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Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
The Economic Impacts of Visitor
Spending and Whitewater Rafting
on the Ocoee River, 2012
Steve Morse, Ph.D.
Economist & Associate Professor
Dept. of Retail, Hospitality &
Tourism Management
University of Tennessee
Knoxville, TN
(865) 850-9319
Presentation Agenda – 3 Topics
About the Ocoee River whitewater econ impact study 1.
Results of the Economic Impact of Visitor Spending Rafting the Ocoee River
2.
3. Importance of Ocoee River to Economic Development
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Top 10 Tennessee Counties for Tourist Spending, 2010
1) Davidson Co. (Nashville) $3.8 Billion
2) Shelby Co. (Memphis) $2.9 Billion
3) Sevier Co. (Sevierville,
Pigeon Forge, Gatlinburg) $1.5 Billion
4) Knox Co. (Knoxville) $812 million
5) Hamilton Co. (Chattanooga) $810 million Source: TN Dept. of Tourist Dev. & U.S. Travel Association
Top 10 Tennessee Counties for Tourist Spending, 2011
1) Davidson Co. (Nashville) $4.2 Billion
2) Shelby Co. (Memphis) $3.0 Billion
3) Sevier Co. (Sevierville,
Pigeon Forge, Gatlinburg) $1.5 Billion
4) Hamilton Co. (Chattanooga) $893 million
5) Knox Co. (Knoxville) $884 million
Source: TN Dept. of Tourist Dev. & U.S. Travel Association
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Presentation Agenda – 3 Topics
About the Ocoee River whitewater econ impact study 1.
2.
3.
We surveyed whitewater rafters on the Ocoee River …
• Between June and September 2012
• Asked how much they spent on rafting, lodging, food and beverage, retail, transportation while on their trip
• Resulted in 647 complete surveys representing 3,118 rafters (multiple people in groups)
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Area of Economic Impact 60 mile circle around Ocoee River
Area of Economic Impact 60 mile circle around Ocoee River
30 Counties 14 Tennessee Co. 13 Georgia Co. 3 North Carolina Co.
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Presentation Agenda – 3 Topics
1.
Results of the Economic Impact of Visitor Spending Rafting the Ocoee River
2.
3.
U.S. Perspective: Origin of Residence of Ocoee River Whitewater Rafters, 2012
U.S. Perspective
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Southeast Perspective: Origin of Residence of Ocoee River Whitewater Rafters, 2012
Southeast Perspective
Ethnicity Percent White/Caucasian 84.5% African American 7.6% Hispanic 4.5% Asian 2.5% Other 0.8% TOTAL 100%
Ethnicity of Ocoee Whitewater Rafters in 2012 User Survey
Source: Survey of Ocoee River Whitewater Rafters, 2012; Dr. Steve Morse & Eric Beckman, University of Tennessee
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Gender of Ocoee Whitewater Rafters in 2012 User Survey
Gender Percent
Female 52.7%
Male 47.3%
TOTAL 100%
Source: Survey of Ocoee River Whitewater Rafters, 2012; Dr. Steve Morse & Eric Beckman, University of Tennessee
Age of Ocoee Whitewater Rafters in 2012 User Survey
Age Percent
18-25 33.9%
26-35 23.9%
36-45 17.8%
46-55 18.4%
Over 55 6.0%
TOTAL 100% Source: Survey of Ocoee River Whitewater Rafters, 2012; Dr. Steve Morse & Eric Beckman, University of Tennessee
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Origin Distance of Ocoee Whitewater Rafters in 2012 User Survey
Origin Distance Percent
Day trip originating from within 60 miles
of Ocoee River 11.4%
Day trip originating from outside 60 miles
of Ocoee River 47.2%
Overnight trip & stayed within 60 miles
of Ocoee River 41.4%
TOTAL 100% Source: Survey of Ocoee River Whitewater Rafters, 2012; Dr. Steve Morse & Eric Beckman, University of Tennessee
Direct spending by visitors whitewater rafting in 2012 was $26.83 million injected into the
30 county local economy • Representing mostly direct spending for:
Rafting & associated fees Lodging, hotels, cabins, campgrounds Food & beverage Transportation Retail spending, souvenirs
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Average spending per person $112.42
Category Per Person Spending
Rafting Trip & Fees (per person) $38.60
Lodging (per person) $27.45
Food & Beverage (per person) $21.80
Transportation (per person) $15.27
Retail, souvenirs, etc. (per person) $9.30
TOTAL (per person) $112.42 Source: Survey of Ocoee River Whitewater Rafters, 2012; Dr. Steve Morse & Eric Beckman, University of Tennessee
Ocoee River Economic Impacts by the Numbers, 2012
622 Jobs Total number of full-time, full year jobs generated by
visitor spending
rafting the Ocoee River
$43.83 million
Total economic activity
generated by visitor
spending rafting the Ocoee River
$14.12 million
Total worker paychecks
generated by visitor
spending rafting the Ocoee River
$3.57 million
Total fed, State & local taxes generated by
visitor spending
rafting the Ocoee River
229,542 Visitors to the Ocoee River Total number visitors rafting on the Ocoee River in 2012, and the
spending from these visitors generated …
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
These 622 tourism jobs will NEVER be exported to
another country
How have Polk Co. Employment Trends Changed From 2001 to 2011?
Industry (% of total jobs) 2001 2011
Tourism & Hospitality 25.2%
Manufacturing 23.1%
Retail & Wholesale Trade, Transportation, Utilities
19.3%
Education & Health Services 12.1%
Financial Activities 8.6%
Prof. & Business Services 3.8%
Source: U.S. Dept. of Commerce, Bureau of Labor Statistics; and Dr. Steve Morse, Economist, University of Tennessee, Knoxville
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
How have Polk Co. Employment Trends Changed From 2001 to 2011?
Industry (% of total jobs) 2001 2011
Tourism & Hospitality 25.2% 36.0%
Manufacturing 23.1% 10.6%
Retail & Wholesale Trade, Transportation, Utilities
19.3% 22.7%
Education & Health Services 12.1% 14.6%
Financial Activities 8.6% 5.1%
Prof. & Business Services 3.8% 4.6%
Source: U.S. Dept. of Commerce, Bureau of Labor Statistics; and Dr. Steve Morse, Economist, University of Tennessee, Knoxville
1 out of every 3 jobs (or 36%) in Polk Co. are in the hospitality and
tourism industry
Source: U.S. Dept. of Commerce, Bureau of Labor Statistics; and Dr. Steve Morse, Economist, University of Tennessee, Knoxville
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Presentation Agenda – 3 Topics
1.
2.
3. Importance of Ocoee River to Area Economic Development
Measures of “Quality of Life” attracting next generation of innovators & entrepreneurs
Last 30 years Quality of Life
Low Home Prices
Good Schools
Low Tax Rates
Low Crime Rate
Available Transp
Next 30 years Quality of Life
Diverse Cultures
Natural Resources
Sense of Community Open Space &
Greenways
Recreation Activity
+ Plus
+ Plus
+ Plus
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
Today’s Visitor
could be ….
Tomorrow’s Business Investor
At the Ocoee River, the TN Aquarium, Chattanooga Riverfront, or Cleveland
…
Tourism Econ Dev
Perfect Fit: Tourism and
Economic Development
Economic Impact of Visitor Spending & Whitewater Rafting on the Ocoee River Press Conference Presentation – Chattanooga Convention Center
Dr. Steve Morse, Economist, University of Tennessee, Knoxville, TN May 22, 2013
Dr. Steve Morse, Economist Dept. of Retail, Hospitality and Tourism Management
University of Tennessee – Knoxville Ph: (865) 850-9319; [email protected]
In closing, Ocoee River Economic Impacts by the Numbers, 2012
622 Jobs Total number of full-time, full year jobs generated by
visitor spending
rafting the Ocoee River
$43.83 million
Total economic activity
generated by visitor
spending rafting the Ocoee River
$14.12 million
Total worker paychecks
generated by visitor
spending rafting the Ocoee River
$3.57 million
Total fed, State & local taxes generated by
visitor spending
rafting the Ocoee River
229,542 Visitors to the Ocoee River Total number visitors rafting on the Ocoee River in 2012, and the
spending from these visitors generated …
