Using hotel capacity to estimate direct economic impact: A study of the 2003 Southwest Airlines Gasparilla Pirate Fest, Tampa, Florida

The primary purpose of this study was to examine the 2003 Southwest Airlines Gasparilla Pirate Fest event held in Tampa/Hillsborough County, Florida during January 31 (Friday) through February 2 (Sunday), to estimate the total number of Gasparilla visitors and to assess the event's direct economic impact on the Tampa/Hillsborough County area. With no actual attendance figures obtained through regular channels (e.g., tickets sold), this study attempted to measure the number of visitors flowing in and out of the Hillsborough County area for the event by applying the Capacity Utilization Model. The study found that a total of $21.83 million was injected into the Tampa/Hillsborough County as a result of the Gasparilla Pirate Fest event during the first weekend of February, 2003. Attendees using hotels and motels during the event spent the most on a daily basis ($293.00) and had the greatest impact on the region with a total contribution of $9.79 million to the Tampa/Hillsborough area, accounting for 44.8% the total spending of all visitors. Day visitors had the lowest per day spending ($90.55), but constituted over 55.6% of the Gasparilla Pirate Fest-related visitor population, and contributing $2.77 million in expenditures. Attendees using campground accommodations contributed the least economic impact on the region ($1.47 million). The study documented that party size and length of stay are critical variables to creating economic impact. The study found that the Gasparilla Pirate Fest event generated nearly 26% of all spending through visitor admission fees, special event fees and entry fees to area attractions as a result of visiting the area to attend the Gasparilla Pirate Fest event.