Disciplines

Business | Economics

Abstract

The World of Winter 2025 festival (WoW) is estimated to have generated or supported economic benefits for the city of Grand Rapids in the following ways:

  • The total economic impact on the Grand Rapids area is estimated at $38 million in economic output, supporting 335 jobs.
  • The total annual fiscal impact (tax revenue) of WoW is estimated at $311,000 for municipalities and $238,000 for Kent County.
  • WoW attracted 2.3 million visitors, with 67% visiting from outside the local region.
  • 44% of local visitors and 55% of all nonlocal visitors stated that WoW was their primary reason for visiting the area.
  • Direct spending of all visitors is estimated at $48 million, with nonlocal visitors spending $38 million (80%).
  • 92% of the visitors agreed that the festival inspires a sense of pride in the community. Approximately 33% would have traveled to a different community to attend a similar event if the festival was not available.

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