RRN 1,550 Art/Digital Media November 2009 Needs Assessment Prepared by Carli Straight Date: November 13, 2009 Art/Digital Media 1
Scope Data compiled in this report covers San Bernardino, Riverside, Orange, and Los Angeles counties. Data were drawn from external sources, including the Employment Development Department s California Labor Market Information and the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS), as well as Chaffey College s Colleague Administrative database. Data Sources and Calculations Educational Program Data TOP Code Program of Study 0614.10 Art/Digital Media: Design for Multimedia Emphasis 0614.30 Art/Digital Media: Web Design Emphasis 0614.60 Art/Digital Media: Computer Graphic Design for Print Media Emphasis The Taxonomy of Programs (TOP) is a standardized system used at the state level to classify programs and courses at California Community Colleges that are intended to achieve the same outcome. CIP Code 10.0304 Program of Study Animation, Interactive Technology, Video Graphics and Special Effects 11.0801 Web Page, Digital/Multimedia and Information Resource Design 11.0803 Computer Graphics The Classification of Instructional Programs (CIP) is a standardized coding system used at the federal level to facilitate accurate tracking, assessment, and reporting of fields of study and program completion at educational institutions throughout the country. This report draws on the Animation, Interactive Technology, Video Graphics and Special Effects, Web Page, Digital/Multimedia and Information Resource Design, and Computer Graphics CIP codes, which map to the Art/Digital Media TOP codes offered at Chaffey, so that Chaffey data can be viewed in relation to regional and statewide data. Completions Data Degree and certificate data regarding students at Chaffey College were collected from the Colleague Administrative database. Degree and certificate data for all comparison institutions were collected from the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS). All comparison institutions included in this report are postsecondary and have provided data to IPEDS. IPEDS defines postsecondary education as a formal program designed primarily for students beyond high school age. These include academic, vocational, and continuing professional education, and exclude avocational and adult basic education programs. 2
Occupational Data SOC Code Occupational Title 27.1014 Multi-Media Artists and Animators 15.1021 Computer Programmers 27.1024 Graphic Designers The Standard Occupational Classification (SOC) system is used by federal statistical agencies to classify workers into occupational categories. The CIP codes delineated above were mapped to the SOC codes listed in this table using the crosswalk described in the paragraph below. Educational Program to Occupation Crosswalk The TOP-CIP-SOC Crosswalk (Employment Development Department, 2007) was used in this report to map TOP codes to CIP and SOC codes. This crosswalk allows the user to estimate labor market demand for California Community College program completers using SOC-based projections from the California Labor Market Information Division. Industry Data The North American Industry Classification System (NAICS) is used by federal statistical agencies to classify business establishments for the purpose of conducting and reporting research on the U.S. business economy. The Standard Occupation Classification codes are mapped to industry data by the California Labor Market Information Division. Industry information is used to geographically map the business locations of potential employers as well as to observe trends across the industries that employ the occupations identified above. 3
Introduction and Contents Contents Background Information 5 Regional Job Outlook 7 Largest and Fastest Growing Industry Employers 10 Regional Graduation Summary 13 Chaffey College s Performance on Core Indicators 15 Map of Selected Regional Employers and Competitor Institutions 17 Regional Definitions Inland Empire includes the Riverside-San Bernardino-Ontario Metropolitan Statistical Area (MSA) Los Angeles County includes the Los Angeles- Long Beach-Glendale Metropolitan Division Orange County includes the Santa Ana- Anaheim-Irvine Metropolitan Division Purpose and Goals Chaffey College currently offers three emphases in Art/Digital Media: Computer Graphic Design for Print Media, Design for Multimedia, and Web Design. Specifically, students can choose to pursue a 40-unit Degree or Certificate in Computer Graphic Design for Print Media, a 36-37 unit Degree or Certificate in Design for Multimedia, or a 26-unit Degree or Certificate in Web Design. The 2009-2010 College Catalog program description reads as follows: The Digital Media program is a cross-discipline program designed to prepare students for employment in the fields of Web Design, Graphic Design, Motion Graphics, Sound Design, and Interactive Multimedia. Both degrees and certificates are offered in three separate digital media career field emphases. The purpose of this report is to integrate and analyze data from multiple sources to determine labor market needs for the Art/Digital Media program at Chaffey College. Key Terms and Concepts Replacement Jobs: Replacement jobs refer to the number of job openings due to workers leaving an occupation. Annual Openings: Annual openings are calculated by adding the number of new jobs to the number of replacement jobs, divided by the number of years in the projection period. Projections: Projections of employment are calculated by the Employment Development Department and are based on a mathematical formula that includes historical employment and economic indicators along with national, state, and local trends. Occupation: Jobs are grouped into occupations using the federal Standard Occupational Classification (SOC) system. Industry: Occupations are grouped into industries using the North American Industry Classification System (NAICS). Wages: Hourly wages are reported in percentiles and averages. The 25 th percentile is a useful proxy of entry-level wages and the 75 th percentile of experienced-level wages. 4
Background Information Art/Digital Media Art/Digital Media programs in California Community Colleges focus on teaching students skills that combine computer and other electronic technologies with skills and techniques from various fine arts and communications disciplines. 1 The following three occupational categories provide employment opportunities for completers of Art/Digital Media programs, with emphases in Design for Multimedia, Web Design, and Computer Graphic Design for Print Media. The descriptions of job duties are provided by the Occupational Information Network. 2 Multi-Media Artists and Animators Multi-Media Artists and Animators create special effects, animation, or other visual images using film, video, computers, or other electronic tools and media for use in computer games, movies, music videos, and commercials. Typical Tasks Design complex graphics and animation Create two- and three-dimensional images depicting objects in motion or illustrating a process, using computer animation or modeling programs Make objects or characters appear lifelike by manipulating light, color, texture, shadow, and transparency, or manipulating static images to give the illusion of motion Assemble, typeset, scan and produce digital camera-ready art or film negatives and printer s proofs Apply story development, directing, cinematography, and editing to animation to create storyboards that show the flow of the animation and map out key scenes and characters Script, plan, and create animated narrative sequences under tight deadlines, using computer software and hand drawing techniques Create basic designs, drawings, and illustrations for product labels, cartons, direct mail, or television Develop briefings, brochures, multimedia presentations, web pages, promotional products, technical illustrations, and computer artwork for use in products, technical manuals, literature, newsletters and slide shows Use models to simulate the behavior of animated objects in the finished sequence 1 California Community Colleges, Chancellor s Office, Taxonomy of Programs, Sixth Edition (Corrected Version). 2 O*Net Online: http://online.onetcenter.org/find 5
Computer Programmers Computer Programmers convert specifications and statements of problems and procedures to detailed logical flow charts for coding into computer language. They develop and write computer programs to store, locate, and retrieve specific documents, data, and information. Typical Tasks Correct errors by making appropriate changes and rechecking the program to ensure that the desired results are produced Conduct trial runs of programs and software applications to ensure that the desired results are produced Write, update, and maintain computer programs or software packages to handle specific jobs Write, analyze, review, and rewrite programs, applying knowledge of computer capabilities, subject matter, and symbolic logic Perform or direct revision, repair, or expansion of existing programs to increase operating efficiency or adapt to new requirements Consult with managerial, engineering, and technical personnel to clarify program intent, identify problems, and suggest changes Perform systems analysis and programming tasks to maintain and control the use of computer systems software as a systems programmer Document program development and subsequent revisions, inserting comments in the coded instructions so others can understand the program Prepare detailed workflow charts and diagrams that describe input, output, and logical operation, and convert them into a series of instructions coded in a computer language Consult with and assist computer operators or system analysts to define and resolve problems Graphic Designers Graphic Designers design or create graphics to meet specific commercial or promotional needs, such as packaging, displays, or logos. Typical Tasks Create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts Determine size and arrangement of illustrative material and copy, and select style and size of type Confer with clients to discuss and determine layout design Develop graphics and layouts for product illustrations, company logos, and Internet websites Review final layouts and suggest improvements as needed Prepare illustrations or rough sketches of material, discussing them with clients or supervisors and making necessary changes Use computer software to generate new images Key information into computer equipment to create layouts for client or supervisor Maintain archive of images, photos, or previous work products Prepare notes and instructions for workers who assemble and prepare final layouts for printing 6
Regional Job Outlook Projected Regional Job Outlook The table below displays 2006 employment estimates and 2016 projections for the three occupational groups that employ Art/Digital Media program completers. Los Angeles County provides the most jobs for all three occupations. The greatest numbers of openings are available for Multi-Media Artists and Animators and Graphic Designers. Total Estimated 2006 Jobs Total Projected 2016 Jobs Projected Growth (%) Ave. Annual New Job Openings Ave. Annual Replacement Job Openings Ave. Annual Total Job Openings Multi-Media Artists and Animators State of California 27,900 36,800 8,900 (31.9%) 890 650 1,540 Inland Empire 1,340 1,720 380 (28.4%) 38 31 69 Los Angeles CO 19,870 25,030 5,160 (26.0%) 516 465 981 Orange CO 1,470 1,860 390 (26.5%) 39 34 73 Computer Programmers State of California 36,900 35,700-1,200 (-3.3%) -120 890 770 Inland Empire 1,200 1,190-10 (-0.8%) -1 26 25 Los Angeles CO 8,000 6,990-1,010 (-12.6%) -101 268 167 Orange CO 3,500 3,180-320 (-9.1%) -32 105 73 Graphic Designers State of California 36,700 41,800 5,100 (13.9%) 510 980 1,490 Inland Empire 1,280 1,470 190 (14.8%) 19 34 53 Los Angeles CO 13,350 14,190 840 (6.3%) 84 355 439 Orange CO 4,970 5,610 640 (12.9%) 64 132 196 Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited November 3, 2009). 7
Projected Regional Job Growth The graphs below show the projected growth from 2006 to 2016 of occupations that employ Art/Digital Media program completers. As the graphs indicate, Computer Programmer positions are expected to decline across all regions of interest. Multi-Media Artist and Animator positions, on the other hand, are expected to grow across all regions. Multi-Media Artists and Animators Computer Programmers 50 30 % Growth 40 30 20 10 0 California Inland Empire Los Angeles County Orange County % Growth 20 10 0-10 -20 California Inland Empire Los Angeles County Orange County Graphic Designers 50 % Growth 40 30 20 10 0 California Inland Empire Los Angeles County Orange County Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited November 3, 2009). 8
Regional Hourly Wages This table displays the 2009 hourly wage statistics of individuals working in occupations related to Art/Digital Media. Across the three occupations, wages are comparable for Multi-Media Artists and Animators and Computer Programmers, but slightly lower for Graphic Designers. Within each occupation, wages are highest in Los Angeles and Orange counties. Mean Hourly Rate 25 th Percentile Median Hourly Rate 75 th Percentile Multi-Media Artists and Animators State of California $38.13 $25.48 $34.85 $47.21 Inland Empire $29.59 $22.78 $29.12 $34.42 Los Angeles CO $39.58 $26.07 $35.21 $47.81 Orange CO $30.82 $23.22 $28.82 $37.96 Computer Programmers State of California $40.58 $29.92 $39.31 $49.90 Inland Empire $29.87 $22.21 $28.01 $36.42 Los Angeles CO $38.54 $29.88 $37.94 $47.27 Orange CO $38.03 $28.86 $37.77 $47.34 Graphic Designers State of California $27.28 $18.80 $24.76 $32.90 Inland Empire $21.56 $15.44 $20.01 $25.42 Los Angeles CO $27.69 $18.59 $24.70 $34.50 Orange CO $26.10 $19.58 $24.53 $30.86 Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited November 3, 2009). 9
Largest and Fastest Growing Industry Employers Largest Industry Employers of Art/Digital Media Occupations The graphs below display the 2006 staffing patterns of the ten largest industries employing each of the three Art/Digital Media-related occupational groups across the state of California. Multi-Media Artists and Animators are only employed by four industries in California, whereas Computer Programmers and Graphic Designers can find employment in ten or more industries. Multi-Media Artists and Animators Computer Programmers Number of Employees 2,000 1,600 1,200 800 400 0 Computer Systems Design and Rel Se... Advertising and Related Services Software Publishers Newspaper, Book, & Directory Publi... Number of Employees 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Computer Systems Design and Rel Se... Software Publishers Electronics and Appliance Stores Employment Services Colleges and Universities Commercial Goods Merchant Wholesa... Management & Technical Consulting Svc Management of Companies and Enterp... Local Government General Medical and Surgical Ho spitals Graphic Designers 6,000 Number of Employees 5,000 4,000 3,000 2,000 1,000 0 Specialized Design Services Newspaper, Book, & Directory Publis... Advertising and Related Services Printing and Related Support Activities Computer Systems Design and Rel Se... Management & Technical Consulting Svc Architectural and Engineering Services Employment Services Other Miscellaneous Manufacturing Management of Companies and Enterp... Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited November 3, 2009). 10
Change Over Time of the Largest Industry Employers of Art/Digital Media Occupations The graphs below display projections of change over time from 2006-2016 of the largest industries employing Art/Digital Media occupations in the state of California. Strong growth is expected in three of the four industries that employ Multi-Media Artists and Animators and in most of the industries employing Graphic Designers, however, few of the industries that employ Computer Programmers are expected to grow. Multi-Media Artists and Animators Percent Change 100% 80% 60% 40% 20% 0% Computer Systems Design and Rel Se... Advertising and Related Services Software Publishers Newspaper, Book, & Directory Publi... Percent Change Computer Systems Design and Rel Se... Computer Programmers 60% 40% 20% 0% -20% -40% Employment Services Software Publishers Electronics and Appliance Stores Colleges and Universities Commercial Goods Merchant Wholes... Management & Technical Consulting Svc Management of Companies and Enter... Local Government General Medical and Surgical Hospitals 80% Graphic Designers Percent Change 60% 40% 20% 0% -20% Specialized Design Services Newspaper, Book, & Directory Publis... Advertising and Related Services Printing and Related Support Activities Computer Systems Design and Rel Se... Management & Technical Consulting Svc Architectural and Engineering Services Employment Services Other Miscellaneous Manufacturing Management of Companies and Enterp... Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited November 3, 2009). 11
Other Industries with Growth in Art/Digital Media Occupations Aside from the industries that were displayed in the graphs above, Computer Programmer and Graphic Designer occupations are associated with additional industries with growth. The table below displays these industries along with their numeric change and percent growth from 2006 to 2016. Employment in California Industry 2006 2016 Numeric Change Percent Growth Computer Programmers Office Administrative Services 700 800 100 14.3% Scientific Research and Development Svc 600 700 100 16.7% Electronic Markets and Agents/Brokers 400 500 100 25.0% Pharmaceutical & Medicine Manufacturing 200 300 100 50.0% Graphic Designers Software Publishers 300 400 100 33.3% Misc Durable Goods Merchant Wholesalers 300 400 100 33.3% ISPs and Web Search Portals 200 300 100 50.0% Scientific Research and Development Svc 200 300 100 50.0% Misc Nondurable Goods Merchant Whsle 100 200 100 100.0% Electronic Markets and Agents/Brokers 100 200 100 100.0% Professional and Similar Organizations 0 100 100 N/A Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited November 3, 2009). 12
Regional Graduation Summary Education and Training 3 Art/Digital Media programs prepare students for positions in three occupations. Specific education and/or training requirements for each occupation are listed below. These requirements reflect the manner in which most workers become proficient in the occupation and the preferences of most employers. Occupation Title Multi-Media Artists and Animators Computer Programmers Graphic Designers Minimum Educational Requirement Bachelor s Degree Bachelor s Degree Bachelor s Degree Regional Completers in Art/Digital Media Programs The table below displays the number of program completers in the 2007-08 academic year at regional institutions offering an associate s degree or certificate in Art/Digital Media, with emphases in Animation, Interactive Technology, Video Graphics, and Special Effects; Web Page, Digital/Multimedia and Information Resource Design; and/or Computer Graphics. Besides Chaffey College, there are 37 institutions offering degrees and/or certificates in these areas below the baccalaureate level across the four county region. Institution Name < 1 year Certificate 1 to < 2 year Certificate Award Level Associate s Degree 2 to < 4 year Certificate Chaffey College -- 2 7 -- Antelope Valley College -- 10 17 0 Baldwin Park Adult & Community Education 18 -- -- -- Cerritos College -- -- 3 0 Citrus College 1 -- 2 0 Coastline Community College -- -- -- 0 College of the Canyons -- -- 1 0 College of the Desert 3 -- 3 0 Crafton Hills College -- -- -- 0 Cypress College -- 10 -- 0 East Los Angeles College -- -- 1 -- El Camino Community College District -- -- -- 0 Fullerton College -- 5 -- 0 Glendale Community College 5 -- 1 0 Gnomon School of Visual Effects -- 32 -- -- Golden West College -- -- -- 0 3 Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited November 3, 2009). 13
Irvine Valley College 1 -- 3 0 ITT Technical Institute-Anaheim -- -- 0 -- ITT Technical Institute-San Bernardino -- -- 17 -- ITT Technical Institute-San Dimas -- -- 21 -- ITT Technical Institute-Torrance -- -- 7 -- Long Beach City College -- -- 1 -- Los Angeles City College 0 -- -- -- Los Angeles Mission College -- -- 2 -- Los Angeles Pierce College -- 0 -- -- Mt. San Antonio College 3 6 8 0 Mt. San Jacinto Community College District 1 -- -- 0 Orange Coast College -- 4 3 0 Palladium Technical Academy 5 -- -- -- Rio Hondo College -- 1 1 0 Riverside Community College -- -- -- 0 Saddleback College 10 -- 5 0 Santa Ana College 3 10 2 0 Santa Monica College -- -- 0 0 Santiago Canyon College -- -- -- 0 The Art Institute of California- Hollywood The Art Institute of California-Orange County -- -- 0 -- -- -- 8 -- Video Symphony EnterTraining 23 -- -- -- Total 73 80 113 0 Note: -- indicates that this type of degree is not offered. 0 indicates that this degree/certificate level is offered but no degrees or certificates were granted. Source: National Center for Education Statistics, U.S. Department of Education, Integrated Postsecondary Education Data System, on the Internet at: http://www.nces.ed.gov/collegenavigator/ 14
Chaffey College s Performance on Core Indicators The Perkins IV Career and Technical Education Improvement Act of 2006 mandates that all state and local postsecondary institutions provide data on six core performance indicators for their career and technical education programs. These indicators are: 1) Technical Skill Attainment; 2) Completions; 3) Persistence and Transfer; 4) Employment; 5A) Nontraditional Participation; and 5B) Nontraditional Completion. Performance goals are set at the state and local levels and progress is monitored based on a comparison between the actual percentage of students who master each performance area and the negotiated levels of performance. 2007-2008 Chaffey College Performance on Core Indicators The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the three Art/Digital Media TOP codes. Due to the small numbers of students in these programs, there are not much data to examine. However, where data are available, Chaffey students are achieving above district and state negotiated levels. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Art/Digital Media: Design for Multi-Media Emphasis Core 1 Technical Skill Attainment 92.46% 92.46% 100.00% N/A Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 66.13% 66.13% 100.00% N/A Core 3 Persistence and Transfer 82.18% 82.18% 100.00% N/A Core 4 Employment 79.86% 79.86% DR N/A Core 5a Non-traditional Participation 21.47% 17.76% N/R N/R Core 5b Non-traditional Completions 23.28% 17.72% N/R N/R Art/Digital Media: Web Design Emphasis Core 1 Technical Skill Attainment 92.46% 92.46% 94.44% 2.0% Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 66.13% 66.13% 80.00% 13.9% Core 3 Persistence and Transfer 82.18% 82.18% 100.00% 17.8% Core 4 Employment 79.86% 79.86% DR N/A Core 5a Non-traditional Participation 21.47% 17.76% N/R N/R Core 5b Non-traditional Completions 23.28% 17.72% N/R N/R 15
Art/Digital Media: Computer Graphic Design for Print Media Emphasis Core 1 Technical Skill Attainment 92.46% 92.46% 100.00% N/A Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 66.13% 66.13% 100.00% N/A Core 3 Persistence and Transfer 82.18% 82.18% 100.00% N/A Core 4 Employment 79.86% 79.86% N/R N/R Core 5a Non-traditional Participation 21.47% 17.76% N/R N/R Core 5b Non-traditional Completions 23.28% 17.72% N/R N/R Notes: 1 DR notation indicates privacy requirements - EDD requires that counts less than six not be displayed 2 N/A (Not Applicable) indicates denominators less than 10 3 N/R (Not Reported) indicates categories where no paritcipants were reported Source: CA Community Colleges Reporting Services, College Core Indicator Information by 6-Digit TOP (2009-2010). 16
Map of Selected Regional Employers and Competitor Institutions The Computer Repair and Related Services industry supplies a vast amount of jobs for Art/Digital Media program completers in the state of California. Across the four counties of interest, there are 4,155 industry employers listed by the California Labor Market (2,292 in Los Angeles County, 1,411 in Orange County, 223 in Riverside County, and 229 in San Bernardino County). This map illustrates the location of all of these employers. Also included in the map are the locations of Chaffey College and other competitor institutions offering degrees or certificates in Art/Digital Media programs. 17