While the sixth annual Sandcastle Festival on the Cobourg beach comes July 30-31, 2011, the 2010 festival yielded some surprising numbers.

Events co-ordinator Lara Scott appeared at council this week to offer a report on the economic impact of last year’s event that has become one of the most popular sand festivals in Ontario.

“About six years ago, we were looking for a new event for Cobourg that would be artistic, creative and appealing to all ages,” Scott said.

“It’s a national Pinnacle Award winner and one of the top 100 events to visit in 2009 and 2010.”

In partnership with the Trillium Foundation, Enigma Research, and Festivals and Events Ontario, they did an economic-impact survey last year. Using Ontario’s Tourism Regional Economic Impact Model, a number of statistics were gleaned from the 2010 Sandcastle Festival:

* It attracted 7,000 unique visitors, 5,110 of whom came from more than 40 km. away. Of that latter number, the average length of stay in the region was 2.2 nights.

* Of those in attendance, 60% were female. Just over 44% of those in attendance were aged 35-44. Sixty per cent were families with children, and 11.6% were single with children.

* One-quarter of those attending came from households with an annual income of at least $100,000.

* An estimated $349,000 in new spending was generated, including $250,390 on accommodations, $41,391 on food and beverages, and $19,929 on gas purchases and parking (including parking tickets).

* Local residents spent $81,000, which is not considered an economic impact but does indicate the level of local support.

* Event-related spending supported the equivalent of five full-time jobs.

* Tax revenue produced at all three levels of government totalled $135,884.

Along with the economic impact, Scott said, it’s a festival everyone can enjoy.

“The art and sand sculptures are different every year. When the families go home, I find we have an older demographic that come down because of the art and creativity, and maybe 1,000 people come back at night to see the movie on the beach.

” There’s never been any damage in all these years. People are very protective of the sculptures because they enjoy them and because they are art.”

The 2011 event will have nine master sculptors (up from four the first year) and their maximum capacity of 56 amateur teams competing (up from 26 the first year). There will also be a live disc jockey on the beach, a scavenger hunt, inflatable park and the Saturday night movie on the beach (Yogi Bear), plus sculpting lessons from some of the pros.

“I have come down every year, and it’s fascinating to watch — especially the master builders, the way they get the detail into all their sculptures. It’s worthwhile to visit just to see that,” Mayor Gil Brocanier commented.

Councillor Donna Todd asked what thought had been given to ensuring the Victoria Park beach infrastructure is ready for those kinds of numbers. Extra washrooms are being considered, Scott said, and the possibility of shuttle buses to the beach from a number of locations such as Northumberland Mall and Donegan Park.

“If you have a good plan in place and advertise it well, people do use those services,” Scott said.

“As we grow, we are learning each year more of what we need to do.”

via Sandcastle Festival generated $349,000 in new spending – Northumberland Today – Ontario, CA.