Riverside artist Rebecca Waring-Crane’s latest project, Article 24, transforms food insecurity data into a powerful visual statement—inviting the community to take part in raising awareness and inspiring change.
When Riverside officials announced this month that The Cheech Marin Center for Chicano Art & Culture had generated $29 million in economic impact over its first two years, it was touted as evidence of a successful public investment. While nearly half of that figure – $13 million – came from one-time construction spending, a detailed analysis from an economic impact report funded by the City shows the museum has outperformed initial projections across measurable metrics.
The Cheech has exceeded initial projections. While planners in 2021 anticipated 100,000 visitors annually, the center drew 227,932 visitors in its first two years. Through ticketing software that tracks zip codes, The Cheech has determined that 89.6% of these visitors came from outside Riverside. These visitors generated local business impact: $2.2 million in restaurant spending, $1.5 million in retail purchases, and $510,000 in hotel revenue.
"The Cheech's economic impact is not in the form of a lump sum $29 million check cut to the City of Riverside," explains Ward 1 Councilmember Philip Falcone, who represents Downtown. "Rather, it is about quantifying the dollars spent on special hotel taxes, sales tax, events revenues, and other indirect monies that only are spent because people are traveling to Riverside, staying in Downtown hotels, and patronizing Downtown businesses brought here by the lure of The Cheech.”
"We believe that good programming attracts donors, members, foundation support, and earned revenue," says Drew Oberjuerge, Executive Director of Riverside Art Museum, which operates The Cheech. "We work to keep our exhibition offerings fresh. There is always something new to see at The Cheech."
Economic Benefits to Riverside
The center's impact extends beyond visitor spending. The economic analysis shows multiplier effects. "For every dollar of direct output associated with the Cheech, an additional $0.60 in economic activity was generated within Riverside through the indirect and induced effects," the report notes. Unlike seasonal attractions, like Riverside’s famous Festival of Lights, which drew 700,000 festival attendees in 2023, The Cheech operates year-round, providing consistent visitor activity throughout the year.
The Riverside Art Museum also employs 32 full-time and 43 part-time workers across administration, guest services, education, facility rentals, marketing, finance, fund development, exhibitions, and programming roles.
"This museum gave a saving shot in the arm to our Downtown economy," says Falcone.
"The Cheech is unique and especially valuable in that it brings to Riverside people who might not otherwise see all that our city has to offer," says Phil Pitchford, Riverside's Public Information Officer. "They may come as first-time tourists to The Cheech, but they come back as repeat visitors and perhaps even as employees of a local business or as residents."
From Vision to Reality
The Cheech's path from concept to museum began eight years ago:
February 2017 - "Papel Chicano Dos" exhibition at RAM draws record crowds
May 2017 - City announces plans for The Cheech, promises "private funding"
February 2025 - City announces $29M economic impact
Former City Councilmember Mike Gardner, who represented Downtown when the project was first introduced, has watched the evolution from initial concept to current success. "I always compared the potential of the Cheech with the National Museum of The Native American and the National Museum of African American History and Culture," he says. "The success of the Cheech should not be based on whether it directly pays for itself. It should be based on how it supports and educates others about our largest demographic and whether it functions as a draw for people who might not otherwise come to Riverside."
Operating Model and Sustainability
The center operates under a 25-year management agreement that includes an $800,000 annual management fee from the City, increasing by $25,000 each year. According to Oberjuerge, this fee covers about one-third of The Cheech's operating costs.
"Currently, the city management fee covers about one-third of The Cheech's operating costs, and we close the gap through revenue-producing activities," Oberjuerge explains. "We continue to build on our array of revenue-producing activities, which include earned revenue (admissions, store sales, tours, facility rentals, exhibition touring fees) and philanthropic (donations, memberships, sponsorships, grants, fundraising events, foundation grants)."
"We are only in the 3rd year of operating The Cheech," she adds, "and each year, we work to better understand each of our revenue streams. Staff spends considerable time on budgeting and revenue projections and how we run our business."
This funding structure represents an evolution from initial plans. "While not everyone may agree on city policies or choices," Oberjuerge notes, "the attendance numbers and number of press articles (hundreds and hundreds) attest to positive interest in The Cheech and in Riverside."
Pitchford addresses the public investment: "Some may disagree with the conclusion that the Cheech has infused $29 million into the City's economy, but even if this impact was reduced by 90%, the economic return would still exceed the City's investment in the project. The City does not provide such subsidies often, but when it does, it is with the intent of bringing more to the City of Riverside than the cost of the subsidy, which is the case for the Cheech."
Looking Forward
The Cheech continues to develop its programming. Upcoming exhibitions include the first retrospective of Chicana artist Amalia Mesa-Bains, works by local artists created in collaboration with community members, and a survey of Latinx artists across Texas.
"Two documentaries debuted in the last few months that share the story of The Cheech across the nation," Oberjuerge notes. "As Cheech has always said, 'You can't love or hate Chicano art until you see it.' And we encourage our community to come see it."
The Cheech has established itself as a community hub. "In this time of reported loneliness, political fragmentation, and skepticism of public anchor institutions, how does The Cheech bring people together and help us express communal meaning?" Oberjuerge asks. "Cheech famously quipped, 'Meet me at The Cheech!' And that's what we see - friends and family coming together to meet at The Cheech and local corporations and foundations hosting their important events at The Cheech."
