The Impact of the Creative Economy in Lowell

Professor John Wooding, Chair, COOLJames Ostis, COOL Board

Lowell was there first…..

“People would come because of the artist lofts and because we’re offering these bohemian like spaces. That’s not why I came. You know I came because this city is a unique place, it has all sorts of culture, it has really rich history, and it doesn’t look cookie cutter like every place else in the country. It’s also blue collar and artists are generally, I know people say artists aren’t blue collar, but they are. They work with their hands, that’s what artist do.”

Lowell artist interviewed for this project.

Still A Lot to Like About Lowell…

Back in the 60s and 70s thinkers like educator and city planner Patrick J. Mogan were prescribing remedies to Lowell’s problems

that focused first and foremost on “making it a good address again.”

1978 Creation of Lowell National Historical Park

Lowell: Timeline of a Creative Place

1982 Brush Art Gallery 1987 Folk Festival started 1990s Lowell made a commitment to

attracting artists to utilize the historic refurbished mill space

Tsongas Arena and LeLacheur Ball Park opened in 1998

2000 Ayers Loft project 2001 COOL established Richard Florida’s influential work,

The Rise of the Creative Class, was published in 2002.

CREATIVE LOWELL

2003 City of Lowell’s Comprehensive Master Plan cites Florida’s work

2005 Western Avenue established 2007, the Lowell Plan

commissioned “On the Cultural Road…City of World Culture”

In the spring of 2012, at conference on creative placemaking hosted by Lowell, former City Manager Bernie Lynchnoted:

“We’re convinced that employers are drawn to locations with a base of talented, creative individuals who are in the current workforce or available for an

expanding workforce. These employers want to be in places that are vibrant, diverse, and authentic, and which possess the amenities and walking-friendly

environments that complement creative lifestyles”

Focus Groups◦ Local Artists and Local Musicians◦ Public Matters Class◦ Cambodian and Burmese Community Groups

Interviews with Key Agents and Policy Makers◦ Six in-depth interviews in 2013 plus 14 previous

interviews from 2011 project Census Data Visitor surveys and attendance data of

museums, exhibits and events

Evaluating the Creative Economy

Population: 108,522 (2012 estimate)

Median Household Income: $51,1174

Persons below the poverty level: 17.3%

Lowell’s total ethnic population is now 47.2% of the total population (Census, 2010).

Lowell - Basic Economic Data

There are 440 artist studios, 190 of which are live-work housing units. 10 theater and performing arts spaces; 16 museums, galleries, and cultural centers; and Five rehearsal and recording studios. We have identified over 760 artists living in Lowell currently who work in

the visual arts (painting, sculpture, ceramics, photography, etc.).

Over 40 people who consider themselves writers

Over 100 hundred who consider themselves active musicians.

Creative Resources…

Event/ Venue 2010-2011 2011-2012 2012-20134th of July 14,000 15,000 20,000

African Festival 500 500 3,000

Brush Art Gallery 14,191 17,838 13,899

City of Lights 11,500 15,000 15,000

Folk Festival 145,000 150,000 150,000

Kerouac Literary Festival -  -  2,000

Lowell Folk Life Series 1,581 2,033 1,965

Lowell Summer Music Series - 25,238 28,526

Puerto Rican Festival 1,500 1,500 3,000

Riverfest 400 1,100 300

South East Asian Water Festival 25,000 30,000 25,000

The Lowell Memorial Auditorium 134,792 118,593 120,000? 

Whistler House 5681 4882 5603

WinterFest 10,000 10,000 8,000

Attendance Figures (2010-2013)

Average Breakdown of Nonprofit Arts & Culture Attendees

Local vs. Nonlocal

Average Event-Related SpendingLocal vs. Nonlocal Audiences

Nonprofit Arts Attendees Spend $24.60 Per Person, Per Event

Source: Americans for the Arts, Economic Prosperity IV

Annually -- Maybe 270,000 visits, plus Park attendance of over 500,000 = 770,000

Assuming $25 spent per visit = $19 million in revenue per year.

Economic Impact of Visitors and Attendees

Creative Businesses*We have identified over 80 “creative” businesses in downtown Lowell and in other neighborhoods in the city.

*Definition of what constitutes a “creative business” varies, but can include galleries, shops and high-end restaurants.

In discussing the Urban Cultural Park concept, Patrick Mogan expressed a desire to make Lowell “a good address again”

Many of the intangible benefits of the creative economy are in the quality of life for its residents and visitors.

“Renaissance is simply a mind-set” –Paul Tsongas, Time 1991

“A good address”

“I think it has translated into people being willing to make a commitment and investment in the city as opposed to try to get out of the city and its turned into a place where I think people tend to, has a sense of magnetism to it…it’s a city where once you're engaged with you tend not to want to leave, you tend to want to stay here”

There’s still a Lot to Like About Lowell

Local Elected Official

“I think when many people think about the creative economy in Lowell they think about art galleries, or a musician, or a coffee house. I think with things like nanotechnology, 3D printing and other modern technologies, I think we are on the verge of a revolution that will rival the industrial revolution”

Local Official

Not just pictures and words..

Better data on business start up and business development

Annual surveys of major events with demographic data on visitors

Create a Lowell Data Common for all to use Market Lowell Recognize that the Creative Economy is really

about an economy worth having….building safe, tolerant communities for everyone and a place where people can be themselves…

Nurture and sustain young people…

To-Do List