Majority of GTA Residents Value the Arts States Leger Study
Toronto, ON - Bringing the City Alive, a Leger survey done on behalf of Toronto Arts Foundation has found that a majority (70%) of GTA residents regularly participate in the arts by attending events, volunteering, or donating.
One in four GTA residents are actively creative, as members of amateur arts groups, students in art classes, participants in community arts projects or professional artists.
Three-quarters of GTA residents agree that the arts provide important benefits to the city including attracting tourists, highlighting diversity, improving the economy or creating jobs.
Despite these high levels of interest and engagement - a significant majority (83%) of GTA residents noted that they face barriers to attending arts programming; barriers which include cost and time.
Support for the arts remains strong. A 2013 Leger survey revealed that 73% of Torontonians wanted to see an increase in arts funding. This survey indicates that 62% of City of Toronto residents support even further increases to arts funding.
“It is clear that Toronto residents appreciate the value of the arts both personally and for their communities”, noted Susan Crocker, Chair of the Board of Toronto Arts Foundation. “Toronto Arts Foundation is delighted to be offering opportunities for people to support and participate in the arts and to be increasing access to arts programming in every neighbourhood of the city.”
Dave Scholz, Chief Marketing Officer and Partner, of Leger commented: “This study recognizes the value that Torontonians and residents of neighbouring municipalities place on the arts. Leger is proud to partner with the Toronto Arts Foundation to help highlight this aspect of Toronto life.”
Toronto Arts Foundation’s vision, Creative City: Block by Block, is to connect every Toronto neighbourhood with the transformative social and economic benefits of the arts. By acting as convener and catalyst, Toronto Arts Foundation invites the collaboration of individuals and organizations who share the goal of creating successful neighbourhoods through the arts and who understand the importance of increasing opportunities for people to enjoy the arts in all regions of Toronto.
Toronto Arts Foundation welcomes the contribution of partners like Leger who contribute their expertise and resources to assist in achieving its vision.
The Leger survey of 501 GTA residents was completed online in January 2014 using Leger’s online panel, LegerWeb.A probability sample of the same size would yield a margin of error of +/- 5%, 19 times out of 20.
View the survey here
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About Toronto Arts Foundation
Toronto Arts Foundation is a charitable organization that provides the opportunity for individuals, private and public foundations, corporations, and government agencies to invest in and strengthen the arts in Toronto. We are powered by a vision:Creative City: Block by Block, a commitment to connect every Toronto neighbourhood to the transformative social and economic benefits of the arts.
About Leger
Leger is the largest Canadian-owned polling, research and strategic marketing firm with over 600 employees in Montreal, Quebec City, Toronto, Edmonton and Calgary in Canada, Philadelphia in the United States, as well as Zurich in Switzerland. Our firm distinguishes itself through its marketing intelligence and strategic advice.
Contact: Claire Hopkinson, Director and CEO, Toronto Arts Foundation
416-392-6802 x 203
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