Events are big business

Events held throughout our communities during the year bring thousands of people to the Mat-Su Valley who otherwise might not have visited, and they infuse our local economy with millions of dollars.

In the winter, this is particularly true as the traditional summer tourism season winds down. Winter tourism is “opportunity season,” and events play a big role in attracting visitors from around Alaska to the Valley. Events like Colony Christmas, the Iron Dog, Talkeetna Winterfest and the Willow Winter Carnival help bring visitors to the Mat-Su Valley all winter.

In the summer, the Alaska State Fair is obviously the largest event in the Mat-Su Valley, and its importance to the local economy can’t be understated. According to a presentation by Palmer City Manager Joe Hannan last week at the Greater Palmer Chamber of Commerce, the fair contributed more than $315,000 to Palmer’s economy in sales tax revenue in 2014. Those are resident — and visitor — expenditures that ultimately help fund local services year-round.

According to an economic impact report performed by the McDowell Group for the Alaska State Fair in 2014, the fair’s 12 days of fun has a huge impact locally. The fair generated $23 million in total economic impact in 2014, taking into account all fair-related activities, including vendors, contractors and fairgoers. That’s money that gets circulated throughout all our communities, not just Palmer.

Tourism businesses also see a boom because of the Alaska State Fair. Local hotels and bed and breakfasts often fill to capacity, generating not only income for the owners, but also bed tax revenue for the Mat-Su Borough and sales tax revenue for the cities. Those visitors are also buying goods and services outside of the fair’s fences as well.

It’s not just the fair, either. Many events — from Colony Days to local 5K races and even the parades — bring visitors who in turn fill up our bed and breakfasts, eat at our local restaurants, buy goods from local stores and much more.

The Mat-Su Convention and Visitors Bureau highlights these events in its marketing efforts, because they have such an important role in attracting visitors to our area. The fair plays prominently in our marketing to tour operators and national travel writers because it is unique and noteworthy — who else can boast a 130-pound cabbage? Recently, a blogger from the Vacations Made Easy website ranked the Alaska State Fair as one the top fairs in the country. Press coverage like that helps drive more visitors here.

Successful events not only attract visitors and dollars, they also raise the profiles of the host communities, continuing a cycle that generates even more visitors in the future. Marketing events isn’t just about the event itself, it’s also about the experiences people have while they are in our community.

Casey Ressler (casey@alaskavisit.com) is the marketing and communications manager at the Mat-Su CVB.