MUMFEST = Community Development



East Front Street - Mumfest 2011

 




"Flash Mob" spontaneous dance - Mumfest 2011

 


Mumfest on Broad Street





In October 2002, to obtain data on what Mumfest's actual economic impact was on the local economy,  Swiss Bear hired a consultant with the International Festivals and Events Association (IFEA) to conduct an economic impact study (EIS) for Mumfest. IFEA is an association of worldwide festival and event professionals dedicated to the promotion and strengthening of the festival and events industry. The purpose of the EIS was to acquire information we could use to create more informed marketing on-going development of the festival.

Two of the goals of the study was top obtain a demographic profile of the festival-goer and the overall economic impact from all festival goers, vendors, and organizational spending to the festival.

Four hundred survey forms (based on the estimated number of visitors) were filled out by festival-goers via random selection by trained volunteers. A survey manager oversaw the project to ensure the process of completing surveys was done properly.

Based on the results of the survey, using the New Money Model, Visitors contributed $2,698,820, Vendor spending was $52,511, Local taxes $68,783. Vendor leak $237,651…total after leak $2,582,463. Using the 1.5 multiplier, the total economic impact of MUMFEST was $3,873,695.

Using the 1.5 multiplier the calculated direct overall economic impact was $3,873,695.                                    

Demographics:

·         The percentage of individuals who attended the festival in

            a group was 96%.

·          For those who came in a group, 31% indicated that they

            brought their children, 38% came with friends or relatives

            over 18, 13% came with children of friends, and 67% came

            with a spouse.

·          Among adults, largest age group attending the event was

            36-50.

·          60% of attendees were female, 40% were male.

·          The most common marital status among festival-goers was

            married.

·          The most common level of education among festival-goers

            was college grad. 

·          The most common level of household income among

            festival-goers was $50,001-$75,000.

·          The most common occupational category among festival- 

            goers was professional/tech.

·          60% of attendees were female, 40% were male.

·          In order, the 7 most common zip codes from highest to

            lowest were:  28562, 28560, 28532, 28570, 27858, 28504,

            and 28519.

·          The overall estimated attendance of the festival including

            repeat visits was 82,000.  The total estimated number of
       individual attendees to the festival, including those who
       visited multiple times, was 57,335.
          

Certainly, the number of attendees has grown and the demographics may have changed due to marketing to a much broader area since the survey/study was completed 10 years ago and the festival has expanded to take in a much larger area with many more venues. Even though outdated, the numbers do show promoting and hosting festivals and special events are major contributors to the City and County’s economic and community development. Built on our public private partnership with the City, mumfest has gained recognition for its ability to highlight our community assets and local culture. This benefits the local economy with the infusion of expenditures over the festival weekend as well enhancing downtown’s revitalization effort.

Tell us what you think.

Susan Moffat Thomas

Executive Director