a study of the tippecanoe arts & cultural district: lafayette-west lafayette, indiana
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This analysis of the successes and failures of the Tippecanoe Arts and Cultural District from its official designation in 2009 to 2013, was completed as a semester-long project for the Local Arts Policy and Cultural Districts masters course at Indiana Univerisity. Credit Jennifer Wcisel and Tom Bunting.TRANSCRIPT
TIPPECANOE ARTS & CULTURAL DISTRICT
§ Located in Lafayette/West Lafayette, Indiana
§ Governed by the Tippecanoe Arts Federation and City of Lafayette Economic Development Department
§ A non-‐profit arts facilitating and advocacy organization with the mission to “grow the arts” in the three strategic areas of engagement, education, and sustainability
§ Local Designation: March 14, 1978 as the Tippecanoe Arts Federation
§ Statewide Designation: December 2009 through the Indiana State Arts Commission § Indiana formalized the process of designating cultural districts in 2008. The program is led by the Indiana Arts Commission and includes opportunities for marketing and promotion, increased tourist visibility, access to research and development, assistance with strategic planning, and a network of partnerships with other district and state agencies.
The Tippecanoe Arts and Cultural District hosted the official public launch of the program on Saturday, June 19, 2010 during the
community’s largest summer festival
TIPPECANOE ARTS & CULTURAL DISTRICT
Chauncey Village Wabash Riverfront Arts & Market Key:
§ Closest area to Purdue University
§ Chauncey Village Walkway § Morton Community Center
§ Wabash Heritage Trail § Riverside Skating Rink § Pedestrian Bridge § Imagination Station § Wabash Landing Movie
Theater § Public Spaces: plazas
and parks
§ Long Center for the Performing Arts
§ Art Museum of Greater Lafayette
§ Civic Theater of Greater Lafayette
§ Farmer’s Market § Lafayette Brewing
Company § Lafayette Theater
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
White African American
Na;ve American
Asian Some other race
Two or more races
Hispanic or La;no of any
race
LafayeFe
West LafayeFe
LafayeFe CSA
Source: 2010 United Census and 2011 ACS 5-‐year estimates
The LafayeFe-‐Frankfurt Combined Sta;s;cal Area (CSA) includes the coun;es of Tippecanoe, Clinton, Carroll, and Benton
DEMOGRAPHICS
GOALS
§ The Tippecanoe Arts & Cultural District has done extensive strategic planning § TAF Strategic Plan 2011-‐2016 § WolfBrown “Cultural Plan for Lafayette-‐West Lafayette § Next Generation “Making Lafayette and Community of Choice”
§ Primary Goals § Expand the audience in 18-‐34 year old demographic § Create a foundation for life-‐long arts participation and improve young adults appreciation for the arts
§ Explore the feasibility of a flagship cultural building § Attract and retain young, creative professionals § Create a tool to measure current arts audiences, event attendance, and arts organization participation
“Placemaking is all about activating public spaces to make them a destination, a place people want to be.”
–Dennis Carson, Director of City of Lafayette Economic Development
PROBLEMS MAINTAINING YOUNG CREATIVE WORKERS
§ Lack of diversity and a perception of not fitting in § “I wish the region would become more diverse and integrated. You see a lot of diversity around
campus, but much less out in the town.” –Student Resident, West Lafayette § Conservative values § International student population
§ Career ceiling which limits professional advancement § Baby Boomers delaying retirement § Lack of employer diversity
§ The area does not provide sufficient job opportunities to Purdue University graduates
§ Location before jobs § “I’ve been told by many of my peers that they are looking for a location first and then a job. In
other words, they are looking for areas to plant roots where they enjoy the surroundings and the people.” –Tetia Lee, Executive Director, Tippecanoe Arts Federation
Half of all Next Generation survey respondents under
40 years old plan to leave in the next four years.
Degree Percentage of all degrees
Agriculture 9.55%
Education 2.8%
Engineering 21.85%
Health and Human Sciences 15.14%
Liberal Arts 13.42%
Management 11.45%
Pharmacy 2.18%
Science 10.27%
Technology 11.99%
Veterinary Medicine 1.43%
Total degrees conferred 9.603
PROBLEMS MAINTAINING YOUNG CREATIVE WORKERS Degrees conferred by Purdue University for
the 2011-‐2012 academic year
Source: Purdue University Data Digest
Industry Lafayette % West Lafayette %
Agriculture, forestry, fishing and hunting, and mining 116 0.3% 69 0.5%
Construction 1657 4.9% 109 0.8%
Manufacturing 5548 16.4% 809 6.1%
Wholesale trade 599 1.8% 113 0.8%
Retail trade 4367 12.9% 1377 10.3%
Transportation and warehousing, and utilities 950 2.8% 69 0.5%
Information 487 1.4% 156 1.2%
Finance and insurance, real estate, and rental and leasing 1746 5.2% 537 4%
Professional, scientific, management, administrative, and waste management services 2396 7.1% 961 7.2%
Educational services, health care, and social assistance 9768 28.9% 961 7.2%
Arts, entertainment, recreation, accommodation, and food services 4074 12.1% 1693 12.7%
Other public services besides public administration 1480 4.4% 320 2.4%
Public administration 561 1.7% 182 1.4%
Distribution of workers among Lafayette-‐West Lafayette industries
Source: 2010 US Census
Comparable college towns in the Midwest Total population % of population 18-‐34
Lafayette/West Lafayette, IN 96,540 38.4%
Bloomington, IN 81,963 58.3%
Columbia, MO 113,225 44.7%
Champaign, IL 82,517 45.2%
Kalamazoo, MI 75,092 42.1%
Population distribution in college towns comparable to Lafayette/West Lafayette
Source: ACS 1-‐year estimates
MAKING COMPARISONS
GOALS & INDICATORS
District Goals Indicator Type Indicators
Expand the audience in 18-‐34 year old demographic
Community Population change in the residents
between the ages of 18 and 34 within the cultural district Attract and retain young, creative
professionals
Create a foundation for life-‐long arts participation and improve young adults appreciation for the arts
Cultural Changes in the rate of participation among audience members aged
18-‐34 Create a tool to measure current arts audiences, event attendance, and arts organization participation
Explore the feasibility of a flagship cultural building Economic
Educational attainment; median household income; population
increase
CENSUS TRACTS
The tracts used for collecting data starting in 2010 are outlined in blue: 45, 55, 111, and 4
2009 2010 2011
Total Population 17,070 17,610 19,191
18-‐34 year old population 14,028 13,833 14,104
Percentage of 18-‐34 year olds 82.18% 78.55% 73.49%
Tippecanoe Arts & Cultural District Population
Source: ACS 5-‐year estimates
COMMUNITY INDICATOR § Between 2009 and 2010 the census tracts were redrawn § While district numbers show a healthy percentage of 18-‐34 year olds, Tippecanoe County
numbers provide further insight § In 2012, the population of 18-‐34 year olds in the county was only 39.1%
§ Cultural District data is inflated by the student population § Tract 55 (2011): 94.89% 18-‐34 § This is in the Chauncey Village area which neighbors Purdue University and contains a high
student population § As a percentage of the total population, the 18-‐34 year old demographic is decreasing in the
district and remaining the same throughout Tippecanoe County.
ARTS ORGANIZATIONS Visual Art Galleries:
• Art Museum of Greater Lafayette
• Artists’ Own Gallery • Doll Museum
• Kaldahl Art Gallery Performing Arts Centers:
• Civic Theatre of Greater Lafayette
• Lafayette Theatre • Long Center for the Performing
Arts
• Lafayette Symphony Orchestra Other Cultural Centers:
• Wells Community Cultural Center
CULTURAL INDICATOR
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2006-‐2007 2007-‐2008 2008-‐2009 2009-‐2010 2010-‐2011 2011-‐2012 2012-‐2013 2013-‐now
Num
ber
Year Data collected from organiza5ons in the Tippecanoe Cultural District
Number of Visitors and Tickets Sales from 2006-‐2013
Art Museum of Greater LafayeFe-‐ Number of Visitors
Wells Community Cultural Center -‐ Number of Visitors
Civic Theater of Great LaffayeFe -‐ Ticket Sales
Notes • The chart cannot be a clear indicator of the change in arts
par;cipa;on without accoun;ng for price segmenta;on, amount of programming, and other ins;tu;onal influences.
Data Collected from “Return of organiza5on exempt from income tax." n.d. Guide Start. 12 Nov 2013.
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2009-‐2010 2010-‐2011 2011-‐2012
Tickets S
ales Reven
ue
Year
Ticket Sales Revenue from FY2009-‐2012
LafayeFe Symphny
Long Center
Civic Theatre
LIMITATIONS
§ Organizations are not keeping track of data, either in the form of ticket sales or number of visitors
§ Organizations cited lack of staff or the inability to easily track data as the cause
§ Organizations had different opinions on the effects of the cultural district on their amount of visitors
§ Without this type of concrete data, the cultural district will not be able to evaluate the success of the district
ECONOMIC INDICATORS § The LafayeNe-‐Frankfurt Combined Sta5s5cal Area was used because it gives the best
indicator of the predicted market for a large cultural facility. § Based on Set in Stone, a University of Chicago study on cultural facility development, the
following indicators relate strongly to successful projects: § Median household income § Educa5onal aNainment § Popula5on change
The Art Museum of Greater Lafayette
Long Center for the Performing Arts
MEDIAN HOUSEHOLD INCOME
41,608
40,577
42,872
43,881
38,000
39,000
40,000
41,000
42,000
43,000
44,000
45,000
2009 2010 2011 2012
Income in Dollars
Year
Source: ACS 1-‐year estimates
Median household income in the United States in 2o11: $52,762 Median household income in the State of Indiana in 2011: $48,393
*values are controlled for inflation
§ According to Set in Stone, the median household income of communities that invested in cultural facility projects between 1994 and 2008 averaged $55,007.
Median Household income in Lafayette-‐Frankfurt Combined Statistical Area (CSA)
EDUCATIONAL ATTAINMENT
0% 5% 10% 15% 20% 25% 30% 35%
2009
2010
2011
2012
Percentage of Total Popula5on
Year
Indiana Baseline
US Baseline
LafayeFe CSA
Percentage of people aged 25+ with a Bachelor’s Degree or higher for the Lafayette-‐Frankfurt Combined Statistical Area
Source: ACS 1-‐year estimates
§ Set in Stone reports that “education is perhaps the best indicator of arts participation according to literature on the demand for the arts.”
POPULATION CHANGE
224000
226000
228000
230000
232000
234000
236000
238000
240000
242000
2009 2010 2011 2012
Popu
la5o
n
Year
Total Population Change in the Lafayette-‐Frankfurt Combined Statistical Area
Source: ACS 1-‐year estimates
Rate of change for the Lafayette Combine Statistical Area between 2011 and 2012: 0.22% Rate of change in total population for Indiana from April 1, 2010 to July 1, 2012: 0.08%
Rate of change in total population for the United States: 1.7%
§ As reported Set in Stone, the rate of population change in communities that invested in cultural facility projects was 0.08%. The Lafayette-‐Frankfurt CSA reports a higher rate of change at 0.22%
ECONOMIC INDICATOR CONCLUSIONS
§ All three of these indicators must be analyzed as a whole in order to determine if a community should consider embarking on a cultural facility project.
§ Educational attainment is above US and State of Indiana baselines
§ Population growth is above the State of Indiana baseline
§ Both of these indicators are above the numbers reported for communities studied in the Set in Stone report.
§ Median household income falls below the baselines for the State of Indiana and the United States
§ Not far below Indiana: CSA 2011: $42,872; Indiana 2011: $48,393
Conclusions:
§ Lack of diversity, conserva5ve aZtudes, career ceiling, and lack of job diversity are all contribu5ng factors in the poor reten5on of the 18-‐34 demographic
§ Greater LafayeNe’s total popula5on is growing at a faster rate than the 18-‐34 demographic
Recommenda5ons:
§ Improve late-‐night programming in the district centered around cultural venues
§ Include arts ac;vi;es in “Open Late, Make It a Date”
§ Increase social media use and revitalize web presence
§ Promote diversity and inclusiveness within the district
§ Focus marke;ng efforts on highligh;ng diversity within Greater LafayeFe
§ Develop ways to engage interna;onal students at Purdue University
§ Advisory commiFee to TAF
§ Include the cultural and ar;s;c heritage of minority groups in district fes;vals and programming
§ Consult Tippy Connect to improve livability of the area through arts and culture
COMMUNITY INDICATOR: CONCLUSIONS & RECOMMENDATIONS
§ Establish a local makerspace
§ A makerspace is a physical location where people gather to share resources and knowledge, work on projects, network, and create.
§ Hybrid art studio/technology lab
COMMUNITY RECOMMENDATIONS CONTINUED
§ Plan an arts and technology fes5val to integrate the arts and the strong science and engineering programs at Purdue University
§ Similar to 01SJ Biennial
COMMUNITY RECOMMENDATIONS CONTINUED
CULTURAL INDICATOR: CONCLUSIONS & RECOMMENDATIONS
Conclusions:
§ The district currently does not have a standardized way to track data
§ Access to this basic information would improve grant-‐seeking success and allow these organizations to make informed decisions on programming
Recommendations:
§ Develop a way for all cultural organizations throughout the district to track attendance § Artful.ly by Fractured Atlas § Cultural Data Project
§ Professional development and training (marketing, audience development, and technology)
ECONOMIC INDICATOR: CONCLUSIONS & RECOMMENDATIONS
Conclusions:
§ An analysis of median household income, population growth, and educational attainment indicates that Greater Lafayette has a strong foundation to embark on a cultural facility project
Recommendations:
§ More feasible to renovate or expand existing facilities due to prevalence of historic buildings
§ Consider moving Art Museum of Greater Lafayette to a more central location in downtown
§ Long-‐term project involving extensive research and strategic planning
§ Involve Purdue University in planning and execution § The university does not currently have any performance facilities for audiences between
1,000 and 6,000
Thank You!