Connecting Young Professionals to the Arts

Communities around Indiana are taking notice of Young Professionals and trying to put a halt to the brain drain that so many areas are experiencing. The trend is that children are raised and obtain an education within the state, then leave to find a community that seems more attractive to them. Frank forums and intensive studies have been held in the past year to get into the mind of these Generation Xers and what they consider when choosing a place to live. Arts, culture, and connectivity are among the factors most commonly considered.

Initial findings from a research initiative undertaken by the Arts Council of Indianapolis was the focus of a forum this week in Indianapolis. The research focuses on helping area arts organizations better understand the programming, formatting and marketing necessary to attract younger audiences.

An observation by Rebecca Ryan of Next Generation Consulting was that there are two types of arts appreciators, the initiators and the responders. The initiators are the ones who pride themselves on being "in the know" in the local arts scene. The responders typically take the advice of the initiators, so why aren't we marketing to and sending out personal invitations to these initiators?

The young professional panelists emphasized their love and dedication to the city and concluded that the need was not to change the face of the arts, but instead to change people's opinion of the arts. One step they are taking towards that goal is the creation of Indy Hub, an organization striving to become "a one-stop-shop that provides that access and information about all the great things that make Indianapolis our home".

More on the Indianapolis Area Study

The Bloomington Area Arts Council recently participated in an Americans for the Arts' Emerging Arts Leaders Creative Conversation. One of the conclusions was that the city was trying to adapt to the models of other communities instead of creating their own. Also discussed was the conflicting opinions of the role of art in Bloomington. The majority of the under 40 participants asserted that they were drawn to the area because of the small town, supportive, artistic atmosphere, which is why they didn't choose to live in a large city. Others felt that the arts should lead the charge in a creative and economic renewal of the entire community.

More on the Bloomington Area Creative Conversation

Bend Area Service/Sports/Social Club, a young adult networking club Northern Indiana, administered a Quality of Life survey in 2004. The results indicated a strong desire for young professionals to feel welcome and involved in their community. The survey indicated job opportunities and proximity to family were more important then other factors such as cost of living, geographic location and climate. The following disadvantages of the area were listed: lack of Social/Entertainment options, lack of Job/Career opportunities, and weather. Advantages included access to higher education, general atmosphere, sporting events, influx of students from the local colleges, and cost of living. As with other conversations around Indiana, the need to define and enhance the community image was cited.

More on the Northern Indiana Survey

A resounding factor in these forums and surveys is the need for networking in order to draw young professionals to the arts. The arts experience is being considered by this age group to be a more compelling factor that the quality of art itself. In other words, in this age of internet and technology, personal invitations and grass roots campaigns are still the best way to bring in these audiences.

Edited by Robyn Kelly, Web Publications Manager: rkelly@iac.in.gov.
The IAC, a public catalyst, partner, and investor in the arts, serves the citizens of Indiana by funding, promoting, and expanding the arts. Funding is provided by the State of Indiana and the National Endowment for the Arts.