"Culture not only enriches social life—it also creates economic value."

21 million francs in cultural subsidies generate approximately 166 million francs in economic value in Winterthur—this is the conclusion reached by a new study from the Infras research institute. The study was commissioned by the Kulturlobby Winterthur. In an interview, Nicole Mayer, president of the Winterthur Cultural Lobby and board member of House of Winterthur, explains what these figures mean for cultural policy.

The study highlights the economic impact of culture in Winterthur for the first time. What surprised you the most personally?
Nicole Mayer: The study has revealed some impressive figures. However, it’s not as if they completely surprised me. The fact that culture generates economic benefits and that the money invested in culture yields a multiple return is well-established and nothing new. With this study, we want to give this often-overlooked fact the attention it deserves.

The study shows how diverse the economic effects are—ranging from direct to indirect and induced effects. What do you think is particularly important to highlight here?
It is precisely this diversity of effects that we find interesting and important. After all, it demonstrates that culture has an impact in various directions. Thus, it leaves a direct economic footprint not only at the subsidized cultural institutions but far beyond them as well. Across Switzerland, the activities of subsidized cultural institutions in Winterthur are associated with approximately 166 million Swiss francs in value added and 1,240 full-time jobs. For Winterthur itself, approximately 60 million Swiss francs in direct value added are generated by these institutions and by tourism.

As president of the Kulturlobby Winterthur, Nicole Mayer represents the interests of the cultural community.

Every franc of subsidy generates approximately 6 francs in value added. How do you assess this leverage effect?
It demonstrates that cultural funding not only incurs costs but also generates economic benefits. This, in turn, makes cultural institutions a significant economic factor. They create added value in the form of jobs, which lead to further spending through wages. Furthermore, it stimulates local businesses through the purchase of goods and services, and visitors make non-cultural expenditures—such as in the restaurant and hotel industries—meaning that cultural funding also has an impact on tourism. The study shows that every franc of subsidy generates a multiple of that amount in economic activity. Culture therefore not only enriches social life—it also creates economic value. Culture, too, can deliver a “return on investment.”

Which industries or specific businesses in Winterthur benefit most visibly from a vibrant cultural scene in their day-to-day operations?
Cultural institutions rely on a variety of industries as suppliers, resulting in a highly fragmented range of input costs. These range from materials, rent, and energy to advertising expenses, insurance, and stage technology. The most clearly identifiable costs are those incurred by visitors outside the cultural sector. The restaurant and retail sectors benefit most from this, but transportation services and lodging are also utilized. Furthermore, Winterthur’s cultural offerings are a key factor in the city’s image. It’s no coincidence that the city calls itself a “City of Culture.” This reputation has a direct impact on quality of life, social cohesion, and the city’s appeal as a place to live. The entire city benefits from this.

What do you see as the most important message from the study—especially with regard to the region’s future?
That culture must be nurtured and must never be reduced to a mere “nice-to-have.” The study clearly shows that cultural subsidies pay off. This also means that cuts to cultural funding not only have a negative impact on the cultural sector but also have broader economic consequences. Furthermore, it seems to me that, especially in these somewhat fragile and uncertain times, it is all the more important to uphold culture. For, in addition to its economic impact, it serves as a central pillar for us as a society, connecting us socially and helping to shape our identity. Despite the facts and figures now available to us—which are important for our work—we must not underestimate or even forget these factors.