State of the Arts: Love for Arts and Entertainment Strongest in Vermont, With Minnesota Residents Getting the Most Exposure
Arts and entertainment events are more than nice extras. Research shows cultural events help build connections, boost revenue and make people happier about where they live.
Our latest LendingTree study reveals the states with the best (and worst) arts and entertainment attendance and cultural opportunities. We also examine how much Americans spend on these events and how that’s changed since the COVID-19 pandemic.
Key findings
- The power of arts and entertainment is strongest in Vermont — even with middle-of-the-road household incomes. Green Mountain State residents have the best attendance in a combined category that looks at live music, dance or theater performances, art exhibits and movies, despite the state’s average household income being 24th in the U.S. Utah and Colorado rank next for their love of arts.
- A wide range of arts and cultural activities in a neighborhood can be a key draw for residents, with Minnesota best accomplishing this. In this Midwestern state, 71.9% of residents agree there are plenty of opportunities to participate in arts and cultural activities in their neighborhood or community. Wisconsin and Utah follow.
- Exposure to these activities may play a role in why Vermont residents dabble the most with creating, performing or practicing art on their own. This may include creative writing, digital art or artistic photography, among other options. 31.3% of state residents say they’ve been artistic in the past month, ahead of Oregon, Colorado and Idaho.
- It’s not cheap to be entertained, with Americans spending about a quarter of their entertainment budget on fees and admissions. Americans spent $3,458 on entertainment in 2022, 24.1% (or $833) of which went toward fees and admissions for sporting events, movies, concerts, plays and more. This rate has steadily risen since the pandemic but hasn’t returned to prepandemic 2019 levels.
Vermont residents have best arts and entertainment attendance
When you think of Vermont, Ben & Jerry’s ice cream or maple syrup may come to mind, but the Green Mountain State’s arts and entertainment scene is just as sweet. In fact, its residents boast the best arts and entertainment attendance rate in the country.
That’s based on an index LendingTree researchers created that combines attendance rates for live music, dance or theater performances, art exhibits and movies, utilizing 2024 U.S. Census Bureau Household Pulse Survey data.
Breaking it down individually, Vermonters attended a significantly higher rate of live music, dance or theater performances than Americans overall (36.1% versus 26.9%) and more than double at art exhibits (28.7% versus 13.0%). As for the big screen, Vermonters lag a bit behind (17.3% versus 19.2% nationally).
States with the best attendance at arts and entertainment events
| Rank | State | % of residents who attended live music, dance or theater performances | % of residents who attended art exhibits | % of residents who went to the movies | Index score |
|---|---|---|---|---|---|
| 1 | Vermont | 36.1% | 28.7% | 17.3% | 79.7 |
| 2 | Utah | 33.8% | 15.6% | 27.6% | 77.0 |
| 3 | Colorado | 33.0% | 16.5% | 25.6% | 72.9 |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
This attendance isn’t necessarily because Vermont arts patrons have money to burn. The state’s average household income ranks nearly in the middle (24th) among U.S. states. Instead, it’s likely due to the state’s emphasis on the arts, building its economy around it, and the tourism dollars it brings.
Residents also have a long history of appreciation and support for the arts (Norman Rockwell had a home and studio there) that likely draws those who want to attend such events.
Utah and Colorado rank next for their love of arts, especially movies. Utah (home of the Sundance Film Festival) tops the list for the highest movie attendance rate (27.6%), with Colorado in second (25.6%). Both states’ average household incomes rank closer to the top — Utah 12th and Colorado 11th.
States with the worst attendance at arts and entertainment events
| Rank | State | % of residents who attended live music, dance or theater performances | % of residents who attended art exhibits | % of residents who went to the movies | Index score |
|---|---|---|---|---|---|
| 1 | Mississippi | 17.7% | 5.6% | 10.7% | 0.0 |
| 2 | West Virginia | 17.7% | 7.1% | 13.3% | 7.6 |
| 3 | Kentucky | 19.5% | 6.2% | 14.4% | 11.6 |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Conversely, Southern states take the bottom three slots. Mississippi residents have the lowest attendance rates for cultural activities, with only 5.6% attending art exhibits, 10.7% going to the movies and 17.7% attending live music, dance or theater performances (tied with West Virginia) in the past month. West Virginia and Kentucky residents round out the bottom three.
This may be due to lower-than-average household incomes in these states. Mississippi has the lowest average annual household income. In fact, the bottom five states for arts and entertainment attendance are among the six states with the lowest average household incomes. (New Mexico finishes 13th despite having the fourth-lowest income.)
Here’s a look at where each state ranks for attendance at arts and entertainment events:
States with the best/worst attendance at arts and entertainment events
| Rank | State | % of residents who attended live music, dance or theater performances | % of residents who attended art exhibits | % of residents who went to the movies | Index score |
|---|---|---|---|---|---|
| 1 | Vermont | 36.1% | 28.7% | 17.3% | 79.7 |
| 2 | Utah | 33.8% | 15.6% | 27.6% | 77.0 |
| 3 | Colorado | 33.0% | 16.5% | 25.6% | 72.9 |
| 4 | California | 29.5% | 14.5% | 24.1% | 60.7 |
| 5 | Massachusetts | 31.4% | 20.6% | 17.4% | 59.8 |
| 6 | Washington | 30.0% | 15.7% | 21.4% | 58.2 |
| 7 | Minnesota | 34.1% | 11.9% | 19.5% | 56.4 |
| 8 | New York | 27.9% | 15.6% | 21.8% | 54.9 |
| 9 | New Jersey | 28.6% | 15.9% | 20.8% | 54.6 |
| 10 | Rhode Island | 33.3% | 14.6% | 16.9% | 53.7 |
| 11 | Kansas | 28.3% | 14.9% | 21.2% | 53.6 |
| 12 | Wisconsin | 33.1% | 12.1% | 18.3% | 52.3 |
| 13 | New Mexico | 25.2% | 14.6% | 23.0% | 51.0 |
| 14 | Idaho | 29.5% | 11.4% | 21.3% | 50.8 |
| 15 | Connecticut | 31.5% | 15.7% | 16.0% | 50.3 |
| 16 | Illinois | 26.9% | 14.2% | 20.9% | 49.4 |
| 17 | Oregon | 27.4% | 14.6% | 20.1% | 49.3 |
| 18 | Maryland | 27.5% | 15.8% | 19.1% | 49.1 |
| 19 | Alaska | 24.2% | 15.0% | 22.3% | 48.5 |
| 19 | Arizona | 28.0% | 11.8% | 21.2% | 48.5 |
| 21 | Montana | 29.9% | 14.7% | 16.9% | 47.5 |
| 22 | Texas | 25.1% | 11.3% | 23.0% | 46.0 |
| 23 | Nebraska | 27.8% | 13.3% | 18.7% | 45.3 |
| 24 | South Carolina | 28.8% | 14.1% | 15.9% | 42.6 |
| 25 | North Carolina | 28.5% | 13.7% | 16.0% | 41.9 |
| 26 | Nevada | 25.1% | 10.3% | 21.5% | 41.5 |
| 27 | Pennsylvania | 29.6% | 12.6% | 14.8% | 39.9 |
| 28 | Virginia | 24.7% | 14.5% | 17.7% | 39.4 |
| 29 | Iowa | 27.4% | 9.7% | 17.9% | 38.0 |
| 30 | Ohio | 23.3% | 12.6% | 19.4% | 37.5 |
| 31 | New Hampshire | 27.8% | 14.2% | 13.6% | 36.8 |
| 32 | Maine | 26.2% | 16.3% | 13.4% | 36.4 |
| 33 | Tennessee | 27.6% | 10.9% | 15.7% | 35.6 |
| 34 | Missouri | 25.4% | 11.7% | 17.1% | 35.5 |
| 35 | North Dakota | 24.6% | 8.7% | 19.0% | 33.5 |
| 36 | Delaware | 27.5% | 9.2% | 14.9% | 31.5 |
| 37 | Michigan | 22.3% | 11.7% | 17.8% | 31.3 |
| 38 | Louisiana | 27.2% | 12.9% | 12.0% | 30.6 |
| 39 | Indiana | 24.0% | 8.9% | 17.6% | 30.0 |
| 40 | Wyoming | 20.9% | 11.2% | 18.5% | 29.4 |
| 41 | Florida | 23.3% | 10.7% | 16.3% | 28.8 |
| 42 | Hawaii | 24.2% | 11.2% | 14.9% | 28.4 |
| 43 | South Dakota | 22.5% | 8.2% | 18.6% | 28.2 |
| 44 | Oklahoma | 20.5% | 11.0% | 17.9% | 27.2 |
| 45 | Georgia | 24.8% | 8.8% | 13.9% | 23.9 |
| 46 | Arkansas | 19.6% | 10.7% | 16.1% | 21.4 |
| 47 | Alabama | 22.4% | 7.9% | 11.0% | 12.6 |
| 48 | Kentucky | 19.5% | 6.2% | 14.4% | 11.6 |
| 49 | West Virginia | 17.7% | 7.1% | 13.3% | 7.6 |
| 50 | Mississippi | 17.7% | 5.6% | 10.7% | 0.0 |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Attendance rates by age, education and household income
No matter where younger Americans live, they attend movies more frequently. The youngest Americans (18 to 24) have a movie attendance rate of 28.9%, doubling that of those 65 and older (14.4%). They also have high attendance rates for music, dance or theater performances and art exhibits, though not at the top.
Matt Schulz — LendingTree chief credit analyst and author of “Ask Questions, Save Money, Make More: How to Take Control of Your Financial Life” — says so much of entertainment is driven by younger people.
“They may not make as much money as their older counterparts, but they’re also far less likely to be burdened with other responsibilities and priorities, such as kids and mortgages,” he says. “There’s something to be said for the boundless energy of youth, making them far more likely to want to travel farther and stay up later to see their favorite performers and events.”
Arts and entertainment attendance (by age)
| Age | % who attended live music, dance or theater performances | % who attended art exhibits | % who went to the movies |
|---|---|---|---|
| 18 to 24 | 27.6% | 13.3% | 28.9% |
| 25 to 39 | 29.5% | 14.4% | 23.1% |
| 40 to 54 | 29.5% | 13.5% | 20.7% |
| 55 to 64 | 24.1% | 11.8% | 14.4% |
| 65 and older | 23.0% | 11.5% | 14.4% |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Beyond youth, attendance rates are higher for more educated and higher-income individuals. For example, 41.4% of Americans with a bachelor’s degree or higher attended a live music, dance or theater performance in the past month. That’s almost three times higher than the rate among high school graduates (14.4%).
Arts and entertainment attendance (by education)
| Education | % who attended live music, dance or theater performances | % who attended art exhibits | % who went to the movies |
|---|---|---|---|
| Less than high school | 11.0% | 4.0% | 11.0% |
| High school or GED | 14.4% | 5.5% | 13.4% |
| Some college/associate degree | 25.1% | 11.1% | 19.3% |
| Bachelor’s degree or higher | 41.4% | 22.1% | 25.4% |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Meanwhile, Americans with the highest income are about four times more likely to attend live music, dance or theater performances than those with the lowest income. The disparity is smaller when attending movies — 28.8% of the highest-income households went to the movies in the past month, versus 10.0% of the lowest-income households.
Arts and entertainment attendance (by household income)
| Household income | % who attended live music, dance or theater performances | % who attended art exhibits | % who went to the movies |
|---|---|---|---|
| Less than $25,000 | 12.1% | 6.1% | 10.0% |
| $25,000 to $34,999 | 15.0% | 7.1% | 13.3% |
| $35,000 to $49,999 | 19.8% | 8.8% | 16.8% |
| $50,000 to $74,999 | 23.8% | 10.5% | 18.0% |
| $75,000 to $99,999 | 29.3% | 13.5% | 22.0% |
| $100,000 to $149,999 | 34.7% | 16.0% | 22.2% |
| $150,000 to $199,999 | 41.9% | 19.6% | 26.5% |
| $200,000 and above | 48.5% | 27.1% | 28.8% |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Minnesota residents get most exposure to cultural activities
We know arts and cultural opportunities strengthen communities, but does their availability drive attendance? In some cases, yes.
For example, Minnesota residents have the most exposure to arts and culture opportunities. There, 71.9% of residents agree there are plenty in their neighborhood or community, compared with 61.7% nationally. For comparison, residents of the North Star State come in seventh for attendance at said events.
Wisconsin and Utah follow with the next highest exposure rates — 70.7% and 69.6%, respectively. However, while Wisconsin residents rank second for exposure, they rank 12th in attendance. Utah residents seem to be making the most of the availability of arts events, ranking third in availability and second in attendance.
States with the best/worst exposure to cultural activities
| Rank | State | % of residents who agree on cultural events availability in their neighborhood |
|---|---|---|
| 1 | Minnesota | 71.9% |
| 2 | Wisconsin | 70.7% |
| 3 | Utah | 69.6% |
| 4 | Colorado | 69.0% |
| 5 | Washington | 68.7% |
| 6 | Alaska | 68.4% |
| 7 | Connecticut | 68.1% |
| 8 | Oregon | 67.9% |
| 8 | Montana | 67.9% |
| 10 | New Hampshire | 67.3% |
| 11 | Idaho | 67.0% |
| 12 | Vermont | 66.7% |
| 13 | Massachusetts | 66.6% |
| 14 | Kansas | 66.3% |
| 15 | North Carolina | 66.2% |
| 16 | Hawaii | 65.9% |
| 16 | Maine | 65.9% |
| 18 | Nebraska | 65.8% |
| 19 | Arizona | 65.2% |
| 20 | South Dakota | 64.9% |
| 21 | Rhode Island | 64.6% |
| 22 | Maryland | 64.0% |
| 23 | South Carolina | 63.2% |
| 23 | Pennsylvania | 63.2% |
| 25 | Florida | 63.0% |
| 26 | Virginia | 62.9% |
| 27 | Illinois | 62.8% |
| 28 | Michigan | 62.6% |
| 29 | New Mexico | 61.9% |
| 29 | New York | 61.9% |
| 31 | Ohio | 61.4% |
| 32 | North Dakota | 60.6% |
| 33 | Iowa | 60.0% |
| 33 | Tennessee | 60.0% |
| 35 | Delaware | 59.9% |
| 35 | California | 59.9% |
| 37 | Missouri | 59.7% |
| 38 | Oklahoma | 57.2% |
| 39 | Nevada | 57.1% |
| 39 | Georgia | 57.1% |
| 41 | Indiana | 56.8% |
| 41 | Texas | 56.8% |
| 43 | New Jersey | 55.5% |
| 44 | Kentucky | 55.3% |
| 45 | Wyoming | 54.7% |
| 46 | Alabama | 53.8% |
| 47 | Arkansas | 52.6% |
| 48 | West Virginia | 52.4% |
| 49 | Louisiana | 51.6% |
| 50 | Mississippi | 41.0% |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Southern states sink to the bottom for exposure, too, with Mississippi last. There, only 41.0% of residents agree there are plenty of opportunities for them to take part in arts and cultural activities in their neighborhood or community. They also come in last place for attendance at these events.
Louisiana and West Virginia round out the bottom three for exposure, with just 51.6% and 52.4% of residents, respectively, agreeing there are plenty of opportunities for cultural events. West Virginia comes in second to last (49th) for attendance, with Louisiana higher at 38th.
Vermont residents lead in artistic creativity
Is creativity contagious? It may be, to a degree. Vermont residents are the most likely to dabble with creating, performing or practicing art on their own, including music, dance or theater, creative writing, crafts or visual arts, digital art, or film or photography for artistic purposes (31.3% versus 20.7% nationally). The state ranks 12th for exposure to cultural opportunities but first for attendance at them.
Oregon (29.2%), Colorado (27.4%) and Idaho (27.4%) residents are the next most likely to practice their own art. All three place relatively high in exposure (Oregon and Colorado in the top 10, and Idaho 11th), and Colorado is third for attendance at arts and entertainment events.
States with the best/worst artistic creativity
| Rank | State | % of residents who created, practiced or performed personal art |
|---|---|---|
| 1 | Vermont | 31.3% |
| 2 | Oregon | 29.2% |
| 3 | Colorado | 27.4% |
| 3 | Idaho | 27.4% |
| 5 | Hawaii | 27.3% |
| 6 | Utah | 27.2% |
| 7 | Massachusetts | 26.6% |
| 8 | New Hampshire | 25.8% |
| 9 | Washington | 25.4% |
| 10 | Maine | 24.3% |
| 11 | Wyoming | 24.2% |
| 12 | Minnesota | 24.1% |
| 13 | Wisconsin | 24.0% |
| 14 | Montana | 23.7% |
| 15 | Alaska | 23.6% |
| 16 | Rhode Island | 22.7% |
| 17 | Connecticut | 22.3% |
| 18 | Virginia | 22.0% |
| 19 | North Carolina | 21.7% |
| 20 | Missouri | 21.5% |
| 21 | Maryland | 21.4% |
| 22 | Arizona | 21.3% |
| 22 | California | 21.3% |
| 22 | New Mexico | 21.3% |
| 25 | Michigan | 21.2% |
| 26 | Nebraska | 20.4% |
| 26 | Ohio | 20.4% |
| 28 | Kansas | 20.3% |
| 29 | Illinois | 20.2% |
| 29 | South Carolina | 20.2% |
| 31 | New Jersey | 20.0% |
| 31 | New York | 20.0% |
| 33 | South Dakota | 19.8% |
| 34 | Texas | 19.3% |
| 35 | Pennsylvania | 19.1% |
| 35 | Tennessee | 19.1% |
| 37 | Louisiana | 19.0% |
| 37 | North Dakota | 19.0% |
| 39 | Nevada | 18.9% |
| 40 | Iowa | 18.8% |
| 41 | Indiana | 18.4% |
| 42 | Florida | 18.1% |
| 43 | Oklahoma | 17.6% |
| 44 | Kentucky | 16.7% |
| 45 | Georgia | 16.4% |
| 45 | West Virginia | 16.4% |
| 47 | Delaware | 15.0% |
| 48 | Alabama | 14.9% |
| 49 | Mississippi | 14.3% |
| 50 | Arkansas | 14.0% |
Source: LendingTree analysis of U.S. Census Bureau Household Pulse Survey data.
Once again, Southern states take the bottom rungs.
Entertainment spending on fees/admissions rising steadily
In general, entertainment can get expensive. And the costs for fees and admission across the country are rising, according to a LendingTree analysis of U.S. Bureau of Labor Statistics (BLS) data. This includes a broad swath encompassing everything from fees for participant sports to admissions to sporting events, movies, concerts and plays, as well as health, swimming, tennis and country club memberships, movie rentals and more.
In 2022, Americans spent $3,458 on entertainment, 24.1% (or $833) of which went toward fees and admissions. While that percentage hasn’t returned to prepandemic 2019 levels (28.5% of their entertainment budget, or $880 on fees and admissions), it has steadily risen since the drastic drop to $425 in 2020.
As for the portion of overall spending, the numbers also haven’t rebounded since the pandemic. In 2019, 1.40% of Americans’ annual spending went toward fees and admissions. That figure dipped to 0.69% in 2020 and sat at 1.14% in 2022.
Entertainment spending breakdowns
| Year | Average annual spending, entertainment fees and admissions | Average annual spending, entertainment | % of average annual entertainment spending | Average annual spending, total | % of average annual entertainment fees and admissions spending |
|---|---|---|---|---|---|
| 2013 | $569 | $2,482 | 22.9% | $51,100 | 1.11% |
| 2014 | $636 | $2,728 | 23.3% | $53,495 | 1.19% |
| 2015 | $652 | $2,842 | 22.9% | $55,978 | 1.16% |
| 2016 | $681 | $2,913 | 23.4% | $57,311 | 1.19% |
| 2017 | $750 | $3,203 | 23.4% | $60,060 | 1.25% |
| 2018 | $766 | $3,226 | 23.7% | $61,224 | 1.25% |
| 2019 | $880 | $3,090 | 28.5% | $63,036 | 1.40% |
| 2020 | $425 | $2,909 | 14.6% | $61,332 | 0.69% |
| 2021 | $654 | $3,568 | 18.3% | $66,928 | 0.98% |
| 2022 | $833 | $3,458 | 24.1% | $72,967 | 1.14% |
Source: LendingTree analysis of Bureau of Labor Statistics (BLS) Consumer Expenditure Surveys data.
Schulz says there’s no question people have become more willing to spend on experiences and events rather than things. However, inflation may prevent a full rebound.
“I think massive, rampant inflation has limited many people’s ability to do these things,” he says. “Inflation and skyrocketing interest rates have shrunk many Americans’ margin for error to almost zero, leaving less room for fun stuff like travel and concerts unless they’re willing to take on debt. We’ve seen that plenty of Americans are willing to take on debt to do these things, but not everyone is.”
As for who spends the most on fees and admissions, it’s Americans 35 to 44. This age group spent $1,262 on them in 2022, which accounted for 1.47% of their spending. They were closely followed by 45-to-54-year-olds, who spent just $3 less that year.
4 tips to maximize spending on arts and entertainment events
No matter your passion for arts and entertainment, the cost to attend events can be steep. However, there are ways you can maximize your spending to optimize your enjoyment:
- Budget. If arts and entertainment spending is important to you, it should be part of your budgeting process. That way, you can indulge that passion without breaking the bank. If you go overboard now and then, having a budget allows you to find money elsewhere to make up for it.
- Share the costs with others. While you may not be able to split the cost of a concert ticket with your fellow fans, you can consider splitting the cost of driving to and parking at the event or sharing a hotel room.
- Shop around. Concerts and events often come with varying price tags depending on the location. Tickets can cost a fraction of what they do in one city over another. For example, droves of Swifties and the BeyHive have traveled overseas to see their beloved stars because American concert tickets were incredibly expensive. People traveled to Europe, with their entire trip, including concert tickets, costing roughly the same amount as tickets alone in the States.
- Leverage credit card perks. The right credit card, used wisely, can make a big difference in your arts and entertainment spending. Several cards offer extra rewards for entertainment spending. Many issuers have deals with performers to offer presale access, VIP tickets and other cardholder perks. Sign-up bonuses can help pay for airfares and hotel nights. If you don’t take advantage of these things, a cash back card can give you 1% to 2% back on what you’ve spent. It may not be life-changing money, but every little bit helps with entertainment costs as high as they are today.
Methodology
LendingTree researchers analyzed data from Phase 4.1, Cycle 5 of the U.S. Census Bureau Household Pulse Survey, conducted from April 30 to May 27, 2024. The analysis excluded those who didn’t respond to questions.
Specifically, researchers estimated the number of adults who in the past month:
- Attended live music, dance or theater performances
- Attended art exhibits (such as paintings, sculpture, textiles, graphic design or photography)
- Went to the movies
Researchers also explored opportunities for Americans to participate in arts and cultural activities. Additionally, researchers calculated the percentage of adults who created, practiced or performed art in the past month, including music, dance or theater, creative writing, crafts or visual arts, digital art, or film or photography done for artistic purposes.
Lastly, researchers analyzed U.S. Bureau of Labor Statistics (BLS) Consumer Expenditure Surveys data from 2013 to 2022 to examine the percentage of spending allocated to entertainment, specifically focusing on fees and admissions for sporting events, movies, concerts, plays and more.
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