2011 Port Colborne Canal Days

Economic Impact Study Port Colborne, Ontario July 29 to August 1, 2011

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methodology

Data collection Survey technique Sample size Days surveyed Economic modeling Tourism expenditure inputs Operational expenditure inputs Economic modeling On-site survey Accounting records Ontario TREIM Model On-site surveys 600 completed on-site surveys All days of event

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EXECUTIVE SUMMARY

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1. Total economic impact of Canal Days estimated at $2.1M Impact derived from spending by non-locals and event operations Estimate includes direct, indirect and induced impacts 2. Local employment supported by event Festival-related spending supports equivalent of 42 full-year jobs Spending also supports tax revenue at all three levels of government 3. Local residents spent $4.9M related to event While not economic impact, demonstrates local support for Canal Days Locals spent $2.1M at restaurants, bars, clubs and concessions 4. Celebrate Ontario funding resulted in additional $120K spending in region 5km run and Youth Concert at HH Knoll influenced many non-locals to attend Spending by these attendees, along with corresponding operational expenses contributed to increase

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EXECUTIVE SUMMARY

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5. Canal Days attracts tourists from many regions Approximately one-third of attendees resided beyond 40km Many non-locals resided in the Toronto area, 10% were from outside Canada 6. Vendors most popular feature of event West Street vendors were visited by approximately 70% of attendees Almost half also visited fireworks, Market Square concerts, Cars and Kites and Tall Ships 7. Print article most popular information source One-third indicated they obtained information from print articles Many also consulted signs or posters, radio, events web site and print ads 8. Sponsors recalled and appreciated by event goers TD Canada Trust, Enbridge and OLG most recalled sponsors 63% of attendees choose to do business with companies that support Canal Days 9. Canal Days highly rated by attendees Majority rated all aspects of event favourably Sponsors support an event with exceptional visitor satisfaction

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ECONOMIC BENEFITS

Event attendance
Total number of visits Average visits per person Total unique attendees Percentage local (up to 40km) Percentage non-local (beyond 40km) Number of locals (up to 40km) Number of non-locals (beyond 40km) Total unique attendees Celebrate Ontario-related attendance Number of non-locals (beyond 40km) Non-locals attributable to 5km run Non-locals attributable to Youth Concert at HH Knoll Estimated non-locals in absence of program 52,000 550 825 50,625 300,000 1.9 visits 158,000 67% 33% 106,000 52,000 158,000

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ECONOMIC BENEFITS

Economic impact
Initial expenditures Spending by non-local attendees Event operations GDP (Net Economic Impact) Direct Indirect Induced Employment supported Taxes generated Federal Provincial Municipal

Port Colborne $3.2M $2.8M $0.4M $2.1M $1.5M $0.3M $0.3M 42 $1.1M $0.6M $0.5M $0M

Ontario $3.2M $2.8M $0.4M $2.7M $1.5M $0.6M $0.6M 49 $1.4M $0.7M $0.6M $0.1M

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ECONOMIC BENEFITS

Spending estimates by non-locals

Restaurants, bars and clubs Concessions Accommodations Merchandise purchased on event site Tickets, admisssions, rides Parking, fuel, or repairs Groceries, other food and beverages Retail clothing purchased off-site Other entertainment, attractions, museums Other merchandise purchased off-site Car rentals Public transit or taxis

$10,000

$40,000

$55,000

$115,000

$120,000

$155,000

$170,000

$210,000

$325,000

$430,000

$495,000

$705,000

Total spending by non-locals

$2,830,000

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ECONOMIC BENEFITS

Operational spending
Wages/salaries paid to staff Locally hired entertainment Security/police Equipment and vehicle rentals Advertising, promotion, printing Waste removal/Port-O-Let rentals Television production Hotels/accommodations Catering/food/restaurants Office expenses Other expenses

$5,000 $5,000 $5,000

$8,000

$10,000

$15,000

$35,000

$55,000

$100,000

$134,000

$55,000

Total operational expenditures

$427,000

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ECONOMIC BENEFITS
Spending by locals (NOT economic impact)
Merchandise purchased on event site Concessions Restaurants, bars and clubs Tickets, admisssions, rides Retail clothing purchased off-site Parking, fuel, or repairs Other merchandise purchased off-site Public transit or taxis

$10,000

$130,000

$240,000

$270,000

$630,000

$1,010,000

$1,115,000

$1,510,000

Total spending by locals

$4,915,000

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ECONOMIC BENEFITS

Proportion of spending by non-locals attributable to new attractions funded by Celebrate Ontario

Groceries, other food and beverages Restaurants, bars and clubs Accommodations Tickets, admisssions, rides Other entertainment, attractions, museums Concessions Parking, fuel, or repairs Car rentals Merchandise purchased on event site

$10,000 $10,000 $5,000 $5,000 $5,000

$120,000

$20,000

$25,000

$30,000

$10,000

Total operational expenditures

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ECONOMIC BENEFITS
4 nights 5 nights or more

4% 4%
Overnight stays (among non-locals)
Overnight stays (among non-locals) All beyond 40km Domestic International beyond 40km

3 nights

15% 11% 20% 46%

0 nights

0 nights 1 night 2 nights 3 nights 4 nights 5 or more nights

Average nights stayed

46% 20% 11% 15% 4% 4%

1.2

49% 21% 10% 12% 4% 4%

1.2

25% 13% 25% 37% 0% 0%

1.8

2 nights

1 night

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ECONOMIC BENEFITS

Type of accommodation (among respondents who stayed overnight)

Other

Camping Bed and breakfast

3% 3%

16% 50% 28%

Private home (friend/ relative)

Hotel or motel

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MARKETING
Last year attended Canal Days

Never (first time)

19% 14% 6%

Before 2009

61%

2010

2009

Last year attended Canal Days

Locals

Non-locals

Under 30

30-49

50 and over

2010 2009 Before 2009 Never (first time)

71% 3% 15% 11%

42% 11% 12% 35%

55% 8% 11% 26%

60% 6% 12% 22%

65% 5% 14% 16%

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MARKETING
Reasons for visiting event
West Street vendors Fireworks Market Square concerts Cars and Kites Tall Ship cruises Boat parade of lights Museum attractions Childrens area Midway rides/games Indoor craft show Youth area Jazz stage Duck race Wine garden Garden swing 5K Run Mountain bike race
1% 1% 2% 2% 0% 0% 0% 5% 13% 11% 10% 1% 1% 7% 23% 23% 21% 19% 18% 15% 12% 18% 21% 18% 30% 48% 47% 46% 45% 70%

3% 1% 2% 0%

One of reasons

Main reason

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MARKETING
Reasons for visiting event
Reasons for visiting event Locals
One of reasons Main reason

Non-locals
One of reasons Main reason

Under 30
One of reasons Main reason One of reasons

30-49
Main reason

50 and over
One of reasons Main reason

West Street vendors Fireworks Market Square concerts Cars and Kites Tall Ship cruises Boat parade of lights Museum attractions Children's area Midway rides/games Indoor craft show Youth area Jazz stage Duck race Wine garden Garden swing 5K Run Mountain bike race

69% 57% 51% 51% 41% 34% 24% 27% 24% 18% 21% 14% 14% 10% 6% 3% 2%

15% 13% 19% 24% 13% 1% 1% 7% 2% 1% 1% 2% 0% 0% 0% 1% 0%

72% 29% 40% 36% 53% 24% 19% 16% 14% 19% 13% 10% 7% 10% 4% 4% 2%

14% 8% 16% 21% 25% 0% 1% 7% 1% 1% 3% 2% 0% 0% 0% 1% 0%

68% 50% 65% 42% 36% 29% 16% 31% 24% 7% 32% 2% 11% 2% 0% 0% 2%

20% 11% 31% 13% 4% 0% 0% 13% 0% 2% 4% 0% 0% 0% 0% 2% 0%

70% 51% 47% 47% 48% 32% 17% 38% 28% 16% 28% 11% 10% 9% 5% 2% 1%

12% 12% 18% 18% 18% 0% 0% 11% 3% 1% 3% 2% 0% 0% 0% 1% 1%

71% 45% 45% 47% 44% 30% 27% 10% 13% 22% 7% 18% 12% 11% 6% 2% 1%

14% 12% 15% 27% 21% 1% 1% 3% 1% 2% 0% 2% 0% 0% 0% 1% 0%

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MARKETING

Sources of event information

Print article Sign or poster Radio news Events web site Print ad Radio ad Tourism brochure Television news Television ad Social networking site Tourism web site Other web site
3% 4% 6% 8% 7% 9% 6% 27% 14% 29% 31%

11% 22%

16%

22%

10% 15%

21%

7%

14%

7%

14%

13%

8%

Past 30 days

Preferred

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MARKETING
Sources of event information
Sources of event information Locals
Past 30 days Preferred

Non-locals
Past 30 days Preferred

Under 30
Past 30 days Preferred

30-49
Past 30 days Preferred

50 and over
Past 30 days Preferred

Print article Sign or poster Radio news Event's web site Print ad Radio ad Tourism brochure Television news Television ad Social networking site Tourism web site Other web site

39% 37% 36% 21% 27% 27% 18% 17% 16% 14% 7% 6%

18% 7% 13% 11% 9% 11% 7% 8% 6% 5% 3% 2%

14% 13% 10% 22% 12% 9% 8% 6% 10% 10% 10% 12%

8% 6% 6% 26% 10% 6% 6% 5% 10% 6% 7% 4%

30% 41% 41% 26% 21% 28% 18% 16% 12% 30% 12% 10%

9% 7% 16% 15% 7% 11% 7% 5% 7% 14% 2% 0%

25% 26% 21% 23% 22% 28% 11% 11% 13% 11% 9% 6%

11% 4% 8% 17% 11% 15% 5% 7% 8% 5% 5% 4%

37% 30% 28% 19% 24% 17% 18% 15% 17% 11% 8% 8%

17% 7% 11% 13% 9% 5% 10% 9% 7% 5% 5% 2%

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SPONSORSHIP & EXHIBITS

Sponsor recall

Could not name any sponsors

55%

45%

Could name at least one sponsor

Sponsor recall

Locals

Non-locals

Under 30

30-49

50 and over

Could name at least one sponsor Could not name any sponsors

49% 51%

37% 63%

47% 53%

49% 51%

45% 55%

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SPONSORSHIP & EXHIBITS

Unaided sponsor recall
TD Canada Trust Enbridge OLG Young Automotive Professionals CIBC No Frills Port Colborne Rankin Construction Inc. Pizza Pizza Car Star Swiss Chalet Molson Desjardins Harveys 97.7 HTZ-FM Scotiabank Vale Lions Club 91.7 Giant FM Meridian Sobeys Marine Delivers Via
6% 5% 5% 4% 4% 3% 3% 3% 2% 2% 2% 2% 3% 4% 5% 6% 7% 9% 12% 14% 24% 28%

(among those who could name sponsors)

32%

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SPONSORSHIP & EXHIBITS

(among those who could name sponsors) Unaided Sponsor Recall (among those who could name sponsors)
TD Canada Trust Enbridge OLG Young Automotive Professionals CIBC No Frills Port Colborne Rankin Construction Inc. Pizza Pizza Car Star Swiss Chalet Molson Desjardins Harvey's 97.7 HTZ-FM Scotiabank Vale Lions Club 91.7 Giant FM Meridian Sobeys Marine Delivers Via

Unaided sponsor recall

Non-locals
29% 27% 37% 10% 8% 10% 6% 1% 6% 3% 8% 4% 6% 7% 1% 1% 3% 3% 3% 1% 1% 3% 1%

Locals
33% 28% 19% 15% 13% 9% 8% 8% 6% 6% 4% 6% 3% 4% 5% 4% 3% 3% 3% 2% 2% 2% 3%

Under 30
35% 24% 21% 14% 7% 10% 3% 0% 28% 3% 0% 7% 3% 7% 14% 10% 0% 7% 3% 0% 0% 3% 0%

30-49
30% 31% 20% 11% 18% 11% 10% 5% 4% 3% 2% 5% 3% 6% 4% 4% 3% 3% 5% 2% 2% 2% 4%

50 and over
34% 25% 29% 16% 8% 4% 5% 9% 3% 8% 10% 5% 4% 4% 2% 2% 4% 2% 2% 2% 2% 2% 1%

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SPONSORSHIP & EXHIBITS

Statements about event and sponsors

31% 63%

5%

15%

22% 11% 80%

6%

67%

"All other things being equal, I choose to do business with companies that support Canal Days"
Statements about event and sponsors

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

Events like this need more funding from governments

Agree Disagree Not sure

Locals
agree disagree not sure agree disagree not sure agree disagree not sure

Non-locals

Under 30

30-49

50 and over

All other things being equal, I choose to do business with companies that support Canal Days Canal Days enhances the quality of life for people living in this region Events like this need more funding from governments

68% 6% 26% 82% 7% 11% 70% 11% 19%

54% 5% 41% 75% 3% 22% 62% 11% 27%

48% 12% 40% 72% 8% 20% 69% 10% 21%

62% 6% 32% 78% 7% 15% 64% 10% 26%

70% 5% 25% 84% 3% 13% 70% 12% 18%

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SPONSORSHIP & EXHIBITS

Purchase expectations within next 12 months
Airline ticket Home renovations Consumer electronics RRSPs, funds, stocks Train or bus ticket Office equipment/supplies Brand-new car Brand-new light truck

3%

6%

11%

12%

17%

23%

30%

32%

Purchase expectations within next 12 months Airline ticket Home renovations Consumer electronics RRSPs, funds, stocks Train or bus ticket Office equipment/supplies Brand-new car Brand-new light truck

Locals 33% 32% 24% 16% 11% 11% 6% 4%

Non-locals 28% 25% 20% 19% 13% 12% 4% 2%

Under 30 24% 21% 36% 16% 28% 17% 3% 5%

30-49 35% 36% 24% 21% 9% 15% 4% 4%

50 and over 33% 30% 19% 17% 11% 8% 8% 2%

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SPONSORSHIP & EXHIBITS

Purchase expectations within next 30 days
Fast food Soft drinks Beer Books or magazines Wine Internet services Wireless telephone services Music downloads (paid)

11%
Non-locals 69% 55% 52% 47% 38% 25% 20% 13%

25%

28%

35%

47%

49%

56%

66%

Purchase expectations within next 30 days Fast food Soft drinks Beer Books or magazines Wine Internet services Wireless telephone services Music downloads (paid)

Locals 65% 57% 48% 46% 34% 30% 27% 10%

Under 30 71% 66% 60% 40% 26% 33% 41% 14%

30-49 73% 64% 56% 51% 38% 32% 30% 16%

50 and over 62% 51% 44% 49% 37% 26% 20% 6%

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SPONSORSHIP & EXHIBITS

Items currently owned
Car or minivan House or condo Light truck or SUV Stocks or mutual funds Smart phone Vacation property Items currently owned Car or minivan House or condo Light truck or SUV Stocks or mutual funds Smart phone Vacation property Locals 73% 51% 38% 35% 22% 7%

37% 22% 37%

53%

74%

9%
Non-locals 77% 59% 35% 40% 23% 12%

Under 30 55% 25% 20% 20% 52% 2%

30-49 75% 57% 40% 34% 27% 9%

50 and over 80% 60% 40% 45% 14% 11%

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EVENT RATINGS
Event ratings
2% 2% 4%

41%

57%

44%

54%

46%

50%

Atmosphere
4%

Quality of entertainment
5%

Variety of entertainment
3%

46%

50%

50%

45%

53%

44%

Cleanliness

Variety of food/beverage

Quality of food/beverage
Excellent Good Poor

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EVENT RATINGS
Event ratings
Event ratings Locals
excellent good poor excellent good poor excellent good poor excellent good poor excellent good poor excellent good poor

Non-locals

Under 30

30-49

50 and over

Atmosphere Quality of entertainment Variety of entertainment

60% 39% 1% 58% 40% 2% 55% 40% 5% 52% 44% 4% 50% 45% 5% 49% 48% 3%

52% 46% 2% 45% 53% 2% 40% 57% 3% 46% 50% 4% 34% 61% 5% 34% 63% 3%

53% 43% 4% 48% 50% 2% 40% 54% 6% 47% 42% 11% 43% 48% 9% 47% 51% 2%

57% 41% 2% 56% 42% 2% 51% 44% 5% 49% 48% 3% 44% 50% 6% 43% 53% 4%

58% 42% 0% 54% 44% 2% 51% 46% 3% 52% 45% 3% 45% 50% 5% 43% 53% 4%

Cleanliness Variety of food/beverage Quality of food/beverage

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DEMOGRAPHICS
Gender

52%

48%

Gender

Locals

Non-locals

Under 30

30-49

50 and over

Male Female

49% 51%

45% 55%

49% 51%

48% 52%

47% 53%

Note: gender includes respondent and members of party

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DEMOGRAPHICS
Age categories
Under 10 10-19 20-29 30-39 40-49 50-59 60-69 70 and over Age categories Under 10 10-19 20-29 30-39 40-49 50-59 60-69 70 and over
6% 13% 10% 10% 15%

15% 15% 16%

Locals 17% 11% 11% 17% 13% 15% 11% 5%

Non-locals 12% 8% 9% 12% 18% 18% 16% 7%

Note: age categories include respondent and members of party

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DEMOGRAPHICS
Occupation
Retired Blue-collar labour Service/retail/restaurant/hotel White-collar sales/business Office/clerical Self-employed Teacher/professor Health care (excluding doctors) Homemaker Student Professional High-Technology Government Consultant/specialist Police/fire/military Blue-collar sales/business Unemployed Social work Disability Agriculture Other
1% 1% 1% 1% 0% 0% 1% 3% 3% 2% 3% 6% 5% 4% 5% 6% 7% 9% 15% 25%

2%

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DEMOGRAPHICS
Occupation
Occupation Retired Blue-collar labour Service/retail/restaurant/hotel White-collar sales/business Office/clerical Self-employed Teacher/professor Health care (excluding doctors) Homemaker Student Professional High-Technology Government Consultant/specialist Police/fire/military Blue-collar sales/business Unemployed Social work Disability Agriculture Other Locals 26% 16% 9% 5% 6% 4% 5% 5% 5% 4% 3% 2% 2% 1% 1% 1% 2% 1% 0% 0% 2% Non-locals 21% 12% 7% 11% 5% 10% 7% 5% 2% 1% 2% 6% 3% 2% 1% 2% 0% 1% 0% 1% 1% Under 30 0% 15% 22% 4% 2% 0% 0% 7% 7% 22% 0% 7% 4% 2% 0% 0% 2% 4% 0% 0% 2% 30-49 1% 18% 9% 11% 10% 7% 9% 9% 4% 0% 3% 5% 2% 2% 1% 2% 1% 1% 1% 1% 3% 50 and over 45% 11% 7% 5% 3% 6% 3% 2% 4% 1% 2% 2% 2% 1% 1% 1% 1% 1% 0% 1% 1%

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DEMOGRAPHICS
Current living situation
Single with parents Single on own Single with children Couple no children Couple with children Couple children grown Other Current living situation Single with parents Single on own Single with children Couple no children Couple with children Couple children grown Other Locals 8% 12% 8% 14% 34% 23% 1%
2% 26% 6% 6% 13% 14%

33%

Non-locals 4% 15% 3% 14% 31% 31% 2%

Under 30 33% 15% 8% 11% 26% 2% 5%

30-49 4% 8% 6% 12% 60% 8% 2%

50 and over 1% 15% 7% 16% 15% 45% 1%

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DEMOGRAPHICS
Household income (before taxes)
Under $25,000 $25,000 - $49,999 $50,000 - $79,999 $80,000 - $99,999 $100,000 - $199,999 $200,000 and over Household income (before taxes) Under $25,000 $25,000 - $49,999 $50,000 - $79,999 $80,000 - $99,999 $100,000 - $199,999 $200,000 and over Locals 16% 24% 28% 14% 14% 4%
4% 16% 17% 14% 24%

25%

Non-locals 10% 25% 20% 21% 19% 5%

Under 30 32% 30% 10% 12% 8% 8%

30-49 8% 21% 26% 17% 22% 6%

50 and over 15% 25% 29% 19% 11% 1%

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DEMOGRAPHICS

Distance from festival site

More than 80km

18% 15%

40km to 80km

67%

Less than 40km

Distance from festival site Less than 40km 40km to 80km More than 80km

Under 30 75% 10% 15%

30-49 66% 16% 18%

50 and over 63% 18% 19%

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DEMOGRAPHICS
Place of residence
Niagara Falls and Region Southwestern Ontario GTA/suburbs Toronto/416 Central Ontario Eastern Ontario Northern Ontario Other Provinces Buffalo and suburbs Other USA UK Place of residence (among those residing more than 40km away) Niagara Falls and Region Southwestern Ontario GTA/suburbs Toronto/416 Central Ontario Eastern Ontario Northern Ontario Other Provinces Buffalo and suburbs Other USA UK (among those residing more than 40km away)
22% 29%

1%

3%

5%

11%

17%

2% 2% 7%

1%

Under 30 26% 20% 20% 27% 7% 0% 0% 0% 0% 0% 0%

30-49 32% 27% 15% 16% 1% 3% 0% 1% 3% 1% 1%

50 and over 32% 20% 20% 4% 7% 3% 2% 2% 2% 8% 0%

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QUESTIONS & FEEDBACK

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