Arts Impact

The numbers tell part of the story. See the impact of the arts in our community.

The arts and creative sector is a measurable and growing part of Watauga County’s economy

Two women standing outdoors smiling with arms around each other, wearing matching blue shirts, under a large tree, with storefronts and parked cars in the background.
“Our community celebrates and embraces the arts, seamlessly blending creativity with our love for the outdoors. Outdoor concerts, festivals, artist markets, and other creative events fill our summer and fall calendars, with over 130 arts-related events and happenings taking place this summer alone. The arts are not only an anchor of our county’s identity, they are also an important economic driver. A 2026 study found that creative economy sales grew 22%, equating to more than $65 million; arts-related jobs increased 2.2%; and creative economy earnings rose 14.6%.”
— Amber Bateman, Executive Director

$82+ million generated

The creative sector, including artists, publishers, museums, and more, generated $65.2 million in 2026. See the full report below!

2026 Report

Arts and culture nonprofits alone generated $16.8 million in economic activity, according to a separate 2022 study. See the full report below!

2022 Report

Impact Breakdown

  • Total GRP Earnings

    $25,113,069

    Grew 14.6% from 2024 to 2025

    Leading creative industries include independent artists/writers/performers, book publishers, photography studios, art dealers, and graphic design services.

    Industry earnings are held by 78.2% white workers, and 21.8% BIPOC workers. Male workers held 42% of these jobs, while females workers made up 58%. The majority of creative jobs were held by workers ages 25-34 and 45-54.

  • Total Sector Sales

    $65,281,441

    Grew 22.5% from 2024 to 2025

    Leading creative industries include book publishers, independent art dealers, photography studios, and museums.

  • Craft Sector Impact

    Popular creative practices of Watauga County include fiber arts, clay, wood, metal, photography /videography, watermedia, and writing.

    Ornamental and Architectural Metal Work Manufacturing grew 15.7% in earnings in 2025, while Wood Household Furniture Manufacturing grew 9.7%. Musical Instrument and Supplies Retailers, Custom Architectural Woodwork, Jewelry and Silverware Manufacturing, and Pottery and Ceramics also appear in the county's creative economy.

Creative Economy
Impact Data

The Western North Carolina snapshot includes the 23 member counties of WNC Arts. Data from 40 core arts industries was gathered using the North American Industry Classification System (NAICS) to estimate industry activity, and the Standard Occupational Classification (SOC) System was used to identify 41 core arts occupations.

  • Download Data >

  • Download Data >

  • The Creative Economy was majorly impacted by the COVID-19 pandemic beginning in March 2020. Creative Industry Earnings in Western North Carolina grew 21% from 2015-2020, but declined 6% from 2020-2021.

  • The WNC Creative Economy was majorly impacted by Tropical Storm Helene in September 2024, stifling growth in the 4th quarter of 2024.

A man with a beard, wearing a green shirt and a blue cap, explains handcrafted knives to two young women standing on a sidewalk. The knives are laid out on a table covered with a green cloth, with some priced displays. A sign on the table reads 'Finish Steel Sets $15.' In the background, there are historic buildings, a woman passing by, and parked cars.
A group of five people standing in front of a graffiti wall, holding a large check for $16,500 from AARP made out to Watauga Arts Council, with a man in a light blue shirt on the right.
Infographic titled 'Impact of Arts & Culture Nonprofits in NC' showing statistics: 72,000 full-time jobs supported; $201.5 million generated revenue; 4.6 million volunteer hours; $20.1 billion economic activity; $1.18 billion spent by arts audiences; 109,525 volunteers. Icons include people, a government building, a clock, dollar bills, hands holding a heart, coins, and stacks of paper money.

The impact of the arts is significant in North Carolina…

Learn more at NC Arts