Creative Connections
The Value and Potential of the Houston Cultural Districts
In 2005, the Texas Legislature authorized the Texas Commission on the Arts (TCA) to designate Cultural Districts in cities across Texas. Today there are 52 Cultural Districts across Texas, seven of which are located in Houston, the most-state-designated Cultural Districts in any Texas city. The TCA defines Cultural Districts as special zones that harness the power of cultural resources to stimulate economic development and community vitality. The Cultural Districts are intended to become focal points for generating business, attracting tourists, stimulating cultural development, and fostering civic pride.
16 years after the program was established, the Houston Cultural Districts began meeting regularly to share concerns about preserving, strengthening, and sustaining their districts. They recognized that as a group they could work together to address these concerns and achieve common goals. In 2022, the Houston Cultural Districts received funding from Houston Endowment to undertake a collective visioning project, including an evaluation to better understand the collective quality of life and economic impact their Districts make on Houston.
Together, the Houston Cultural Districts represent a broad cross-section of the diverse neighborhoods and arts experiences that make Houston so unique. While each has a distinct identity, operating structure, function, and goal, each Cultural District uses art as a tool to educate, inspire, and improve quality of life while supporting their community and Houston’s economy.
5TH WARD CULTURAL ARTS DISTRICT
ARTS DISTRICT HOUSTON
EAST END CULTURAL DISTRICT
MIDTOWN HOUSTON CULTURAL ARTS AND ENTERTAINMENT DISTRICT
HOUSTON MUSEUM DISTRICT
THEATER DISTRICT HOUSTON
THIRD WARD CULTURAL DISTRICT
What Are the Seven Houston Cultural Districts?
Houston’s Cultural Districts (HCDs) collectively represent a cross-section of the diverse neighborhoods and arts experiences that make Houston unique. While each district has its distinct identity, function, and goal, all of them utilize art and culture to educate, entertain, and enhance the quality of life. Moreover, they play a crucial role in supporting our community and city economy.
Collectively the Cultural Districts share a desire to preserve, strengthen, and sustain their districts. This, in turn, will attract investment, economic growth, and creative/cultural engagement — not only to the Cultural Districts, but for the arts across Houston.
KEY FINDINGS
Cultural Vibrancy
Houston’s diverse arts and cultural scene is regarded as one of the city’s chief offerings, and the Houston Cultural Districts contribute significantly to its cultural vibrancy. The Districts cultivate a broad array of arts and cultural experiences that span disciplines, cross public and private spaces, feature artists from the neighborhood, and artists from across the globe. They increase arts and cultural awareness and introduce visitors to new ideas, important histories, and cultures they have never experienced before, uplifting the city’s innate creativity and preserving the cultural legacy of its layered history
HOUSTON CULTURAL DISTRICT ASSETS INCLUDE:
The Houston Cultural Districts cultivate a rich and diverse array of arts and cultural experiences
Arts and Culture Nonprofits
Arts and culture nonprofits in the Houston Cultural Districts produce and present a substantial, diverse array of programming annually. The size of these organizations varies, and disciplines span the visual and performing arts. More than 30% of nonprofits report a multi- or interdisciplinary focus. All of these organizations make invaluable contributions to Houston’s diverse fabric of arts and cultural offerings.
Annual operating budgets of nonprofits:
- 30% Less than $250,000
- 24% $250,000 to $999,999
- 26% $1,000,000 to $9,999,999
- 11% $10 million and above
Annual programming by district nonprofits includes:
- Arts and Culture Experiences
- 376 Performing Arts Productions
- 214 Visual Art Exhibitions
- 278 World Premieres
- 206 Commissioned Works
- 70 New Public Art Installations
- 56 Festivals
- Artist Engagement
- 3752 Artist Engagements
- 123 Grants Distributed
- 62 Artist Residencies
- 42 Fiscal Sponsorships
- Education
- 233,704 K-12 Students Served
- More than 65,000 Hours in Schools
- 1,641 Field Trips
- 204 In-School Programs
In addition to the programming above, Cultural District nonprofits present and support work by individual artists and small- and mid-sized nonprofits from the greater Houston area, evidenced by the number of Residencies and Fiscal Sponsorships they provide. For example, Houston Theater District’s Jones Hall, Wortham Theater Center, Alley Theatre, and Hobby Center for the Performing Arts present work by nearly 30 small- and mid-sized companies annually. In Midtown Houston Cultural Arts and Entertainment District, MATCH (Midtown Arts & Theatre Center Houston) has presented 4,500 performances by more than 500 small- and mid-sized organizations and individuals since opening in 2015.
The Houston Cultural Districts foster creativity, well-being, and arts and cultural appreciation
Survey responses and reflections from local, regional, and national Cultural District visitors illuminate clear themes about why people value their experiences in the Houston Cultural Districts.
Houston Cultural District experiences inspire and spark creativity.
82% of surveyed Cultural District residents and visitors feel inspired to live their lives more creatively as a result of Cultural District participation.
HOUSTON CULTURAL DISTRICT EXPERIENCES INSPIRE ME TO LIVE MY LIFE MORE CREATIVELY
4.2
“Being here reminds me there’s creativity in every one of us.”
“The synchronized dance was something both my wife and I loved… As we were waiting for our car on the valet – my wife did the dance and a few others joined her… Keep being BOLD!”
“I’m reminded how many people around me are creating beautiful things everyday.”
“Being here makes me realize the wonders that humans can create. Wonderful!!!”
“It’s an avenue to create inspiration or ideas for me after feeling dry or bored in daily life.”
Houston Cultural District experiences promote joy, peace, and well-being.
82% of surveyed Cultural District residents and visitors feel inspired to live their lives more creatively as a result of Cultural District participation.
HOUSTON CULTURAL DISTRICT EXPERIENCES INSPIRE ME TO LIVE MY LIFE MORE CREATIVELY
4.3
“Being here makes me realize I enjoy the little things in life. The beauty of color, the simplicity of hearing music, and the feeling of a cool breeze.”
“[Music is] great for your mental health: you can relax and allow the music to wash over you – visualize your cares floating away on the notes … Music is good for the soul!”
“Culture is an important part of my life. It gives me pleasure, peace, good moments and food for my soul!”
“The staging and the quality of the artists made me forget the traffic of Houston and a hectic beginning of the year.” “Time spent outdoors, browsing art, listening to live music with family & friends is good for the soul.”
“Attending these helps balance the stress and difficulties of the big city.”
Houston Cultural District experiences increase cultural awareness.
89% of surveyed visitors report increased appreciation for different cultures as a result of Cultural District experiences.
VISITING THE HOUSTON CULTURAL DISTRICTS INCREASES MY APPRECIATION FOR DIFFERENT CULTURES
4.3
“We are all here to celebrate culture. Something beautiful.”
“Being here makes me realize Houston’s Hispanic culture is very rich and diverse. It’s also very close-knit and full of supportive community members.”
“Came to watch one play but saw multiple cultures and styles in art.”
“I feel a sense of community … historic history blended with new: multi-culturally rich.”
“My soul is fed by art and theatre. They provide a window into viewing the world from different perspectives.”
“It gives people the opportunity to build bridges and close the gaps of misunderstandings about our heritage and cultures.”
Houston Cultural District experiences increase appreciation for the beauty, diversity, and quality of artistic and cultural expression in Houston.
“The students often say they don’t like that kind of music, but when they left this concert all they wanted to do is return the following year. This is a great opportunity for them to grow in their musical lives.”
“Being here reminds me that art is beautiful! And that creatives are beyond amazing.”
“One of the best musical performances I’ve ever seen. It exceeded my expectations a hundred times over!” “Being here makes me realize that art is subjective and everyone’s art can be pretty.”
“There are so many talented artists in Houston!”
The Impact of the Cultural Districts
This project engaged residents, business owners, artists and visitors to gather their insights on the Cultural Districts of Houston. While every person had something slightly different to say, the big takeaway was clear: the Cultural Districts enhance the cultural and economic vibrancy of the city of Houston, while serving as places where friends, family and visitors come together and connect.
ECONOMIC DEVELOPMENT
The Houston Cultural Districts contribute to the ECONOMIC DEVELOPMENT of Houston by:
- Generating new business opportunities and revenue streams for District nonprofits, businesses, artists, and cultural practitioners
- Supporting the financial sustainability and growth of District nonprofits, businesses, artists, and cultural practitioners
- Attracting neighborhood development
- Some Key Stats:
- In 2022, the Districts generated $8.6 million in local sales tax and $6 million in state sales tax
- In 2022, Houston Cultural District nonprofits totaled $503.8 million in annual expenditures
- Cultural District nonprofits sustain 4,100 full-time equivalent jobs
- Taxable revenue from Texas’ arts and culture industry has increased by 30% over the last 10 years
- 60% of nonprofit survey respondents reported increased access to funding as a result of being located in a Cultural District
CULTURAL VIBRANCY
The Houston Cultural Districts contribute to the CULTURAL VIBRANCY of Houston by…
- Cultivating a rich and diverse array of arts and cultural experiences
- Attracting visitors and increasing access to arts and culture for the people who live, work, or play in Houston
- Fostering creativity, well-being, and arts and cultural appreciation
- Celebrating neighborhood creativity, preserving cultural legacy, and safeguarding local arts and cultural ecosystems.
- Some Key Stats:
- 84 arts and culture nonprofits, 47 for-profit arts businesses, 28 parks, 17 heritage sites, and more than 400 artist studios across the seven districts.
- 11.2 million annual visitors
- Nearly 600 annual productions and exhibitions within the districts
- More than 230,000 K-12 students engaged annually by district member programming
- In conversation residents reinforced the value of the arts: “Being here makes me realize how art makes Houston a better place to live!”
COMMUNITY COHESION
he Houston Cultural Districts contribute to the COMMUNITY COHESION of Houston by:
- Gathering friends and families Fostering civic pride and engagement
- Building connections within Houston’s arts and culture sector
- Catalyzing mutually beneficial cross-sector collaborations
- Some Key Stats:
- 62,700 Houstonians live in a Cultural District
- 88% of surveyed District residents shared that they are more likely to invite friends and family to their neighborhood because they live in a Cultural District
- 14,000 Houstonians volunteer at District nonprofits annually
- 78% of surveyed visitors felt more invested in Houston’s future as a result of Cultural District experiences
- 80% of surveyed nonprofits reported a stronger sense of community as a result of Cultural District participation
Ecosystem Needs: Creators
INSIGHTS FROM RESEARCH & STAKEHOLDER DISCOVERY
Currently many artists cannot afford to live and work in Houston: as of 2021 the majority of renters in the city are cost-burdened1 and 54% of artists surveyed for this project do not have access to the space they need to move their creative practice forward.
Artists and creatives in Houston perceive significant barriers to growing their practices, and in particular view accessing grants as a time consuming process where resources often go to a recurring group of “insiders.”
Stakeholders frequently spoke of the challenges of running arts enterprises — the pressures felt by businesses and orgs, the desire for increased opportunities to sell and exhibit, and the sense that citywide lack of awareness of the arts and cultural offerings in Houston is limiting the potential for widespread audience engagement.
Respondents reflected passionately about the importance of youth education, highlighting great work that is happening with nonprofits, but also desire for more standardized opportunities for the next generation to learn and be inspired.
Creators: Artists and creatives who have the resources to live, create, and prosper
“We use art to express ourselves, not words. I see many missed opportunities because of the hoops we go through trying to apply for grants! Hopefully there is an easier way in the near future or access to someone who helps us directly write the grant.”
“Multiple, long lasting funding opportunities that allow for littleknown or emerging artists and culture-makers to thrive are essential to any vision of Houston’s future.”
“If artists can afford to live, they can afford to create.”
Ecosystem Needs: Experiences
INSIGHTS FROM RESEARCH & STAKEHOLDER DISCOVERY
There is broad agreement that Houston is rich with cultural assets (including museums, performing arts venues, historical neighborhood-based organizations, and more) and also that the city has struggled to convert those assets into widely-known and accessible experiences.
Respondents discussed the role of events and festivals at catalyzing arts and cultural tourism and bringing people together. While Houston has festivals, there is not one at the scale of SXSW or Art Basel, which have established and reinforced Austin & Miami as cultural arts destinations.
Stakeholders noted that the larger institutions have broadened their efforts at outreach, representation, and engagement, but that there were still opportunities for increased inclusivity in all arts programming– via thoughtful outreach, reduced financial barriers, and improved accessibility via better parking or transit solutions.
Many people celebrated the murals throughout the city, but expressed desire for multidisciplinary art to be more deeply integrated into public spaces and green spaces.
Respondents spoke of an opportunity to establish neighborhood identity through creative placemaking and placekeeping, featuring art that is reflective of cultural histories while putting guardrails in place to mitigate displacement.
Experiences: Accessible arts and cultural experiences that create a sense of place and reflect the city’s diversity & vibrancy
“I envision a future where the art reflects the cultural diversity of Houston’s population, supporting not just black and white artists but also Asian, Latin and Middle Eastern artists included in the most diverse city in America.”
“I would like to see activities that promote the arts and culture including proposals that are historically relevant but also experimental and contemporary. I would like to see that identity is woven and built, and not just represented in a static way.”
”We tend to wash away the sense of place in Houston”
Ecosystem Needs: Connection
INSIGHTS FROM RESEARCH & STAKEHOLDER DISCOVERY
The current arts and cultural ecosystem in Houston is fragmented – and suffers from a lack of effective coordinating mechanisms and information channels.
Individual entities or districts will often have information on events and exhibits, but there is no single place to go to find compiled information on cultural activities or opportunities to connect.
While the sector has spent important time focusing on appropriate and equitable distribution of the current pool of public funding (HOT funds), there is agreement that moving forward there is a need to pair equitable distribution with an effort to ‘grow the pie,’ and that this will require sustained coordination.
Stakeholders are seeking structures that simplify how to navigate opportunities in the arts and cultural space and provide opportunities for purposeful partnerships and collaboration.
There is a need for regular research, monitoring, and evaluation to identify and validate sector needs and elevate goal achievement.
Connection: A connected arts and cultural ecosystem with sustainable funding, infrastructure, and strong institutions
“I don’t know that Houston has the right megaphone for the complexity and diversity of art that exists here.”
“We rarely get together. I hope to see a bit more connectivity and collaboration, which is one thing the arts district could be facilitating.”
“Art and culture bring the neighborhood together and have the potential to preserve cultural forms unique to our part of the city even as gentrification threatens to erase it. Creative expression is an antidote to violence, including the violence of gentrification, poverty, incarceration, and displacement.”
– East End Resident
key findings:
Community Cohesion
Across data collection activities, Cultural District participants share how the activities and offerings of the Houston Cultural Districts contribute to their sense of community by building relationships and connectivity through arts and culture. As one District Resident shared: “Arts and culture are important because it creates a community value, a sense of belonging to the community.” The Houston Cultural Districts gather friends and families, foster civic pride and engagement, build connections within Houston’s arts and cultural sector, and catalyze cross-sector collaborations.
The Houston Cultural Districts gather friends and families.
Meaningful experiences with friends, neighbors, and loved ones were a core benefit of Cultural District experiences cited by visitors and residents. Residents, in particular, noted the social benefits of Cultural District participation. “We gather a lot at the institutions. You know, the museums, they’re our friends, they’re also our neighbors. We are really, really fortunate to have a very tight-knit community” shared one Museum District Resident. 88% of surveyed District residents shared that they are more likely to invite friends and family to their neighborhood because they live in a Houston Cultural District, and 71% of visitors reported spending more time with friends and family as a result of attending Cultural District experiences.
“Being here makes me realize how blessed I am to have my perfectly imperfect family.”
“Being here makes me feel loved & fulfilled in my friendships”
“Three generations attended the performance. I was especially pleased to introduce my granddaughter to this artform. It was a positive experience for all.”
“I value time with my mother! I’m glad we enjoy similar things, like art festivals!”
“Art and culture is important because I get to see my neighbors!”
I AM MORE LIKELY TO INVITE FRIENDS AND FAMILY TO MY NEIGHBORHOOD BECAUSE I LIVE IN A HOUSTON CULTURAL DISTRICT
4.4
I SPEND MORE TIME WITH FRIENDS AND FAMILY BECAUSE I ATTEND CULTURAL DISTRICT EXPERIENCES
3.9
Cultural District visitors reported a stronger sense of community as a result of Cultural District participation. Data shows that Frequent Cultural District visitors (six or more annual visits) were 28% more likely to report a stronger sense of community than infrequent visitors (one to two annual visits, respectively). This trend is echoed in visitor responses for several indicators of Cultural Vibrancy and Community Cohesion.
I HAVE A STRONGER SENSE OF COMMUNITY BECAUSE I PARTICIPATE IN CULTURAL DISTRICT ACTIVITIES
Frequent Vistors
4.0
Occasional Vistors
3.9
Infrequent Vistors
3.7
The Houston Cultural Districts foster civic pride and engagement
“Being here makes me feel inspired & proud to be a Houstonian”
“We are lucky to have so much talent and so many performances in Houston. Grateful.”
“Being here makes me realize how art makes Houston a better place to live!”
“My neighborhood is a cool place to live!”
“It’s wonderful to have such a world-class organization within a 40-minute drive of home.”
I AM PRIDEFUL OF HOUSTON ARTS AND CULTURE
Frequent Vistors
4.5
Occasional VisItors
4.3
Infrequent Vistors
3.9
AM MORE INVESTED IN HOUSTON’S FUTURE
Frequent Vistors
4.1
Occasional Vistors
4.0
Infrequent Vistors
3.9
In addition to inspiring a sense of pride, the Houston Cultural Districts provide opportunities for interested participants to engage in acts of service and advocacy. One District visitor who indicated that art and culture were “Very Important” to their well-being stated, “I am a proud volunteer at the Alley Theatre.” More than 14,000 Houstonians volunteer in Houston Cultural District nonprofits annually. In February of 2023, the Houston Cultural Districts in partnership with Houston Arts Alliance collaborated to host bus transportation to and from the annual Texas Arts Advocacy Summit. Nearly 100 interested advocates from across the Districts traveled to and from Austin for a day of learning, connectivity, and advocacy.
The Houston Cultural Districts build connections within Houston’s arts and culture sector
ARTS + CULTURAL NONPROFITS ARE CONNECTED TO EACH OTHER
ALL NONPROFITS
3.9
NONPROFITS IN INSTITUTION-FOCUSED DISTRICTS
4.2
In addition to fostering strong interdistrict connections, Theatre District Houston has targeted programming efforts toward cultivating deeper relationships with performing arts organizations across Houston and heightening awareness for the greater community. Houston Theater Week, which celebrated its inaugural year in 2022, is a large-scale collaboration between local theater and performing arts groups that present more than 200 performances and live shows at the best available ticket prices. Theater Week was successful in various ways. In 2022, Houston Theatre Week offered 107 shows and reported a combined revenue of $572,223 from 17,594 tickets sold.
80% of nonprofit respondents reported a stronger sense of community as a result of being located within a Houston Cultural District. Nonprofit organizations located in Heritage-Focused Districts report higher-than-average benefits in this area.
NONPROFITS HAVE A STRONGER SENSE OF COMMUNITY
All Nonprofits
4.1
NONPROFITS IN INSTITUTION-FOCUSED DISTRICTS
4.8
77% of nonprofit respondents reported they were better able to advocate for their needs as a result of being located in a Cultural District. A nonprofit leader in Third Ward shared: “Collaborating with artists and arts communities allows us to reach broader audiences, advocate for shared resources, and evolve our communities with input from the residents.”
NONPROFITS ARE BETTER ABLE TO ADVOCATE FOR THEIR NEEDS
3.9
The Houston Cultural Districts have demonstrated that they are well-positioned to build connections that strengthen the sector as a whole. Over the last 10 months alone, the Houston Cultural Districts brought together more than 100 diverse sector voices through a series of focus groups, interviews, and convenings to discuss systemic challenges and common needs. In addition, the Houston Cultural Districts led Houston’s arts and culture sector by hosting a Mayoral Forum for Art and Culture in June of 2023. The event was attended by nearly 500 individuals and welcomed all seven leading Mayoral candidates who participated in a discussion about their standing and interest in the future of arts and culture in Houston.
key findings:
Economic Development
Data shows that the Arts and Culture Industry, and Cultural Districts themselves, make significant contributions to state and local economies. This section compiles existing research on the impact of the Arts and Cultural sector on the state and local economy, demonstrates ways this economic activity plays out across the Houston Cultural Districts, and highlights the economic benefits organizations, businesses, and individuals experience by contributing to and participating in the Cultural Districts.
The U.S. Bureau of Economic Analysis reports that Arts and Cultural Production accounts for $56.7 billion and 2.8% of the Texas economy, ranked 5th among comparison sectors. Core arts and cultural industries, which include Houston Cultural District nonprofits and for-profit arts businesses, generate $11.9 billion in Value Added to the Texas economy. Taxable revenue from Texas’ core arts and culture industry has increased by 30% over the last 10 years. In 2021, the industry generated $6 billion in taxable sales, totaling nearly $380 million in state sales tax revenue.1
In 2022, Houston’s arts and cultural organizations generated $1.1 billion in Value Added, $11.8 million in local sales tax, and $8.1 million in state sales tax. Houston Cultural District nonprofits alone total $503.8 million in annual expenditures and generated $8.6 million in local sales tax and $6 million in state sales tax in fiscal year 2022.
Houston is the 8th-largest cultural employment base in the country, employing over 31,000 Houstonians in the arts and entertainment field. Cultural District nonprofits sustain 4,100 full-time equivalent jobs, roughly a 14% share of the city’s cultural employment.
A case study published by Texas Cultural Trust reports that $542,000 in Cultural District Project Grant funding generated $52.3 million in economic activity, a 2 TO 1 RETURN ON INVESTMENT IN STATE TAX REVENUE. One example highlighted in the report is a $130,000 grant from the Cultural District Project Grant Program in support of Houston Ballet’s 2022-23 production of The Nutcracker. The production generated $14,774,918 in economic activity and $296,086 in tax revenue.
The Districts have come together for the first time to create a shared vision and strategy to increase the connection, visibility, and sustainability of arts and culture in Houston.
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