CHARACTERISTICS AND ECONOMIC IMPACT OF THE 2016 PIMA COUNTY FAIR Executive Summary of Findings Research Objectives and Methodology - The following is a summary of key findings from an Economic Impact Study conducted by FMR Associates on behalf of the Southwestern Fair Commission, Inc. The primary objective of this project was to provide an estimate of the economic impacts that benefit Pima County by hosting the annual County Fair at the Pima County Fairgrounds. Primary data for this study was collected from Fair Attendees and Vendors/Participants (including food/retail vendors, exhibitors, sponsors, animal event participants and the carnival company). Additional direct expenditure data was provided by the Southwestern Fair Commission A total of 709 Attendee and Vendor/Participant interviews were conducted by FMR at the 2016 Pima County Fair (April 14-24). Most interviews were conducted in-person by FMR, with some supplemental Vendor/Participant surveys collected via telephone or a selt-administered questionnaire. unty Fair has a total economic impact of ‘Town Impacts (from Attendees and 14.9 million in Local Impacts from Tucson Total Impacts ~ Overall, we estimal $34,672,487. This includes $19. Vendors/Participants who travel trom outside Tt area residents/organizations Total Economic Impact of the 2016 Pima County Fair Contributor impact|__% [Attendees $21,665,910 | 62.5% | VendorsiParlicipants __1's9.876,972 [28.8% _| ‘Southwestern Fair Commission, Inc.| $3,039,605 | 8.8% TOTAL ECONOMIC IMPACT: | $34,672,487 | 100% * Attendees ($21.6 million Total Impact) ~ These impacts are primarily {rom Tucson-area visitors to the 2016 Pima County Fair for items such as parking, admission, carnival rides, food, retail Purchases and concerts or stage shows. In fact, the “typical” Pima County Fair Attendee spends $48.95 on these items. The average Fair Attendee party includes 3.5 people (2.4 adults + 1.1 children) who visit the Fair for 1.6 days. Six of ten have attended the Pima County Fair for at least five years (with an average attendance of 8.6 years). Total gate attendance at the 2016 Pima County Fair was 318,016. + Vendors/Participants ($9.9 million Total Impact) ~ A majority (53%) traveled from out of town to Participate in the 2016 Pima County Fair. Among out-of-town Vendors/Participants, the average Stay in Tucson is 19.8 days with a typical 4.8 person travel party size: including (on average) $8,013.52 in travel-related expenditures per party. In addition, Vendors/Pantcipants have average Fair-related operation expenses of $3,004.56 in locally purchased items such as equipment rentals, food/carnival supplies, animal care, etc. Fully 90% of Vendors/Participants plan to return for the 2017 Pima County Fair. * Southwestern Fair Commission, Inc. ($3.0 million Total impact) - This includes direct expenditures from the Southwestern Fair Commission to staff, promote and operate the Pima County Fair (as a well as revenue associated with the 2016 Pima County Fair Stock Auctions) S04H Hawi, Grant Road Tuowon, Arizona 86712 vsiophono: (620) 8B6-BK46 Fax: (820) 886-0307