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Economic Impact Report
The Economic & Fiscal Impact on Maine of Maine Maritime Museum
For: Maine Maritime Museum 243 Washington Street
Bath, Maine 04530
From: Planning Decisions, Inc. 477 Congress Street, Suite 1005
Portland, ME 04101-‐‑3406
October 10, 2014
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A. Introduction Maine Maritime Museum is one of Maine’s most important educational, cultural and historic institutions. As a result of its exhibits and programs, literally millions of visitors have—over the past fifty years—learned about Maine’s unique maritime history and the present and future impact of shipbuilding and maritime industries on Maine and the nation. These visitors, from across the breadth of Maine and around the world, have taken with them a deep appreciation of Maine and the impacts of both its maritime history and its current economic, environmental and recreational significance. At the same time, the Museum and its visitors have left an enormous economic impact on Maine, each year spending millions of dollars at the museum, in the surrounding communities and across the state as they continue their journeys. The purpose of this report is to explain this impact so as to clarify the Museum’s role as an important driver of economic growth in the region. The report is divided into five parts. The first deals with the museum itself; the second with the parallel businesses its visitors patronize; the third deals with the indirect impacts of museum and visitor spending as it trickles through employees and vendors out into the surrounding economic environment spreading the spending originating with the Museum; the fourth deals with the state and local fiscal impacts of all this activity; and, finally, the fifth part addresses some of the non-‐‑commercial impacts of the museum, particularly as they relate to a proposed new exhibit highlighting Maine’s lobster industry.
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B. Museum Spending1
Located along the Kennebec River in Bath, Maine just south of the state’s largest shipbuilding enterprise—Bath Iron Works—the Maine Maritime Museum is a substantial enterprise. It occupies 20 acres along 925 feet of waterfront on the river. It encompasses 18 buildings with a replacement value of approximately $9 million. In addition, the museum maintains three docks and a number of outdoor exhibits, a 200-‐‑car parking lot, nearly two miles of walking paths and 10 acres of lawn. In 2014, the Museum spent nearly $1.9 million on operational expenses, just over $1.0 million in salary and benefits for its 24 employees, $166,000 for utilities, $110,000 for maintenance, $143,000 for museum admissions and store operations, $212,150 on exhibits and programming and $254,500 on administration and marketing. In addition, over the past five years, the Museum has spent approximately $2.5 million in capital expenditures to expand, improve, equip and repair its buildings, grounds and exhibits. This spending has widespread economic impact throughout the Midcoast region and across the entire State of Maine. The Museum’s 24 employees and 34 trustees reside in 23 different Maine communities. In addition, the Museum has an active group of 245 volunteers who live in 39 Maine communities as well as two other states. Finally, much of the nearly $890,000 in non-‐‑personnel spending flows to 367 Maine-‐‑based businesses located in 88 communities across the state. Figures 1, 2 and 3 illustrate this widespread economic impact.
1 Financial data were provided by the Maine Maritime Museum.
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Figure 1 Residence of Maine Maritime Museum Employees & Trustees
Figure 2 Residence of Maine Maritime Museum Volunteers
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Figure 3 Location of Maine Maritime Museum’s Maine Vendors
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C. Museum Visitor Spending
In addition to its own spending, the Museum generates an additional economic impact on Maine by attracting to the state visitors from other states and countries. This visitor spending provides revenue to a wide variety of Maine businesses. Some are businesses actively partnering with the Museum. These include food vendors on Museum grounds, cruise ships and boating tour operators who provide tours from the Museum’s Kennebec River docks, a trolley operator who provides tours of BIW and Historic Bath and caterers who use museum facilities to offer family and group meetings such as weddings, reunion parties and business meetings. Other businesses are not directly connected to the Museum but nonetheless earn some of their revenues from Museum visitors. These are the hotels, motels, bed and breakfast operators, restaurants, gas stations, retailers and other businesses that thrive in the area because of visitors drawn by the Museum. The best source of information on museum-‐‑driven visitor spending derives from a survey commissioned by the Maine Arts Commission during the Fall 2008-‐‑Spring/Summer 2009 season.2 The survey collected a variety of information from visitors to 13 Maine museums, including party size, spending patterns, duration of visit and home of visitor. Before attempting to use these data to estimate the spending of visitors to the Maine Maritime Museum in 2013, it is important to note four important facts about the Maine Maritime Museum that highlight its significance to the Maine economy relative to Maine’s other museums.
Visitors to Maine Maritime Museum (MMM) tended to come in larger parties. The average party size at the MMM was 3.5, well above the all-‐‑museum average of 2.7. The MMM ranked above all other Maine museums in this metric except the Maine State Museum which also had an average party size of 3.5.
Visitors to MMM were more likely to be overnight visitors than day only visitors. 72% of MMM visitors reported spending the previous night in a commercial accommodation facility. This figure far exceeded the all-‐‑museum average of 44% and ranked the MMM behind only the Abbe Museum in Bar Harbor that had 75% overnight visitors.
2 Maine Arts Commission Maine Museums: An Economic Impact Study by Chuck Lawton and Lindsay Rowe, 2010.
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Visitors to MMM were far more likely to be from outside Maine, either
from another state or from another country than visitors to other Maine museums. 84% of MMM visitors reported coming from other states or countries. This figure far exceeded the all-‐‑museum average of 54% and ranked MMM first among all museums surveyed in percentage of visitors from non-‐‑Maine locations;
Finally, both overnight visitors and day visitors to MMM tended to spend more money per day ($253 and $129 respectively) than the all museum average ($129 and $84 respectively).
All of these points underscore the relatively greater significance of Maine Maritime Museum for overall economic development. For more detail on these visitor characteristics, see Table A1 in the Appendix. Since there have been no more recent visitor surveys of the spending of the Museum, for this report Planning Decisions, Inc. used the results of the 2008-‐‑09 survey and increased these totals by the percent change in the Travel Price Index between 2009 and 2013 (15.8%) to estimate 2013 visitor spending and used the results of the Maine Office of Tourism 2013 visitor survey3 to distribute this estimated MMM-‐‑generated spending into the various categories of spending, i.e., accommodations, transportation, food & beverage, general merchandise and other amusement & recreation activities. Table 1 summarizes these estimates.
3 Maine Office of Tourism Visitor Tracking Research 2013 Calendar Year Annual Report prepared by DPA April 2014. http://visitmaine.com/assets/downloads/2013-‐‑Annual-‐‑Report-‐‑04-‐‑17-‐‑14-‐‑Final.pdf.
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Table 1 Estimated Daily Spending by Visitors to the Maine Maritime Museum, 2013
Spending Category Visitors, Total
Visitors, Overnight
Visitors, Day
Total Visitors 56,626 40,771 15,855 Accommodation $4,060,391 $4,060,391 $0 Transportation $2,240,248 $1,671,926 $568,323 Gasoline Stations (92%) $2,049,662 $1,538,172 $511,490 Other Transportation $190,586 $133,754 $56,832
Restaurant/Food $3,911,151 $3,224,428 $686,723 Food Service & Drinking Places $3,520,036 $2,901,985 $618,051 Food & Beverage Stores $391,115 $322,443 $68,672
General Merchandise Stores $3,335,670 $2,388,465 $947,204 Other Amusement & Recreation $762,877 $597,116 $165,761
Total Spending $14,310,337 $11,942,326 $2,368,011 Sources: Maine Arts Commission Maine Museums: An Economic Impact Study by Chuck Lawton and Lindsay Rowe, 2010; Maine Office of Tourism Visitor Tracking Research 2013 Calendar Year Annual Report prepared by DPA April 2014. http://visitmaine.com/assets/downloads/2013-‐‑Annual-‐‑Report-‐‑04-‐‑17-‐‑14-‐‑Final.pdf. The central conclusions to be drawn from this estimate is that the nearly $2 million spent in 2013 by Maine Maritime Museum was accompanied by over $14 million in spending by visitors to the Museum, and that the great majority of this spending represents money brought to Maine from other states and countries thus constituting a significant contribution to the overall economic growth of the region and the state. A second significant point to be made about this estimate is that it is based on visitor spending per day. If, for instance, each visitor to the Museum spent three days in Maine, the total economic impact on the state of the trip would be $14.3 million times three or $42.9 million. Since there are no reliable estimates of duration of visitor trips, this extrapolation can only be hypothesized. Nonetheless, it does indicate the Museum’s enormous influence as a potential driver of economic growth in the region. It also indicates an avenue of further research the Museum might undertake as it gathers information from its visitors in future years.
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D. Indirect Supply Chain & Consumer Spending Impacts
The Museum’s direct commercial impact on Maine is the sum of its operational impact (both payroll and non-‐‑payroll spending), its capital spending and the spending by the visitors it attracts to Maine. As indicated in the tables above, this direct spending that flows to Maine consumers and businesses from Museum activities amounts to approximately $16.5 million. It supports the equivalent of 164 full-‐‑time equivalent jobs earning total compensation of $4.7 million. The Museum’s direct spending, however, is not the end of its economic impact. It is—like all commercial enterprises—part of a complex web of supply chain interconnections. As noted in Figure 3 above, it buys from a wide range of suppliers all across Maine. At the same time, Museum employees, the visitors it attracts and the employees of all vendors supplying both the Museum and related tourism businesses are consumers in the Maine economy. They make mortgage and rent payments, buy groceries, buy gas for and repair their vehicles, visit their doctors, pay their utility bills, eat at area restaurants and patronize local stores. All this spending becomes revenue to a wide range of Maine businesses. Attempting to measure all of these indirect vendor supply and consumer spending effects individually would be virtually impossible. There are no officially available statistics such as Department of Labor employment data that measure such inter-‐‑industry relationships at the local level. Short of exhaustive direct business surveys, there is no direct way to obtain an accurate measurement of these economic “multiplier” effects. The only way to measure the Museum’s total economic impact is to use an input-‐‑output model explicitly designed to capture these interconnections. For this report, PDI used the IMPLAN model of the State of Maine4 and determined that the total volume of these up-‐‑stream impacts on Maine business, the total sales that trace back ultimately to direct Museum spending and that of
4 IMPLAN (IMpact Analysis for PLANing) is an input-‐‑output modeling program originally developed by the U.S. Department of Agriculture Forest Service for resource management planning. It contains a mathematical representation of the purchasing patterns that take place between sectors of an economy. Built into the IMPLAN data files are all of the industry sales, employment and income data for 506 sectors of the Maine economy. IMPLAN uses these data along with national purchasing patterns (national input-‐‑output matrices) to create state models. Data presented here are rounded to avoid the appearance of unwarranted precision.
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its visitors, amount to approximately $7.5 million supporting the full-‐‑time equivalent of approximately 68 jobs earning a total income of approximately $2.6 million. Table 2 summarizes these impacts.
Table 2 Total Economic Impact of the Maine Maritime Museum on Maine, 2013
Category of Spending Spending ($ million) Jobs
Income ($ million)
Museum Spending $2.2 26.2 $1.1 Operational $1.9 24.0 $1.00 Capital (5-‐‑year average) $0.3 2.2 $0.11 Visitor Spending $14.3 138.2 $3.6 Accommodations $4.1 42.7 $1.1 Gasoline Stations $2.0 3.5 $0.1 Other Transportation $0.2 0.7 $0.02 Restaurants & Drinking Places $3.5 58.4 $1.4 Other Purchased Food $0.4 2.0 $0.06 General Merchandise Stores $3.3 16.2 $0.5 Amusement & Recreation Services $0.8 14.7 $0.4 Total Direct Impact $16.5 164.4 $4.7 Indirect Vendor & Consumer Spending $ 7.5 68.4 $2.6 Total Economic Impact $24.0 232.8 $7.3 Sources: Maine Maritime Museum; Maine Museum Impact Study. Maine Office of Tourism and IMPLAN Model of the Maine Economy. Except for the museum, all jobs refer to full-‐‑time equivalent; they are best thought of as hours supported by the spending rather than specific jobs for specific people. The total economic impact of the Maine Maritime Museum on the State of Maine in 2013, i.e., the total sales to Maine businesses attributable to Museum activities and the spending of its visitors, amounted to slightly more than $24 million. This spending supported the full-‐‑time equivalent of over 230 jobs earning pay of approximately $7.3 million. E. State & Local Fiscal Impacts
Some portion of this Museum-‐‑initiated spending flows to Maine’s state and local governments. Museum employees and those of all the businesses indirectly linked to the Museum pay income taxes, sales taxes, property taxes, fuel and excise taxes. And all of the businesses commercially linked to Museum activities pay the income, property, fuel, licensing and other business taxes and fees to
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which they are subject. The total state and local tax and fee revenues traceable to Museum initiated economic activity amounts to approximately $1.3 million. Table 3 breaks this fiscal impact down by major category.
Table 3 State & Local Taxes & Fees Attributable to Maine Maritime Museum-‐‑generated Spending
Category Amount Income Taxes $ 230,000 Sales Taxes $ 440,000 Property Taxes $ 550,000 Other Taxes & Fees $ 110,000 Total $1,330,000
Sources: Data derived from IMPLAN model. F. Non-‐‑commercial Elements of Economic Impact Besides its obvious commercial impact on the State of Maine, Maine Maritime Museum has a substantial cultural, educational and personal impact whose value cannot easily be quantified in dollar terms but whose importance to “branding” Maine as an attractive place to visit, a region with a thriving economy and a place to consider for personal or business relocation is virtually priceless. If this non-‐‑monetary impact were to be defined as the “product” a marketing firm was assigned to “produce” for the state, its cost would be in the millions. Consider some of the following testimonials. “Best museum by far from Annapolis to Halifax.” Peter Turner, Crocket, CA – 1st visit, Sept. 2014 “Perfect end to a beautiful first visit to Maine. I’ll be back.” Doug Isakson, Sioux Falls, SD – 1st visit, Sept. 2014 “Terrific in every respect!” Rick and Susan Widgery, Halifax, Nova Scotia – 1st visit, Aug. 2014 “What a wonderful collection. Beautifully presented. The blacksmith shop is a great addition.” The Anderson Family, Summit, NJ – 1st visit, Aug. 2014
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“(My) Husband doubted it would be interesting…Then I couldn’t get him out of there! Gem of a museum.” TripAdvisor comment of visitor from Atlanta, GA – Sept. 2014, 1st visit “Outstanding! Wholeheartedly recommend. This has to be one of the best maritime museums.” TripAdvisor comment of visitor from Raleigh, NC – Aug. 2014, 1st visit “I came away wishing we could have spent more time here. Loved the stories told.” Dianna C., Kaukauna, WI – Aug 2014, 1st visit “Never dreamed we’d spend a full day here! Loved the school boat building class – inspiring.” G. & J. Olson, Phoenix, AZ – May 2014, 1st visit Such positive visitor reactions are even more important when seen in terms of the proposed renovation of the Museum’s Lobstering & the Maine Coast Exhibit. This renovation involves a significant redesign and renovation of an exhibit originally installed in its own two-‐‑story 6,200 square foot building in 1985. By bringing that historic exhibit into the current day of climate change and its consequent challenge to coastal living (both residential and economic), this exhibit will address the question, “Can the Maine lobster industry create a business model that is as resilient as the resource appears to be?” It will help visitors understand the challenges facing the industry and, hopefully, lead them to become more regular consumers of this most truly Maine product. Getting precisely this important message to tens of thousands of visitors every year represents one of the most important goals of the newly established Maine Lobster Marketing Collaborative. To the extent that it can accomplish this goal for free through Maine Maritime Museum undoubtedly constitutes its greatest indirect impact.
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Appendix
Table A1 Selected Characteristics of Maine Museum Visitors, 2008-‐‑09
Museum Party Size
% overnight
% daily
% U.S. not Maine
% not U.S.
Per day Spending
per Overnight Visitor
Per day Spending per Day Visitor
Abbe 3.1 75% 25% 65% 5% $263 $96
Bates 2.0 35% 65% 34% 0% $77 $60
Bowdoin 2.5 38% 62% 64% 1% $281 $27
Colby 2.9 28% 72% 45% 0% $178 $63
Farnsworth 2.9 55% 45% 68% 2% $272 $95
ICA 2.4 17% 83% 34% 3% $153 $84 Maine Maritime 3.5 72% 28% 78% 6% $253 $129
Maine State 3.5 27% 73% 40% 2% $256 $79
Monhegan 3.3 75% 25% 60% 2% $322 $48
Ogunquit 2.6 55% 45% 76% 4% $319 $144
PMA 2.6 52% 48% 70% 2% $207 $95
Tides 2.7 45% 55% 45% 8% $159 $75
UMMA 2.0 23% 77% 24% 5% $161 $107
UNE 1.7 13% 88% 13% 0% $53 $79 All Museums 2.7 44% 57% 51% 3% $243 $84 Maine Arts Commission Maine Museums: An Economic Impact Study by Chuck Lawton and Lindsay Rowe, 2010.