Professional Documents
Culture Documents
Roadmap
Background Study Overview Survey Results Patrons Survey Results Business Owners
Financial Analysis
Final Recommendations
Background
The DC Caribbean Carnival, Inc. was started to celebrate Caribbean culture in Washington
Background
DC CARNIVAL is centered on Georgia Avenue in the District of Columbia.
Study Overview
DC Caribbean Carnival, Inc. charged the Howard University School of Business (HUSB) to quantify
A survey of event attendees focusing on the specific economic contribution to the District of Columbia. A survey of local small businesses focusing on the economic revenues earned during that event. An economic impact assessment, which involves an evaluation of the direct contribution of the carnival attendees on the District of Columbia.
CARNIVAL.
Estimate of the incremental sales tax revenues generated by 2011 Annual DC CARNIVAL. Estimate of the business revenues generated by 2011 Annual DC CARNIVAL. Estimate of the incremental business tax generated by 2011 Annual DC CARNIVAL.
50 business owners
Survey
Hard copy survey administration
No financial compensation Participants entered to win an Apple iPad
Survey Results
Key results summarized for patron survey and business owner survey.
28.3%
Yes No
71.7%
More than $400 $301 to $400 above $400 $301 to $400 $201 to $300 $101 to $200
0.0%
0.0% 0.0% 0.0% 2.0% 2.0% 2.0% 2.0%
$10 or less $11 to $25 $26 to $50 $51 to $75 $76 to $100 $101 to $200 $201 to $300
$76 to $100
$51 to $75 $26 to $50 $11 to $25 $10 or less 0.0%
$301 to $400
20.4%
32.7% 38.8% 20.0% 40.0% 60.0%
8.2%
Help Hurt
91.8%
100.0%
Completely dissatisfied
10
15
20
Financial Analysis
Includes the following analyses:
Cost Benefit Analysis
Carnival Estimated Patron Total Expenditure and Generated Sales Taxes by Number of Attendees
The Caribbean Carnival provides increasing returns scale to the Washington, DC economy on a whole.
Number of Attendees Number of Patrons by Category Family and Friends Group Individual Total Patrons Average Household Size, DC 111,839 72,836 80,000 264,675 2.21 83,879 54,627 60,000 198,506 2.21 55,919 36,418 40,000 132,337 2.21 400,000 300,000 200,000
Average Expenditure
Total Expenditures Cost- Benefit Ratio Sales Taxes Generated @ 6% Tax Rate
81.75
81.75
81.75
$ 21,637,166 $ 37.02
$ 1,298,230
$ 751.52
100 200 300 400
$ 75,152
$ 150,304
$ 225,456
$ 300,608
Final Recommendations
The DC Caribbean Carnival provides significant economic value to the Washington, DC economy. Additional key recommendations are
highlighted:
Final Recommendations
1. To encourage the expansion of the Carnival, advertising of the event earlier and using larger
materials promoting the Carnival as well as activities chosen to supplement the Carnival should bear this in mind.
Final Recommendations
3. This is an opportunity for corporate sponsorship. Corporations with a local presence should be made aware of the opportunities available to sponsor the DC Carnival and support this cultural event in the District. 4. Attendees are spending the majority of their money on food and beverage items. Getting additional vendors to
Final Recommendations
5. The age group of Carnival participants is on average between 18 and 45. The Carnival might be
Final Recommendations
7. Extending the parade route could be of great benefit to attendees and businesses.
Final Recommendations
9. Viral marketing campaigns should be a key method of event advertising moving forward. 10. Working with the local businesses before the event is essential.