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TABLE. OF CONTENTS

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EXECUTIVE SUMMARY visssssssssssesesesseseseseeesescacseessenensnenesenensnsacsensesensenssasnags 3
INTRODUCTION .cescescscscssscsescsesescscseessesessseseaeecnenenssssesesessenensnenenaasqesssesssenenes 5
FESTIVAL HISTORY ccssesscssssessssesscscsesescsesessseeeenenceseecassesenanensesenenenenanaseseasegs 6
TERMINOLOGY ..csccscecessesscsssscsesescesesssesescessseseseeseneneneeaesesecsesesseneeneneaenaneeesge® 8
PROJECT METHODOLOGY .....sssessssessseesneessesssessssnsnscnnecanecnnenncanecsscsnscessensnas 9

Study Limitations

Survey Methodology

FESTIVAL PARTICIPANT PROFILE.......::ccsscccsseeeseeeseceeeeresseecnseesessessaeernns 12
Total Festival Visits & Participants .......cccccseeceesessesenseseseeseneeeensneereees 12
Participant Origins .......cessesseesseeseeseersesseesesseeneenseeneenennenncenenscsneaseasensennenns 13
Visitor Profile........ccccccessessesceccescseesecsssessessesecseesesseeteeessesssessensessesseeseeseeaes

Visitor Satisfaction....c.ccccccccessssscssseescesecsssessseeseeseeeeeecneeeaeesseseusenaecnnennees

Participant Expenditures

CALCULATING THE ECONOMIC IMPACT .....cessseeseseeseseeseeseeseenesseesenenaeeenes 20
Direct Impact ..cc.cessesssesseseseesseeseeneseenssssnsseessenesneseeneenensencaseneessesensseeness 20
Indirect and Induced Impacts .......ccccseseseererereseseseenseeeeeseseneeetenenereneneees 25
Total Event Economic Impact......cccccscsseseeceecreenseeesessesesenessetenenseneneees 26

NON-IMMEDIATE AND NON-ECONOMIC IMPACTS ......sssssesssseseeseseneenenses 27
Promotion of Francophone History and Culture... 27
Increased Sense Of COMMUNIEY.......ccceseeeteeeneeteeseeeetseeeteeteeneenenensenrens 27
Keeping Local Expenditures in the Market ........::ssssssserereretereseeseeness 28
Increased Awareness and Positive Perception Of City .......sssseiseeeeeees 28
Increased Likelihood to Revisit & Impact of Word of Mouth............+ 28

BIBLIOGRAPHY .......ccccccsssecccenssseceeeeneceeaaeeesaaneessuanesesausecganesesaeneceeesseseeeeeseeee 29

APPENDIX: SURVEY QUESTIONNAIRE....sssssssessesessssesseesesseneneeneenenensseneaeeees 31

lanaime Maple Sugar Festival 2004.4 study of economic aud non-economic iinpacts on the Nanaimo area