SUMMARY REPORT 12 Local Surveys of Public Participation in the Arts A study of the relationship between arts participation levels and the supply of local arts programs and facilities in twelve diverse communities across the U.S. Prepared by AMS Planning & Research Corp. Research Division Report #26 NATIONAL ENDOWMENT FOR THE ARTS 12 Local Surveys of Arts Participation Summary Report Research Commissioned and Funded by the National Endowment for the Arts Research Division Office of Planning, Research, and Budget Coordination Washington DC 20506 and Local Area Parmers: City of Sedona and the Sedona Cultural Coalition City of San Jose Department of Convention & Cultural Affairs Broward County Cultural Affairs Council Metropolitan Dade County Cultural Affairs Council John D. and Catherine T. MacArthur Foundation Nevada State Council on the Arts Arts Council of Winston-Salem/Forsyth County Greater Philadelphia Cultural Alliance Pittsburgh Cultural Trust Seattle Arts Commission This report was prepared by AMS Planning & Research Corp., of Fairfield, CT with assistance from Paul DiMaggio Library of Congress Catalog Card Number 93-084515 12 Local Surveys of Arts Participation Sunmaary Report - CONTENTS . Executive Summary ..........................................................................................1...... Arts Participation in 12 Local Areas ..................................................................17..... mo Pittsburgh/Allegheny County, PA ..........................................................20..... B. Las Vegas, NV ....................................................................................24........ C. Reno, NV .............................................................................................28....... D. Rural Nevada .............................................................................................. 32 E. Sedona, AZ ................................................................................................. 36 F. Winston Salem/Forsyth County, NC ......................................................40..... G. Seattle/King County, WA ........................................................................... 44 H. Chicago Area .......................................................................................48....... I. Philadelphia Area ................................................................................52....... J. Broward County, FL ................................................................................... 57 K. Dade County, FL .................................................................................63....... L. Santa Clara County, CA .......................................................................66....... III. Special Topics .................................................................................................70....... mo Factors Related to Arts Participation .......................................................70.... B. Cross-Discipline Participation Rates ......................................................71.... C. Frequency of Participation Data ............................................................72..... D. Utilization of Venues by Discipline ........................................................... 75 E. Utilization of Venues by Demographic Characteristics ............................77... F. Sources of Information About Arts Events ................................................. 77 G. Reasons for Not Attending More Often .....................................................79 IV. Methodology .................................................................................................83....... mo Survey Research Methodology ...............................................................83..... B. Methodology for Research on Local Supply of Arts Activity .....................85 C. Summary of Methodologies for the 1982, 1985 and 1992 SPPA’s ..............86 . D. Methodological Comparisons and Possible Sources of Bias .......................87 E. Uses of the Data .......................................................................................... 90 Wo Appendix ........................................................................................................ 91 A° Data Tables ................................................................................................. 92 B. Sampling Error ....................................................................................93...... C. Methodological Comparisons Between Local and National Surveys ........98 .. D. Survey Design Comparisons: 12 Local Surveys vs. National SPPA’s .......101 E. Survey Form .......................................................................................105...... F. Bibliography: Public Participation in the Arts .......................................106 .. 12 Local Surveys of Arts Participation Summary Report I. EXECUTIVE SUMMARY This report summarizes the results of a research project commissioned by the Research Division of the National Endowment for the Arts to examine arts participation patterns in 12 communities across the U.S. The research involved two major components: the administration of an arts participation survey to randomly selected households in each area and research into the supply of local arts programs and facilities. Survey results for each site were then analyzed in the context of local arts activity levels, uncovering a rich and varied texture behind the statistics. The Research Division of the Arts Endowment contracted Abt Associates Inc. of Cambridge, MA to coordinate and facilitate the survey. A local sponsor in each area assisted in funding the research and helped to design sections of their local questionnaire. After 18 months of planning, the surveys were conducted by telephone over a three-month period from mid-February to mid-May 1992. In the fall of 1992, after survey results had been tabulated, each local sponsor received a preliminary report from Abt Associates as well as a computer file with their local data. At that time, the Arts Endowment contracted AMS Planning & Research Corp. of Southport, CT to conduct complementary research into local arts activity levels and to prepare this summary report. The 12 Local Surveys were undertaken to build a better understanding of variations in arts participation patterns between different communities and to provide local sponsors with valuable information about their areas. With respect to design, the 12 Local Surveys were intended to complement the 1992 national Survey of Public Participation in the Arts (SPPA) conducted by the U.S. Census Bureau. Each local survey consisted of three components: ¯ A "Core Questionnaire", common to all 12 sites, including arts participation and demographic information identical to the 1992 national SPPA ¯ A set of questions, common to all sites but not included in the 1992 national SPPA, concerning facilities where arts participation occurred, reasons for not attending more often, and sources of information about arts events. ¯ Community-specific modules, developed by the local partners to address specific information needs in each community. The following table presents a listing of the 12 communities studied, definitions of the geographies surveyed, and the local sponsors. -1­ 12 Local Surveys of Arts Participation Summary Report PARTICIPATING COMMUNITIES Sponsor(s) Pittsburgh, PA Allegheny County, PA ­ Pittsburgh Cultural Trust Population 1.34 million Las Vegas, NV ZIP Codes in the Las Vegas area ­ Nevada State Council on the Arts Population 755,000 Reno, NV ZIP Codes in the Reno/Sparks area ­ Nevada State Council on the Arts Population 248,000 Rural Nevada All remaining ZIP Codes in Nevada ­ Nevada State Council on the Arts Population 147,000 Arizona (Area Code 602) telephone The City of Sedona Sedona, AZ exchanges of 282, 284, and 204 ­ Population 15,500 (City of Sedona) Winston-Salem, NC Forsyth County, NC ­ Arts Council Winston-Salem/ Population 271,000 Forsyth County Seattle, WA King County, WA ­ Seattle Arts Commission Population 1.55 million Cook, Kane, DuPage, Lake, McHenry, John D. and Catherine T. MacArthur Chicago Area and Will counties in Illinois ­ Foundation Population 7.26 million Philadelphia Metropolitan Statistical Greater Philadelphia Cultural Philadelphia Area Area (MSA), including parts of NJ ­ Alliance Population 4.93 million Broward County, FL Broward County, FL - Broward County Cultural Affairs Population 1.29 million Council Dade County, FL Dade County, FL ­ Metropolitan Dade County Cultural Population 1.99 million Affairs Council Santa Clara County, CA (excluding City of San Jose Dep’t of San Jose, CA telephone exchanges in the Gilroy area) -Convention and Cultural Affairs, Population 1.54 million Santa Clara County Arts Comm. Survey Sampling Methodology Using a list-assisted random digit dialing telephone survey approach, households were sampled in each of the sites until the goal of approximately 400 interviews was achieved. A stratified sampling approach was taken for several of the sites. For example, respondents for the Pittsburgh/Allegheny County site were drawn equally from within the city limits of Pittsburgh and from the remainder of Allegheny County, so that participation in the two areas could be compared. In Dade County, telephone exchanges with a high percent minority population were over-sampled to facilitate comparisons between minority and non-minority participation. Similarly, for the Philadelphia site, an additional 200 interviews were