CREATIVE COMMUNITY INDEX

Measuring Progress Toward A Vibrant Silicon Valley

IN QUIRIES INTO CULTURE SERIES Published by

C U LTURAL INITIATIVES SILICON VA L L E Y Welcome

The purpose of the C r e a t i ve Community Index i s : I wish to extend my deep gratitude to the funding sources and partners who have made • To describe, based on quantitative research, the 2005 Creative Community Index possible. the cultural landscape of Silicon Valley, with The concept of including analysis on the special emphasis on the arts. cultural views and aspirations of local leaders • To illuminate correlations between Silicon originated with American Leadership Forum Valley’s cultural vitality and its capacity to Silicon Valley, which also contributed gener- generate creative ideas significant to the ously to the project. The release of the 2005 region’s economic and social well-being. Index coincides with a major conference on creativity in Silicon Valley for which the Silicon Valley has a tradition of gathering Forum was a key organizer. The James Irvine objective data on a wide range of regional Foundation provided the initial grant support, issues of public import. For many years, Joint and major funding was also provided by the Venture: Silicon Valley Network has produced John S. and James L. Knight Foundation, The an annual Index of Silicon Valley, which presents David and Lucile Packard Foundation, The extensive data and analysis on the region’s William and Flora Hewlett Foundation, and economy, environment, society and area stew- Adobe Systems Incorporated. Garnering sup- ardship. Joint Venture’s steady research has port for research and analysis is usually diffi- been instrumental in several important region- cult, but these funders all expressed a keen al initiatives related to transportation, educa- interest in the results of this effort. tion, housing and the economy. A special thanks to Frederick Ferrer, In 2002, Cultural Initiatives Silicon Valley, Commission Chair of FIRST 5 Santa Clara with major support from the John S. and County, for the inspiration to collect data on James L. Knight Foundation, published the preschool children. Credit is also due to the first Creative Community Index. It presented Survey and Policy Research Institute at San data on cultural trends in Silicon Valley, the José State University, whose staff conducted a first since 20/21: A Regional Cultural Plan for remarkable random telephone survey of adult the New Millennium in 1997. Following up on residents of the Valley, and to the San José the 2002 Index, Cultural Initiatives separately Office of Cultural Affairs and Arts Council commissioned two anthropologists, Dr. Pia Silicon Valley for their assistance. Moriarty and Dr. Maribel Alvarez, to conduct field research and write first-ever reports on the condition of this region’s participatory (amateur) cultural activities. Dr. Moriarty’s report was released in May 2004, and Dr. Alvarez’s work will be published this fall. Susan Hammer Board President Cultural Initiatives Silicon Valley

1 Cultural Initiatives Silicon Valley Board of Directors Susan Hammer, President Ann Gralnek Kim Walesh, Vice President Michael Hackworth Robert Wayman, Treasurer Christine Harris Mai Bui Kim Polese Virginia Chang Kiraly Dr. Harry Saal

Creative Community Index Advisors Paul Bains, Saint Samuels Church of God in Christ Chris Block, Charities Housing Development Corporation Dennise Carter, Carter McNulty Alexa Cortes Culwell Debra L. Dunn Phaedra Ellis-Lamkins, South Bay AFL-CIO Labor Council Chris Eyre, Legacy Venture John Ford, Stanford University Susan Goldberg, San Jose Mercury News Teresa Guerrero-Daley, Superior Court, Santa Clara County Ammar Hanafi, Alloy Ventures Talat Hasan, India Community Center Marc Jones, Visionael Corporation Vani Kola, Certus Diane Savage, Cooley Godward Scott Seaman, Los Gatos Police Department Bryan Stolle, Agile Software Amari Romero Thomas, United Way Silicon Valley Chui L. Tsang, San Jose City College

Authors John Kreidler and Philip J. Trounstine Contributing Writer Jessica Zenk Technical Advisors Alan Brown, Brendan Rawson and Kim Walesh Editor and Production Manager Laura Jason Survey Manager Vanessa Shieh Design and Publication San Francisco Study Center D a ta Archive Cultural Policy and the Arts National Data Arc h i ve (CPA N DA), Princeton Un i ve r s i t y

Copyright © 2005 Cultural Initiatives Silicon Valley Printed in the United States of America

Cultural Initiatives Silicon Valley 1153 Lincoln Avenue, Suite I San José, California 95125-3009 Telephone: 408.283.7000, Facsimile: 408.283.2127 www.ci-sv.org

This publication is made possible through the generous support of American Leadership Forum Silicon Valley, the John S. and James L. Knight Foundation, The James Irvine Foundation, The David and Lucile Packard Foundation, The William and Flora Hewlett Foundation and Adobe Systems Incorporated.

Cover Photo: Girls perform classical Indian dances for packed crowds at the Hindu Temple and Community Center, South Bay, in Sunnyvale. Photographer: Raj Bhanot

2 We want leaders and residents to operate from an informed position in making Silicon Valley a more lively, satisfying, innovative place in which to live and work.

Contents

Welcome 1

Key Findings 4

What’s New in 2005 5

Why Art and Culture Are Important to Silicon Valley 5

The Cultural Ecology of Silicon Valley 6 Cultural Literacy: Children and Youth 8 Cultural Literacy: Adults 11 Participatory Cultural Practice 12 Professional Cultural Goods and Services: Nonprofit Cultural Organizations 14 Professional Cultural Goods and Services: Artists 17

Cultural Views and Aspirations of Regional Leaders 18

Recommendations 21

Sources of Data and Methodology 22

3 Arts and culture have vital practical relevance for the economy • Many Silicon Valley adults are and civil society of Silicon Valley. amateur artists: 55% reported par- ticipating in some cultural genre. The leading form of expression was playing a musical instrument (30%), followed by creative writing hours each school week. A major (22%), dancing (19%), painting KEY FINDINGS effort to restore arts education in (18%) and drawing (13%). They Creativity is widely the Valley’s K-5 schools is now average four to five hours per under way in three-fourths of week on these activities. valued in Silicon Valley Santa Clara County school dis- where many residents tricts as a result of Silicon Valley’s • The 52% of respondents who 1997 20/21 Regional Cultural Plan. participate in some form of civic exercise creativity on An independent evaluation of this activity and the 39% who volun- the job and in their effort shows strong results, but it teer regularly were significantly will take much more work to more likely to say arts play a daily lives attain the three to four hours a major role in their lives than those week of instruction favored by the who do neither (43% for both civic Overall, the regional “creative survey respondents. participants and volunteers, 31% commons,” the environment that of nonparticipants and 33% of • Significant correlations were promotes the generation of original nonvolunteers). These findings found between adults employed ideas, appears to be strong. are the strongest evidence among in creative occupations and their the 2005 data to support the • And yet, 58% of regional leaders participation in the arts. The assertion that the arts and culture surveyed for the Index said that Index’s 2005 telephone survey are correlated to enhanced civic Silicon Valley is slipping in its of 1,010 adults identified 406 engagement. ability to attract new creative tal- employed in jobs requiring cre- ent, even though creative workers ative skills. A significantly higher None of our data suggest that the want to live and work here and proportion of people in creative cultural ecology of Silicon Valley is, enjoy the region once they move occupations, 41%, indicated that as yet, in a state of crisis. Significant here. The data further suggest the arts played a major role in problems are apparent in K-12 arts that improvements in the arts, their lives, compared with 34% education, nonprofit cultural organ- leisure opportunities, and vibrant for people in noncreative jobs. izations, and for professional artists. urban neighborhoods would Creative workers consistently Significant opportunities are evi- make Silicon Valley more attrac- said they attended cultural out- dent in reaping greater public bene- tive to creative, talented people. ings more often than those whose fits from a robust tier of amateur jobs did not involve significant arts practice, and fulfilling the A dramatic finding is just how • creativity. For example, 33% of region’s aspiration to establish an many residents of the region want creative workers attended musical authentic cultural identity. These to learn more about the arts, and concerts, compared with 27% not problems and opportunities can be want children to receive substan- engaged in creative work. For addressed through intelligent lead- tial arts training from preschool movie attendance, the comparison ership, a Silicon Valley tradition. through high school. Nine of 10 was 63%/54%; for theater, 26%/21%; adults said arts education should for museums, 21%/15%; and for be required in the schools, and the dance, 23%/18%. Moreover, people median response was that they in creative jobs favored mandatory should be taught art three to four arts education at an exceptionally high rate, 92%, and they favored more hours per week of arts education than people in non- creative jobs.

4 WHAT’S NEW IN 2005 More and Better Data in the Index

As in 2002, the 2005 Creative Community Index has • Recognizing that leadership is pivotal in any initia- assembled data from original surveys and secondary tive aimed at improving the regional cultural ecology, sources to achieve a broad understanding of Silicon the 2005 Index includes data from a new survey of Valley’s cultural ecology. Several new features have leaders in business, civic affairs, labor, education, been incorporated into the 2005 edition. religion and the nonprofit sectors. • The 2002 study of adult residents was based on an • The 2005 Index examines cultural education and intercept survey — “man-on-the-street” interviews — activities for K-12 youth, and includes data on with 350 individuals. The 2005 research used a services for preschool children. random telephone survey of 1,010 individuals to • The 2005 Index incorporates recent research on the improve statistical reliability. condition of local artists.

Dr. Richard Florida, in his influen- es and bars, converted studio lofts, WHY ART tial 2002 book, The Rise of the Creative eclectic restaurants, independent Class: And How It’s Transforming Work, bookstores and basement jazz clubs, AND CULTURE Leisure, Community and Everyday Life, in which a mingling of eccentric ranks the San Francisco Bay Area as artists, entrepreneurs, intellectuals ARE IMPORTANT the United States’ leading center of and scientists of every nationality economic creativity, scoring 1,057 and race would be sketching out TO SILICON on the “Creativity Index.” the next wave of philosophy, science, art and technology. Dr. Florida regards the Bay Area, VALLEY with Silicon Valley as a subregion, as This vision is not far-fetched when responsible for exceptional econom- it is remembered that Watson and Art and culture are rightfully ic and technological innovation. San Crick first drew a diagram of the regarded as intrinsically valuable Francisco has the most substantial DNA molecule in a pub in to a healthy community, but the concentration of urban authenticity Cambridge, and Jobs and Wozniak Creative Community Index takes that elements, while Silicon Valley and developed some of their early con- view a step further and posits that the East Bay contain many of the cepts of the personal computer culture also has vital practical rele- universities and corporations that within the Homebrew Computer vance for the economy and civil serve as a focal point for business Club, which met at various venues society of Silicon Valley. and technological innovation. in the suburbs surrounding Stanford University. Silicon Valley is wo r l d - r e n owned as a D r. Florida’s research supports the leader in technological and business a s s e rti on that exc e ptional regional All of the top 10 regions in Dr. i n n ovation, a reputation attributa b l e economies are the result of high con- Florida’s analysis excel as bastions to key individuals and institutions centrations of creative wo rkers. The of urban authenticity and tolerance, such as David Packa rd, William conditions that attract these wo rke r s and contain major concentrations H e w l ett, NASA Ames Re s e a rc h include urban authenticity and toler- of creative workers. The other nine Center and Sta n fo rd Un i ve r s i t y. It ance, as well as pre-existing concen- also draws strength from the broad- trations of creative people, oft e n er “creative commons” that charac- clustered around universities, corp o- terizes this region: a fe rtile env i r o n- rations and cultural institutions. Regional leaders said ment that promotes the generation Extrapolating Dr. Florida’s findings, Silicon Valley is slipping of original ideas, and is replenished, the perfect creative commons would in turn, by the region’s social, eco- in its ability to attract be an economically vibrant land- nomic and cultural vita l i t y. new creative talent. scape dotted with gritty coffee hous-

5 New emphasis should be placed on creating and supporting spaces for artists to work, exhibit and sell their products

on his index, with their scores, are: a substantial body of data and institutions such as schools, fra- Austin (1,028), San Diego (1,015), analysis on the social and economic ternal groups and religious con- Boston (1,015), Seattle (1,008), features of the region, the Creative gregations, and informal institu- Raleigh-Durham (996), Houston Community Index dwells on the cul- tions such as the family. (980), Washington-Baltimore (964), tural sector, making frequent refer- • Pa rt i c i p a to r y cultural pra c t i c e New York (962), and Dallas and ence to social and economic connec- is the engagement of individuals Minneapolis-St. Paul, tied at 960. tions, but not repeating the findings and groups in cultural activities of Joint Venture’s Index. In contrast, regions that are rural in a nonp r o fessional set t i n g . and mono-cultural may be great D r awing, writing poet r y, cosmet i c places to live, but their creative com- m a keup, singing in a community mons are not robust. In last place THE CULTURAL chorus, social dance, and garage in Dr. Florida’s rankings of creative rock bands are exa mples of part- metropolitan places, with a score of ECOLOGY i c i p a t o r y cultural practice (the 73 on the “Creativity Index,” is Enid, term “amateur” conveys a similar Oklahoma. Although Enid may not OF SILICON m e a n i n g ) . be a renowned center of creativity, • Professional cultural goods it has been proclaimed “… the most VALLEY and services are the products romantic destination in the world.” of formally organized cultural The essential point is that the arts 3 Keys to a Creative producers and individual profes- and culture make a difference in the sional practitioners, whether economic life of a region by helping Community working in the commercial or to attract creative workers and sup- nonprofit sector. Examples of porting a yeasty environment for The analytic framewo rk of the professional goods and services innovation in many realms of C r e a t i ve Community Index r e c o g n i z e s might include a production endeavor, including business and three interrelated elements of a of Tosca by Opera San José, technology. h e a l t hy cultural ecology: cultural lit- a new video game produced e r a c y, part i c i p a t o ry cultural practice, by Electronic Arts, a public sculp- Beyond their significance to eco- and professional cultural goods and ture commissioned by the San nomic creativity, the arts and other s e r vices. José Arts Commission, or a com- forms of culture, such as cuisine and puter graphic created by a local fashion, are important vehicles for • Cultural literacy is defined artist. shaping the identity and social as fluency in traditions, aes- cohesion of a region. Given that thetics, manners, customs, These three elements of the Silicon Valley’s residents are highly language and the arts, cultural ecology operate mobile, the arts and culture can be and the ability to apply as a structural hierarchy, instrumental in preserving identity critical thinking Professional as visualized in the for the region’s many domestic and and creativity to Cultural Goods accompanying international immigrants, while pro- these elements. and Services diagram. viding bridges by which these Cultural litera- The founda- diverse populations can learn about cy is acqu i r e d tion of the and form associations with one through cultural another. formal Participatory Cultural Practice ecology Given that Joint Venture’s annual Index of Silicon Valley already provides Cultural Literacy

CULTURAL ECOLOGY

6 is cultural literacy: understanding world where there was no tradition the basics of music, visual art, poet- Nine of 10 adults said of symphonic music. The Symp h o ny ’ s ry, design, computer graphics, low- arts education should be demise is a complex story, but this rider cars or fashionable clothes; required in the schools. erosion of the underlying regional appreciating the history of these base of musical literacy and partici- cultural genres; developing a sense patory practice was surely a con- of quality; and having the capacity region. For example, professional tributing factor. to apply critical judgments. and semi-pro baseball are found in As the San Jose Symphony was The pyramid’s second level, partici- virtually every part of the United failing, in Milpitas the India patory (amateur) practice, can be States. In comparison, professional Community Center was succeeding attained only by culturally literate soccer, introduced in the United with remarkable cultural vigor. individuals and communities. For States in the last 40 years, thrives The India Center is in an attractive, example, the creation of a quilt only in places with a history of well-equipped building and offers requires mastery of sewing tech- amateur soccer, or where a sizeable an energetic set of programs that niques and knowing the aesthetic number of immigrants from soccer- provide youth and adults with traditions of quilt design. imbued nations reside. The average literacy in South Asian culture fan at almost any professional (languages, cuisine, yoga, perform- The apex, the professional level of sports event knows the rules, norms ing arts), opportunities for partici- goods and services, depends on the and traditions of that sport; and patory engagement in cultural pas- underlying foundation of participa- many play the sport as amateurs, or times, and a schedule of profession- tory practice in at least three ways: did so at an earlier age. In addition, al exhibitions and performances. 1. Most professional cultural almost all professional athletes The center is in the midst of acquir- workers begin as amateurs; graduated through the ranks of ing a larger facility, and already has amateurs, and acquired literacy in full financing for the purchase and 2. Participatory practitioners are their sport at an early age. renovation of a nearby building. The the most frequent customers for India Community Center is con- professional goods and services; The pattern in sports is closely repli- cated in the arts. In the case of audi- nected to a culturally literate popu- 3. Innovation in professional goods ences for professional symphonies, lation, but it is noteworthy that the and services often originates in approximately two-thirds of atten- center intends to build upon this the domain of participatory dees can read music and about half foundation within the South Asian practice; new trends in music regard themselves as “critical listen- community while including partici- and fashion are good examples. ers,” two aspects of musical literacy. pants from other cultures. The operation of this structural Moreover, most symphony-goers When all of the tiers within this hierarchy is nicely illustrated by currently play or previously played a structural hierarchy — literacy, par- one of culture’s better-understood musical instrument. Almost without ticipatory practice and professional domains: sports. Literacy in sports exception, professional musicians goods and services — are fully func- is acquired in a variety of formal and once performed as amateurs, and tional and reasonably in balance informal settings, including schools, many continue to do so throughout within a region, it can be said that recreation leagues, private instruc- their careers. the cultural ecology is healthy. tion, television, and families’ back- This pattern had real implications Children are learning about the arts yards. The participatory practice of for Silicon Valley’s most venerable and culture in school, recreation athletics also transpires in a broad cultural institution, the 123-year-old centers and at home. Adults have range of informal and formal set- San Jose Symphony, which declared ample opportunities to take classes, tings, including after-school games bankruptcy in 2002. Over two develop artistic skills, then experi- of pick-up basketball, Little League decades, the Symphony gradually ence the work of advanced profes- Baseball, Pop Warner Football, and declined in its ability to cover sional artists. A vibrant assortment NCAA sports. expenses from ticket revenues, so it At the level of professional athletics, came to rely heavily on donations a range of teams reflects the sports and grants. Over this same period of Significant correlations were found time, music education (literacy) was literacy and amateur practice found between adults employed in creative throughout any given nation or declining in the public schools, and a high rate of immigration was occupations and their participation bringing people from parts of the in the arts.

7 of amateur choral groups, ethnic Austin, Portland and the Bay Area. dance ensembles, karaoke bars, read- Not all of these regions have THE CULTURAL ECOLOGY ing circles and gardening clubs cater attained world-class status as OF SILICON VALLEY to a diverse and growing population. centers of art and culture, but all have achieved exceptional standards At the professional level, repert o ry Cultural Literacy: of community living. and experimental theater comp a n i e s , Children and Youth c o m m e rcial art galleries, jazz fe s t i v a l s Data have limited ability to convey and popular music venues are readily a complete understanding of any accessible, we l l - c a p i tal ized and we l l - region’s cultural ecology. Accepting Children growing up in California attended. Most imp o rta n t l y, this this inherent limitation, the Creative in the 1950s and 1960s were accus- assemblage of activities reflects the Community Index measures a broad tomed to having a piano in every spectrum of the region’s cultural swath of indicators related to cul- homeroom class from kindergarten communities, reinfo rcing their iden- tural literacy, participatory practice through eighth grade. Not every K-8 tities and spotlighting their individ- and professional goods and services, teacher could play the piano, but ual members, while helping to fo s t e r as viewed by consumers (adult resi- many could. Until 1970, all teachers u n d e r s tand ing among disparate cul- dents), producers (artists and arts studying for generalist credentials in tural communities. managers), and regional leaders California were required to take (from business, religion, education, Cultural vigor and balance in the undergraduate or graduate courses labor, government and nonprofit arts is not an academic abstraction. in one or more art disciplines. Arts sectors). While no known methodol- Throughout the world, many education in California’s public ogy can precisely diagnose a region’s regions manifest balanced cultural schools, if not typically outstanding, cultural well-being, the Creative vitality; they are showcases for at least was respectable. Community Index seeks to sharpen strong economies and civil societies. public understanding of the under- In 1970, California adopted the Examples include Stockholm, lying dynamics. Ryan Act, which eliminated the Hong Kong, London, Vancouver, requirement for generalist teachers Wellington, Emilia-Romagna and We want leaders and residents to to have course credits in the arts. Siena. Some of the leading U.S. operate from an informed position The trend in California and nation- examples are Minneapolis-St. Paul, in making Silicon Valley a more lively, satisfying, innovative place in which to live and work.

CULTURAL LITERACY: ARTS EDUCATION IN THE SCHOOLS Do you think that arts classes should be required for schoolchildren, along with English, math, science and other courses?

ETHNICITY INCOME % % Under $50,000- Over Whites Latinos Asians Blacks $100,000 $100,000 $100,000 100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10

0 % 90 8 86 13 89 7 86 14 0 % 90 7 88 11 90 8 YES NO YES NO All ethnic groups agree that the arts All income levels heavily favor requiring should be taught in schools. arts education in schools.

8 wide was to place increasing empha- Council Silicon Valley. In the course Many Silicon Valley adults — sis on subjects that were deemed of developing that plan, a poll of 55% — are amateur artists. important for the ultimate eco- adult residents found that 9 out of nomic success of students, and on 10 supported mandatory teaching subjects that could be evaluated of arts in the public schools. This room. Moreover, the average length through objective tests. In both of poll was conducted again for the of time people say should be devot- these regards, the arts progressively 2002 edition of the Creative ed to the arts in school is three to lost ground to the core subjects of Community Index with the same four hours per week, with as many reading and mathematics. result. In the 2005 poll, the same people suggesting five hours as question was asked: Do you think that The passage of state Proposition 13 those who suggest two hours. Less arts education classes should be required in 1978 compounded the de-empha- than 3% of the respondents said no for schoolchildren, along with English, sis of the arts that was already well time should be devoted to teaching math, science and other courses? And under way in California. Among the the arts in school. the same result ensued. In keeping most immediate budget reduction with results from 1997 and 2002, A separate set of questions was casualties were specialist arts teach- this exceptionally high support for addressed to parents with children ers and programs, and the elemen- arts education is the single most under the age of 18, and to grand- tary schools suffered the most dra- decisive finding in the survey of parents whose grandchildren reside matic cuts. adult residents, and this support in the region. About 17% of the The condition of arts education was consistently high for all ethnici- respondents said they have children in California has been generally ties, genders, educational levels and living at home who are too young mirrored in Silicon Valley, except income groups. to attend kindergarten. More than for a few affluent districts. 7 in 10 parents said their prekinder- According to the Survey and Policy garten children receive instruction In 1997, Silicon Valley formulated Research Institute at San José State in crafts, music, movement, draw- a regional cultural plan under the University, these lopsided results are ing, or other artistic or creative leadership of the San José Office extraordinary on a question of social activities. Interestingly, residents of Cultural Affairs, Community and educational policy. They sug- of San José (76%) were more likely Foundation Silicon Valley and Arts gest an exceptional level of support for not just teaching the arts but for requiring arts education in the class-

CULTURAL LITERACY: ARTS EDUCATION IN THE SCHOOLS Do you think that arts classes should be required for schoolchildren, along with English, math, science and other courses?

GENDER PARENTS AND NONPARENTS % % Men Women Parents Nonparents 100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 0 0 % 84 13 94 4 % 94 6 86 11 YES NO YES NO These results show great agreement, and the discrepancy Another indication that pretty much all adults believe between men and women is not unexpected. arts in the classroom is essential.

9 Arts and culture are • Asians, college graduates and matively, whereas a much higher correlated to enhanced those not employed in high-tech proportion, 65%, indicated that they were among those with the high- offered programs in cooperation civic engagement. est incidence of K-12 children with K-12 schools. In addition, near- engaged in the arts. ly half said they offered after-school arts training for children or youth. to report that their young children • Instruction in playing a musical are receiving early arts training than instrument (38%) is by far the Based on the high support for in- non-San José residents (65%). The most common form of arts school arts education found at the s u b s tantial majority of respondents participation for these children, time of the 1997 regional cultural with young children (68%) said they followed by painting (22%) and plan, Cultural Initiatives Silicon h ave visited with their children at drawing (20%). Valley in 1999 launched a major program backed by the Packard least one of the region’s cultural insti- • Of the 297 parents of school-age Foundation to upgrade standards- tutions offering children’s programs. children, 52% said they have based arts education in K-5 school Those least likely to have ta ken their visited a museum or attended a districts throughout Santa Clara young children to a cultural institu- cultural performance with their County. This program, which tion were Latinos and Asians, noncol- child or children in the past three involves grants to school districts, lege graduates, those earning less months. Income is highly signifi- on-site technical consultation and than $50,000 per ye a r, and those cant as a factor, with 72% of those off-site teacher training, has been e mp l oyed in the high-tech fi e l d . in the highest income bracket adopted by three-fourths of the taking their children to cultural Another 26% of the respondents county’s 27 school districts, and performances or museums, com- said they have children living at most of the remaining districts say pared with 40% of those in the home who are enrolled in school, they want to participate in the lowest income bracket. kindergarten through the 12th future. A total of 66,000 students in grade. Three in four of these parents About 14% of respondents said they 171 schools have benefited from said their children receive instruc- have a grandchild under the age of this program. In early 2005, San José tion in the creative arts, at school or 18 living in the area, but only about Unified, one of the county’s largest privately. On this question, non-San a third of them visited a museum districts, received a major multiyear José residents (82%) were more likely or attended a cultural performance grant from the Ford Foundation to to report that their children are with their grandchild(ren) in the upgrade its arts curriculum. receiving arts education than San past three months. However, 65% Significant gains in cultural José residents (69%). of the wealthiest grandparents took education have been made by local their grandchild(ren) to a museum elementary schools in recent years. or cultural performance. Most districts have adopted stan- EDUCATIONAL When asked the question, How do dards the state of California prom- PROGRAMMING you rate the community where you live ulgated in 2000, and have formulat- Does your organization conduct a as a place for children to pursue cultural ed plans for improving the curricu- regular program of arts education in activities and receive arts education?, lum. This positive trend was rein- cooperation with K-12 schools? 20% of parents rated it excellent, forced in 2001 by a state law rein- 47% good, 17% fair, 11% poor and stating the requirement for new 3% very poor. Grandparents’ generalist teachers to take courses responses to this question were in the arts; however, it will take virtually the same. many years to make up for the pre- vious 31 years when teachers were No Many of the 111 nonprofit cultural exempt from this requirement. By 35% organizations surveyed for the far the most worrisome issue for Index offer regular educational Yes cultural literacy in Silicon Valley is programs for children and youth. 65% the state budget cuts, which could In response to the question, Does roll back the hard-won gains. your organization conduct a regular program of arts education in cooperation with preschools?, 13% responded affir- This 2:1 ratio is based on surveys from 111 arts organizations.

10 ROLE OF ARTS IN ADULTS’ LIVES Would you say that arts activities play a major role, minor role or no role at all in your life?

GENDER INCOME AGE

No role No role <$50K No role 18-34 at all at all 40% at all 39% 11% 11% 11% Women $50-100K 35-54 41% 34% 42% Minor role Minor role Minor role 51% Major role 51% Major role >$100K 51% Major role 55+ 37% Men 37% 51% 37% 30% 34% Did not Did not give age give income 5% 3% Women are more likely than men to Art appears more significant in the lives Arts are most important to people place high value on arts. Among the 1,010 of higher income-earners. Among the 1,010 in midlife. Significantly, of the 1,010 respondents, 41% of the women and 34% respondents, 51% of those making more respondents, only 30% of those over of the men said arts play a major role than $100,000 annually said arts play a 55 said arts played a major role. in their life. major role in their life; those making under $100,000 were less likely to consider it a major factor.

extremely interested. Only 18% as were Latinos (41%) and whites THE CULTURAL ECOLOGY express little or no interest. Women (40%) compared with Asians (30%). OF SILICON VALLEY are significantly more interested in Blacks, at 48%, comprised a ve ry the arts than men (46% compared small sample. Education appears Cultural Literacy: with 34%, very to extremely interest- to play only a small role in this ed), and whites, at 47%, are more response but income is signifi c a n t , Adults interested than Latinos and Asians with those earning $100,000 or more (35% each). Silicon Valley’s African per year considerably more like l y American population is small, so (51%) to say arts play a major role in The reasons for broad and deep our survey sample was tiny. Even so, their lives compared to others. Age is support for arts education in Silicon 43% of blacks said they were inter- a mixed picture: Those 55 and older Valley are complex. Many adults ested in arts education.1 were the least likely to say arts play a consider the arts important to a major role in their lives (30%), com- Interest in the arts is especially balanced education; others are pared with18- to 34-ye a r-olds (39%) correlated with income: 51% of themselves passionate about the and those aged 35-54 (42%). arts, or believe the arts will help those with an annual income above their children get admitted to $100,000 expressed strong interest, The 52% of residents who partici- prestigious colleges. The 2005 compared to 34% of those who pate in some form of civic activity survey data make it abundantly make $50,000 to $100,000, and and the 39% of those who volunteer clear that a substantial majority of 40% of those earning less than on a regular basis were significantly adults is interested in the arts and $50,000. College graduates, people more likely to say arts play a major culture and wants to learn more. aged 35-54, and nontech industry role in their lives than those who do So it’s no surprise that they view workers are all more likely to be the arts as an important component interested in the arts than others. of the school curriculum. O verall, 37% of adults said arts Overall, 81% of adults are interested activities play a major role in their 1 According to 2000 U.S. Census l i ves; 51% said arts play a minor role. Bureau data, approximately 54% of in the arts, 40% of them very to Silicon Valley’s population is white, Women (41%) were considerably 26% Asian, 24% Hispanic, 3% black, more likely than men (34%) to say 0.3% Native Hawaiian or Pacific a rts play a major role in their lives, Islander, and 17% of some other race or mixed races.

11 neither (43% of civic participants tant to the success of their business, and 43% of volunteers compared to compared with 77% of nontech THE CULTURAL ECOLOGY 31% of nonparticipants, and 33% of employees. OF SILICON VALLEY nonvolunteers). Likewise, 61% of The 406 respondents employed in those who said arts play a major role tech and nontech jobs requiring Participatory in their lives participate in some creative skills showed a pronounced form of civic activity compared to Cultural Practice affinity for the arts. A significantly 52% of those who said the arts play higher proportion of people in cre- a minor role in their lives. These ative occupations, 41%, indicated This tier of the cultural ecology has findings are some of the strongest that the arts played a major role not been well-researched or appreci- evidence found in the 2005 data to in their lives, compared with 34% ated. Government and philanthropy support the assertion that the arts for people in noncreative jobs. have largely focused on improving and culture are correlated to Moreover, people in creative jobs the production of professional enhanced participation in civic favored mandatory arts education at goods and services. affairs. And while parents (40%) an exceptionally high rate, 92%, and were somewhat more likely than For four decades, beginning in the four or more hours per week of arts non-parents (35%) to say arts play a mid-1950s, the emphasis was on education was favored by 43% of cre- major role in their lives, this was not improving the quality of American ative workers, compared with 32% true for grandparents, only 28% of “high culture,” in part to make up for workers in noncreative jobs. whom said arts were a major factor for a perceived inferiority to in their lives. Three-fourths (76%) of all respon- European and Soviet cultural goods dents said Silicon Valley is a desir- and services. The focus was on Among the 623 respondents who able place for creative people to live improving major cultural institu- are employed, 38% work in high- and work. And 83% of respondents tions: museums, performing arts tech and 7 in 10 of the high-tech with nontech jobs agreed with that organizations, and conservatories workers were men. Because men’s assessment. and universities that trained profes- rate of participation in the arts is sional artists. Gradually, some atten- lower than women’s, it would not be The data indicate that a large major- tion was shifted to the matter of surprising if high-tech workers were ity of respondents would like to be cultural literacy, notably by the less involved in the arts than non- more culturally literate. When asked Rockefeller and Getty foundations, tech employees. The survey found, if they had the opportunity to learn the National Endowment for the however, that the arts play a major a new artistic or creative activity, Arts, and the U.S. Office of role in the lives of high-tech employ- what would that be, nearly 80% of Education, but little attention was ees at about the same rate as non- the respondents specified one or given to participatory cultural prac- high-tech employees, and both are more. This high response rate to an tice. Indeed, in many quarters of about as likely to say they actively open-ended question, not a multi- American culture, the term “ama- participate in some form of artistic ple-choice question, is quite unusual teur” has become a pejorative. expression such as acting, dance, for random phone surveys, and indi- painting, playing an instrument, cates a deep vein of public interest The recent surveys conducted for woodworking, quilting or writing. in learning more about the arts. The the 2005 Creative Community Index Nearly two-thirds (65%) of employed most popular answers were: paint- reveal a rich and complex universe respondents said a fair amount to a ing and drawing (26%), learning to of participatory practice in Silicon lot of creativity is required to do play a musical instrument (20%), Valley. The survey of 1,010 adult their work well, with high-tech dance (9%), photography/film/video residents found that 55% participate workers saying their jobs require (9%), and singing (6%). The response in some form of cultural expression, even more creativity than nonhigh- to this question highlighted signifi- 30% play a musical instrument, tech employees (69% compared to cant variations related to ethnicity 22% engage in creative writing, 62%). Moreover, 84% of high-tech and gender. For example, women 19% dance, 18% paint and 13% employees say creativity is impor- were twice as interested in learning draw. Men were significantly more to dance as men, and blacks likely to play music than women expressed the most interest in learn- (36%/25%), and, among Asians, dance was nearly as popular a choice Most Silicon Valley cultural ing to play a musical instrument (37%), followed by Asians (25%), as music. For those with the highest organizations make do with Latinos (21%) and whites (17%). slim resources.

12 ARTS ACTIVITIES OF ADULTS In which forms of artistic expresssion do you actively participate?

% Play a musical instrument 30 Creative writing/poetry 22 Dance 19 Painting 18 Drawing 13 Singing 12 Photography/film/video 11 Cooking/baking 9 Acting/theater 8 Gardening/landscaping 7 Graphics/Web design 5 Sewing/quilting/needlepoint 5 Carpentry/woodworking 4 Knitting/weaving 4 Interior design/decorating 2 Sculpture 2 Ceramics/pottery 1 0% 5% 10% 15% 20% 25% 30% 35% The percentages do not total 100% because some respondents engage in more than one art activity. incomes, creative writing and danc- cultural interests. However, there asked about adults, 70% responded ing were more popular choices than were stark differences among resi- “yes.” While it was known that many playing a musical instrument. dents of various communities. All local cultural organizations were respondents from Saratoga, for emphasizing education programs The average time spent on arts and example, gave high marks to their for youth and adults, the results on cultural activities was four to five community, as did residents of amateur involvement indicated that hours per week, but among Latinos Campbell, Palo Alto, Los Altos and even more organizations offer who participate in the arts, 42% Los Gatos. But people from Gilroy, opportunities for participatory spend eight hours or more per week the unincorporated area, Santa involvement by youth and adults. — the most of any demographic Clara and San José were consider- group. In addition to artistic activi- The vast majority of respondents to ably less satisfied with their com- ties, more than two-thirds of all the organizational survey (89%) said munities as places to engage in the adults said they have a cultural that volunteer labor is significant to arts. This finding is likely a reflec- hobby or work activity that allows their organization. The implication tion of the relative wealth of the them to be creative. Gardening is that many local cultural organiza- communities. (27%), cooking (23%) and photogra- tions greatly depend on nonprofes- phy (16%) were the most frequently The survey of local cultural organi- sionals to help produce their exhibi- cited examples. zations also probed the amateur tions and performances, as well as realm with surprising results. When for technical and administrative Countywide, 59% of adults gave asked, Does your organization offer functions. their home city good to excellent amateur artistic participation opportun - marks as places to practice their ities for children/youth?, 73% answered “yes.” When the same question was

13 PLACES TO PURSUE ARTS INTERESTS Do you rate the community where you live as a good/excellent place to pursue arts interests?

% 100 90 80 70 60 50 40 30 20 10 0 % 50 52 60 63 64 67 67 67 67 73 73 75 86 100 The range of ratings is significant, and reflects wealth, cultural literacy and identity of the communities rated.

times larger than the $107,300,317 Of the 111 organizations surve ye d , THE CULTURAL ECOLOGY total for the 111 groups that 6% reported sharply increased audi- OF SILICON VALLEY responded to the 2005 organiza- ences, 45% a moderate growth, 36% tional survey. In fact, the combined s tayed about the same, 10% a moder- Professional Cultural operating budgets of the San ate decline, and 3% a sharp decline. Francisco Symphony and the Opera O verall, 41% increased their output Goods and Services: exceed the total expenditures of all of artistic goods and services, which Nonprofit Cultural 111 surveyed Silicon Valley cultural included performances, exhibitions Organizations organizations. and publications, 47% had level out- put, and 12% decreased output. Two - Of course, the opposite is true of the t h i rds also reported that they deve l- corporate epicenter of the Bay Area. Historically, the South Bay region, oped or premiered new wo rks during San Francisco has substantially along with the rest of the suburban the past year — a good indication of waned as a corporate headquarters Bay Area, depended heavily on San the continued creative vitality of city; the San Francisco Chronicle Francisco for professional cultural these org a n i z a t i o n s . goods and services: museums, com- recently reported that Silicon Valley mercial art galleries, jazz clubs, now claims nearly two-thirds of the Joint Venture’s 2005 Index of Silicon opera, ballet, modern dance, cham- Bay Area’s 200 largest corporations. Valley contains an informative indi- cator on the financial health of the ber music, fine art movie houses Silicon Valley has a set of relatively region’s 15 largest nonprofit cultur- and other high-end culture. new cultural institutions, both non- al organizations. This indicator Although the assemblage of non- profit and commercial, that have tracked the number of organiza- profit arts organizations has grown contributed importantly to the cul- tions reporting net surpluses of substantially in Silicon Valley over tural ecology of the South Bay, current assets from 1998 to 2004, a the past quarter-century, they have though they have not supplanted measure of the liquidity and overall also proliferated in San Francisco. the older, larger, and often better- health of these organizations. As of capitalized cultural organizations in Even though the South Bay popula- 2004, 71% of these organizations San Francisco. The median organi- tion triples San Francisco’s, and San reported overall surpluses of current zation in the 2005 survey was José long ago surpassed San assets, down from 85% in the peak founded in 1982 and has an annual Francisco in population, the non- years of 2000 and 2002. However, budget of $130,000. Slightly more profit arts economy of San Joint Venture notes: “… arts and than one-third of all nonprofit cul- Francisco is approximately three cultural organizations with enough tural organizations in the survey current assets to meet their needs were founded since 1990. do so by a great margin.”

14 Not surprisingly, given that most blow that falls hardest on the state’s Exceptional regional economies are relatively small, Silicon Valley small budget organizations. But 31% are the result of high concentrations cultural organizations make do with of recent survey respondents said slim resources. Slightly less than the fundraising climate was more or of creative workers. two-thirds own or rent a year-round much more positive; 41% indicated facility used for their performances, no change; and 28% considered it creative jobs. (The survey defined exhibitions or other programs, and difficult. Even so, only 20 organiza- creativity as “the capacity to gener- they rate 75% of these facilities as tions reported that their operating ate original ideas.”) For example, good or excellent public venues. Just deficits had grown. 63% of creative-job people attended under two-thirds pay a senior man- Residents of Santa Clara County movies, compared with 54% of those ager, and two-thirds of those posi- were asked about cultural activities not engaged in creative work. For tions are full-time. With 89% report- they attended as social outings with attending musical concerts, the ing that volunteer labor was signifi- friends or family. The most popular ratio was 33%/27%; for theater, cant to their operations, the trend choice by far was “going to the 26%/21%; museums, 21%/15%; was positive: 34% reported an movies” (58%), followed by attend- and dancing, 23%/18%. increase in volunteers, 56% no ing musical concerts (29%), theater change and 10% a decline. Though college graduates tended performances (23%), museums to attend cultural outings more The big news in the 2002 Creative (20%), and all forms of dancing than nongraduates, the differences Community Index was that con- (19%). Movie attendance was partic- were less significant. Consistently, tributed income for Silicon Valley ularly high among Asians (64%), and however, people who made more arts organizations, especially funds most forms of cultural outings were than $100,000 attended more fre- from governmental and foundation more frequently attended by college quently than those with incomes sources, had plummeted. In one graduates and persons with annual less than $50,000. respect, the situation today has incomes more than $100,000. become even bleaker with the recent Asked to rate their community as A significant finding from this ques- near-demise of the California Arts a place for cultural outings, 21% tion is that respondents who Council. The Council’s grants budg- responded “excellent,” 43% “good,” worked in jobs requiring creative et has been all but eliminated, a skills consistently attended more cultural outings than those in less

ARTS ORG A N I Z AT I O N S’ AU D I E N C E SU P P O RT OUTPUT OF ARTISTIC GOODS & SERVICES During the past year, has your audience support Last year, did the amount of your artistic programming increased, stayed the same or declined? (performances, exhibitions, publications, etc.) increase, level out or decrease? Declined Increased sharply Declined sharply 3% moderately 6% 10% Decreased 12%

Increased 41% Grew Stayed moderately Level the same 45% 47% 36%

The 12% decrease in artistic output correlates Arts groups can take heart from this positive response: with the 13% of arts organizations whose audience 87% said support was as good or better than the previous year. support declined.

15 CULTURAL ACTIVITIES AS SOCIAL OUTINGS Which activities do you enjoy attending or participating in with friends or family?

% Movies 58 Musical concerts 29 Theater performances 23 Museums 20 All forms of dancing 19 0% 10% 20% 30% 40% 50% 60% 70%

The favorite cultural activity to enjoy with others — movies — is more than twice as popular as the runnerup, musical concerts.

22% “fair,” 6% “poor,” and 3% “very residents ranked their city as a rela- Repertory Theatre and Opera poor.” San José residents gave slight- tively weak place for participatory San José. ly higher ratings to their community activities, but much better as a place Silicon Valley also has four of the than residents of other parts of for cultural attendance. Bay Area’s largest nonprofit per- Santa Clara County. These respons- Given the concentration of cultural forming arts-presenting organiza- es contrast with answers to the ques- assets in San Francisco, Silicon tions: Stanford Lively Arts, tion that asked residents to rank Valley residents continue to Montalvo Arts Center (venues in their communities as places to pur- commute north for many high-end Saratoga and Redwood City), De sue their own forms of artistic and cultural activities, though San Anza College (Flint Center), and cultural expression. Overall, people Francisco is not a theater-rich city, Foothill College. These programs outside San José rated their commu- so it is no accident that Silicon present touring productions, mostly nities as better places to engage in Valley has four of the Bay Area’s music, dance and lectures from their own pursuits than as places for largest theatrical institutions: local, national and international attending cultural events. San José TheatreWorks, American Musical sources, and have the flexibility to Theatre of San Jose, San Jose book programs in response to changing local tastes. One twist in the Bay Area’s cultural CULTURAL ACTIVITIES AS SOCIAL OUTINGS ecology is that San Francisco has no large-scale performing arts presenter Which activities do you enjoy attending or participating in with friends or fa m i l y ? (comparable to Lincoln Center in New York or the Kennedy Center CREATIVE AND NONCREATIVE WORKERS in Washington), whereas the East Bay and Silicon Valley are relatively % CREATIVE NONCREATIVE well-stocked with presenters that 70 often attract audiences from San 60 Francisco. The South Bay also 50 contains two major commercial 40 presenting operations specializing 30 in popular music: Shoreline 20 Amphitheatre and The Mountain 10 0 Winery. A controversial plan for a % 63 54 33 27 26 21 21 15 23 18 third major facility at the county Movies Musical Theater Museums All forms fairgrounds has been in the works concerts performances of dancing for several years. The 15% to 25% disparity between creative and noncreative workers' preferences for social outings is a significant statement about the impact of creativity in our work lives.

16 surprising to find a major popula- THE CULTURAL ECOLOGY tion of artists. Indeed, according to ARTISTS IN THE REGIONAL OF SILICON VALLEY the 2000 U.S. Census, only 4,180 LABOR FORCE artists of all genres resided in Silicon Valley, a mere 0.5% of the Professional Cultural % regional labor force.2 Of these, 42% Goods and Services: worked in the visual arts, 36% in the 2.00 Artists performing arts, and 22% were writ- 1.80 1.60 ers. In comparison, the 8,640 artists 1.40 in San Francisco comprise 1.9% of 1.20 “Artist” is a notoriously difficult the city’s labor force, and Los 1.00 occupational category to study. One Angeles’ 69,340 artists make up 1.6% 0.80 of the principal issues is, “Who is an of that county’s labor force. 0.60 artist?” Many individuals regard 0.40 themselves as professional artists Zenk’s research focuses on the 0.20 though only a small proportion of career issues facing Silicon Va l l e y 0.00 a rtists, suggests ways that art i s t s % 0.50 1.60 1.90 their income is from the sale of Silicon Valley Los Angeles San Francisco artistic goods and services. The typi- can secure a stronger base within Working artists in Silicon Valley cal pattern of economics for artists the regional economy, and recom- mends policies that would assist are a relatively small proportion is that they: of the labor force. a rtists and, through them, enhance • Hold multiple jobs; some are arts- the urban vitality of the City of related, others are not. San José. artists generally liked living in • Are highly educated, and often Her research confirms the typical Silicon Valley, with 83% of respon- continue to study their art formal- pattern for professional artists dents calling it a good place to live. Asked whether it is a good place to ly well into their careers. throughout the United States. live as artists, they were somewhat Silicon Valley artists derive their • Are paid poorly compared with less enthusiastic, yet more than half income from a variety of sources: other categories of professionals, (56%) responded affirmatively. but as a class are not low-income. 11% cite the arts as a primary source of income, 20% cite arts-related The major problems Zenk’s research In her recent master’s report for work, 34% cite nonarts-related work, reveals are the same as those of U.C. Berkeley’s Department of City 5% cite other personal income, 20% artists who live in other high cost- and Regional Planning, graduate cite spouse/family, and 7% cite past of-living regions: low wages for artis- student Jessica Zenk notes: investments or work. Also true to tic work, few work opportunities, “Professional artists are by and large form, 56% reported having two or high costs for studio and living an urban phenomenon.” Given that more employers in the past year. space, and not enough space for Silicon Valley is, by and large, a sub- While this pattern of diverse multi- producing and showing art. urban environment, with a small ple-income sources and employers urban core in San José, it would be prevails in Silicon Valley, 76% said they would prefer to make their liv- ing entirely from their arts. The

The survey of artists asked about Factors cited Ranking of as very Silicon Valley 2 Silicon Valley is defined as the San Jose factors important to them and how P r i m a r y Met r o p o l i tan Statistical Area important as a very good (PMSA), an area equivalent to Santa Silicon Valley ranks as a place for to artists’ place for this Clara County. Artists include the fo l- each factor. work factor l owing U.S. Census occupation cate- Public interest in the arts 69% 3% gories: Artists and Related Wo rke r s Local art consumers 68% 7% (260) SOC 27-1010; Actors (270) SOC Art community 54% 17% 27-2011; Dancers and Choreographers Small-scale art organizations/institutions 45% 15% (274) SOC 27-2030; Musicians, Singers, and Related Wo rkers, All Major art organizations/institutions 32% 10% Other (276) SOC 27-2099; Writers and Inspiring natural environment 31% 27% Authors (285) SOC 27-3043; and Inspiring built environment 16% 4% P h otographers (291) SOC 27-4021.

17 SOURCES OF INCOME REPORTED BY SILICON VALLEY ARTISTS

% Nonarts-related work 34 Spouse/family 20 Arts-related work 20 Arts 11 Past investments/work 7 Personal income 5 % 0 5 10 15 20 25 30 35

Only 31% of Silicon Valley artists report that arts or arts-related work are significant sources of income.

Of those for whom Silicon Valley is the conventional wisdom is false: not a good place to live, half said the the Silicon Valley is not devoid of CULTURAL VIEWS main reason was that the area is too the arts or artists; it actually pos- expensive. Others cited lack of work sesses a vibrant group of art i s t s , A N D AS P I R AT I O N S and, therefore, income as the No. 1 o rganizations, and art afi c i o n a d o s problem. “Not enough career oppor- wo rking diligently on their ow n OF REGIONAL tunities” also was cited by 50% of projects and, in doing so, grow i n g artists. the art scene in the region. It is LEADERS entirely true that the scene centered Local artists generally regard Silicon Eighty-four Silicon Valley leaders in San José is not as we l l - e s t a b- Valley as a satisfactory place to live were separately surveyed to examine lished as those that exist in cities and create, but certainly not one of their cultural attitudes, aspirations most frequently identified with the the world’s leading centers of artis- and habits, and to ascertain how a rts; it thus does not function as tic production. This, however, does their views compare to the general well or comp l etely for artists wo rk- not prevent Silicon Valley artists adult population. These leaders were ing within it.” from selling, performing, exhibiting engaged in the following sectors: or publishing their work in other Zenk recommends several approach- nonprofit (36%), business/corporate parts of the globe, and some artists es for developing San José’s down- (26%), government/politics (14%), surveyed were pursuing outside town arts scene: education (10%), religion (4%), labor opportunities. (2%), arts (2%) and other sectors • Utilize artist cooperatives and (6%). Zenk concludes: land use/zoning restrictions to preserve existing artist work and As might be expected, these leaders “San José and the surrounding live spaces and create new ones. tended to be high-income (the medi- Silicon Valley can rightfully claim a an exceeded $150,000) and highly genuine art scene. Significantly … • Create multifaceted art centers educated (the median respondent that promote public interaction had a graduate degree); 95% had with art and artists. resided in Silicon Valley for eight or • Inform the public about the more years. Racially, 82% were white, work of artists and arts organ- 8% Asian, 7% black and 2% Latino. izations. “Leadership” is subjective, and there is no basis for determining whether The arts and culture make a this sample represents leaders in Silicon Valley, though it clearly difference in a regional economy overemphasizes the nonprofit sector by helping to attract creative and probably underemphasizes workers and supporting an business/corporate. environment for innovation.

18 This group’s data suggest they are The arts and other forms of culture, such as cuisine and fashion, even more culturally literate and help shape the identity and social cohesion of a region. active than the Valley’s general population, not surprising given their high educational attainment and incomes. Three in 4 said that numbers were frequent visitors to pany or organization require cre- they were extremely or very interest- local cultural institutions such as ative skills. All respondents agreed ed in arts activities, compared with libraries, Children’s Discovery that “Silicon Valley’s leadership in 4 in 10 for the general adult popula- Museum and Happy Hollow Park. technology is highly dependent on tion; and 58% said the arts play a Parents of school-age children the creative talents of its workforce.” major role in their lives, compared reported similarly high numbers Nevertheless, they were ambivalent with 37% in the general adult popu- in both categories. about the availability of new job candidates with the requisite cre- lation. Nearly two-thirds take part Overall, two-thirds of the full sam- ative skills. Only 32% of leaders in some form of active cultural ple of leaders in this survey rated indicated that qualified creative expression such as painting, singing, their communities as above average, candidates were always or usually dancing, and many spend three to though not outstanding places for available, while 53% indicated four hours weekly on these activi- children to pursue cultural activities sometimes, and 15%, infrequently ties. Of these amateur artists, 79% and receive arts education. said their community is a good or never. Silicon Valley leaders are highly to excellent place to pursue their Perhaps as a consequence of their active in the region’s civic life. All interests, compared with 59% for high cultural literacy and creative survey respondents, with one excep- the general population. work activities, leaders are nearly tion, reported that they participate unanimous about the importance Of the 84 surveyed leaders, 15% in educational, cultural, political, of arts education. In response to were parents of preschoolers, 31% religious, civic or social organiza- the question, Do you think that arts had children in K-12 grades, and tions, or activities. All but three said education classes should be required for 11% were grandparents. For the pre- they regularly serve as volunteers. school parents, 12 of 13 reported schoolchildren, along with English, math, that their children were receiving The leaders surveyed exercise science and other courses? 83 out of 84 instruction in crafts, music, move- substantial creativity on the job: respondents (99%) said “yes”; 89% ment, drawing or other artistic or 92% said they often or continuously of the general adult population creative activities, and the same high are a source of creativity at work. answered “yes.” The median Moreover, 71% said that half or response of leaders as to whether more of the positions in their com- schools should devote three to four hours per week to the arts was the same as in the general adult survey. Leaders also cited the primary INTEREST IN THE ARTS sources of their own creative skills: 67% said family, community or What is your level of interest in the arts? other informal sources; 46% said for- mal education at the K-12 level; and % LEADERS ADULT POPULATION 46% said formal higher education. 80 Leaders were asked to rate various 70 elements of the cultural ecology of 60 Silicon Valley, along with the natu- 50 ral environment and affordable 40 housing. Further, they were asked 30 whether all these elements were 20 significant in recruiting creative- 10 skilled workers. 0 % 76 40 58 37 Extremely or very interested Plays major role in lives

Although adults in general have a significant personal stake in the arts, regional leaders feel the connection even more so.

19 RECRUITING FACTORS FOR CREATIVE JOB CANDIDATES

% SIGNIFICANT TO CREATIVE JOB CANDIDATES STRENGTH OF SILICON VALLEY 100 90 80 70 60 50 40 30 20 10 0 % 94 1 82 65 71 85 68 95 56 9 54 38 35 12 27 42 Affordable Leisure Quality of Diversity of Vibrancy Availability of Quality of Opportunities housing opportunities the natural nationalities of urban art exhibitions, architecture to attend and environment and lifestyles neighborhoods performances, (built participate festivals, etc. environment) in sports Recruitment of creative talent in Silicon Valley can be enhanced by improvement in the arts, leisure and urban neighborhoods.

The most lopsided findings from three factors are significant in The relevance of the findings on this series of questions are that recruiting job candidates for creative leisure opportunities, vibrant urban Silicon Valley leaders regard the positions. This is in keeping with neighborhoods and the arts was region as especially strong for its Silicon Valley leaders who have been amplified by another question in natural environment and diverse vocal in advocating for increasing the leaders survey: “Compared to other population, and especially weak in the supply of affordable housing, global centers of technology, is Silicon affordable housing — and that all maintaining flows of highly skilled Valley’s ability to attract and retain immigrant workers, and advancing creative talent increasing, decreasing or environmental quality. staying about the same?” Only 7% of the surveyed leaders said the Valley The less predictable finding is that is gaining capacity to attract creative 82% to 51% of these Silicon Valley ABILITY TO ATTRACT AND talent, 58% said it is decreasing, and leaders regard three cultural factors RETAIN CREATIVE TALENT 35% said it is about the same. — leisure opportunities, vibrant Compared to other global centers of urban neighborhoods, and the arts technology, is Silicon Valley’s ability to — as significant for recruiting cre- attract and retain talent increasing, ative workers, but when asked to decreasing or staying the same? rank each of these three cultural ele- ments as “strong,” ratings ranged Increasing 7% from 9% to 65%. This implies that improvements in these elements might enhance Silicon Valley’s capacity to recruit and retain cre- Silicon Valley leaders Staying about ative workers. Parenthetically, the are highly active in the the same leaders gave generally good ratings 35% region’s civic life. All, with Decreasing to the region’s sports opportunities, one exception, said they 58% but only 27% regarded sports as sig- nificant for recruitment. The quality participate in educational, of architecture was rated as quite cultural, political, religious, weak, but, like sports, that was not civic or social organizations, The majority of surveyed leaders believe seen as essential to recruiting. or activities. All but three that Silicon Valley’s ability to recruit creative talent is declining. said they regularly serve as volunteers.

20 ECOMMENDATIONS While the evidence does R not suggest that Silicon Valley has lost its position as a Creativity is an elusive commodi- • Silicon Valley is entering the final ty, and, since World War II, Silicon year of its second 10-year cultural center of creativity, the Valley has cultivated more than its plan, the 20/21 Regional Cultural warning data should not share. During this era, creativity, in Plan, with questions about be ignored. the form of technological and busi- whether there is merit in formu- ness innovation, has propelled four lating another new regional strate- major booms: defense electronics, gy. Fortunately, there are at least integrated circuits, computers and eight highly competent, culturally Valley’s pre-eminence in tech- the Internet. Simultaneously, cre- astute and influential leadership nology, and is a recommended ativity has been applied in the social institutions with the capacity to initiative of the 1997 20/21 and environmental sectors to answer this question: San José Regional Cultural Plan. ZeroOne address regional problems related to Arts Commission, Arts Council has the potential of establishing education, housing, toxic waste and Silicon Valley, the Packard and a global cultural identity for livable cities. Hewlett Foundations, American Silicon Valley and thereby Leadership Forum, First ACT, deserves broad support. In the cultural domain, creativity is Community Foundation Silicon evident in novel patterns of infor- • Given adults’ strong interest in Valley and Joint Venture Silicon mal work and leisure, development learning about the arts, arts Valley. Individually and together, of a new generation of professional should be viewed as a lifelong these organizations should con- arts institutions and facilities, a learning process that begins in sider whether a new plan is war- thriving participatory cultural sec- preschool and continues through ranted. tor, two major 10-year cultural adulthood. Silicon Valley’s cultur- plans, and the rise of energetic • Though cultural literacy rates al and educational institutions — immigrant cultural institutions. high among leaders and residents including libraries, recreation cen- This creativity has implications not who are active amateurs and avail ters, community colleges, universi- only for Silicon Valley, but for the themselves of professional goods ties, museums and nonprofit per- world. In particular, local companies and services, Silicon Valley lacks a forming arts organizations — such as eBay, Hewlett-Packard, unique cultural identity. New could be better mobilized to Google, Apple, Adobe and York has Broadway; Las Vegas has advance lifelong arts literacy. In Electronic Arts are influencing eco- the Strip; San Francisco has some cases, these instructional nomic, social and cultural trends North Beach and the Haight- programs could operate largely globally. Ashbury; Los Angeles has on earned revenues, as do several Hollywood; and Edinburgh, local summer arts camps for While the evidence in the Creative Venice and Cannes have major youth and adults. Community Index does not suggest arts festivals. Given the exception- that Silicon Valley has lost its posi- • A substantial majority of the al weather of the Valley and its tion as a center of creativity, the residents and leaders surveyed informal lifestyle, festivals are an warning data should not be ignored. participate in some form of cul- especially promising avenue for The Valley will continue to rate high tural practice, yet communities generating a cultural reputation if it sustains two flows: importing could do more to support and in the Bay Area, and nationally as creative talent from around the extract social value from this tier well as internationally. Some fine globe, and cultivating creativity of the cultural ecology. In 2004, examples already exist, including within the residential population. Cultural Initiatives released Dr. Cinequest and the San Jose Jazz Both flows strongly affect the vitali- Pia Moriarty’s Immigrant Festival. A new global festival, ty of culture here and can be Participatory Arts: An Insight into entitled ZeroOne, is being organ- strengthened through the following Community-building in Silicon Valley, ized for August 2006 in San José. initiatives in the cultural domain: a major report on participatory Focusing on the intersection of art and technology, this festival would be unique to North America. It builds on Silicon

21 New emphasis should be placed on creating and supporting spaces for artists to work, and to exhibit and sell their products.

performing arts groups organized situation, but there may be new global convergence of art, design in immigrant communities, which revenue prospects considering this and cultural content with engi- serve as strong vehicles for main- Index’s finding of strong public neering, science and technology taining native-country culture interest in educational program- prove central to Silicon Valley’s while developing links to the ming and participatory opportu- competitive edge, or will it remain Valley’s broader cultural land- nities. Irrespective of any immedi- the province of only a select num- scape. This year, a second report, ate revenue gains, it is in the best ber of companies operating here? There’s Nothing Informal About It: interests of professional cultural This question deserves serious Participatory Arts Within the Cultural organizations to cultivate cultural regional exploration and public- Ecology of Silicon Valley by Dr. literacy and participation as a private conversation. Maribel Alvarez, will examine the means of building long-term alternative commercial, nonprofit demand for their goods and and informal structures that par- services. SOURCES ticipatory arts groups use to con- • Professional artists face the same duct their activities. Preliminary realities of high living costs as OF DATA AND evidence suggests that greater many other middle-income work- benefit can be gained by connect- ers in Silicon Valley. The biggest METHODOLOGY ing participatory arts groups to challenge is to preserve housing broader audiences, for example and studio space for artists in the through festivals, by promoting Original data for the Index was midst of a largely suburban high- their availability through the gathered from four surveys con- cost housing market. The greatest media, and by providing access to ducted in early 2005: opportunities for artists’ facilities space for rehearsal, workshop and probably lie in Silicon Valley’s 1) Random telephone survey of educational activities. biggest city, San José. Here and in 1,010 adult residents of Santa • Silicon Valley should do more to other communities, new emphasis Clara County advance its own professional resi- should be placed on creating and The Survey and Policy Research dent artists and arts institutions, supporting spaces for artists to Institute (SPRI) at San José State while recognizing that the Valley work, and to exhibit and sell their University was commissioned to exists in close proximity to San products. San José desires to conduct this survey of the cultural Francisco with its greater number establish an authentic and vibrant habits, attitudes and aspirations of of major cultural institutions. city center, and many artists wish local residents age 18 and over. The South Bay arts organizations they could live, play and work in survey was conducted April 11-15, never fully enjoyed the fruits of more affordable, urban neighbor- 2005, administered in English, the pre-2001 economic boom, but hoods. The possibility of symbio- Spanish and Vietnamese. The statis- nevertheless were hit hard by the sis exists. tical margin of error for the county- bust. Earned revenues, private • Globally, economic activity rooted wide results is plus or minus 3% at contributions, corporate gifts, in digital arts, design, culture and the 95% confidence level. At least six foundation grants, and govern- entertainment is growing. As callbacks were made to any house- mental support all withered in the Silicon Valley considers its future hold where an answering machine, aftermath of September 11, 2001. competitive advantage, it is time busy signal or no answer was While our data suggest that the to explore with area employers encountered. Selection at the house- financial environment has stabi- the nature of current and future hold level was managed by asking to lized, most nonprofit arts groups demand for employees with digi- speak first to the youngest male at have been left in a poorly capital- tal arts, design and fine arts skills, home and, if none was available, ized position. There is no simple as well as the importance of cre- then to the oldest female. This palliative for this fiscally painful ative skills and creative education approach was used to assure an ade- more generally. Will the emerging

22 quate number of young males and the financial data from this survey older females, who are typically the encompasses at least 80% of the Silicon Valley has four of the most difficult populations to sur- total expenditures of the nonprofit Bay Area’s largest theatrical vey. Survey results were weighted by cultural organizations in Silicon institutions and four of the gender, race and population for each Valley. The participating organiza- largest nonprofit performing city and the unincorporated area of tions are listed below: the county to reflect the 2000 U.S. arts-presenting organizations. Abhinaya Dance Company of San Census Bureau count of persons 18 Jose years of age and older. The resulting Ableza cases were within 1% of significant El Camino Youth Symphony Alliance of Visual Artists demographic and geographic char- Firebird Youth Chinese Orchestra American Ice Theatre acteristics of the county, including Flamenco Society of San José American Musical Theatre of San 509 men, 501 women, 465 whites, FLOW photography + design Jose 208 Latinos, 263 Asians or Pacific Fountain Blues Festival Art Docents of Los Gatos, Inc. Islanders, and 26 blacks. Re s p o n d e n t s Gamelan Sekar Jaya Arts Council Silicon Valley included 554 residents of San José. Gilbert & Sullivan Society of San Association for Viet Arts Verbatim responses to all open- Jose, Lyric Theatre of San Jose Azahar Dance Foundation ended questions were recoded wher- History San José Ballet Folklorico Las Estrellas ever possible to match precoded cat- India Community Center Ballet San José Silicon Valley egories. Philip J. Trounstine, director Italian American Heritage Bay Area Glass Institute of SPRI, managed the survey. Foundation Broadway By the Bay Ives Quartet 2) Survey completed by 111 California Youth Symphony KTEH Silicon Valley Public Silicon Valley nonprofit cul- Cambodian Culture Dance Troupe Television tural organizations of San Jose Los Lupenos de San José Campus Community Association The survey of nonprofit cultural Los Mestizos de San José Cantonese Opera Association organizations began with the as- Menlo School, Music @ Menlo Silicon Valley sembly of a mailing list of 381 Milpitas Alliance for the Arts Cascada de Flores organizations compiled from lists Montalvo Arts Center Catholic Charities, Santa Clara maintained by Arts Council Silicon Movimiento de Arte y Cultura Community & Education Valley, the San José Office of Latino Americana, Inc. (MACLA) Services Cultural Affairs, and a list of par- Museums of Los Gatos Catholic Charities, Washington ticipatory arts organizations com- Northside Theatre Company United Youth Center piled by Cultural Initiatives. Nova Vista Symphony Children’s Discovery Museum of Organizations were given the choice Okasan and Me, Inc. San Jose of completing a paper or an online Opera San José Children’s Musical Theatre San José version of the 23-question survey. Oriki Theater Chinese Cultural Garden Organizations that did not respond Palo Alto Art Center Foundation, Overfelt Gardens received two phone calls urging Palo Alto Ballet, Inc., Mountain Cinequest them to do so. The survey was con- View Ballet Company and City of Campbell, Heritage Theatre ducted in March and April 2005. A School/School of Western Ballet City of Fremont, Fremont Cultural special effort was made to obtain Palo Alto Chamber Orchestra Arts Council data from larger-budget institutions Palo Alto Philharmonic Community School of Music and to assure that this survey captured Peninsula Clef Hangers Arts the substantial majority of financial Peninsula Symphony Orchestra Dance For His Glory data for the nonprofit cultural sec- Peninsula Women’s Chorus Danzantes Unidos Festival tor. A conservative estimate is that Peninsula Youth Theatre De Anza College, Euphrat Museum Poetry Center San José of Art Portola Valley Theatre Conservatory Raices de México Rainbow Women’s Chorus Respondents who worked in jobs requiring creative skills San Carlos Children’s Theater consistently attended more cultural outings than those in less San Jose Chamber Music Society San Jose Downtown Association creative jobs.

23 Festivals are an especially promising avenue for generating Silicon Valley’s cultural reputation, nationally as well as internationally.

San Jose Institute of Contemporary Triton Museum of Art leaders. In addition to members of Art United Nations Associations the Forum, a special effort was San Jose Jazz Society Midpeninsula Chapter, United made to obtain completed surveys San Jose Jewish Film Festival Nations Association Film Festival from local mayors and city council San Jose Metropolitan Band Vivace Youth Chorus of San José members. The survey was conducted San Jose Multicultural Artists Guild West Valley/Misson Colleges in March and April 2005. San Jose Museum of Art Foundation, Olympiad of the 4) Survey of 172 local artists San Jose Museum of Quilts & Arts Textiles Winchester Orchestra of San Jose Jessica Zenk, a graduate student at San Jose Repertory Theatre Works/San José U.C. Berkeley’s Department of City San José State University, ARTPATH Young Audiences of Northern and Regional Planning, completed San José State University, Center for California a master’s report entitled “Support Literary Arts Youth Science Institute Systems: Art & Artists in Silicon San Jose Symphonic Choir Zohar Dance Company Valley” in April 2005. In significant San Jose Taiko measure, this report was based on 3) Survey of 84 Silicon Valley San Jose Wind Symphony her survey of 172 artists, and direct leaders Santa Clara University, de Saisset interviews with 17 artists and repre- Museum This survey was conducted with sentatives from arts organizations. Santa Clara Valley Performing Arts the active partnership of American The data were gathered through a Association Leadership Forum Silicon Valley. 30-question survey that was admin- Schola Cantorum Most of the respondents were indi- istered online from January 25 to School of Art and Design, San José viduals carefully selected by the February 6, 2005, and was open to State University Forum over the past 16 years in all Silicon Valley residents who Shady Shakespeare Theatre recognition of their leadership in considered themselves artists. Many Company business, government, labor, reli- of the artists participating in this Shipp Dance Theatre gion, the arts, education, law, social survey were associated with local Silicon Valley Ai-Yue Chorus service and philanthropy. The lead- arts organizations, including Silicon Silicon Valley Children’s Fund ership survey, consisting of 63 ques- Valley Open Studios, Phantom South Bay Guitar Society tions, was made available to mem- Galleries, and Works/San José, South Valley Symphony, Inc. bers of all 16 previous classes of which helped to make artists aware Stanford University, Stanford American Leadership Forum Silicon of the survey. Institute for Diversity in the Arts Valley in both paper and online for- All of the summary data for 2002 Tapestry Arts mats. The Forum compiles a large and 2005 editions of the Creative Teatro Visión database of local leaders from Community Index are accessible The Lace Museum Silicon Valley’s economic, civic and online at the Cultural Policy and The Mostly Irish Theatre Company cultural sectors, from which it the Arts National Data Archive The Tech Museum of Innovation selects a representative group of (CPANDA) at Princeton University Theatre Angels Art League about 20 to participate in a yearlong (http://www.cpanda.org/). Theatre in the Mountains developmental program. Although TheatreWorks “leader” is not a precisely defined Town of Los Gatos, Los Gatos Arts occupational or census category, the Commission Forum has a distinguished history of identifying and advancing local

Arts should be viewed as a lifelong learning process that begins in preschool and continues through adulthood.

24 1153 Lincoln Avenue, Suite I San José, CA 95125-3009 408.283.7000 www.ci-sv.org