Measuring the Economic Impact of the Prince George Conference and Civic Centre Presentation to Prince George City Council – December 4, 2017

The dataset was weighted by origin and event type to reflect the actual delegate and exhibitor populations at June 2016-2017 events.

At the 95% level of confidence, the margin of error on a sample size of 385 delegates and 122 exhibitors is ±5% and ±9%, respectively.

The survey data was used in conjunction with PGCCC data on its events (including attendance figures and event planner expenses associated with hosting the events) to create estimates on the total non-local spending that can be attributed to the PGCCC from events held during June 2016-2017. The total direct spending estimates were inputted into BC Stats’ BC Input-Output Model (BCIOM) to determine the economic impact of the spending as it made its way through the economy.

Methodology This research uses data collected at events held at PGCCC from June 2016 to June 2017. A total of 507 in-person surveys were conducted with non-local delegates and exhibitors attending qualifying1 events at the Centre held during the period. PGCCC personnel conducted the surveys on-site using tablets to access Sentis’ online survey. Specific survey measures included:

• Region of origin • Number of travel companions • Exhibit booth size • Length and region of stay in Prince George (including extra nights) • Spending as a result of attending the event

• Only events with at least 25% non-local attendance were eligible for surveying.

Background & Objectives

Background & Objectives The full breakdown of surveys collected with non-local delegates and exhibitors at each event is as follows:

PGCCC By the Numbers

From June 2016 to June 2017, the Prince George Conference and Civic Centre hosted 101 events that drew non-local visitors, including:

PGCCC Events Drawing Non-Locals

55

18

10

8

5

5

Course Sessions

Meetings

Special Events/Concerts

Banquets

Trade Shows/Consumer Shows

The 101 events brought in:

8,246 non-local delegates

375 non-local exhibiting companies represented by 739 exhibitor staff

The typical event was 1-2 days. Average Event Length By Type Days Convention/Conference 2.6 Trade Show/Consumer Show 2.0 Course Session 1.6 Meeting 1.4 Banquet 1.3 Special Event/Concert 1.0

The vast majority of non-local delegates (93%) came from within the province. Another 7% were visiting from other parts of the country, while less than 1% were visiting internationally. Three-quarters of non-local exhibitor companies were from within BC. Another 21% travelled from other provinces in Canada, leaving just a few who were international (3%).

Non-Local Delegate & Exhibitor Origins

Non-Local Delegate & Exhibitor Profile

⟩ Non-local delegates most commonly attended trade/consumer shows (36%), followed by conventions/conferences (27%). International delegates were especially likely to be at convention/conferences.

⟩ Delegates from other provinces in Canada tended to be at longer events (3.1 show days on average), compared to provincial and international delegates (each averaging 2.3 show days).

Survey Findings: Party Size

Survey Findings: Exhibit Booth Staffing

Survey Findings: Length of Stay in Prince George: Delegates

⟩ Over 80% of all delegates spent at least 2 nights in Prince George as a result of their trip, for an average of 2.5 nights in total.

⟩ Those visiting from outside of BC tended to stay in town for roughly one and a half nights longer than those who came from within the province (3.8 vs. 2.4 nights on average).

⟩ 16% of delegates chose to add extra nights to their trip to Prince George, for an average of 0.5 extra nights.

⟩ Those coming from outside of BC tended to extend their trip for longer, for an overall average of 1.1 extra nights (vs. 0.4 nights for provincial delegates). This includes almost 10% chose to stay in town for at least an extra week.

⟩ 77% of delegates reported spending money on paid accommodations. With an average stay of 2.5 nights, this amounts to over 16,000 room nights booked.

Survey Findings: Length of Stay in Prince George: Exhibitors

⟩ When compared to delegates, exhibitors tended to stay in town for almost a full night longer, averaging 3.2 total nights in Prince George.

⟩ Exhibitors travelling from outside of BC spent more time in Prince George than their provincial counterparts (an average trip duration of 3.8 nights vs. 3.0 nights, respectively).

⟩ On average, exhibitors extended their trip by 0.2 extra nights, with those from within the province adding slightly more nights than exhibitors coming from outside of BC.

⟩ Almost all exhibitors (94%) reported spending money on paid accommodations. With an average stay of 3.2 nights, roughly 2,200 room nights were booked by exhibitors in Prince George.

total estimated room nights booked by exhibitors

2,203

Total Nights Extra Nights

Avg. # of Nights

3.2 nights

3.0 Nights

3.8 nights

0.2 nights

0.2 nights

0.1 nights

7+

4-6

2-3

1

0

9% 12%

54% 56%

46%

36% 31%

49%

5%

87% 86% 91%

8% 8% 9% 5% 6%

Base (Exhibitors): Total (122), Rest of BC (102), Outside of BC (20*)

*Caution: small base size

Q6B. How many nights in total are you staying in Prince George on this trip? Q7. Does this stay in Prince George include any extra nights that you added before or after the event / convention? Q8. How many extra nights?

Spending Projections: Non-Local Delegate Spending

Spending Projections: Non-Local Exhibit Non-Production Spending

Spending Projections: Non-Local Exhibit Production Spending

⟩ When it comes to production spending, the typical exhibit puts around an additional $200 towards their booth (outside of payments made to the PGCCC or event organizer).

⟩ The bulk of the spending can be attributed to shipping and customs clearance, followed by client hosting/entertainment.

$111 Shipping & customs

$42 Client hosting/ entertainment (e.g. dinners, shows held off-site)

$26 Local production (e.g. signage, printing, marketing materials)

$14 Equipment rentals & services (e.g. A/V, booth furnishing/accessories, décor)

Average $ Spent per Exhibit

$4 Other

Total Avg Exhibitor Company Spending

$198

Total Non-Local Visitor Spending (Projected to All June ‘16-’17 Events)

⟩ From June 2016 to June 2017, the Prince George Conference and Civic Centre drew in over 8,200 delegates who spent an estimated $5.6 million.

⟩ The events also brought in 375 non-local exhibits, represented by an estimated 735 non-local exhibitors. Total direct exhibit spending is an estimated $595 thousand in non-production spending and $74 thousand in production expenses (for a total of $669 thousand).

⟩ In total, non-local delegates and exhibitors at events from June 2016 – June 2017 are responsible for an estimated $6.2 million in direct spending.

Total Event Production Spending Attributed to Non-Local Visitors (All June ‘16 – ’17 Events)

⟩ A total of $697 thousand in event planner expenses can be attributed to non-local visitors attending events at PGCCC from June 2016-2017.

⟩ This includes approximately $542 thousand paid directly to the Civic Centre to host events (most of which went towards F&B and room rental) and another $156 thousand in other expenses (e.g. for offsite-excursions, speaker fees, printing and marketing, etc.).

⟩ When event production expenses are combined with PGCCC delegate and exhibitor spending, is estimated to have generated roughly $6.9 million as a result of non-local attendance.

Total Non-Local

Civic Centre Event Production Revenue

A/V $ 7,240

Data $ 5,480

Display $ 4,792

Electrical $ 20

Food & Beverage $ 399,773

Room Rental $ 122,882

Labour $ 981

Lighting $ 163

Security $ 802

Total Event Production Spending (Paid to the Civic Centre) $ 542,132

Additional Event Planner Expenses

Food & Beverage $ 8,126

Attractions $ 2,066

Entertainment $ 21,285

Transportation $ 6,721

Other $ 117,427

Total Additional Event Planner Expenses $ 155,625

Total Event Production Spending $ 697,758

Total Direct Spending (Delegate, Exhibitor & Event Production) $ 6,918,280

Economic Impact to Prince George

2018

•Natural Resources Forum •Northern Silviculture Conference •NHA Spring Leadership Conference •PGNAETA Trades Expo •COFI Convention •BC Teachers’ Federation •Northern Oncology Conference •5th Annual Gathering of the Aboriginal Health Symposium •NH CIS Forum •International Bioenergy Conference & Exhibit •BC Grand Lodge of Freemasons Conference •NH Research Forum •Girl Guides of Canada Conference

2019

•Natural Resources Forum •Applied Informatics for Health Society •PG Fibre Arts Guild Conference •BC Principals & Vice Principals Association •BC Museums Association Conference •World Para-Nordic Championships •BC Nurse Practitioners Conference (bid) •BC Farmers Conference (bid) •Small Business BC (bid) •Public Works Association Conference (bid) •Canadian and BC Chamber of Commerce (bid)

2020

•Natural Resources Forum •BC Hotel Association (bid) •Council of Forest Industries Convention •International Bioenergy Conference and Exhibition •BC Principals and Vice Principals Association •BC Waste & Wastewater Conference (bid) •BC Summer Games (Tentative)

• The PGCCC will continue to work closely with industry partners to attract, prospect and bid on potential multi-day events

• Booking pace continues to be strong over the next 3 year period

• Developing and implementing internal processes to track and accurately measure Economic Impact of non-local delegates, exhibitors and visitors to the City

• Building a business case to invest in our future: developing a Master Renovation and/or Expansion Plan for the Prince George Conference and Civic Centre

On The Horizon UPCOMING CONFERENCES & MAJOR MULTI-DAY EVENTS

QUESTIONS ?