about us

Arts & Economic Prosperity

Information about AEP5

PCA is excited to announce that we are officially beginning Americans for the Arts’ latest national economic impact study, Arts & Economic Prosperity 5! Our participation in this important research project will allow us to quantify the economic impact of the arts and culture industry in the Greater Charlottesville Area.

We all know that our industry supports jobs and generates government revenue. In June of 2017, we’ll receive a final report that breaks down exactly how many jobs and how much money we generate — a powerful local arts advocacy tool.

In 2011, we learned that the arts fuel nearly 2,000 full-time jobs in Charlottesville and generate over 5.5 million dollars in local government revenue. Now it’s time to learn how we’ve grown over the past five years.


The study requires that we collect detailed financial and programming information from arts and cultural organizations in the Charlottesville-Albemarle area, as well as 800 or more audience surveys from people attending arts and culture events. We’ll be asking you to assist us with at least one of these two tasks—and maybe both—during the course of calendar year 2016.

1.  If your organization participated in the Arts & Economic Prosperity IV study in 2011, our Project Manager for the study, Amanda Wright, will contact you directly in the next two weeks about setting up survey collection at your 2016 events.

If your organization did not participate in the Arts & Economic Prosperity IV study in 2011 and you are interested in participating in 2016, please contact AEP5 Project Manager Amanda Wright before the end of March.

2.  Participating arts organizations that provide at least two of their own volunteers to collect surveys at their own 2016 events will have access to the raw data collected at those events. This can prove invaluable in future marketing, advocacy, and development strategies.

3.  Finally, if you or someone you know is interested in volunteering to collect surveys at arts events throughout the year, please contact Amanda Wright.

The study is being conducted by Americans for the Arts, the nation’s leading nonprofit organization for advancing the arts in America.  Americans for the Arts has conducted similar economic impact studies in more than 400 U.S. communities since 1994. Its economic impact data is used consistently by the Congressional Arts Caucus on the floor of the U.S. House of Representatives to advocate for federal arts support.

Thank you in advance for your support and participation in this very important study! If you have any questions, do not hesitate to contact us.

PCA’s participation in AEP5 is partially funded by: Ash Lawn Opera, The Bridge Progressive Arts Initiative, Light House Studio, Live Arts, The Paramount Theater, and UVa’s Vice Provost for the Arts.

Information about AEPIV

Arts & Economic Prosperity IV (AEPIV) was the most comprehensive economic impact study of the nonprofit arts and culture industry ever conducted in the United States. AEPIV was conducted by Americans for the Arts, the nation’s leading nonprofit organization for advancing the arts and arts education.

As one of 182 study partners across all 50 states and the District of Columbia, PCA facilitated the gathering of detailed economic and event attendance data from study partner nonprofit arts and culture organizations located throughout Charlottesville and Albemarle. In addition, PCA collaborated with the community’s other arts organizations to collect approximately 2,000 surveys from at least 900 arts and culture event attendees in Charlottesville and Albemarle during 2011.

According to data from the study, in 2011, the arts and culture industry generated $114.4 million in annual economic activity in the Charlottesville area, supporting 1,921 full-time equivalent jobs and generating $9.2 million in local and state government revenues.

The data from these surveys showed that arts and culture organizations spent $49.5 million during fiscal year 2010. Those dollars, in turn, generated $31.2 million in household income for local residents.

In addition to spending by organizations, the local arts and culture industry leveraged $64.9 million in event-related spending by its audiences.

While for-profit businesses and individual artists are excluded from this study nationally, exceptions were allowed for five for-profit venues in Greater Charlottesville due to the significant role they play in the overall cultural life of the region: the nTelos Wireless Pavilion, Chroma Projects Art Laboratory, Les Yeux du Monde, Skylight Studios, and The Jefferson Theater. Venues and groups affiliated with the University of Virginia and PVCC were considered eligible nonprofits for the purposes of this study.

Nationally, the AEPIV study revealed that the arts industry produced $135.2 billion in economic activity. This spending – $61.1 billion by arts and culture organizations plus an additional $74.1 billion by their audiences – supported 4.1 million full-time equivalent jobs and generated $22.3 billion in federal, state and local tax revenues.

PCA’s participation in AEPIV was funded in part by Wells Fargo, the Charlottesville-Albemarle Convention and Visitors Bureau, and area arts organizations including: the Charlottesville Pavilion and Jefferson Theater, Live ArtsLOOK3 Festival of the Photograph, The Paramount Theater, Virginia Foundation for the Humanities, University of Virginia Art Museums, and the Virginia Film Festival.