Economic &
Social Impact
The nonprofit arts and culture sector plays a vital role in Norman’s economy.
Local Economic Footprint
The nonprofit arts and culture sector plays a vital role in Norman’s economy. In 2023 alone, it generated $36.1 millionin total economic activity. This includes $11.6 millionin spending by nonprofit arts and culture organizations and an additional $24.5 millionin event-related spending by their audiences.
This thriving sector supports 596 local jobs, contributes $21.3 millionin household income, and generates $6.4 millionin tax revenue for local, state, and federal governments. This data comes from the AEP6 study.
What is the AEP6 Study?
Arts & Economic Prosperity 6 (AEP6) is Americans for the Arts’ sixthnational study of the economic and social impact of the nonprofit arts and culture industry. Recognized as the largest and most inclusive study of its kind, AEP6 documents the contributions of 373 communities and regions across all 50 states and Puerto Rico. By combining national research with local participation, the study shows how nonprofit arts and culture organizations strengthen communities through economic activity and social value.
The Norman Arts Council has participated in the last two study cycles, ensuring that Norman is included in this national analysis. As a result, the local findings are especially meaningful: they represent the work of participating organizations, their role within the nonprofit arts and culture ecosystem, and their measurable economic and social impact in Norman.
Building Community
Arts and culture are more than economic drivers—they are essential to creating vibrant and livable communities. They beautify our cities and towns, bring joy to residents, and celebrate the rich diversity of cultural expressions and traditions.
A thriving arts scene fuels creative capital—cultivating places where people want to live, work, and grow. It sparks innovation, attracts entrepreneurs, and strengthens local businesses and nighttime economies. Shared cultural experiences deepen community pride and belonging, making Norman not just a destination, but a place to call home.
84% of audience survey responders said they "would feel a great sense of loss if this activity or venue were no longer available.”
Driving Tourism
In 2023, Norman’s vibrant arts scene attracted 750,000 attendees, including 216,000 non-local visitors drawn by events such as 2nd Friday Art Walk, Norman Music Festival, Jazz in June, Sooner Theatre productions, and the Summer Breeze Concert Series.
That strong cultural tourism presence delivers meaningful benefits to the community, with nonresident attendees spending an average of 87% more per person than local attendees—$49.36 compared with $26.37—boosting revenue for local businesses.
When asked, 88.9% of those nonlocal attendees reported that the primary purpose of their visit was “specifically to attend the performance, event, exhibit, venue, or facility” where they were surveyed.
Powering Arts
Volunteers have an enormous impact on the community, contributing the time and expertise that help arts and culture organizations operate as a vital industry. In 2023, 2,602 volunteers contributed 80,375 hours to Norman’s 31 participating arts and culture organizations—an in-kind donation valued at an estimated $2.2 million.