Overture Center for the Arts Contributes $66.9M to Madison Economy, Report Finds

An economic and fiscal impact analysis by the University of Wisconsin-Whitewater Fiscal and Economic Research Center reports Overture Center for the Arts will contribute $66.9 million to the Madison economy this 2025/26 season, a 94 percent increase from the 2021/22 season, the first after the pandemic, which contributed $34.48 million.

Overture Center draws more than 500,000 guests annually, up from 234,475 guests—a 124% increase—and supports over 400 local jobs, up from 270. Of these jobs, 260 were in the entertainment and restaurant sectors. Furthermore, the center creates $3.59 million in state and county tax revenue, a 56 percent increase from the 2021/22 season. This report exemplifies how investment in the arts strengthens workforce attraction, downtown vitality, tourism activity, education access, and community connection.

According to Mayor Satya Rhodes-Conway, “Overture Center for the Arts is a defining centerpiece of downtown Madison's vibrant and eclectic culture. By connecting audiences to global experiences while holding space for homegrown artists, Overture enriches our community and enhances Madison's reputation as a desirable place to live. Overture's diverse programming serves as a powerful economic driver for our entire regional economy. It's an important and unique destination for Madison residents, as well as our many visitors.”

Driving downtown business

Of the $66.9 million, $18.9 million is spent at local restaurants, retail shops, and hospitality businesses. Arts activity fuels foot traffic across the entire downtown district. When audiences attend Overture performances, they dine downtown, shop locally, stay overnight, park nearby, and explore neighborhoods.

“Overture Center is one of the key anchors of Downtown Madison's vibrancy and appeal, drawing residents, workers, and visitors together through arts, culture, and community,” said Jason Ilstrup, President, Downtown Madison Inc. “Its performances, events, and everyday activity generate massive economic strength for downtown businesses while helping make Madison a more dynamic and welcoming place to live, work, and visit.”

Drawing regional visitors to Madison

Overture creates $14 million in total visitor impact. National touring Broadway productions, internationally recognized artists, and nine resident arts organizations create a year-round arts hub and make Overture one of the Midwest's most attractive cultural destinations.

• $2.59 million from Broadway shows
• $4.2 million from Overture Presents shows
• $7.4 million from Resident Companies

“Overture Center is a community treasure that provides visitors locally produced, nationally renowned, and internationally flavored arts and culture, making a trip to Madison memorable and meaningful,” said Ellie Westman Chin, President & CEO, Destination Madison.

Investing in families, students, and community access

Overture's Education and Engagement programs created $4.7 million in impact.

Of its more than half-million annual artistic experiences, nearly 40 percent are provided through free and low-cost programs. These education and engagement programs connect families, students, and communities to the arts year-round and support lifelong engagement.

Research partnership

Overture Center partnered with UW-Whitewater's Fiscal and Economic Research Center to analyze and quantify its annual economic impact. The factors analyzed include, but are not limited to, the duration of stay, related activities before and after a show, and size of the group. Surveys were collected and used to quantify the monetary impact on local and Wisconsin economies.

Researchers used IMPLAN (Impact Analysis for Planning) methodology, an economic analysis software system that uses survey data to estimate the extent to which different spending categories affect the local economy through direct effects (the initial impact created by spending by and at businesses around Overture), indirect effects (secondary impact caused by changing input needs of directly affected industries), and induced effects (changes in household spending due to additional employment generated by direct and indirect effects).

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