It began as a question that’s never easy to answer: how do you measure the value of art? In Manitoba’s case, the answer is roughly $1.75 billion annually—though that number only tells a fraction of the story.
Standing in Winnipeg’s Exchange District last Tuesday, I watched as Camilla Holland, executive director of the Royal Manitoba Theatre Centre, described the ripple effects that occur when someone attends a play or concert.
“We know that for every dollar spent on a ticket, another $3 goes to restaurants, parking, childcare, and other services,” Holland explained, her voice carrying across the historic warehouse district where century-old buildings have been reimagined as galleries, studios, and performance spaces.
The occasion was the release of the first comprehensive economic impact study of Manitoba’s arts and cultural sector in over a decade. The report, commissioned by the Winnipeg Arts Council and conducted by PricewaterhouseCoopers, reveals that the sector not only contributes $1.75 billion to the provincial economy annually but supports over 22,000 jobs—roughly 3.4 percent of Manitoba’s total employment.
“What we’ve learned is that arts and culture aren’t just nice to have—they’re essential economic drivers,” said Thom Sparling, executive director of Creative Manitoba, as he shared details from the study. “During the pandemic, we saw firsthand what happens when this sector struggles. The recovery has been challenging.”
The pandemic indeed hit Manitoba’s creative communities particularly hard. According to Statistics Canada, the arts and entertainment sector experienced a 62 percent decline in economic activity during early lockdowns—more than any other industry in the country. Even now, three years later, attendance at many cultural events still hasn’t returned to pre-pandemic levels.
Jamie Wright, a potter who runs a small studio in Gimli, described how the pandemic shifted her business model entirely. “I had to pivot to online sales and virtual workshops,” she told me after the press conference. “Some of those changes have become permanent. The pandemic forced innovation, but it came at a tremendous cost to many of us.”
For Indigenous artists and cultural organizations, the economic impact extends beyond dollar figures. Alan Greyeyes, founder of the sākihiwē festival, which showcases Indigenous music, explained how cultural expression connects to broader community wellbeing.
“When we support Indigenous arts, we’re supporting cultural reclamation and healing,” Greyeyes said. “You can’t separate the economic benefits from the social impacts—they’re interconnected.”
The study highlights how arts and cultural activities create what economists call “positive externalities”—benefits that extend beyond direct financial transactions. These include improved mental health outcomes, stronger community cohesion, and enhanced educational achievements.
Dr. Sharon Alward, professor emeritus at the University of Manitoba’s School of Art, has studied these connections for decades. “Communities with strong cultural participation consistently show better health outcomes and more civic engagement,” she noted. “When we invest in arts, we’re actually making an investment in public health and social capital.”
The report comes at a crucial time for Manitoba’s cultural sector. The provincial government recently announced a comprehensive cultural policy review—the first in nearly 30 years—which will examine funding models and strategic priorities.
Manitoba Arts Council CEO Randy Joynt emphasized that public investment in arts generates significant returns. “For every dollar of public funding, the sector leverages approximately $8 in additional economic activity,” he explained. “Few government investments yield that kind of multiplier effect.”
Beyond the economic arguments, there’s the matter of identity and place. Walking through The Forks market the day after the announcement, I encountered the Winnipeg New Music Festival’s pop-up concert series. A string quartet performed contemporary compositions while shoppers and tourists gathered around, many stopping to listen for twenty minutes or more.
“This is why I love Winnipeg,” said Mariana Freitas, visiting from Brazil. “In a shopping area, suddenly there’s this beautiful music happening. It makes the city feel alive and unique.”
That sense of cultural distinction has tangible economic effects. Tourism Manitoba reports that approximately 28 percent of visitors to the province participate in cultural activities during their stay, with each cultural tourist spending an average of $980 locally.
The study also reveals significant disparities in access and opportunity within the sector. Rural artists face particular challenges, with limited infrastructure and fewer opportunities to showcase their work.
“We need to ensure the benefits of this economic engine reach all communities,” said Roberta Christianson, who operates a rural arts center in southwestern Manitoba. “Cultural activity shouldn’t be concentrated only in Winnipeg.”
Looking ahead, the report identifies several growth opportunities, including expanding international markets for Manitoba’s cultural products, strengthening digital infrastructure for rural artists, and developing stronger connections between arts education and career pathways.
As I left the Exchange District, passing through galleries preparing for First Fridays—the monthly art walk that regularly draws thousands of visitors downtown—the economic impact of arts and culture felt tangibly present. Restaurants were staffing up, boutiques were extending hours, and parking spots were already becoming scarce.
The $1.75 billion figure matters, certainly. But equally important is what that number represents: thousands of stories being told, traditions being preserved, communities being strengthened, and identities being shaped—all while creating jobs and generating economic activity across Manitoba.
Perhaps that’s the true measure of art’s value after all.
