Events boost tourism’s impact

Community events are an important part of any area’s tourism industry, and the Mat-Su Valley is certainly no different. From large-scale events like the Alaska State Fair to smaller community celebrations like Houston’s Founder’s Day, events are integral in attracting visitors to our area.

In a few short weeks, the Alaska State Fair will again take center stage and people from around Alaska — and the world, really — will flock to Palmer to see giant vegetables, get a thrill on carnival rides and indulge in some fair food. But what they also will do is provide a huge boost to the local economy, both in direct and indirect spending.

Take visitors from the Lower 48, for example. If they stay at a local hotel or bed and breakfast during their fair trip, they are contributing to not only the bottom line of those properties, but they also pay bed tax to the Mat-Su Borough. They’ll also spend money at local businesses, as well as at the fair, which contributes to sales tax revenues.

The fair is a prime example, but certainly not the only one. Winter events are very important, because they come at a time that isn’t identifiable as the “peak” tourism season for Alaska. Many people visit Alaska in March for the chance to be a part of the Iditarod experience, bringing with them their appetite for adventure, as well as their wallets. It gives local tourism businesses a big boost at the tail end of the slowest season.

Even small events such as summer races help attract visitors.

The Hatcher Pass Marathon is a great example. Runners from around Alaska converge in the community of Willow for the race, many of whom stayed locally and spent locally. You wouldn’t necessarily identify the marathon as a tourism-related event, but it did attract visitors who ultimately spent money in the community.

Marketing these events to visitors — to in-state residents and those from outside Alaska — is important because of the impact their visitation generates. The tax revenue gained from these visitors goes to help fund services for residents and infrastructure development.

In addition to the direct and indirect spending generated by successful events, they also contribute something else, which is hard to measure and quantify. They contribute to the fabric of the community — a source of pride that resonates long after the event ends.

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