ONE SUMMERLONG SENSATION ECONOMIC IMPACT ASSESSMENTubwp.buffalo.edu/ubri/wp-content/uploads/sites/3/2014/06/... · 2014. 6. 26. · Buffalo Philharmonic Orchestra Although summer

ECONOMIC IMPACT ASSESSMENT

Institute for Local Governance and Regional Growth University at Buffalo, The State University of New YorkBeck Hall, 3435 Main StreetBuffalo, NY 14214-3004Phone: 716 829-3777 Fax: 716 829-3776Web: regional-institute.buffalo.eduE-mail: [email protected]

A report to the Buffalo Niagara Convention & Visitors Bureau

February 2, 2004

ONE SUMMERLONG SENSATION

I. INTRODUCTION

II. BACKGROUND

III. SCOPE

IV. STUDY DESIGNa. Visitors Surveyb. Organizational Surveyc. Calculating Economic Impact

V. ECONOMIC IMPACT FINDINGSa. Total Economic Impactb. Visitor Economic Impactc. Organizational Economic Impact

VI. RELATED FINDINGSa. Introduction b. Visitor Profilec. Trip Characteristicsd. Visitor Experiences e. Efficacy of Marketing Campaign

VII. QUALITATIVE IMPACT FINDINGS

VIII. SUMMARY AND CONCLUSIONS

ADDENDUM A: Visitors Survey

ADDENDUM B: Organizational Survey

ADDENDUM C: Visitors Survey Schedule/Sample Sizes

ADDENDUM D: Glossary

ADDENDUM E: Bibliography

1O N E S U M M E R L O N G S E N S A T I O N E C O N O M I C I M P A C T A S S E S S M E N T

TABLE OF CONTENTS

ONE SUMMERLONG SENSATIONECONOMIC IMPACT ASSESSMENT

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I. INTRODUCTION

This report has been prepared by the Institute forLocal Governance and Regional Growth (Institute),a public service program of the University atBuffalo, The State University of New York, inresponse to the Buffalo Niagara Convention &Visitors Bureau’s (BNCVB) request for an analysis ofthe impacts, both qualitative and quantitative, ofOne Summerlong Sensation, defined as aconstellation of cultural tourism experiences inBuffalo Niagara during summer 2003, as well as themarketing campaign developed to promote thoseexperiences. This report frames those impacts interms of an analysis eight major cultural groups anda representative sampling of smaller culturaltourism events and venues occurring in Erie andNiagara Counties during summer 2003. Intended toserve as a baseline analysis, it is hoped that thisreport begins a regular process of data collectionand economic impact assessment of the region’stourism industry.

The report primarily evaluates the direct andsecondary economic impacts of the selected culturaltourism events and venues and their audiences –including both residents and tourists – for a three-month period beginning Memorial Day 2003 and

concluding Labor Day 2003. The report separatelyexamines the impact of dollars expended in theregion by tourists, defined for purposes of thisreport as U.S. residents from outside a 50-mileradius of Buffalo Niagara and Canadian residents.

Two surveys form the basis of the report’s impactassessment – a Visitors Survey (Addendum A)administered to approximately 1,000 visitors at thevenues and events participating in the study, and anOrganizational Survey (Addendum B) completed bythe arts, cultural and tourism organizationsthemselves. The surveys primarily collectedinformation on visitor and organizationalexpenditures but also assembled information onvisitor experiences in the region, visitordemographics, the efficacy of the One SummerlongSensation promotional campaign, attendance figuresand levels of collaboration among the organizations.These findings, as well as a qualitative impactassessment of the initiative, are also included in thereport. The report is supported by consultation withthe BNCVB and arts, cultural and tourismorganizations, as well as research on economicimpact and tourism analysis.

II. BACKGROUND

O N E S U M M E R L O N G S E N S A T I O N E C O N O M I C I M P A C T A S S E S S M E N T 3

Based on the concurrence of several distinguishedarts, cultural and tourism events in the BuffaloNiagara region in summer 2003, and thedesignation of the region as the “I Love New YorkSummer Festival” site, the BNCVB, eight majorcultural organizations and other representativecultural groups in Erie and Niagara Countiespooled resources to launch One SummerlongSensation. Primarily a campaign to generateawareness of the region’s wide range of culturaland tourism offerings and special events duringsummer 2003, One Summerlong Sensation wasalso an effort to foster collaboration among suchorganizations in the region and to improvecoordination of the region’s prime venues,programs and special events.

The initiative included a collaborative marketingand public relations campaign designed to achievegreater marketing efficiency and impact. Billingthe region as a place with something exciting to doevery day from June to September, the marketingcampaign achieved national exposure for theregion’s cultural tourism assets through newsarticles in local and national publications,including the New York Times, Washington Post andthe Atlanta Journal-Constitution.

Supported by nearly $755,000 in public, privateand foundational funding, $60,000 of which wasprovided by the eight anchor cultural groupsthemselves, the BNCVB commissioned Buffalo-based Travers Collins & Co. to manage advertisingand public relations for One SummerlongSensation, thereby launching one of the region’slargest tourism marketing initiatives. Keycomponents of the promotional campaignincluded:

• Press kits delivered to travel writers at hundredsof newspapers and magazines;

• One million brochures distributed to “rubber-tire” markets in both the U.S. and Canada;

• Promotional video screened for travel groupplanners, including the Ontario Motor CoachAssociation, National Tourism Association andAmerican Bus Association;

In addition to the collaborative One SummerlongSensation publicity campaign, most cultural andtourism organizations in the region continuedseparate marketing efforts to promote specificsummer programs and events, although the OneSummerlong Sensation brand and logo wasfrequently referenced in organizationaladvertisements, press releases and otherpromotional material.

• Local awareness campaign launched, includingradio advertisements and One SummerlongSensation travel guides distributed in the BuffaloNews

• One Summerlong Sensation logo created andincluded in all promotional material;

• Events website - www.gobuffaloniagara.com –created as a source of information on venues,festivals and attractions in Buffalo Niagara;

• “Click-Off Kick-Off” e-mail marketingcampaign, directed at out-of-town friends andrelatives of Buffalo Niagara residents, launchedbefore summer season. About 13,000 out-of-towners received the digital postcard invitationhighlighting One Summerlong Sensation and thediversity of things to do in the region duringsummer 2003.

III. SCOPE

In designing the economic impact assessment,several variables and fundamental issues needed tobe addressed at the outset of the study periodbefore data collection could begin. Based on theInstitute’s extensive best practices research andconsultations with the BNCVB and other arts,cultural and tourism organizations, the followingparameters for this report were outlined by theBNCVB:

DEFINING ONE SUMMERLONG SENSATION. Forpurposes of this study, One Summerlong Sensationis defined broadly as the coming together of a wideassortment of tourism activities in Erie and NiagaraCounties during summer 2003, encompassinghundreds of venues, events and organizations –from museums and festivals to amusement parksand sports events. This consortium of events andvenues was also aggressively promoted by a large-scale, collaborative marketing and public relationscampaign. This assessment seeks to measure theaggregate impacts, quantitative and qualitative, ofthe major cultural events and events in Erie andNiagara Counties, as well as a representativesampling of smaller cultural tourism events andvenues, during the summer of 2003. These eightanchor groups and nine other events and venues arelisted on the following page. It is important to notethat, pursuant to the parameters defined for thisreport, the Institute has not attempted to measurethe impacts of the entire cultural tourism or tourismindustries, as major non-cultural events and venuesand most of the region’s annual festivals are notincluded in the study’s representative sample.

MEASURED EXPENDITURES. As agreed, thisreport attempts to measure the economic impact ofOne Summerlong Sensation in the broadest sensepossible. It does not seek to limit the report tonarrow analyses that, for instance, measure theimpact of only the initiative’s joint marketingcampaign, or the impact of only those dollars spent

by tourists visiting the region.1 The economicimpact analysis in this report includes:

• An analysis of the total economic impact of visitorspending at the venues and events participating inthe study, as well as the spending by theorganizations related to summer 2003 programming(including dollars disbursed before and during thesummer);2• Separate analyses of visitor and organizationalspending and related impacts;• Sub-analyses of “tourist” (those traveling morethan 50 miles or from Canada to visit the region)and “resident” spending at the selected venues andevents. It should be noted that the total economicimpact does not distinguish between tourists andresidents).

TIMEFRAME. The economic impact assessmentincludes visitor and organizational spendingdisbursed between the start of Memorial Dayweekend - May 24, 2003 - and the close of LaborDay weekend - September 1, 2003. This time periodclosely corresponded with the region’s peak touristseason and encompassed, at least to some degree,each major exhibit or special event sponsored byparticipating organizations.

GEOGRAPHIC SCOPE. As virtually all OneSummerlong Sensation programming took place inErie and Niagara Counties, the bi-county region(referred to in this report as the Buffalo Niagararegion) defines the geographic scope of thiseconomic impact assessment.

PARTICIPATING ORGANIZATIONS. Seventeenorganizations and events were selected toparticipate as a representative sample of culturaltourism activities in the region during summer 2003.Primarily, participation in the assessment meantproviding access to visitors of each venue or eventfor survey purposes and completion of the

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1 Resident spending is typically excluded from economic impact analyses of tourism or tourism-related events on the basis that these arenot “new dollars” but rather dollars that would be spent in the region anyway.

2 It is important to note that in preparing for summer 2003 programming, most organizations participating in the study made substantialcapital investments prior to the start of the tourist season. Therefore, in the case of the Organizational Survey, expenses related to summerprogramming but outlaid prior to Memorial Day were included in this economic impact analysis.


Albright-Knox Art GalleryIn addition to the gallery’s ongoing exhibits,Albright-Knox presented Masterworks from The Phillips Collection from May to September,showcasing paintings and sculptures from Renoir,Cezanne, Matisse, Degas, van Gogh and many otherartists. (May - September).

Art on WheelsThis major public art exhibit linked dozens of theregion’s cultural, heritage and historic sites with anarts trail that featured artistically transformedautomobiles and large-scale, transportation- orwheel-themed sculptures. (May - October).

Buffalo & Erie County Historical SocietyIn addition to its regular programming, theHistorical Society launched a major exhibit thissummer – Wheels of Power – which examinesthrough artifacts, photographs and documents theregion’s distinction as the starting place of theelectrical revolution. (May 2003 – May 2004).

Buffalo Museum of ScienceThe museum’s special event of summer 2003 wasDinomania!, a 5,000-square-foot exhibit that featuredrobot dinosaurs. (May – October).

Buffalo Niagara Guitar Festival 2003Sponsored by WNED, the Guitar Festival is the firstand largest all-guitar festival in the U.S. For oneweek in June the region is host to a series of eventsfeaturing legendary country, blues, rock, jazz andclassical guitarists. WNED began sponsoring theevent in 2002.

Buffalo & Erie County Naval & Military ParkThe largest inland naval park of its kind in the U.S.,the Buffalo & Erie County Naval & Military Park ishome to a guided missile cruiser, submarine,destroyer and a range of military equipment andexhibits. Visitors can experience the history of warsas well as the daily lives of mariners andsubmariners.

Four Points by Sheraton, Buffalo Airport A 300-room hotel located in Cheektowaga, off theNew York State Thruway.

GraycliffSituated on a 70-foot cliff along Lake Erie, Graycliffwas designed by Frank Lloyd Wright and builtbetween 1926 and 1927 as a summer home forLarkin Company executive Darwin D. Martin andhis wife, Isabelle.

Buffalo Philharmonic OrchestraAlthough summer is typically off-season for theBPO, the group staged Summer Symphony 2003,featuring a series of light classical and pops concertsin several locations – outdoor and indoor –throughout the Buffalo Niagara region.

Buffalo Zoological SocietyIn June 2003 the Buffalo Zoo launched EcoStation, apermanent exhibit featuring the exotic habitats ofthe South American rainforest, the Southwesterndeserts and the Australian forests.

Shea's Performing Arts CenterAlso an organization that typically haltsprogramming during the summer, Shea’s stagedForever Plaid, a 1950s-style musical comedy, duringJune 2003. The performing arts center alsocontinued its historical tours, which showcase the76-year-old facility’s elaborate Neo-Spanish baroquearchitecture and interior decor as well as the on-going restoration efforts.

Organizational Survey. Eight of the region’s majorcultural institutions – or anchor organizations – wereincluded in the study. Each of these organizationscontributed funding toward the joint OneSummerlong Sensation marketing campaign; as aresult, these organizations and their summerprograms or events were often featured moreprominently in the campaign’s promotional materials.(It should be noted that although these organizationslaunched special events or exhibits during summer2003, spending related to their entire inventory ofsummer programming was included in the report’seconomic impact analyses). These anchororganizations are listed as follows:

In addition to the eight anchor groups, nineadditional organizations were selected to participatein this study as a representative sample of smallercultural, arts and tourism groups in Erie andNiagara Counties. They are as follows:

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Lockport Locks & Erie Canal CruisesLeads narrated cruise tours along the Old ErieCanal, which pass historic sites, five original 1825locks, and rise 50-feet through the only double lockson the Erie Canal. The Canalside Heritage Centeralso presents canal exhibits and displays.

Motherland ConnextionsAn Underground Railroad heritage organization,Motherland Connextions offers tours, slideshowsand mobile classrooms to bring to life theexperiences of those who took the secretpassageways north to Canada.

Old Fort NiagaraThe site of historic battles of the Revolutionary Warand the War of 1812, Old Fort Niagara providesvisitors with the opportunity to relive 300 years ofhistory through exhibits, displays and reenactments.The fort is also a registered National HistoricLandmark, its structures preserved as they stood inthe 1700s.

Roycroft (Roycroft Inn and Roycroft Shops)Founded in 1895 in East Aurora, the Roycroft Artsand Crafts Community developed a self-containedcommunity supporting hundreds of craftspeople.The Roycroft Inn, established in 1905 toaccommodate visitors to the community, passedthrough several hands and was reopened in 1995with National Landmark status. Through theFoundation for the Study of the Arts & CraftsMovement, the Roycroft Shops maintain museumexhibits and present workshops, seminars andlectures.

Theodore Roosevelt Inaugural National Historic SiteThis National Historic Landmark is the location ofTheodore Roosevelt’s inauguration following theassassination of William McKinley in 1901. It offersguided tours of the former Ansley Wilcox home,special exhibits and lectures.

We Care GroupThis company offers a full spectrum of groundtransportation, including luxury sedans, limousines,school buses, trolleys or motorcoaches. The WeCare Group offered a $19.95 trolley tour of alldowntown Buffalo Art on Wheels sites.

Thus, subsequent to the parameters established forthis report, the following analyses attempt to assessthe quantitative and qualitative impacts of eightanchor cultural groups and a representative sampleof smaller cultural tourism venues and events withinthe bi-county region during summer 2003. OneSummerlong Sensation also encompassed hundredsof activities and venues, including non-culturalevents and other cultural tourism venues and events,which have not been included in this impactassessment.

Based on the scope and purpose of the study, theInstitute determined the following data needed to becollected to accurately measure the economic impactof the selected cultural and tourism organizationsand their audiences during summer 2003:

• Visitor spending estimates for a variety ofcommodities and services;

• Visitor attendance levels at each of theparticipating events and venues (to extrapolate totaleconomic impact of visitor spending);

• Expenditures of the participating organizationsrelated to summer programming and disbursedeither before or during One SummerlongSensation.

The following data were also to be collected tosupport additional analyses related to the economicimpact assessment:

• Visitor profile data, including demographicprofiles and trip characteristics;

• Organizational revenue and income duringsummer 2003;

• Data regarding organizations’ employment andvolunteer levels;

• Qualitative data on collaborative initiatives, inaddition to One Summerlong Sensation, undertakenby cultural, arts and tourism organizations.

The primary sources of data for this report were twosurveys – a Visitors Survey (Addendum A) and anOrganizational Survey (Addendum B). Althoughthey were developed specifically for this report, theyare also intended for use in subsequent, follow-upanalyses to this report.

It needs to be stated at the outset that data collectionamong cultural and tourism organizations in BuffaloNiagara is inconsistent and incomplete. Indeed, amajor theme of this report is that the region mustdevelop a coordinated and comprehensive systemfor gathering, analyzing and sharing tourism data ifit is to begin to assess the current picture andcontinue to make progress in an industry as critical


IV. STUDY DESIGN

as tourism. It is hoped that this report is a stepforward in that important process.

The Institute retained Cornerstone Research &Marketing, Inc., a Buffalo-based professional researchfirm, to assist in the development and administrationof the 15-question Visitors Survey. A total of 1,026face-to-face surveys were completed on the premisesof the participating venues and events betweenMemorial Day and Labor Day. The Institute itselfcoordinated the administration of an eight-questionOrganizational Survey to the 17 participatingorganizations.

It is important to note that two organizations— FourPoints by Sheraton and the We Care Group—werenot asked to complete the Organizational Surveysince only a small and undefinable portion of theirbusiness was related to One Summerlong Sensation.For instance, although Four Points by Sheratonprovided lodging for some of the region’s touristsduring the summer, it did not offer summerprogramming per se. Likewise, the We Care Group,a major ground transportation company providingbus, limousine and shuttle services for all sectors ofthe community, derived only a small – andtemporary – portion of its business from the Art onWheels trolley tours. Since it was difficult to isolatethe two organizations’ expenses related to OneSummerlong Sensation, and including their total“visitor” counts and organizational expenditureswould inflate the final economic impact results ofOne Summerlong Sensation, the two groups werenot included in the organizational economic impactanalysis.

Also, five of the 17 participating organizations wereunable to complete the Organizational Survey by theestablished deadline, originally set at September 30but extended until December 9. Those organizationsare as follows: Buffalo & Erie County Naval &Military Park, Lockport Locks & Erie Canal Cruises,Motherland Connextions, Old Fort Niagara andRoycroft. As a result, their expenditures will not beincluded in the final economic impact analysis. Asthese organizations did, however, provide estimatesof total attendance, the Institute was able todetermine total visitor spending at those events andvenues and has included that in the final economicimpact analysis.

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a. Visitors SurveySample Size/Statistical Significance. To ensure thestatistical significance of data collected by the VisitorsSurvey, it was important that the total number ofvisitors actually surveyed – the sample size – waslarge enough to accurately represent a cross-section,or random sample, of the typical audience of theevents and venues included in the study. It shouldbe noted that the total number of visitors to besurveyed was not intended to produce statisticallysignificant data for each venue and event, but ratheronly for the aggregate audience of tourists andresidents that visited the participating venues andevents.

To determine the appropriate sample size, attendanceestimates were provided for each participatingorganization from Memorial Day to Labor Day 2003.Based on these estimates, Cornerstone Researchcalculated a total sample size of 1,015 would providea 95% confidence level and a maximum error of±8.5%. That is, data tabulated from 1,015 surveyswould reflect the total population of visitors 95% ofthe time, with a standard deviation of ± 8.5%. Thenumber of surveys actually conducted at each of the17 events and venues ranged from 25 to 101 (seeAddendum C for projected sample sizes), dependingon attendance estimates submitted by theparticipating organizations prior to the start of OneSummerlong Sensation.

Because this economic impact study wouldseparately examine the spending of tourists—visitorshere from Canada or living outside a 50-mile radiusof Buffalo Niagara—as well as the spending ofvisitors residing in the region as subgroups of all OneSummerlong Sensation visitors, the sample size forboth groups needed to be independently statisticallysignificant. Cornerstone Research’s initial surveywork provided feedback on the general compositionof the region’s visitor population, and suggested thata random sample of each venue and event wouldproduce statistically significant results for analyses ofthese subgroups. At the end of the survey period, atotal of 316 surveys were completed by visitorsresiding outside the region or in Canada, while 710surveys were completed by visitors residing in theregion.

Survey Design and Administration. The Instituteworked with Cornerstone Research as well as theBNCVB and participating organizations indeveloping the Visitors Survey. The survey wasadministered face-to-face by Cornerstone Researchstaff at each of the selected venues and events, andwas designed to take no longer than five minutes tocomplete. The 15-question survey asked visitors toestimate their group’s expenditures in the region,with different categories of spending itemized forresidents and tourists. For instance, residents wereasked to estimate their group or party’s event-relatedexpenditures in the region on 1) food at restaurantsand snack bars, 2) entertainment, 3) gas and publictransportation and 4) shopping. Tourists were askedto estimate how much their group or party spent inthe last 24 hours on 1) food at restaurants and snackbars, 2) entertainment, 3) gas, public transportationand car rentals, 4) shopping, 5) groceries6) accommodations, and 7) other items or services.Group estimates were divided by the group sizeprovided by each survey respondent to obtainexpenditures on a per-person basis.

Survey respondents were also asked variousquestions about their visit to the region and theparticular event they were attending, including howthey heard about that event or venue; how theyrated both their experience at that event or venueand their overall experience in the Buffalo Niagararegion; whether and when they had heard about OneSummerlong Sensation; whether they had attendedor planned to attend other cultural events andvenues in the region; and how many nights theyplanned to stay in the region and at which type ofaccommodations. Residents and tourists were askeddifferent questions. For instance, residents were notasked how many nights they planned to stay in theregion or how they rated their experience in theregion. To develop a demographic profile of visitors,all respondents were asked to provide their age,gender and zip or postal code.

As a token of appreciation for their participation inthe survey, respondents were given a magnet andpen adorned with the One Summerlong Sensationlogo. Also, those survey respondents who providedtheir e-mail address and other demographicinformation were entered into a drawing to win aweekend get-away to a Buffalo Bills game.


Organizations were asked to estimate how much oftheir total expenses were disbursed to businesses,organizations and contractors outside the BuffaloNiagara region. These expenditures were excludedfrom the economic impact analysis, which looksonly at local expenditures.

The survey also requested estimates of revenuesreceived in relation to summer 2003 programming(earned income, contributed income, in-kindcontributions). Organizations were asked to indicatewhether employment fluctuated at all duringsummer 2003 relative to employment levels theprevious summer. The survey also collectedattendance information, with each of theparticipating organizations asked to report the totalnumber of visitors to their venue or event betweenMemorial Day and Labor Day 2003, and to estimatehow many of these visitors were tourists. Forpurposes of comparison, the survey also requestedattendance estimates for a “typical” summer as wellas expected attendance levels for summer 2003.

Finally, to assess the degree of collaboration amongcultural and tourism groups in the region, thesurvey asked each organization to describe anypackaging and/or joint programming campaigns orpartnerships (other than the One SummerlongSensation) pursued during summer 2003. Responsesto this question could include partnerships with bustours, hotels and other cultural/arts organizations.

The survey was distributed to the organizations onJune 19, 2003. Although organizations were asked toreturn the completed survey to the Institute no laterthan September 30, 2003, this deadline was extendedto December 9, 2003 for those organizations thatwere unable to meet the original deadline.

c. Calculating Economic Impact IMPLAN (IMpact Analysis for PLANing) is aninput-output computer model used to calculateeconomic activity (output) generated by spending(input) in a defined geographic region. To tabulatethe economic impact of the selected venues andevents, visitor and organizational spending datacollected in the two surveys was entered intoIMPLAN, thereby calculating direct, indirect andinduced economic impacts (see “Economic Impact

The administration schedule (Addendum C) for theVisitors Survey was arranged based on input fromthe participating organizations, and took into accountthe organizations’ operating hours, expected peakattendance and opening and closing dates for specialevents and exhibits. The schedule was designed tocapture a wide range of visitors by including varioustime periods over the course of the summer(weekdays, weekends, mornings, afternoons,evenings and holidays).

Completed surveys were electronically coded andtabulated in SPSS, a statistical software package, withfrequencies and percentages calculated for allpossible answers to the questions on the survey.Cornerstone Research provided the Institute withboth an electronic and hard copy of the data forfurther analysis.

b. Organizational Survey Survey Design and Administration. The Institutedeveloped the Organizational Survey in consultationwith the BNCVB, participating organizations andbest practices research. It was designed to 1)measure the full picture of disbursements made byeach organization in relation to any and allprogramming during summer 2003 and 2) obtainother information related to attendance levels duringsummer 2003. As a result, the eight-question surveyasked respondents to estimate summerprogramming-related expenditures disbursed bothbefore and during the summer. To obtain the greatestlevel of accuracy and detail, organizations wereasked to estimate spending for several categories,including:

• Employee expenses (wages and salaries, pensioncontributions, etc.);

• Operating expenses (accounting/bookkeepingfees, production, publication costs, legal fees, otherprofessional/consulting fees, etc.);

• Capital expenses (equipment rental/purchase,computer networking, etc.);

• Facility expenses (rent, building services, propertytaxes, etc.).

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Terms”). The economic impact of visitor andorganizational spending is expressed in terms of: • Economic output, representing the value of allindustry production over a period of time – in thiscase summer 2003;3

• Employment, or the average annual number offull- and part-time jobs sustained by such spending;

• Value added, or the sum of labor incomes (wages,salaries, benefits); indirect business taxes (primarily

sales and excise taxes); and other property-typeincome (rents, dividends and royalties, etc).Multipliers are sometimes used to describe themagnitude of secondary effects (indirect and inducedimpacts). A multiplier of 1.5, for example, meansthat for every dollar injected into the local economy,an additional $.50 is generated through variousrounds of re-spending. The proportion of purchasedgoods that are manufactured locally is a majorcontributing factor of the size of a sales multiplier. Ifindustries that support those being directly impactedare located outside the local region, then leakage ofthe original dollars spent here will immediatelyoccur and there will be few secondary effects, if any.Because business interrelationships vary by industryas well as by region, it is inaccurate to apply amultiplier calculated for one region or particular mix of industries to another region or industry mix. Theimpacts calculated by IMPLAN are based uponmultipliers that reflect inter-industry dependenciesin the Buffalo Niagara region.

3 Direct output is equal to direct spending if all spending is local, expenditures are made during the same year represented by the IMPLANdata, and the expenditures are not commodities manufactured outside the region where only the retail margin is treated as a local expenditure.

ECONOMIC IMPACT TERMS:Total economic impact is the sum of direct, indirect andinduced impacts within a local economy.

Direct impacts reflect economic activity associated withdollars injected into the local economy by visitors or theorganizations and businesses that directly service visitors.

Indirect impacts reflect the re-spending of dollars bybusinesses which support businesses impacted directly byvisitor and organizational spending.

Induced impacts reflect the spending of income earned byemployees who work for local businesses affected by directand indirect impacts. Induced impacts presented are adjustedfor household savings and taxes as well as commuters who arelocally employed but live outside the region.

Report Limitations

It is important to state at the outset the various limitationsand qualifications of this report.

For instance, the economic impact tabulations likelyunderestimate the actual economic activity generated byOne Summerlong Sensation.

•This report considers the spending of and visitation to onlyselected venues and events during summer 2003. However,One Summerlong Sensation included the entire spectrum ofsuch venues and events in the region. Thus a significantamount of spending occurring in the region during thesummer is not included in this report.

•Of the 17 venues and events selected to participate in thisstudy, five were unable to complete the OrganizationalSurvey, and two were asked not to complete the survey.Thus spending from only 10 of the 17 selected organizationsis included in final results.

•And finally, the figures for total direct spending by visitors,(computed by multiplying average per-person spendingfigures by the total audience as reported by the participatingorganizations) exclude total visitor spending figures for theFour Points by Sheraton hotel. Indeed, it was not possible toisolate hotel guests planning to attend tourism or tourism-related venues and events. Thus it was concluded thatincorporating spending of all visitors of the hotel couldgrossly inflate the economic impact analysis. As a result,attendance levels from the hotel, which presumably includescultural tourists, were not applied to the total economicimpact analysis. However, data from surveys conducted atthe hotel were used to compute per-person spendingaverages.

Conversely, certain assumptions underlying the computationof indirect and induced impacts by IMPLAN tend tooverestimate the economic impact associated with thespending of the visitors and organizations included in thissurvey.

• In assessing induced impacts, IMPLAN assumes increasesin demand for production result in proportional increases inproduction inputs such as labor. However, if a businessresponds to demand increases by using volunteers or byincreasing the workload of existing employees (typical fortemporary projects or events) then induced impactscalculated by IMPLAN will overstate actual impacts.Supporting this is the fact that full-time employment duringOne Summerlong Sensation increased only 2% fromprevious summer levels among the reporting organizations,while part-time employment increased 8% and the numberof volunteers increased 9%.


a. Total Economic ImpactThe total economic impact of One SummerlongSensation reflects the direct, indirect and inducedeconomic impacts of 1) dollars spent by the 701,793visitors (tourists and residents) attending the 16selected venues and events during summer 2003 and2) expenditures of 10 organizations participating inthe study and completing the Organizational Survey.Separate analyses of the economic impacts of visitorand organizational spending are presented insubsequent sections. All dollar figures presented arein 2003 dollars.

Together, spending by visitors and organizationsresulted in a total output of $75 million, as shown inTable 1.4 More than half (58% or $43.6 million) oftotal output is attributable to direct spending byvisitors and organizations. Those dollars leveraged

an additional $31 million (42% of total impact) inindirect and induced economic impacts resultingfrom the re-spending of dollars directly injected intothe region’s economy by the 701,793 visitors and 10organizations. As 84% (591,893) of visitorattendance to the participating events and venuesduring summer 2003 was attributable to the eightanchor cultural groups, it follows that these anchorgroups leveraged a significant majority of the totaleconomic impact.

This resulting level of economic activity supportedapproximately:

• 1,435 full- and part-time jobs in Erie and Niagaracounties;

• $42.4 million in total value added (labor income(73% of total), other property-type income (17% of

V. ECONOMIC IMPACT FINDINGS

Visitors &Organizations % Total

Direct 43,552$ 58%Indirect 13,394$ 18%Induced 18,041$ 24%Total 74,988$ 100%

Direct 23,937$ 57%Indirect 7,914$ 19%Induced 10,511$ 25%Total 42,363$ 100%

Direct 1,052$ 73%Indirect 169$ 12%Induced 214$ 15%Total 1,435$ 100%

Output

Value Added

Employment (Jobs)

Total Economic Impact (Resulting from visitor and organizationalspending - Dollars in Thousands)

Table 1

4 Total economic impact is less than the sum of visitor spending impacts and organizational spending impacts. Visitor dollars spent ontickets, concessions, gifts, etc. at the participating organizations (estimated in the Visitors Survey) also represent earned revenue to theorganizations and therefore funded organizations’ summer expenditures. Thus, simply adding visitor and organizational economic impactswould double count visitor expenditures. To avoid this, the total organizational expenditures for summer programming were reduced bythe amount of earned income the organizations received during that same time period. Thus, total impact reflects the impact of visitorspending in addition to the impact of organizations’ spending over and above what they received from visitors as earned income.

$ Taxes % TotState Taxes

Sales tax (state & local portion) 3,312,139$ 100%

Local TaxesProperty tax 4,477$ 0%

Local non-property tax 461$ 0%

SUBTOTAL 4,938$TOTAL 3,317,077 100%

Tax Revenues Table 2

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total), and indirect business taxes (10% of total)).Direct spending by visitors5 generated $3.3 millionin New York State and local sales taxes (Table 2).Approximately $1.7 million accrued to New YorkState, while $1.6 million went to Erie and NiagaraCounties. Sales tax figures were calculated bymultiplying total visitor spending by the 8.25% salestax rate. The 10 organizations responding to theOrganizational Survey reported paying a total of$6,455 in property taxes and $461 in local, non-property taxes (e.g., municipal licenses and fees)related to summer 2003 programming.

b. Visitor Economic ImpactThe more than 700,000 visitors to the 16 selectedvenues and events directly injected $40.2 millioninto the regional economy during summer 2003,resulting in a total visitor economic impact of $69.5million, with 42% ($29.2 million) representingindirect and induced economic impacts generatedby the re-spending of visitor dollars.6 These resultsare presented in Table 3.

Specifically, the level of economic activity related tovisitor spending supported:

• 1,375 full- and part-time jobs in Erie and NiagaraCounties• $39.4 million in total value added (labor income(73% of total), property-type income (17% of total)and indirect business taxes (10% of total))

Trends in Visitor Spending. Visitors to the selectedvenues and events between Memorial Day andLabor Day 2003 spent a total of $40.2 million intrip-related expenses, such as entertainment,lodging, entertainment and food (Table 4).

Tourists, or those from outside a 50-mile radius ofBuffalo Niagara or Canada, accounted for asignificant majority (75% or $27 million) of totalvisitor spending, though they represented only aminority (30%) of total visitors. In contrast,residents visiting the 17 selected venues and eventscontributed 25% of total visitor spending, butaccounted for about 70% of total visitors. It isimportant to note that tourists’ total spendingreflects spending within a 24-hour period from thetime at which they were surveyed, while residentspending reflects only those expenditures related tothe event at which they were surveyed.

5 IMPLAN was not used to determine tax revenues generated, as it was determined including taxes generated by indirect and inducedeconomic impacts would be speculative and therefore overestimate total revenues generated through taxes. .

6 The figures for total direct spending were computed by multiplying average per-person spending figures – obtained from the VisitorsSurveys – by the total number of visitors reported by the participating organizations. All participating organizations reported attendancefigures except for the Four Points Sheraton hotel, as it was not possible to isolate Four Points Sheraton guests planning to attend tourism ortourism-related venues and events. It was therefore concluded that incorporating spending of all visitors of the hotel could grossly inflatethe economic impact analysis. As a result, spending data from hotel Visitors Surveys were not applied to the total economic impact analysisof visitor spending, although they were used to compute per-person spending averages.

Locals Tourists All Visitors(n=501,843) (n=199,950) (n=710,793) % Total

OutputDirect 13,179$ 26,972$ 40,151$ 58%Indirect 4,582$ 7,907$ 12,489$ 18%Induced 5,684$ 11,137$ 16,821$ 24%Total 23,446$ 46,016$ 69,462$ 100%

Value Added

Direct 6,409$ 15,811$ 22,220$ 56%Indirect 2,662$ 4,692$ 7,354$ 19%Induced 3,312$ 6,488$ 9,800$ 25%Total 12,383$ 26,992$ 39,374$ 100%

Employment (Jobs)

Direct 396 620 1,016 74%Indirect 61 97 159 12%Induced 67 132 200 15%Total 525 850 1,375 100%

Visitor Economic Impacts (Resulting from visitor spending - Dollars inThousands)

Table 3

7 Organizations participating in this study were asked to report all expenses related to summer programming, under the umbrella of OneSummerlong Sensation, whether disbursed prior to Memorial Day 2003 or during One Summerlong Sensation. About twenty-five percent,or $1.9 million, of the responding organizations’ total spending was disbursed prior to Memorial Day. The majority ($5.1 million) wasoutlaid during the summer.


Visitors spent the most on entertainment andfood/restaurants – or about 49% ($19.5 million) oftotal direct spending related. Accommodations werealso a significant portion of total visitor spending,comprising 21% ($8.3 million) of the total. Shopping(19% or $7.4 million), gas and public transportation(10% or $4.1 million) and groceries (1% or $600,000)accounted for the remainder of visitor spending.

Residents and tourists visiting the selected venuesand events showed different spending patterns.Tourists spent considerably more than residents on aper-person basis – or $135 compared to about $26(Table 5). Again, this reflects the fact that touristsestimates are for a 24-hour period, while averages forvisitors reflect only event related spending. Touristsspent the most, relative to total dollars spent, onaccommodations (31%), while residents spent themost on entertainment (37%) and food (37%) –indeed, twice as much as tourists spent on food (17%)

and entertainment (19%). Tourists and residentsspent relatively similar amounts on shopping (19%compared to 17%) and gas and public transportation(11% compared to 9%), relative to total dollars spentby each group.

c. Organizational Economic ImpactThe 10 organizations and venues completing theOrganizational Survey directly injected $7 millioninto the regional economy as a result ofprogramming during One Summerlong Sensation,leveraging a total economic impact of $11.2 million(Table 6). 7

This level of economic activity at the 10 respondingorganizations during One Summerlong Sensationsupported:

• 119 full- and part-time jobs in Erie and Niagaracounties;

Locals Tourists All Visitors(n=501,843) %Tot (n=199,950) %Tot (n=701,793) %Tot

Restaurants/Snacks 4,898$ 37% 4,587$ 17% 9,485$ 24%Entertainment 4,863$ 37% 5,249$ 19% 10,112$ 25%Gas/Public Transit 1,149$ 9% 2,939$ 11% 4,088$ 10%Shopping 2,268$ 17% 5,181$ 19% 7,449$ 19%Groceries N/A N/A 596$ 2% 596$ 1%Accommodations N/A N/A 8,270$ 31% 8,270$ 21%Other N/A N/A 146$ 1% 146$ 0%

Total 13,178$ 100% 26,967$ 100% 40,146$ 100%

Direct Visitor Spending (Dollars in Thousands)

Table 4

Locals Tourists Locals Tourists(n=710) %Tot (n=316) %Tot (n=1,875) %Tot (n=1,152) %Tot

Restaurants/Snacks 19$ 34% 51$ 17% 10$ 37% 23$ 17%Entertainment 23$ 41% 62$ 20% 10$ 37% 26$ 19%Gas/Public Transit 5$ 9% 33$ 11% 2$ 9% 15$ 11%Shopping 10$ 17% 63$ 21% 5$ 17% 26$ 19%Groceries N/A N/A 6$ 2% N/A N/A 3$ 2%Accommodations N/A N/A 90$ 29% N/A N/A 41$ 31%Other N/A N/A 2$ 1% N/A N/A 1$ 1%

Total 57$ 100% 307$ 100% 26$ 100% 135$ 100%

$ Per Group $ Per PersonDirect VisitorSpending: Per-Personand Per-Group

Table 5

14

• $5.9 million in value added (labor income (67% oftotal), property-type income (26% of total), andindirect business taxes (7% of total)).

Trends in Organizational Spending. Employeeexpenditures, including wages and salaries, pensioncontributions and other employee benefits,comprised the greatest share – 37% or $2.6 million –of all organizational spending relating to OneSummerlong Sensation.

Operating expenses (funds dispersed for legal andother professional/consulting fees, paper and officesupplies, printing and publication costs, advertisingand promotion, postage, telephone, production,travel and insurance) totaled $2.2 million,accounting for 32% of all organizational expenses.

Capital outlays - equipment purchases and rentals,computer networking, construction, depreciation,and interest payments – accounted for 25% ($1.8

million) of all organizational expenditures. Totalfacility-related expenditures such as rent, buildingservices and utilities were slight, comprising only4% of all organizational expenses.

Organizational Revenues. Revenues received bythe 10 surveyed organizations as a result of summer2003 programming totaled $7 million (Table 8),nearly matching total disbursements. Theserevenues consisted of a combination of earnedrevenues (74% of total revenues) and contributedincome (24% of total revenues). Organizationalrevenues do not apply to economic impactcalculations, except in that they represent the sourceof the dollars organizations inject into the economy. 8

In terms of revenue sources for the 10 organizationsrelated to summer 2003 programming, earnedincome – consisting of the sale of tickets,concessions, gift shop items and art – totaled 74%($5.2 million) of the total. Contributed income,

Memorial Day-Pre-Mem. Day Labor Day All

(n=10) (n=10) (n=10) % Total

Direct 1,916$ 5,080$ 6,995$ 62%Indirect 649$ 1,141$ 1,790$ 16%Induced 837$ 1,573$ 2,410$ 22%Total 3,401$ 7,794$ 11,195$ 100%

Direct 869$ 2,732$ 3,371$ 57%Indirect 403$ 704$ 1,267$ 22%Induced 488$ 918$ 1,238$ 21%Total 1,759$ 4,354$ 5,877$ 100%

Direct 22 49 71 59%Indirect 8 13 20 17%Induced 10 19 29 24%Total 39 80 119 100%

Output

Value Added

Employment (Jobs)

Organizational EconomicImpacts: (Resulting from organizationalspending - Dollars in Thousands)

Table 6

Pre-Mem Day Mem. Day-Lab. Day TotalExpenditure (n=10) (n=10) (n=10) %Tot

Employee 196$ 2,415$ 2,611$ 37%Operating 247$ 1,988$ 2,235$ 32%Capital 1,439$ 327$ 1,766$ 25%Facility 2$ 257$ 259$ 4%Other 34$ 117$ 151$ 2%

Total (excludes taxes) 1,918$ 5,104$ 7,022$ 100%

Direct OrganizationalSpending (Dollars in Thousands)

Table 7


including public grants, corporate grants,foundation giving, individual contributions andfundraising event revenues, totaled $1.8 million.

The ratio of earned income to contributed incomeindicates the degree to which organizations canleverage their contributed dollars with earnedincome. For these 10 organizations, the earnedincome/contributed income ratio is 2.9. In otherwords, for every grant dollar received, theseorganizations generated $2.90 in earned revenues.This is likely due to the level of volunteerism and in-kind contributions at these organizations, both ofwhich were substantial. Indeed, the 10organizations reported a total of 2,216 volunteersbetween Memorial Day and Labor Day, an increaseof almost 10% from the previous summer. In-kindcontributions – from automobiles to signage printingto 60 dozen cookies – made to these organizationsvalued more than $280,000. This figure likelyunderestimates the level of in-kind contributions tothese 10 organizations, some of which were unableto estimate the dollar value of donated time andresources.

(n=10) %SubTot %Tot

Earned IncomeTicket sales/admissions 3,790$ 73% 54%

Concession sales 332$ 6% 5%

Gift shop sales 1,017$ 20% 15%

Sale of art (non-gift shop) 68$ 1% 1%

SUBTOTAL 5,206$ 100% 74%

Contributed Income Federal/state/local grants 187$ 10% 3%

Foundations and corporate grants 867$ 48% 12%

Individual contributions 397$ 22% 6%

Fundraising events 338$ 19% 5%

SUBTOTAL 1,790$ 100% 26%

TOTAL 6,996 100%

Organizational Revenues(Dollars in Thousands)

Table 8

8 As mentioned earlier in the report, when tabulating total economic impact (of visitor and organizational spending) earned income wassubtracted from the total organizational spending figures because these dollars were accounted for when determining the economic impactof visitor spending.

VI. RELATED FINDINGS

a. IntroductionIn addition to providing spending data, visitorswere asked to answer questions related to theirdemographics (Visitor Profile); the characteristics oftheir visit (Trip Characteristics); their experience atthe event or venue as well as within the BuffaloNiagara region, including their plans to attend othervenues and events in the region (VisitorExperiences); and, to help gauge the impact of theOne Summerlong Sensation marketing campaign,the medium or media which informed them of theevent or venue (Efficacy of Marketing Campaign).Visitors were also given the option to provide theire-mail address for marketing purposes. TheBNCVB will enter those e-mail addresses into alottery for a weekend visit to the region for aBuffalo Bills game.

Such data are important supplements to theeconomic impact findings, as they expand theregion’s understanding of its current tourismmarket. For instance, the data help to establish abaseline profile of the “typical” visitor of theregion’s cultural, arts and heritage venues andevents, and to decipher trends in visitation to theregion and its various venues and events. Theanalysis of a visitor’s source of information about avenue and event proved useful in qualitativelyanalyzing the efficacy of the One SummerlongSensation marketing campaign.

In summary, visitors to the 17 venues and eventsselected to participate in this study 1) represented apopulation on average older than that of the BuffaloNiagara region, 2) were more often female, 3) weremost likely to travel in groups of three or more and3) were more often local, hailing from within a 50-mile radius of the region and 4) among tourists,stayed in the region an average of two nights orfewer, and most frequently lodged in hotels or withfriends or relatives.

b. Visitor Profilei. Points of OriginMore than two-thirds of all visitors surveyed wereresidents, reporting that they live within a 50-mileradius of Buffalo Niagara or the event at which theywere surveyed, or are from Canada. This estimate

Visitor Origin, by Zip/Postal Code

is consistent with attendance estimates of the 16surveyed organizations, which reported that, onaverage, tourists comprise 28% of their audiencebase (although the total number of touristsestimated for each venue and event varied fromfewer than 5% to about 80% of the total number ofvisitors).

A specific GIS (geographic information systems)analysis of visitors’ points of origin (Figure 1, Table9) shows that a significant majority – 74% of allvisitors – reside in Western New York, with 67%from Erie and Niagara Counties and 7% from the sixother Western New York Counties (Allegany,

16

Figure 1

Other U.S. states14%

Canada3%

Other NYS (non-WNY)

8%

Other WNY7%

Notgiven/determined

1%

Erie & NiagaraCounties

67%

Erie &Niagara Counties

Other WNY

Other NYS(non-WNY)

Canada

Other U.S. states

Not given/determined

Point of Origin Number %Tot

Erie or Niagara Counties 687 67%Other 6 WNY counties 70 7% Total WNY 757 74%Other NYS locations (non-WNY) 79 8% Total NYS 836 81%Canada 34 3%Other U.S. states 144 14%"Drive" markets (OH, PA, NJ, CT, MA, VT) 47 5% Total Canada & other U.S. states 178 17%Other non-Canadian countries (Germany) 1 0%Zip code not given/can't be determined 11 1%

Visitor Zip/Postal CodesTable 9


Cattaraugus, Chautauqua, Genesee, Orleans andWyoming Counties).9 Although Canada is justacross the Niagara River, only about 3% of thesurveyed visitors are Canadian. These low numberscould be related to the SARS scare in Toronto inspring 2003 and tighter security at the region’sborder crossings as a result of U.S. anti-terrorismpolicies.

Other New York State residents accounted for 8% ofall visitors to the selected venues and events.Tourists from 39 different states, includingCalifornia, Hawaii, Washington, South Dakota andAlabama, traveled to the region during summer2003, representing 14% of all visitors. About 1 in 3“out-of-staters” originated from the drive marketsof Ohio, Pennsylvania, New Jersey, Connecticut,Massachusetts and Vermont.

ii. Gender and AgeVisitors responding to the survey were also asked toreport their gender and age. Women were slightlymore represented than men (54% compared to 46%)at the 17 venues and events. This closely representsthe proportion of females in Buffalo Niagara’s population, which is about 52% according to thelatest U.S. Census data.

In terms of age, visitors to the 17 events and venuestended to be older than the average resident ofBuffalo Niagara. For instance, while 72% of allvisitors were 35 or more years old, only 55% ofBuffalo Niagara’s population is older than 35. Thisdiversion likely is a result of the Visitors Surveyadministration process, which solicited the age ofonly the survey respondent as opposed to allmembers of the group or family. This might haveexcluded children, who are less likely to complete asurvey on behalf of their group or family, thusskewing upward the average age of respondents.

c. Trip Characteristics Visitors were asked to provide informationcharacterizing their visit to the region or event.

Tourists (visitors from outside a 50-mile radius ofthe region or from Canada) were asked to report thelength of their stay and the type of accommodationsused, while all visitors were asked to state thenumber of people in their group or party andindicate which other events and venues they hadalready attended or planned to attend in BuffaloNiagara during summer 2003.

i. Length of StayData revealed interesting patterns in overnight staysin the region – specifically, in the “Buffalo area” andthe “Niagara Falls area.”10 On average, themajority (55%) of tourists visiting the selectedvenues and events planned to stay in either theBuffalo or Niagara Falls areas for two nights orfewer. Approximately 20% said they planned tostay in the region exactly two nights, while 20%indicated they would stay only one night.Approximately 23% reported they had plans to visitthe region for only the day.

More specifically, visitors were more likely to stayovernight in the Buffalo area (70% planned to stay atleast one night) than in the Niagara Falls area (14%

Female54%

Male46%

Visitor GenderFigure 3

9 As the outlying regions of Western New York fall outside a 50-mile radius of the Buffalo Niagara region, it follows that the percentage ofvisitors from Western New York during the summer was greater than those from within a 50-mile radius. That is, “tourists,” as defined forpurposes of this report, could reside within Western New York.

planned to stay at least one night). About 20% of allvisitors indicated plans to stay four or more nightsin the Buffalo area; 5% of all visitors had plans tostay as many nights in the Niagara Falls area.

Overall, the average length of stay in the Buffaloarea was about 2.2 nights, compared to .4 nights inthe Niagara Falls area. 11

The relatively short lengths of stay are notparticularly surprising given that One SummerlongSensation promotions targeted “drive markets,” orareas close enough to make a day-long tripworthwhile. On the other hand, considering thattourists comprise about one-third of the region’stotal visitors, increasing overnight stays in theregion could dramatically improve the economicimpact of tourism in the region. Indeed, touristsspent about five times more than local visitors onevent- and visit-related goods and services ($135 vs.$26 per person – see Table 5).

18

30%

14%17% 19%

10% 10%

86%

3%2%3%3%4%

0%

20%

40%

60%

80%

100%

0 1 2 3 4-5 6+

Buffalo

NiagaraFalls

Length of Stay (# of Nights)

54%

Motels/Hotels/

B&B

Average Length of Stay (# Nights)

% Staying at least one night

Campground/RV

3

2%

Friends/Relatives

24%

2 4

Accommodations

ii. Type of Accommodations Overnight visitors to the region were asked toindicate how many nights they planned to stay ineach of the following accommodations: motel, hotelor bed and breakfast; campground or recreationalvehicle (RV); and friends or relatives. A majority ofthe respondents - 54% - planned to lodge at leastone night in a motel, hotel or bed and breakfast.Nearly one-quarter - 24% - reported plans to spendat least one night with friends or relatives. Only 2%said they would find accommodations in acampground or RV. On average, tourists staying ata hotel, motel or bed and breakfast stayed threenights, those staying with friends and relatives fournights, and those in a campground or RV twonights. (It cannot be assumed that these numberreflect the total length of stay, as tourists could stayin more than one accommodation).

Interestingly, 10% of those staying with friends andrelatives were also likely to spend at least one nightin the region at a hotel, motel or bed and breakfast.It follows then that friends and relatives of regionalresidents are an important component of theregion’s tourism market, staying longer in theregion than other tourists and spending money notonly on goods and services but also on overnightaccommodations.

Figure 4

Table 10

10 Survey respondents were asked to report how many nights, if any, they planned to stay in the “Buffalo area” and the “Niagara Fallsarea.” It was determined that using specific city names rather than the more broadly defined Buffalo Niagara region would be morefamiliar to tourists, as well as more useful in analyzing trends in overnight stays.

11 This average was conservatively calculated by assuming that those respondents who reported staying seven or more nights actually stayed only seven nights.


iii. Trip ActivitiesSurvey respondents were asked which of eightcultural, arts and tourism venues and events theyhad already attended or planned to attend sometimeduring summer 2003 (Figure 5). Also, visitors wereasked to indicate if there were “any other BuffaloNiagara area arts/cultural events” they planned tovisit during the summer.

A considerable number of visitors – 49% – hadalready visited or planned to include on their tripitinerary at least two of the venues and events listedin the survey. The Albright-Knox Art Gallery’sMasterworks from The Phillips Collection appearedto be the most popular among the surveyrespondents, with exactly one-third reporting thatthey saw or planned to see the exhibit. Dinomania!at the Buffalo Museum of Science and the EcoStationat the Buffalo Zoo were also popular, with more thanone-quarter of respondents (28% and 27%,respectively) indicating that they visited or intendedto visit these attractions.

Art on Wheels (19%), the Buffalo Philharmonic’sSummer Symphony 2003 (17%) and the Buffalo and

33%

28%

27%

19%

17%

15%

12%

10%

26%

0% 10% 20% 30% 40%

The Phillips Collection at Albright-Knox

Dinomania! at Museum of Science

Ecostation at Buffalo Zoo

Art on Wheels

Summer Symphony 2003 at BPO

Wheels of Power at BECHS

Forever Plaid by Shea's

WNED Guitar Festival

Other Arts/Cultural Event

“Which of the following OneSummerlong Sensationevents/exhibits have you attendedor do you plan to attend?”

Figure 5 Erie County Historical Society’s Wheels of Powerexhibit (15%) also drew a considerable portion ofvisitors. Approximately 12% of all respondentsattended or planned to attend Forever Plaid; 10%said they had attended or expected to attendWNED’s Buffalo Niagara Guitar Festival 2003.About one quarter of all respondents said that theyvisited or had plans to visit at least one otherarts/cultural event in the region.

It is important to note several factors contributing tosome of the differences in response rates. First, notall of the attractions and events lasted for theduration of the summer (see Section III for listing ofevent and exhibit schedules). The Guitar Festival,for example, took place over the course of only oneweek in June, which explains why so few indicatedthey had plans to attend that venue. Indeed, theGuitar Festival was a huge success, drawing 127,880visitors in one week, second only to the Buffalo Zoo,which saw 196,793 visitors between Memorial Dayand Labor Day. Also, Forever Plaid ran only for themonth of June, while other summer programming atShea’s Performing Arts Center, including historictours of its facility, continued throughout thesummer.

Second, the number of surveys conducted at eachvenue and event varied based upon the samplesizes needed for statistically significant results(Addendum C), which likely skewed the results infavor of those venues with the most surveysconducted onsite. Indeed, it is not a surprise thatmore visitors reported they had attended or plannedto view the Phillips Collection at the Albright-KnoxArt Gallery, where about 100 surveys wereconduced, while fewer reported attending theHistorical Society, where only 65 surveys wereconducted.

iv. Group SizeA majority of visitors to the selected venues andevents – approximately 62% – traveled to orattended the event alone (31%) or with just oneother person (31%) (Figure 6). The remainderattended the venues and events in groups of threeor more persons, with small groups of three or fourbeing more common than parties of five or more.

20

0% 1%6%

20%

59%

13%

1%0%

10%

20%

30%

40%

50%

60%

70%

1 (Poo

r) 2 3 4

5 (Exc

elle

nt)

Does n

ot A

pply

No Ans

wer

“How would you rate youroverall satisfaction with theevent?”

d. Visitor ExperiencesVisitors reported impressive levels of satisfactionwith the events they attended (Figure 7). Indeed, amajority of respondents – 59% – rated theirexperience at the event or venue at which they weresurveyed as “excellent” (or a rating of 5 on a scale of1 (“poor”) to 5 (“excellent”)). And one in five – or20% – said their satisfaction with the event fell justshort of excellent, assigning a rating of 4. Only 1%of visitors said their satisfaction was poor, assigninga rating of either 1 or 2. Roughly 13% of all surveyrespondents said the question did not apply, while1% provided no answer at all to this question.

Tourists were additionally asked to rate their overallexperience in the Buffalo Niagara region on a scaleof 1 to 5 (1 being “poor” and 5 being “excellent”).These visitors reported exceptionally high levels ofsatisfaction with their experience in Buffalo Niagara(Figure 8). Overall, 54% of tourists indicated theiroverall experience in Buffalo Niagara was“excellent.” About one in three (30%) assigned theirexperience in the region a rating of 4. Not onevisitor defined their stay in the region as “poor,”although about 1% said their experience wasworthy of a rating of only 2.

When asked to explain either their positive or

negative evaluations of the region, many touristsreferenced the region’s beauty, waterfront location,the natural resource of Niagara Falls, and theabundance of things to experience, such as museums,culture, architecture, history and malls. The region’samiable residents and small town feel were alsopositively cited. Some also mentioned that the areawas easy to get around and an inexpensive place tostay.

On the other hand, survey respondents also pointedto some of the region’s shortfalls. Among the factorscontributing to a less-than-excellent experience werethe region’s political situation, weather, lack ofsignage, poor transportation and an overabundanceof construction projects.

Despite these shortcomings, 99% of all out-of-towners indicated that they would indeed return toBuffalo Niagara in the future.

e. Efficacy of MarketingCampaignOne Summerlong Sensation included one of theregion’s most comprehensive and collaborative artsand cultural marketing campaigns. In an effort toevaluate its effectiveness visitors were asked if theywere familiar with the initiative (Figure 9), as well as

Figure 7

4%4%

31%

12%12%

5%

31%

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6-14 15+

Visitor Group SizeFigure 6

how they originally heard about the event at whichthey were surveyed (Figure 10). Considerably fewrespondents – 22% – indicated awareness of theinitiative, although residents of the region were moreoften aware of the initiative than tourists (29%compared to 8%). Of the 22% of all respondents whosaid they were aware of One Summerlong Sensation,

90% reported hearing about it before they attendedthe event at which they were attending.It is important to note, however, that about 41% of allsurvey respondents (excluding those surveyed at thehotel) learned about the event through advertising(newspaper, radio or online), which could includeboth One Summerlong Sensation promotionalmaterial as well as event- or venue-specificadvertising. Not surprisingly, tourists were morelikely than residents to hear about an event or venuethrough advertising.

A significant portion of survey respondents – about30% – learned of the event or venue by word ofmouth. Interestingly, tourists were more likely thanresidents to learn about a venue or event by word ofmouth, which perhaps suggests residents play a rolein promoting to their friends and relatives thevarious things to see and do in the region. Roughly


1%0%

30%

14%

54%

1%0%

10%

20%

30%

40%

50%

1 (Poo

r) 2 3 4

5 (Exc

elle

nt)

No an

swer

“How would you rate your overall experience in the BuffaloNiagara region?”

Figure 8

Advertising41%

Other11%

Signage/Drive-by

17%

Can't recall1%

Word of Mouth30%

“How did you originally hearabout the event?”

No78%

Yes22%

“Are you aware ofSummerlong Sensation?”

Figure 9

Figure 10

17% of all visitors learned of the attractions bynoticing signage in the area or driving by theattraction, although residents were more likely thantourists to obtain information in this way.

22

VII. QUALITATIVE IMPACT FINDINGS

While an economic impact analysis of OneSummerlong Sensation reveals the initiative’squantitative returns to the region, it does notrepresent the many intangible benefits accrued toBuffalo Niagara as a result of the effort. Thepromotional campaign for One SummerlongSensation resulted in widespread media coverage ofthe region’s arts, cultural, and tourism offerings.Hundreds of newspaper articles across the U.S. andCanada, reaching a potential audience ofapproximately 20 million people, touted BuffaloNiagara’s diverse tourist attractions – especiallythose in arts, culture and heritage – and reinforced agrowing national and international notion thatBuffalo Niagara is a premier tourism destination.

The BNCVB estimates that the dollar value of thelocal and national media coverage at more than $2.7million, thus leveraging more than $10 for everydollar spent on marketing and promotion. Ofcourse, by spreading to the word that BuffaloNiagara is a place worth discovering, as shown bythe news quotes below, One SummerlongSensation’s public relations campaign will havereturns for years to come.

“Buffalo is a vast outdoor museum, displaying thework of many of the greatest architects of the mid-19th century to the mid-20th century. The homesand public buildings are often breathtaking andalways interesting…The architectural treasures ofBuffalo are riveting. They must be seen.”“Buffalo Almighty,” Atlanta Journal-Constitution,June 1, 2003.

“So, it turns out that Buffalo’s got more than piles ofsnow and spicy chicken wings. It also has characterand spunk, plus four [Frank Lloyd Wright] housesand a park system designed by Frederick LawOlmsted…”“Shuffle No More. Buffalo – yes, Buffalo—is nowwalking proud as a hip center of arts andperformances. Plus it’s a cheap flight,”Washington Post, July 9, 2003.

“Buffalo’s arts community is getting top billing thissummer…The cultural life has been a well-keptsecret in this lakeside city for years. A new poolingof resources and vast cross-marketing is aimed at

nudging that cat out of the bag.” Associated Press, July 12, 2003.

One Summerlong Sensation also catalyzed newlevels of collaboration among Erie and NiagaraCounties’ arts, cultural, tourism organizations andbusiness and philanthropic communities. Buildingon an already impressive legacy of working together– from the Summer of Monet to Doors OpenNiagara to the Pan American Centennial Celebration– One Summerlong Sensation solidified thesecreative and professional relationships. Indeed,collaboration has become somewhat of a commonpractice in Buffalo Niagara. Almost everyorganization completing the Organizational Surveylisted three joint programming or promotionalendeavors (in addition to One SummerlongSensation) undertaken during summer 2003; manylisted more than three. Such collaborations reapcountless long-term benefits for the region,improving the health of the region’s institutions,expanding opportunities for tourism and regionaldevelopment and enhancing Buffalo Niagara’squality of life.

VIII. SUMMARY AND CONCLUSIONS


In its economic impact analysis of eight major culturalinstitutions and a representative sample of othercultural tourism events and venues in Buffalo Niagaraduring summer 2003, this report clearly demonstratesthe scope of rewards – both quantitative and qualitative– drawn to the region as a result of Buffalo Niagara’scultural, art, heritage and tourism assets. OneSummerlong Sensation, a consortium of tourism-related events and venues in the bi-county regionduring summer 2003, attempted to leverage the appealof these resources by packaging and promoting themtogether as an extraordinary, summerlong visitorexperience. Surely the summer of 2003 could have offered a morepropitious environment for tourism. With the SARSoutbreak in Toronto, a sluggish national and regionaleconomy, war and heightened national security, it isindeed no surprise that visitor traffic in the region didnot meet expectations. Yet the region saw manybenefits, both in terms of dollars and intagible returns,including an improved national and international imageas a visitor destination and increased collaboration. Insummary:

• 701,793 visitors attended the selected events andvenues during summer 2003; • About one-third of visitors during the summer weretourists (from outside a 50-mile radius of the region orCanada);• Attendance during summer 2003 was 8% less thanexpected but 24% higher than typical, according toreporting organizations; • Visitor spending produced a $69.5 economic impact;organizational spending produced an $11.2 economicimpact. Total economic impacts were $75 million. (Asvisitor and organizational spending overlap, addingvisitor and organizational economic impacts wouldoverstate total economic impacts); • Spending by participating organizations and theirvisitors supported 1,435 jobs in Erie and NiagaraCounties; • Visitors spent the most on entertainment - museumtickets, admission fees, tours - followed by food anddining, accommodations, shopping, local transportationand groceries;• Spending patterns differed between local visitors andtourists. Tourists spent the most on accommodations;local visitors spent the most on food and entertainment;

• Employee related expenses accounted for the largestshare – almost 40% – of organizational expenses relatedto One Summerlong Sensation;• Earned revenues – income generated by programs,services and sales – comprised about 75% of allrevenues received by this study’s reportingorganizations; contributed income (public, corporateand individual grants and contributions) composedabout one-quarter of organizational revenues; • Visitors were most likely to cite newspaper, radio andonline advertising (38%) as their source of informationabout venues and events in the region, followed byword of mouth (28%), and viewing signage or drivingby the location of the event or venue (16%); • The majority – 55% – of One Summerlong Sensationtourists planned to stay here for two nights or fewer.Twenty-three percent reported they were here for theday only; • About one-half of all visitors attended or had plansto attend two or more One Summerlong Sensationevents in the region; • Nearly 80% of all visitors rated their overallsatisfaction with the event they were surveyed at as“excellent” or just short of excellent;• 84% percent of tourists similarly rated theirexperience in the region as excellent or just short ofexcellent.Such impacts begin to shed light on the potential oftourism and, more specifically, cultural tourism, as apowerful economic engine for Buffalo Niagara that alsoleverages other important returns, including improvingthe region’s national and international image,enhancing the regional quality of life, and strengtheningBuffalo Niagara’s prized cultural, arts, heritage andtourism institutions. As a baseline analysis, however, the conclusions thatcan be drawn from this report are limited. Conductingsimilar analyses regularly - perhaps on an annual basis -would help the region decipher trends in tourismdevelopment and quantitative returns-on-investment.Before this can happen, however, the region needs toseriously address the fragmented and inconsistent datacollection efforts within the tourism industry. Indeed,this report provides a glimpse of the potential ofcomprehensive, region-wide and industry-wide datacollection and analysis efforts. It is hoped that thisreport is a strong beginning to an enduring effort toobjectively analyze the current picture of and setmeasurable goals for the region’s tourism industry.

JOB #: OSS 505 – MAY 2003 – FINAL DRAFT EVENT # :_______________

SCREEN OUT ANYONE WHO HAS PREVIOUSLY TAKEN THIS SURVEY.Good afternoon. My name is _______, and I’m, from Cornerstone Research. Today we are conducting a shortstudy on your attendance of (event name), and I’d like to ask you a few questions. For your participation, you willbe receiving a pen and picture frame magnet as a thank you.

1. How did you originally hear about (name of event)? (CHECK ONE)(1)___Word of mouth(2)___Advertising (TV, newspaper, radio, website/internet)(3)___Signage/drive-by(4)___Do not recall(5)___Other(6)___Does not apply (HOTEL RESPONDENTS ONLY)

2a. Are you aware of SUMMERLONG SENSATION? (1)___Yes (CONTINUE) (2)___No (SKIP TO 3)

2b. Had you heard about SUMMERLONG SENSATION: (READ ALL, CHECK ONE) (1)___Before coming to this event (2)___After arriving in this region but before attending this event

(3)___After arriving at this event

3. How would you rate your overall satisfaction with (name of event) on a scale of 1-5, 1 being poor, and 5 beingexcellent? (CIRCLE ONE)1 2 3 4 5 6 = DOES NOT APPLY (HOTEL RESPONDENTS ONLY)

4. Which of the following SUMMERLONG SENSATION events/exhibits have you attended or do you plan toattend this summer? (READ ALL, CIRCLE ALL THAT APPLY)A. THE PHILLIPS COLLECTION AT THE ALBRIGHT-KNOX ART GALLERYB. DINOMANIA! AT THE BUFFALO MUSEUM OF SCIENCEC. ECOSTATION AT THE BUFFALO ZOOD. WHEELS OF POWER EXHIBIT AT THE BUFFALO AND ERIE COUNTY HISTORICAL SOCIETYE. ART ON WHEELSF. BUFFALO NIAGARA GUITAR FESTIVALG. FOREVER PLAID AT SHEA’S PERFORMING ARTS CENTERH. SUMMER SYMPHONY 2003 (BUFFALO PHILHARMONIC ORCHESTRA)J. ANY OTHER BUFFALO NIAGARA AREA ARTS/CULTURAL EVENT

5a. Are you attending this event/Buffalo Niagara Region with a group/party?(1)___Yes (CONTINUE) (2)___No (SKIP TO 6)

5b. How many people are in your group/party? (CIRCLE NUMBER) 2 3 4 5 6 7 8 9 10 11 12 13 14 15+

6. Do you live within a 50 mile radius of this event/Buffalo Niagara Region? (SHOW MAP IF NECESSARY)(1)___Yes (SKIP TO 11a) (2)___No (CONTINUE)

7a. How many nights are you staying in the Buffalo area? (CIRCLE ONE)0 1 2 3 4 5 6 7+

7b. How many nights are you staying in the Niagara Falls area? (CIRCLE ONE) 0 1 2 3 4 5 6 7+

TURN SURVEY OVER

Visitors Survey- Page 1

24

ADDENDUM A


8. Approximately how many nights do you plan to stay in the Buffalo Niagara Region at: (READ ALL)A. A MOTEL, HOTEL, BED AND BREAKFAST (CIRCLE ONE) 0 1 2 3 4 5 6 7+B. CAMPGROUND/RV (CIRCLE ONE) 0 1 2 3 4 5 6 7+C. FRIENDS/RELATIVES (CIRCLE ONE) 0 1 2 3 4 5 6 7+

9a. How would you rate your overall experience with the Buffalo Niagara Region, on a scale of 1-5, 1 being poor and 5 being excellent? (CIRCLE ONE) 1 2 3 4 5

9b. Why do you feel this way? ____________________________________________________________

10. Would you return to the Buffalo Niagara Region? (1)___Yes (2)___No

11a. (LOCAL RESPONDENTS ONLY ) Please provide an estimate of how much your group/party (inattendance) has spent in the Buffalo Niagara region related to (NAME OF EVENT) in the followingcategories: (READ ALL)

A. FOOD AT RESTAURANTS/SNACK BARS $________________B. ENTERTAINMENT (MUSEUM TICKETS, TOURS) $ ________________C. GAS/PUBLIC TRANSPORTATION $ ______________D. SHOPPING (GIFTS, ETC.) $ _________________

(LOCAL RESPONDENTS SKIP TO 12)

11b. (OUT OF TOWN RESPONDENTS ONLY) Please provide an estimate of how much your group/party (in attendance) has spent in the Buffalo Niagara region within the last 24 hours on the following: (READ ALL)

A. FOOD AT RESTAURANTS/SNACK BARS $________________B. ENTERTAINMENT (MUSEUM TICKETS, TOURS, MOVIES, CASINOS) $ ________________C. GAS/PUBLIC TRANSPORTATION/CAR RENTALS $ ______________D. SHOPPING (GIFTS, CLOTHING, ETC.) $ _________________E. GROCERIES $________________F. ACCOMMODATIONS (I.E.: HOTEL, MOTELS, CAMPGROUNDS, ETC.) $_____________G. OTHER $ _______________

THE FOLLOWING QUESTIONS ARE FOR CLASSIFICATION PURPOSES ONLY. COULD YOUPLEASE TELL ME:

12. Your age: (CHECK ONE)(1)___Under 18(2)___18-34(3)___35-54(4)___55-74(5)___75+(6)___WND

13. Your gender: (1)___Male (2)___Female

14. Your zip code: ______________________

15. If you would like to provide your e-mail address, you can be entered into a drawing to win a weekend get-awayto a Bills home game: e-mail address: _____________________________

THANK YOU VERY MUCH FOR YOUR PARTICIPATION IN THIS IMPORTANT SURVEY.

Visitors Survey- Page 2

26

1

Institute for Local Governance and Regional GrowthUniversity at Buffalo • State University of New York

Beck Hall, 3435 Main Street, Buffalo, NY 14214-3004 • Phone: 716-829-3777 • Fax: 716-829-3776E-mail: [email protected] • Web: regional-institute.buffalo.edu

One Summerlong Sensation Organizational Survey

1. The following questions ask you to estimate expenses related to One SummerlongSensation (“OSS”). Please note:

• In the first column (“Total $ related to OSS prior to summer”), please estimate foreach category only those expenses that are related to any programming that tookplace during One Summerlong Sensation (Memorial Day to Labor Day 2003) butwere disbursed before Memorial Day.

• In the second column (“Total $ during OSS”), please estimate for each category thetotal expenses disbursed during One Summerlong Sensation (Memorial Day to

Labor Day 2003).

• All expenses listed for categories (a) through (f) should represent totaldisbursements. However, category (g) asks you to estimate how much of those totalexpenses were disbursed to businesses/organizations/contractors outside theBuffalo Niagara region (e.g., payment to insurer with no local offices, purchase ofart/materials from non-regional entity, etc.).

=================================================Total $ Total $related to OSS during OSSprior to summer (Memorial Day to(before Memorial Labor Day)Day)

a. Employee expenses ________ ________Wages and salaries ________ ________Pension contributions ________ ________Other employee benefits ________ ________Payroll taxes ________ ________Other ________ ________

b. Operating expenses ________ ________Accounting/bookkeeping fees ________ ________Legal fees ________ ________Other professional/ consulting fees ________ ________Office/paper supplies ________ ________Printing/publication costs ________ ________Advertising/promotion ________ ________Postage/shipping ________ ________Telephone ________ ________-CONTINUE-

Organizational Survey- Page 1

ADDENDUM B



28

3

b. Contributed income: i. Federal, state, local grants _______________ ii. Foundation and corporate grants _______________ iii. Individual contributions _______________ iv. Fundraising events _______________

c. In-kind contributions (e.g., volunteers, donations of equipment, facilities,supplies):

i. Please describe:______________________________________________________________________________________________________________________________________________________________________________

ii. Estimated value:_____________________________________________

4. What was the total number of visitors (regardless of geographic origin) to yourvenue/event(s) during One Summerlong Sensation (Memorial Day to Labor Day2003)? ____________________________

5. What was the estimated attendance for this period (Memorial Day to Labor Day2003)? ___________________________

6. What is the typical attendance for this period (Memorial Day to Labor Day)?___________________________

7. If your organization collects zip codes or other information to identify geographicalorigin of your patrons….

a. During a typical summer (Memorial Day to Labor Day), what percentage ofyour venue/event’s total attendance are tourists (those originating fromoutside a 50-mile radius of the Buffalo Niagara region or from anywhere inCanada)? _____________

b. How many visitors from outside the region actually attended yourvenue/event during One Summerlong Sensation (Memorial Day to LaborDay 2003)? _____________

8. What packaging and/or joint programming campaigns/partnerships (other than theOne Summerlong Sensation joint marketing campaign) did your organizationpursue during the 2003 summer season? This could include partnerships with bustours, hotels, other cultural/arts organizations, etc. Please list and briefly describe:

1. ______________________________________________ ______________________________________________

______________________________________________

2. ______________________________________________ ______________________________________________

-CONTINUE-



4

______________________________________________

3. __________________________________________________________________________________________________________________________________________

4. __________________________________________________________________________________________________________________________________________

5. ______________________________________________ ______________________________________________

______________________________________________

-END-

PLEASE COMPLETE THIS SURVEYAND RETURN TO THE INSTITUTE

BY SEPTEMBER 30, 2003


ADDENDUM C

30

Visitors Survey Schedule/Sample Sizes

ONE SUMMERLONG SENSATION VISITORS SURVEYSample Sizes and Survey Schedule

1. THEODORE ROOSEVELT INAUGURAL NATIONALHISTORIC SITEAttendance: 5,500Recommended sample size: 30Survey Date(s): June 14

2. GRAYCLIFFAttendance: 4,200 (May-Sept.)Recommended sample size: 25Survey Date(s): June 1

3. OLD FORT NIAGARAAttendance: 54,000 (June-July)Recommended sample size: 75Survey Date(s): June 7 and June 8

4. BUFFALO & ERIE COUNTY NAVAL & MILITARYPARKAttendance: 22,000Recommended sample size: 50Survey Date(s): July 19

5. LOCKPORT LOCKS & ERIE CANAL CRUISESAttendance: 42,500Recommended sample size: 65Survey Date(s): June 28 and June 29

6. MOTHERLAND CONNEXTIONSAttendance: 3,000Recommended sample size: 25Survey Date(s): August 8

7. ROYCROFT Attendance: 400,000Recommended sample size: 65Survey Date(s): June 28 and June 29

8. FOUR POINTS BT SHERATON HOTELAttendance: NARecommended sample size: 75Survey Date(s): July 20 and July 27, August 10

9. WE CARE GROUP (Art on Wheels’ Buffalo bus tour)Attendance: NARecommended sample size: 25Survey Date(s): August 3

10. WNED BUFFALO NIAGARA GUITAR FESTIVALAttendance: 75,000Recommended sample size: 75Survey Date(s): June 15 and June 18

11. BUFFALO & ERIE COUNTY HISTORICAL SOCIETYAttendance: 35,000Recommended sample size: 65Survey Date(s): August 2 and August 3

12. BUFFALO ZOO Attendance: 150,000Recommended sample size: 75Survey Date(s): July 26 and July 27

13. SHEA’S PERFORMING ARTS CENTERAttendance: 9,200Recommended sample size: 65Survey Date(s): June 21

14. BUFFALO PHILHARMONIC ORCHESTRAAttendance: 43,800Recommended sample size: 50Survey Date(s): July 19

15. ALBRIGHT-KNOX ART GALLERYAttendance: 100,000Recommended sample size: 100Survey Date(s): August 9 and August 10

16. ART ON WHEELSAttendance: 100,000Recommended sample size: 85Survey Date(s): Conducted at various sites throughoutJune, July and August.

17. BUFFALO MUSEUM OF SCIENCEAttendance: 75,000Recommended sample size: 75Survey Date(s): August 16 and August 17

TOTAL SAMPLE SIZE = 1,015TOTAL SURVEYS ACTUALLY CONDUCTED = 1,026

ADDENDUM D


Direct impact—the economic activity associatedwith the direct spending of visitors andorganizations within the region

Employment—reflects the number of full-time andpart-time jobs

Indirect business taxes—taxes paid to businessesduring the course of regular business operations.Comprised primarily of sales taxes, and to a smallerextent, excise taxes

Indirect impact—the economic activity generatedby the re-spending of dollars by those businessesthat directly or indirectly support those that aredirectly impacted

Induced impact—the economic activity generatedby household spending for those householdsemployed in the industries that are directly andindirectly impacted

Labor income—comprised of employeecompensation (wages and salaries as well as thevalue of non-cash benefits such as life, health anddental insurance and pension payments) andproprietary income to the self-employed

Local expenditures—purchases made at businesses,organizations or other entities located within theregion

Other property-type income—dividends, rents,royalties, etc. that are paid from corporate profits

Output—a measure of economic impact reflectingthe dollar value of spending taking place within theregion

Random sample—a sample drawn from apopulation (e.g. all arts and cultural visitors inBuffalo Niagara) in such a way that all populationitems have an equal chance of being selected

Region—the geographic area in which impacts arestudied; encompasses Erie and Niagara Counties(the Buffalo Niagara region), for the purpose of thisreport

Secondary impact—the sum of indirect andinduced impacts

Statistically significant—where observed,differences between random samples (e.g. touristsand residents) can be assumed to exist in thepopulations from which they are drawn since theprobability of seeing these differences by chancealone is statistically low

Total impact—the sum of direct, indirect andinduced impacts

Tourist—a visitor from the U.S. residing outside a50-mile radius of the Buffalo Niagara region orfrom Canada

Value added—a measure of economic impact thatincludes labor income, other property-type incomeand indirect business taxes

GLOSSARY

ADDENDUM E

32

Crompton, John L., Seokho Lee and Thomas J.Shuster. “A Guide for Undertaking EconomicImpact Studies: The Springfest Example.” Journal ofTravel Research 40 (August 2001), 79-87.

McHone W. Warren and Brian Rungeling. “PracticalIssues in Measuring the Impact of a Cultural TouristEvent in a Major Tourist Destination.” Journal ofTravel Research 38 (February 2000), 300-302.

MIG., Inc. IMPLAN Professional, Version 2.0. User'sGuide, Analysis Guide, Data Guide. Stillwater, MN:Minnesota IMPLAN Group Inc., 2000.

Stynes, Daniel J. Approaches to Estimating theEconomic Impacts of Tourism; Some Examples. January1999,<http://www.msu.edu/course/prr/840/econimpact/pdf/ecimpvol2.pdf>.

Stynes, Daniel J. Economic Impacts of Tourism.<http://www.msu.edu/course/prr/840/econimpact/pdf/ecimpvol1.pdf>.

Stynes, Daniel J. Economic Impacts of Tourism: AHandbook for Tourism Professionals. Champaign, IL:Tourism Research Laboratory at the University ofIllinois at Urbana-Champaign, 1997.

Stynes, Daniel J. Guidelines for Measuring VisitorSpending. January 1999,<http://www.msu.edu/course/prr/840/econimpact/pdf/ecimpvol3.pdf>.

Tyrrell, Timothy J. and Robert J. Johnston. “AFramework for Assessing Direct Economic Impactsof Tourist Events: Distinguishing Origins,Destinations, and Causes of Expenditures.” Journalof Travel Research 40 (August 2001), 94-100.

BIBLIOGRAPHY

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