The arts contributed $8.9 million to Watsonville’s economy, according to a Santa Cruz Sentinel report

Young dancers twirl their skirts as they rehearse for their Cinco de Mayo performance at the Watsonville Center for the Arts, which opened last year. (Allison Garcia – contributed)

WATSONVILLE – Watsonville’s status as an arts-friendly city continues to grow, according to the Arts Council Santa Cruz County’s latest Arts and Economic Prosperity Report, presented at Tuesday’s Watsonville City Council meeting.

The report was the nonprofit’s first specifically for Watsonville and highlighted how the city’s arts programs and events have impacted the local economy. Findings include: Organizations and audiences contributed a total of $8.9 million directly to local economic activity, 114,978 people attended local events, $484,257 was generated in local tax revenue, 175 people were employed by arts-related organizations and events, and the Audiences spent $2.3 million on events, not counting entrance fees.

The report was presented by Arts Council Deputy Director Mireya Gomez-Contreras, who highlighted the importance of the arts in a community.

“Art is not just a beautiful thing,” she said. “They are an essential part of our economy. The arts not only make us better socially, they also make us better economically.”

A driving factor was the opening of the Watsonville Center for the Arts, which opened in June 2022 at 375 Main St. and provides space for dance and music classes, workshops, rehearsals and more.

“It went very well,” Gomez-Contreras said. “We have built relationships with artists and arts organizations, and I hope you feel the change and momentum that is emerging around the arts.”

Last year, the Arts Council commissioned three studies: one analyzing the impact of the arts in Santa Cruz County, another doing the same for the titular city, and another for the city of Watsonville.

“Although the numbers could be very different compared to Santa Cruz, I hope these are baseline numbers that we can build on,” Gomez-Contreras said.

The City’s civic investment for the 2022-23 fiscal year was $84,775, a decrease from $99,832 in the 2021-22 fiscal year. However, Gomez-Contreras expects a civic investment of about $300,000 for the 2023-24 fiscal year.

“Music in the Plaza is one way the city is investing in the arts,” she said. “The Strawberry Festival is different, but there are more opportunities to invest in the arts, which will have the economic impact we hope for in the future.”

Compared to the city of Santa Cruz and the rest of the county, Watsonville still lags behind expectations in arts revenue, but Gomez-Contreras said the potential is still there.

“Santa Cruz County has been recognized nationally as one of the best arts districts in the country,” she said. “There are so many artists that it’s in the top five in the country.”

A public art ordinance and development fee approved by the City Council last year is another thing Gomez-Contreras believes will be beneficial for art in the city.

“I don’t think we’re done working,” she said. “I think we’re just starting to see what investment can look like in the future.”

Mayor Eduardo Montesino said one problem is that many artists have no connection to local organizations and asked how those relationships could be built. Gomez-Contreras acknowledged that this is a challenge, and one way the Arts Council has addressed it is through art capacity building through a series of workshops called “Business of Art.”

“What does it look like to display your artwork and how do you use the available space? How do you create more spaces?” she asked rhetorically.

Gomez-Contreras said the lack of studio space in Watsonville is also a challenge, and the Arts Council has addressed that issue with its annual Open Studios, in which artists throughout the county open their studios for others to see their work, and artists without Ateliers already allowed to exhibit in public galleries like Pajaro Valley Arts.

Councilwoman Maria Orozco asked if the Arts Council would be interested in exploring partnerships. Gomez-Contreras said Parks and Community Services Director Nick Calubaquib has been a valuable partner in securing event space.

“I can’t speak highly enough about this partnership through Nick and his team,” she said.

Additionally, the council voted unanimously to approve a contract with Axon Enterprises to purchase new body-worn cameras and Tasers for police.