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How Vibrant Culture Attracts Top Talent

June 27, 2016 – The arts matter more than sports when it comes to attracting skilled workers. But businesses may not know it yet.

The Grand Theatre, in KingstonAccording to a Nanos Research survey commissioned by Business for the Arts and the Ontario Arts Council, businesses place less importance on the arts aspects of a community than skilled workers. On the other hand, businesses are more likely to think that sports facilities are important compared with skilled workers.

This disconnect is particularly manifest with theatre, plays and music concerts. 36% of skilled workers say theatre, plays and music concerts are important when it comes to what they look for in a city or community. However, only 16% of businesses believe they are important for people considering moving to their community to work for them.

A similar gap exists with arts and cultural events and festivals. 34% of skilled workers find them important, but only 25% of businesses think the same.

There is also a disconnect in the level of satisfaction with elements of a community. Businesses tend to overestimate how well the community provides what skilled workers think is important.

These findings strengthen the case for corporate and municipal investments in performing arts organizations and events.

Here are a few other survey highlights:

  • 65 per cent of businesses and skilled workers agree that a thriving arts and culture scene is a driving factor when considering relocation.
  • The skilled workers who agree that a thriving arts and culture scene is a driving factor are three times more likely more likely to say that theater, plays, and music concerts are important when it comes to what they look for in a city or community.

Read Culture for Competitiveness: How Vibrant Culture Attracts Top Talent

 

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