Celtic Colours generates millions of dollars for Cape Breton economy in 2009

[Celtic Colours International Festival]

FOR IMMEDIATE RELEASE – JANUARY 11, 2010

Celtic Colours generates millions of dollars for Cape Breton economy in 2009

(Sydney, NS) In a year that, by all accounts, wasn’t expected to make a
strong showing in the tourism industry, Celtic Colours International
Festival bucked the trend. The Festival’s unique combination of culture,
heritage, history and scenery, bolstered by new investment and marketing
initiatives, found new audiences and increased visitorship to the island,
resulting in a $5.5 million economic impact on Cape Breton Island in 2009.

“A good portion of the credit for this success goes to ECBC and The Nova
Scotia Department of Tourism, Culture and Heritage,” says Mary Pat
Mombourquette, Business Director. “These partners funded new marketing
initiatives that allowed us to reach a broader international audience.”

Dan Coffin, Marketing Manager, says this investment in new marketing
initiatives enabled Celtic Colours to take advantage of new technology and
social networking tools like Facebook, Twitter, and YouTube.

“With all the attention that was being given to the economic downturn in
2009,” says Coffin, “we knew it was more important then ever to go further
to reach our niche audience and provide them with the resources they need in
order to make the decision to attend our festival.”

As a result of this outreach, more audience members came from off-island in
2009 than in 2008, more shows sold out, and more than half of all tickets
purchased at the Box Office were purchased by customers off-island with
ticket-buyers traveling from more than twenty countries to attend Celtic
Colours.

“During a global economic downturn, more off-island visitors chose to spend
their leisure dollars at Celtic Colours International Festival than ever
before,” says Mombourquette. “This increased our economic impact on the
island by over a million dollars as compared to 2008.” The Festival
typically contributes between 4 and 5 million dollars to the economy each
year.

The economic impact is calculated from data collected at concerts and ticket
sales. Ballots collected at each show provide the geographic breakdown of
the audience. Audience surveys supply the amount of money audience members
report spending while at the Festival. An average expenditure per person is
calculated according to the geographic region from which they have traveled.
That dollar value is multiplied by the number of attendees from that region
and all regions resulting in the economic impact of the Festival.* *

The impact of the festival goes well beyond visitor expenditures though.
Celtic Colours put over $100,000 back into community venues in 2009 and
another $45,000 was realized by the groups who hosted more than 290
community cultural activities. One hundred twenty-six non-profit
organizations throughout the island partnered with Celtic Colours to get
directly involved in the festival. Richmond County jumped on board in 2009
with a wide range of activities in addition to their concerts. The result
was that visitors stayed several days in the area and the hotel and
restaurants were full.

And while the Festival’s role in the economy of Cape Breton Island is
certainly very important, it’s the immeasurable aspects of the Festival that
will ensure its long-term sustainability. Artistic Director Joella Foulds
notes that while the new marketing initiatives implemented this year help to
spread the word about the Festival, it is the quality of the event, and its
unique setting, that has allowed it to maintain its strong reputation over
the past thirteen years.

“Our marketing was successful as a long term strategy,” says Foulds,
“because we delivered the programming that we promised and that people
really enjoyed. Top quality artists and performances were flanked by
interesting and engaging daytime activities. What is unique about 
Celtic
Colours is that people feel that they have experienced the
 culture of the
island, not just great concerts. That keeps them coming 
back.”

For a sampling of what the Festival had to offer in 2009, visit
www.celtic-colours.com to see the newly launched 2009 highlight video. And
stay tuned for information on Celtic Colours International Festival 2010,
taking place October 8-16.

- 30 -
For interviews or more information, contact Joella Foulds or Mary Pat
Mombourquette, 902-562-6700.
-- 
-------------------------------------------------------
Dave Mahalik - Information Officer
Celtic Colours International Festival
850 Grand Lake Road, Suite 8
Sydney, NS
B1P 5T9
902 562 6700
www.celtic-colours.com
-------------------------------------------------------