RAISE YOUR GLASS TO NOWFE’S ECONOMIC SUCCESS
A 20% increase equals $6.8 million returned to the local economy
NEW ORLEANS, LOUISIANA — The New Orleans Wine & Food Experience (NOWFE) announces the results of a study of the economic impact of the recent 2008 event. These results, compiled by the Hospitality Research Center at the University of New Orleans (UNO), illustrate the total economic impact produced by the 17th annual event was $6.8 million, a greater than 20% increase in dollars spent over the previous year’s event. In addition, state and local governments generated over a half million dollars ($512,000) in tax revenue, a 25% increase over 2007.
“As a maturing event, it is important that we take a look at what we do and see how we contribute to the overall economic health of the city,” states Howard Brown, current NOWFE Board President. “We’ve always known that the event is a huge economic boost to the city during a historically slow period, but we needed a way to quantify it and now we can with the studies of the past two year’s events. It tells us that our impact is sizable, and we’re still just scratching the surface of our full potential.” In 2008, the individual daily expenditure (food, lodging, shopping, entertainment, etc.) was $616.90, a 28% increase over 2007 spending-solid evidence of continual growth. Brown mentions that adding the Superdome as a venue gives endless possibility to the potential future growth.
Each year the seminars and special events sell out. Mary Beth Romig, Director of Communications and Public Relations for the New Orleans Convention & Visitors Bureau, excited about the event says “Particularly since its Memorial Day weekend it gives another good reason for people to travel for a long weekend to the city.” NOWFE’s event format, coupled with world-renowned dining and exceptional hotel properties, makes no surprise of the sells outs or the 75.5% of attendee respondents who thought NOWFE was better than other wine and food festivals they have attended. Two-thirds of the vintners surveyed believed NOWFE was better than other food and wine festivals they have attended.
“Our goals, much like those of the city and state, are to attract visitors to New Orleans. Based on information from the 2007 Economic Impact Study we concentrated efforts on marketing to new visitors, while continuing to attract repeat visitors. The result was extraordinary… we increased new visitors by 10%, and produced a 20% increase in spending,” said Joyce Godbold, Executive Director of NOWFE. “We have seen record-breaking success in 2008 with our festival-targeted ad campaign,” Sandra Shilstone, President and CEO of New Orleans Tourism Marketing Corp. said. “With great cultural events and festivals like NOWFE, more people than ever are answering the call to come out and play in New Orleans!”
Summary of Additional Findings:
- The majority of guests responded favorably regarding the Superdome location
- 55.6% of the out-of-town visitors who responded reported a household income of over $100,000
- 25.9% of visitors were 25-35 years old, a 14% increase over 2007
Incoming 2009 NOWFE President Greg Reggio proudly mentions that the local community will continue to benefit from the more than $100,000 in charitable donations that NOWFE will distribute later this year. Godbold also praises the sponsors for whom without their support this event could not take place. Sponsors for the 2008 NOWFE included: The Glenlivet, Kleenex Viva, Rouse’s Supermarkets, Mumm Napa, Wine Enthusiast, Cox Media, nola.com, The Times Picayune, Louisiana Rebirth (Lt. Governor Mitch Landrieu, Dept. of Culture, Recreation and Tourism), Nestle Waters, Barefoot Wine, Loew’s New Orleans Hotel, The Ritz-Carlton New Orleans, Hotel Monteleone, and the Omni Royal Orleans.
The New Orleans Wine & Food Experience is a non-profit organization. The Board of the New Orleans Wine & Food Experience has announced that ten local organizations have received donations totaling $125,000 to support their programs and foundations. Proceeds from the 2008 event benefited the Louisiana Restaurant Association’s ProStart Program, The University of New Orleans School of Hotel, Restaurant & Tourism, The Chef John Folse Culinary Institute, Delgado Community College Culinary Arts Program, New Orleans Firefighter House Fund, Sean Payton’s Play It Forward, Girls First, Cancer Crusaders, Animal Rescue New Orleans, and Fore! Kids.
NOWFE 2009 will be held May 19 – 23, 2009. For additional press information, including downloadable images, contact Liz Bodet 504.583.5550, egoliwas@bellsouth.net or visit the media center at www.nowfe.com.