SOUTHCOAST TOURIST WEEKEND · southcoast tourism weekend may 17 - 19, 2002 economic impact analysis...

SOUTHCOAST TOURISM WEEKEND

May 17 - 19, 2002

ECONOMIC IMPACT ANALYSIS

Prepared by the

CENTER FOR POLICY ANALYSISUNIVERSITY OF MASSACHUSETTS DARTMOUTH

June 2002

UNIVERSITY OF MASSACHUSETTS DARTMOUTHCENTER FOR POLICY ANALYSIS

The University of Massachusetts Dartmouth Center for Policy Analysis was established in 1985 as amultidisciplinary research unit dedicated to the creation and dissemination of knowledge that facilitateseconomic, social, and political development. The Center for Policy Analysis aims to enhance the economic andsocial well-being of citizens by providing research, information, and technical assistance to government,business, non-profit, and educational agencies. The Center for Policy Analysis does not pursue a predeterminedresearch agenda, but is a flexible research organization responding on a timely basis to problems and issuesidentified by client agencies.

Clyde W. Barrow, Ph.D., Political ScienceDirector

EXECUTIVE BOARD

David Borges, M.P.A., Public Administration Victor DeSantis, Ph.D., Political Science William Hogan, Ph.D., EconomicsSenior Research Associate Adjunct Research Associate Senior Research Associate

Toby Huff, Ph.D., Sociology Susan Krumholz, J.D., Ph.D., Sociology Philip Melanson, Ph.D., Political ScienceSenior Research Associate Senior Research Associate Senior Research Associate

Paul Vigeant, M.A., Public Administration Shawna Sweeney, M.A., Political Science Luther Wallin, M.R.P., Regional PlanningAdjunct Research Associate Senior Research Associate Senior Research Associate

EXECUTIVE STAFF

David Borges, M.P.A., Public Administration Shawna Sweeney, M.A., Political ScienceSenior Research Associate Senior Research Associate

Stefanie PicardResearch Assistant

ADJUNCT RESEARCH ASSOCIATES

Victor DeSantis, Ph.D., Political Science Paul Vigeant, M.A., Public AdministrationBridgewater State College SouthCoast Development Partnership

Correspondence and inquiries should be addressed to: Center for Policy Analysis, University of MassachusettsDartmouth, 285 Old Westport Road, North Dartmouth, Massachusetts 02747-2300 (telephone: 508-999-8943;fax: 508-999-8374).

Copyright Center for Policy Analysis. All rights reserved. This document may not be reproduced in anyform without prior written permission from the Center for Policy Analysis.

Website address: www.umassd.edu/cfpa

The information and analysis in this report does not represent an official statement or view of the University ofMassachusetts.

Economic Research Series No. 35______________________________________________________________________________________

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______________________________________________________________________________CONTENTS

Page

EXECUTIVE SUMMARY i-ii

1.00 INTRODUCTION 1-2

2.00 PROGRAM EVALUATION - METHODOLOGY 3-5

3.00 SURVEY RESULTS 6-14

3.10 Type of Attraction 63.20 Patron's Geographic Origin 6-73.30 Attractions patrons attended or plan to attend 7-83.40 Number in party 83.50 Spending at surrounding establishments 9-11

3.51 How much did you spend at a restaurant? 103.52 How much did you spend on gasoline? 103.53 How much did you spend on retail purchases? 10-113.54 How much did you spend on lodging? 113.55 How much did you spend on other purchases? 11

3.60 How did you learn about the Hometown Tourism Passport 12-14

4.00 MEASURES OF PROGRAM SUCCESS 15-17

4.10 Do you think the program is worth redoing? 154.20 How would you rate the current attractions? 154.30 Would you visit this attraction again in the future? 164.40 Has your impression of the South Coast region changed

compared to one year ago? 17

5.00 ECONOMIC IMPACT OF PROGRAM 18-20

5.10 On-site sales impact 185.20 Off-site sales impact 195.30 Total sales impact 19-20

6.00 CONCLUSION 21-22

Appendices A - C

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______________________________________________________________________________________

ACKNOWLEDGEMENTS

The SouthCoast Tourism Weekend: Economic Impact Analysis, 2002 was prepared by theUniversity of Massachusetts Dartmouth Center for Policy Analysis and funded by the SouthCoastDevelopment Partnership (SCDP). The report is authored by Shawna E. Sweeney, Senior ResearchAssociate, Center for Policy Analysis and Clyde W. Barrow, Director, Center for Policy Analysis.

The authors gratefully acknowledge the work of the survey research assistants who administeredpatron intercept surveys at participating tourist attractions during the SouthCoast Tourist Weekend held onMay 17 - 19, 2002: Sofia Cabral, Allison Freitas, Christi Grace, Doris Medeiros, Jennifer Picard, StefaniePicard, Matthew Soares, Brian Vaz, and Michael Vaz.

The authors also thank key personnel at the SouthCoast Development Partnership (SCDP) forconceiving and implementing the SouthCoast Tourism Weekend and for their work in disseminatinginformation about the program: Paul Vigeant, Executive Director, SouthCoast Development Partnershipand Jennifer Menard, Assistant Director for Economic Development, SouthCoast Development Partnership.

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EXECUTIVE SUMMARY

In recognition of tourism's emerging role in the SouthCoast's economy, privateand public sector leaders from the area's communities have forged a partnership toencourage the area's residents, as well as visitors from outside the area, to visit tourist-related venues. This effort was organized by the SouthCoast Development Partnership(SCDP), which sponsored a SouthCoast Tourism Weekend from May 17-19, 2002.Nearly 50 businesses in New Bedford, Dartmouth, Fairhaven, Fall River, Swansea,Seekonk, Mattapoisett and Westport took part in this event by offering free admission ordiscounts to entertainment venues and area retailers.

The University of Massachusetts Dartmouth Center for Policy Analysisadministered patron intercept surveys at the following four venues during SouthCoastTourism Weekend:

- The New Bedford Whaling Museum- The New Bedford Visitor's Center- The Battleship Cove- The Buttonwood Park Zoo

The survey instrument measured patrons' spending patterns at participatingattractions as well as at off-site establishments, such as restaurants, retail stores, andlodging. The survey also asked patrons to rate the current attractions and whether theprogram is worth doing again in the future. The Center conducted an analysis of thesurvey results and measured the economic activity resulting from the program usingIMPLAN (IMpact Analysis for PLANing), an econometric modeling system. Programhighlights include:

• There were 8,123 visitations to Downtown New Bedford venues, the BattleshipCove, and Buttonwood Park Zoo during the SouthCoast Tourism Weekend,compared to 4,335 visitations during the same weekend for the previous year.Visitations nearly doubled over the previous year despite severely inclementweather on Saturday May 18th.

• The program was successful in meeting its objective of encouraging tourism by localand out-of-area residents. Nearly forty-six percent of patrons were either from out-of-state (31.5%) or from other parts of Massachusetts (13.8%), in comparison tonearly thirty-five percent (34.7%) of patrons during last year's Hometown TourismWeekend.

• Over ninety percent (91.6%) of patrons state that they would visit current attractionsagain in the future, and approximately seventy-one (71.3%) percent rate theattractions as excellent (26.9%) or very good (44.4%).

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• Nearly fifty-five percent (54.4%) reveal that their impression of the South Coast haschanged, and the overwhelming majority of respondents (94.7%) who report achange in their impression of the SouthCoast state that they have a much morefavorable impression (68.5%) or a somewhat more favorable impression (26.2%).

• The total economic impact of the SouthCoast Tourism Weekend, including indirectand induced impacts, generated $292,247 in total additional sales activity:

• $5,414 in Downtown New Bedford venues• $61,160 at Battleship Cove• $44,704 at Buttonwood Park Zoo, and• $180,969 at off-site establishments including restaurants, gas stations,

retail stores, lodging, and other purchases.

Center for Policy Analysis SouthCoast Tourism Weekend1

1.00 INTRODUCTION

The Commonwealth of Massachusetts has a number of exceptional touristattractions that contribute to a highly competitive tourism cluster, which includesamusement and recreation services, museums, eating and drinking places, hotels andother lodging places, general merchandise stores, apparel and accessory stores, andmiscellaneous retail. In the year 2000, Massachusetts ranked 19th among the 50 states fortourist visitations by attracting 24.8 million domestic travelers, which account for 2.4%of the U.S. domestic travel market. The typical tourist visits Massachusetts during thesummer months, travels by car, and stays an average of 2.3 nights. The MassachusettsOffice of Travel and Tourism (MOTT) estimates that domestic and internationaltravelers generate $13.3 billion in direct economic impacts in the state, which support147,300 jobs and account for nearly $3.7 billion in annual payroll earnings.

Tourism is still an emerging industry in the Southeastern region ofMassachusetts, particularly in the SouthCoast. MOTT estimates that for Bristol Countydomestic travelers generate about $281 million in direct expenditures, which support2,790 jobs and more than $63 million in annual payroll earnings.1 The SouthCoast aloneis home to some of the most renowned tourist attractions in Southeastern Massachusetts,such as the USS Massachusetts, the New Bedford Whaling Museum, the SchoonerErnestina, and the Lizzie Borden House, among many others. The tourism clusteraccounts for approximately 1,361 jobs in the SouthCoast Area or nearly half (48.8%) ofthe total employment in Bristol County’s tourism industry.2

The Bristol County Convention and Visitors Bureau’s (BCCVB) 1996 ConversionStudy found that New Bedford and Fall River are the most popular tourist destinationsin the SouthCoast.3 One-third (33.0%) of visitors responding to the Conversion Studystate that New Bedford is the most popular destination in Bristol County, while 28.0% ofvisitors report the same for Fall River. Local and out-of-state visits to the SouthCoasthave also increased substantially over the past few years due to New Bedford'sdesignation as a National Historic Park. Visitors to Southeastern Massachusetts (Bristoland Plymouth counties) report spending an average of $210 per trip.4

In recognition of the tourism industry’s emerging role in the SouthCoast’seconomy, private and public sector leaders from the area’s communities have forged apartnership to encourage the area’s residents, as well as visitors from outside the area, tovisit tourist-related venues. This effort was organized by the SouthCoast DevelopmentPartnership (SCDP), which sponsored a SouthCoast Tourist Weekend from May 17-19,

1http://www.massvacation.com/html/industry_news/research/MASTER

Massachusetts Travel Industry Report - 2002.pdf2 Center for Policy Analysis, “SouthCoast Economy Facing Some Changes,” Sunday

Standard-Times, February 10, 2002, p. B6.3 The Conversion Study is an annual mail survey of individuals who contact the agency to

request travel information about Southeastern Massachusetts and other area tourist destinations.4 http://www.mass-vacation.com/html/industry_news/research/domprof.pdf


2002.5 Nearly 50 businesses in New Bedford, Dartmouth, Fairhaven, Fall River,Swansea, Seekonk, Mattapoisett and Westport took part in the event. “Passports” toSouthCoast attractions were available at all participating attractions and on the SCDP'sweb page. The free attractions included the New Bedford Whaling Museum,Buttonwood Park Zoo, Rotch-Jones-Duff House & Garden Museum, Schooner Ernestina,A Frugal Woman's Museum, Long Plain Museum, and the Mattapoisett Museum andCarriage House (See Appendix A for a list of participating venues).

The May 17-19 event was a follow-up to the SCDP’s earlier Hometown TourismWeekend (October 11-14, 2001).6 The main goal of the SouthCoast Tourist Weekend wasto encourage tourism by both local and out-of-area residents by offering free admissionor discounts to the area’s major entertainment venues and local retailers. In comparisonthe earlier event, the SouthCoast Tourism Weekend had two other key objectives:

1) To attract more visitors from out of the Southcoast area compared tolast year’s Hometown Tourism Weekend (October 11th - 14th),

2) To promote a regional identity for the SouthCoast’s tourism industrythat would unite Fall River, New Bedford, and suburban attractionsinto a larger tourism package.

The SouthCoast Development Partnership supported these goals by advertisingthe SouthCoast Tourist Weekend in several newspapers and magazines inMassachusetts, Rhode Island, and Connecticut, and with radio spots in Massachusettsand Rhode Island. The weekend was advertised in The Standard-Times, Fall River HeraldNews, Cape Cod Times, Boston Globe, and New London Day, WBSM, WFHN, and WCTK(Rhode Island) (See Appendix B). “Be A SouthCoast Tourist” passports were alsodistributed by SCDP personnel at various sites throughout Massachusetts and RhodeIsland, including bus and train stations, libraries, town halls, hotels and motels in theSouthCoast, restaurants, and other establishments. Personnel at the New BedfordNational Park Visitor's Center also distributed passports to other national parks.

5 The purpose of the SouthCoast Development Partnership is to coordinate the

implementation of a regional marketing plan to promote tourism and economic development inthe SouthCoast region of Massachusetts, see, <www.southcoastdev.org>.

6 Shawna E. Sweeney and Clyde W. Barrow, Hometown Tourism Weekend, October 11 – 14,2001: Economic Impact Analysis (North Dartmouth, Massachusetts: Center for Policy Analysis, 2001).


2.00 PROGRAM EVALUATION METHODOLOGY

The University of Massachusetts Dartmouth Center for Policy Analysis wasretained to measure the economic impact of the SouthCoast Tourism Weekend. Theprogram’s economic impact was estimated with a survey instrument administered totourists on Saturday, May 18, 2002 from 10am to 4pm, and Sunday, May 19th from 10amto 4pm at the following venues:

• The Buttonwood Park Zoo (New Bedford)• The Whaling Museum (New Bedford)• The New Bedford Visitor’s Center (New Bedford)• USS Massachusetts (Fall River)

The survey asked tourists to provide information on their spending at theattraction and at surrounding establishments, such as restaurants, retail stores, andhotels. The survey also asked tourists to rate the current attractions, whether theywould visit them again in the future, and whether their impression of the SouthCoasthad changed in comparison to one year ago as a result of attending the SouthCoastTourism Weekend.

The total economic impacts of the SouthCoast Tourist Weekend were estimatedusing IMPLAN (IMpact Analysis for PLANing), which is an econometric modelingsystem developed by applied economists at the University of Minnesota and the U.S.Forest Service.7 The IMPLAN modeling system uses input-output analysis to constructquantitative models of trade flow relationships between businesses and betweenbusinesses and final consumers. The IMPLAN database provides data coverage for theentire United States by county and has the ability to incorporate user-supplied data ateach stage of the model building process to insure that the estimates of economicimpacts are both up-to-date and specific to an economic area.

Economic impacts measure the importance of an economic activity primarily interms of the employment, personal (labor) income, or additional output generated bythat activity. Economic impacts consist of direct impacts, indirect impacts, and inducedimpacts. Direct impacts are the economic activities that take place directly on-site, andare an immediate consequence of the SouthCoast Tourism program. Examples of directimpacts include retail sales and discounted admission to tourist-related events atparticipating venues. Indirect impacts derive primarily from off-site economic activitiesthat are attributable to the program. These economic activities occur mainly as a resultof non-payroll local expenditures by participating tourist venues. Local expendituresinclude a range of operating expenses such as commercial printing, communications,office supplies, and so forth. Induced impacts are the multiplier effects of the direct andindirect impacts created by successive rounds of spending by employees andproprietors. Total impacts are the sum of the direct, indirect, and induced impacts.

7 The IMPLAN modeling system has been in use since 1979 and is currently used by over

500 private consulting firms, university research centers, and government agencies.


Changes in economic activity due to the program are measured by comparingvisitation and sales activity from a baseline period of May 18 - 20, 2001 to survey andsales data from the SouthCoast Tourism Weekend (May 17-19, 2002).


3.00 SURVEY RESULTS

Center for Policy Analysis staff members administered patron intercept surveyson Saturday, May 18th from 10am to 4pm, and Sunday, May 19th from 10am to 4pm atparticipating venues in the cities of Fall River and New Bedford. A total of 276 patronscompleted intercept surveys at the four designated locations.

3.10 Type of Attraction

Most of the patron intercept surveys were administered at the BattleshipMassachusetts (35.5%), the Whaling Museum (31.9%), and Buttonwood Park Zoo(30.8%). A small percentage (1.8%) of the surveys were administered at the NewBedford Visitor’s Center (see Table 1).

Table 1

Name of AttractionName Number PercentUSS Massachusetts 98 35.5%Whaling Museum 88 31.9%Buttonwood Park Zoo 85 30.8%New Bedford Visitor's Center 5 1.8%

Total: 276 100.0%

3.20 Patron's Geographic Origin

Nearly fifty-five percent (54.7%) of patrons who completed surveys reside in theSouthCoast. Fewer than two percent (1.5%) of the patrons surveyed were from othertowns and cities in Southeastern Massachusetts (Bristol and Plymouth Counties). Asmaller percentage of patrons (1.1%) were from the Cape Cod and Islands region. Overone-tenth of the patrons (11.2%) were from areas of Massachusetts outside the Southeastregion.

Nearly one-third (31.5%) of the patrons were from out-of-state, including NewYork (5.4%), Rhode Island (3.6%), Connecticut (3.3%), New Hampshire (3.3%),Washington (1.4%), Pennsylvania (1.4%), Maine (1.1%), and Florida (1.1%). A smallerpercentage of visitors were from California (0.7%) and Colorado (0.7%), as well as from ahandful of southern and Mid-western states (See Appendix C).

Nearly forty-six percent of the patrons surveyed were either from out-of-state(31.5%) or from other parts of Massachusetts (13.8%). This compares to 34.7% of thepatrons who report being from out-of-area during the earlier HomeTown TourismWeekend (October 11th - 14th). Table 2 summarizes these findings.


Table 2

Patron's Geographic Origin

SouthCoast Tourist Hometown Tourism Weekend (2002) Weekend (2001)Name Number Percent Number PercentSouthCoast 151 54.7% 109 65.3%Rest of State 38 13.8% 22 13.2%Out-of-state 87 31.5% 36 21.5%

Total: 276 100.0% 167 100.0%

3.30 Which attractions have you attended or plan to attend?

Patrons were asked to identify attractions that they have attended or plan toattend from a list of area historical, cultural, and entertainment venues. The mostpopular tourist destinations are the Dartmouth Mall, the New Bedford WhalingMuseum, the USS Massachusetts, and the Buttonwood Park Zoo. Nearly twenty-ninepercent (28.6%) of patrons indicate that they have attended or plan to attend theDartmouth Mall, whereas almost one-quarter of patrons (24.3%) indicate the same forthe Whaling Museum. Approximately one-fifth (19.6%) of patrons indicate that theyhave attended or plan to attend the USS Massachusetts, whereas 18.8% indicate the samefor Buttonwood Park Zoo. Table 3 summarizes these findings for the ten most populartourist destination.

Table 3

Type of Attraction Attended or Planning to Attend?

Name Number PercentDartmouth Mall 79 28.6%New Bedford Whaling Museum 67 24.3%USS Massachusetts 54 19.6%Buttonwood Park Zoo 52 18.8%Seamen's Bethel 47 17.0%New Bedford Whaling National Historical Park 46 16.7%Zeiterion Theater 46 16.7%Fall River Marine Museum 40 14.5%New Bedford Art Museum 31 11.2%Rotch-Jones-Duff House 24 8.7%

One of the goal's of the SouthCoast Tourism Weekend is to promote a regionaltourism cluster, where residents from the area, as well as visitors from outside the area,are drawn to participating venues in both hubs of the SouthCoast - Fall River and NewBedford - instead of just visiting one of these cities. One way to measure regionalintegration of the tourism industry is to calculate the percentage of patrons surveyed atthe USS Massachusetts in Fall River who plan to attend participating venues in NewBedford, such as the Whaling Museum and Buttonwood Park Zoo, and vice versa.


Nearly one-third of the patrons surveyed at the New Bedford Whaling Museum (30.7%)and at the Buttonwood Park Zoo (30.6%) stated that they planned to visit BattleshipCove in Fall River. Approximately one-quarter (24.5%) of the patrons surveyed atBattleship Cove stated that they planned to attend at least one of the three major venuesin New Bedford: the Whaling Museum, the Whaling National Historical Park, orButtonwood Park Zoo. Approximately fifteen (15.3%) percent of the patrons surveyedat Battleship Cove stated that they planned to attend the Whaling Museum, 9.2%planned to visit the Whaling National Historical Park, and 16.3% planned to visitButtonwood Park Zoo (see Table 4).

Table 4

Patron Surveyed At Plan to Attend Regional Attractions Number Percent

The Whaling Museum

Buttonwood Park Zoo

Battleship Massachusetts

Battleship Massachusetts

27

26

30.7%

30.6%

Battleship Cove The Whaling MuseumWhaling National Historical Park

Buttonwood Park ZooAt least one of the 3 venues:

159

1624

15.3%9.2%

16.3%24.5%

3.40 Number in your party?

The average size of tourist parties for the SouthCoast Tourism Weekendwas 4.87. Over forty-two percent (42.1%) of patrons report that there werebetween two (20.5%) and three (21.6%) persons in their party. Approximatelyseventeen percent (17.5%) of patrons indicate that there were four persons intheir party. A nearly equal percentage (17.2%) indicated that there were greaterthan ten persons in their party (see Table 5).

Table 5

How many in your party?

Number of Persons Number PercentOne 19 7.1%Two 55 20.5%Three 58 21.6%Four 47 17.5%Five 16 6.0%Six 11 4.1%Seven to ten 16 6.0%Eleven to twenty 20 7.5%Twenty-one to fifty 20 7.5%Fifty-one to one hundred 6 2.2%


3.50 Did you spend any money at this Passport Attraction or atsurrounding establishments?

Almost half (47.6%) of patrons indicate that they spent money at selectedPassport attractions during SouthCoast Tourism Weekend, compared to almost three-fifths (59.2%) of patrons surveyed during the Hometown Tourism Weekend. A smallpercentage of patrons (3.3%) did not answer this question. The majority (51.6%) of theserespondents report spending between ten dollars and twenty-nine dollars. Slightly lessthan ten percent (9.4%) indicate spending less than ten dollars and more than one-tenth(11.3%) of patrons indicate spending one hundred dollars or more. More than one-quarter of patrons (27.7%) report spending between thirty and ninety dollars, with 8.5%of these patrons indicating that they spent fifty dollars (see Table 6).

Table 6

How much did you spend?

Amount Number PercentLess than ten dollars 11 9.4%Ten to twenty-nine dollars 60 51.6%Thirty to ninety-nine dollars 32 27.7%One hundred to two hundred dollars 10 8.7%More than two hundred dollars 3 2.6%

Total: 116 100.0%

Patrons were also asked if they spent money at surrounding establishmentsduring the SouthCoast Tourism Weekend, including gasoline stations, restaurants, retailstores, and lodging. Nearly half (48.4%) report spending money at one of theseestablishments. A small percentage of patrons (5.5%) did not answer this question.More than one-third of the patrons (37.7%) report that they spent money at an arearestaurant, more than a quarter (26.8%) spent money on gasoline purchases, over one-tenth (11.6%) spent money at a retail store, and approximately five percent (5.4%) spentmoney on lodging. A small percentage (5.1%) of respondents spent money at othervenues (see Table 7).

Table 7

Spend money at surrounding establishments?

Type of Establishment Number PercentRestaurant 104 37.7%Gasoline 74 26.8%Retail Store 32 11.6%Lodging 15 5.4%Other 14 5.1%


3.51 How much did you spend at a restaurant?

Patrons were asked their spending patterns at the surrounding establishments.The majority (54.8%) of patrons who report spending money at a restaurant spentbetween ten and twenty-nine dollars, whereas approximately one-third (33.7%) reportspending between thirty and ninety-nine dollars. Only a small percentage (4.8%) ofpatrons report spending less than ten dollars or report spending one-hundred to two-hundred dollars (6.7%) (see Table 8).

Table 8

How much did you spend at a restaurant?

Amount Number PercentLess than ten dollars 5 4.8%Ten to twenty-nine dollars 55 54.8%Thirty to ninety-nine dollars 35 33.7%One hundred to two hundred dollars 7 6.7%Greater than two hundred dollars 0 0.0%

Total: 104 100.0%

3.52 How much did you spend on gasoline purchases?

The overwhelming majority of patrons (89.2%) who report spending money ongasoline spent between ten and twenty-nine dollars with almost one-third of thesepatrons (32.4%) spending ten dollars and nearly thirty percent (29.7%) spending twentydollars. Equally small percentages of patrons report spending less than ten dollars(5.4%) or thirty dollars or more (5.4%) (see Table 9).

Table 9

How much did you spend on gasoline purchases?

Amount Number PercentLess than ten dollars 4 5.4%Ten to twenty-nine dollars 66 89.2%Thirty to one-hundred and fifty dollars 4 5.4%

Total: 74 100.0%

3.53 How much did you spend on retail purchases?

The majority of patrons (53.1%) who report spending money on retail purchasesspent between ten and twenty-nine dollars with more than one-third (34.4%) spendingbetween fifteen and twenty dollars. Thirty-eight percent of patrons (38.0%) reportspending between thirty and one-hundred dollars at a retail store, and a smallerpercentage (9.4%) report spending less than ten dollars (see Table 10).


Table 10

How much did you spend on retail purchases?

Amount Number PercentLess than ten dollars 3 9.4%Ten to twenty-nine dollars 17 53.1%Thirty to one-hundred dollars 12 38.0%

Total: 32 100.0%

3.54 How much did you spend on lodging?

The majority of patrons (53.3%) who report spending money on lodging (hotels,motels, inns, etc.) spent less than one hundred dollars. Twenty percent of patrons reportspending between one hundred and two hundred dollars, and more than one-quarter(26.7%) report spending more than two hundred dollars (see Table 11).

Table 11

How much did you spend on lodging?

Amount Number PercentLess than one hundred dollars 8 53.3%One hundred to two hundred dollars 3 20.0%Greater than two hundred dollars 4 26.7%

Total: 15 100.0%

3.55 How much did you spend on other purchases?

The majority of patrons (42.9%) who report spending money on other purchasesexcluding restaurant, retail or gasoline purchases, and lodging, spent between five andfourteen dollars. More than one-quarter (28.6%) of patrons report spending betweenfifteen and twenty dollars, whereas more than one-fifth (21.4%) spent two-hundreddollars or more. A small percentage (7.1%) of patrons spent less than five dollars (seeTable 12).

Table 12

How much did you spend on other purchases?Amount Number PercentLess than five dollars 1 7.1%Five to fourteen dollars 6 42.9%Fifteen to twenty dollars 4 28.6%Two hundred dollars or more 3 21.4%

Total: 14 100.0%


3.60 How did you learn about the SouthCoast Tourist Passport?

Patrons were asked whether they learned about the SouthCoast Tourist Passportthrough the radio, television, newspaper, school, workplace, a friend, or other. Themajority of respondents report hearing about the program through a friend (25.4%),through another source (19.2%), the newspaper (18.8%), school (13.4%), or the workplace(9.4%). Other sources of information include the Boy Scouts or Cub Scouts (4.1%), theVisitor's Center (1.5%), the Whaling Museum (1.5%), the National Park (0.8%), an arearestaurant (1.5%), a veteran's club (0.7%), New Bedford City Hall (0.4%), and a few othersources. During Hometown Tourism Weekend (October 11 - 14, 2001), a greaterpercentage of patrons reported learning about the program through the newspaper,school, workplace, a friend, or other (see Table 13).

Table 13

Source of information for Passport?

2002 2001Source Percent PercentFriend 25.4% 20.8%Other 19.2% 21.6%Newspaper 18.8% 27.8%School 13.4% 18.3%Workplace 9.4% 14.3%Radio 6.9% 5.9%Television 2.2% 3.0%

Results for this question varied by geographical location with more than one-quarter of SouthCoast residents (26.7%) reporting that they learned about the programthrough the newspaper, in comparison to only 5.9% of patrons originating from the restof the state and 10.2% from out-of-state. Similarly, a greater percentage of SouthCoastresidents (8.7%) report learning about the program through the radio, in comparison to2.3% of out-of-state residents who report the same.

Approximately one-third of patrons originating from the rest of the state (32.4%),one-quarter (25,0%) from out-of-state, and almost one-quarter (24.0%) from theSouthCoast report hearing about the program through a friend. Moreover, nearly fifteenpercent (14.7%) of patrons originating from the SouthCoast learned about the programat work, in comparison to less than five percent (4.5%) of patrons originating from out-of-state. Nearly one-quarter (22.0%) of patrons who originated from the SouthCoastreport learning about the program through school, whereas 2.9% of patrons originatingfrom the rest of the state and 3.4% of out-of-state residents report the same.

A greater percentage of out-of-state residents (30.7%) report hearing about theprogram through another source, in comparison to a smaller percentage of SouthCoastresidents and residents from outside the SouthCoast that report the same. SCDP


personnel noted that their web page generated numerous telephone and email inquiriesfrom out-of-state residents in the weeks leading up to the SouthCoast Tourism Weekend(see Table 14).

Table 14

Main Source of Information by Geographic Location

SouthCoast Rest of State Out-of-StateSource Number Percent Number Percent Number PercentFriend 36 24.0% 11 32.4% 22 25.0%Other 18 12.0% 6 17.6% 27 30.7%Newspaper 40 26.7% 2 5.9% 9 10.2%School 33 22.0% 1 2.9% 3 3.4%Workplace 22 14.7% 0 0.0% 4 4.5%Radio 13 8.7% 4 11.8% 2 2.3%Television 5 3.3% 1 2.9% 0 0.0%


4.00 MEASURES OF PROGRAM SUCCESS

4.10 Out-of-Area Visitations to SouthCoast Tourism Weekend

One of the program goals for this year’s SouthCoast Tourism Weekend was toentice more tourist visitations from out-of-area (rest-of-state and out-of-state) than lastyear's program. The program was successful in meeting its objective to encouragetourism by out-of-area residents, since nearly forty-six percent of patrons surveyed areeither from out-of-state (31.5%) or other parts of Massachusetts (13.8%), compared tonearly thirty-five (34.7%) percent that came from out-of-area in 2001. The majority ofout-of-state patrons are from the New England states of Maine, New Hampshire, RhodeIsland, and Connecticut. A smaller percentage of out-of-state patrons are from southern,mid-western, and western states such as Florida, Indiana, Nebraska, Colorado, andCalifornia (See Appendix C).

4.20 Do you think the program is worth doing again?

Patrons were asked several questions to determine the success of the SouthCoastTourism Weekend and whether it is worth doing again in the future. The majority ofrespondents (71.3%) rate the current attractions as excellent (26.9%) or very good(44.4%). The overwhelming majority of respondents (91.6%) report that the program isworth doing again and equal percentages (91.6%) state that they would visit theattractions again in the future. Slightly more than twenty percent (20.7%) rate the touristattractions as good and only 5.1% rate them as fair or poor (see Table 15, Table 16, andTable 17).

Table 15

Program worth redoing?

Response Number PercentYes 252 91.6%No 8 2.9%No Answer 15 5.5%

4.30 How would you rate the current attractions?

Table 16

Rate Current Attractions?

Rating Number PercentExcellent 74 26.9%Very Good 122 44.4%Good 57 20.7%Fair 11 4.0%Poor 3 1.1%No Answer 8 2.9%


4.40 Would you visit this attraction again in the future?

Table 17

Would you visit this attraction again?

Rating Number PercentYes 252 91.6%No 13 4.7%No Answer 10 3.6%

When broken down by geographic locale, the current attractions appear to bemore popular among out-of-state residents in comparison to patrons originating fromthe SouthCoast and the rest of the state. For instance, the majority of patrons from out-of-state rate the current attractions as very good to excellent (78.4%) while a somewhatlower percentage of patrons from the SouthCoast (68.5%) and the rest-of-state (64.7%)report the same. Patrons from the SouthCoast (7.7%) and rest-of-state (8.8%) were alsomore likely to rate the current attractions as either fair or poor.

The overwhelming majority of patrons from out-of-state (95.5%) and from theSouthCoast (93.3%) report that they would visit the attraction again in the future, incomparison to 73.5% of patrons from the rest-of-the state who report the same. Agreater percentage of these patrons also report that they would not visit this attractionagain in the future (8.8%) or provided no answer (17.6%) (see Table 18 and Table 19).

Table 18

Current AttractionsVery Good to Excellent

Number Percentage

SouthCoast 102 68.5%Rest-of-stateOut-of-state

2269

64.7%78.4%

Table 19

Would Visit AttractionAgain in Future

Number Percentage

SouthCoast 109 93.3%Rest-of-stateOut-of-state

2584

73.5%95.5%


4.50 Has your impression of the SouthCoast region changed comparedto one year ago?

Patrons were asked whether their impression of the SouthCoast has changedcompared to one year ago and, if yes, whether their impression is more positive or morenegative than previously. The majority of respondents (54.4%) report that theirimpression of the SouthCoast has changed, while nearly one-third (31.4%) report thattheir impression has not changed compared to one year ago. There were no significantdifferences in patrons’ responses to this question by geographic locale (see Table 20).

However, a fairly large percentage of patrons (14.2%) did not answer thisquestion, since many of those from out-of-state did not have a pre-existing impression ofthe SouthCoast. In fact, negative impressions of the SouthCoast are more prevalentamong residents from other parts of Massachusetts than among tourists coming fromout-of-state, who frequently arrive with no preconceptions or pre-existing negativeimages of the SouthCoast.

Table 20

Impression of SouthCoast region changed?

Rating Number PercentYes 149 54.4%No 86 31.4%No Answer 39 14.2%

The overwhelming majority of respondents (94.7%) who report a change in theirimpression of the SouthCoast state that they have a much more favorable impression(68.5%) or a somewhat more favorable impression (26.2%). Only a small percentage ofpatrons state that they have a somewhat more negative impression (3.4%) or much morenegative impression of the SouthCoast (0.7%). Some of the favorable open-endedcomments include:

• There is a lot more to see and more events and attractions to attend• Important improvements, upgrades, revitalizations have been done• The area is indeed getting a facelift!• The SouthCoast region looks great from an aesthetic standpoint• The people are friendlier than I thought


5.00 ECONOMIC IMPACT

Changes in economic activity due to the SouthCoast Tourism Weekend aremeasured by comparing visitation and sales activity of the baseline period (May 18 - 20,2001) to data from the SouthCoast Tourism Weekend. The total economic impact ofpatron spending at the four venues - the Whaling Museum, the Visitor's Center, USSMassachusetts, Buttonwood Park Zoo - was calculated using the total increase in salesactivity over normal sales activity that is directly attributable to the SouthCoast TouristWeekend. In other words, this is additional sales activity that would not have occurredin the absence of the program.

The economic impacts of the four venues were estimated by grouping themaccording to geographic location. The Whaling Museum and the Visitor's Center weregrouped together to form one cluster for Downtown New Bedford, and the USSMassachusetts forms a cluster for the Battleship Cove in Fall River. The economicimpacts of the Buttonwood Park Zoo are estimated separately since the zoo is situated inthe West End of New Bedford, and thus, forms a distinct geographical location.

The Center for Policy Analysis estimated the total economic impact of theHometown Tourist Weekend program using IMPLAN. An IMPLAN input-outputmodel was constructed for Bristol County. The model estimates final demand or outputin the form of increased total sales activity (impact analysis).

5.10 On-Site Sales Impact

The model estimates that the SouthCoast Tourism Weekend generated a total of$75,593 in direct sales for on-site establishments. The program generated a total of$13,395 in indirect sales impacts. Induced sales in the area were $21,750. The direct,indirect, and induced impacts are in current (2002) dollars and are based on earningsand income data specific to Bristol County.

• For Downtown New Bedford venues, the program generated $3,678 indirect sales activity, $678 in indirect sales activity, and $1,058 in inducedsales activity.

• For Battleship Cove, the program generated $41,547 in direct salesactivity, $7,659 in indirect sales activity, and $11,954 in induced salesactivity.

• For Buttonwood Park Zoo, the program generated $30,368 in direct salesactivity, $5,598 in indirect sales activity, and $8,738 in induced salesactivity.

5.20 Off-site Sales Impact

The SouthCoast Tourism Weekend generated another $121,106 in direct sales foroff-site establishments including restaurants, gasoline stations, and retail stores. Indirectsales impacts were $25,371. Induced sales in the area were $34,492.


5.30 Total Sales Impact

The IMPlan model estimates that the total on-site economic impact of theSouthCoast Tourism Weekend, including indirect and induced impacts, was $111,278 intotal additional sales activity. The program generated $180,969 in total additional salesfor off-site establishments, including indirect and induced impacts.

The total combined economic impact was $292,247 in additional salesattributable to the program (see Table 21).

Table 21

SouthCoast Tourist Weekend Sales ImpactsLocation Direct Indirect Induced Total

Downtown New Bedford $3,678 $678 $1,058 $5,414Battleship CoveButtonwood Park Zoo

Sub-total (on-site):Off-site Establishments

Total:

$41,547$30,368$75,593

$121,106

$196,699

$7,659$5,598

$13,935$25,371

$39,306

$11,954$8,738

$21,750$34,492

$56,242

$61,160$44,704

$111,278$180,969

$292,247

The IMPlan model also identifies the most significant indirect impacts of theSouthCoast Tourism Weekend as occurring in business services, maintenance and repairfacilities, communications, electric and wholesale, bakeries, and banking. The mostsignificant induced impacts of the program are in eating and drinking establishments, realestate, and medical services.


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6.00 CONCLUSION

The SouthCoast Tourism Weekend was successful in meeting its objective toencourage local and out-of-state tourism:

• There were 8,123 visitations to Downtown New Bedford venues, theBattleship Cove, and Buttonwood Park Zoo during the SouthCoastTourism Weekend, compared to 4,335 visitations during the sameweekend for the previous year. Visitations nearly doubled over theprevious year despite severely inclement weather on Saturday May 18th.

• Nearly one-third of patrons (31.5%) originated from out-of state, incomparison to nearly twenty-two (21.5%) percent of patrons during lastyear's Hometown Tourism Weekend.

• The overwhelming majority (91.7%) of patrons report that the program isworth doing again. There were no significant differences in patrons'responses to this question by geographic locale.

•••• Nearly ninety-two percent (91.6%) of the patron’s surveyed state thatthey would visit the attractions again in the future and more than seventy-one percent (71.3%) rate the current attractions as excellent (26.9%) orvery good (44.4%).

•••• The current tourist attractions are rated more highly by out-of-statevisitors, the majority of whom rate the current attractions as very good toexcellent (78.4%) in comparison to a smaller percentage of patrons fromthe SouthCoast (68.5%) and the rest-of-state (64.7%).

•••• More than half of respondents (54.4%) reveal that their impression of theSouthCoast has changed and nearly all responses indicate a more positiveview of the SouthCoast.

•••• The program generated significant sales activity at tourist venues in theSouthCoast, as well as at various retail, eating and drinking, and lodgingestablishments. The total economic impact for Downtown New Bedford,Battleship Cove, and Buttonwood Park Zoo was $111,278, while the totaleconomic impact on the area’s off-site establishments was $180,969.

• The total economic impact of the SouthCoast Tourism Weekend was$292,247.


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APPENDIX A

The following participating venues offered free attractions or discounted admissionduring the SouthCoast Tourism Weekend:

Abbey Grill. The dining room of the International Institute of Culinary Arts featurescreative American cuisine featuring outstanding seafood, creative salads and appetizers.This venue offered complimentary items with a meal purchase during SouthCoastTourism Weekend.

Acushnet River Valley Golf Course. Acushnet River Valley is an excellentchampionship golf course in outstanding condition. Patrons received a free golf cartwith the purchase of a regular green fee.

Adamsville Healing Arts and Therapeutic Massage Center. This venue providestherapeutic massages. Patrons received a five percent discount during SouthCoastTourism Weekend for prescheduled Sunday massage treatments.

A Frugal Woman's Museum, Hetty Green's. This museum houses the largest collectionof memorabilia of the richest woman in the world, Hetty Howland Robinson Green.Born in New Bedford in 1834, she inherited four whaling fortunes and at the time of herdeath in 1916 was worth $17.6 billion in today's dollars. Patrons enjoyed a free filmbiography of Hetty and her family during the weekend.

ArtWorks! At Dover Street. ArtWorks! is a nonprofit, contemporary art centerdedicated to increasing public access to exemplary Fine Art and craft. ArtWorks! houses3 galleries, 7 artist studios and 6 unique community resources including classes for kidsof all ages. Patrons enjoyed free admission to galleries and 10% discount off purchasesin the gift shop.

Bag Outlet (Tower Mill). The Bag Outlet offers a large selection of quality directimported handbags, backpacks and duffles at factory outlet savings. Patrons enjoyed aten percent discount off any single bag purchase.

The Bashful Mermaid Ltd. Along with an unusual gift selection, this participatingretailer boasts original floral designs and other unique gifts. Patrons received 15% offin-store purchases during SouthCoast Tourism Weekend.

Bittersweet Farm Restaurant & Tavern. This restaurant features a warm and cozyhistoric farm setting. Patrons enjoyed a ten percent discount off meal items duringcertain designated dates and times.

Black Whale at Elaine's. This specialty shop symbolizes the Whaling City of NewBedford. Patrons received a ten percent discount of store purchases.

Buttonwood Park Zoo. Patrons enjoyed free admission to the area's first truly modernzoo thanks to an ambitious $10.5 million renovation and reconstruction project. The zoo


features "Berkshires to the Sea" collection theme plus Asian elephants and ButtonwoodFarm.

Buzzards Bay Brewing. A custom-made, 50-barrel brewhouse that offers ales from theheart of the Southeastern Massachusetts farming community. Patrons received a twentypercent discount on all items not already discounted during SouthCoast TourismWeekend.

Carousel Family Fun Center. A family entertainment center that offers indoor rollerskating and an outdoor miniature golf course. Patrons enjoyed free '"two for one" passesat this venue.

The Cottage Garden. A unique store that delights with a blend of art and antiques.Offers a wide assortment of merchandise including art-glass, paintings, furniture,garden accessories, and more. Patrons received a fifteen percent discount on any in-stock merchandise.

Dartmouth Mall. Various mall retail stores and restaurants offered patrons a ten totwenty percent discount off purchases or specials on meals. Participating retailersincluded A&A Jewelers, Asia Garden, Claire's, J. Silver, Rave & Rave Girl, ThingsRemembered, Troi of New York, Weathervane, McDonald's, and Mastercuts.

Dartmouth National Resources Trust. This historic venue encompasses 285 acres ofwoodland. Patrons enjoyed a free guided, two-hour walk in Destruction Brook Woods.

Dorothy Cox's Chocolates & Ice Cream. A family-owned and operated business for 70years, Dorothy's has become a New England tradition offering unique family recipes.Patrons received a ten percent discount off any purchase.

Enchanted Treasures. This specialty shop carries vintage chic accessories andhandpainted cottage furniture for the home. Patrons received a fifteen percent discountoff of one item.

Essence Grille & Raw Bar. Located at the entrance of the New Bedford WhalingNational Historical Park, this upscale restaurant features fresh seafood, gourmet meatsand poultry, pasta and native raw bar items. Patrons received a free dessert with anypurchase.

Fall River Historical Society. This venue is housed in a magnificently restored 19thcentury mill owner's mansion built of native Fall River granite. It houses the world'slargest exhibit of material relating to the Lizzie Borden murder case and the largestcollection of Victorian decorative arts displayed in original period settings. Patronsenjoyed free admission to all that the Historical Society has to offer.

The Flag and Gift Store. The area's largest flag and gift store, as well as a huge selectionof Vera Bradley and Boyd's Bears. Patrons received a ten percent discount on certainpurchases.


Giorgio's The Steak House. A five-star steak house featuring mouthwatering steak andseafood. Riverview with full bar, 20 wines by the glass, and over 200 wines by thebottle. Patrons enjoyed fine dining and a ten percent discount on dinner.

Hampton Inn - New Bedford/Fairhaven. Located only five minutes from downtownNew Bedford. Patrons who stayed in guest rooms during the Friday and Saturday ofSouthCoast Tourism Weekend received ten percent off published rates, as well as a freebreakfast buffet.

Hampton Inn - Westport. Located in the heart of the South Coast, this inn offered tenpercent off published rates during the Friday and Saturday of SouthCoast TourismWeekend, as well as a free breakfast buffet.

Kyler's Catch Seafood Market. Features a wide variety of fresh and delicious seafood.Patrons received a ten percent discount on purchases up to $50 and a fifteen percentdiscount on purchases over $50.

LePage's Seafood & Grille. This venue, overlooking the Watuppa, offered patrons aspecial dinner package of buy one entree, get the second entree half price.

Lazer Gate. The Lazer Gate arena offered $1 off a game during the SouthCoast Tourismweekend.

The Little Theatre of Fall River, Inc. The Theatre has had 67 years of continualperformances with seven shows a year, three at the Bristol Community College campus.Patrons enjoyed reduced admission to the Sunday matinee performance of "Carousel".

Long Plain Museum. This museum features a charming collection of local memorabiliahoused in an 1875 four-room schoolhouse. Patrons enjoyed free admission and a freeraffle for a hand-carved history of Acushnet.

Marine Museum at Fall River. This maritime museum features many artifacts on thehistory of the Fall River Line and the New England Steamship Company. Patronsenjoyed discounted admission to various attractions including exhibits on the R.M.S.Titanic, Andrea Dorea, Morro Castle, H.M.S. Bounty, the Vineyard Lightship, andmagnificent models of WWII ships.

Mattapoisett Museum and Carriage House. The museum, housed in a beautifullyrestored Meeting House built in 1821, is dedicated to the preservation of significantartifacts from the Mattapoisett area. Patrons enjoyed free admission to all that thisvenue has to offer during SouthCoast Tourism Weekend.

The New Bedford Art Museum. Showcases the work of premier area artists andexplores the region's cultural and artistic heritage through a variety of changingexhibitions. Patrons enjoyed free admission to the Art Museum during SouthCoastTourism Weekend.

New Bedford Symphony Orchestra. Patrons received a 10% discount off tickets to theMay 18th season finale featuring Mozart: Overture to the Abduction from the Seraglio;


Modest Mussorgsky/Maurice Ravel: Pictures at an Exhibition; and Saint-Saens: OrganSymphony with soloist Ross Wood.

New Bedford Whaling Museum. The Whaling Museum is the most comprehensivemuseum in the world devoted to American whaling in the age of sail. Patrons receivedfree admission during SouthCoast Tourism Weekend.

New Bedford Whaling National Historical Park. One of the nation's newest NationalPark Service areas, the park preserves and interprets America's 19th-century whaling andmaritime heritage. Patrons enjoyed free walking tours of Historic New Bedford and afree showing of the park's official orientation movie, "The City That Lit the World".

OceAnna Restaurant. OceAnna features fine dining among the splendor of 100-footceilings, baroque chandeliers and palm trees in downtown New Bedford. Patronsenjoyed ten percent off dinner purchases.

Old Colony & Fall River Railroad Museum. This museum is housed in a formerrailroad car with memorabilia of the Old Colony and Fall River Railroad, among others.Visitors can view nostalgic railroad equipment that includes a rail switch, two smalltrains children can operate, a caboose, a self-propelled diesel coach, a mode steamengine and a boxcar containing a theater. Patrons enjoyed half-price admission to all themuseum has to offer.

Pilgrim United Church of Christ. Patrons enjoyed free admission to a variety of eventsscheduled for SouthCoast Tourism Weekend including free church tours and services, avirtual exhibit, and the Third Annual "Pilgrim's Progress" Readathon.

Rotch-Jones-Duff House & Garden Museum. Build in 1834 by a whaling merchant, theRotch-Jones-Duff House and Garden Museum is one of the finest surviving examples ofGreek Revival architecture. It chronicles 150 years of economic, social and domestic lifein New Bedford. Patrons enjoyed free admission to this venue.

Savvy Image Candles-N-Things. A candle and gift shop that features a wide variety ofmerchandise. Patrons received a ten percent discount off entire purchase excludingpromotional and sales items.

Schooner Ernestina. The base of operations for the "official vessel of the Commonwealthof Massachusetts", the museum exhibits the Ernestina's 105-year history. Patronsenjoyed free admission to two films shown during the SouthCoast Tourism Weekend:"Legacy - Shipbuilders, Fishermen and the Age of Gloucester Schooners" and "Currentsof Change," a 30-minute documentary on the Buzzards Bay Watershed.

Seekonk Speedway. This venue features NASCAR Stock car racing every Saturdaynight. Patrons received reduced admission during SouthCoast Tourism Weekend.

Simply Simon's. This restaurant specializes in seafood, pasta, and other area favorites.Patrons received a special dinner package of buy one entree, get the second entree halfprice.


T.S.I. Jewelry Co. This specialty shop features a great selection of fashion, sterling silver,bridal and Austrian crystal. Patrons received a twenty percent discount on any onestore item.

USS Massachusetts. This venue located at Battleship Cove in Fall River, Massachusetts,offers a wide range of military exhibits, historic naval ships, and other relatedmemorabilia. Patrons enjoyed thirty percent off admission to all that BattleshipMassachusetts has to offer including tours of historic naval ships.

VF Factory Outlet. A leading manufacturer's outlet featuring Lee, Wrangler, Jan Sport,and other name brands. Patrons received $20 off a purchase of $100 or more in the VFFactory outlet store as part of the SouthCoast Tourism Weekend.

Waterstreet Cafe. This cafe offers an eclectic menu of some of the favorite local fares anda great ambiance for dining. Patrons received a ten percent discount on lunch entrees.

Westport Rivers Vineyard and Winery. This venue is New England's largest vineyard,producing world-class wine. Voted "Editor's Pick" by Yankee magazine and "BestWinery" by Boston magazine. Patrons received a twenty percent discount on non-saleitems in the gift store.

White's of Westport. White's offers some of the freshest seafood and other favorites.Patrons received a ten percent discount on lunch items during Friday and Saturday.

Your Theatre. Local community theatre presenting live, high quality theatre in theSouthCoast. Patrons enjoyed reduced admission to a stage production of Broadway hitcomedy, "Sylvia."

Source: http://www.southcoastdev.org/SouthCoastTouristWeekendSCDP.htmVenue web pages

http://www.southcoastdev.org/SouthCoastTouristWeekendSCDP.htm


APPENDIX B

"Be A SouthCoast Tourist" Advertising Schedule/Budget

Print Publication Date Cost

Massachusetts Newspapers

Standard Times 5/05/02 Sun $393.75circulation: 52,000 5/09/02 Thur $201.30

15 inch ad 5/12/02 Sun $366.005/16/02 Thur $201.30

Total: $1,162.35

Herald News 05/05/2002 Sun $358.50circulation: 28,644 05/09/2002 Thur $274.50

15 inch ad 05/12/2002 Sun $358.5005/16/2002 Thur $274.50

Total: $1,266.00

Hathaway Publishing: 05/08/2002 Wed/Thur $457.50(Advocate, Chronicle, Spectator, Middleboro Gazette) 05/15/2002 Wed/Thur $457.50

circulation: 23,65015 inch ad

Total: $915.00

MPG Newspapers(Old Colony Memorial; Duxbury, Marshfield, 05/18/2002 Wed/Thur $701.25

Carver, Pembroke, Kingston,Halifax/Plympton Reporters,Wareham Courier, Sentinel)

circulation: 42,48515 inch ad

Total: $701.25

O Jornal 5/15/02 Wed $210.00circulation: 17,000

15 inch adTotal: $210.00

Cape Verdean News 5/10/02 Friday $126.75circulation: 5,000


South Coast Tribune 5/10/02 Fri $150.00circulation: 10,000


Cape Cod Times 5/12/2002 Sun $692.10circulation: 60,832 5/16/02 Thur $421.99

15 inch adTotal: $1,114.09


Salem Evening News 5/04/02 Sat $633.75circulation: 35,482 5/11/02 Sat $633.75


The Lowell Sun 5/12/02 Sun $495.00circulation: 55,317 5/16/02 Thur $495.00


Boston Globe & Worcester Telegram & Gazette 5/12/02 Sun $3,323.70BG circulation: 751,021 5/15/02 Wed $2,455.50

WTG circulation: 132,99215 inch ad

Total: $5,779.20

Rhode Island Newspapers

East Bay Newspapers: 5/15/02 Wed/Thur/Fri $466.95(Bristol Phoenix, Sakonnet Times,Barrington Times, Warren Times,

Westport Shorelines)circulation: 28,962


Providence Journal 5/12/02 Sun $1,401.60circulation: 237,786 5/16/02 Thur $791.25


Connecticut NewspapersNew London Day 5/12/02 Sun $591.15

circulation: 46,977 5/16/02 Thur $474.8015 inch ad

Total: $1,065.95

Total All Newspapers: $17,407.88

MagazineSouthCoast Insider May Issue $510.00

circulation: 20,000 printed 4/29/02 on newsstands1/3 page

Boston Magazine May Issue $5,810.001/3 page 4-color 4/30/02 on newsstands

Rhode Island Monthly May Issue $2,690.001/3 page 4-color 4/30/02 on newsstands

Total Magazine $9,010.00Massachusetts Radio

WBSM AM 5/13/02 - 5/19/02 $600.0010 spots per week

WFHN FM 5/13/02 - 5/19/02 $1,350.00


15 spots per week

WSAR AM 5/13/02 - 5/19/02 $400.0010 spots per week

Rhode IslandWCTK FM 5/13/02 - 5/19/02 $800.00

10 spots per week

WWLI FM 5/13/02 - 5/19/02 $2,200.0023 spots per week

Total Radio $5,350.00

Total Media Budget $31,767.88


APPENDIX C

Patron Origin

Geographic Area Number Percent

South Coast:

Acushnet/New Bedford 27 9.78%Dartmouth/South Dartmouth 20 7.25%

Fairhaven 12 4.35%Fall River 24 8.70%

Assonet/Freetown 5 1.81%Lakeville 1 0.36%

Mattapoisett 3 1.09%Marion 1 0.36%

New Bedford 48 17.39%Rochester 0 0.00%Somerset 0 0.00%Swansea 3 1.09%Wareham 4 1.45%Westport 3 1.09%

Sub-total: 151 54.71%Southeastern Massachusetts:

Berkley 1 0.36%East Taunton 1 0.36%

Middleboro 1 0.36%Seekonk 1 0.36%

Sub-total: 4 1.45%Cape Cod:

Onset 1 0.36%Osterville 1 0.36%

Cuttyhunk 1 0.36%

Sub-total 3 1.09%Rest of State:

Groton 1 0.36%Concord 1 0.36%Duxbury 2 0.72%

Southborough 1 0.36%Stow 1 0.36%

Wayland 1 0.36%Hingham 1 0.36%Mansfield 1 0.36%

Walpole 2 0.72%Boston 7 2.54%

Chelsea 1 0.36%Braintree 1 0.36%

Weymouth 1 0.36%


Randolph 5 1.81%Rockland 3 1.09%

Newton 1 0.36%Belmont 1 0.36%

Sub-total: 31 11.23%Out-of-State

Rhode Island 10 3.62%Connecticut 9 3.26%

Virginia 1 0.36%West Virginia 1 0.36%

New Hampshire 9 3.26%New York 15 5.43%

Florida 3 1.09%Pennsylvania 4 1.45%

Maine 3 1.09%Vermont 1 0.36%

New Jersey 9 3.26%Delaware 1 0.36%

Tennessee 1 0.36%Kentucky 1 0.36%Michigan 1 0.36%

Iowa 1 0.36%Minnesota 1 0.36%

Illinois 1 0.36%Nebraska 2 0.72%Arkansas 1 0.36%

Texas 1 0.36%Colorado 2 0.72%

Indiana 1 0.36%Nevada 1 0.36%

California 2 0.72%Oregon 1 0.36%

Washington 4 1.45%

Sub-total: 87 31.52%Total: 276 100.00%

SOUTHCOAST TOURIST WEEKEND · southcoast tourism weekend may 17 - 19, 2002 economic impact analysis...

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