We know tournaments, conventions and events that lure thousands of people to the Rockford region generate money for area businesses. But the age-old question batted about since the inception of the Rockford Area Convention & Visitors Bureau is how much?
Until now, the Visitors Bureau has used a perhaps overly simplistic – and perhaps overly conservative - formula to answer that question. It multiplies the estimated number of hotel room nights an event will generate by $180 and poof: That’s where you get the fancy sounding estimates of economic activity.
For instance, this week’s United States Specialty Sports Association World Series featuring women 17 and over playing for a national title at Sportscore One and other area diamonds is expected to attract an estimated 2,600 players, coaches and fans to the region and generate more than $500,000 in revenue for area businesses.
But even though the big Midwest National BMX event at the Searls Park BMX Track drew about 5,000 competitors, spectators and fans - twice as many as the softball tournament - it was expected to generate far less in economic activity at $280,000.
That’s because the vast majority of the folks who come in for the BMX tournament camp at the park and don’t spend their time in area hotel rooms. And the current formula doesn’t count anyone who isn’t expected to generate room nights at area hotels.
This week the Visitors Bureau is taking a software-based calculator from Pennsylvania-based Tourism Economics for a proverbial test drive. It takes into account multiple geographic, census tract, event type and myriad other factors that will not only make economic activity estimates more accurate, but could help the bureau determine which events deliver the best return on investment.
jkolkey@rrstar.com
815-987-1354
180 is light. You eat out at least twice a day. The hotel will usually have breakfast for you. A decent hotel is 110. If you stay more then 1 night you have to make a walmart run. We make atleast one stop at the mall. If you have traveled more then two and a half hours you have to fill up the rig with gas before returning home. Don’t even get me started with how much tolls run you.
A tourney that you stay 2 nights will cost about 600. This weekend is a local tourney for us and I’ll drop 70 a day with no hotel. Two weekend passes and one tourney t shirt will run you 100 bucks for this tourney alone. When we drive into chicago I’m spending 100 to 120 a day and still driving home at night.
Lots of cash comes into the area when you have these tourneys. This isn’t a hobby for poor people. These people come with pockets full of cash ready to spend.
A softball player will also spend more then a bmx racer because of the team effect. When we go out to eat it is with 11 other girls and about 30 parents, brothers, and sisters.
Joe,
Pretty insighful comments from someone who participates in tournaments. You are right the $180 is light. On the other hand, the CVB wants to be conservative and present an estimate that is believable to the community.
With the new software it may lead to a more accurate assessment of the tourism market.