To better understand the importance of arts and culture assets to our city's visitor industry, Choose Chicago commissioned a research study to further develop its understanding of cultural travelers.
The study focused on those from Chicago's largest feeder markets, with its main objectives to:
In June 2013, this survey was conducted online by collecting a sample of 400 cultural travelers in regional, national, and international feeder markets for a total sample of 4,000.
What the study revealed was that while Chicago has a wealth of active creative and cultural assets, it is not capturing the full opportunity for economic impact these sectors present: what assets are available, how to position them, and how to promote them to maximize spending. Choose Chicago has partnered with the Civic Consulting Alliance to develop a positioning strategy to leverage our cultural assets, to ultimately promote Chicago as a global cultural destination.
Phase I of this project focused on understanding the current state of Chicago's cultural assets through the creation of a comprehensive inventory by sector: architecture, culinary, dance, film, history, literature, music, fashion & neighborhood shopping, parks & recreation, science & nature, theater, and visual arts. Findings revealed 500+ city parks, 26 miles of lakefront, 9 historic parks, over 360 historic landmarks, over 220 dance companies, over 200 theatre companies, over 200 presenting stages, and over 225 music venues. Phases II and III of this project will determine target segments, a positioning strategy, and promotional tactics.
At the July 18 partner event announcing the survey results, Melissa Cherry, VP of Cultural Tourism & Neighborhoods, and team also presented 12 Things to Know about Chicago's Arts & Culture Scene. Highlights to mark on your calendar for this fall include: