Research: Public Opinion Survey
Regional Arts & Culture Council
Riley Research Associates
THE VALUE OF ARTS & CULTURE
A Public Opinion Survey, Spring 2005
Introduction
Methodology
Executive Overview
Conclusions
Funded by:
Artists’ Repertory Theatre
Chamber Music Northwest
Clackamas County
The City of Portland
Northwest Business for Culture and the Arts
Oregon Ballet Theatre
Oregon Children’s Theatre
Oregon Symphony Association
Portland Art Museum
Portland Business Alliance
Portland Center Stage
Portland Institute for Contemporary Art
Portland Opera Association
Portland Oregon Visitors Association
Regional Arts & Culture Council
Riley Research Associates
Washington County
White Bird
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INTRODUCTION
The Regional Arts and Culture Council (RACC) asked Riley Research to conduct a survey among registered voters of the Portland tri-county area regarding arts and culture. The goal of survey was to gain insight into the following areas:
- Top of mind awareness of arts and culture
- Arts and culture consumption patterns
- Perceptions of importance in the community and education
- Level of support for various funding options
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METHODOLOGY
Riley Research Associates worked in association with the Regional Arts and Culture Council to design the study. A scientific telephone survey was conducted among registered voters of Clackamas, Multnomah, and Washington counties.
A total of 405 questionnaires were completed. A sample of this size yields a margin of error of +/- 4.87% at a 95% confidence level. Fielding began on Monday, April 18th and concluded on Monday, April 25th 2005. The calls were made between the hours of 5 p.m. and 9 p.m.
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EXECUTIVE OVERVIEW
PERCEPTIONS
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When asked, “what comes to mind when I say, arts and culture,” plays or theatre, museums, music, and painting(s) were some of the most frequent responses.
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Nine out of ten participants find arts and culture to be important to the growth and development of their communities (89%).
CULTURAL CONSUMPTION
- The largest percentage of respondents attend events “at least once a month” (33%), followed by “every few months” (22%).
- The largest segment supports arts and culture by purchasing single tickets for events (73%), although 16% are season ticket purchasers.
- Musical performances, theatrical performances, and museums are the top three attended events in the past 12 months (67%, 55%, and 48% respectively).
- “The Oregonian” and “recommendations from friends” are the most used sources of information for cultural events and opportunities (37% and 36% rely on them a “great” deal).
- “Ticket prices” and “time or scheduling” deter people from attending more events (47% and 40% respectively).
- Participants prefer to attend cultural events in their community or neighborhood rather than traveling some distance (61% vs. 12%), however, respondents are willing to travel and some will travel great distances.
- Two of every three respondents are most likely to travel to Downtown Portland to attend events (67%).
FUNDING OPTIONS
- Just over two-thirds are not aware of the Percent for Art program (68%), yet support for the program is strong with 69% of respondents saying they either strongly or somewhat support it.
- A majority of the respondents also support encouraging private businesses to participate in the Percent for Art program (69%).
- Nearly two out of three respondents support adding an arts and culture component to other community program budgets (65%).
- While most are unlikely to open a new credit card that supports the arts and culture community (70% somewhat or very unlikely), 23% are likely to, increasing to about one third among those currently involved in arts and culture.
- About one-third of the respondents say they are “likely” to make voluntary contributions for arts and culture through payroll deductions (32%).
ART EDUCATION
- A majority of the participants find great value and importance in having a strong arts program in the public schools.
- Nearly all agree arts and culture are an essential part of a child’s education (95% agree, strongly or somewhat).
- Music (82%), drama and theater (52%), as well as arts and crafts (42%) are perceived as the three most important art disciplines.
- Nearly half of the respondents think public schools educate students about art “poorly” (48%). Only about one-quarter think the schools educate the students “well.”
- The largest percentage of participants think the schools should be responsible for arts education and the associated costs (44%).
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CONCLUSIONS
Perceptions
In general, arts and culture are perceived as valuable and important to a large majority of the voters in the region. Arts and culture are also seen as an essential component of growth and development in Portland area communities.
The respondent’s education level is a great indicator of how arts and culture are perceived. Those with higher levels (four-year degrees, and especially post-graduate degrees) place more importance and voiced greater support for arts and culture.
Residents of Multnomah County also tend to value and support arts and culture to a greater extent than the other Counties. Surprisingly enough, Washington County, despite its high education level and income, tends to value and support arts and culture to a lesser extent than either Clackamas or Multnomah County.
Funding Support
Governmental funding sources are widely favored by the respondents. Support wanes when the respondents are asked if they would personally contribute to arts and culture in the forms of opening a new credit card or taking a payroll deduction that would provide funds to arts and culture.
About one quarter of the respondents support arts through personal donation of money and about one-fifth donate time. Nearly three-quarters show their support through single ticket purchases and one-sixth through season ticket purchases.
Just less than one-quarter of respondents like the idea of the affinity credit card. This number increases to one-third in those who are involved in arts and culture (those who donate time or money, and those who encourage others to support).
Arts and Culture Consumption
Downtown Portland is the most popular place to attend arts and culture events. The respondents are most likely to travel downtown or remain in their communities for events.
Most respondents, while saying they are wiling to travel some distance, are hard-pressed to travel through downtown Portland to the opposite side of the metro area. However, arts consumers from throughout the region will travel to Downtown including the Pearl District. The river tends to be the dividing line. Respondents from the west side of the river usually stay on the west side and those from the east side tend to stay on the east side. Traveling north or south on the same side of the river seems to be no trouble.
Arts and Culture Education
Arts and culture are believed to be an important and necessary part of a child’s education. The respondents tend to think responsibility to educate and pay for art education falls either upon the school or everyone: parents, school, and the arts community.
Just under half of the respondents think the schools are doing a “poor” job of educating students. Advocates say the school’s first priorities should be music, drama and theatre, and arts and crafts.
To Download Five Key Findings (pdf),  click here.
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