New Report Cites 13% Growth in Public Arts Participation

A recent report by the Placer Community Foundation offers a glimpse into a unique trend taking place in the arts in Placer County—more and more households are accessing local, public arts programming. This comes at the heel of a 2009 report by the National Endowment for the Arts indicating the lowest public participation in arts and cultural events countrywide since 1982. The NEA report reinforces the fact that, in a troubled economy, arts organizations are particularly vulnerable. And while this is very true for arts organizations in Placer County, these local groups are taking proactive measures to weather the economic climate.

Through grants made by the Placer Community Foundation’s Audience Development Program, arts organizations along the western slope of Placer County have been targeting current and new audiences with varied and more collaborative marketing strategies. Their goal is to attract new households to participate in the many quality arts events and programs offered in our community.

The Community Foundation’s report covers the program’s first year and highlights a 13% growth in combined audiences for 2009. While there are noteworthy factors affecting this growth, this shows tremendous promise for the program’s ultimate goal—to increase earned income among arts organizations so they are able to stabilize their operations and invest in quality programming. Such stability positively impacts the economy, but also allows the arts to flourish as a quality of life resource that builds and strengthens our community.

We are very excited by these preliminary results,” stated Veronica Blake, Chief Executive Officer for the Placer Community Foundation. “This 13% growth marks the steadfast work and commitment of our partnering arts organizations, headed by our county-wide arts council, PlacerArts. It also shows great potential of what can be achieved when private philanthropy comes together to support a cause.

Moving forward in 2010, the Community Foundation’s Board of Directors awarded audience development grants totaling $40,000 last month to the following arts organizations: Auburn Community Concert Association, Auburn Placer Performing Arts Center (at the State Theatre), Auburn Symphony, Civic Theatre West (previously named Magic Circle Theatre), PlacerArts, Placer Theatre Ballet, Rocklin Community Theatre, Roseville Arts and Sierra College Foundation's Chamber Music Alive.

The largest of these grants was awarded to PlacerArts to support launching a regional marketing campaign that will promote all that Placer County has to offer in the arts. PlacerArts has formed a Steering Committee to oversee this ambitious endeavor in the coming months. Comprised of arts groups representing different disciplines (i.e., live theatre, music, dance, and visual art) the committee will work together to determine a joint brand, messaging and logo with which to collectively market their varied programs to the general public. It is anticipated that through this campaign, people of all ages will come to value Placer County for yet another reason—a vibrant arts community.

To learn about the many arts events and programs taking place in Placer County, visit the Arts Calendar at www.placerarts.org.

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