Research objective  The University of Massachusetts Amherst College of Humanities and Fine Arts undertook this research to assess economic impact of CHFA graduates, faculty and staff on Pioneer Valley/Western MA (Hampshire, Hampden, Franklin and Berkshire Counties) creative economy and to gather stories to further document this impact.

Methods  This report summarizes 389 responses to an online and mailed survey of CHFA alumni. The response rate was an impressive 28.6% from online surveys and 2% from mailed paper surveys. The Arts Extension Service developed and analyzed surveys. The Donahue Institute estimated the economic impact of CHFA alumni.

The Creative Economy  This study defines the creative economy broadly to include: commercial businesses -- that are not inherently creative, yet employ creative talent (e.g., manufacturers employing designers); nonprofit cultural institutions and creative businesses – that use artists’ creative ideas to produce creative goods and services (e.g., performing arts organizations, printers, and advertising firms); artists and creative workers – the creative workforce talent and source of creativity (e.g., designers, architects, writers, craftspeople, singers, etc); and the support systems – the infrastructure of education, funding, services, and public policies that help sustain creative industries, (e.g., arts councils, foundations, school art departments, and arts suppliers).

Relationship with the College of Humanities and Fine Arts

Year of Graduation  The largest cohorts of alumni graduated after 2000 (28%), in the 1970s (24%), in the 1990s (21%) or in the 1980s (16%). About 8% graduated in the 1960s and just 3% in prior years.

Graduates of UMass CHFA  Nearly all of the alumni who responded to the survey graduated from the College of Humanities and Fine Arts (95%).

Degrees Achieved  Nearly half of respondents (49%) graduated with a B.A. degree. Another 13% earned their M.A., while 10% earned an MFA or BFA. Doctorates accounted for 6% of alumni responding.

Major Course of Study   Consistent with enrollment trends, English was by far the most common major course of study reported by a quarter of respondents (25%). History majors are also well represented (16%). Other significant cohorts included: Studio Art, English MFA, Spanish, Music Education, Music, Theater, Studio Art MFA, Art Education, Art History, and French and Francophone Studies. Few other language or linguistics majors responded.

UMass Resources Used Since Graduation  The survey asked what UMass resources alumni used since graduation. Nearly three quarters of alumni (73%) reported attending cultural events presented by the University . Six in ten consulted UMass web site (61%) and over half used UMass library resources (54%). Just under half attended lectures, conferences, or symposia (47%) or sporting events (45%). Over a third consulted with UMass faculty (37%). Over a quarter (26%) reported attending UMass Continuing Education courses or workshops and slightly fewer attended individual academic classes (21%). Seventeen percent reported using alumni networks. Six percent reported no use of UMass resources after graduation.

General Comments  Many alumni thanked the College for asking their opinions and many expressed gratitude to the University, the College, or specific faculty for their education. “I am proud to be a graduate of the College of Humanities and Fine Arts.” Some complained that survey definitions of creative workers were too restrictive and that teachers and healthcare workers are creative as well. Many offered specific suggestions to improve the College, University, or its outreach. A very few complained about their experience at the University. Most comments are appreciative, “I appreciate your interest in listening to HFA alumni.”

Education and Cultural Influences

Learned Skills Associated with CHFA Education  The survey asked “What skills did your UMass College of Humanities and Fine Arts (CHFA) education provide (or enhance) that you find valuable today?” Over eight in ten alumni cited written communication skills (84%) and this was the most frequent response . Nearly three quarters cited verbal communication skills (73%). Other valued skills included: ability to research (69%), ability to value diversity (63%), ability to work effectively with others (61%), ability to innovate solutions (53%), and ability to formulate arguments (53%), and ability to persuade (47%). Over a third cited knowledge of foreign languages (35%).

Interest in Potential CHFA Services  CHFA alumni expressed interest in existing and potential services. A cultural events calendar is most popular with 86% of alumni indicating interest (53% very likely and 33% likely to participate). Over two thirds (68%) reported interest in networking with other creative professionals. This is in contrast to just 17% who reported in a previous question that they actually use UMass alumni networks. Over half are interested in Continuing Education courses (with 23% very likely and 29% likely to participate). UMass cultural trips and tours are of interest to 45% (with 19% very likely and 26% likely to participate). About a third are interested in retaining UMass interns (with 17% very likely and 17% likely to participate).

Influence of UMass Education on Career Decision  Most alumni reported that their UMass education influenced their career decision. Of these, 43% reported their education to be a major influence and 38% reported some influence. Another 11% indicated little influence and 8% cited no influence.

Influence of UMass on Pioneer Valley Residence Decision  Just under half reported that they would not be living in the Pioneer Valley if they had not attended UMass Amherst. Slightly more indicated they would have lived here anyway. For those whom the University influenced their decision to reside in the Pioneer Valley, about four in ten (42%) said the University was a major influence in that decision. Over a third (36%) reported some influence and just under a quarter (22%) said UMass had little influence.

Pioneer Valley Cultural Opportunities Influence on Residence Decision  The Pioneer Valley’s cultural opportunities were a major factor for 43% of alumni as they decided where to live. This is virtually identical to the University’s influence. Over a third were somewhat influenced by the Valley’s culture.

CHFA and Pioneer Valley Creative Industries

Alumni Professions in Creative Industries  Just over half (52%) of responding alumni reported that they work in creative industries . Independent artists, musicians, craftspeople, actors, writers, designers, and media arts professionals are the largest group living in the Pioneer Valley (14%). Nearly as many (13%) worked in the support system that sustains the creative sector (e.g., school art programs, arts centers, funders, and service organizations). Another 10% worked in nonprofits or commercial businesses that distribute creative products (e.g., museums, libraries, galleries, publishers, performance venues, theaters, bookstores, etc.). Nine percent worked in institutions that are not creative themselves, but employed creative workers (e.g., manufacturers that employ designers).Six percent worked in nonprofits or cultural organizations that produce creative goods and services (e.g., performing arts organizations, dance troupes, printing companies, recording studios, design studios, advertising agencies, architects, etc.). Nearly half (48%) did not work in the creative sector.

Alumni Occupations in Creative Sector  The survey also asked about specific occupations within the creative sector . Respondents could select more than one job, so the report notes numbers selecting each category, not percentages. Visual artists are the largest group of creative workers (46 alumni), followed by creative artists and writers (41, including entertainers and authors,) alumni working in information and cultural support jobs (32, e.g. advertising managers, librarians, sound engineers, radio technicians, etc.), and performing artists (29). Another group works in applied arts (26, architects, curators, editors, technical writers) or as craft artists (19). A significant group of “other creative workers” (65) are mostly teachers.

Alumni Contributions to Pioneer Valley Cultural Sector  The survey asked how CHFA alumni contribute to the cultural sector of the Pioneer Valley. Alumni contributions are extensive. Alumni teach and direct choruses. They are published writers, poets, and editors. Many own businesses. Many are professional artists, craftspeople, actors, or musicians. CHFA alumni sing in choirs, play in orchestras, and act in theaters. Several direct Valley nonprofit cultural organizations or serve on their governing boards. Some have founded well-respected arts organizations. Alumni volunteer, contribute cash, and buy tickets to events.

Amateur Artists or Writers  Nearly half of CHFA alumni responding (46%) are amateur writers or artists in any discipline.

Arts or Humanities Teachers  Over a third (39%) of alumni are arts or humanities teachers.

Teaching Artists  Fifteen percent of alumni are teaching artists.

Employment in Pioneer Valley Cultural Nonprofit Organizations  Fifty alumni (17% of respondents) are employed by nonprofit Pioneer Valley Cultural Organizations.

Governing Board Service for Pioneer Valley Cultural Organizations  Another 18% (62 individuals) served on the governing boards of Pioneer Valley Cultural organizations.

Financial Contributions to Pioneer Valley Cultural Organizations Nearly half (47%) of CHFA alumni make annual financial contributions to Pioneer Valley cultural organizations. The median annual gift is $250. The largest gifts are $25,000, which skews the average contribution to $975. Twenty individuals give over $1,000 a year to valley nonprofits. Cash contributions from 108 alumni donors total $105,000 annually.

Volunteering for Pioneer Valley Cultural Organizations Nearly a quarter (22%) of CHFA alumni volunteers for Pioneer Valley cultural organizations.

Hours of Volunteer Service  CHFA alumni volunteer from 50 hours (median) to 62 hours (mean) per year for cultural organizations in the Pioneer Valley.

Frequency of Cultural Event Attendance  Many CHFA alumni frequently attend Pioneer Valley cultural events. Over a third of alumni (38%) attend four to six times a year. More than a quarter (29%) attend monthly. Two in ten (21%) attend just one or two times a year. A small loyal group (8%) attends events weekly and just 4% do not attend at all.

Cultural Participation  Alumni report that they most frequently attend art museums and galleries, parks and historic sites, and fairs and festivals. Other frequent forms of cultural participation include: independent and art films, purchasing art or craft, and music. Community theater, professional theater, and classical music are popular. Alumni also attend literary readings, folk or world music, jazz music, science museums, children’s museums, and dance.

Demographics of Survey Respondents

Residence  Respondents are well distributed throughout the Pioneer Valley. Communities with the most replies are: Amherst (70), Northampton and Florence (40), Greenfield (14), Springfield (14), Holyoke (13), Belchertown (12), and Hadley (12).

Age  Respondents’ ages are well distributed. The largest age clusters are equally distributed among alumni who are 25 to 59 years old. Nearly a quarter were over 60.

Income  In all, 287 respondents reported their income (74%). The mean CHFA alumni’s 2007 income was $50,600 and the median was $45,000. The highest reported income was $300,000 and the lowest was zero. While we did not ask about retirement, eight volunteered that they are retired.

Ethnicity  Respondents are overwhelmingly white, non Hispanic (95%). Just 2% Hispanic, 1% African American, and 1% Asian alumni participated in the survey.

Gender  Two-thirds of respondents are female.

Researchers used definitions developed by Mt. Auburn and Associates, 2007, and standard job classification codes defined as creative workers by the New England Foundation for the Arts, “The Creative Economy: A New Definition., by Denatale and Wassall, 2007.

Percentages refer to proportion of respondents who cited each answer. The total exceeds 100% because the survey question allowed multiple choices.

Percentages exceed 100% because respondents could pick multiple options.

Using categories developed by Mt. Auburn Associates, 2007.

Researchers used standard job classification codes defined as creative workers by the New England Foundation for the Arts, “The Creative Economy: A New Definition., by Denatale and Wassall, 2007.