A key challenge highlighted by last year’s launch of the CREATE Plan is that many residents and creatives don’t view Delaware as a cultural destination, often seeking arts experiences elsewhere. But that perception is beginning to shift. In Sussex County, arts organizations and tourism leaders are working together to establish Delaware not only as a beach getaway but as a thriving cultural hub.
In 2023, Delaware welcomed more than 29 million visitors who generated $7 billion in spending. With over half of the state’s tourism assets, Sussex County is uniquely positioned to lead in shaping Delaware’s identity as a cultural destination. Freeman Arts Pavilion in Selbyville and Clear Space Theatre in Rehoboth show how aligning arts with tourism can fuel the economy and reshape what visitors expect from the state.
This work directly connects to CREATE Plan Recommendations #9, #10, and #11, which call for building a statewide cultural brand, expanding cultural tourism offerings, and ensuring the arts are at the forefront of Delaware’s tourism communications.
Since opening in 2008, Freeman Arts Pavilion has grown into a nationally recognized venue. Executive Director Patti Grimes of the Joshua M. Freeman Foundation recalled, “We started as a social experiment and wanted to know if the arts were something that Delmarva wanted. And not only did we find that the arts were something that people wanted, we knew and learned from our patrons that the arts were essential in Delaware. And last year, in 2024, we eclipsed a milestone of 1 million patrons crossing over our threshold in just 17 years.”
Freeman now draws audiences from 45 states. Grimes shared, “We actually have patrons who contact us and say, ‘When is your season schedule coming out? We want to make our vacation plans.’ And so many people come to Freeman Arts Pavilion and plan their vacation around that because it’s a place where their family can gather. It’s a place where the arts are available for all.”
The Pavilion’s reach has a major economic impact. Grimes noted, “For every dollar that is spent at Freeman Arts Pavilion, almost $2 goes out to our local economy. And last year, over $24 million of economic impact was driven by Freeman Arts Pavilion. And since our inception in 2008, almost $150 million in economic impact has been made to Southern Delaware and to the state of Delaware because of one organization.”
Just up the coast, Clear Space Theatre Company is showing how year-round programming sustains cultural tourism. Managing Director Joe Gfaller said, “In our most current season, we’re estimating about 28,000 guests will walk through our doors over the course of this year. And what’s wonderful is that depending upon the year, anywhere from 30 to 36 states are represented in our audience, as well as audience members who come to us from Canada, the Caribbean, and from Europe.”
He added, “We schedule our summer season each year to have three productions in a rotating repertory. So if you come to Rehoboth for a week, you can see three different main stage productions, plus a children’s show, and plus a cabaret show all within the same seven-day window. Now [patrons] make plans to travel to southern Delaware just to see specific programs in our season each year.” He continued, “It’s rare that a performance at Clear Space has not been sold out, sometimes months in advance.”
The company is helping shape the county’s cultural identity.
“We talk about coastal Delaware as not just the ‘culinary coast,’ but also the ‘cultural coast’.” Gfaller said. “You’ve got all the great programming at the Rehoboth Art League. You have concerts with Coastal Concerts for classical music. There are two different jazz fests. There’s the Rehoboth Beach Film Society. There’s such a thriving arts ecosystem that’s in Coastal Delaware currently.”
The CREATE Plan underscores why this momentum matters. Neil Kirschling, Executive Director of the Delaware Arts Alliance, explained, “The CREATE Plan found that largely Delaware is exporting consumers of the arts more than it is importing. At the same time, the state has released really exciting new statistics showing that in 2023, over 60% [of visitors] were participating in entertainment activities and over 40% were participating in culture activities, which far surpasses the national average.”
That opportunity depends on collaboration. As Patti Grimes put it, “Delaware is a cultural destination. We just don’t need it to be a secret. And so what I would envision is that the state and the counties and the tourism offices and the businesses and the arts organizations collaborate together to constantly put that message out.”
The progress in Sussex County shows what’s possible when arts and tourism align, but sustaining it will require ongoing partnership and investment. That commitment is already visible: Freeman Arts Pavilion is constructing a permanent venue to serve its growing audiences, while Clear Space Theatre is planning the county’s first purpose-built performing arts center. Together, these projects will anchor Delaware’s cultural brand and strengthen its national profile.
As Kirschling emphasized, “Delaware has a big opportunity here to really interconnect the arts and tourism with intentionality to make sure that we are marketing and branding Delaware as an exciting and fun place for people to travel to.”