O:SundanceSundance 2011Sundance Film Festival 2011 Final€¦ · • An estimated 45,797 people attended the Sundance Film Festival in 2011, an 11 percent increase over the 2010 attendance

THE ECONOMIC IMPACTS OF THE2011 SUNDANCE FILM FESTIVAL

HELD IN UTAH FROMJANUARY 20, 2011 TO JANUARY 30, 2011

PREPARED BY

JAN ELISE CRISPINBUREAU OF ECONOMIC AND BUSINESS RESEARCH

UNIVERSITY OF UTAH

April 2011

The Economic Impact of the 2011 Sundance Film Festival

1 B U R E A U O F E C O N O M I C A N D B U S I N E S S R E S E A R C H

ECONOMIC IMPACTS OF THE 2011 SUNDANCE FILM FESTIVAL

The Bureau of Economic and Business Research (BEBR) at the University of Utah has estimatedthe economic impacts of the 2011 Sundance Film Festival (the Festival) held in the state of Utahfrom January 20, 2011 through January 30, 2011. The impact estimates were based on (1) interceptsurveys of Festival attendees conducted by BEBR survey staff each day during the Festival and (2)expenditures made by the Sundance Institute to produce the Festival.

The survey findings summarized in this report are based on 473 intercept surveys conducted at eachof the four locations where Festival films are shown. These include Park City, Salt Lake City,Sundance Resort and Ogden. The results of those surveys are summarized in the body of thisreport. Supporting information and statistical tables are provided in Appendices A through F. Theexpenditures made by the Sundance Institute to produce the Festival are detailed in Appendix G.

The economic impacts of the 2011 Sundance Film Festival have been estimated using a regionalimpact model known as RIMS II, developed by the U.S. Department of Commerce, Bureau ofEconomic Analysis. A discussion of RIMS II is also provided in Appendix G.

MAJOR FINDINGS

• An estimated 45,797 people attended the Sundance Film Festival in 2011, an 11 percentincrease over the 2010 attendance estimate of 41,221. Approximately 95 percent of Festivalguests intended to view at least one film screening. The remaining 5 percent were in Utahfor the Festival but did not plan to attend a screening.

• Approximately one-third of festival attendees were Utah residents (15,201). Of these,slightly more than half (51 percent) live in Salt Lake County. Approximately 22 percent areresidents of Summit County and 11.5 percent live in Weber County.

• An estimated 30,596 visitors from outside the state attended the 2011 Sundance FilmFestival. Of the estimated 30,596 visitors, 33 percent indicated this was their first visit toUtah and 79 percent indicated they traveled to Utah specifically to attend the Festival.

• Nonresident attendees accounted for approximately 67 percent of all Festival attendees in2011, up from 61 percent in 2010 and 66 percent in 2009.

• The largest share of nonresident visitors were U.S. residents (87 percent or 26,529 visitors). An estimated 45 percent of U.S. visitors were residents of three states—California, NewYork, and Colorado.



• International visitors accounted for approximately 9 percent of all Festival attendees, or anestimated 4,067 people. Over the last three years, the share of international visitors as apercentage of total attendees has increased, growing from 6.8 percent of all visitors in 2009to 8.8 percent in 2011. While a large share of the 4,067 international visitors came fromEngland (581), people from 23 countries traveled to Utah to attend the Festival in 2011.

• Slightly more than half of all nonresident Festival attendees indicated they would visit Utahagain during the next twelve months.

• While the Sundance Film Festival appeals to people of all ages, almost half of all attendeesare between the ages of 19 and 35. About 33 percent are between the ages of 36 and 55, and18 percent are over 55.

• About 56 percent of Festival attendees in 2011 were female. This is an increase over the2010 estimate of about 51 percent and the 2009 estimate of 54 percent.

• Festival attendees are well educated, almost 82 percent are college graduates. One-quarterhave a master’s degree and about 7 percent have earned a doctorate degree.

• About 43 percent of those who attended the Festival in 2011 had an annual householdincome of $100,000 or more, a share that is significantly higher than the 2010 estimate of32.5 percent. Nonresident attendees were most likely to have high annual incomes—47.9percent compared with 32.1 percent of Utah residents.

• An increasing share of Festival attendees are in the entertainment industry. Of thoseattending the 2011 Film Festival, 22.2 percent identified themselves as “entertainmentprofessionals,” up from 15.4 percent reported in 2010 and 19.3 percent reported in 2009. However, most Festival attendees identified themselves as “non-entertainmentprofessionals” (47 percent); students accounted for 11.4 percent of attendees and press forabout 1 percent.

FILM FESTIVAL ACTIVITIES

• Festival attendees expected to spend an average of 4.68 days at the Festival and attend about6 screenings. A small share of attendees (13 percent) indicated they would participate inFestival activities for 9 or more days and expected to view, on average, about 9 movies. Themajority of these individuals were residents of Utah and California.

• Film screenings are offered at theaters in four locations, including Park City, Salt Lake City,Sundance Resort and Ogden. About 80 percent of Festival attendees who planned to seemovies indicated they would watch most of their films in Park City. This percentage washighest for nonresident attendees—90.6 percent compared with 59.5 percent for Utahresidents.



• More than half of those attending the 2011 Sundance Film Festival have attended in the past(56.4 percent). The average number of previous visits was about 5. Utah residents attendthe Festival more often than do nonresidents. Almost 70 percent of Utah residentsindicated they had attended previously, with an average of about 7 times. Fifty percent ofnonresidents indicated they had attended in the past, with an average of about 4 times.

• A majority of those attending the 2011 Festival said they would attend a future Festival (84.6percent). This included 96.8 percent of Utah residents and 78.5 percent of nonresidents.

RECREATIONAL ACTIVITIES

• Forty percent of nonresident attendees (12,208) said they intended to ski or snowboard inUtah during their stay. Almost half of those who intended to ski or snowboard said theywould recreate at the Park City Mountain Resort for an average of 1.6 days. Thirty-onepercent said they would ski at Deer Valley for an average of 2 days, and 29 percent said theyintended to ski at other Utah resorts for an average of 2 days as well.

LODGING AND TRANSPORTATION

• Nonresidents stayed an average of 5.9 nights during their visit. Almost 37 percent stayedcommercially (in a hotel, motel or inn). Slightly more than one-third stayed in acondominium or timeshare, and 18 percent stayed with friends or family.

• The Deer Valley/Park City area was the preferred location for nonresident attendees. Anestimated 73 percent of nonresidents who attended the Festival stayed in this area, includingthose staying commercially as well as those staying with friends or family. Approximately 17percent of nonresident attendees stayed in the Salt Lake area, 3.5 percent stayed at theSundance Resort, and 6 percent stayed in other areas of the state.

• Seventy-two percent of nonresident attendees traveled to Utah via air services (20,029people). About 14 percent traveled to Utah in private vehicles and 11 percent traveled in arented vehicle.

ATTENDEE SPENDING

• During the Festival, attendees spent a total of $58.6 million. Of this amount, nonresidentsspent $54.4 million and Utah residents spent about $4.2 million (Table 1).

• Average daily spending by Festival attendees was $234.18. Nonresidents averaged $321.15each day during their stay and Utah residents spent an average of $59.14 each day theyattended the Festival.



• Total spending per person averaged $1,279.39. Nonresidents spent a total of $1,778.77 perperson during their stay and Utah residents spent an average of $274.25. Total spending isthe sum of the average daily amounts that each attendee spent during his/her stay in Utah.

Table 12011 Sundance Film FestivalTotal Festival-Related Spending

Spending Category

Utah Residents

Non Residents Total

Lodging $170,707 $25,654,746 $25,825,453

Meals $2,386,405 $14,091,600 $16,478,005

Car Rental $456 $2,513,461 $2,513,917

Other Transportation $161,283 $1,140,313 $1,301,596

Recreation $475,943 $5,290,660 $5,766,604

Other Retail Purchases $974,080 $5,732,467 $6,706,547

Total $4,168,874 $54,423,247 $58,592,121

Note: Total spending is based on the average total spending per person during his/her stay. Source: Calculated by BEBR based on intercept surveys conducted during the Festival.

• Total spending for lodging averaged $563.91 and accounted for 44 percent of allexpenditures made by Festival attendees (Table 2). Total spending for food and beveragesaveraged $359.81, followed by miscellaneous retail purchases ($146.44) and recreation andentertainment ($125.92).

Table 2

2011 Sundance Film FestivalWeighted Average Spending Per Person

Spending Category

AmountSpent

Lodging $563.91

Meals $359.81

Car Rental $54.89

Other Transportation $28.42

Recreation $125.92

Other Retail Purchases $146.44

Total $1,279.39

Source: Calculated by BEBR based on intercept surveys conducted during the Festival.



• Total attendance at the Festival increased 11 percent and total spending increased 18 percentover 2010 levels. The largest dollar increases were for meals (food and beverages) andmiscellaneous retail purchases. In comparison, spending for recreation and entertainmentdeclined (Table 3).

Table 32011 Sundance Film Festival

Total Festival-Related Attendee Spending 2010 and 2011 Comparison

Spending Category 2010 2011DollarChange

Lodging $24,953,683 $25,825,453 $871,770

Meals $10,573,149 $16,478,005 $5,904,856

Car Rental $1,776,435 $2,513,917 $737,482

Other Transportation $597,515 $1,301,596 $704,081

Recreation $6,911,768 $5,766,604 ($1,145,164)

Other Purchases $4,895,357 $6,706,547 $1,811,190

Total $49,707,907 $57,592,121 $7,884,214

Data for 2009 were obtained from a previous report compiled by BEBR for the

Sundance Institute.

ECONOMIC IMPACT ESTIMATESThe economic impact estimates presented here include (1) the impacts of purchases made bynonresidents who attended the 2011 Sundance Film Festival and (2) the impact of expenditures madein Utah by the Sundance Institute to produce the Festival. The impact estimates were generatedusing an economic impact model known as RIMS II, developed by the Bureau of EconomicAnalysis. The model has been regionalized for Utah.

Impacts of Nonresident Spending

• Spending by nonresidents attending the 2011 Sundance Film Festival totaled $54.4 million. These expenditures translate to an increase in gross state product (GSP) of $64.5 million,they generated $32.4 million in earnings for Utah residents and supported 1,338 jobs in Utahfrom January 20, 2011 through January 30, 2011. 1

• Expenditures made by nonresident attendees generated nearly $5.5 million in state and localtaxes.

• Airline tickets purchased by nonresident attendees generate passenger facility charges (PFCs)that are paid to the Salt Lake City International Airport. The estimated amount of thesecharges generated by airline ticket purchases is $82,202.

1 Earnings is the sum of wage and salary disbursements, supplements to wages and salaries, and proprietors’income. Jobs include both full-time and part-time employment.



A comparison of the Festival’s economic impacts for 2010 and 2011 is presented in Table 4.


Economic Impact of Nonresident Spending2010 and 2011 Comparison

Impact Type 2010 2011 Change

Gross State Product $52,820,614 $62,927,077 $10,106,463

Earnings $27,543,589 $31,567,281 $4,023,692

Jobs 1,163 1,307 144

State and Local Taxes $4,950,794 $5,512,062 $561,268

Passenger Facility Charges Na $82,202 Na

Na: Not available. The economic impacts for 2010 were obtained from a previous report compiled by BEBR. The fiscal impacts for 2010 have been recalculated using a tax model developed by BEBR for nonresident visitor spending.

Impacts of Sundance Institute Spending in Utah

• To produce the 2011 Film Festival, the Sundance Institute spent a total of $7.5 million ofwhich $4.3 million was spent in the state of Utah. The economic impacts of theseexpenditures include approximately $7.9 million in GSP, $3.4 million in earnings and 298jobs. These impacts occurred over a five-month period beginning September 1, 2010 andending February 28, 2011.

• The fiscal impacts associated with Sundance Institute’s spending included $296,331 in statetax revenue and $67,867 in tax revenue for local units of government.

• Airline tickets purchased by the Sundance Institute for film judges and other invited guestsare subject to passenger facility charges. During the five-month period from Septemberthrough February, the Institute purchased a total of 631 airline tickets. The estimated PFCassociated with those purchases was $2,353.

• When the economic impacts of the Sundance Institute are combined with the impacts ofnonresident spending during the Festival, the 2011 Sundance Film Festival supported 1,605jobs in Utah, generated nearly $35 million in earnings for Utah residents, and contributed$70.9 million in GSP for the state (Table 5).




Economic Impact of Sundance Institute Spending2010 and 2011 Comparison


Gross State Product $9,961,574 $7,939,743 ($2,021,831)

Earnings $6,124,634 $3,425,798 ($2,698,836)

Jobs 350 298 (52)

State Tax Revenue $518,144 $296,331 (221,813)

Local Tax Revenue $87,582 $67,861 (19,721)

Passenger Facility Charges Na $2,353 na

The economic impacts for 2010 were obtained from a previous report compiled by BEBR.

Table 62011 Sundance Film FestivalEconomic Impact Summary

Sundance Institute Spending and Nonresident Spending

Impact Type

SundanceInstituteSpendingImpacts

NonresidentFestivalSpendingImpacts

TotalImpact


Earnings $3,425,798 $31,567,281 $34,993,079

Jobs 298 1,307 1,605

State Tax Revenue $296,331 $3,781,546 $4,077,877

Local Tax Revenue $67,861 $1,730,516 $1,798,347

Passenger Facility Charges $2,353 $82,202 $84,555

Note: Passenger facility charges were estimated using information provided by the Salt Lake City

International Airport.


Total Economic Impact SummarySundance Institute Spending and Nonresident Spending

2010 and 2011 Comparison



Earnings $33,668,223 $34,993,079 $1,324,856

Jobs 1,513 1,605 92

State Tax Revenue $3,903,628 $4,077,878 $174,250

Local Tax Revenue $1,652,892 $1,798,247 $145,355

Passenger Facility Charges Na $84,555 Na

The economic impacts for 2010 were obtained from a previous report compiled by BEBR. The fiscal impacts for 2010 have been recalculated using a tax model developed by BEBR for nonresident visitor spending.



APPENDIX

SURVEY OF PERSONS ATTENDING THE 2011 SUNDANCE FILM FESTIVAL

Table of ContentsA. Attendance Information

A-1. Estimated Attendance and Sample Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10A-2. Primary Location Where Festival Attendees Will View Screenings . . . . . . . . . . . . . . 10A-3. Primary Location Where Attendees Will View Screenings,

2010 and 2011 Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

B. Spending and Economic Impact of SpendingB-1. Estimated Weighted Daily Average Spending,

All Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11B-2. Estimated Daily Average Spending per Person,

Utah Resident and Nonresident Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11B-3. Estimated Weighted Total Average Spending per Person . . . . . . . . . . . . . . . . . . . . . . 12B-4. Estimated Total Average Spending per Person,

Utah Resident and Nonresident Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12B-5. Estimated Total Average Spending per Person,

2010 and 2011 Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13B-6. Estimated Total Average Spending per Person, Utah Resident and Nonresident Comparison: 2010 and 2011 . . . . . . . . . . . . . . . . . 13B-7. Estimated Total Spending, Utah Resident and Nonresident Comparison . . . . . . . . . 14B-8. Estimated Economic Impacts of Nonresident Spending,

2010 and 2011 Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

C. Demographic and Economic Characteristics of Sundance Film Festival AttendeesC-1. Residency of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15C-2. County of Residence, Utah Residents Only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15C-3. U.S. Residency of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . 15C-4. Place of Residency of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . 16C-5. Age of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17C-6. Gender of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17C-7. Educational Attainment Level of Sundance Film Festival Attendees . . . . . . . . . . . . . 17C-8. Occupation of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18C-9. Household Income of Sundance Film Festival Attendees . . . . . . . . . . . . . . . . . . . . . . 18

D. Festival StatisticsD-1. Number of Days Attending the Sundance Film Festival . . . . . . . . . . . . . . . . . . . . . . 19D-2. Summary Statistics, Number of Days Attending the Sundance Film Festival . . . . . . 19D-3. Number of Intended Screenings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20D-4. Summary Statistics, Number of Intended Screenings . . . . . . . . . . . . . . . . . . . . . . . . . 20D-5. Location Where Most Screenings Will Be Viewed . . . . . . . . . . . . . . . . . . . . . . . . . . . 21



D-6. All Locations Where Attendees Will View Screenings . . . . . . . . . . . . . . . . . . . . . . . 21D-7. Nonresidents Visiting Utah Primarily to Attend the Sundance Film Festival . . . . . 21D-8. First Time Visiting Utah . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22D-9. Prior Attendance at the Film Festival . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22D-10. Number of Times Previously Attended . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23D-11. Summary Statistics, Number of Previous Visits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24D-12. Percent of Attendees Who Plan to Attend a Sundance Film

Festival in the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

E. Recreational Activities of Sundance Film Festival AttendeesE-1. Nonresident Attendees Who Intend to Visit Utah Within the

Next 12 Months . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25E-2. Number of Accompanying Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25E-3. Nonresident Attendees Who Plan to Ski or Snowboard

While Attending the Sundance Film Festival . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25E-4. Resorts Where Nonresident Attendees Intend to Ski or Snowboard . . . . . . . . . . . . 26E-5 Number of Days Skiing or Snowboarding, by Resort . . . . . . . . . . . . . . . . . . . . . . . . 26

F. Lodging and Transportation StatisticsF-1. Type of Lodging Used by Nonresident Attendees . . . . . . . . . . . . . . . . . . . . . . . . . . 27F-2. Location of Lodging Used by Nonresident Attendees . . . . . . . . . . . . . . . . . . . . . . . 27F-3. Number of Nights of Lodging (Nonresidents) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28F-4. Summary Statistics, Number of Nights of Lodging . . . . . . . . . . . . . . . . . . . . . . . . . . 28F-5. Primary Form of Transportation to Utah to Attend the Festival (Nonresidents) . . 28

G. Economic Impacts of Sundance Institute-Related SpendingG-1. 2011 Sundance Film Festival,

Economic Impacts of Sundance Institute Spending . . . . . . . . . . . . . . . . . . . . . . . . . 29G-2. 2011 Sundance Film Festival,

Detailed Economic Impacts of Sundance Institute Spending . . . . . . . . . . . . . . . . . 29Economic Impacts: Measures and Definitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Input-Output Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Rims II . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Estimating Fiscal Impacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31Definitions Used in This Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

1



A. ATTENDANCE INFORMATION

A-1. Estimated Attendance and Sample Size

Total Estimated Attendance 45,797

Surveys 473

The sample size of 473 from an estimated population of 45,797 attendees is sufficient to generate a maximum margin of error of 4.48 percentage points at the 95

percent confidence level.

A-2. Primary Location Where Festival Attendees Will View Screenings

Place Percent

Park City 75.7%

Salt Lake City 11.4%

Ogden 5.1%

Sundance Resort 2.1%

Not attending screenings 5.7%

Total 100.0%

Note: “Primary location” is where the respondent

indicated he/she would attend most screenings.

A-3. Primary Location Where Festival Attendees Will View Screenings2010 and 2011 Comparison

Place 2010 Percent 2011 Percent

Park City 28,731 69.7% 34,668 75.7%

Salt Lake City 8,533 20.7% 5,221 11.4%

Ogden 1,814 4.4% 2,336 5.1%

Sundance Resort 1,731 4.2% 962 2.1%

Uncertain/Not attending 412 1.0% 2,610 5.7%

Total 41,221 100.0% 45,797 100.0%



B. SPENDING AND ECONOMIC IMPACT OF SPENDING

B-1. Estimated Weighted Daily Average Spending,All Attendees

Spending Category

WeightedDaily

Average

Standard Error of

the Mean

Lodging $101.13 $7.66

Meals $68.05 $4.47

Automobile Rental $9.94 $1.13

Other Transportation $5.42 $1.03

Recreation $24.97 $1.73

Other Purchases $24.67 $3.22

Total $234.18 $18.33

A 95% confidence interval for the weighted daily average spending per person is $234.18 +/-$18.33 (adjusted for finite populations), producing a range of $215.85 to $252.51.

B-2. Estimated Daily Average Spending per PersonUtah Resident and Nonresident Comparison

Spending Category

Utah Residents Nonresidents

DailyAverage

Standard Error of the Mean

DailyAverage


Lodging $2.40 $1.40 $150.18 $10.77

Meals $36.59 $2.87 $83.68 $5.26

Automobile Rental $0.01 $0.01 $14.88 $1.69

Other Transportation $2.66 $0.54 $6.79 $1.28

Recreation $11.18 $1.37 $31.82 $1.91

Other Purchases $6.30 $1.26 $33.80 $4.20

Total $59.14 $7.23 $321.15 $25.25

A 95% confidence interval for daily average spending by Utah residents is $59.14 +/-$7.23 (adjusted for finite populations), producing a range of $51.91 to $66.37.

A 95% confidence interval for daily average spending by nonresidents is $321.15 +/-$25.25 (adjusted for finite populations), producing a range of $295.90 to $346.40.



B-3. Estimated Weighted Total Average Spending per Person

Spending Category

WeightedTotal

Average


Lodging $563.91 $44.36

Meals $359.81 $25.41

Automobile Rental $54.89 $6.61

Other Transportation $28.42 $5.26

Recreation $125.92 $8.69

Other Purchases $146.44 $21.31

Total $1,279.39 $112.90

A 95% confidence interval for weighted total average spending per person is $1,279.39 +/- $112.90 (adjusted for finite

populations), producing a range of $1,166.49 to $1,392.29.

B-4. Estimated Total Average Spending Per Person Utah Resident and Nonresident Comparison

Spending Category


TotalAverage

Standard Errorof the Mean

TotalAverage

Standard Errorof the Mean

Lodging $11.23 $6.69 $838.50 $63.08

Meals $156.99 $15.50 $460.57 $30.34



Recreation $31.31 $3.78 $172.92 $11.13

Other Purchases $64.08 $14.48 $187.36 $24.43

Total $274.25 $43.90 $1,778.77 $147.48

A 95% confidence interval for total average spending by Utah residents is $274.25 +/-$43.90 (adjusted for finite populations), producing a range of $230.35 to $318.15.

A 95% confidence interval for total average spending by nonresidents is $1,778.77 +/-$147.48 (adjusted for finite populations), producing a range of $1,631.29 to $1,926.25.



B-5. Estimated Total Average Spending per Person2010 and 2011 Comparison

Spending Category

2010Total

Average

2011Total

AverageDollar

Change

Lodging $605.36 $563.91 ($41.45)

Meals $256.50 $359.81 $103.31

Automobile Rental $43.10 $54.89 $11.79

Other Transportation $14.50 $28.42 $13.92

Recreation $167.68 $125.92 ($41.76)

Other Purchases $118.76 $146.44 $27.68

Total $1,205.89 $1,279.39 $73.50

Note: Data for 2010 were obtained from a previous report compiled by BEBR.

B-6. Comparison of Estimated Total Average Spending per PersonUtah Resident and Nonresident Comparison: 2010 and 2011

Spending Category


2010 2011 2010 2011

Lodging $13.73 $11.23 $988.42 $838.50

Meals $175.72 $156.99 $308.80 $460.57



Recreation $128.47 $31.31 $193.06 $172.92

Other Purchases $54.66 $64.08 $160.26 $187.36

Total $376.90 $274.25 $1,742.62 $1,778.77




B-7. Estimated Total SpendingUtah Resident and Nonresident Comparison

Spending CategoryUtah

ResidentsNon

ResidentsGrandTotal

Lodging $170,707 $25,654,746 $25,825,453

Meals $2,386,405 $14,091,600 $16,478,005

Automobile Rental $456 $2,513,461 $2,513,917

Other Transportation $161,283 $1,140,313 $1,301,596

Sporting/Recreation $475,943 $5,290,660 $5,766,604

Other Retail Purchases $974,080 $5,732,467 $6,706,547

Total $4,168,874 $54,423,247 $58,592,121

B-8. Estimated Economic Impacts of Nonresident Spending2010 and 2011 Comparison

Impact Variable 2010 2011 Change


Earnings $27,543,589 $32,384,319 $4,023,692

Jobs 1,163 1,338 144

State Tax Revenue $3,903,628 $4,077,877 $174,249

Local Tax Revenue $1,652,892 $1,798,347 $145,455




C. DEMOGRAPHIC AND ECONOMIC CHARACTERISTICS OFSUNDANCE FILM FESTIVAL ATTENDEES

C-1. Residency of Sundance Film Festival Attendees

Resident of Utah Frequency Percent Number

Yes 157 33.2% 15,201

No 316 66.8% 30,596

Total 473 100.0% 45,797

C-2. County of ResidenceUtah Residents Only

CountyResponseFrequency Percent

Salt Lake 80 51.0%

Summit 35 22.4%

Weber 18 11.5%

Utah 7 4.4%

Wasatch 6 3.8%

All Other 11 7.0%

Total 157 100.0%

C-3. U.S. Residency of Sundance Film Festival Attendees

U.S. Resident ResponseFrequency Percent Number

Yes 431 91.1% 41,730

No 42 8.9% 4,067

Total 473 100.0% 45,797



C-4. Place of Residency of Sundance Film Festival Attendees

State or CountryResponseFrequency

ValidPercent State or Country

ResponseFrequency

ValidPercent

Utah 157 33.2 Nebraska 2 .4

California 77 16.3 North Carolina 2 .4

New York 25 5.3 Tennessee 2 .4

Colorado 14 3.0 Germany 2 .4

Texas 13 2.7 Ireland 2 .4

Illinois 11 2.3 South Africa 2 .4

Washington 11 2.3 France 2 .4

Virginia 10 2.1 Alaska 1 .2

Pennsylvania 9 1.9 Iowa 1 .2

New Jersey 8 1.7 Kansas 1 .2

Florida 7 1.5 Louisiana 1 .2

Washington D.C. 6 1.3 Montana 1 .2

Maryland 6 1.3 Nevada 1 .2

Ohio 6 1.3 New Hampshire 1 .2

Oregon 6 1.3 North Dakota 1 .2

England 6 1.3 South Carolina 1 .2

Idaho 5 1.1 Vermont 1 .2

Massachusetts 5 1.1 West Virginia 1 .2

Wisconsin 5 1.1 Argentina 1 .2

Georgia 4 .8 Brazil 1 .2

Missouri 4 .8 British Columbia 1 .2

New Mexico 4 .8 Canada 1 .2

Australia 4 .8 Denmark 1 .2

Spain 4 .8 Italy 1 .2

Alabama 3 .6 Korea 1 .2

Arizona 3 .6 Mexico 1 .2

Connecticut 3 .6 Russia 1 .2

Minnesota 3 .6 Sweden 1 .2

Wyoming 3 .6 Viet Nam 1 .2

Austria 3 .6 Taiwan 1 .2

Japan 3 .6 Israel 1 .2

Kentucky 2 .4 Jamaica 1 .2

Maine 2 .4

Michigan 2 .4 Total 473 100.0

Note: Foreign countries are highlighted.



C-5. Age of Sundance Film Festival Attendees

AgeGroup

All Attendees Utah Residents Nonresidents

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

Under 18 8 1.7% 4 2.5% 4 1.3%

19 to 25 98 20.8% 39 24.8% 59 18.8%

26 to 35 126 26.8% 36 22.9% 90 28.7%

36 to 45 78 16.6% 25 15.9% 53 16.9%

46 to 55 77 16.3% 23 14.6% 54 17.2%

Over 55 84 17.8% 30 19.1% 54 17.2%

Total 471 100.0% 157 100.0% 314 100.0%

Valid Cases Missing CasesAll Attendees 471 2Utah Residents 157 0Nonresidents 314 2

C-6. Gender of Sundance Film Festival Attendees

Gender


ResponseFrequency Percent



Male 209 44.2% 68 43.3% 141 44.6%

Female 264 55.8% 89 56.7% 175 55.4%

Total 473 100.0% 157 100.0% 316 100.0%

C-7. Educational Attainment Level of Sundance Film Festival Attendees

Maximum Levelof Attainment


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

High School Graduate 90 18.2% 34 22.1 51 16.2%

Bachelor’s Degree 230 49.1% 76 49.4 154 49.0%

Master’s Degree 229 25.4% 33 21.4 86 25.5%

Doctorate 34 7.3% 11 7.1 23 7.3%

Total 468 100.0% 154 100.0 314 100.0%

Note: Category of “High School Graduate “includes individuals still in high school.




C-8. Occupation of Sundance Film Festival Attendees

Occupation


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

Entertainment Professional 105 22.2% 13 8.3% 92 29.2%

Non-entertainment Professional 222 47.0% 78 49.7% 144 45.7%

Press 4 .6% 1 .6% 3 1.0%

Student 54 11.4% 24 15.3% 30 9.5%

Other 87 18.6% 41 26.1% 46 14.3%

Total 472 100.0% 157 100.0% 315 100.0%


C-9. Household Income of Sundance Film Festival Attendees

Occupation


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

Less than $35,000 96 20.6% 44 28.8% 52 16.6%

$35,000 to $49,999 66 14.2% 23 15.0% 43 13.7%

$50,000 to $99,999 105 22.5% 37 24.2% 68 21.7%

$100,000 to $199,999 119 25.5% 33 21.6% 86 27.5%

$200,000+ 80 17.2% 16 10.5% 64 20.4%

Total 466 100.0% 153 100.0% 313 100.0%




D. FESTIVAL STATISTICS

D-1. Number of Days Attending the Sundance Film Festival

Days ofAttendance





1 56 11.8% 29 18.5% 27 8.5%

2 63 13.3% 19 12.1% 44 13.9%

3 70 14.8% 26 16.6% 44 13.9%

4 72 15.2% 15 9.6% 57 18.0%

5 65 13.7% 22 14.0% 43 13.6%

6 38 8.0% 10 6.4% 28 8.9%

7 31 6.6% 11 7.0% 20 6.3%

8 18 3.8% 6 3.8% 12 3.8%

9 9 1.9% 4 2.5% 5 1.6%

10 23 4.9% 6 3.8% 17 5.4%

11 28 5.9% 9 5.7% 19 6.0%

Total 473 100.0% 157 100.0% 316 100.0%

D-2. Summary StatisticsNumber of Days Attending the Sundance Film Festival

AllAttendees

UtahResidents

NonResidents

Mean 4.68 4.43 4.80

Standard Error .131 .235 .157

Median 4.00 4.00 4.00

Standard Deviation 2.84 2.94 2.79

Variance 8.09 8.64 7.79

Valid Cases 473 157 316

Missing Cases 0 0 0



D-3. Number of Intended Screenings

Number ofScreenings


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

0 25 5.3% 9 5.8 16 5.1%

1 52 11.1% 26 16.7 26 8.3%

2 42 8.9% 19 12.2 23 7.3%

3 49 10.4% 18 11.5 31 9.9%

4 43 9.1% 13 8.3 30 9.6%

5 36 7.7% 15 9.6 21 6.7%

6 39 8.3% 9 5.8 30 9.6%

7 35 7.4% 9 5.8 26 8.3%

8 25 5.3% 6 3.8 19 6.1%

9 16 3.4% 4 2.6 12 3.8%

10+ 108 23.0% 28 17.9 80 25.4%

Total 470 100.0% 156 100.0% 314 100.0%


D-4 Summary StatisticsNumber of Intended Screenings

AllAttendees

UtahResidents

NonResidents

Mean 5.58 4.80 5.96


Median 5.00 4.00 6.00

Standard Deviation 3.64 3.59 3.60

Variance 13.25 12.96 12.98


Missing Cases 3 1 2



D-5. Location Where Most Screenings Will Be Viewed

Place


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

Park City 358 75.7% 88 56.1% 270 85.4%

Salt Lake City 54 11.4% 41 26.1% 13 4.1%

Ogden 24 5.1% 19 12.1% 5 1.6%

Sundance 10 2.1% 0 -- 10 3.2%

Not attending 27 5.7% 9 5.7% 18 5.7%

Total 473 100.0% 157 100.0% 316 100.0%

Note: Not attending includes respondents who indicated they would not attend any screenings during the Festival.

D-6. All Locations Where Attendees Will View Screenings

Place


Yes No Yes No Yes No

Park City 87.7% 12.3% 70.9% 29.1% 96.0% 4.0%

Salt Lake City 34.8% 65.2% 45.9% 54.1% 29.2% 70.8%

Sundance 11.2% 88.8% 5.4% 94.6% 14.1% 85.9%

Ogden 10.5% 89.5% 20.3% 79.7% 5.7% 94.3%

Note: Includes only respondents who intended to view screenings.

D-7. Nonresidents Visiting Utah Primarily to Attend the Sundance Film Festival

ResponseFrequency

ValidPercent

Yes 248 79.2%

No 65 20.8%

Total 313 100.0%

Missing Cases: 3



D-8. First Time Visiting Utah (Nonresidents Only)

ResponseFrequency

ValidPercent

Yes 103 32.7%

No 212 67.3%

Total 315 100.0%

Missing Cases: 1

D-9. Prior Attendance at a Sundance Film Festival

Prior Attendance


ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

ResponseFrequency

ValidPercent

Yes 264 56.2% 109 69.4% 155 49.5%

No 206 43.8% 48 30.6% 158 50.5%

Total 470 100.0 157 100.0 313 100.0




D-10. Number of Times Previously Attended

Number of YearsAttended





1 45 17.0% 8 7.3% 37 23.9%

2 39 14.7% 16 14.5% 23 14.8%

3 35 13.2% 10 9.1% 25 16.1%

4 25 9.4% 11 10.0% 14 9.0%

5 20 7.5% 8 7.3% 12 7.7%

6 27 10.2% 15 13.6% 12 7.7%

7 11 4.2% 6 5.5% 5 3.2%

8 6 2.3% 4 3.6% 2 1.3%

9 4 1.5% 2 1.8% 2 1.3%

10 19 7.2% 11 10.0% 8 5.2%

11 6 2.3% 3 2.7% 3 1.9%

12 7 2.6% 2 1.8% 5 3.2%

13 1 .4% -- -- 1 .6%

14 4 1.5% 3 2.7% 1 .6%

15 4 1.5% 1 .9% 3 1.9%

16 2 .8% 1 .9% 1 .6%

17 2 .8% 2 1.8% -- --

18 2 .8% 1 .9% 1 .6%

20 3 1.1% 3 2.7% -- --

23 1 .4% -- -- -- --

25 2 .8% 2 1.8% -- --

Total 265 100.0% 109 100.0% 155 100.0%

Note: Distribution does not include participants who have not previously attended the Festival.



D-11. Summary Statistics Number of Previous Visits

AllAttendees

UtahResidents

NonResidents

Mean 5.49 6.92 4.48


Median 4.00 6.00 3.00

Standard Deviation .497 .462 .501


Missing Cases 0 0 0

D-12. Percent of Attendees Who Plan to Attend aSundance Film Festival in the Future

Return to the Festival





Yes 400 84.6% 152 96.8% 248 78.5%

No 70 14.8% 4 2.6% 66 20.9%

Uncertain 3 .6% 1 .6% 2 .6%

Total 473 100.0% 157 100.0% 316 100.0%



E. RECREATIONAL ACTIVITIES OF SUNDANCE FILM FESTIVAL ATTENDEES

E-1. Nonresident Attendees Who Intend to Visit UtahWithin the Next 12 Months

ResponseResponseFrequency Percent Number

Yes 168 53.2% 16,277

No 144 45.6% 13,952

Uncertain 4 1.3% 367

Total 316 100.0% 30,596

E-2. Number of Accompanying Visitors

NonresidentVisitors

Mean 2.94

Standard Error .289

Median 2.00

Standard Deviation 2.52

E-3. Nonresident Attendees Who Plan to Ski or Snowboard While Attending the Sundance Film Festival

ResponseResponseFrequency Percent Number

Yes 126 39.9% 12,208

No/Uncertain 190 60.1% 18,388

Total 316 100.0% 30,596



E-4. Resorts Where Nonresident Attendees Intend to Ski or Snowboard

Resort Percent Number

AverageNumberof Days

Deer Valley 31.0 3,784 2.0

Park City Mountain Resort 48.4 5,909 1.6

The Canyons 16.7 2,039 1.4

White Pines 4.8 586 1.7

Other Utah Resorts 29.4 3,589 2.0

E-5. Number of Days Skiing or Snowboarding, by Resort

Number ofDays Skiing

Deer Valley Park City The Canyons White PinesOther

Resorts

Percent Percent Percent Percent Percent

0 87.6% 80.7% 93.4% 98.1% 88.3%

1 4.8% 13.0% 4.7% 1.3% 5.7%

2 4.4% 2.8% 1.3% – 3.5%

3 1.9% 2.2% .6% .6% 1.3%

4 .3% .3% -- -- .6%

5 1.0% .6% -- -- .3%

6+ -- .3% -- -- .3%



F. LODGING AND TRANSPORTATION STATISTICS

F-1. Type of Lodging Used by Nonresident Attendees

Lodging TypeResponseFrequency

ValidPercent

Hotel/Motel 115 36.5

Condo Rental 91 28.9

Friends/Family 58 18.4

Private House 27 8.6

Timeshare 15 4.8

Other 9 2.9

Total 315 100.0

Valid Cases 315 Missing Cases 1

F-2. Location of Lodging Used by Nonresident Attendees

LocationResponseFrequency

ValidPercent

Deer Valley/Park City Area 231 73.3

Salt Lake County 54 17.1

Sundance Resort 11 3.5

Ogden Area 8 2.5

Other 11 3.5

Total 315 100.0




F-3. Number of Nights of Lodging(Nonresidents)

Number of Nights

ResponseFrequency

ValidPercent

1 4 1.3

2 12 3.8

3 37 11.8

4 59 18.8

5 55 17.5

6 34 10.8

7 36 11.5

8 13 4.1

9 6 1.9

10+ 58 18.4

Total 314 100.0


F-4. Summary StatisticsNumber of Nights of Lodging(Nonresidents)

NonresidentAttendees

Mean 5.90

Standard Error .147

Median 5.00

Standard Deviation 2.60

Valid Cases 314

Missing Cases 2

F-5. Primary Form of Transportation to Utah to Attend the Festival(Nonresidents)

Mode ofTransportation

ResponseFrequency

ValidPercent Number

Airplane 226 72.0% 22,029

Private Vehicle 43 13.7% 4,192

Rental Vehicle 34 10.8% 3,304

Bus 6 1.9% 581

Other 5 1.6% 490

Total 314 100.0% 30,596




G. ECONOMIC IMPACTS OF SUNDANCE INSTITUTE-RELATED SPENDING

The economic impacts presented here are based on the operational expenditures made by theSundance Institute (Institute) in Utah to produce the 2011 Sundance Film Festival. In developingthese impacts, only the amount of money the Institute spent in Utah was included.

To produce the 2011 Sundance Film Festival, the Institute spent approximately $7.5 million dollars,of which $4.3 million was spent locally. The economic impacts generated by these expenditures areshown below. The detailed spending and impact calculations are presented in Table G-2.

G-1. 2011 Sundance Film FestivalEconomic Impacts of Sundance Institute Spending

Impact TypeDirect Impacts

Indirect and Induced Impacts

Total EconomicImpacts


Earnings $1,393,567 $2,032,231 $3,425,798

Jobs 232 66 298

G-2. 2011 Sundance Film FestivalDetailed Economic Impacts of Sundance Institute Spending

Industry

Sector

Adj. Utah

Spending

Earnings

Coefficient

Earnings

Impact

Jobs

Coefficient

Jobs

Impact

Value

Added

Coefficient

Value

Added

Impact

Construction $326 .7834 $255 22.29 .01 1.21 $420

Printing Services $31,354 .6277 $19,681 16.75 .53 1.04 $34,887

Retail Trade $12,901 .6530 $8,424 23.64 .30 1.21 $16,681

Air Transportation $4,272 .6927 $2,959 15.92 .07 1.10 $5,013

Ground Transportation $145,529 .7584 $110,369 26.14 3.80 1.10 $170,371

Insurance $10,564 .6896 $7,285 18.49 .20 1.21 $13,682

Property/Equipment Rental $823,663 .4663 $384,074 12.98 10.70 1.15 $1,015,247

Advertising/Public Relations $2,248 .8319 $16,844 20.37 .41 1.31 $28,343

Business Services $72,292 .8319 $60,140 20.37 1.47 1.31 $101,194

Professional/Technical Srvcs. $430,579 .8319 $358,198 20.37 8.77 1.31 $602,724

Accommodations/Lodging $536,381 .6101 $327,246 22.74 12.20 1.18 $677,664

Food and Beverage $282,014 .6596 $186,016 32.96 9.30 1.15 $346,059

Wages/salaries $1,393,567 .3952 $550,738 13.04 18.18 .83 $1,163,768

Totals $3,763,690 $2,032,231 65.94 $4,176,053

Direct Wages/Salaries: $1,393,567 Direct Employment: 232Indirect and Induced Earnings: $2,032,231 Indirect and Induced Employment: 66Total Earnings Impact: $3,425,798 Total Employment Impact: 298



Economic Impacts: Measures and Definitions Economic impacts are the changes in the size and structure of a region’s economy that occur whengoods and services are purchased from vendors within the region with money generated outside theregion. In the strictest interpretation, economic impacts occur only when “new” money enter theregional economy and is then spent locally. Such an inflow has the potential to expand the size andstrength of the region’s economy. Money spent outside the region is considered “leakage” and doesnot generate economic growth within the region. Likewise, purchases of goods and services by localresidents from local vendors do not increase the economic base of the region; they simply reshufflethe existing resources.

Input-Output ModelsVarious models have been built to evaluate the economic impacts that occur with changes in regionalexports. The key inputs to these models are the direct impacts, which are the spending injectionsinto the community when goods produced locally are sold outside the region. One of the mostcommonly used models for regional impact analysis is the single region input-output (I-O) model.

I-O models capture business-to-business purchases within a region. If an export base industrypurchases raw materials, equipment or other inputs from local producers, this effectively increasesthe size of the region’s export base; these are the indirect effects. These inter-industry linkages arecaptured in an I-O model. I-O models also capture induced spending generated when householdssupported by the direct and indirect activities purchase goods and services within the region. I-Omodels simultaneously describe the demand and supply relationships between industries by showingthe final demand for goods and services and the inter-industry transactions required to satisfy thatdemand.

Using the construction industry as an example, an I-O model would identify all industries thatprovide goods and services to the construction industry. The I-O model also shows the value ofgoods and services provided by each industry directly to the construction industry as well as allindustries that are indirect suppliers to the initial supplying industries. These interactions continueuntil the value of supplies from all producing sectors that provide goods and services to the directsuppliers of the construction industry have been accounted for. This is called the “multiplier” effect.

RIMS IIRIMS II is the updated version of the Regional Input-Output Modeling System developed by theU.S. Department of Commerce, Bureau of Economic Analysis (BEA) in 1970. RIMS II is based onan accounting framework called an input-output table, which shows the input and output structure ofapproximately 500 industries in the U.S. The BEA’s regional economic accounts are used to adjustthe national I-O table to show a region’s industrial structure and trading patterns.3 RIMS IImultipliers can be estimated for any region in the U.S. that is composed of one or more counties, andfor any industry or group of industries in the national I-O table.

2 “Regional Input-Output Modeling Systems”, U.S. Department of Commerce, Bureau of Economic Analysisavailable at www.bea.doc.gov/bea/regional/rims.



The impact effects produced using RIMS II are the net changes in value added, earnings andemployment that occur when new dollars flow into a region and are then spent locally. The impactsrepresent the increase in the existing economic base of the region under study.

Estimating Fiscal ImpactsThe fiscal impacts provided in this analysis were derived two ways. The fiscal impact of visitorsspending was estimated by applying the appropriate sales and use tax and other tax rates to totalspending. The impact on state income tax was estimated by applying an “average tax” rate or 3.75%to the earnings estimate. The average tax rate was estimated using personal income data from theU.S. Department of Commerce, Bureau of Economic Analysis and income tax collections for thestate of Utah as reported in the most current issue of State and Local Government Finances published bythe U.S. Census Bureau.

The fiscal impacts of spending by the Sundance Institute was estimated by quantifying therelationship between earnings in the state of Utah and selected state and local tax collectionsExpressed as a ratio representing the effective state and local tax rates, the derived ratio was appliedto the total earnings impacts. The effective state rate used in this analysis was 8.65 percent. Theeffective local rate was 1.98 percent.

The fiscal impact estimates for Sundance Institute spending are conservative. Using an effective taxrate methodology to calculate fiscal impacts assumes that state and local taxes are directly related toearnings. While this assumption holds with respect to state income tax, and to a lesser degree, salestax, the relationship between earnings and other taxes, such as property tax, is less obvious; i.e. anincrease in earnings may not affect property tax revenue or other tax revenue. Thus property tax andselected other taxes were not used in estimating the effective state and local tax ratios.

Definitions Used in This ReportConceptually, economic impacts fall into three categories: direct, indirect and induced. The type ofimpacts generated include value added, earnings and jobs. These terms are defined below:

Direct Effects. The direct effects include (1) purchases of goods and services from localsuppliers, and (2) wage and salary payments to employees.

Indirect Effects. The indirect effects are the additional business sales, jobs and incomegenerated by direct purchases of goods and services from local suppliers. The purchases ofthese suppliers create subsequent rounds of spending, which when added to the initialsuppliers’ purchases represent the total indirect effects.

Induced Effects. The induced effects result when employees of the company making thedirect purchases and employees of suppliers spend their earnings.

Gross State Product/Value Added. The additional value of a commodity over the cost ofthe commodities used to produce it from the previous stage of production. Value added is,conceptually, equivalent to Gross State Product (GSP).



Earnings. Earnings are the sum of three components of personal income—wage and salarydisbursements, supplements to wages and salaries, and proprietor’s income.

Jobs. Jobs generated using RIMS II include both full-time and part-time workers as well asthe self-employed.

Documents

O:SundanceSundance 2011Sundance Film Festival 2011 Final€¦ · • An estimated 45,797 people attended the Sundance Film Festival in 2011, an 11 percent increase over the 2010 attendance