TAHLEQUAH — When you see a busload of tourists get off at the NSU Playhouse or turning into the Cherokee Heritage Center, you may not think immediately of the “cha-ching” of cash registers.

Sure, these people are in Tahlequah for an enjoyable day or evening viewing the efforts of local performers. While here, they may pick up a painting or piece of pottery to adorn their home, reminding them of a pleasant time in Tahlequah.

But those happy times also translate into happy economic times for a state troubled by plant closings, layoffs and other financial woes.

A recent study by the Oklahoma Arts Council reveals the impact of nonprofit arts and culture organizations in Oklahoma.

Study results show the arts industry annually produces:

• $314.8 million spent by organizations and their audiences.

• $10,156 full-time equivalent jobs.

• $211 million income paid to local residents in salaries, wages and entrepreneurial income.

• $29.4 million to state and local governments from taxes and fees.

Data for the study was collected from 247 nonprofit organizations and nearly 4,781 audience surveys taken between November 2008 and October 2009.

Linda Garrett, research director for the Oklahoma Arts Council, was impressed by the reaction of audiences at events she attended — including a performance of “Under the Cherokee Moon” at the Cherokee Heritage Center. The play, by local author Laurette Willis, provides a series of vignettes of Cherokee life, from early contact with Europeans to Indian Territory days.

“I learned a lot about the history of the Cherokee Nation,” she said, with a greater understanding of Cherokee culture and what obstacles the Cherokee people have overcome to emerge as a vital nation, preserving traditions while adapting to contemporary society.

People believe arts provide a place for them to gather, a social outing and a learning experience at the same time, she said.

While outdoor drama at the Cherokee Heritage Center is a well-established tradition, from the former “Trail of Tears” productions to “Under the Cherokee Moon,” now in its fourth season, other artistic opportunities spring up each year. These new efforts provide additional outlets for area artists and economic benefits to their communities.

Take, for example, “Tahlequah: The Art of Living.” Supporters called its debut last year a success. This year’s festival, from 11 a.m. to 11 p.m. in downtown Tahlequah, will take place June 12.

The event is designed to give local residents and visitors alike a taste of what is available locally — from listening to a musician to tasting new types of food, from watching a pot being fired to purchasing a painting for the living room wall.

What about the economic impact? Organizer Donna Tinnin said last year’s event contributed about $93,000 to the local economy, in a 12-hour period.

The effects included 2-1/2 full-time equivalent jobs; $38,000 in household income to artists and others who benefited from it; $3,600 to local government; and $4,100 in state taxes.

“It really does have far-reaching impact,” Tinnin said. “And that’s just for the one event.”

She expects this year’s festival to be even better, with more attending than the 2,500 who came out in 2009.

“It’s grown tremendously. Last year we had about 22 artists. As of today [Tuesday afternoon], and I’m still accepting applications, we have 46 artists,” she said.

Many of the artists perform traditional Cherokee crafts, such as pottery and basket weaving.

Tinnin expects a large contingent of painters and other visual artists, with other specialists ranging from glass to chainsaw sculpture. Some just exhibited at the Blue Dome and Mayfest events in Tulsa. All are Oklahomans.

“Nobody is coming from farther than 1-1/2 hours away,” Tinnin said.

In addition, performers will appear through the afternoon and evening on the Cherokee Square and at Norris Park. Scheduled are performances by the Tahlequah Community Playhouse, internationally-acclaimed mezzo soprano Barbara McAlister and her students, the Cherokee Nation Youth Choir, the Tahlequah Ballet Irish dancers, and a variety of musicians.

Tinnin believes this is the sort of thing people want to see, whether they’re local residents or coming in from elsewhere.

“That’s the type of tourism we have today. People have been to all the ‘touristy’ things and they like to see the way people really live. Experienced travelers don’t want to see the same thing over and over again,” she said.

Tinnin has put together “Tahlequah: The Art of Living” while serving as a planning development specialist for Cherokee Nation Community Tourism. Cherokee Nation Cultural Tourism, which has become active in the past couple of years, is emerging as a major player in arts and tourism in Oklahoma, Garrett noted. She said when she was conducting the study, people she met from such places as London, Scotland and Germany indicated they came to Oklahoma to attend specific events. Many had a deep interest in American Indian culture and art and wanted to find out more.

“A lot of people come in to see the Native American side of Oklahoma. They come because they really want to learn. The arts play a role in our understanding of who we are,” she said.

The Oklahoma Arts Council began the study after it did a strategic plan three years ago. Garrett said people wanted specific numbers, and the study provided them. Participation was wide, from the Panhandle to Oklahoma’s east border.

“We have 5 million people who attend events from throughout the state,” she said. “Eleven percent of them came from outside the state, and they represent about 30 percent of the spending.”

The figures provided by the study are actual expenditures and do not use the “multipliers” employed by many economic impact statements, Garrett said.

For example, it didn’t include something she experienced last summer, while attending an event “out in the middle of a pasture” in July, when the temperature soared well above 100 degrees.Garrett stopped at a station about 30 miles away to get gasoline.

“The man said, ‘I don’t know what’s going on here, but everyone’s been stopping here to get gas today,’” she said.

That man’s business received a direct impact from the arts, although he may not have known it.

Arts activities have an ongoing impact on businesses that are open day to day, such as NDN Custom Frame and Print in downtown Tahlequah. Owners Lori Smiley and Stephanie Lusher started their shop a decade ago, as an art gallery and framing shop.

Today, the demand for framing leads them to concentrate on this area, as well as such specialties as prints of local attractions and restoration of historic and family photos.

“The number of artists continues to grow in this area,” Smiley said. “And the Cherokee Nation has made a lot of strides in promoting the arts.”

In recent years, much of their work has come from Cherokee Nation Entertainment, which uses its casinos, medical facilities and other venues to showcase Cherokee artists, as well as photos from Cherokee history.

Northeastern State University, with its summer music productions, Jazz Lab, and other showcases for up-and-coming artists, provides additional artistic bounty in the Tahlequah area.

David Moore, executive director of Tahlequah Area Chamber of Commerce, said art has a vital impact on a community economically, as well as enhancing the quality of life.

“Not only is it an expression of our area’s culture, but it also provides jobs and a significant impact on our community,” he said. “We are blessed to have a lot of very talented people in our area.”

Garrett believes art is not just something nice to have, but something essential to an area’s quality of life.

“Everybody should have access to the arts, culture and tradition. It doesn’t make any difference who you are, where you are, or what you do. You need access to the arts,” she said.

Learn more

The full report of the Oklahoma Arts Council’s study on the economic impact of nonprofit arts and culture organizations is available on its website, 222.arts.ok.gov.