Western Wisconsin could become a hot spot for film-making and arts and culture tourism, if the region’s leaders see the opportunities.
When many people think of films and the arts, they don’t necessarily jump to the bottom line in business. In fact, some business people might even consider that such endeavors are supported at the expense of local economic development.
Yet, there is ample evidence that these forms of entertainment, and investments in them, can pay off for an area.
A study released a few months ago by the Americans for the Arts group showed that more than $16.4 million was generated in the St. Croix River Valley by non-profit arts and cultural organizations and their audiences.
About $6.8 million is spent by the non-profit groups that provide the entertainment and arts, and another $9.6 million is generated by audiences. That translates into 384 fulltime equivalent jobs and $1.58 million in revenue for local and state governments.
The St. Croix Valley was one of 156 regions in the Americans for the Arts study. The findings are consistent throughout the country. The report concluded:
“Arts and culture organizations are businesses in their own right — leverage additional event related spending by their audiences that pumps vital revenue into restaurants, hotels, retail stores, and other local businesses. When patrons attend a performing arts event, for example, they may park their car in a toll garage, purchase dinner at a restaurant and eat dessert after the show.
“Valuable commerce is generated for local merchants. This study shows that the typical attendee spends $27.79 per person, per event, in addition to the cost of admission. When a community attracts cultural tourists, it harnesses even greater economic rewards. Non-local audiences spend twice as much as their local counterparts ($40.19 vs. $19.53.
Arts and culture is a magnet for tourists, and tourism research repeatedly shows that cultural travelers stay longer and spend more. Whether serving the local community or out-of-town visitors, a vibrant arts and culture industry helps local businesses thrive.”
Studies by other groups in recent years have echoed the findings of the Americans for the Arts study. Arts, culture and entertainment add to the economic strength of an area.
Another opportunity to capitalize on arts and culture will soon present itself for Western Wisconsin. State tax credits and other film incentives that take effect Jan. 1 are expected to increase the number of films made in the state.
Western Wisconsin would be a natural for this initiative. From the rolling hills of the Driftless Area in the southwest to the St. Croix Valley, there is natural beauty. You need only drive through the area to see the potential.
The natural landscape looks like a movie backdrop. And, many of the villages and cities in the region have retained historic looking buildings and architecture, which would provide great sets for many films.
Tom Farley, director of marketing for the Greater Madison Convention and Visitors Bureau and brother of late comedian Chris Farley, recently told a convention group in La Crosse that seeing an area in a movie helps draw people to it. Plus, “nothing engages a community more than a movie production coming in,” Farley said.
Dave Clements, executive director of the La Crosse Area Convention and Visitors Bureau, said thousands of tourists still go to the site of the 1989 “Field of Dreams” film in Dyersville, Iowa.
Clements also said communities have to make themselves “film friendly” to attract a film. Tourism representatives, park and recreation personnel, fire and police departments, electricians and carpenters unions, and other groups have to work together to attract filmmakers.
Local tourism agencies throughout the state can refer filmmakers to the new Film Wisconsin nonprofit organization for information on the new tax breaks. Film Wisconsin has worked to promote film production in the state for about a year.
Leaders in Western Wisconsin communities should organize and put together coordinated efforts to work with Film Wisconsin. The making of films in the area can have a double impact — bringing in revenue during the actual production and then providing a great promotional tool for the region.
These leaders also should look at the St. Croix River Valley as a model of what can be done economically by nurturing arts and culture of various forms.
The new, “sustainable” economy — addressed in this column last week — requires the merging of the natural environment, economic development and lifestyle concerns. Creative, innovative people want to come to an area that has interesting things to do.
Many come as tourists, and some decide to stay, find jobs or start businesses. They often can become the economic engineers for an area.
Films and other arts and culture events also have relative low impact on the natural environment, a definite concern in most areas of Western Wisconsin.
An investment in films and the arts is not just charitable or a nice thing to do. It makes sound business sense.
