The Westmoreland Cultural Trust, through its operation of the Palace Theatre in Greensburg and other real estate holdings and sponsored activities, had an economic impact to the county of nearly $13 million last year, according to a study released by the nonprofit agency.
Executive Director Benjamin Luczak said the trust commissioned the private study earlier this year in response to what he said was an anticipated national conversation over the importance of cultural organizations in communities.
“With everything going on the nation we wanted to say that arts and culture are important to society,” Luczak said. “We are the largest cultural organization in the Laurel Highlands region.”
The study, conducted by Fourth Economy, a national economic consulting firm, found the trust generated $12.8 million in direct and indirect economic benefits to the county, including the creation of about 700 jobs.
The trust employs a staff of 102, including 44 full- and part-time workers and a variety of contracted employees and volunteers.
Through ticket sales and other activities, it produced $9.5 million in direct benefits to the county, according to the study.
The trust operates the century-old 1,300-seat Palace Theatre in downtown Greensburg, manages the Greensburg Civic Garden Center and owns two other buildings, the Union Trust Building at the corner of Main and Otterman streets and the Stark/James building on Otterman Street. It hosts 32 tenants that include retail space and offices.
It operated last year with a $6.8 million budget.
A similar impact study a decade ago found the trust contributed about $9 million to the local economy in 2014, Luczak said.
The Palace Theatre saw more than 90,000 spectators at 120 events in 2014. Another 57,000 people attended events at the garden center.
“It means everything to Greensburg,” said Mayor Rob Bell said of the cultural trust. “It’s one of our biggest attractions in the city and it brings us many feet in the street. When they have events at the Palace, every restaurant and bar in Greensburg is packed.”
Westmoreland Chamber of Commerce President Dan DeBone said the trust is essential to promote and enhance the county.
“As we continue to try to promote Westmoreland County, having a robust cultural district is important. It’s part of the energy and vision we need to continue to attract people to visit and live in Westmoreland County,” DeBone said. “A very strong cultural district is what a community needs to grow.”
The trust receives no direct operating funding from Westmoreland County, but for years has been awarded grants funded through the county’s 5% hotel tax for marketing campaigns related to the garden center and Palace Theatre.
Westmoreland Commissioner Sean Kertes, a member of the trust’s board of directors, said it’s money well spent.
“The cultural trust is a major economic driver, maybe only second to the airport. It’s a major asset in Westmoreland County,” Kertes said.
Luczak said the trust’s impact on the community is expected to grow.
The Palace Theatre will celebrate its 100th birthday in 2026 and officials said plans are in place to enhance offerings in future years, including bringing more headline acts to the county.
“We expect the numbers to grow. We want to back to where it was a few years ago,” Luczak said. “We also see a need for more family programming.”