It will come as no surprise to artists that, for the second straight year, nonprofit theaters contributed $1.9 billion to the national economy in 2010, according to the latest annual survey by Theatre Communications Group.

But it might come as a surprise that no one seems to care. Or at least that figure doesn’t hold much sway when it comes to supporting arts-funding measures at the ballot box.

Two studies separately presented at last week’s national TCG conference in New York suggest that “numbers like $1.9 billion aren’t landing with the kind of impact they really should on the average person,” said Curious Theatre’s Chip Walton, who attended.

A survey commissioned by ArtsWave of Cincinnati concluded that the presumed value average Americans place on economic impact statements, or arts in education, for that matter, may be exaggerated.

In other words, most people think the arts are good, but a significantly lower number consider them a public good.

The results of the Cincinnati survey were shocking to ArtsWave senior adviser Margy Waller. But they provide invaluable data the organization is using to fundamentally change the way arts advocates should be communicating about the value of arts and culture in their communities.

Among the survey’s conclusions, Waller told conference attendees, is that “the existing landscape of public understanding is not conducive to a sense of broadly shared responsibility for the arts.” So ArtsWave is changing the message, and to great success — emphasizing not just dollars and cents but the notion that arts and culture is a public good in which all citizens have both a stake, and a share in the potential windfall.

That means telling someone who doesn’t like opera that it’s OK to not like opera — but that everyone benefits from those who do go, rent hotels and eat in restaurants. Waller calls it the arts ripple effect.

Traditional economic messages about how great arts necessarily create great cities fail to resonate “because they compete with other, usually more compelling, ideas about how to bolster an economy,” Waller told August Schulenburg in an article for TCG.

The message that carries greater impact, she said, is that arts create vibrant, lively neighborhoods, revitalize communities and bring tourists and new residents to an area. “This goes well beyond the usual dollars-and-cents argument,” she said.

The lesson, Walton said, is to not to go out and talk in phrases like “arts and culture” that carry no meaning or motivation. Better to talk about creativity and quality of life.”

Neverthless, the economic-impact study is a welcome annual infusion of credibility for anyone caught in an argument about the value of arts and culture to the economy of communities.

The survey of nearly 2,000 nonprofit theaters concluded those companies attracted 31 million audience members to 163,000 performances of 16,000 productions, and employed 119,800 artists, administrators and technical production staff. In total, 1.4 million Americans subscribed to a theater season.

The $1.9 billion impact estimate, based on surveys of 171 member companies and analysis of tax records filed by 1,636 more, accounts only for salaries, benefits and payments for goods and services. The actual impact is much greater, the theater group says, when you take into account dining, parking, babysitters, hotels and more.

Read more about it

Theatre Communications Group’s complete Theatre Facts 2010

More on ArtsWave Cincinnati’s research and findings

Briefly … After a three-year dormancy, Colorado’s longest-running gay theater company is coming back to life as Theatre Out Denver. Steven Tangedal, artistic director of the 37-year-old Theatre Group that disbanded in 2008, will remount his 2006 award-winning “Southern Baptist Sissies” Feb. 24-March 24 at the Crossroads Theatre in Five Points. Read more about it on our “Running Lines” blog …

While the touring production of “The Lion King” is visiting Denver through Dec. 4, the Broadway production last week entered its 15th year. In all, 19 global productions have been seen by more than 63 million people, and grossed more than $4.7 billion. …

A national touring production of Larry Kramer‘s incendiary AIDS play “The Normal Heart” was announced last week. Count the Denver Center as interested, said president Randy Weeks. The earliest it might come to Denver is fall 2012 …

And finally … Turns out the pro-Shakespeare drumbeat grew so loud just before the opening of the new film “Anonymous” that the number of screens showing the film was reduced from 2,500 to just 265. The film has since been largely discredited, so Will dodged that bullet, but he’s not off the hook yet. A new Canadian film in the works, “The Shakespeare Conspiracy,” will contend that leading English playwright Christopher Marlowe faked his murder in 1593 to avoid prosecution for treason, and continued to write while in hiding, using Shakespeare as a front.

John Moore: 303-954-1056 or jmoore@denverpost.com

This week’s theater openings

Opening today, Nov. 20, through Jan. 15: Union Colony Diner Theatre’s “The Taffetas” (Sundays only) Greeley



Opening Friday, Nov. 25, through Dec. 18: Shadow Theatre’s “In the Presence of God” (at Denver Civic Theatre)



Opening Friday, Nov. 25, through Dec. 11: Arvada Festival Playhouse’s “The Man Who Rented Christmas”



Opening Friday, Nov. 25, through Dec. 24: The Avenue’s “Santa’s Big Red Sack”



Opening Friday, Nov. 25, through Dec. 23: Bovine Metropolis’ “Real Housewives of the North Pole”



Opening Friday, Nov. 25 (open-ended): “The Dinner Detective,” at the Midtown Arts Center Fort Collins



Opening Saturday, Nov. 26, through Dec. 30: Dangerous Theatre’s “Kentucky Claus and the Rebel Elves”



Opening Saturday, Nov. 26, through Dec. 18: Parker Arts Council’s “A Christmas Carol”



Opening Sunday, Nov. 27, through Dec. 18: Mo Productions’ “Columbo and the Case of the Country Christmas Killer,” at the downtown Broker Hotel

This week’s theater closings

Today, Nov. 20: Denver Center Theatre’s Company’s “American Night,” at the Ricketson Theatre



Today, Nov. 20: Spark Theater’s “Two Gentlemen of Verona”



Today, Nov. 20: 73rd Avenue Theatre Company’s “Billy the Poet,” Westminster



Today, Nov. 20: Defiance Community Players’ “Hairspray,” Glenwood Springs



Saturday, Nov. 26: The Next Pony’s “Cannibal! The Musical,” at the Bug Theatre



Sunday, Nov. 27: OpenStage’s “The Rocky Horror Show” Fort Collins



Sunday, Nov. 27: Millibo Art Theatre’s “Four-Play Tonight,” Colorado Springs

This week’s Best Bet” “Girls Only”

“Girls Only” giggles its way back to town: Never underestimate the power of the slumber party. “Girls Only: The Secret Comedy of Women,” started out as a modest gathering of women at the Avenue Theater to revisit sweetly ridiculous rites of passage like boys, puberty and general girliness. Then it got picked up by the Denver Center’s Galleria Theatre, where it was a two-year hit and has since expanded nationally faster than that killer plant in “Little Shop of Horrors.” The “girls night out” comedy, born out of the earnest and sweetly ridiculous writings of the writers’ childhood diaries, is back for a limited engagement through Dec. 31 at the Galleria, where it was seen by more than 90,000 and grossed more than $2 million. Original writers and stars Barbara Gehring and Linda Klein return for most performances. Showtimes: 7:30 p.m. daily except Mondays, with some additional performances scheduled (call for details). $31. Call 303-893-4100, or go to denvercenter.org

This weekend’s other theater openings

“Almost, Maine” In this series of comic and often heartfelt scenes by John Cariani, the residents of a small Maine town called “Almost” find themselves falling in and out of love in unexpected and often hilarious ways. Through Dec. 30. Bas Bleu Theatre, 401 Pine St., Fort Collins, 970-498-8949 or basbleu.org

“A Christmas Story” In this stage adaptation of the popular film, it’s Christmastime in the mid-1940s, and all 9-year-old Ralphie wants under the tree is a genuine Red Ryder BB gun. But the consistent response to his determined pleas is “You’ll shoot your eye out!” Through Dec. 29. Backstage Theatre, 121 S. Ridge St., Breckenridge, 970-453-0199 or backstagetheatre.org

“A Christmas Tradition” Heritage Square Music Hall’s annual holiday musical and comedy revue includes Christmas carols, popular holiday songs and comedy skits. Through Dec. 31. 18301 W. Colfax Ave., Golden, 303-279-7800 or hsmusichall.com

“A Christmas Twist” In this mashup of “A Christmas Carol” and “Oliver Twist,” a boy named Tiny Twist mingles with a host of characters who don’t seem to know what play they are in, all thrown together in a new and comic exploration into what Christmas really means. Through Dec. 17. Presented by Firehouse Theatre at the John Hand Theatre, 7653 E. First Place, 303-562-3232 or firehousetheatercompany.com

“The Eight: Reindeer Monologues” In this adult comedy, it’s a heated environment up at the frigid North Pole. Santa has been a very bad boy … and the reindeer are talking about it, disclosing secrets after years of pent-up anger. Through Dec. 18. The Edge Theatre, 9797 W. Colfax Ave., Lakewood, 303-232-0363 or theedgetheatre.com

“Escanaba: 1922” This final chapter in Jeff Daniels’ quirky “Escanaba” trilogy, set in 1922, serves as the prequel. In Michigan’s Upper Peninsula, two hunting buddies explore family, loyalty and the journey to find a place where they can feel truly settled. Holy Wah! Through Dec. 18. Aurora Fox, 9900 E. Colfax Ave., Aurora, 303-739-1970 or aurorafox.org

“Four-Play Tonight” This collaborative effort will have company members creating four new short plays from start to finish in 164 hours. Through Nov. 27. Millibo Art Theatre, 1367 Pecan St., Colorado Springs, 719-685-4729 or themat.org

“Irving Berlin’s White Christmas” The Irving Berlin stage spectacular, based on the 1954 musical film, is full of dancing, laughter and some of the greatest songs ever written, including “Blue Skies,” “How Deep is the Ocean” and, of course, the title song. Through Jan. 1. At the Midtown Arts Center, 3750 S. Mason St., Fort Collins, 970-225-2555 or adinnertheatre.com

“The Merchant of Venice” Shakespeare’s most problematic play is a romantic comedy, courtroom thriller and exploration of racial prejudice, all at once. But in a post-Holocaust century, it’s best known for the Jewish villain who emphatically demands his pound of Christian flesh. Through Dec. 3. Presented by the Upstart Crow at the Dairy Center for the Arts, 2590 Walnut St., Boulder, 303-444-7328 or theupstartcrow.org

“Scrooge, the Musical” This stage adaptation of the Albert Finney film tells the fate of the curmudgeon visited by three Christmas ghosts. Songs include “Thank You Very Much.” Through Dec. 31. Presented by Candlelight Dinner Playhouse, 4747 Market Place Drive, Johnstown, 970-744-3747, 1-877-240-4242 or coloradocandlelight.com

“Wynot Radio Theatre” This is a theatrical show that spoofs old-time radio. 6 p.m. tonight and Saturday. Presented by Gold Creek Productions at the Imperial Hotel, 123 N. 3rd St., Cripple Creek, 719-344-9274 or wynot-radio.com

Complete theater listings

Go to our complete list of every currently running production in Colorado, including summaries, run dates, addresses, phones and links to every company’s home page. Or check out our listings by company or by opening date

The Running Lines blog