National Governor’s Association Offers Strategies for Creative Sector to Revitalize Rural Communities

WASHINGTON — Struggling rural communities have found new life through smart public policies that boost the creative sector, the National Governors Association said in a report and action guide that is the product of more than a year of research across a wide swath of the country.

Rural Prosperity through the Arts and Creative Sector: A Rural Action Guide for Governors and States synthesizes a growing body of research showing how arts-based economic development — already responsible for more than 600,000 jobs in rural states — can help communities to thrive. The guide grew out of a collaborative initiative between the NGA Center for Best Practices, the National Endowment for the Arts and the National Assembly of State Arts Agencies.

The NGA undertook this project to help states address the urgent challenges facing rural communities, many of which are struggling with high unemployment rates, manufacturing declines and outmigration.

“Governors need fresh, results-oriented approaches that boost economic opportunities, create jobs, retain young people and preserve a great quality of life in our small towns and undeveloped areas,” said Scott D. Pattison, NGA CEO and executive director. “Our analysis indicates that leadership from governors and smart public policies can help the creative sector realize its potential as a catalyst of growth and pride in rural communities.”

According to the guide, when rural regions lose their traditional industries, they can capitalize on their creative assets to reimagine — and realize — a new future. Drawing on quantitative data, an extensive scan of field practices and insights from a national panel of rural development experts, the guide offers a five-point policy framework and 27 policy action steps, illustrated by 100 examples of how arts-based strategies have worked in diverse geographic settings.

“From Appalachian coal communities to our agricultural heartland to the mountain west, the examples in this action guide reveal how the arts and culture are central to rural vitality,” said Mary Anne Carter, acting chairman of the National Endowment for the Arts. “Creative placemaking opens economic doors for rural communities. The most recent data produced by the Bureau of Economic Analysis and the Arts Endowment show that arts and cultural industries contributed $67.5 billion and employed more than 628,000 workers in our country’s most rural states.”

The NGA action guide points to the arts as a key ingredient in comprehensive rural development efforts, noting that the creative sector complements other industries and can boost the efficacy of state economic development policies, partnerships and plans.

“Including the arts in rural development efforts enriches the policies states can bring to bear in this crucial policy domain,” said Pam Breaux, president and CEO of the National Assembly of State Arts Agencies. “The resulting strategies have a unique local resonance. Rural residents love their communities and hold deep attachments to the places they call home. The arts and culture mobilize that pride and harness the optimism of rural America.”

Rural Prosperity through the Arts and Creative Sector was produced by the NGA through a cooperative agreement with the National Endowment for the Arts in collaboration with the National Assembly of State Arts Agencies (NASAA). Related resources can be found on the NGA website, research from the National Endowment for the Arts and NASAA’s rural prosperity web page. The partner organizations are using the hashtag #ruralarts on social media.


Founded in 1908, the National Governors Association (NGA) is the nonpartisan organization of the nation’s 55 governors. Through NGA, governors share best practices, address issues of national and state interest and share innovative solutions that improve state government and support the principles of federalism. The NGA Center for Best Practices is the only research and development firm that directly serves the nation’s governors.

Established by Congress in 1965, the National Endowment for the Arts is the independent federal agency whose funding and support gives Americans the opportunity to participate in the arts, exercise their imaginations, and develop their creative capacities. Through partnerships with state arts agencies, local leaders, other federal agencies, and the philanthropic sector, the National Endowment for the Arts supports arts learning, affirms and celebrates America’s rich and diverse cultural heritage, and extends its work to promote equal access to the arts in every community across America.

The National Assembly of State Arts Agencies is the nonprofit, nonpartisan membership organization representing the state and jurisdictional arts councils of the United States. NASAA is a clearinghouse for research, providing statistical data, policy analysis and information on the economic, educational and civic impacts of the arts. NASAA fosters multisector support for the arts and convenes state arts agencies to share knowledge about best practices for serving the public through the arts.

Media contacts

National Governors Association
James Nash

National Endowment for the Arts
Victoria Hutter

National Assembly of State Arts Agencies
Sue Struve