Austin_Symphony_Tourism_Impact_Presentation_July 9, 2025 — original pdf
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TOURISM ECONOMIC IMPACT OF THE ASO Austin Tourism Commission Meeting | July 9, 2025 PROVEN ORCHESTRA TOURISM IMPACT National Success Models Pittsburgh Symphony $125M Economic Impact 4:1 ROI ($33M budget) 1,900 Jobs Created Boston Symphony $261M Economic Impact 2,400 Jobs Supported Statewide Impact ✓ Downtown Venues ✓ Tourism Partnerships ✓ Community Engagement CLASSICAL MUSIC'S CULTURAL RESURGENCE The Newcomer Phenomenon 46% Under-35s MORE ENGAGED than parents (65% vs 57%) Source: Royal Philharmonic Orchestra 2024 Audience Report AUSTIN SYMPHONY'S CURRENT TOURISM IMPACT Hidden Economic Engine Bastrop (44) Pflugerville (202) Georgetown (197) Cedar Park (210) Round Rock (304) Leander (193) San Marcos (72) San Antonio (78) 2,879 Tickets Texas (50+ miles) 264 Tickets | National Visitors Key Tourism Markets: • Major suburbs: Round Rock (304), Cedar Park (210), Georgetown (197) • Regional cities: San Antonio (78), San Marcos (72) • National reach: CA (42), NY (22), PA (14) ECONOMIC MULTIPLIER EFFECT How Orchestra Tourism Works 3,143 TICKETS (Out of Area) $184 avg Ticket → RIPPLE EFFECT HOTEL + DINING + SHOPPING + TRANSPORT → TOTAL IMPACT $400+ TOTAL ECONOMIC ACTIVITY TOURIST PROFILE • Stay 22% longer • Spend 38% more • Higher repeat visits • 81% college-educated • 55% earn $100K+ GEOGRAPHIC BREAKDOWN: • 2,879 Texas visitors (50+ miles from Austin) • 264 National visitors (42 CA, 22 NY, 14 PA) • International visitors AUSTIN'S MUSIC TOURISM OPPORTUNITY From Classical to Live Music Capital AUSTIN TOURISM ECONOMY $8.2 BILLION ANNUALLY 114 Years Austin's Oldest 200,000+ People Reached 25,000 Students Served Downtown Long Center GROWTH VISION: POPS PROGRAMMING Doubling Our Tourism Draw CURRENT SUCCESS ──────────► 2025-26 STRATEGY Highest grossing films 2X Movie Concerts Out-of-City Draw Enhanced Tourism Appeal FAMILY-FRIENDLY programming extends visitor stays ACCESSIBLE entry point for newcomers (54% of audiences) KNOWN SUCCESS attracting out-of-city audiences GROWTH VISION: BIG NAME PARTNERSHIPS Live Music Capital Integration ROCK & ROLL CLASSICAL ASO: IN THE THICK OF IT ALL HIP-HOP COUNTRY FROM: "Austin's oldest live music" TO: "Vibrant and in the thick of it all" Programming Examples: • Orchestra + Rock collaborations • Hip-hop crossover events • "Music for All" inclusive model PARTNERSHIP FRAMEWORK How We Work Together ASO PROVIDES TOURISM PARTNERS GAIN Proven tourism draw (3,000+ out of area tickets) Authentic cultural experiences that extend visitor stays High-value tourists (2x local spending) Superior spending tourists (38% more per day) 200,000+ annual reach Year-round programming Historic credibility + Cultural tourism marketing modern commercial approach content & authenticity TOURISM PARTNERSHIP POTENTIAL Infrastructure Investment Opportunities HOTEL PARTNERSHIPS Package deals DIGITAL MARKETING Cultural tourist targeting VISIT AUSTIN Cultural itineraries VENUE PARTNERSHIPS Multi-day experiences CONCLUSION: THE BEGINNING 114 Years Strong, Just Getting Started Austin Advantage: • Music tourism growing 14.5% annually • Cultural tourism meets authentic music scene • 114 years of credibility + modern commercial approach Live Music Capital + 114-Year Classical Heritage = UNIQUE POSITION QUESTIONS & DISCUSSION Justus Zimmerman CEO & Executive Director Austin Symphony Orchestra jzimmerman@austinsymphony.org austinsymphony.org 512.476.6064 ext. 1203 Thank you for building Austin's cultural tourism future.