2011 port colborne canal days economic impact study

8/3/2019 2011 Port Colborne Canal Days economic impact study

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1

2011 Port Colborne Canal DaysEconomic Impact Study

Port Colborne, Ontario • July 29 to August 1, 2011

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methodology

Data collection

Survey technique On-site surveys

Sample size 600 completed on-site surveys

Days surveyed All days of event

Economic modeling

Tourism expenditure inputs On-site survey

Operational expenditure inputs Accounting records

Economic modeling Ontario TREIM Model




EXECUTIVE SUMMARY

1. Total economic impact of Canal Days estimated at $2.1M

• Impact derived from spending by non-locals and event operations

• Estimate includes direct, indirect and induced impacts

2. Local employment supported by event• Festival-related spending supports equivalent of 42 full-year jobs

• Spending also supports tax revenue at all three levels of government

3. Local residents spent $4.9M related to event

• While not economic impact, demonstrates local support for Canal Days

• Locals spent $2.1M at restaurants, bars, clubs and concessions

4. Celebrate Ontario funding resulted in additional $120K spending in region

• 5km run and Youth Concert at HH Knoll inuenced many non-locals to attend

• Spending by these attendees, along with corresponding operational expenses contributedto increase

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EXECUTIVE SUMMARY

5. Canal Days attracts tourists from many regions

• Approximately one-third of attendees resided beyond 40km

• Many non-locals resided in the Toronto area, 10% were from outside Canada

6. Vendors most popular feature of event

• West Street vendors were visited by approximately 70% of attendees• Almost half also visited reworks, Market Square concerts, Cars and Kites and Tall Ships

7. Print article most popular information source

• One-third indicated they obtained information from print articles

• Many also consulted signs or posters, radio, event’s web site and print ads

8. Sponsors recalled and appreciated by event goers

• TD Canada Trust, Enbridge and OLG most recalled sponsors

• 63% of attendees choose to do business with companies that support Canal Days

9. Canal Days highly rated by attendees

• Majority rated all aspects of event favourably

• Sponsors support an event with exceptional visitor satisfaction

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Event attendance

Total number of visits 300,000

Average visits per person 1.9 visits

Total unique attendees 158,000

Percentage local (up to 40km) 67%

Percentage non-local (beyond 40km) 33%

Number of locals (up to 40km) 106,000

Number of non-locals (beyond 40km) 52,000

Total unique attendees 158,000

Celebrate Ontario-related attendance

Number of non-locals (beyond 40km) 52,000Non-locals attributable to 5km run 550

Non-locals attributable to Youth Concert at HH Knoll 825

Estimated non-locals in absence of program 50,625

ECONOMIC BENEFITS




Economic impact Port Colborne Ontario

Initial expenditures $3.2M $3.2M

Spending by non-local attendees $2.8M $2.8M

Event operations $0.4M $0.4M

GDP (Net Economic Impact) $2.1M $2.7M

Direct $1.5M $1.5M

Indirect $0.3M $0.6M

Induced $0.3M $0.6M

Employment supported 42 49

Taxes generated $1.1M $1.4MFederal $0.6M $0.7M

Provincial $0.5M $0.6M

Municipal $0M $0.1M

ECONOMIC BENEFITS




$10,000

$40,000

$55,000

$115,000

$120,000

$155,000

$170,000

$210,000

$325,000

$430,000

$495,000

$705,000

Spending estimates by non-locals

Restaurants, bars and clubs

Concessions

Accommodations

Merchandise purchased on event site

Tickets, admisssions, rides

Parking, fuel, or repairs

Groceries, other food and beverages

Retail clothing purchased off-site

Other entertainment, attractions, museums

Other merchandise purchased off-site

Car rentals

Public transit or taxis

Total spending by non-locals $2,830,000

ECONOMIC BENEFITS




$55,000

$5,000

$5,000

$5,000

$8,000

$10,000

$15,000$35,000

$55,000

$100,000

$134,000

Operational spending

Wages/salaries paid to staff

Locally hired entertainment

Security/police

Equipment and vehicle rentals

Advertising, promotion, printing

Waste removal/Port-O-Let rentals

Television production

Hotels/accommodations

Catering/food/restaurants

Ofce expenses

Other expenses

Total operational expenditures $427,000

ECONOMIC BENEFITS




$10,000

$130,000

$240,000

$270,000

$630,000

$1,010,000

$1,115,000

$1,510,000

Spending by locals (NOT economic impact)


Concessions



Retail clothing purchased off-site


Other merchandise purchased off-site

Public transit or taxis

Total spending by locals $4,915,000

ECONOMIC BENEFITS




$5,000

$5,000

$5,000

$10,000

$10,000

$10,000

$20,000

$25,000

$30,000

ECONOMIC BENEFITS

Proportion of spending by non-locals attributable to new

attractions funded by Celebrate Ontario

Groceries, other food and beverages


Accommodations


Other entertainment, attractions, museums

Concessions


Car rentals


Total operational expenditures $120,000




4%4%

15%

11%

20%

46%

Overnight stays(among non-locals)

All beyond40km

Domesticbeyond 40km

International

0 nights 46% 49% 25%

1 night 20% 21% 13%

2 nights 11% 10% 25%

3 nights 15% 12% 37%4 nights 4% 4% 0%

5 or more nights 4% 4% 0%

Overnight stays (among non-locals)

0 nights

1 night

2 nights

3 nights

4 nights5 nights or more

Average nights stayed 1.2 1.2 1.8

ECONOMIC BENEFITS




16%3%

3%

28%

50%

Type of accommodation (among respondents who stayed overnight)

Privatehome(friend/relative)

Hotel or motel

Bed and breakfast

Camping

Other

ECONOMIC BENEFITS




19%

14%

6%

61%

Last year attended Canal Days Locals Non-locals Under 30 30-49 50 and over

2010 71% 42% 55% 60% 65%

2009 3% 11% 8% 6% 5%

Before 2009 15% 12% 11% 12% 14%

Never (rst time) 11% 35% 26% 22% 16%

Last year attended Canal Days

2010

2009

Before 2009

Never (rst time)

MARKETING




Reasons for visiting event

MARKETING

West Street vendors

Fireworks

Market Square concerts

Cars and Kites

Tall Ship cruises

Boat parade of lights

Museum attractions

Children’s area

Midway rides/games

Indoor craft show

Youth area

Jazz stage

Duck race

Wine garden

Garden swing

5K Run

Mountain bike raceOne of reasons Main reason

0%

1%

0%

0%

0%

2%

2%

1%

1%

7%

1%

1%

18%

21%

18%

12%

15%

2%

3%

5%

10%

11%

13%

18%

19%

21%

23%

23%

30%

45%

46%

47%

48%

70%




MARKETING

Reasons for visiting event Locals Non-locals Under 30 30-49 50 and over

One of

reasons

Main

reason

One of

reasons

Main

reason

One of

reasons

Main

reason

One of

reasons

Main

reason

One of

reasons

Main

reason

West Street vendors 69% 15% 72% 14% 68% 20% 70% 12% 71% 14%

Fireworks 57% 13% 29% 8% 50% 11% 51% 12% 45% 12%

Market Square concerts 51% 19% 40% 16% 65% 31% 47% 18% 45% 15%

Cars and Kites 51% 24% 36% 21% 42% 13% 47% 18% 47% 27%Tall Ship cruises 41% 13% 53% 25% 36% 4% 48% 18% 44% 21%

Boat parade of lights 34% 1% 24% 0% 29% 0% 32% 0% 30% 1%

Museum attractions 24% 1% 19% 1% 16% 0% 17% 0% 27% 1%

Children's area 27% 7% 16% 7% 31% 13% 38% 11% 10% 3%

Midway rides/games 24% 2% 14% 1% 24% 0% 28% 3% 13% 1%

Indoor craft show 18% 1% 19% 1% 7% 2% 16% 1% 22% 2%

Youth area 21% 1% 13% 3% 32% 4% 28% 3% 7% 0%

Jazz stage 14% 2% 10% 2% 2% 0% 11% 2% 18% 2%

Duck race 14% 0% 7% 0% 11% 0% 10% 0% 12% 0%

Wine garden 10% 0% 10% 0% 2% 0% 9% 0% 11% 0%

Garden swing 6% 0% 4% 0% 0% 0% 5% 0% 6% 0%

5K Run 3% 1% 4% 1% 0% 2% 2% 1% 2% 1%

Mountain bike race 2% 0% 2% 0% 2% 0% 1% 1% 1% 0%

Reasons for visiting event




3%

4%

6%

7%

7%

7%

10%

9%

16%

11%

6%

14%

8%

8%

13%

14%

14%

15%

21%

22%

22%

27%

29%

31%

MARKETING

Sources of event information

Print article

Sign or poster

Radio news

Event’s web site

Print ad

Radio ad

Tourism brochure

Television news

Television ad

Social networking site

Tourism web site

Other web site

Past 30 days Preferred




Sources of event

information

Locals Non-locals Under 30 30-49 50 and over

Past 30 days Preferred Past 30 days Preferred Past 30 days Preferred Past 30 days Preferred Past 30 days Preferred

Print article 39% 18% 14% 8% 30% 9% 25% 11% 37% 17%

Sign or poster 37% 7% 13% 6% 41% 7% 26% 4% 30% 7%

Radio news 36% 13% 10% 6% 41% 16% 21% 8% 28% 11%

Event's web site 21% 11% 22% 26% 26% 15% 23% 17% 19% 13%

Print ad 27% 9% 12% 10% 21% 7% 22% 11% 24% 9%

Radio ad 27% 11% 9% 6% 28% 11% 28% 15% 17% 5%

Tourism brochure 18% 7% 8% 6% 18% 7% 11% 5% 18% 10%Television news 17% 8% 6% 5% 16% 5% 11% 7% 15% 9%

Television ad 16% 6% 10% 10% 12% 7% 13% 8% 17% 7%

Social networking site 14% 5% 10% 6% 30% 14% 11% 5% 11% 5%

Tourism web site 7% 3% 10% 7% 12% 2% 9% 5% 8% 5%

Other web site 6% 2% 12% 4% 10% 0% 6% 4% 8% 2%

Sources of event information

MARKETING




55%

45%

Sponsor recall

Could nameat least onesponsor

Could not nameany sponsors

SPONSORSHIP & EXHIBITS

Sponsor recall Locals Non-locals Under 30 30-49 50 and over

Could name at least one sponsor 49% 37% 47% 49% 45%

Could not name any sponsors 51% 63% 53% 51% 55%




2%

2%

2%

2%

3%

3%

3%

3%

4%

4%

4%

5%

5%

5%

6%

6%

7%

9%

12%

14%

24%

28%

32%

Unaided sponsor recall(among those who could name sponsors)

TD Canada Trust

Enbridge

OLG

Young Automotive Professionals

CIBC

No Frills

Port Colborne

Rankin Construction Inc.

Pizza Pizza

Car Star

Swiss Chalet

Molson

Desjardins

Harvey’s

97.7 HTZ-FM

Scotiabank

Vale

Lions Club

91.7 Giant FM

Meridian

Sobeys

Marine Delivers

Via






Unaided Sponsor Recall (amongthose who could name sponsors)


TD Canada Trust 33% 29% 35% 30% 34%

Enbridge 28% 27% 24% 31% 25%

OLG 19% 37% 21% 20% 29%

Young Automotive Professionals 15% 10% 14% 11% 16%

CIBC 13% 8% 7% 18% 8%

No Frills 9% 10% 10% 11% 4%

Port Colborne 8% 6% 3% 10% 5%

Rankin Construction Inc. 8% 1% 0% 5% 9%

Pizza Pizza 6% 6% 28% 4% 3%

Car Star 6% 3% 3% 3% 8%

Swiss Chalet 4% 8% 0% 2% 10%

Molson 6% 4% 7% 5% 5%

Desjardins 3% 6% 3% 3% 4%

Harvey's 4% 7% 7% 6% 4%

97.7 HTZ-FM 5% 1% 14% 4% 2%

Scotiabank 4% 1% 10% 4% 2%

Vale 3% 3% 0% 3% 4%

Lions Club 3% 3% 7% 3% 2%

91.7 Giant FM 3% 3% 3% 5% 2%

Meridian 2% 1% 0% 2% 2%

Sobeys 2% 1% 0% 2% 2%

Marine Delivers 2% 3% 3% 2% 2%

Via 3% 1% 0% 4% 1%

Unaided sponsor recall(among those who could name sponsors)





Statements about event and sponsors

31%

6%

63%

15%

5%

80%

22%

11%

67%

"All other things being equal, I choose

to do business with companies that

support Canal Days"

“Canal Days enhances the quality of life

for people living in this region”

“Events like this need more funding

from governments”

Statements about event and sponsors Locals Non-locals Under 30 30-49 50 and over

“All other things being equal, I choose to

do business with companies that supportCanal Days”

agree

disagreenot sure

68%

6%26%

54%

5%41%

48%

12%40%

62%

6%32%

70%

5%25%

“Canal Days enhances the quality of life for people living in this region”

agreedisagreenot sure

82%7%11%

75%3%22%

72%8%20%

78%7%15%

84%3%13%

“Events like this need more funding fromgovernments”

agreedisagreenot sure

70%11%19%

62%11%27%

69%10%21%

64%10%26%

70%12%18%

Agree Disagree Not sure




3%

6%

11%

12%

17%

23%

30%

32%

Purchase expectations within next12 months

Airline ticket

Home renovations

Consumer electronics

RRSPs, funds, stocks

Train or bus ticket

Ofce equipment/supplies

Brand-new car

Brand-new light truck

Purchase expectations within next12 months


Airline ticket 33% 28% 24% 35% 33%

Home renovations 32% 25% 21% 36% 30%

Consumer electronics 24% 20% 36% 24% 19%RRSPs, funds, stocks 16% 19% 16% 21% 17%

Train or bus ticket 11% 13% 28% 9% 11%

Ofce equipment/supplies 11% 12% 17% 15% 8%

Brand-new car 6% 4% 3% 4% 8%

Brand-new light truck 4% 2% 5% 4% 2%





11%

25%

28%

35%

47%

49%

56%

66%


Purchase expectations within next

30 daysFast food

Soft drinks

Beer

Books or magazines

Wine

Internet services

Wireless telephone services

Music downloads (paid)

Purchase expectations within next30 days


Fast food 65% 69% 71% 73% 62%

Soft drinks 57% 55% 66% 64% 51%

Beer 48% 52% 60% 56% 44%

Books or magazines 46% 47% 40% 51% 49%

Wine 34% 38% 26% 38% 37%

Internet services 30% 25% 33% 32% 26%

Wireless telephone services 27% 20% 41% 30% 20%

Music downloads (paid) 10% 13% 14% 16% 6%




9%

22%

37%

37%

53%

74%


Items currently owned

Car or minivan

House or condo

Light truck or SUV

Stocks or mutual funds

Smart phone

Vacation property

Items currently owned Locals Non-locals Under 30 30-49 50 and over

Car or minivan 73% 77% 55% 75% 80%

House or condo 51% 59% 25% 57% 60%

Light truck or SUV 38% 35% 20% 40% 40%

Stocks or mutual funds 35% 40% 20% 34% 45%

Smart phone 22% 23% 52% 27% 14%

Vacation property 7% 12% 2% 9% 11%




3%

53%

44%

5%

50%

45%

4%

46%50%

4%

46%50%

2%

44%54%

2%

41%

57%

Event ratings

Atmosphere

Cleanliness

Quality of entertainment

Variety of food/beverage

Variety of entertainment

Quality of food/beverage

Excellent Good Poor

EVENT RATINGS




Event ratings

EVENT RATINGS

Event ratings Locals Non-locals Under 30 30-49 50 and over

Atmosphere excellentgoodpoor

60%39%1%

52%46%2%

53%43%4%

57%41%2%

58%42%0%

Quality of entertainment excellentgoodpoor

58%40%2%

45%53%2%

48%50%2%

56%42%2%

54%44%2%

Variety of entertainment excellentgoodpoor

55%40%

5%

40%57%

3%

40%54%

6%

51%44%

5%

51%46%

3%Cleanliness excellent

goodpoor

52%44%4%

46%50%4%

47%42%11%

49%48%3%

52%45%3%

Variety of food/beverage excellentgoodpoor

50%45%5%

34%61%5%

43%48%9%

44%50%6%

45%50%5%

Quality of food/beverage excellentgoodpoor

49%48%3%

34%63%3%

47%51%2%

43%53%4%

43%53%4%




52%48%

Gender

Note: gender includes respondent and members of party

DEMOGRAPHICS

Gender Locals Non-locals Under 30 30-49 50 and over

Male 49% 45% 49% 48% 47%

Female 51% 55% 51% 52% 53%




6%

13%

16%

15%

15%

10%

10%

15%

Age categories

Under 10

10-19

20-29

30-39

40-49

50-59

60-69

70 and over

Age categories Locals Non-locals

Under 10 17% 12%

10-19 11% 8%

20-29 11% 9%

30-39 17% 12%

40-49 13% 18%

50-59 15% 18%

60-69 11% 16%

70 and over 5% 7%

Note: age categories include respondent and members of party

DEMOGRAPHICS




2%

0%

0%

1%

1%

1%

1%

1%

2%

3%

3%

3%

4%

5%

5%

6%

6%

7%

9%

15%

25%

Occupation

Retired

Blue-collar labour

Service/retail/restaurant/hotel

White-collar sales/business

Ofce/clerical

Self-employed

Teacher/professor

Health care (excluding doctors)

Homemaker

Student

Professional

High-Technology

Government

Consultant/specialist

Police/re/military

Blue-collar sales/businessUnemployed

Social work

Disability

Agriculture

Other

DEMOGRAPHICS




Occupation

Occupation Locals Non-locals Under 30 30-49 50 and over

Retired 26% 21% 0% 1% 45%

Blue-collar labour 16% 12% 15% 18% 11%

Service/retail/restaurant/hotel 9% 7% 22% 9% 7%

White-collar sales/business 5% 11% 4% 11% 5%

Ofce/clerical 6% 5% 2% 10% 3%

Self-employed 4% 10% 0% 7% 6%

Teacher/professor 5% 7% 0% 9% 3%

Health care (excluding doctors) 5% 5% 7% 9% 2%

Homemaker 5% 2% 7% 4% 4%

Student 4% 1% 22% 0% 1%

Professional 3% 2% 0% 3% 2%

High-Technology 2% 6% 7% 5% 2%

Government 2% 3% 4% 2% 2%

Consultant/specialist 1% 2% 2% 2% 1%

Police/re/military 1% 1% 0% 1% 1%

Blue-collar sales/business 1% 2% 0% 2% 1%Unemployed 2% 0% 2% 1% 1%

Social work 1% 1% 4% 1% 1%

Disability 0% 0% 0% 1% 0%

Agriculture 0% 1% 0% 1% 1%

Other 2% 1% 2% 3% 1%

DEMOGRAPHICS




2%

26%

33%

14%

6%

13%

6%

Current living situation

Single with parents

Single on own

Single with children

Couple no children

Couple with children

Couple children grown

Other

Current living situation Locals Non-locals Under 30 30-49 50 and over Single with parents 8% 4% 33% 4% 1%

Single on own 12% 15% 15% 8% 15%

Single with children 8% 3% 8% 6% 7%

Couple no children 14% 14% 11% 12% 16%

Couple with children 34% 31% 26% 60% 15%

Couple children grown 23% 31% 2% 8% 45%

Other 1% 2% 5% 2% 1%

DEMOGRAPHICS




4%

16%

17%

25%

24%

14%

Household income (before taxes)

Under $25,000

$25,000 - $49,999

$50,000 - $79,999

$80,000 - $99,999

$100,000 - $199,999

$200,000 and over

Household income (before taxes) Locals Non-locals Under 30 30-49 50 and over

Under $25,000 16% 10% 32% 8% 15%$25,000 - $49,999 24% 25% 30% 21% 25%

$50,000 - $79,999 28% 20% 10% 26% 29%

$80,000 - $99,999 14% 21% 12% 17% 19%

$100,000 - $199,999 14% 19% 8% 22% 11%

$200,000 and over 4% 5% 8% 6% 1%

DEMOGRAPHICS




18%

15%

67%

Distance from festival site

Distance from festival site Under 30 30-49 50 and over

Less than 40km 75% 66% 63%

40km to 80km 10% 16% 18%

More than 80km 15% 18% 19%

Less than 40km

More than80km

40km to 80km

DEMOGRAPHICS




1%

7%

2%

2%

1%

3%

5%

11%

17%

22%

29%

Place of residence(among those residing more than 40km away)

Niagara Falls and Region

Southwestern Ontario

GTA/suburbs

Toronto/416

Central Ontario

Eastern Ontario

Northern Ontario

Other Provinces

Buffalo and suburbs

Other USAUK

Place of residence (among thoseresiding more than 40km away)

Under 30 30-49 50 and over

Niagara Falls and Region 26% 32% 32%

Southwestern Ontario 20% 27% 20%

GTA/suburbs 20% 15% 20%

Toronto/416 27% 16% 4%

Central Ontario 7% 1% 7%Eastern Ontario 0% 3% 3%

Northern Ontario 0% 0% 2%

Other Provinces 0% 1% 2%

Buffalo and suburbs 0% 3% 2%

Other USA 0% 1% 8%

UK 0% 1% 0%

DEMOGRAPHICS




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2011 port colborne canal days economic impact study

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