The study, conducted by the John Walker College of Business at Appalachian State University (ASU) on behalf of the N.C. Arts Council, surveyed almost 3,000 visitors between 2003 and 2004 at 15 venues across the state including art museums, performing art venues, outdoor dramas, and music and film festivals, as well as arts and crafts festivals.

The data collected was used to estimate the direct economic impact of cultural tourism in the state, showing that as much as 40 percent of tourism in North Carolina is cultural travel. Cultural tourism is travel that is directed toward experiencing arts, heritage, and the special character of a place. The findings placed the direct economic impact of all the surveyed organizations at $77 million.

“North Carolina’s mix of contemporary art, craft, Blue Ridge music, theater, dance, Cherokee heritage and literary traditions makes for one-of-a-kind memories for travelers, whether they come from far away or just up the road,” said Mary B. Regan, Executive Director of the North Carolina Arts Council.

According to the study, the average spending on arts in the state was $102.82 per person. One-third of arts venues have more than half of their ticket purchasers come from out of town. These out-of-towners spend three times as much as North Carolina residents to attend arts events — $374 vs. $116. That’s because the travelers’ economic impact goes beyond the purchase of a ticket to include lodging, meals, and other cultural events.

“Understanding the audience demographics and preferences for cultural activities will help all of us in the cultural tourism business develop stronger marketing programs, innovative partnerships and programming,” said Robert S. Kadis, chairman of the North Carolina Arts Council Board. “Ultimately, we hope our research will lead to greater participation in all art and cultural offerings in North Carolina.”