<< Back 7/10/02 Study pegs Folkmoot’s impact at $4 million SMN Folkmoot USA has recently learned that it had a positive economic impact last year of almost $4 million, according to an economic development study conducted by the Institute for Tourism at Western Carolina University. The results of the study, which was commissioned by the Folkmoot Board of Directors, shows that the festival’s importance to the area is more than just cultural and educational. “Survey results show that Folkmoot is something people come back to. The ability to draw visitors back to the region for repeat trips speaks to the significance of this event,” stated the report. The report surveyed 522 respondents who attended Folkmoot events last year. It also compiled statistics from the estimated 22,500 who attended International Festival Day, the 6,000 who attended the Parade of Nations, the 36 free performances for community groups which attracted around 8,850, the 11 private performances that attracted 7,200, and the 9,044 people who bought tickets to paid performances. Folkmoot generated almost $350,000 annually in taxes to local, state and federal governments and creates the equivalent of 42 jobs, the study showed. Folkmoot attendees tended to be older, well educated, with above average incomes, ac-cording to the study. About 25 percent at-tending ticketed events had a combined yearly income of $40,000-$59,000, with 21 percent earning $60,000-$79,000. About 14 percent earned $80,000-$99,000 and 12.3 percent earned $120,000 or more. Participants in the study were asked to cite their purpose for being in the study area. Fifty-seven percent said attending Folkmoot was their primary purpose for traveling to the region. Of the total surveyed, 74 percent had attended a Folkmoot performance previously and were drawn to the festival again. Visiting parties stayed an average of five nights, multiplying the economic impact on the area, the report stated. The study revealed that Folkmoot had a direct sales impact of $2.1 million throughout the region and a value-added impact of $1.3 million. Those Most people find out about the Festival by word of mouth, according to the results. Forty-seven percent of respondents had heard about the festival from someone else, while 38 percent found out about it through newspapers. Television, magazines, the Internet and radio — in that order — were next in line for letting people know about the festival. “We know we are not spending enough on advertising and marketing because we simply do not have it to spend,” said Jackie Bolden, Folkmoot executive director. “However, the fact that people are telling other people how wonderful the festival is pleases all of us and confirms that people are happy with Folkmoot USA. This tells us we are doing something right.” The study confirms that Folkmoot is a significant event for the region, officials said. “We are very pleased to have this study completed,” said Folkmoot President George Escaravage, “and have known there was a need for it for a few years. The results were not startlingly different, other than our impact has grown, from the one of more than 10 years ago. We still draw from the Southeastern area first, then from other areas. This reflects the areas where Folkmoot has donors, whom we call Friends of Folkmoot, and also agrees with a report that American Express provided based on ticket sales made using their credit card.”