CREATIVE VITALIT Y. Creative Vitality Index (CVI ) Report Metropolitan Nashville Arts Commission

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1 CREATIVE VITALIT Y Creative Vitality Index (CVI ) Report Metropolitan Nashville Arts Commission

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3 ATHENS OF THE SOUTH MUSIC CITY Nashville s nicknames speak to our clear history of cultural innovation. As you walk the streets of the city, you see everywhere the mark of our creativity from art shows in coffee shops, to staged productions at Tennessee Rep to, to the corner guitarist on nd Avenue. As the economy shifts and our city responds, it is critical to examine the role of creative professions and working artists in our city. The Metro Arts Commission has commissioned a multi-year Creative Vitality Index (CVI ) study as a way to share the importance of creative economy and creative life in our changing city. The first report, which includes data from the 007 and 008 calendar years shows the overall health of the area s artsrelated creative economy. The strongest indicator of this health is a region s score on the Creative Vitality Index (CVI ). The CVI produces an aggregated score based on includes a variety of measures including per capita participation in a variety of artistic endeavors, revenues from nonprofit and for profit arts organizations, and creative employment density. Jennifer Cole Executive Director Metro Nashville Arts Commission 800 nd. Avenue South, 4th Floor Nashville, TN 3719 NOVEMBER 010

4 % Camera Operators: Television, Video, and Motion Picture % Set and Exhibit Designers % Actors POSITIVE Change NEGATIVE % Multi-Media Artists and Animators -3.44% Total -3.19% Music Directors and Composers Source: Economic Modeling Specialist, Inc. Complete Employment, Nashville CVI, 008

5 WHERE NASHVILLE SCORES When compared to the nation, the Davidson County CVI stands at 3.65 for the calendar year 008. Data indicates a decline in this overall value from 3.74 to 3.65 from 007 to 008. Despite this decline, Davidson County has maintained an extremely high CVI value, placing Nashville as one of the premier creative economies in the United States. This assertion is verified through comparisons of the top 50 most populous metropolitan areas in the United States and their CVI values. This analysis shows that the Nashville Metropolitan Statistical Area has the fourth highest CVI value in the nation, behind only Washington DC, Los Angeles and New York.

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7 OUR WORKFORCE IS CREATIVE The Nashville creative economy remained strong compared to the nation during a time of economic recession. Jobs within highly creative occupations continued to grow in Davidson County; despite economic conditions, these jobs increased at a rate of 1%. In 008, there were over 3,00 highly creative jobs in Davidson County and over 35,400 highly creative jobs in the Nashville metro area. Creative occupations highly concentrated in Nashville include: Agents Sound Engineering Technicians Musicians and Singers Actors Music Directors and Composers

8 Nashville s Total CVI is 3.65, ranking 4th highest in the United States Metro Nashville Comparisons, 007 and 008 REGION Austin-Round Rock-San Marcos, TX Charlotte-Gastonia-Rock Hill, NC-SC Indianapolis-Carmel, IN Nashville-Davidson Murfreesboro Franklin, TN Portland-Vancouver-Hillsboro, OR-WA TOTAL CVI: Davidson County CVI vs. United States, 008 DATA TYPE Year 008 Population DAVIDSON COUNTY 66,144 UNITED STATES 304,059,74 CVI % CVI CONTRIBUTION Industry Data Photography Store Sales Music Store Sales Book and Record Store Sales Art Gallery and Individual Artist Sales Performing Arts Participation $1,73,000 $15,443,000 $47,357,000 $49,0,000 $416,10,000 $1,46,736,000 $3,064,0,000 $8,640,77,000 $34,19,019,000 $14,086,45, % 8% 8% 8% 8% Non-Profit Data Arts Organization Revenue Arts-Active Organization Revenue $111,49,96 $48,693,054 $14,50,46,857 $16,107,694, % 10% Occupation Data Total Jobs 3,88 4,361, % TOTAL CVI: 3.65 Sources: WESTAF, Nashville CVI, 008

9 Davidson County Jobs by Occupation, 007 and 008 OCCUPATION TYPE Actors Advertising and Promotions Managers Agents and Business Managers of Artists,Performers, and Athletes Architects, Except Landscape and Naval Art Directors Audio and Video Equipment Technicians Broadcast Technicians Camera Operators, Television, Video, and Motion Picture Choreographers Commercial and Industrial Designers Dancers Directors, Religious Activities Editors Fashion Designers Film and Video Editors Fine Artists including Painters, Sculptors, and Illustrators Floral Designers Graphic Designers Interior Designers Landscape Architects Librarians Media and Communication Equipment Workers, All Other Media and Communication Workers, All Other Multi-Media Artists and Animators Music Directors and Composers Musical Instrument Repairers and Tuners Musicians and Singers Photographers Producers and Directors Public Relations Managers Public Relations Specialists Radio and Television Announcers Set and Exhibit Designers Sound Engineering Technicians Technical Writers Writers and Authors TOTAL JOBS JOBS ,457 1, ,73,843,751, ,861,798 3,038 3,88 % CHANGE Region: Davidson Source: Economic Modeling Specialist, Inc. Complete Employment

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11 OUR CREATIVITY IS VAST In 008, 175 nonprofit organizations in Nashville reported to the IRS and were classified as arts, culture and humanities organizations. Nashville is known for our music leadership, but we have a growing number of actors and screenwriters who call this home. In 008, book and record retailers in Davidson County earned 166% greater than the national average. In 008, independent artists, writers and performers in Davidson County earned over $369 million at a rate of over $597 per person a rate 58% greater than the national average.

12 Nashville Arts Organizations by Type, 008 ARTS ORGANIZATIONS Art Museums Arts & Culture Arts & Humanities Councils & Agencies Arts Education Arts Services Alliances & Advocacy Ballet Bands & Ensembles Dance Film & Video Folk Arts Music Opera Performing Arts Performing Arts Centers Singing & Choral Groups Symphony Orchestras Theater Visual Arts TOTAL ARTS-ACTIVE ORGANIZATIONS Other Arts & Culture Organizations Fund Raising & Fund Distribution Management & Technical Assistance Professional Societies & Associations Single Organization Support Other Arts & Culture Support Organzations Children s Museums Commemorative Events Community Celebrations Cultural/Ethnic Awareness Fairs Folk Arts Museums Historical Organizations Historical Societies & Historic Preservation History Museums Humanities Media & Communications Museums Natural History & Natural Science Museums Performing Arts School Printing & Publishing Radio Research Institutes & Public Policy Analysis Science & Technology Museums Television TOTAL # # % 1.3% 7.41%.47% 4.94% 1.3%.47%.47% 3.70%.47%.47% 1.3% 0.99% 1.3% 3.70% 1.3% 6.17% 3.70% 3.46% 7.41% 100% %.13%.13%.13% 5.3% 10.64% 0.00% 1.06% 3.19% 0.00% 10.64% 4.6% 0.00% 10.64% 1.77% 6.38%.13%.13% 7.45% 0.00% 4.6% 3.19% 3.19% 0.00% 0.00% 6.38% 100% Regions: Cannon, Cheatham, Davidson, Dickson, Hickman, Macon, Robertson, Rutherford, Smith, Sumner, Trousdale, Williamson, Wilson Source: Economic Modeling Specialist, Inc. Complete Employment

13 3.46% Theater 0.99% Music 7.41% Visual Arts 7.41% Arts and Culture 6.17% Singing and Choral Groups ARTS ORGANIZATIONS % Share 008 ARTS-ACTIVE ORGANIZATIONS 1.77% Historical Societies and Historic Preservation 10.64% Cultural/Ethnic Awareness 10.64% Historical Organizations 10.64% Single Organization Support 7.45% Museums Source: National Center for Charitable Statistics, Core PC Data Base for Arts, Cultural and Humanities Organizations

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15 THE PATH FORWARD Nashville has an incredible robust and stable creative economy. Our historic strength in the diverse music sector serves as an anchor for other creative businesses and professionals. Accolades for our visual artists and a growing national recognition of our film and theatrical sectors make Nashville the top creative city of its size in the nation. We must make investments in broad based cultural policy. Strategies that continue to incent the development of creative small businesses, the relocation of artists of all mediums, and practices that promote affordable live/work options for artists in our developing neighborhoods. We must continue to financially invest in our 175 art nonprofits and support the activation of artists in neighborhoods, schools and daily life. Cross-cutting policies that champion grassroots and commercial artists of all types will ensure economic stability and fulfill our century old promise as the Athens of the South.

16 P.O. Box Nashville, TN 3719 Creative Vitality Index (CVI ) Report Metropolitan Nashville Arts Commission This city is what it is, because its citizens are what they are. Plato