ARTS &
CULTURAL VITALITY.
Arts and cultural vitality are foundational to building a community that offers the quality of life that draws people to live, work, and play there. Prioritizing diverse artistic expressions and traditions nurtures social connections, promotes community pride and identity, and boosts tourism and the economy by providing authentic experiences that draw visitors and locals alike.
“Arts activity creates thousands of direct and indirect jobs and generates billions in government and business revenues,” said Reno Mayor Hillary Schieve. “The arts also make our cities destinations for tourists, help attract and retain businesses, and play an important role in the economic revitalization of cities and the vibrancy of our neighborhoods.”
Data about the financial, economic, and social impact of arts and cultural organizations and the industry demonstrate the impact on the development and well-being of the Truckee Meadows Community.
“When you invest in the arts and culture, you are investing in an industry that strengthens your economy and builds more livable communities,” according to Americans for the Arts.
The graphics below were frozen at the time of publishing the Consumer Progress Report in November 2024. To learn more about each indicator and view more information with recent updates through 2026, simply click on the charts, map, or graph to be directed to the NevadaTomorrow.org Community Data Portal, where you will see maps, charts, graphs, year-over-year comparisons, and more.
VIEW OR PRINT THE FULL REPORT
The Truckee Meadows Tomorrow 2024-2026 Community Progress Report published on November 12, 2024! It includes all 10 Quality of Life areas with the most important data points selected by our Data Advisory Group and TMT team. You will find the same indicators and summaries in each online QOL area with links to NevadaTomorrow.org.
Print it out and take it with you for easy reading and reference.
DIGGING INTO THE DATA
The data on the economic and social impact of arts and culture together paint a more complete picture of how they affect the Truckee Meadows community. This information includes data from grant distribution reports, organization-submitted data, and the Arts & Economic Prosperity study. The arts sector was one of the hardest hit by the COVID-19 pandemic and continues to recover slowly, as shown by the indicators.​​​​​​​​​​​​​​
Creative Industries Economic Impact
Sales, location quotient (LQ), and jobs data about Washoe County's top creative industries provides insights into their economic impact. For example, high sales, LQ, and job count indicate a dominant and potentially growing sector. LQ measures industry concentration compared to the national average. An LQ greater than 1 suggests specialization and economic strength. Each industry's circle size reflects its LQ — the larger the circle, the higher the LQ. Source: This data is provided by the Nevada Arts Council/Creative Vitality Suite and is not available on Nevada Tomorrow.
National Endowment for the Arts and Nevada Arts Council Grant Distribution
Grant funding for arts organizations in Northern Nevada mainly comes from the National Endowment for the Arts (NEA) and the Nevada Arts Council (NAC). The NEA provides grants to the NAC, which then allocates funds to rural and urban areas of the state. NAC grants support various activities and fund individual artists and arts organizations.
Funding for NEA and NAC Grants has changed due to economic conditions, shifts in funding priorities, reporting changes, and external events like the COVID-19 pandemic. Availability of data on NAC grants may differ due to reporting changes and suspended or merged awards because of budget cuts. Not all grants or programs were reported in 2018-2019.
A PALETTE FOR PROSPERITY
The Arts and Economic Prosperity 6 study (AEP6), conducted by Americans for the Arts, evaluates the economic impact of the nonprofit arts and culture industry across the United States. The City of Reno participated in the study, contributing data and insights to assess the economic impact of its nonprofit arts and culture sector, showcasing the significant role arts play in its local economy.
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In 2022, arts and culture organizations generated:
$84.4 MILLION
Total Economic Activity
$63.1 MILLION
Household Income for local residents
$21.6 MILLION
Tax revenues to local, state and federal governments
1,728
Jobs in the region
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Source: Data provided by the City of Reno/AEP6 Study and not available on Nevada Tomorrow.
National Endowment for the Arts
Nevada Arts Council
Nevada Arts Council: Northern Nevada
Creative Vitality Index
The Creative Vitality Index (CVI) measures the concentration of creative activities in a specific region compared to the national average. It combines data on creative industry sales, employment, and cultural nonprofit revenue. A higher CVI suggests a greater concentration of creative activity and a potentially healthier creative economy. This index helps communities assess their creative economy's strengths, identify areas for growth, and track progress over time.
Source: This data is provided by the Nevada Arts Council/Creative Vitality Suite and is not available on Nevada Tomorrow.
RESOURCES
COMMUNITY IN ACTION
Check out the various ongoing programs and groups dedicated to enhancing arts and cultural vibrancy in the Truckee Meadows community.
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CITY OF RENO
Each year, the City of Reno Arts & Culture Commission grants funds to various local art organizations, totaling around $200,000 annually. In 2022, these funds supported 793 artists and served 72,683 audience members.
The City displays close to 200 pieces of outdoor public art and 75 pieces in the Metro Collection at City Hall and McKinley Arts & Culture Center.
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The City of Reno’s Art Signals program creates original artwork on signal boxes around town. Nearly 100 signal box murals have been completed by local artists.
CITY OF SPARKS
The City of Sparks Arts and Culture Advisory Committee supports the community by facilitating investment in the arts and culture to nurture creative communities, enhance the quality of life, and encourage civic pride. Some of its key initiatives include Spark the Imagination workshops for children, operating the Sparks Heritage Museum, and hosting the Sparks Art Walk. The Sparks Art Walk is a curated collection of regularly rotating installed art throughout Victorian Square in downtown Sparks. This initiative aims to create attractive public environments, celebrate Sparks’ historical and aesthetic values, and stimulate the downtown economy through increased pedestrian activity, events, and education.
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ARTRAIL
Washoe County developed a public participatory experience through the ArTrail in partnership with Burning Man and multiple community partners. The ArTrail celebrates cultural, historical, and artistic landmarks in the region. The ArTrail routes along the Truckee River through the cities of Reno and Sparks turn north to historic Lake Pyramid on Paiute Tribal land and continue to the Gerlach area in the far northern region of Washoe County, spanning over 200 miles. Visit artrail.washoecounty.us to follow the map.
GROUPS & ORGANIZATIONS
Many notable local organizations are actively working to build Arts and Cultural Vitality in our community. Here are a few to check out or get involved with:
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REPORTS & STRATEGIES
Several existing reports and strategies detail how to build on the data to improve the quality of life in our community.
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SPONSORED BY FLANZ MEDIA
Flanz Media creates owned media strategy and assets using long-form multimedia storytelling tools, including writing, photography, videography, audio, and graphic design. We planned, wrote, and designed this report!