MAJOR EVENT ECONOMIC IMPACT REPORT

CITY OF ST. ALBERT MAJOR EVENT ECONOMIC IMPACT REPORT July 2014

TABLE OF CONTENTS EXECUTIVE SUMMARY 4 SPORTING EVENTS 10 Jeremy Richardson Memorial Baggataway Lacrosse Tournament... 11 John Reid Memorial AAA Hockey Tournament... 13 Turkey Ring Ringette Tournament... 15 ICTF World Cup Taekwondo... 16 U16A Provincial Ringette Championships... 17 Slush Cup... 17 COMMUNITY EVENTS 20 Women of Dignity Conference... 21 Rock n August... 22 St. Albert Farmers Market... 24 Make It... 27 Lifestyle Expo... 29 City of St. Albert Major Event Economic Impact Report July 2014 3

EXECUTIVE SUMMARY 4 City of St. Albert Major Event Economic Impact Report July 2014

The City of St. Albert conducted a study using the Canadian Sport Tourism Alliance (CSTA) Sport Tourism Economic Assessment Model (STEAM) to better understand the economic impact that key sporting and community events have on St. Albert, as well as regionally. All sporting events took place at Servus Credit Union Place and the community events were held at various locations throughout St. Albert. The data was collected via in-person surveys at each event. The table below outlines the economic impact generated by each event: Event JRM Baggataway Lacrosse Tournament JRMT AAA Hockey Tournament Impact on City of St. Albert Direct Impact Indirect Impact Induced Impact Impact Provincially Indirect Impact Induced Impact $101,195 $43,364 $51,038 $103,627 $62,869 $89,488 $40,562 $44,558 $79,218 $52,698 Turkey Ring Tournament $56,853 $26,464 $22,959 $43,421 $26,671 ICTF World Cup $32,065 $15,444 $13,027 $25,765 $15,067 U16A Provincial Ringette Tournament $36,495 $12,243 $16,154 $25,127 $18,345 Slush Cup $29,754 $12,093 $14,515 $29,042 $17,679 Women of Dignity Conference $6,624 $9,276 $5,141 $11,943 $6,501 Rock n August $338,898 $117,383 $156,725 $309,505 $189,823 Farmers Market $2,018,084 $1,441,957 $1,526,512 $2,645,501 $1,142,299 Make It Craft Fair $350,836 $189,026 $222,972 $617,720 $328,451 Sub-total: $3,060,292 $1,907,812 $2,073,601 $3,890,869 $1,860,403 TOTAL: $7,041,705 TOTAL: $5,751,272 City of St. Albert Major Event Economic Impact Report July 2014 5

Highlights of findings Accommodation For larger scale events that span multiple days, St. Albert is losing 58% of the total hotel room stays to Edmonton. Event organizers have indicated that this is largely due to room availability in the St. Albert hotels. Food and Beverage While the accommodation spending is higher in Edmonton, the spending on restaurant, grocery and shopping shows a tendency for event participants and spectators to spend locally while attending an event in St. Albert regardless of accommodation location. Events as an economic driver The study outlines the impact of various types of events which can be used as guide or tool during the decision making process on bidding for future events. The average event measured generated approximately $1.28 million in economic activity of which $700,000 took place in St. Albert. Event Types The tournament-based sporting events were largely youth participants with family members as spectators and support staff. The community events appeal to a much broader audience and some took place over a longer time period creating a much stronger economic impact. Some of the community events measured were direct spending events whose purpose is to attract vendors and therefore customers to purchase goods and services. In these studies the economic impact is measured in terms of sales during the event however the tourism-related spending is significantly less than the sporting events. Servus Place as an event venue In 2013, Servus Place hosted 33 major events varying from local to provincial and national in their scope. Based on the economic impact data collected from six sporting events measured, it can be estimated that events held at Servus Place annually generate approximately $6,367,900 of net impact within the province and $3,620,490 of that is exclusively in St. Albert. Overall the total economic activity stimulated by the sporting events is $12,741,212. 6 City of St. Albert Major Event Economic Impact Report July 2014

The surveys also revealed spending share percentages of attendees at the events between the St. Albert and Edmonton markets based on general categories such as: accommodation, restaurant, shopping, etc. These categories highlight where opportunities lie for St. Albert tourism. St. Albert came out ahead of the Edmonton market in terms of the overall average of spending; 69% to 31%. It was the accommodation category that contributed most to opportunities lost. This category, in almost all results, was significantly higher for Edmonton. Of the surveys that asked for direct spend comparisons (six total) in the accommodation category, an average of 58% of visitors stayed in Edmonton versus St. Albert. Aside from Rock n August and Women of Dignity Conference which had quantitative questions, the other community events were measured on a qualitative scale. Both visitors and vendors were interviewed. Visitors were questioned on origin, frequency, event satisfaction and spending habits. Vendors were questioned on satisfaction of participation, expected sales and how likely they are to return to the event. In all studies, except the Lifestyle Expo which is a purely qualitative survey, we have a complete understanding of all economic activity generated by each event. City of St. Albert Major Event Economic Impact Report July 2014 7

Since opening in 2006, Servus Credit Union Place has established itself as a community hub by providing state-of-the-art venues for a variety of events and promoting healthy living to the residents of St. Albert and surrounding communities. In 2013, 33 major events took place, drawing tens of thousands of participants and spectators to the recreation centre. These events created a significant economic impact in the City and brought the community as a whole together. In order to understand the impact of these events on the local and regional economy, the City enlisted the Canadian Sport Tourism Alliance (CTSA) to complete Economic Impact Assessments on major events held at the recreation centre as well at key community events. The CSTA is committed to marketing Canada as an international preferred sport tourism destination. It offers tools and resources to help Cities Build Business Through Sport, a concept that mirrors the values of Servus Place. The data for these assessments was collected via in-person surveys conducted at each event. From there the results were tabulated in the form of ten succinct assessments (see appendices for full assessments), and it is from that data that all analysis is derived in this report. The economic impact is measured in several different ways: Definitions: 1) Direct impact; Relates only to the impact on front-line businesses. These are businesses that directly receive monies as a result of visitor/participant spending at the events. 2) Indirect impact; The results from the production of goods and services for the front-line businesses and services at the events. 3) Induced impact; This is generated by the employees and other businesses, outside of the front-line, that benefited directly or indirectly as a result of the events. You will see a dollar value attached to each event representing the three definitions stated above. The Sport Tourism Economic Assessment Model (STEAM) has been used to measure events ranging in scale from the 2012 IIHF Junior Hockey Championships to trade shows and conferences. 8 City of St. Albert Major Event Economic Impact Report July 2014

A total of six sporting events and five lifestyle events are included in this analysis. This report is broken down into sporting events and community events. The events are as follows: SPORTING EVENTS Jeremy Richardson Memorial Baggataway Lacrosse Tournament John Reid Memorial AAA Hockey Tournament Turkey Ring Ringette Tournament ICTF World Cup Taekwondo U16A Provincial Ringette Championships Slush Cup Soccer Tournament COMMUNITY EVENTS Women of Dignity Conference Rock n August St. Albert Farmers Market Make It Craft Fair St. Albert and District Chamber of Commerce Lifestyle Expo City of St. Albert Major Event Economic Impact Report July 2014 9

SPORTING EVENTS 10 City of St. Albert Major Event Economic Impact Report July 2014

Jeremy Richardson Memorial Baggataway Lacrosse Tournament The Jeremy Richardson Memorial Baggataway Lacrosse Tournament (JRMBLT) was a three-day tournament held in June at Servus Place. As the highest attended of the sporting events measured, both in team participation and in spectators, it is no coincidence that this was the highest revenue generating tournament at Servus Place in 2013. Over the course of the three days, visitors had the opportunity to enjoy this exciting sporting event featuring 73 lacrosse teams. Of the 3641 spectators and participants, an estimated 55% were from outside the St. Albert and Edmonton region. This generated substantial economic activity for the City. The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets. Attendees 3641 Cost to Organizers $30,000 Spending Share in St. Albert 76% Spending Share in Edmonton 24% Direct Impact $101,195 Indirect Impact $146,991 Induced Impact $113,907 Total Impact $362,093 TOTAL ECONOMIC ACTIVITY $742,354 Accommodation TOTAL VISITOR SPENDING $46,230 $60,583 Restaurant $27,577 $73,550 Grocery Recreation & Entertainment Shopping Vehicle Expenses $10,952 $18,048 $7,402 $22,008 $19,647 $34,532 $50,742 $54,465 $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 St. Albert Edmonton City of St. Albert Major Event Economic Impact Report July 2014 11

It is interesting to find that in every category, aside from accommodation, St. Albert doubles and occasionally triples Edmonton values. The most revealing number is the shopping category. It could be assumed that with West Edmonton Mall being in relatively close proximity to St. Albert; it has the potential to draw more accommodation to Edmonton. However, the value shown in the shopping category suggests this is not the case. Extrapolating further into the accommodation category, the survey reveals that 346 room nights occurred in St. Albert, in comparison to 388 occurrences in Edmonton and of the 24% spending share allocated in Edmonton, 40% of that is in accommodation alone. Below is a breakdown on the difference between spending in each City based on location of accommodation. These numbers do not include same day visitor spending. VISITORS STAYING IN ST. ALBERT Accommodation $46,230 Restaurant Grocery Recreation & Entertainment Shopping $10,749 $13,148 $4,620 $8,789 $3,088 $11,727 $30,595 $33,376 Vehicle Expenses $23,808 $8,365 $0 $50,000 Accommodation St. Albert Total: $155,946 Edmonton Total: $38,549 Restaurant Grocery Recreation & Entertainment Shopping Vehicle Expenses VISITORS STAYING IN EDMONTON $24,215 $16,828 $9,112 $6,332 $6,207 $4,314 $14,795 $10,281 $16,235 $11,282 $60,583 $0 $80,000 St. Albert Total: $70,564 Edmonton Total: $109,619 SUMMARY In terms of tax dollars towards the City, this event supported $10,562 as well as supported 3 jobs and $135,900 in wages and salaries. The total sum of all economic activity generated by this event is $742,354 with $468,407 occurring in St. Albert. 12 City of St. Albert Major Event Economic Impact Report July 2014

John Reid Memorial AAA Hockey Tournament The 34th Annual John Reid Memorial AAA Hockey Tournament (JRMT) was held at Servus Place in January of 2013. The four-day tournament, hosted by the St. Albert Raiders Hockey Club, attracted bantam hockey players from across North America and one team from the Czech Republic resulting in over 500 players participating in the tournament. Estimated total spectators and participants is 940 with 82% coming from outside the St. Albert and Edmonton region. The graph below outlines the survey results on how visitor spending specific to the St. Albert market was distributed in general categories. Attendees 940 Cost to Organizers $51,000 Spending Share in St. Albert 60% Spending Share in Edmonton 40% Direct Impact $89,488 Indirect Impact $119,779 Induced Impact $97,256 Total Impact $306,523 TOTAL ECONOMIC ACTIVITY $615,626 TOTAL VISITOR SPENDING IN ST. ALBERT Accommodation $59,357 $4,016 Restaurant $58,019 $32,006 $21,998 $979 Grocery $18,938 $10,379 $7,580 Recreation & Entertainment $305 $8,124 $8,688 $17,117 $1,145 Shopping $10,364 $5,753 $17,262 $3,758 Vehicle Expenses $35,470 $21,323 $10,389 $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 Same Day St. Albert Accommodation Edmonton Accommodation City of St. Albert Major Event Economic Impact Report July 2014 13

Although St. Albert outnumbered Edmonton in amount of room nights rented, 397 to 383, Edmonton still took a large piece of the accommodation pool with an estimated $78,939 spent by visitors of the tournament. Like the JRMBLT, percentage of spending share was reflected in the location of accommodation depicted in the graphs below. SHARE OF SPENDING PER CITY BASED ON ACCOMMODATION LOCATION Same Day Visitors Overnight St. Albert Visitors Overnight Edmonton Visitors 24 38 62 76 54 46 % of Spend in St. Albert % of Spend in Edmonton SUMMARY This event supported $11,017 tax dollars for the City as well as supported 2.6 jobs and $122,600 in wages and salaries. The total sum of all economic activity generated by this event is $615,626 with $396,968 occurring in St. Albert. 14 City of St. Albert Major Event Economic Impact Report July 2014

Turkey Ring Ringette Tournament The 15th annual St. Albert Turkey Ring Tournament held in October of 2013 at Servus Place had an exceptional year in the tenure of this tournament. It hosted a record 78 ringette teams and for the first time, included AA teams across 3 of the 14 divisions. The fiveday tournament included 27 home teams and of the 3411 spectators and participants, 26% were from outside the St. Albert and Edmonton regions. On average visitors to the tournament spent 2.2 nights in either St. Albert or Edmonton. The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets. TOTAL VISITOR SPENDING Accommodation $20,337 $34,462 Restaurant Grocery $11,728 $9,089 $4,178 $25,863 Recreation & $994 Entertainment $453 Shopping Vehicle Expenses $7,423 $8,811 $14,726 $19,752 $0 $10,000 $20,000 $30,000 $40,000 St. Albert Total: $104,886 Edmonton Total: $52,930 Unlike JRMBLT and JRMT, this tournament yielded more visitors staying in St. Albert. This is likely due in part to the lower percentage of out-of-town participants and spectators. Attendees 3411 Cost to Organizers $30,000 Spending Share in St. Albert 80% Spending Share in Edmonton 20% Direct Impact $56,853 Indirect Impact $26,464 Induced Impact $22,959 Total Impact $106,276 TOTAL ECONOMIC ACTIVITY $337,709 SUMMARY This tournament supported 1.3 jobs and $62,000 of wages. It supported $6,024 tax dollar generation in the City. The total sum of all economic activity generated by this event is $337,709 with $225,634 occurring in St. Albert. City of St. Albert Major Event Economic Impact Report July 2014 15

ICTF World Cup The International Chang-Hon Taekwondo Federation of Canada held its 10 th annual World Cup Tournament for 2 days in October of 2013 at Servus Place. 680 athletes participated in obstacle courses, sparring and pattern competitions. The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets. TOTAL VISITOR SPENDING $17,299 Accommodation $10,510 Restaurant $13,369 $6,859 Grocery $1,210 $641 Recreation & $2,027 Entertainment $1,146 $1,794 Shopping $1,043 Vehicle Expenses $14,943 $6,859 $0 $5,000 $10,000 $15,000 $20,000 St. Albert Total: $50,642 Edmonton Total: $27,058 Of the 1,880 participants and spectators the vast majority were from the St. Albert and Edmonton regions, only 16% were out-of-town overnight visitors. The survey data supports this. Note the low expenditures on Grocery, Recreation & Entertainment and Shopping, while Vehicle Expenses (assuming fuel costs) are relatively high. In fact, they are the closest to Accommodation which is the highest spending category in the other surveyed events. Attendees 1,800 Cost to Organizers $27,000 Spending Share in St. Albert 79% Spending Share in Edmonton 21% Direct Impact $32,065 Indirect Impact $41,209 Induced Impact $28,094 Total Impact $101,368 TOTAL ECONOMIC ACTIVITY $193,722 SUMMARY This tournament supported 0.7 jobs and $34,800 of wages, and supported $3,118 tax dollars to the City. The total sum of all economic activity generated by this event is $193,722 with $131,252 occurring in St. Albert. 16 City of St. Albert Major Event Economic Impact Report July 2014

U16A Provincial Ringette Championships Attendees 332 Cost to Organizers $7,500 Slush Cup Attendees 1938 Cost to Organizers $15,000 Direct Impact $36,495 Indirect Impact $37,370 Induced Impact $34,499 Total Impact $108,364 TOTAL ECONOMIC ACTIVITY $215,165 Direct Impact $29,754 Indirect Impact $41,135 Induced Impact $32,194 Total Impact $103,083 TOTAL ECONOMIC ACTIVITY $212,008 On the weekend of March 1 st to 3 rd Servus Place hosted two major sporting events: U16A Provincial Ringette Championships and the Slush Cup Soccer Tournament. The Ringette event was hosted exclusively at Servus Place, while the Soccer tournament was at a number of different venues across the Edmonton region. Hosting both of these events made for a very busy weekend in St. Albert attracting a total of 2,270 spectators and participants to Servus Place. City of St. Albert Major Event Economic Impact Report July 2014 17

The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets, on a per person basis. Accommodation Restaurant Grocery Recreation & Entertainment Shopping Vehicle Expenses $0 RINGETTE VISITOR SPENDING PER PERSON $11.85 $5.51 $11.76 $18.19 $25.31 $33.23 $39.12 $72.90 $71.49 $28.18 $13.10 $20 $40 $60 $80 $100 St. Albert Total: $275.39 Edmonton Total: $154.71 $99.45 Of the 212 out-of-town participants and spectators, 120 room nights were spent in St. Albert, averaging a 2.5 night stay. However, 42% of visitors opted to stay in Edmonton. 18 City of St. Albert Major Event Economic Impact Report July 2014

Visitor spending for the Slush Cup was significantly lower than most events held in St. Albert. This is due to the various locations the tournament was held. 8% of out-of-town participants and spectators stayed in St. Albert as Servus Place was the only local venue during the two-day tournament. Below is a graph that depicts visitor spending in St. Albert based on visitor origin. SLUSH CUP VISITOR SPENDING IN ST. ALBERT BASED ON ORIGIN Accommodation $9,159 Restaurant $30,209 Grocery $11,571 Recreation & Entertainment $3,840 Shopping $13,212 Vehicle Expenses $15,470 $0 $5,225 $4,149 $3,310 $2,782 $3,934 $8,235 $3,595 $775 $2,217$488 $5,205 $3,826 $7,088 $9,545 $2,813 $7,484 $12,429 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 Edmonton Regional Alberta Out of Province The survey results do not include those people who originated in St. Albert. Thus we can assume that all of these numbers, aside from accommodation, are actually higher then what has been reported. It should also be noted that although this event cost organizers $15,000, 30% of that cost was exclusive to hosting in St. Albert, the remaining 70% was spread throughout the other Edmonton venues. SUMMARY Combined, these two events supported 1.9 jobs and $83,500 of wages, as well as supporting $7,479 tax dollar generation. The total sum of all economic activity generated by the events was $211,448 with $101,500 occurring in St. Albert. City of St. Albert Major Event Economic Impact Report July 2014 19

COMMUNITY EVENTS 20 City of St. Albert Major Event Economic Impact Report July 2014

Women of Dignity Conference Catholic Family Ministries hosted a one-day Women s conference featuring key-note speaker Colleen Carroll Campbell in April of 2013 at Servus Place. This event attracted over 500 women from across Alberta, 67% of whom were not from the St. Albert or Edmonton region. Since this conference was only one day, 86% of out-of-town visitors opted to make a day-trip and did not spend the night in either St. Albert or Edmonton. In total, 90 room nights were booked at hotels with 66 of them located in St. Albert. Also, it is important to note that lunch was provided during the conference, which lowered spending significantly on all local and day-trip participants. The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets. Attendees 500 Cost to Organizers $17,000 Spending Share in St. Albert 63% Spending Share in Edmonton 27% Direct Impact $6,624 Indirect Impact $21,219 Induced Impact $11,642 Total Impact $39,485 TOTAL ECONOMIC ACTIVITY $76,748 Accommodation Restaurant Grocery Recreation & Entertainment Shopping Vehicle Expenses $0 TOTAL VISITOR SPENDING $5,199 $2,967 $2,354 $1,375 $996 $618 $452 $288 $4,123 $2,486 $2,760 $1,673 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 St. Albert Total: $15,885 Edmonton Total: $9,406 SUMMARY This conference supported 0.3 jobs and $13,800 of wages, and supported $1,173 tax dollar generation to the City. The total sum of all economic activity generated by the conference was $76,748 with $51,241 occurring in St. Albert. City of St. Albert Major Event Economic Impact Report July 2014 21

Rock n August The 17th Edition of the Classic Car Festival was hosted in various locations across St. Albert over the course of five days. This event attracted record breaking crowds to daily activities such as the Friday Night Cruise from Apex Casino to St. Albert Place; Show-and-Shine, 780 cars registered; and the sold out concert featuring April Wine and Trooper. It is estimated that the total attendance reached 40,000 bringing a substantial amount of economic activity to the City. In addition, Rock n August fundraised for the Alberta Diabetes Foundation during the course of the festival and over $100,000 was raised to support this charity. It is estimated that the average guest would attend 4.3 events, this is applied to the 40,000 in attendance there were 9,825 unique individuals. Of that number 29% were from outside the St. Albert and Edmonton regions. The graph below outlines the survey results on how visitor spending was distributed in general categories differentiating between the St. Albert and Edmonton markets. Attendees 40,000 Cost to Organizers $85,000 Spending Share in St. Albert 53% Spending Share in Edmonton 47% Direct Impact $338,898 Indirect Impact $426,888 Induced Impact $346,548 Total Impact $1,112,334 TOTAL ECONOMIC ACTIVITY $2,244,614 Accommodation Restaurant Grocery Recreation & Entertainment Shopping Vehicle Expenses TOTAL VISITOR SPENDING $138,021 $118,323 $104,206 $106,816 $77,016 $132,725 $127,969 $110,918 $139,544 $93,675 $208,464 $237,336 $0 $50,000 $100,000 $150,000 $200,000 $250,000 St. Albert Total: $839,137 Edmonton Total: $755,876 22 City of St. Albert Major Event Economic Impact Report July 2014

VISITOR SPENDING BY CITY BASED ON ACCOMMODATION Accommodation Restaurant Grocery Recreation & Entertainment $41.72 $29.52 $50.76 $49.21 $71.74 $84.63 $103.96 $178.77 Shopping Vehicle Expenses $44.27 $76.13 $35.25 $60.62 $0 $50 $100 $150 $200 St. Albert Edmonton The majority of overnight visitors stayed in Edmonton, it is interesting to note that those people coming from farther than 200km away were much more likely to seek accommodation in Edmonton versus more regional attendees whose preference was to stay in St. Albert. The survey data also reveals which events ranked highest in attendance. The two events on Friday, the car show and street dance, were attended by 86% of all participants, followed by Saturday's Show & Shine at 67% and Thursday s Servus Place Drive-In at 49%. Overall, the economic impact of this five-day event is quite substantial not only for St. Albert, but also for the province of Alberta. SUMMARY It is estimated that in St. Albert 9.2 jobs and $423,000 in wages were supported by this event as well as supporting $32,396 of tax revenue specific to St. Albert. The total sum of all economic activity generated by the festival was $2.24 million dollars with $1.4 million occurring in St. Albert. City of St. Albert Major Event Economic Impact Report July 2014 23

St. Albert Farmers Market As the largest outdoor market in Western Canada, it is no surprise that this event generates major crowds to St. Albert throughout the months of June to October. 15,000 20,000 visitors attend the market every Saturday to visit over 250 vendors. We already know this generates significant economic activity for St. Albert, therefore, the purpose of collecting this survey data is to better understand where visitors come from, how frequent they attend, how they rank vendor variety, and spending habits in St. Albert. Similarly from the vendor s perspective, it is important to understand overall satisfaction of participation, expected sales, and what motivates return vendors. 24 City of St. Albert Major Event Economic Impact Report July 2014

Visitor Survey Results In total, 44% of the visitors to the Farmers Market were from St. Albert. This indicates not only the direct economic impact of the event but also the tourism impact with a further 47% originating from the region (under 200km) and the remainder from outside the region. The data shows that geography plays an important factor in answers received. People originating from St. Albert were the highest in attendance and frequency with 51% indicating they come at least 2 times a month with 30% at least once a month. It is interesting to see that visitors from Edmonton and regionally (under 200km) have higher percentages of 1-2 visits per month compared to St. Albert locals at 31% and 35% respectively. When asked how people heard of the Farmers Market, overwhelmingly 77% of people replied with Word of Mouth or Just Knew. This confirms how well-known this market is, and speaks to the volume of people and dollars generated at this event. Satisfaction levels, no matter the geographic origin was very satisfied across all respondents. 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Fresh Local Fruits & Vegetables VISITOR IMPORTANCE RANKING ON VARIETY OF VENDORS Entertainment or Experience Baked Goods Local Meats Craft Products Art Plants St. Albert Edmonton Regional Alberta Out of Province 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 To the right is a graph that depicts visitor spending in St. Albert outside of monies spent at the market. 19 14 18 VISITOR SPENDING IN ST. ALBERT 1 28 20 Restaurants $651.90 Grocery/ Other Food & Beverage $463.50 Recreation & Entertainment $419.60 Shopping $447.60 Car Expenses $334.60 Taxi/Transit $4.30 City of St. Albert Major Event Economic Impact Report July 2014 25

Vendor Survey Results Of the vendors surveyed, 54% have been participating in the market for 2 years or less, while 16% indicated they had been there for over 5 years. An interesting connection can be seen in the data regarding satisfaction. The further away the vendor geographically originates from, directly affects the satisfaction ranking given on volume of people at booth. To juxtapose this, when asked about the physical facility satisfaction the regional and long distance vendors ranked it lower compared to the local St. Albert and Edmonton vendors. 80 70 EXPECTED SALES BASED ON ORIGIN OF VENDOR 74 75 60 50 40 57 50 50 30 20 10 0 29 26 22 14 3 0 0 St. Albert Edmonton Regional Long Distance Under $1,000 $1,000 - $3,000 $3,000 - $5,000 SUMMARY The Farmers Market supports 73 jobs and $3.6 million of wages in St. Albert, and supports $52,000 of tax dollar generation to the City. The total sum of all economic activity generated by the 2013 Farmers Market was an estimated $14.6 million dollars with $10.86 million occurring in St. Albert. 26 City of St. Albert Major Event Economic Impact Report July 2014

Make It Make It Craft Fair, is not your average craft show. The Make It organizers pride themselves in creating a modern atmosphere for Fair goers. Their goal is to create positive opportunities for artists, crafters and designers while connecting entrepreneurs to savvy consumers. Over the four-day Fair, Make It attracted 13,000 visitors and hosted 199 vendors. Visitor Survey Results Of the visitors, an estimated 89% came from St. Albert and Edmonton, leaving 1,220 out-of-town individuals. When asked how they learned of this event 59% said word of mouth or just knew, and 46% was from conventional advertising. Visitors were also asked to rate their overall experience and an overwhelming 97% ranked it as excellent or good. All of this positive feedback culminated in 98% of visitors stating they would recommend this event to their friends and family. Exhibitor Survey Results Although Make It was hosted in St. Albert, the large majority of the vendors came from outside of the City. Edmonton leads the group with 48% of the vendors, followed by out-of-province vendors at 23%. St. Albert vendors comprised 7%. Similar to the Farmers Market, 61% of vendors stated they have been participating in this event for less than 2 years, while 13% stated they had been there for over 5 years. 45 VENDOR EXPECTED SALES 40 35 42 30 25 20 23 15 10 5 11 8 15 0 $500 - $1,000 $1,000 - $3,000 $3,000 - $5,000 $5,000 - $10,000 $10,000 - $20,000 City of St. Albert Major Event Economic Impact Report July 2014 27

A total value of $1,332,704 was spent by shoppers at this four-day event. Below is a graph that depicts the origin of consumers related to expenditure. OVERALL SPENDING BASED ON SHOPPER ORIGIN St. Albert $329,831 Edmonton $754,732 Out of Town $204,435 Exhibitors $43,706 $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 SUMMARY Make It supports 10.8 jobs and $537,000 of wages in St. Albert, and supports $52,000 tax dollar generation to the City. The total sum of all economic activity generated by the 2013 Make It Craft Fair was and estimated $3.5 million dollars with $2.1 million occurring in St. Albert. 28 City of St. Albert Major Event Economic Impact Report July 2014

Lifestyle Expo This annual event hosted by the St. Albert Chamber of Commerce featured nearly 200 exhibitors from businesses across St. Albert and was held at Servus Place over the course of three days in April of 2013. This community based family friendly event also featured activities for children including a Kids Korner, Petting Zoo and Inflatable Bouncers. In contrast to the other events studied, the purpose of this survey was to collect data on the overall satisfaction of the event as well as whether this type of expo entices citizens and visitors to spend time/money with the businesses of St. Albert. VISITOR ORIGIN 4 7 10 St. Albert Spruce Grove 3 57 Edmonton Sturgeon County 19 Sherwood Park Other Alberta Of the respondents, 46% were looking for information or for something fun to do. Those respondents who indicated that they were there for something fun to do were also twice as likely to bring their children. In terms of promotion, 44% indicated word-of-mouth or just knew, while 61% heard of the expo through conventional advertising. The satisfaction ranking of the event was very positive, 87% gave a ranking of excellent or good. A testament to this statistic is reflected in the recommendation question, when asked if the respondent would recommend this event to family and friends the average was 91.3% of agree or strongly agree. City of St. Albert Major Event Economic Impact Report July 2014 29

An average of 74% of both local and out-of-town visitors indicated that they would be more likely to use an expo vendor after attending the event. Local Citizen Looking for Information LIKELIHOOD TO USE EXPO VENDOR 28 72 Local Citizen Fun 24 76 Visitor Information & Fun 6 19 75 0 20 40 60 80 More Likely Unaffected Less Likely On the vendor side, the average vendor has been participating for just under three years and 60% expected sales generation from this event to be less than $10,000. 35 VENDOR EXPECTED SALES 30 25 29 32 33 31 30 31 20 15 18 15 10 5 0 Local Citizens Looking for Information 9 11 10 $0 $1 - $10K $10,001 - $20K $20,001 - $50K $50,001 - $100K $100K+ 10 Local Citizens Fun 8 8 9 Visitors Information and Fun 9 2 5 30 City of St. Albert Major Event Economic Impact Report July 2014

For more information about this report, please contact: Mark Edwards Manager, Business & Marketing Recreation & Parks 780-418-6027 medwards@stalbert.ca Printed on recycled paper