University of Wisconsin - Extension

MADISON, Wis.—Craftspersons and artists are at the heart of a vital creative economy in northwest Wisconsin. Although this specific creative “industry” is comparatively small, the potential for broader regional growth may not be. A recent University of Wisconsin-Extension study finds that craftspersons and artists are an undervalued element of the rural creative economy.

“We are exploring a creative economy niche that some rural areas could build upon,” says Jerry Hembd, Director of the Northern Center for Community and Economic Development. “The study will help us focus on ways to support the work of existing craftspersons and artists, which may be a strategy that plays to rural strengths and advantages.”

Northwest Wisconsin has an abundance of natural, cultural, and other amenities said to attract and retain members of the creative class. The total economic contribution of craftspersons and artists is estimated to be over $30 million per year to the regional economy in northwest Wisconsin, according to the study.

Craftspersons and artists directly contribute over $20 million annually to the regional economy in direct revenue. Craftspersons and artists contribute an additional $4.7 million indirectly when they purchase goods and services necessary to run their businesses. Finally, over $6 million is contributed to the regional economy as a result of the household spending induced by these direct and indirect economic contributions. The total economic contribution of craftspersons and artists is therefore estimated to be over $31 million per year. Total earnings are estimated to be over $12 million annually.

“Craftspersons and artists often go largely unnoticed in rural regions. They can slip through the cracks in economic analyses,” says Andrew Dane, UW-Extension community resource development educator for Barron and Chippewa Counties. “They do not figure prominently in economic development strategies, nor are they seen as key economic players or contributors.”

The creative economy model of economic development offers the view that the more successful a region is in attracting and retaining creative workers, the better that region’s economy will perform. However, a majority of the research on the creative economy has focused on urban—not rural—areas. This new study sheds light on the characteristics, economic contributions, and educational needs of craftspersons and artists as core members of the rural creative economy of northwest Wisconsin.

The project was launched in 1999 when a group of artisans and producers organized Wisconsin’s Northwest Heritage Passage “to celebrate our heritage and showcase regional products that are handmade and homegrown.” They sought support from local governments and other organizations to document their contributions to regional community and economic development efforts. UW-Extension and UW-Superior funded the study and the Northern Center for Community and Economic Development provided leadership. The center, which is jointly supported by the UW-Extension and the UW-Superior, focuses on applied research and education in northern Wisconsin. Arts Wisconsin, then known as the Wisconsin Assembly for Local Arts, was invited to join the study team of UW-Extension faculty and student assistants that guided the project. The target population of the research project was expanded to eleven counties: Ashland, Barron, Bayfield, Burnett, Douglas, Pepin, Pierce, Polk, Sawyer, St. Croix and Washburn.

This research demonstrates that northwest Wisconsin has a vibrant creative industry in its craftspersons and artists. They are engaged in a broad range of creative activities. They are well-educated, experienced, and grounded in their communities. Among other findings, the study revealed that craftspersons and artists enhance the region’s attractiveness as a tourist destination.

“They help ‘brand’ the region as creative and innovative,” says Hembd. “Yet the findings show that they are not fully involved with local development organizations, especially chambers of commerce. They are often overlooked when it comes to business assistance, yet they may constitute a prime investment area for community economic development. The study highlights priority areas where such assistance is needed.”

To learn more about the study, visit the Northern Center for Community and Economic Development web site at http://www.uwsuper.edu/ncced/recent_publications/.