How Creativity Drives Economic Growth and Community Well-being
For decades, Eugene, Oregon, has celebrated a rich tapestry of arts and culture. Beyond creative expression, the arts in Eugene serve as powerful drivers of economic growth, job creation and community connection. Findings from the recent Arts & Economic Prosperity 6 (AEP6) study highlight just how deeply embedded the arts are in Eugene’s prosperity.
Economic Impact: A Creative Engine
In fiscal year 2022, Eugene’s nonprofit arts and culture organizations generated an impressive $123.8 million in economic activity. This total includes organizational spending and the expenditures of audiences attending events across the city.
That investment supported 2,714 jobs—including artists, event staff, administrators and technicians—resulting in $102.6 million in personal income for Eugene residents. Additionally, the sector contributed $2.8 million in local taxes, $5.4 million in state taxes and $21.9 million in federal tax revenue. The arts, often seen as intangible, are clearly vital to Eugene’s financial landscape.
Social Impact: Building Community and Connection
The benefits of the arts go far beyond economics—they strengthen social fabric. According to surveys conducted as part of the AEP6 study, Eugene residents deeply value the role of arts in their lives:
86.2% believe arts venues are integral to their community.
90.4% said they would feel a sense of loss without access to these cultural experiences.
91.1% said the arts foster pride in their neighborhoods.
87.7% view attendance as a way to preserve culture for future generations.
These responses illustrate how arts institutions are not only cultural anchors but also pillars of social health and civic pride.
A National Story, Told Locally
The AEP6 study, led by Americans for the Arts, collected data from 373 communities across all 50 states and Puerto Rico. Eugene’s contributions—made possible by the Arts & Business Alliance of Eugene (ABAE)—offered crucial insight into how the arts shape mid-sized cities.
The national findings confirm what Eugene has long known: investing in the arts is an investment in a city’s vibrancy, cohesion, and economic health.
The Arts & Business Alliance of Eugene: Bridging Sectors, Inspiring Growth
In 2006, the City of Eugene began a cultural policy review aimed at strengthening the arts. This effort led to the 2008 formation of the Arts & Business Alliance of Eugene (ABAE)—a nonprofit created to unite the public, private and nonprofit sectors in support of arts and culture.
The ABAE plays a central role in helping Eugene’s arts sector thrive by fostering innovative partnerships between artists and businesses. Their mission is grounded in a belief that creativity isn't just for the stage or the canvas—it’s a powerful tool for business, workforce development and civic vitality.
In today’s job market, creativity ranks among the most in-demand skills. By integrating arts and culture into workplace settings, businesses help employees connect, collaborate and think innovatively. The ABAE advocates for these benefits, helping business leaders understand and access the value of creative partnerships.
Programs with Purpose
The ABAE offers a range of programs designed to spark collaboration and advance arts-based economic development:
Showcasing Partnership Models – Highlighting successful collaborations to inspire similar efforts.
Promoting Knowledge Sharing – Facilitating the exchange of ideas, assets, and skills between businesses and the arts community.
Networking Opportunities – Creating events and platforms where relationships can be built and partnerships formed.
Encouraging Workplace Creativity – Helping leaders recognize and cultivate creativity in their organizations.
Advocating for the Arts – Clearly articulating the social and economic value of the arts within the community.
The ABAE Arts Guide serves as a practical resource, connecting people and businesses to Eugene’s diverse arts ecosystem. Whether through galleries, performances, or educational programs, the guide showcases how to engage with and support local creatives.
Conclusion: A City Fueled by Creativity
Eugene’s commitment to the arts is more than cultural—it’s strategic. From fueling the economy and creating jobs to nurturing a sense of place and community, the arts remain at the heart of the city’s identity and progress. Organizations like the Arts & Business Alliance of Eugene ensure that this creative momentum continues to grow through partnerships, education, and advocacy.
In Eugene, the arts aren’t just entertainment—they are infrastructure, shaping a resilient, inclusive, and vibrant future for all who live, work and create here.
Andy Vobora is Travel Lane County's Vice President of Stakeholder Relations. A UO graduate and former football player, Andy has lived in Lane County for more than 45 years. When not at work, Andy enjoys drift fishing the rivers, cycling in the foothills and wine country, and officiating high school football each fall. His passion for track and field has led to more than 30 years of officiating and volunteering at Hayward Field.
