artistswhoan averageand live Automobiles: in the of onlyHedgeLoop Row$53 itself, including are both transportation, decidedly younger. retail, foodThe youngestand more, audience while a is League of Chicago Theatres Hromovytsia Ukrainian Dance Ensemble Harmony Large Interior Form Chicago Rising from the Lake Ballet Chicago Co Puerto Rican Arts Alliance Abrahamthatvisitor from Lincoln to athe festival City of may Chicago spend outside $132, and the aLoop. visitor to the performing arts may Celebration of the 200th Anniversary Frank Lloyd Wright Building Flamingo Goodman Theatre Visceral Dance Maggiespend, Daily Parkon average, $146. Conservancy Spirit of the Great Lakes Fountain The Four Seasons Broadway In Chicago/CIBC Theatre Urban Gateways Reading31 | ConesCHICAGO LOOP ALLIANCE Monadnock Building ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 Cubi VII The Bowman, The Spearman American Writers Museum School of the Art Institute of Chicago Crane Girl Fountain Marquette and Joliet Reliefs over Flying Dragon elevators Agora Loomings Rookery Building Dove Girl Fountain Chicago Stock Exchange Arch Marquette Building Knights and Squires Chicago International Film Festival Turtle Boy Fountain Riverwalk Gateway Untitled Marquette Ceiling Mosaic Lobby Chicago Fugue Chicago Symphony Orchestra Untitled Art Institute of Chicago Fisher Building City Apartments Journey Bronze Relief over elevators Monument with Standing Beast Symphony Center Paris Metro Entryway Fountain AIA Chicago War? Why? Silent Rain Door Panels and Push figures SouthVisitors Lion with wide ranging budgets can come to the Arts in the Loop and find a Jewelers Building Defense, Regeneration Inside a Cloud Aqua Apartments Gillory Institute Silk Road Rising Schoolrange of the of Art ways Institute to of Macleanexperience the arts. An Arts in the Loop film visitor can spend Heald Square Monument DuSable Bridge Center Stone Arbor Sullivan Chicago Stock Exchange Panels an average of only $53 including transportation, retail, foodTapestry and more, while a Old Colony Shop Universe Chi Boy Lyric Opera Loop Tattoo Chicago Arts Partnerships in Arts Harold Washington Library (Theater and Cookvisitor County to Buildign a festival Relief 2 may spendRyan $132,Opera Center and a visitor to theEducation performing arts may Garden) I am You/You are Me Cookspend, County onBuilding average, Relief 1 $146. Civic Opera House Reliefs Vincentian Letter Chicago Philharmonic Society After School Matters, Inc. 31 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 38 32 PER PERSON VISITOR SPENDING BY ZIP CODE PPERER P PERSONERSON V VISITORISITOR S SPENDINGPENDING BY BY T YPEZIP C OFODE INSTITUTION PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION

Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA. elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Visitors to the Arts in the Loop who come 10 times a year or less are more likely Source:Visitors ArtsMarket, to HR&A the Arts in the Loop who come 10 times a year or less are more likely to splurge a bit more. They spend 27 percent more on retail, 30 percent more on to splurge a bit more. They spend 27 percent more on retail, 30 percent more on Note: This table provides per person visitor spending by destination type if the visitor only attended restaurants and nearly 40 percent more on parking and ground transportation. restaurants and nearly 40 percent more on parking and ground transportation. Note: This table provides per person visitor spending by destination type if the visitor only attended institutions that fall within each category (e.g., only performing arts destinations and no other destinations). High-frequency visitors make up for it by their frequency, including a sizable High-frequency visitors make up for it by their frequency, including a sizable institutions that fall within each category (e.g., only performing arts destinations and no other destinations). share of visitors who attend the arts 50 or more times a year. ARTSshare IN of THE visitors LOOP who VISITORS attend BY the A GEarts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE PER PERSON VISITOR SPENDING BY FREQUENCY TherePER PisERSON a distinct VISITOR difference SPENDING between BY F ArtsREQUENCY in the Loop visitors who live in the There is a distinct difference between Arts in the Loop visitors who live in the City of Chicago and those who live outside it in the Metro area or beyond. City of Chicago and those who live outside it in the Metro area or beyond. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are nearly identical in age to visitors who come from longer distances in the United nearly identical in age to visitors who come from longer distances in the United States or beyond. But Arts in the Loop attendees who live in the city, and those States or beyond. But Arts in the Loop attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop. that from the City of Chicago outside the Loop.

Visitors with wide ranging budgets can come to the Arts in the Loop and find a Visitors with wide ranging budgets can come to the Arts in the Loop and find a range of ways to experience the arts. An Arts in the Loop film visitor can spend range of ways to experience the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a an average of only $53 including transportation, retail, food and more, while a visitor to a festival may spend $132, and a visitor to the performing arts may visitor to a festival may spend $132, and a visitor to the performing arts may spend, on average, $146. Source:spend, ArtsMarket on average, $146. 31 | CHICAGO LOOP ALLIANCE 3931 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 PER PERSON VISITOR SPENDING BY ZIP CODE ARTSPER P INERSON THE L VOOPISITOR VISITORS SPENDING BY H OUSEHOLDBY TYPE OF I NCOMEINSTITUTION There is a strong correlation between age and income for the households in the The profile of Arts in the Loop visitors by household income is fascinating and MSA outside the Loop: 65+ households dominate the incomes under $100,000, in many ways counter-intuitive. There is often a perception that attendees to the showing a retiree population that is drawn into the city. Anecdotal input from arts who drive in from the suburbs in any metro area represent the wealthiest the visitor surveys suggest this group is dominated by subscribers and museum visitor segment. For the Loop, however, the metro visitors from outside the city members who realize enough savings through these to come into the Loop represent the most income-diverse group and the group most dominated by frequently for the Arts. household incomes less than $60,000. It is important to note that visitors from this geography spend more per visit than those coming from the City of Chicago It is interesting to note outside of the Loop, spending more in every category but significantly more in that visitors to the Arts tickets than City of Chicago residents – 11 percent more. in the Loop from beyond the Chicago Metro area are almost evenly split between households Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and earning less than elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA. $100,000 and those earning $100,000 or Visitors to the Arts in the Loop who come 10 times a year or less are more likely more. to splurge a bit more. They spend 27 percent more on retail, 30 percent more on restaurants and nearly 40 percent more on parking and ground transportation. Note: This table provides per person visitor spending by destination type if the visitor only attended High-frequency visitors make up for it by their frequency, including a sizable institutions that fall within each category (e.g., only performing arts destinations and no other destinations). AUDIENCE DIVERSITY An exciting characteristic of the Arts in the Loop audience is the significant share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE diversity it represents. All geographic segments of the Arts in the Loop audience except for those coming from beyond the MSA are at least 5 percent more PER PERSON VISITOR SPENDING BY FREQUENCY There is a distinct difference between Arts in the Loop visitors who live in the diverse than the national average16 with the exception of visitors coming from City of Chicago and those who live outside it in the Metro area or beyond. outside the metro area. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are nearly Source: identical ArtsMarket in age to visitors who come from longer distances in the United States or beyond. But Arts in the Loop attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Visitors with wide ranging budgets can come to the Arts in the Loop and find a range of ways to experience the arts. An Arts in the Loop film visitor can spend Source: The SPPA study does not include Asian ethnicity, simply including an average of only $53 including transportation, retail, food and more, while a Source: ArtsMarket visitor to a festival may spend $132, and a visitor to the performing arts may (16 A decade of Arts Engagement, Findings from the Survey of Public Participation in the Arts (SPPA), 2002- spend, on average, $146. 2012, National Endowment for the Arts research paper, 2015.) 31 | CHICAGO LOOP ALLIANCE 33 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 40 32 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 34 ARTS IN THE LOOP VISITORS BY HOUSEHOLD INCOME TherePER P ERSONis a strong VISITOR correlation SPENDING between BY ZIP age CODE and income for the households in the The profile of Arts in the Loop visitors by household income is fascinating and MSA outside the Loop: 65+ households dominate the incomes under $100,000, PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION in many ways counter-intuitive. There is often a perception that attendees to the showing a retiree population that is drawn into the city. Anecdotal input from arts who drive in from the suburbs in any metro area represent the wealthiest the visitor surveys suggest this group is dominated by subscribers and museum visitor segment. For the Loop, however, the metro visitors from outside the city members who realize enough savings through these to come into the Loop represent the most income-diverse group and the group most dominated by frequently for the Arts. household incomes less than $60,000. It is important to note that visitors from this geography spend more per visit than those coming from the City of Chicago It is interesting to note outside of the Loop, spending more in every category but significantly more in that visitors to the Arts tickets than City of Chicago residents – 11 percent more. in the Loop from beyond the Chicago Metro area are almost evenly split between households Note: ZIP codes on this table are inclusive, meaning that City ZIP codes includeearning ZIP lesscodes than in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, $100,000City and remainder and those of the MSA. earning $100,000 or Visitors to the Arts in the Loop who come 10 times a yearmore. or less are more likely Source: ArtsMarket to splurge a bit more. They spend 27 percent more on retail, 30 percent more on restaurants and nearly 40 percent more on parking and ground transportation. Note: This table provides per person visitor spending by destination type if the visitor only attended AUDIENCE DIVERSITY institutions that fall within each category (e.g., only performing arts destinations and no other destinations). AnHigh-frequency exciting characteristic visitors make of the up Arts for itin by the their Loop frequency, audience including is the significant a sizable diversityshare of itvisitors represents. who attend All geographic the arts 50 segments or more oftimes the Artsa year. in the Loop audience ARTS IN THE LOOP VISITORS BY AGE except for those coming from beyond the MSA are at least 5 percent more diversePER PERSON than the VISITOR national SPENDING average BY1623 with FREQUENCY the exception of visitors coming from There is a distinct difference between Arts in the Loop visitors who live in the outside the metro area. City of Chicago and those who live outside it in the Metro area or beyond. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are nearly identical in age to visitors who come from longer distances in the United States or beyond. But Arts in the Loop attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Source:Visitors ArtsMarket with wide ranging budgets can come to the Arts in the Loop and find a Note:Source:range The SPPA Theof study waysSPPA does study tonot includeexperience does Asian not ethnicity, include the simply Asian arts. including ethnicity, An Asian Arts among simply itsin classification includingthe Loop of “other film visitor can spend ethnicities.”an average of only $53 including transportation, retail, food and more, while a visitor to a festival may spend $132, and a visitor to the performing arts may (23(16 A decade of Arts Engagement, Findings from the Survey of Public Participation in the Arts (SPPA), 2002- 2012,spend, National on average,Endowment $146.for the Arts research paper, 2015.) 33 | CHICAGO LOOP ALLIANCE 4131 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 34 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 PER PERSON VISITOR SPENDING BY ZIP CODE EPDUCATIONER PERSON LEVELS VISITOR: VISITORS SPENDING TO ABYRTS TYPE IN THEOF I NSTITUTIONLOOP AGE, INCOME AND FREQUENCY OF PARTICIPATION Numerous studies over the past decades have associated high levels of Younger and older arts audiences come to the Loop more frequently than those educational attainment with arts participation. The Arts in the Loop study in the middle. showed that attenders in the Loop have, in general, even higher levels of educational attainment than found in national studies.

Frequency can be shown in two ways, by age and by income:

Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Visitors to the Arts in the Loop who come 10 times a year or less are more likely to splurge a bit more. They spend 27 percent more on retail, 30 percent more on Source: ArtsMarket A Note:decade ofThis Arts tableEngagement, provides Findings per from person the Survey visitor of Public spending Participation by indestination the Arts (SPPA), type 2002-2012, if the visitorNational Endowmentonly attended for the Arts restaurants and nearly 40 percent more on parking and ground transportation. researchSource: paper, A 2015.decade of Arts Engagement, Findings from the Survey of Public Participation in the Arts institutions that fall within each category (e.g., only performing arts destinations and no other destinations). High-frequency visitors make up for it by their frequency, including a sizable (SPPA), 2002-2012, National Endowment for the Arts research paper, 2015. share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE PER PERSON VISITOR SPENDING BY FREQUENCY DThereIVERSITY is a, distinctAGE AND difference FREQUENCY between Arts in the Loop visitors who live in the ACity logical of Chicago question and based those on who the demographicslive outside it in of the Arts Metro in the area Loop or attendeesbeyond. is the degree to which these demographics influence participation. Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are This shows the high importance of affluent young attenders in shaping the Therenearly is identical little difference in age toin visitorsfrequency who of come participation from longer by ethnicity, distances with in thethe United overall frequency of Arts in the Loop participation. soleStates exception or beyond. of higher But Arts frequency in the Loop of attendance attendees at who Arts live in thein the Loop city, by and Asian those attendeeswho live in over the ageLoop 65. itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Visitors with wide ranging budgets can come to the Arts in the Loop and find a In sum, the Arts in the Loop – as well as the overall economy of the Loop – range of ways to experience the arts. An Arts in the Loop film visitor can spend are benefiting from the young affluents who live in the Loop and in the City of an average of only $53 including transportation, retail, food and more, while a Chicago. While national data such as SPPA find that older attenders over age 65 visitor to a festival may spend $132, and a visitor to the performing arts may are consistently the most frequent attenders, the Arts in the Loop prove that the Source: ArtsMarket spend, on average, $146. young audience is a significant factor driving economic impact. 31 | CHICAGO LOOP ALLIANCE 35 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 42 32 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 36 EDUCATION LEVELS: VISITORS TO ARTS IN THE LOOP APGEER, IPNCOMEERSON AND VISITOR FREQUENCY SPENDING OF BYPARTICIPATION ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION Numerous studies over the past decades have associated high levels of Younger and older arts audiences come to the Loop more frequently than those educational attainment with arts participation. The Arts in the Loop study in the middle. showed that attenders in the Loop have, in general, even higher levels of educational attainment than found in national studies.

Source: ArtsMarket

Frequency can be shown in two ways, by age and by income: Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Visitors to the Arts in the Loop who come 10 times a year or less are more likely to splurge a bit more. They spend 27 percent more on retail, 30 percent more on Note: This table provides per person visitor spending by destination type if the visitor only attended Source: A decade of Arts Engagement, Findings from the Survey of Public Participation in the Arts restaurants and nearly 40 percent more on parking and ground transportation. institutions that fall within each category (e.g., only performing arts destinations and no other destinations). (SPPA), 2002-2012, National Endowment for the Arts research paper, 2015. High-frequency visitors make up for it by their frequency, including a sizable share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE DIVERSITY, AGE AND FREQUENCY PER PERSON VISITOR SPENDING BY FREQUENCY There is a distinct difference between Arts in the Loop visitors who live in the A logical question based on the demographics of Arts in the Loop attendees is Source: ArtsMarket City of Chicago and those who live outside it in the Metro area or beyond. the degree to which these demographics influence participation. This shows the high importance of affluent young attenders in shaping the Essentially, visitors to Arts in the Loop who journey into the Loop for the arts are There is little difference in frequency of participation by ethnicity, with the overall frequency of Arts in the Loop participation. nearly identical in age to visitors who come from longer distances in the United sole exception of higher frequency of attendance at Arts in the Loop by Asian States or beyond. But Arts in the Loop attendees who live in the city, and those attendees over age 65. who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Source: ArtsMarket InVisitors sum, the with Arts wide in theranging Loop budgets – as well can as comethe overall to the economy Arts in the of Loopthe Loop and –find a arerange benefiting of ways fromto experience the young the affluents arts. An Artswho live in thein theLoop Loop film and visitor in thecan City spend of Chicago.an average While of only national $53 includingdata such transportation, as SPPA find thatretail, older food attenders and more, over while age a 65 arevisitor consistently to a festival the maymost spend frequent $132, attenders, and a visitor the Arts to the in theperforming Loop prove arts thatmay the youngspend, audience on average, is a significant$146. factor driving economic impact. 35 | CHICAGO LOOP ALLIANCE 4331 | CHICAGO LOOP ALLIANCE ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 36 ARTS IN THE LOOP ECONOMIC IMPACT STUDY | 32 PER PERSON VISITOR SPENDING BY ZIP CODE PER PERSON VISITOR SPENDING BY TYPE OF INSTITUTION

Note: ZIP codes on this table are inclusive, meaning that City ZIP codes include ZIP codes in the Loop and elsewhere in the City, and MSA ZIP codes include ZIP codes in the Loop, City and remainder of the MSA.

Visitors to the Arts in the Loop who come 10 times a year or less are more likely to splurge a bit more. They spend 27 percent more on retail, 30 percent more on restaurants and nearly 40 percent more on parking and ground transportation. Note: This table provides per person visitor spending by destination type if the visitor only attended High-frequency visitors make up for it by their frequency, including a sizable institutions that fallMORE within each category INFORMATION (e.g., only performing arts destinations and no other destinations). share of visitors who attend the arts 50 or more times a year. ARTS IN THE LOOP VISITORS BY AGE PER PERSON VISITOR SPENDING BY FREQUENCY There is a distinctFor more difference information between on Artsthe Chicagoin the Loop Loop visitors who live in the City of ChicagoAlliance and those or to whodownload live outside this study it in theplease Metro visit: area or beyond. Essentially, visitorsLoopChicago.com/ArtsintheLoop to Arts in the Loop who journey into the Loop for the arts are nearly identical in age to visitors who come from longer distances in the United States or beyond. But Arts in the Loop attendees who live in the city, and those who live in the Loop itself, are both decidedly younger. The youngest audience is that from the City of Chicago outside the Loop.

Visitors with wide ranging budgets can come to the Arts in the Loop and find a range of ways to experience the arts. An Arts in the Loop film visitor can spend an average of only $53 including transportation, retail, food and more, while a visitor to a festival may spend $132, and a visitor to the performing arts may spend, on average, $146. Credit-Adam31 | CHICAGO Alexander LOOP for ChicagoALLIANCE Loop Alliance ARTS IN THE LOOP ECONOMIC IMPACT STUDY | xx32 ARTS IN THE LOOP ECONOMIC IMPACT STUDY

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@loopchicago @Chicago-Loop-Alliance

FrontCover Cover image Image credits: Credits: Grant Grant Wood. Wood. American American Gothic Gothic (detail), (detail), 1930. 1930. The Art InstituteInstitute of of Chicago, Chicago, Friends Friends of Americanof American Art Collec-Art Collection. BackAdam Cover Alexander Image Credits:for Chicago Adam Loop Alexander Alliance. for Chicago Loop Alliance