Jennifer Evins, President & CEO, United Arts of Central Florida
The arts and culture landscape in Central Florida is being fundamentally reshaped by a robust commitment to public-private partnerships and a strategic pivot toward cultural tourism, moving beyond reliance on established attractions. “The arts represent a crucial, multifaceted asset for Central Florida, yielding substantial economic and communal benefits. Central to this is the region’s robust creative workforce, which forms a vital part of the economy,” Jennifer Evins, president and CEO of United Arts of Central Florida, told Invest:.
What are the most notable changes or trends shaping the region’s arts and culture landscape today?
We are seeing a major expansion in public-private partnerships, and we are actively seeking ways to leverage the resources offered by both sectors. The public side involves investment in areas like public art and facilities. For instance, the recently released Canvas Cultural Plan, which was accepted by both the city of Orlando and the Orange County Board of County Commissioners, is a key public initiative. The private sector, on the other hand, is where corporations, foundations, and individuals pool their resources to meet their needs and desires. The strength of our cultural scene comes from these robust public-private partnerships, which are stronger than reliance on the private sector alone.
A significant example of this is our partnership with Visit Orlando, which signals a major shift. Visit Orlando now has a very deliberate cultural tourism strategy. While Central Florida is a known destination for meetings, conventions, and theme parks, Visit Orlando is now strategically focused on attracting cultural tourists — people who travel to the area specifically for our unique and authentic arts and cultural experiences. This focus represents a big change for the region.
In which ways can the arts sector be aligned with other industries in the region?
The arts represent a crucial, multifaceted asset for Central Florida, yielding substantial economic and communal benefits. Central to this is the region’s robust creative workforce, which forms a vital part of the economy. This includes highly skilled individuals in fields like simulator and gaming software design, underscoring that creativity is not merely an artistic pursuit but is deeply embedded in high-tech industries. A primary goal is to leverage this specialized creative talent pool to position Orlando and Central Florida as an appealing location for both domestic and global companies seeking this expertise.
Beyond the economy, the arts are critical to community vibrancy and placemaking. They are fundamental in creating welcoming environments where people actively desire to live. Central Florida’s deeply diverse, international population contributes a wealth of global cultures, which are vividly expressed through music, dance, film, visual arts, and other mediums. This rich cultural tapestry enriches the community, fostering a unique sense of belonging, and serves as a powerful magnet for attracting global businesses to the region.
A less traditional but increasingly significant area of benefit is the connection between arts and the health industry. The region is actively involved in a network of arts and health program providers. Extensive, science-based research from authoritative institutions, such as Johns Hopkins University, the World Health Organization, and the University of Florida, consistently confirms that engagement with the arts measurably improves health outcomes. These benefits extend beyond mental well-being and quality of life, encompassing demonstrable physical, biological and neurological health improvements. Consequently, many local artists, organizations, hospitals, and community health groups are now actively employing the arts as both an intervention and a prevention strategy for chronic and serious health issues, signaling the development of a promising new industry sector.
How has private philanthropy toward arts and culture in Central Florida evolved in the past year?
Our annual collaborative campaign for the arts, which brings 40 arts organizations together to raise money, had a goal of raising $6.5 million, and we raised $9 million and leveraged $1.25 million in matching grants. This is all private contributions from companies, individuals, and foundations comprising 10,000 gifts. That is a sign that people are willing to open their wallets and invest in a good, strong, thriving arts community. The campaign has grown by 40% in the last three years.
What role do you think the arts will play in promoting the Central Florida region for the next three to five years?
Ensuring the vitality and longevity of the arts in Central Florida requires a comprehensive strategy that addresses development at all stages, from early childhood education to the long-term financial health of arts organizations. This strategy is organized around three critical pillars: investing in education and career pathways, addressing operational challenges, and securing financial sustainability.
A fundamental first step is an investment in early education. Integrating the arts into the learning experience for children aged 0 to 5 is crucial, as participation in the arts directly aids in developing 4 out of the 5 essential kindergarten readiness indicators. To make this integration effective, there is an urgent need to train pre-K teachers on how to thread the arts effectively into their daily instruction. As students progress through K-12, the curriculum must better connect them with the creative industries, ensuring young people understand the availability of high-paying jobs in this sector and recognize that their skills are highly sought after.
There are some operational challenges though. Artists function as creative entrepreneurs and small-business owners, and like any other enterprise, they require affordable workspaces and venues to showcase their creations. Finding and securing these affordable places to work remains a top priority for the region. Equally important is the issue of mobility and transportation. Limited options hinder arts workers from commuting to their jobs and prevent the 2.7 million Central Florida residents and visitors who patronize the arts from easily accessing events. The arts community must therefore join the advocacy for improved transportation solutions, recognizing that better mobility enhances the quality of life for everyone in this fast-growing metropolitan area.
Finally, long-term financial sustainability is crucial for the health of the arts. While public funding provides a stable base, the private sector must significantly increase its investment to keep pace with the demands of a growing and dynamic arts community. This includes a call for increased philanthropy and corporate funding. The arts are an essential component of a community’s social responsibility, providing employment, contributing to the well-being of individuals and ultimately making the community whole. By focusing on these interconnected areas — education and careers, operational support, and financial security — Central Florida can ensure a thriving and enduring arts sector.
