January 2015
The Socioeconomic Impacts of the
Alaska State Fair, 2014
PREPARED BY
PREPARED FOR
Alaska State Fair
The Socioeconomic Impacts of the Alaska State Fair, 2014
Prepared for:
Alaska State Fair
Prepared by:
Juneau ď‚&#x; Anchorage
January 2015
Table of Contents
Executive Summary .................................................................................................................. 1 Employment............................................................................................................................. 1 Payroll ...................................................................................................................................... 1 Total Spending ......................................................................................................................... 1 Methodology ............................................................................................................................ 3 Alaska State Fair Profile ............................................................................................................ 4 History of the Alaska State Fair ................................................................................................. 4 ASF Employment ...................................................................................................................... 4 ASF Revenue and Expenses....................................................................................................... 5 ASF Facilities ............................................................................................................................. 5 Interim Events .......................................................................................................................... 7 ASF Vendor Impacts ................................................................................................................. 8 Fair Vendor and Organization Booths....................................................................................... 8 Vendor Survey Results .............................................................................................................. 9 Fairgoer Spending Impacts .................................................................................................... 13 Attendance and Ticket Sales ................................................................................................... 13 Fairgoer Characteristics .......................................................................................................... 14 Fairgoer Spending .................................................................................................................. 14 Total Economic Impacts of ASF .............................................................................................. 15 Employment and Payroll ........................................................................................................ 15 Spending ............................................................................................................................... 16 Total Multiplier Impacts ......................................................................................................... 16 Other Impacts of the Alaska State Fair .................................................................................. 18
Executive Summary Since its founding nearly 80 years ago, the Alaska State Fair (ASF) has grown to be Alaska’s largest social and cultural event. Regularly hosting 300,000 visitors over a 12-day span each fall, the Fair celebrates the contemporary while staying connected to its early beginnings. ASF contracted with McDowell Group, an Alaska-based research firm, to conduct an analysis of the socioeconomic impacts of its year-round operations and its main event that occurs each fall. A summary of this research is provided below.
Employment An estimated 2,362 direct jobs are associated with ASF and Fair vendor operations. The majority of positions occur only during the 12-day Fair. Specifically, direct Fair-related employment includes: •
292 positions are directly employed by ASF year-round, seasonally, or just during the Fair.
•
An additional 400 people are contracted during the Fair to provide essential services such as security, parking, and admission.
•
An estimated 1,670 people are employed to operate Fair vendor booths.
Jobs are also created in the support sector as a result of Fair-related spending. Total estimated Fair-related employment including all direct, indirect, and induced impacts is estimated at 2,600 jobs.
Payroll Payroll from ASF, fair vendors, and ASF contractors was an estimated $3.5 million in 2014. •
ASF payroll for a variety of full-time, part-time, seasonal, and fair-time employees totaled $1.6 million.
•
Fair vendors had an estimated payroll of $1.4 million for employees working during the Fair.
•
Fair contractors hired for parking, security, and admissions had an estimated payroll of $0.5 million.
As money spent in support of ASF-related operations flows through the economy an additional $3.6 million in payroll is generated. Total ASF-related payroll is estimated at $7.1 million.
Total Spending Sources of spending include expenditures on purchases of goods and services and payroll by ASF and fair vendors, as well as money spent by fairgoers at the fair (estimated at $55 per fairgoer). Unduplicated spending by these sources is an estimated $15.6 million.
The Socioeconomic Impacts of the Alaska State Fair, 2014
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•
ASF spending totaled approximately $8.2 million. Expenditures on events, payroll, and marketing were some of the most significant costs.
•
Fair vendor spending was an estimated $5.5 million. Inventory and payroll costs were the majority of these costs. Payments to ASF are not included in this total.
•
Fairgoers spent an estimated $1.9 million during 2014 outside the fairgrounds on food, lodging, gas, and other items.
When this spending circulates throughout the economy, an estimated $23.0 million in total economic impact (including payroll) occurs. This spending that would not take place in the absence of ASF.
Summary of Estimated ASF Impacts 2014 ASF ASF and Contracted Employees Total ASF Spending
692 $8.2 million
Fair Vendors Number of unique vendors*
416
Number of vendor employees
1,670
Number of vendor volunteers
2,000
Total Vendor Spending
$6.1 million
ASF Fairgoer Number of Fair visitors Average spending per person Total Fairgoer spending
293,827 $55 $14.2 million
Total Impacts of ASF (direct, indirect, and induced) Employment (predominantly jobs during the Fair only)
2,600
Payroll
$7.1 million
Total Unduplicated Spending (including payroll)
$23.0 million
*Some vendors had multiple booths/operations.
In addition to the economic impacts detailed above, brief case studies illustrate how the Fair benefits Alaska in other ways. For example: •
The Fair is the Blood Bank of Alaska’s most important blood drive.
•
Approximately 20 percent of fall applicants to the Anchorage Police Department originated from contact made at the Fair.
•
In 2014, The Gathering Place featured 54 dance performances, 36 story-telling sessions, 30 traditional artists, 23 concerts, and four World Eskimo Indian Olympic athletic demonstrations.
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Methodology To better understand how the Alaska State Fair (ASF) and associated year-round events affect the region’s economy and residents, McDowell Group was contracted to conduct a study of ASF’s socioeconomic impacts in 2014. This study provides an update of The Economic Impacts of the Alaska State Fair, 2005, also conducted by McDowell Group. Several sources of information were used for this analysis, including a survey of fair vendors. The purpose of the survey was to gather information from ASF booth vendors about their employment, spending, volunteerism, residency, and other issues affecting their economic impact during the Fair. A survey was sent to all 416 ASF vendors in September 2014. Respondents were given the option to complete the survey on paper or online from both desktop and mobile platforms. Three incentive prizes ($250, $500, or $1,000 2015 fair booth credit) were offered to boost response rates. A response rate of 57 percent was achieved with 238 completed surveys. Respondents closely resembled the proportionality of vendor types, as seen in the following table, suggesting a representative survey sample.
Vendor Survey Respondents and Sample, by Vendor Type % of Total Respondents
% of Total Vendors
Commercial
44%
42%
Gifts/novelties
16
19
Non-profit
11
12
Food
14
15
Crafts
8
6
Carnival rides
2
2
Games of skill and chance
5
4
Vendor Type
ASF provided attendance, revenue, expenditures, employment, wages, and other background information on the organization’s operations. Fairgoer survey research conducted for ASF by McDowell Group in 2006, 2010, and 2013 was also used in conjunction with 2014 attendance data to extrapolate and estimate (adjusting for inflation and attendance trends) fairgoer spending impacts in 2014. A representative from the City of Palmer was interviewed to gain an understanding of the impact of sales tax paid by ASF vendors. Information gathered from this interview was used when modeling the broader impact of the Fair. Finally, a series of brief case studies illustrating the importance and intangible impacts of ASF were developed based on executive interviews with a cross-section of ASF vendors. The following is a list of organizations interviewed: •
Anchorage Police Department
•
Blood Bank of Alaska
•
The Medallion Foundation
•
Select ASF artists and vendors
•
Alaska Division of Homeland Security and Emergency Management
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Alaska State Fair Profile History of the Alaska State Fair In 1935, 203 families from Minnesota, Michigan, Wisconsin, and Oklahoma moved to the Matanuska Valley. With funding from the federal government, the families settled in Palmer to build an agriculture-based community. In the summer of 1936, after building homes and clearing land, a fair was held. Admission was $1 for adults and free for children. The fair crowned a Fair Queen, showcased boxing matches, and hosted horse races. Agriculture was a central theme, with competitions ranging from giant cabbages to grain. Three years after its founding, the fair was attended by 1,600 visitors. The fair was shuttered during WWII, but hosted 160 exhibits upon reopening in 1947. The 1950s saw growth in attendance, the addition of carnival rides, and an air show. In 1956, a petition was sent to the Alaska Legislature seeking an official designation of the Alaska State Fair. However, the Tanana Valley Fair of Fairbanks had made a similar request. The solution to this problem was to have the Tanana Valley Fair of Fairbanks deemed the official State Fair in odd years and the Matanuska Valley Fair holding this title in even years. Today, they are simply known as the Tanana Valley State Fair and the Alaska State Fair. ASF celebrated its 25th anniversary in 1960 and was attended by presidential candidate John F. Kennedy and 30,000 other visitors. In 1967, with the purchase of 221 acres, the Fair moved to its current location. The 1970s saw both investment in modern infrastructure and a preservation of buildings which dates to colony days of Palmer; many are still used today. The Alaska State Fair Inc., which operates ASF, is a 501(c) 3, private, non-profit organization governed by a board of directors. No regular government funding is received by ASF.
ASF Employment ASF employs 292 workers, including 15 fulltime
and
six
part-time
permanent
employees, plus 55 seasonal and 216 fairtime employees. Employees fulfill a variety of roles including marketing, sponsorship, and event coordination for the fair, as well as maintenance of fairgrounds and facilities throughout the year. Total wages paid in 2014 were $1.6 million.
An aerial photo of the Fair. Source: ASF
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ASF Revenue and Expenses REVENUE ASF’s 2014 unrestricted income of $8,305,381 was generated from several sources: admissions into the Fair and events ($3,923,510), payments from vendors ($1,451,546), and Fair sponsors ($916,555). Another source of revenue for the Fair is rental of storage area for booths, R/Vs, vehicles, and boats. In 2014, the Fair earned about $130,000 through their winter storage program. The Farm Exhibit Hall, Flowers Exhibit Hall, and other facilities are used for these services from early October to the end of April. Additional income was generated from parking, facility rentals, beverage sales, souvenirs, the France Equestrian Center, and other sources. In addition to unrestricted income, the Fair often receives grants designated for special projects or programs.
EXPENSES ASF’s 2014 expenses totaled $8,154,176. The Fair’s biggest expenses were entertainment and events ($2,376,781), salaries ($1,596,489), marketing ($731,521), and provision of security, parking, and gate admission services ($519,276). Approximately $166,000 in sales taxes were paid to the City of Palmer by ASF. Additional expenses included insurance, interest, licenses, utilities, maintenance, office expenses, and other costs.
ASF Facilities There are a number of permanent facilities located on ASF fairgrounds that can be rented for events ranging from presentations or workshops for small groups to conventions or trade shows with thousands of attendees. Rental of these facilities generated $119,770 in revenue in 2014. Following is a brief description of these facilities.
FRANCE EQUESTRIAN CENTER
Raven Hall with holiday decor. Source: ASF
One of the best developed equestrian centers in Alaska, the Center is well-suited for competitions, clinics, educational programs, and public rental. The Center includes four large arenas, three stables housing 102 stalls, and concession stands. Bleachers, a VIP area, a lunging corral, a judge’s booth with two announcer positions and PA systems are also available. Riders interested in attending open-riding sessions are charged $10 per person per day. The Alaska State Fair was honored to receive the Maynard Smith Award at the Alaska State Horse Shows Banquet in 2014. The purpose of the award is to honor Alaskans who have contributed to the horse industry in Alaska and have worked to promote horses and horsemanship. The Socioeconomic Impacts of the Alaska State Fair, 2014
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RAVEN HALL The 20,000-square-foot Raven Hall, with a maximum capacity of 1,200 people, is one of the newest structures on the fairgrounds. With overhead doors, high ceilings, restrooms, kitchen area, and Wi-Fi, this building is well suited for large events. The Hall has been used for small conventions, trade/consumer shows, large meetings, graduations, and weddings. It offers a central location on the fairgrounds close to parking.
SHELDON EVENTS CENTER Events not needing the space of Raven Hall often fit well in the Sheldon Events Center. This 8,000-square-foot building, available during the summer, is ideal for small trade shows, clinics, assemblies of up to 400 people, and multiple events requiring close proximity. Amenities include on-site restrooms and an exterior area designed for barbeques or other outdoor activities.
HOSKINS EXHIBITS This 4,800-square-foot, multi-use facility is used for small banquets, auctions, hobby shows, demonstrations, and sewing and cooking classes. Available during the summer, the building offers a kitchen, stage, restrooms, and a large, open area surrounded by built-in displays.
COLONY THEATRE Completed in 1937, the Colony Theatre was originally a church used by the early colony. The building was moved to its current location in 1975, and later renovated. Today, it is available year-round as a multi-use facility featuring a 1,100-square-foot main area, small kitchen, and two handicapped accessible restrooms. Past uses include board meetings, workshops, weddings, and classes.
SOUTH PALMER STATION In 2004, the South Palmer Railroad Station opened adjacent to the fairgrounds. On select days during the Fair, trains deliver fairgoers to and from Anchorage. Over the past decade, the Fair Train has increased in popularity; between 2005 and 2014 ridership to the Fair increased from 523 to more than 3,000. Sponsored in part by Green Star (a non-profit organization that encourages businesses to practice waste reduction, energy conservation and pollution prevention), round-trip tickets cost $12 for adults and $8 for children. Featuring restrooms and covered areas, the station may become part of a future commuter system transporting workers between the Mat-Su Borough and Anchorage.
The Socioeconomic Impacts of the Alaska State Fair, 2014
Alaska Railroad’s Fair Train in the South Palmer Station. Source: ASF
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Interim Events While most may associate the fairgrounds with just the annual fair, events are held throughout the year. Excluding the Fair, 60 events on the fairgrounds were attended by more than 65,000 visitors in 2014. Events included gun and dog shows, the Wasilla prom, and various training programs. Some events such as the Girl Scouts Encampment or Interior Distance Education of Alaska Testing last multiple days while other events last just one evening.
Alaska State Fair Interim Events by Number of Participants, 2014 Event Scottish Highland Games
Participants 12,500
Transportation Fair
5,000
Lions Gun Show
3,600
Alaska Gun Collector’s Show
3,200
Alaska State Fair Holiday Bazaar
3,200
Bella's Kids
3,000
Color Fun Fest
3,000
Matanuska Valley Sportsman’s Gun Show
2,900
Alaska Gun Collector’s Association Spring Gun Show
2,800
Interior Distance Education of Alaska Student Testing
2,200
All other events
24,400
Total
65,800
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ASF Vendor Impacts ASF hosted approximately 500 booths/operations with 416 unique owners at the 2014 Fair representing a wide variety of non-profit and for-profit organizations. 1 To understand the economic impact of ASF vendors, a mail/internet survey was sent to all vendors that had rented a booth or space during the 2014 Fair. The survey asked for information on number of employees, employee residency, payroll, and spending. A total of 238 vendors completed the survey, representing 57 percent of all vendors. Results are detailed below.
Fair Vendor and Organization Booths There are seven categories of Fair vendors and booths: •
Commercial: Most vendors (173 vendors or 42 percent of all vendors) are commercial businesses selling goods and services ranging from greenhouses to satellite TV subscriptions.
•
Gift and Novelty: Gift and novelty booths have smaller goods available such as t-shirts, leather goods, and flags.
•
Food: Food vendors sell a wide range of food and beverage options.
•
Non-profits: Non-profit organizations, such as the American Red Cross, Iditarod Historic Trail Alliance, and political advocacy groups, operate booths, often through volunteer staffing.
•
Craft: Craft vendors sell a variety of art including pottery, rugs, and wood carvings.
•
“Games of skill and chance”: These booths are run by non-profits with licenses to raffle off an item to support their organization (such as rifles to support the Alaska Friends of the NRA, and quilts to support the Valley Quilters Guild).
•
Carnival Rides: This vendor type includes all children and adult carnival rides, as well as carnival games. They are also referred to as percentage vendors because they share revenue with ASF.
Alaska State Fair Vendors by Type, 2014 % of Total
Count
Commercial
42%
173
Gifts/novelties
19
79
Food
15
63
Non-profit
12
50
Crafts
6
26
Games of skill and chance
4
17
Carnival rides
2
8
Total
1
100%
416
Note: Some vendors had multiple booths/operations.
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Vendor Survey Results Employment •
An estimated 1,670 employees, including owners, worked at ASF vendors at the 2014 Fair.
•
A quarter of all vendor booths only had one paid employee. Most booths (65 percent) employed two to ten workers. Ten percent had more than 10 employees. On average, vendors employed 4.5 workers during the Fair.
•
Craft vendors were much more likely to be sole proprietors at 69 percent.
•
Food vendors hired an average of nine workers, the highest employer of all vendor types (except carnival rides).
An ASF vendor booth with employees. Source: ASF
Including yourself, how many paid employees worked for your company or organization at the 2014 Alaska State Fair? % of Total 1
25%
2
16
3-4
20
5 – 10
29
11 – 40
9
40+
1
Avg. number of employees
4.5 people
Residency of Vendor Owner/Operators •
Nine out of ten (91 percent) Fair vendors were Alaska residents. Thirty-seven percent were from Anchorage, 37 percent from the Mat-Su Borough, and 17 percent were from other areas in Alaska.
•
Nine percent were from outside Alaska.
•
ASF vendors represent 37 different communities in Alaska. (See table on next page)
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Residency of Vendor Respondents % of Total Anchorage
37%
Mat-Su Borough
37
Other Alaska
17
Outside Alaska
9
Employee Residency •
The majority of paid employees (55 percent) were Mat-Su residents; 37 percent live in other areas of Alaska, and 9 percent were from outside Alaska.
•
The average number of Mat-Su residents hired per vendor was 3.3.
Of your paid employees, how many are… % of Total Mat-Su Residents
55%
Other Alaska Residents
37
Outside Alaska Residents
9
Note: Columns may not total 100 percent due to rounding.
Volunteers •
About 2,000 volunteers worked at the 2014 Fair, with approximately 1,400 volunteering at non-profit booths.
•
Slightly more than half of vendors (54 percent) had no volunteers and 12 percent of vendors had over 100 volunteers.
•
The average number of volunteers for all booths was 4.9. However, for only booths that reported using volunteers, the average number rises to 10.7.
•
For booths reporting the use of volunteers, non-profit groups averaged approximately 26.5 volunteers while for-profit organizations averaged 4.0.
How many volunteers worked in your 2014 Alaska State Fair Booth? % of Total Zero
54%
1–4
27
5 – 10
7
Over 100
12
Avg. number of volunteers
4.9
Avg. number of volunteers (from booths with volunteers)
10.7
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Payroll •
One in four vendors (26 percent) had no employee payroll.
•
Average payroll was $4,100 per vendor; however, the majority of vendors (55 percent) paid $2,000 or less.
•
Food vendors reported the highest payroll, averaging $7,800 per booth.
Total Vendor 2014 Fair Payroll % of Total Zero
26%
$1 - $2,000
29
$2,001 - $5,000
24
$5,001 - $7,000
4
$7,001 - $10,000
10
$10,000+
7
Average Payroll Spending
$4,100
Operational Expenses SPENDING BY CATEGORY •
On average, total spending for all operational expenses, excluding payroll, was $11,300 by all vendors.
•
Food vendors had the highest average spending of more than $20,000. Commercial vendors spent an average of $9,900, while gift and novelty vendors spent an average of $6,300.
•
Inventory costs were 67 percent of total spending by vendors, followed by supplies (10 percent), and combined payments for transportation, lodging, and meals (10 percent). All other spending equaled 13 percent.
Total Vendor Spending Estimates Goods and Services for 2014 Fair Operations (excluding payroll) Cost of Goods Sold (inventory) Supplies
Spending
% of Total
$7,600
67%
1,100
10
Transportation and Travel Costs
700
6
Lodging and Meals
450
4
1,500
13
Other Spending Average total spending
$11,300
100%
Note: Columns may not total due to rounding.
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SPENDING BY LOCATION • •
Most spending by Fair vendors (88 percent) took place in Alaska. One-third of spending from vendors (32 percent) occurred in the Mat-Su Borough, 56 percent in the rest of Alaska, and 12 percent outside the state.
Vendor Spending Estimates by Location Avg. Spending
% of Total
Mat-Su
$3,600
32%
Rest of Alaska
$6,300
56
Out of State
$1,400
12
$11,300
100%
Total Avg. spending
Percent of Vendor’s Annual Revenue •
Sixteen percent of vendors rely exclusively on the Fair for their annual revenue.
•
Approximately one in four vendors (27 percent) generated the majority of their annual revenue from their booth at the 2014 Fair.
•
Most vendors (58 percent) generated 25 percent or less of their annual revenue from the Fair.
•
Of all vendor types, food vendors are most reliant on the Fair as a source of their annual revenue.
Percent of All Vendor Revenues Generated by 2014 Fair Only % of Total 1 – 25 percent
58%
26 – 50 percent
15
51 – 75 percent
6
76 – 99 percent
5
100 percent
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Fairgoer Spending Impacts Fairgoer spending includes expenditures with ASF, Fair vendors, and purchases of goods and services outside the Fair. McDowell Group ASF research conducted in 2006, 2010, and 2013 was used in conjunction with 2014 data to estimate attendance trends and fairgoer spending.
Attendance and Ticket Sales •
Fair attendance has been relatively stable over the last five years, ranging between 290,119 in 2010 to 307,894 in 2011. In 2014, total estimated attendance was 293,827, a 2 percent increase from 2013.
Total Estimated Fair Attendance, 2010 to 2014 Attendance
•
2010
290,119
2011
307,894
2012
305,721
2013
288,499
2014
293,827
The most popular day to visit the 2014 Fair was the final Saturday (43,930 fairgoers), while the lowest attendance was the first Monday (6,858 fairgoers). Day-to-day variance in admissions is considerable, and is often affected by weather, concert offerings, events, and day of the week.
Attendance by Day of Fair, 2014 43,930
43,785
37,279
24,141 18,062
24,621
21,268
20,792
27,047
14,904 11,139 6,858
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•
In 2014, the Fair generated $2,359,689 in admission sales. Admission to the Fair can be purchased online, at some stores in Anchorage and Mat-Su, or at the gate. Online sales have grown significantly over the last five years, increasing from 13,703 admission tickets in 2010 to 41,077 in 2014 (approximately 14 percent of all admissions).
•
A total of 29,214 fairgoers attended 12 concerts at the 2014 Fair which generated $1,128,234 in revenue.
Fairgoer Characteristics •
An estimated two-thirds (or 196,500 attendees) of 2014 attendees originated from outside Palmer or Wasilla.
•
The estimated average party size among fairgoers was 3.4 people.
•
Approximately one in ten visitors from outside the Palmer-Wasilla area overnight near the Fair, averaging a stay of 2.5 nights.
•
On average, visitors attended the Fair approximately 2.2 times during the 12-day Fair duration.
Fairgoer Spending •
Average spending is estimated at $55 per person based on previous survey research extrapolations.
•
Applying this average spending to all fairgoers, an estimated $15.9 million was spent at the 2014 Fair.
•
Over 70 percent of fairgoer spending went to fair events and purchases from ASF vendors.
•
Parking and admission spending totaled $2.7 million.
•
Expenditures outside the Fair totaled nearly $2 million, including spending on fuel, food and beverages, and overnight accommodation.
Estimated Fairgoer Spending, 2014 Amount Fair events and purchases from vendors
$11.3 million
Parking and admission
$2.7 million
Other expenditures outside the Fair
$1.9 million
Total Fairgoer spending Average per person spending
The Socioeconomic Impacts of the Alaska State Fair, 2014
$15.9 million $55.00
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Total Economic Impacts of ASF This chapter examines the employment, payroll, and total economic impact of ASF. From an economic perspective, the Fair is unique as the majority of employment and spending associated with ASF takes place over a short period of time (12 days). However, year-round activity at the fairgrounds affects both the local communities of Palmer and Wasilla, and broader Alaska region as spending circulates through the economy.
Employment and Payroll Just over 2,360 workers are directly employed at the Fair or by ASF. This total includes: •
292 workers directly employed by ASF year-round, seasonally, and during the Fair.
•
400 people contracted during the Fair to provide essential services such as security, parking, and admission.
•
Estimated 1,670 people employed to operate Fair vendor booths.
Estimated Direct Employment Associated with ASF Operations, 2014 Amount ASF Employees Full-time
15
Part-time
6
Seasonal
55
Fair-time
216
ASF Employees
292
Fair Employment All Vendor Types Fair Services Contractors Estimated Direct Employment
1,670 400 2,362
The 2,362 people directly employed at the Fair or by ASF earned an estimated total $3.5 million in annual payroll. This includes wages earned by year-round and seasonal ASF employees and wages earned by paid employees of vendors. Most of this payroll is earned during the days leading up to and including the 12-day Fair period.
Estimated Payroll Associated with ASF Operations and the Fair, 2014 Amount ($ Million) ASF Employees
$1.6
Fair Vendor and Contractor
$1.9
Estimated Direct Payroll
$3.5
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Spending ASF and related activities generate a large amount of spending that impacts the local and regional economies. ASF operates with an annual budget of approximately $8.2 million, including payroll and purchases of a wide variety of goods and services. Visitors to the Alaska State Fair spent an estimated $14.2 million in 2014, including spending on Fair admissions, parking, events, and with the many vendors selling food, drinks, and a wide variety of other items and activities during the Fair. This total also includes estimated spending outside the fairgrounds at gas stations, motels, restaurants, and elsewhere. Further, Fair vendors spent approximately $6.1 million in support of the operations, including payroll, cost of goods sold, lodging, meals for workers, etc. For purposes of economic impact analysis it is important to recognize that this spending is not additive. That is, much of ASF annual budget is funded through fairgoer admissions, parking fees, and payments from vendors. Similarly, most of the dollars spent by vendors are the same dollars fairgoers spend with vendors. Total unduplicated ASF-related spending is estimate at $15.6 million. This is the total amount of new dollars circulating in the economy as a result of ASF. It includes the wages described above, and purchases of goods and services with dozens (perhaps hundreds) of Alaska businesses that serve ASF and vendors.
Estimated Spending Associated with the Alaska State Fair and Related Operations, 2014 Direct Unduplicated Spending ($ Million) ASF Spending
$8.2
Fair Vendor Spending (excluding payments to ASF)
$5.5
Fairgoer Spending (Spending outside the fairgrounds)
$1.9
Estimated Total Spending
$15.6
Palmer Sales Tax Impact The City of Palmer generates revenue through a 3 percent sales tax. As of January 2015, ASF vendors paid approximately $133,000 for activities taking place during the 2014 Fair. 2 This figure likely will be adjusted once all payments have been received. In 2013, ASF vendors paid approximately $149,000 is sales tax to the City.
2
Per personal communications with Joe Hannan, City of Palmer, 1/20/2015.
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Total Multiplier Impacts As ASF, vendors, and fairgoers spend money in the local and regional economies, there are a range of indirect and induced economic impacts. Indirect impacts are those created when, for example, vendors purchase food from wholesalers, or otherwise purchase supplies needed to support booth operations. Induced impacts are those that occur when employees of ASF or of vendors spend their wages at local businesses. Together, indirect and induced impacts are termed “multiplier effects.” Based on economic impact modelling conducted for purposes of this study, it is estimated that the total unduplicated spending of $15.6 million has a total spending or “output” impact of $23.0 million. That is, as a result of ASF and related activity there is $23.0 million in spending and payroll that would not otherwise exist. This total includes an estimated $7.1 million in wages. Employment related to ASF is largely characterized as short-term and concentrated around the time of the Fair. Nevertheless, it does have employment effects in the support sector. In other words spending by ASF, vendors, and fairgoers creates income (wages) in the support sector that would not exist if not for the fair. While it is not possible to measure all of the jobs in the local and regional economies that in some way benefit from Fairrelated spending, modelling suggests that, beyond those directly employed in ASF activity, around 250 jobs in Alaska are positively impacted by spending of the ASF, fairgoers, and fair vendors.
Estimated Total Impacts of ASF, 2014 Direct
Total
2,362*
2,600*
Payroll
$3.5 Million
$7.1 million
Unduplicated Spending (including payroll)
$15.6 Million
$23.0 million
Employment (full-time, part-time and temporary)
*Composed primarily of jobs during the Fair.
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Other Impacts of the Alaska State Fair An examination of just the economic impacts of ASF does not tell the whole story of the important contribution of ASF to Alaskans. ASF influences Alaska culture, disaster preparedness, non-profits, and the arts, among other aspects of the nearly 80-year old event. A selection of these impacts are briefly detailed below.
The Gathering Place Continuing the tradition of representing Alaska culture, the 2014 Fair opened The Gathering Place, a three-acre plot dedicated to Alaska Native artists, athletics, vendors, and performers. Currently in its first phase of development, future expansion will be guided by the goals of sharing Alaska Native history, culture, arts, and entertainment; promoting economic self-sufficiency; and cultivating crosscultural interaction with fairgoers. During the early design process, an Alaska Native intern suggested that visitors should experience what it is like to spend time in a rural village. This vision has been adopted, and will be reflected in the design of future structures. The current site includes a performance stage, a covered eating pavilion, the Fish On! Camp Grill salmon bake, and the Alaska Native Arts Market with eight cabins housing traditional artists. Future development will see the addition of a permanent stage, a plaza with more vendor booths and
A dance performance at The Gathering Place. Source: ASF
demonstration areas, a multi-purpose building, restroom facilities, art installations, as well as landscaping and infrastructure updates, including water and sewer extensions. Long-term plans have The Gathering Place being used year-round for camping and other events. In 2014, The Gathering Place featured 54 dance performances, 36 story-telling sessions, 30 traditional artists, 23 concerts, four World Eskimo Indian Olympic athletic demonstrations, and one session of Raven’s Radio Hour, a public radio show highlighting Alaska Native culture, and established itself as an important avenue to impart Alaska Native arts and culture.
Disaster Preparedness The Fair has come to play a role in Alaska’s disaster preparedness. Offering a well-known, centrally-located site with permanent facilities that can be used during an emergency, the 2014 Alaska Shield drill was held on the fairgrounds. This drill took place on the 50th anniversary of the 1964 earthquake and simulated the outcome of a magnitude 9.2 earthquake.
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The Fairgrounds hosted the Alaska National Guard, Alaska Department of Health and Social Services, and other organizations which provided medical care to 74 “injured” individuals. Within 12 hours of the staged emergency, the temporary medical center was providing medical care. An emergency medical services professional stated, “The Fair is a great spot. It is close to the Palmer airport, there is lots of room for landing helicopters, areas for erecting temporary buildings, and everyone knows where it is.”
ALASKA DIVISION OF HOMELAND SECURITY AND EMERGENCY MANAGEMENT The Alaska Division of Homeland Security and Emergency Management (DHSEM) provides emergency services and supports recovery after disasters such as terrorism, floods, and earthquakes. A large part of their mission is encouraging preparedness for future disasters. A DHSEM representative said, “The Fair really is a place to highlight State of Alaska resources that are out there, and to once again remind people they need to be prepared for a disaster.” At the 2014 Fair, DHSEM and the Municipality of Anchorage hosted a trailer-mounted earthquake simulator that could mimic an earthquake up to a magnitude 6.2. More than 500 people sat through the 45-second ride and saw the affects an earthquake can have on items around the typical house. Many riders reported feeling the need to go home and secure water heaters, bookshelves, and other heavy items. The DHSEM attends many events throughout the year but the Fair offers not only the best way to reach the greatest number of people, but people from all over the state. The representative said, “We typically need to go to where people are to get our message out. The Fair is different—we just come out to Palmer and everyone comes to us.”
Non-Profit Organizations BLOOD BANK OF ALASKA The Blood Bank of Alaska (BBAK) facilitates donation of blood products and provides laboratory services to 21 Alaska Hospitals. Founded in 1962, the bank collected 682 units of blood in the first year of operation. 3 More than 50 years later BBAK collects approximately 20,000 units annually. A representative from BBAK reports, “The Fair is our most important blood drive of the year, and every year we see more people donating blood. This year was our best yet with 560 units of blood donated from 730 donors.” BBAK has had a booth at the Fair since 1997 and reports many fairgoers give blood every year. One way BBAK encourages donations is with a t-shirt given with a contribution. “Every year we have a different t-shirt made. Donors really like the tradition or coming out to donate and get the shirt,” the BBAK representative reports. In 2012, Chad Carpenter, an Alaskan cartoonist known for his series “Tundra,” worked with BBAK to make a tshirt that proved very popular with donors.
3
One unit of blood is equal to approximately one pint.
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MEDALLION FOUNDATION The Medallion Foundation was founded in 2001 in response to the deaths of 192 Alaskan commercial pilots in the previous decade. Dedicated to improve pilot safety and reduce insurance rates, the Medallion Foundation is uniquely Alaskan; no other program like it is found in the nation. The Foundation offers 16 flight simulators, one-on-one mentoring, and scenario based training to both private and commercial pilots. The Medallion Foundation brought one of the most advanced single pilot flight simulators available to the Fair in 2014. More than 250 people used the simulator at the Fair which put pilots in different flight scenarios to learn how to best deal with emergencies. When asked why the Medallion Foundation made an effort to be at the Fair, a representative said, “There really is no other event in Alaska where we can get in front of this many people. Being able to be seen by nearly 300,000 people helps us get our message of aviation safety to a wide audience.”
ANCHORAGE POLICE DEPARTMENT The Anchorage Police Department (APD) typically attends the Fair when actively recruiting for new police candidates. In 2014, APD attended the Fair with a staff of five and brought a Dodge Charger police car which proved to be a conversation starter with civilians. An APD representative said, “People would come up to look at the car and it gave us a chance to talk with folks. Most of the time people see us rushing around in an enforcement capacity. At the Fair we have the time to answer questions and connect with the community.” The APD said the Fair is a useful recruiting venue. “Nowhere else can we see so many people in just 12 days,” the APD representative said, adding “About 20 percent of applicants in the fall of 2014 came from contacts we made at the Fair.”
The Arts Many artists attend the Fair to sell and showcase their paintings, sculptures, pottery, carving, and other creations. During interviews with various artists, many spoke of the value that comes from being seen by so many people. One artist said, “The Fair provides a chance for our work to be seen by many people that likely would never make the effort to go to a traditional art gallery or smaller art-centered event.” Another indicated they are always surprised by who bought their art, “I really can’t predict who will buy my work. I often see someone who probably did not come to the Fair to buy art, but leaves with a $500 piece. And when you have so many people walking by, these types of sales add up.” One artist interviewed had been coming to the Fair for 19 years; another artist had been coming for 31 years. They both spoke of maintaining a presence people could rely on. One artist, a potter, said, “People know I am going to be here and plan accordingly. They actually will put off buying pieces during the winter in anticipation of the Fair.” Another long-time art vendor said she is now selling to a second generation: “Kids who grew up with my art in their house are now buying homes and starting their own collection.” Besides sales during the Fair, one artist said it drove purchases later on in the year: “People will see my work at the Fair, and later in the year contact me to have something commissioned. This all starts with someone seeing potential and then we work to make it into reality.”
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