dwbia economic benefit report--balloonapalooza

7/28/2019 DWBIA Economic Benefit Report--Balloonapalooza

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2013 Festivals and Events Ontario Page 1

2013 Balloonapalooza Economic Impact and Strategic Alliance Study

CONTENTS

HIGHLIGHTS 2

SECTION 1: ECONOMIC IMPACT AND SPENDING ESTIMATES 3

SECTION 2: INFORMATION SOURCES AND OVERNIGHT STAYS 8

SECTION 3: STRATEGIC ALLIANCES AND SPONSORSHIP 9

SECTION 4: DEMOGRAPHICS 11

APPENDIX: ECONOMIC IMPACT TERMINOLOGY 14


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HIGHLIGHTS

1. Balloonapalooza resulted in estimated economic impact of $1,063,000 on Windsor

New spending also supported equivalent of 11 full-year jobs and $318,657 in tax revenue Estimate includes direct, indirect, and induced impacts

2. Local residents spent $837,000 related to event

Survey determined that locals also spent $837,000 on products and services while attending While not considered economic impact, finding demonstrates local support for event

3. Sponsors and exhibitors were appreciated by many Balloonapalooza attendees

79% agreed that Balloonapalooza sponsors and exhibitors enhanced their experience 70% claim to be loyal to brands that make meaningful contributions to their favourite events

4. Balloonapalooza attendees are high consumers of soft drinks and satellitetelevision

According to the survey, 39% plan to purchase airline tickets within the next 12 months 58% are regular users of soft drinks and 47%are regular users of satellite television


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Section 1: ECONOMIC IMPACT AND SPENDING ESTIMATES

Balloonapalooza attracted 42,300unique attendees. Among theseattendees, 34,700 were locals and7,600 were non-locals residing more

than 40km from the event.

Non-locals attending Balloonapaloozaspent approximately $1,063,000 whilevisiting the event. The categories with

the highest spending wereAccommodation ($113,000),Restaurants ($112,000) and Retail

Clothing ($110,000).

The Ontario TREIM economic modelestimated that the $1,063,000 in newspending in the region resulted in aneconomic impact (or GDP) of$646,825on Windsor and $45,218 in the rest ofthe province. This estimate includes

direct, indirect, and induced impact.

The TREIM model also estimated thatthe event-related spending supportedthe equivalent of11 full-year job inWindsor. It also supported

approximately $318,657 in tax revenueat all three levels of government.

Local residents attending the eventspent approximately $837,000 on

products and services throughout theirvisit. While this spending is notconsidered economic impact, it

demonstrates local support for theevent. Balloonapalooza has aconsiderable influence over the time and

location of this local entertainmentspending.


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TOTAL ATTENDANCE ESTIMATESUBMITTED BY CLIENT

Total visits Average days visited

per person

Total unique attendees

55,000 1.3 (from on-site survey) 42,300

LOCAL VS. NON-LOCAL ATTENDANCEFROM ON-SITE SURVEY

Percentage Unique attendees

Local 82% 34,700

Non-local(beyond 40km)

18% 7,600

Total 100% 42,300


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ECONOMIC IMPACTTREIM MODEL OUTPUT

Windsor Rest of Ontario

Total spendingby non-locals

(Initial expenditure)

$1,063,000 $1,063,000

Economic impact (GDP)

DirectIndirect

Induced

$646,825

$428,530$118,063

$100,233

$45,218

$0$26,703

$18,515

Employment(full-year job equivalents)

11 1

Total taxesTotal federal

Total provincialTotal local

$318,657$170,919$145,898$1,840

$16,194$8,967$7,065$162


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TOTAL EXPENDITURES BY NON-LOCALS(INPUTS FOR TREIM ECONOMIC IMPACT MODEL)

Total expenditures

Admissions, tickets, rides $ 50,000

Concessions (at event) $81,000

Restaurants (outside event) $112,000

Groceries $98,000

Public transit or taxis $64,000

Retail clothing $110,000

Merchandise purchased on-site $92,000

Merchandise purchased off-site $107,000

Accommodations $113,000

Parking and fuel (within region) $90,000

Other entertainment and attractions $91,000

Car rentals (within region) $55,000

Total $1,063,000


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TOTAL EXPENDITURES BY LOCALS(DOES NOT CONTRIBUTE TO ECONOMIC IMPACT)

Total expenditures

Admissions, tickets, rides $151,000

Concessions (at event) $222,000

Restaurants (outside event) $198,000

Groceries $71,000

Public transit or taxis $18,000

Retail clothing $80,000

Merchandise purchased on-site $89,000

Merchandise purchased off-site $8,000

Total $837,000


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Section 2: INFORMATION SOURCES AND OVERNIGHT STAYS

Among all respondents, 36% had seenor heard event information throughsigns or posters and socialnetworking. This was the most

popular information source overall.

Television advertisements andnews were the second most popularinformation source at 33%, followed by

print advertisements or articles at30%.

26% had seen or heard eventinformation through radiobroadcasting.

The average non-local spent 2 nightsin the region while attendingBalloonapalooza, according to the

survey.

9 of35 non-locals spent 3 or morenights in the region.

17% non-locals were day tripperswho spent 0 nights in the region.

PLACES SEEN OR HEARD EVENT INFORMATION WITHIN PAST 30 DAYSALL RESPONDENTS

Television ador news

33% Sign or poster 36%

Radio ador news

26% Email ore-newsletter

9%

Print ad

or article

30% Tourism brochure

or web site

8%

Events web

site

22% Social networking

site

36%

NUMBER OF NIGHTS STAYING IN REGIONALL NON-LOCALS

0 17% 3 11%

1 29% 4 8%

2 29% 5 or more 6%

Average nightsspent

2 nights


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Section 3: STRATEGIC ALLIANCES AND SPONSORSHIP

79% of attendees indicated that thesponsors and exhibitors enhancedtheir experience at Balloonapalooza.4% disagreed and 17% were not sure.

According to the survey, 70% are loyalto brands that make meaningfulcontributions to their favourite events.

Overall, 76% of those surveyed enjoylearningabout new products andservices when visiting events.

Event attendees are very likely to beconsumers ofairline tickets and asmart phone. Within the next 12months, 39% expect to purchase

airline tickets and 31% plan to buy asmart phone.

The survey also determined that event-goers are regular purchasers ofcable

or satellite television and softdrinks.

STATEMENTS ABOUT EVENT: AGREE OR DISAGREEALL RESPONDENTS

The sponsors and exhibitorsenhanced my experience at

this event

AgreeDisagreeNot sure

79%4%17%

I am loyal to brands thatmake meaningful

contributions to myfavourite events

AgreeDisagreeNot sure

70%8%22%

I enjoy learning about new

products and services whenvisiting events

Agree

DisagreeNot sure

76%

8%16%


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PRODUCTS EXPECTING TO PURCHASE WITHIN NEXT 12 MONTHSALL RESPONDENTS

Airline ticket 39% Brand-new vehicle 11%

Smart phone 31% RRSPs, stocks,or funds

18%

PRODUCTS PURCHASED REGULARLY

ALL RESPONDENTS

Soft drinks 58% Beer 37%

Fast food 45% Cable orsatellite TV 47%


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Section 4: DEMOGRAPHICS

According to the survey, 34% ofattendees were male and 63% werefemale.

Approximately 53% of respondentswere of ages 30 to 49. Only 4% wereages 65 and over.

The most popular living situation amongrespondents were couples withchildren, with 44% in this category.Single with children was second mostpopular at 14%.

Approximately one-fifth of respondentswere living with children in theirhouseholds.

17% of respondents resided inhouseholds with annual incomes of$100,000 or greater.

Overall, 82% were local and 18%were non-local. Most of the non-localsresided between 40km and 80kmfrom the festival site.

GENDERALL RESPONDENTS

Male 34% Female 63%

AGE CATEGORIESALL RESPONDENTS

Under 16 2% 40-44 14%

16-18 4% 45-49 5%

19-24 11% 50-54 5%

25-29 13% 55-59 4%

30-34 17% 60-64 3%

35-39 16% 65 and over 4%


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LIVING SITUATIONALL RESPONDENTS

Single with parents 10% Couple no children 5%

Single on own 13% Couple withchildren

44%

Single withchildren

14% Couple childrengrown

10%

Other 1%

HOUSEHOLD INCOMEALL RESPONDENTS

Under $25,000 15% $80,000-$99,999 11%

$25,000-$49,999 21% $100,000-$199,999 14%

$50,000-$79,999 23% $200,000 and over 3%


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PLACE OF RESIDENCEALL RESPONDENTS

Toronto 3% Ottawa Region 0%

GTA/Toronto

suburbs

2% Other Eastern

Ontario

1%

SouthwesternOntario

78% Hamilton-NiagaraRegion

0%

Central Ontario 7% Other provinces 7%

Northern Ontario 2% Outside Canada 0%

DISTANCE RESIDING FROM EVENT SITEALL RESPONDENTS

Less than 40km 82% More than 80km 10%

40km to 80km 8%


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Appendix: ECONOMIC IMPACT TERMINOLOGY

Initial Expenditure: Refers to the sumtotal of all expenditures made by non-locals.

It indicates the total magnitude of spendingas a result of tourists attending the event.

Gross Domestic Product (GDP): Refersto the "value added" or profit generated by

the initial expenditure. It represents thevalue of production of goods and services inthe economy resulting from the factors ofproduction net of the cost of purchasedinputs.

Direct Impact: The direct impact refers tothe impact on the front line businesses orthe impact at the point of sale by the initialspending in the region.

Indirect Impact: Refers to the impact onthe suppliers of the front line businesses bythe initial spending in the region.

Induced Impact: The long-term impact

resulting from employees spending theirwages and salaries earned as a result of the

direct and indirect impacts on other goodsand services. In terms of employment, itrefers to jobs supported as a result.

Taxes: Refers to the full range of taxesaffected by the initial expenditures within

the region.

Federal Taxes: Include corporate incometax, personal income tax, excise, duties andgasoline taxes. May also include pensions.

Provincial Taxes: Include corporateincome tax, personal income tax, sales taxand medical, excise, duties and gasolinetaxes.

Local Taxes: Include business/realty andpersonal property taxes. Local taxes shouldbe considered as the proportion of the localtax base that is supported by tourismexpenditures for a specific event. These

taxes are paid because there is sufficienttourism to support a particular business,such as a hotel and its employees. Localhotel or restaurant levies are also included.

Employment: Refers to the number offull-year jobs supported by the initial

expenditure. This figure is a combination ofboth full and part-time jobs and it couldrepresent a larger number of employmentopportunities if part-time work is the natureof the business.

dwbia economic benefit report--balloonapalooza

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