No New Jersey towns among America's top arts destinations -- Again
AmericanStyle magazine recently listed the top 75 arts destinations in the United States. No New Jersey town made the list this year (or in any of the past few years). This isn't just frustrating; it also makes it harder for communities throughout the state to promote their arts and culture.
With more than 125,000 readers, AmericanStyle is perhaps the most important publication focused on cultural tourism in the United States. The average subscriber lives in a house worth at least $600,000 and 85% spend $1,000 or more on art on their trips. About 81% visit galleries at least five times per year. (This is according to the magazine's media kit for advertisers.) In general, cultural visitors (those who travel to enjoy arts, culture or heritage) tend to be wealthier, better educated and travel more than traditional tourists. They not only spend more, they often are in good positions to influence the travel decisions of other visitors.
The top arts destinations are selected by reader poll. There are three categories: Large cities (at least 500,000 people), Mid-sized cities (between 100,000 and 500,000 people) and small cities (less than 100,000 people) The 25 most popular destinations in each category are recognized in the magazine.
New Jersey has no communities that fit into the large cities category. Woodbridge, Jersey City and Newark would be in the mid-sized cities category, and every other community in the small cities category.
Some of the top winners among small cities are well-known arts destinations or old artist colonies, such as Santa Fe, New Mexico, or Sarasota, Florida. But many are places that most of us might not think of as national arts destinations -- Saugatuck, Michigan; Bradenton, Florida; Eureka Springs, Arkansas; or Cumberland, and Frederick, Md.
And while some places on the list have more people than many New Jersey towns, the presence of Saugatuck (population 3,600); Taos, New Mexico (population 4,700) and Eureka Springs (population 2,300) shows that when it comes to being an arts destination, size does not matter.
You could dismiss the list by saying that it's just a popularity contest, and that a well-orchestrated campaign (such as by the Bradenton Times) gives a place more 'art cred' than it deserves. But consider this: New Jersey and New York are among the states with the highest numbers of subscribers to AmericanStyle. More than 27% of readers are within a half-day's drive, or a two-hour flight from New Jersey. That could mean that the people who should know New Jersey's arts communities best either don't or don't think about places like Millville or Montclair the same way they do Asheville, North Carolina or Sarasota.
And anyway, building popularity is how an interesting place becomes a tourist destination. Few people, if anyone, decide where to visit based on the kind of information found in a fact sheet. Usually, visitors get introduced to a place by friends or a magazine like AmericanStyle, then use the facts to justify their trips.
There are several New Jersey communities that, with some marketing support and an organizing effort, could make the small cities list. These include Montclair and Morristown in North Jersey, Red Bank in Central Jersey, and Millville in South Jersey. If cultural and civic leaders around the state could collaborate to promote a network of arts destinations in New Jersey, they could see more visitors and shoppers in their own communities.
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