ART: The Unsung Hero of Waco's Economy

By Fiona Bond, CEO, Creative Waco

I don’t have an artistic bone in my body, but I sure appreciate what y’all are doing.

I hear that a lot, and I’m curious why people do not identify as creatives or fans, even though they tell me that they love creativity and actively seek it in their workforce.

Is there a disconnect here? Because creativity is the engine that drives innovation, problem-solving, and economic growth. And art, in all its forms, is the laboratory for cultivating that creativity, according to Ray Perryman. We don’t have those same hang-ups when it comes to supporting our favorite team. You don’t have to be a quarterback to cheer from the stands, sponsor the team, or understand the benefits of sports.

Let’s talk about why the business community should be paying attention to the creative economy in Waco. It’s not about making our city more attractive. It’s about making our city smarter, stronger, and more successful…it has become a marker of excellence, something that visitors seek, and a reason we are growing.

The Art of Education

Studies from Texas Cultural Trust over the last decade show that even when you adjust for socio-economic and other disparities, students involved in the arts have higher academic achievement, better attendance, and improved self-esteem. That’s a win for our schools and a win for our future workforce. When we invest in arts education, we’re investing in a smarter, more engaged citizenry. At Creative Waco, we know this beyond the theory. View any of our ARTPrenticeship murals, and you see the by-product of smart, talented young people being mentored to manage a creative project from concept to completion – arguably the most transferable and impactful skill we could ever wish on our children – and the most defining skill of any culture. If you have ever craved to see an ancient or modern wonder of the world, or marveled at a cultural landmark like the Sistene Chapel or any Cathedral, you understand.

The Art of Talent

Creative people are problem-solvers, innovators, and critical thinkers. You want them on your team. By fostering a thriving arts scene, we make Waco a more attractive place for talented people to live and work. And when we retain or attract talent, we grow our economy and reputation.

The Art of Entrepreneurship

Artists are natural-born entrepreneurs. They’re used to taking risks, thinking outside the box, and building something from nothing. When we support the arts, we’re creating an environment where entrepreneurship flourishes.

The State of the Arts & Culture

If you think the arts are “not your thing,” perhaps consider how you make decisions. Was your choice of neighborhood influenced by how it looks? Do you care about how your home is designed? Who chose your furniture, fixtures and fittings? Who decides what you wear or how your office or business look? All those are choices that signal something about your values – whether you intend it or not. Even your choice of media, how you receive information about the world around you, and your philosophy of life are heavily influenced by the artistic and cultural cues that permeate everything. If you doubt that, try visiting different places of worship across Waco that represent our diverse cultural heritage. The music, architecture, and style of worship vary hugely, and mirror the theological, social, and cultural values. Unless we are wise to that reality, we could be unwitting victims of cultural manipulation.

At Creative Waco, we not only have a mission to grow and support a vibrant cultural and creative community in Waco and McLennan County; we seek to be a beacon of cultural hope in a broken and mistrustful world. Too many influencers suggest we should fear cultural diversity, but it has always been our nation’s strength. Maybe a smarter strategy is to develop cultural intelligence. As leaders in a complex and diverse society which draws its strength and excellence from creative problem solving, we owe it to ourselves and to future generations to be investors in the creative innovation that will make us better tomorrow than we were yesterday.