KeyArena
Economic Impact Assessment
William B. Beyers
Department of Geography
University of Washington
Seattle, WA 98195-3550
GMA Research Corporation
11808 Northrup Way
Bellevue, WA 98005
Final February 21, 2006
A Report Prepared for Seattle Center
KeyArena had 1.1 million visitors in the year 2005. These people spent $118 million in relation to their visits to KeyArena. KeyArena is also home to a number of businesses and is used by many touring groups. These businesses had revenue from their business activity of $121 million in the year 2005. Almost $50 million of this revenue came from tickets and admissions to events or performances that took place at KeyArena.
The spending of KeyArena visitors and businesses created $350 million in business activity, 3,252 jobs, and $102 million in labor income in King County in the year 2005. In addition, state and local governments received $13.3 million in tax revenues as a result of this business activity at KeyArena. An estimated 591 people are directly employed by businesses at KeyArena. Most of these are part-time or seasonal / temporary employees, but 35% (206) have full-time employment.
KeyArena is an important tourist destination, with about 43% of its visitors coming from outside King County. Most of these people make their trips primarily to go to sporting events or concerts at KeyArena. Their spending, plus the income that businesses at KeyArena receive from sources other than visitors from outside King County, results in economic impacts that would not occur if KeyArena were not located here or if businesses located at KeyArena were not in King County. These economic impacts are referred to as “new money” impacts. New money impacts at KeyArena yielded $165 million in business activity, 1,572 jobs, $47 million in labor income, and $6.5 million in tax revenues in the year 2005. The table below summarizes the total economic impacts and total “new money” impacts of the KeyArena.
|
Total Economic Impacts |
|
|
Total Economic Output
($millions) |
$ 353.3 |
|
Employment – No. of Jobs |
3,252 |
|
Labor Income ($millions) |
$102.1 |
|
|
|
|
Tax Impacts ($ millions) |
|
|
State |
$7.9 |
|
Local |
$5.5 |
|
Total ($millions) |
$ 13.3 |
|
New Money Economic
Impacts |
|
|
Total Economic Output
($millions) |
$ 164.6 |
|
Employment – No. of Jobs |
1,572 |
|
Labor Income ($millions) |
$47.3 |
|
|
|
|
Tax Impacts ($ millions) |
|
|
State |
$3.7 |
|
Local |
$2.7 |
|
Total ($millions) |
$ 6.5 |
A typical group of visitors to KeyArena was composed of two or three people. Over 98% made their visit to Seattle primarily to visit KeyArena. They are roughly evenly split between men and women, and encompass all age categories. They are primarily working full-time or are self-employed, but include retired people, those not working, students, and other classes of people. They tend to be middle-income people, with household income between $60,000 and $75,000, and come from households with an average of 2.8 persons. Local visitors to KeyArena typically come to a variety of events at Seattle Center each year, while non-local visitors have a much more targeted visitation pattern. Typical visitors stay either for 2-3 hours, or for 4-8 hours. 81% of KeyArena visitors are Caucasian, with 19% persons of color, which is in line with the racial makeup of western Washington. Crowds at sporting events are more diverse than at concerts, with 23% persons of color.
Businesses at KeyArena spend most of their revenues on labor (62%), with 26% of their revenues spent on services, 1% on utilities and telephones, 4% on taxes, and 7% on other goods and services. About 10% of employees are administrative or clerical, 13% are artistic / professional / technical, 17% are in sales occupations, 10% are employed as contract workers, and 50% have other occupational status. Contract workers are primarily professional basketball players.
It is very clear from the data presented in this report that KeyArena is not only a vibrant location for sports and artistic activities in the City of Seattle, but it is also an important contributor to the economic base of the regional economy. It generates jobs and income for thousands of people locally, and draws hundreds of thousands of visitors each year from outside the local economy.
This report is primarily based on two surveys. A survey of 601 groups of patrons was conducted at KeyArena from April 2005 through December 2005. A survey of businesses at KeyArena was completed in this same time period.
Executive Summary i
Table of Contents iii
Acknowledgements iii
I. Introduction 1
II. KeyArena Visitor Survey 2
Characteristics of KeyArena Visitors 3
KeyArena Visitor Activities 9
Visitor Spending 13
III. KeyArena Business Survey 19
Revenue of KeyArena Businesses 19
Employment 20
Expenses 21
IV. Economic Impact Analysis 26
Overall Economic Impacts 26
New Money Impacts 31
V. Concluding Comments 33
Appendix I Patron Questionnaire 34
Appendix II KeyArena Business Questionnaire 38
This study would not have been possible without the help of hundreds of patrons visiting KeyArena. It would also not have been possible without the help of all of the businesses and resident organizations located at or using KeyArena. While these three groups contributed the data that made this study possible, the real foundation for making sure that this study happened was the staff of Seattle Center and the Seattle Center Foundation. In this regard, we must thank Orit Sarfaty (Seattle Center Foundation Staff) and David Heurtel (Seattle Center Staff) for their unending efforts to get the data we needed to complete this project. We also wish to acknowledge the strong and longstanding support of Tracy Robinson, Executive Director of Seattle Center Foundation, and Virginia Anderson, Director of Seattle Center, for this research project. Linnea Johnson, a Seattle Center Foundation intern during the summer of 2005, provided valuable assistance in the conduct of this study. Shelly Yapp and Ned Dunn on Seattle Center staff also provided excellent comments on drafts of this report.
The KeyArena is located on the west side of Seattle Center, and it serves as the home for three professional sports teams, as well as the location for concerts, family shows, and other events. These events attracted 1.1 million people in the year 2005 to KeyArena. This report documents economic impacts of KeyArena on the King County economy. It also provides considerable information on visitors to KeyArena, and summary information with regard to the businesses associated with KeyArena.
This report was funded by the Seattle Center, and was undertaken as a part of a larger project focused on the economic impact of the entire Seattle Center[1]. The report is based upon two surveys. One survey was of visitors to KeyArena. Section II reports the results of this visitor survey. GMA Research Corporation interviewed 601 groups of patrons at KeyArena from April 2005 through December 2005. While the visitor survey’s primary purpose was to provide data for the economic impact assessment, other data were gathered that were of relevance to this research project and of interest to staff at Seattle Center and the Seattle Center Foundation. The second survey was of sports teams using KeyArena and the Seattle Center’s business activity in support of sports and other events at KeyArena. These organizations were asked to provide information on their business activity that could be used with the economic impact estimates. These data were provided directly by these organizations to the consultants.
This report is organized as follows. First, we present results from the survey of visitors to KeyArena. Then, we report results from the survey of businesses located on or using KeyArena. The next section of the report presents results of the economic impact analysis. This part of the report is divided into two components. The first section presents aggregate economic impacts, while the second section presents economic impacts associated with “new money”—income that comes from outside the region that would not flow here if the activities at KeyArena were not present in the local economy. The final section of the report reflects on the results presented here, and includes some suggestions for future research. Appendix I contains a copy of the questionnaire used for the patron sample, and a tabulation of the sources of survey data. Appendix II contains a copy of the questionnaire that was answered by sports businesses using KeyArena, as well as by the Seattle Center for its business activity at KeyArena.
The questionnaire included in Appendix I was administered by the intercept method at KeyArena. A sampling plan was developed by GMA Research Corporation that was designed to gather patron surveys from a statistically reliable sample for KeyArena. The number of interviews conducted at KeyArena are reported in Appendix I. The interviews taking place at KeyArena were conducted at Sonics, Storm, and Thunderbirds games, as well as at three concerts. Of the 601 interviews conducted, 596 or 99.2% were considered to contain valid data for the purposes of this study. The small percentage of surveys not considered to be valid excluded key information needed to calculate visitor spending, such as the number of persons in the group, their primary trip reason, and spending estimates. Figure 1 indicates the composition of valid interviews by type of event.

N = 596
Attendance at KeyArena used for the purposes of this study was estimated to be 1,104,451 persons. This number is based on data reported in Appendix I, and it is a combination of estimates provided to the authors of this study for the years 2004 and 2005. We relied on data for both 2004 and 2005 to compile this report; data provided to the authors indicate modest changes in attendance at KeyArena in these years. Figure 2 presents estimated attendance by category at KeyArena used in this study. This figure, when compared to Figure 1, indicates that the surveys of sports patrons were a slightly higher percentage of overall attendance compared to actual attendance. All interviews of non-sports attendees were conducted at three events, two concerts -- U-2 and Paul McCartney, and one family show, Disney on Ice. KeyArena is also used for many other events each year in addition to concerts and tenant sporting events. These events include college graduation ceremonies, business meetings, other sporting events, and family events. Figure 2 documents estimated attendance shares at these types of events at KeyArena. The sample of patrons generally is in accordance with this estimate of attendance at KeyArena. In section II of this report, tables that are labeled “Concerts” are reporting data just for people interviewed at KeyArena Concerts. In section IV, data labeled “Concerts” includes estimates for KeyArena concerts and other events that took place at KeyArena in the study period as a matter of convenience in the tables.

This section presents a summary of responses describing characteristics of people interviewed, including the size of the groups visiting KeyArena, their primary trip purpose, and a set of responses regarding their socioeconomic characteristics. The tables in this section of the report include responses from visitors interviewed at sports and concerts at KeyArena as described in Figure 1, and for the entire sample. The statistics reported as “Total” are not weighted by the relative importance of patron activity in each category of activity, but, rather, represent the composite sample of patrons, unless otherwise noted.
Table 1. Responses to “Was the primary reason for your trip today/tonight to attend this performance/exhibition/event?”
|
|
Sports |
Concerts |
Total |
|
Yes |
97.3% |
99.6% |
98.2% |
|
No |
2.7% |
0.4% |
1.8% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
Table 2 reports the size of the groups interviewed at KeyArena. It shows the percentage of the groups in each category of visitors by party size. For example, 10.5% of those interviewed at sports events were alone, while 55.6% of the parties had two people in them. Table 2 also indicates the mean (average) size of parties, and the size of the median party (group size halfway through the sample). Generally the mean is higher than the median, because of the skewing effect that relatively few large parties in each category have on the calculation of the mean. There is little difference in group sizes attending sports and non-sports events at KeyArena.
|
# of People |
Sports |
Concerts |
Total |
|
10.5% |
7.1% |
9.2% |
|
|
2 |
55.6% |
58.9% |
56.9% |
|
3 |
13.2% |
12.9% |
13.1% |
|
4 |
13.4% |
11.6% |
12.8% |
|
5 |
2.4% |
2.2% |
2.3% |
|
6 |
1.9% |
4.0% |
2.7% |
|
7+ |
3.0% |
3.1% |
3.0% |
|
Total |
100.0% |
100.0% |
100.0% |
|
Mean |
2.74 |
2.72 |
2.73 |
|
Median |
2 |
2 |
2 |
|
N |
372 |
224 |
596 |
The visitors to KeyArena were asked to identify their gender and age, and to also report the gender and age of up to seven other people in their party. Table 3 presents a summary of responses to this question regarding gender. Overall, slightly more females were in visitor groups to KeyArena than males in the sample. When weighted by attendance, this percentage becomes 48.9% male, and 51.1% female.
|
|
Sports |
Concerts |
Total |
|
Male |
51.3% |
44.6% |
48.7% |
|
Female |
48.7% |
55.4% |
51.3% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
907 |
574 |
1,481 |
|
|
Sports |
Concerts |
Total |
|
7.5% |
12.9% |
9.5% |
|
|
12 to 17 |
5.6% |
5.4% |
5.5% |
|
18 to 24 |
10.9% |
7.3% |
9.5% |
|
25 to 34 |
18.9% |
21.1% |
19.7% |
|
35 to 44 |
26.3% |
26.4% |
26.3% |
|
45 to 54 |
17.3% |
20.6% |
18.6% |
|
55 to 64 |
10.7% |
5.8% |
8.8% |
|
65+ |
2.8% |
0.6% |
1.9% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
859 |
535 |
1394 |
|
|
|
|
|
|
Mean |
36 |
34 |
35 |
|
Mean Adults 18+ Years |
40 |
39 |
40 |
People responding to the visitor questionnaire were asked to indicate their highest level of educational attainment. Table 5 presents results from this question. About one-third of the respondents had up to a high school degree, another twenty percent had some college, while over 44% indicated that they had a bachelors or post-baccalaureate degree. It is likely that some respondents checking postgraduate degree should have checked four year college / university degree, as the layout of the questionnaire was not as clear as it could have been for this question.
|
|
Sports |
Concerts |
Total |
|
Some High School |
3.0% |
0.9% |
2.2% |
|
High School
Graduate |
35.4% |
34.5% |
35.1% |
|
Some College |
19.2% |
16.8% |
18.3% |
|
Four-year
College/University Degree |
11.0% |
13.6% |
12.0% |
|
Postgraduate
Degree |
31.3% |
34.1% |
32.4% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
364 |
220 |
584 |
|
|
Sports |
Concerts |
Total |
|
Working full-time |
66.4% |
68.5% |
67.2% |
|
Homemaker |
2.5% |
2.7% |
2.6% |
|
Retired |
7.9% |
3.2% |
6.1% |
|
Working part-time |
4.6% |
6.3% |
5.3% |
|
Military |
2.2% |
1.8% |
2.0% |
|
Not Employed |
2.5% |
0.5% |
1.7% |
|
Self Employed |
8.7% |
8.6% |
8.7% |
|
Student |
3.6% |
3.6% |
3.6% |
|
Other |
1.6% |
5.0% |
2.9% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
366 |
222 |
588 |
|
|
Sports |
Concerts |
Total |
|
King County |
64.4% |
42.9% |
56.5% |
|
Other Washington
State |
28.1% |
39.6% |
32.3% |
|
Out of State |
7.5% |
17.5% |
11.2% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
360 |
212 |
572 |
|
|
Sports |
Concerts |
Total |
|
1 |
14.4% |
9.3% |
12.5% |
|
2 |
42.1% |
36.7% |
40.1% |
|
3 |
17.5% |
22.8% |
19.5% |
|
4 |
17.5% |
23.3% |
19.7% |
|
6.5% |
5.6% |
6.2% |
|
|
6 |
0.8% |
1.4% |
1.1% |
|
7 to 10 |
1.1% |
0.9% |
1.1% |
|
Total |
100.0% |
100.0% |
100.0% |
|
|
|
|
|
|
Mean |
2.69 |
2.87 |
2.76 |
|
Median |
2 |
3 |
2 |
|
N |
354 |
215 |
569 |
|
|
Sports |
Concerts |
Total |
|
Caucasian |
77.1% |
88.6% |
81.4% |
|
Asian, Pacific
Islander |
9.6% |
3.8% |
7.4% |
|
Native American |
3.1% |
0.5% |
2.1% |
|
Hispanic, Latin |
3.1% |
5.2% |
3.9% |
|
African American |
7.1% |
1.9% |
5.1% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
353 |
211 |
564 |
|
|
Concerts |
Total |
|
|
Under $20,000 |
5.9% |
5.0% |
5.6% |
|
$20,000 to $39,999 |
12.5% |
12.5% |
12.5% |
|
$40,000 to $59,999 |
17.2% |
16.5% |
16.9% |
|
$60,000 to $74,999 |
15.4% |
17.5% |
16.2% |
|
$75,000 to $99,999 |
19.9% |
18.5% |
19.4% |
|
$100,000 to
$124,999 |
12.8% |
13.0% |
12.8% |
|
$125,000 to
$249,999 |
12.2% |
11.5% |
11.9% |
|
Over $250,000 |
4.2% |
5.5% |
4.7% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
337 |
200 |
537 |
KeyArena sports and concert visitors are well represented in the survey of visitors reported in this section. KeyArena was the primary reason for most of their trips. Two person groups were most common, but there are many individuals making KeyArena trips and also many groups involving more than two people. The gender of visitors is roughly evenly split between men and women. The typical visitor is in their thirties, but all ages are found in KeyArena visitors. People surveyed were generally well-educated, with over 44% having at least a bachelors degree, and 63% having at least some college. Over 75% of those interviewed were working full- or part-time, or were self-employed. About 6% were retired, and the balance was made up of either homemakers, persons unemployed, or students. Over 43% of the visitors to KeyArena were from outside King County; most of these came from elsewhere in Washington State (32%), while 11% came from out-of-state. Of the King County residents, 34% reported Seattle zip-codes. The household size of the average group of visitors was slightly less than three persons. Most people interviewed were Caucasian (81%), and median household income was between $60,000 and $75,000.
This section reports results of questions related to activity at Seattle Center by visitors to KeyArena. It reports on their participation in various activities at Seattle Center on the trip at which they were interviewed, as well as their activity over the course of a year.
Many people visiting KeyArena also participate in other activities at Seattle Center on their trip. In many cases these other activities are also counted by Seattle Center as visits, such as a person attending a concert at KeyArena who rode the monorail to Seattle Center would be counted as attending the KeyArena, and also counted for their monorail ride. KeyArena patrons were asked to identify these activities with regard to the trip on which they were interviewed. Table 11 reports results of this question. This table indicates that almost all of those interviewed at a sports event or a concert replied that they were attending these activities. This table also indicates that the average patron also participated in an average of one other activity, most commonly engaging in dining and shopping, or visiting an attraction or museum at Seattle Center. It should be noted that some of these other activities would be subject to tickets or admission fees (such as visiting the Space Needle or going to EMP).
|
|
Sports |
Concerts |
Total |
|
Sports |
99.5% |
0.9% |
62.4% |
|
Arts – Including
Concerts |
8.6% |
99.6% |
42.8% |
|
Dining &
Shopping |
27.7% |
33.9% |
30.0% |
|
Attractions &
Museums |
30.1% |
28.1% |
29.4% |
|
Major Festivals |
0.3% |
0.4% |
0.3% |
|
Seattle Center
Public Programs |
2.4% |
6.3% |
3.9% |
|
Other-Campus |
10.8% |
12.1% |
11.2% |
|
Other |
16.9% |
25.4% |
20.1% |
|
Total Citations |
196.2% |
206.7% |
200.2% |
|
|
|
|
|
|
Sample Size |
372 |
224 |
596 |
KeyArena patrons were asked to identify how frequently they came to Seattle Center to attend five categories of activity: ticketed sports events, ticketed cultural/arts performances/exhibits, free cultural/arts/performances/exhibits, festivals, and community gatherings. The frequency of answers to these questions is presented in Tables 12A-12E. Each table shows the percentage down a column of those interviewed at a particular type of activity indicating their frequency of participation in the activity on the title of the table. For example, regarding coming to a ticketed sports event, of those interviewed at a KeyArena sports event, 22.8% indicated that they came weekly to a sports event at Seattle Center, 36.0% said they came once or more per month, 28.5% said they came three or four times each year, 5.1% came once a year, 6.5% came less than once per year, 0.5% said that they never came to a Seattle Center sports event, and 0.5% did not respond to this question. With regard to this same question, 0.4% of the people interviewed at a KeyArena concert indicated they came to a Seattle Center ticketed sports event weekly, while 19.6% reported that they never came to such an event. There is a clear tendency for some non-response to this set of questions by people interviewed at an activity different than the focus of the question. However, it is evident that most people interviewed indicated that they had some participation in ticketed sports events, ticketed arts events, free arts events, and festivals on an annual basis. The responses were much lower with regard to coming to community gatherings at Seattle Center.
|
|
Sports |
Concerts |
Total |
|
Weekly |
22.8% |
0.4% |
14.4% |
|
Once or More per
Month |
36.0% |
6.7% |
25.0% |
|
3 or 4 Times per
Year |
28.5% |
29.9% |
29.0% |
|
Once a Year |
5.1% |
13.4% |
8.2% |
|
Less than Once a
Year |
6.5% |
19.2% |
11.2% |
|
Never |
0.5% |
19.6% |
7.7% |
|
No response |
0.5% |
10.7% |
4.4% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
|
|
Sports |
Concerts |
Total |
|
Weekly |
0.5% |
0.4% |
0.5% |
|
Once or More per
Month |
4.6% |
2.2% |
3.7% |
|
3 or 4 Times per
Year |
23.1% |
29.9% |
25.7% |
|
Once a Year |
21.0% |
24.6% |
22.3% |
|
Less than Once a
Year |
15.3% |
28.1% |
20.1% |
|
Never |
13.4% |
6.3% |
10.7% |
|
No response |
22.0% |
8.5% |
16.9% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
|
|
Sports |
Concerts |
Total |
|
Weekly |
0.3% |
0.4% |
0.3% |
|
Once or More per
Month |
5.6% |
2.7% |
4.5% |
|
3 or 4 Times per
Year |
21.2% |
17.9% |
20.0% |
|
Once a Year |
20.4% |
17.4% |
19.3% |
|
Less than Once a
Year |
14.2% |
14.3% |
14.3% |
|
Never |
16.7% |
25.9% |
20.1% |
|
No response |
21.5% |
21.4% |
21.5% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
|
|
Concerts |
Total |
|
|
Weekly |
0.0% |
0.0% |
0.0% |
|
Once or More per
Month |
3.2% |
2.7% |
3.0% |
|
3 or 4 Times per
Year |
26.3% |
21.4% |
24.5% |
|
Once a Year |
29.6% |
23.7% |
27.3% |
|
Less than Once a
Year |
11.0% |
13.4% |
11.9% |
|
Never |
12.9% |
21.9% |
16.3% |
|
No response |
16.9% |
17.0% |
16.9% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
|
|
Sports |
Concerts |
Total |
|
Weekly |
0.0% |
0.0% |
0.0% |
|
Once or More per
Month |
1.9% |
1.8% |
1.8% |
|
3 or 4 Times per
Year |
9.7% |
4.9% |
7.9% |
|
Once a Year |
14.0% |
10.7% |
12.8% |
|
Less than Once a
Year |
15.9% |
15.6% |
15.8% |
|
Never |
30.6% |
39.3% |
33.9% |
|
No response |
28.0% |
27.7% |
27.9% |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
372 |
224 |
596 |
People were asked how long they expected to stay at Seattle Center on their current visit to KeyArena. Results for this question are presented in Table 13. This table indicates that most people expected to be at the Seattle Center for either two or three hours, or four to eight hours.
|
|
Concerts |
Total |
|
|
One Hour |
0.3% |
0.0% |
0.2% |
|
2-3 Hours |
46.5% |
31.7% |
40.9% |
|
4-8 Hours |
47.8% |
55.8% |
50.8% |
|
Over 8 Hours |
3.8% |
11.2% |
6.5% |
|
No response |
1.6% |
1.3% |
1.5% |
|
Total |
100.0% |
100.0% |
100.0% |
KeyArena visitors were also asked how many times each year they came to Seattle Center. Table 14 reports responses to this question, which display an enormous range of reported frequencies of visits. Although all of these people were interviewed at KeyArena, some of them indicated making zero visits per year. People interviewed at KeyArena Concerts reported an average of four Seattle Center visits annually, while those interviewed at KeyArena sports events reported a much higher average attendance—twelve trips per year. These averages correspond well to reports of attendance at ticketed sports events and ticketed cultural arts/performance contained in Tables 12A and 12B.
|
|
Sports |
Concerts |
Total |
|
0 |
0.9% |
5.4% |
2.6% |
|
1 |
5.2% |
15.3% |
9.0% |
|
2 |
4.3% |
12.9% |
7.5% |
|
3 |
7.8% |
13.9% |
10.1% |
|
4 |
6.4% |
9.9% |
7.7% |
|
5 |
6.4% |
9.4% |
7.5% |
|
6 |
4.6% |
8.4% |
6.0% |
|
7 to 10 |
12.8% |
12.4% |
12.6% |
|
11 to 15 |
12.2% |
5.9% |
9.9% |
|
16 to 25 |
16.8% |
3.5% |
11.9% |
|
26 to 50 |
19.7% |
1.0% |
12.8% |
|
51 to 100 |
2.0% |
1.0% |
1.6% |
|
101 to 200 |
0.6% |
1.0% |
0.7% |
|
300 |
0.3% |
0.0% |
0.2% |
|
Average |
12 |
4 |
6 |
|
Total |
100.0% |
100.0% |
100.0% |
|
N |
345 |
202 |
547 |
Section
Summary
KeyArena visitors typically engage in more than one Seattle Center activity on their visits to KeyArena. The average visitor engages in two types of activity on their KeyArena/Seattle Center visit, typically an admission to the KeyArena event at which they were interviewed, along with dining, shopping, or a visit to attractions and museums. KeyArena patrons’ frequency of use of Seattle Center varies significantly, with the typical sports patron coming to the Seattle Center twelve times per year, while the typical concert patron reported four trips per year. Some people come to Seattle Center everyday. Most KeyArena visitors come to ticketed sports and arts events, as well as free arts events and festivals annually, but their frequency of attendance is highly variable. Most KeyArena visitors stay at Seattle Center for between two and eight hours on their visit.
|
|
Sports |
Concerts |
Composite |
|
Tickets/Admissions |
$45.40 |
$108.72 |
$70.18 |
|
Souvenirs and
gifts |
7.80 |
15.84 |
10.95 |
|
Parking fees |
3.90 |
2.73 |
3.44 |
|
Bus/ferry/taxi |
0.86 |
1.22 |
1.00 |
|
Auto travel |
5.34 |
5.97 |
5.59 |
|
Food / beverages before or after
event |
11.85 |
12.74 |
12.20 |
|
Food / beverages at the event |
9.05 |
5.49 |
7.66 |
|
Entertainment |
2.31 |
3.10 |
2.62 |
|
Lodging / Accommodations |
2.31 |
17.66 |
8.31 |
|
Air travel |
3.29 |
19.19 |
9.51 |
|
Child care |
0.63 |
0.30 |
0.50 |
|
Other |
3.63 |
4.74 |
4.07 |
|
Total |
$96.37 |
$197.71 |
$136.03 |
|
N |
944 |
607 |
1,551 |
|
|
Other Washington |
Out of State |
|
|
Tickets/Admissions |
$57.63 |
$81.61 |
$88.46 |
|
Souvenirs and
gifts |
8.59 |
12.57 |
17.04 |
|
Parking fees |
3.78 |
3.02 |
2.99 |
|
Bus/ferry/taxi |
0.52 |
0.98 |
2.87 |
|
Auto travel |
4.09 |
5.06 |
11.33 |
|
Food / beverages before or after
event |
8.95 |
15.83 |
15.52 |
|
Food / beverages at the event |
7.02 |
7.32 |
12.78 |
|
Entertainment |
1.96 |
3.23 |
3.50 |
|
Lodging / Accommodations |
0.35 |
5.12 |
29.58 |
|
Air travel |
0.96 |
3.09 |
61.92 |
|
Child care |
0.70 |
0.27 |
0.25 |
|
Other |
4.08 |
2.37 |
7.21 |
|
Total |
$98.64 |
$140.47 |
$253.44 |
|
|
# Citations |
% of Total |
Concerts # Citations |
% of Total |
|
Arts |
32 |
8.6% |
0 |
0.0% |
|
Pacific Science
Center |
26 |
7.0% |
8 |
3.6% |
|
Sports |
0 |
0.0% |
2 |
0.9% |
|
Festivals |
9 |
2.4% |
14 |
6.3% |
|
Fun Forest |
16 |
4.3% |
4 |
1.8% |
|
Monorail |
19 |
5.1% |
8 |
3.6% |
|
Museums |
16 |
4.3% |
15 |
6.7% |
|
Space Needle |
35 |
9.4% |
28 |
12.5% |
|
Total |
153 |
41.1% |
79 |
35.3% |
|
|
Sports |
Concerts |
Composite |
|
Tickets/Admissions |
$45.40 |
$44.77 |
$45.18 |
|
Souvenirs and
gifts |
7.80 |
17.51 |
11.20 |
|
Parking fees |
3.90 |
2.90 |
3.55 |
|
Bus/ferry/taxi |
0.86 |
1.20 |
0.98 |
|
Auto travel |
5.34 |
4.96 |
5.21 |
|
Food / beverages before or after
event |
11.85 |
14.45 |
12.76 |
|
Food / beverages at the event |
9.05 |
5.92 |
7.95 |
|
Entertainment |
2.31 |
2.83 |
2.49 |
|
Lodging / Accommodations |
2.31 |
9.98 |
4.99 |
|
Air travel |
3.29 |
17.59 |
8.30 |
|
Child care |
0.63 |
0.48 |
0.58 |
|
Other |
3.63 |
4.47 |
3.93 |
|
Total |
$96.37 |
$127.05 |
$107.11 |
|
|
Sports |
Concerts |
Total |
|
Tickets/Admissions |
$32.58M |
$17.31M |
$49.90M |
|
Souvenirs and gifts |
5.60 |
6.77 |
12.37 |
|
Parking fees |
2.80 |
1.12 |
3.92 |
|
Bus/ferry/taxi |
0.61 |
0.46 |
1.08 |
|
Auto travel |
3.83 |
1.92 |
5.75 |
|
Food / beverages before or after event |
8.51 |
5.59 |
14.09 |
|
Food / beverages at the event |
6.50 |
2.29 |
8.79 |
|
Entertainment |
1.66 |
1.09 |
2.75 |
|
Lodging / Accommodations |
1.66 |
3.86 |
5.52 |
|
Air travel |
2.36 |
6.80 |
9.17 |
|
Child care |
0.45 |
0.19 |
0.64 |
|
Other |
2.61 |
1.73 |
4.34 |
|
Total |
$69.17M |
$49.13M |
$118.30M |
|
Administrative / Clerical |
58 |
|
Artistic / Professional / Technical |
75 |
|
Sales |
100 |
|
Other Personnel |
299 |
|
Contract Employees |
59 |
|
Total |
591 |
|
Full Time |
206 |
|
Part Time |
7 |
|
Seasonal/Temporary |
378 |
|
Total |
591 |
|
Wages & Salaries |
$13.00M |
|
Contract Employees |
64.70 |
|
Services |
32.54 |
|
Utilities & Telephone |
1.16 |
|
Other Goods & Services |
8.67 |
|
Taxes |
4.77 |
|
Total Expenses |
$124.83M |
|
Administrative /
Clerical |
$3.66 |
|
Artistic /
Professional / Technical |
3.30 |
|
Sales |
3.68 |
|
Other Personnel |
2.36 |
|
|
|
|
Contract
Personnel: |
|
|
Administrative /
Clerical |
0.00 |
|
Artistic /
Professional / Technical |
64.25 |
|
Sales |
0.00 |
|
Other Personnel |
0.44 |
|
|
|
|
Total |
$77.69 |
The non-employee expenses categories reported in Table 22 and Figure 8 are reported in more detail in Tables 24 through 27. Table 24 presents detailed information on service expenditures. In addition to reporting the dollar amount of spending for these services, this table reports the share of total services outlays by expenditure category, and the share of the spending that accrues to King County businesses. The largest expenditure categories are for marketing, transportation, and for “other” services. The “other services” category includes payments made to promoters and performing groups at KeyArena; these payments were about $10 million and predominantly non-local. Most of the service purchases reported in Table 24 were made locally, while several categories associated with travel by KeyArena businesses had lower local spending (transportation, lodging, purchased food & beverage services).
|
|
|
% of Services |
% in King County |
|
Marketing |
$7.43 |
22.8% |
89.9% |
|
Press & public
relations |
0.69 |
2.1% |
100.0% |
|
Photographic/art
services |
0.04 |
0.1% |
52.9% |
|
Banking |
0.46 |
1.4% |
100.0% |
|
Insurance |
0.72 |
2.2% |
100.0% |
|
Professional
services |
1.85 |
5.7% |
95.2% |
|
Janitorial/protective |
0.07 |
0.2% |
100.0% |
|
Transportation |
3.18 |
9.8% |
51.7% |
|
Lodging |
0.44 |
1.3% |
52.5% |
|
Purchased food/beverage
services |
0.84 |
2.6% |
77.7% |
|
Set/costume/exhibit
rental |
0.26 |
0.8% |
100.0% |
|
Equipment rental |
0.34 |
1.0% |
100.0% |
|
Hall Rental (Incl.
payments to Seattle Center) |
3.13 |
9.6% |
100.0% |
|
Seattle Center
Event Services |
1.63 |
5.0% |
100.0% |
|
Seattle Center
Labor Reimbursement |
0.10 |
0.3% |
100.0% |
|
Office and work
space rental |
0.94 |
2.9% |
100.0% |
|
Royalties |
0.00 |
0.0% |
|
|
Other Services |
10.43 |
32.0% |
2.7% |
|
Total |
$32.54 |
100.0% |
60.2% |
Table 25 reports spending for telephone and utilities. This table reports that about half of these outlays were for utilities, while the balance was split between postage and telephone & cable services. Most of these outlays were also made in King County.
|
|
|
% of Total |
% in King County |
|
Telephone &
cable services |
$0.44M |
37.5% |
98.3% |
|
Postage |
0.17 |
15.0% |
100.0% |
|
Other Utilities |
0.55 |
47.5% |
100.0% |
|
Total |
$1.16M |
100.0% |
99.4% |
KeyArena businesses incurred about 7% of their total costs on other goods and services, whose composition is reported in Table 26. This table indicates a somewhat higher level of purchase outside the local area than for other expenditure categories, largely in relation to the “other goods and services” category. This category includes merchandise being sold by KeyArena businesses, or specialized services that did not fit other categories in the questionnaire.
|
|
|
% of Total |
% in King County |
|
Printing |
$0.83M |
9.6% |
85.7% |
|
Exhibit/set
materials |
0.00 |
0.0% |
0.0% |
|
Production
Materials |
1.46 |
16.8% |
50.4% |
|
Supplies |
0.40 |
4.6% |
83.3% |
|
Maintenance |
0.50 |
5.8% |
82.9% |
|
Other |
5.48 |
63.3% |
51.2% |
|
Total |
$8.67M |
100.0% |
57.6% |
KeyArena businesses reported payments of about $4.8 million in taxes, as reported in Table 27. The largest of these reported taxes was City of Seattle admissions tax, followed by the business and occupation tax, and then sales taxes.
|
|
|
% in King County |
|
|
Sales Tax |
$0.22M |
4.6% |
77.0% |
|
B&O Tax |
2.16 |
45.2% |
85.4% |
|
Property Tax |
0.15 |
3.1% |
100.0% |
|
City Admissions
Tax |
2.24 |
46.9% |
100.0% |
|
0.01 |
0.2% |
100.0% |
|
|
|
$4.77M |
100.0% |
92.4% |
The results of the surveys of KeyArena visitors and KeyArena businesses were brought together to calculate economic impacts through use of an Input/Output model. The model used in this analysis is a model of the King County economy, and it is driven by two sets of data. First, the direct values of sales, employment, labor income, and other value added for KeyArena businesses as described in Section III of this report were entered as final demands. The direct purchases in the regional economy constitute the second set of data entering this model, and these data are included in Table 28.
Two estimates of economic impact are presented in this section of the report. The first is an overall estimate of economic impacts, based on the gross spending of KeyArena visitors and businesses. The second estimate is referred to as a “new money” estimate, and it is based on the dollars spent by visitors coming from outside King County, and on the revenue generated by KeyArena businesses from income sources located outside King County. The gross impact estimate documents the current overall economic impact of KeyArena, but it includes discretionary spending by local residents that could be shifted to other activities. While if such a shift were to occur, it is likely that the economic impacts of a different spending pattern by local residents would be different than current impacts, it is also likely that the total economic impacts would not be markedly different. The second estimate (“new money”) provides an estimate of the contribution of KeyArena to the economic base of King County. This estimate can be interpreted as the magnitude of the loss to the King County economy if business activity now taking place at KeyArena were not located here.
The data in Table 28 represent conversion of the consumer expenditure categories used in the KeyArena visitor survey into Input/Output model sectors, with appropriate adjustments for non-King County production being eliminated from these purchase estimates. The data in Table 28 also contains estimates of purchases by Input/Output sector of KeyArena businesses, as reported in Tables 22, 24, 25, and 26. The sum of these purchases is less than the sum of purchases reported for KeyArena businesses and KeyArena visitors because in many cases purchases were made of goods or services not produced in King County. The questionnaire included in Appendix II asked respondents to indicate the share of their expenditures made in King County. Thus, Table 28 represents net estimates of direct purchases made in King County, plus purchases of labor that are included elsewhere in the Input/Output model. It should be noted that these estimates have been made to avoid “double counting” of expenditures. For example, ticket / admissions paid to KeyArena businesses are excluded from the economic impact estimates, while the expenditures that the organizations included in the study made as a result of visits by KeyArena patrons are included. Payments to Seattle Center for services rendered by various KeyArena presenters have been excluded as purchases, while the expenditures of Seattle Center in relation to these services are included in this analysis.
|
|
Visitors |
Businesses |
Total |
|
1
Crop production |
|
|
0 |
|
2
Animal production |
|
|
0 |
|
3
Forestry and fishing |
|
|
0 |
|
4
Logging |
|
|
0 |
|
5
Mining |
|
|
0 |
|
6
Electric utilities |
|
$0.342M |
$0.342M |
|
7
Gas utilities |
|
0.146 |
0.146 |
|
8
Other utilities |
|
0.065 |
0.065 |
|
9
Construction |
|
0.414 |
0.414 |
|
10 Food manufacturing |
|
|
0 |
|
11 Textiles and apparel |
|
|
0 |
|
12 Wood product manufacturing |
|
|
0 |
|
13 Paper manufacturing |
|
|
0 |
|
14 Printing |
|
0.713 |
0.713 |
|
15 Petroleum and products |
|
|
0 |
|
16 Chemical manufacturing |
|
|
0 |
|
17 Nonmetallic mineral products mfg. |
|
|
|
|
18 Primary metals |
|
|
0 |
|
19 Fabricated metals |
|
|
0 |
|
20 Machinery manufacturing |
|
|
0 |
|
21 Computer and electronic product |
|
|
0 |
|
22 Electrical equipment |
|
|
0 |
|
23 Aircraft and parts |
|
|
0 |
|
24 Ship and boat building |
|
|
0 |
|
25 Other transportation equipment |
|
|
0 |
|
26 Furniture |
|
|
0 |
|
27 Other manufacturing |
|
|
0 |
|
28 Wholesale trade |
|
|
0 |
|
29 Retail trade |
7.463 |
1.161 |
8.624 |
|
30 Transportation and warehousing |
6.145 |
1.817 |
7.961 |
|
31 Information | |||