Comprehensive Impact Analysis of The Freeman Stage

PROJECT SYNOPSIS

Driven by ticket sales, contributions, and spending by visitors to Sussex County for performances, The Freeman Stage now supports more than $9 million in annual spending across the Sussex County economy. The Freeman Stage’s nearly $5 million annual budget spurs direct spending by visitors to Sussex County of approximately $1.4 million annually, with this activity resulting in ripple effects of approximately $3 million in sales and $1 million in wages across businesses in the county. As of 2018, each dollar The Freeman Stage spends results in $1.89 of economic activity in Sussex County.

As listed in Table 1, more than half of this activity represents new money that would not otherwise be in Sussex County without The Freeman Stage and its programming. The $4.7 million in net annual impacts on output in Sussex County represent sources such as tourists brought to The Freeman Stage from outside Delaware or residents who decided to stay home rather than spend their money elsewhere.

Since beginning performances in 2008, economic contributions and impacts resulting from The Freeman Stage have grown steadily from roughly $2 million in sales in 2008 to over $9 million in 2018. Cumulatively, the economic contributions and impacts during this 11-year period total nearly $58 million. Ticket sales and visitors are the primary drivers of increased impacts. Figure 1 projects a path of continued growth—with expanded impacts on the Sussex County economy—provided that construction of the Freeman Arts Pavilion allows for larger shows that appeal to both local residents and visitors.

Apart from economic impacts, this study revealed patrons of The Freeman Stage are a highly engaged group that recognizes the venue as a unique and highly valuable cultural asset for Sussex County and the region. A survey of approximately 15,000 ticket buyers yielded a 15 percent response rate—favorable for studies of this kind—with nearly 90 percent agreeing or strongly agreeing that The Freeman Stage “provides arts and cultural entertainment that would be missing otherwise.” Further, more than 80 percent of respondents agreed or strongly agreed that “The Freeman Stage creates opportunities for positive social interactions in the community,” “enhances the sense of community in southern Delaware,” and “increases awareness of and participation in the arts.”

Particularly important for a rapidly growing region, The Freeman Stage provides access to arts and cultural activities for Sussex County residents drawn from all age groups and economic strata, with participants in this study citing diversity of reach as a hallmark of The Freeman Stage programming. As part of The Freeman Stage’s Arts Access Initiative, which seeks to provide everyone—regardless of their financial status— with access to the arts, more than 40 percent of The Freeman Stage’s performances are free to the public. Further, the Arts in Education program serves K-12 students throughout the year, with more than 20,000 students reached during 2018. With growing evidence of the broad educational value of exposure to the arts, this initiative of The Freeman Stage may prove to be its most significant and long-lasting impact to the Sussex County community.

The first 11 years of performances at The Freeman Stage have brought steadily increasing economic activity and impact levels, along with an ever-broadening program reach—both to underserved communities in Sussex County and to the surrounding region. With the prospect of expanded programming associated with the Freeman Arts Pavilion, the impact and reach of The Freeman Stage is likely to continue on a positive trajectory. In summary, the economic and non-economic analyses conducted for this study provide conclusive support for asserting that The Freeman Stage has stamped itself as a destination for cultural tourists; a source of considerable economic activity for Sussex County; and a significant educational and quality of life asset for area residents of all ages and backgrounds.