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Shaw Festival Acts as Economic Engine

Business First - by James Fink

Tuesday, May 3, 2011
   
 The Shaw Festival, besides being a major tourism driver for Niagara-on-the-Lake, Ont., adds significant loonies to the cash drawers of that region’s restaurants, shops and hotels.

A study, commissioned as part of the Canadian federal government Marquee Tourism Events Program, found that Shaw Festival, last year, had a $106.6 million (Canadian) economic impact on the Ontario economy, including $75.4 million directly in Niagara-on-the-Lake and the Niagara region. Engima Research Corp. of Toronto produced the economic impact study.

The Shaw Festival, which is marking its 50th anniversary season, attracted more than 262,000 theatergoers in 2010. Of that, 88 percent were from outside Canada, or traveled more 50 miles to visit Niagara-on-the-Lake.

A nine-figure impact is absolutely massive compared to most events or attractions in Canada, said Michael Harker, Engima Research senior partner.

“The Shaw Festival is unique since the vast majority of attendees are from outside he region and more importantly, the event attracts the types of tourists who stay at upscale accommodations, enjoy shopping at boutiques and visit additional attractions in the area before returning home. These factors make the Shaw Festival an economic powerhouse for the region,” he said.

Beyond drawing in thousands of visitors, the festival helps create the equivalent of 1,107 local, full-time jobs through-out Niagara-on-the-Lake. It also has pool of 412 volunteers.

The study helps justify the Canadian federal support of the festival, officials said. The Shaw Festival receives $2.6 million through the Marquee Tourism Events Program.

The festival operates on a $27 million annual budget, mostly underwritten through tickets sales, sponsorships and fund raising efforts.

“This study confirms what the Niagara-on-the-Lake hospitality sector has always recognized,” said Sue Murray, Niagara’s Finest Inns president. “The Shaw Festival attracts an upscale consumer who wants to stay in the town and enjoy the diverse quality products that Niagara has to offer.”