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July 11, 2006
7th Annual Doors Open Toronto Visitor survey results indicate $4.3 million economic impact on the city
  
The total spending by out-of-town visitors attending Doors Open Toronto in 2006 is estimated at $4.3 million. This clearly demonstrates that Doors Open Toronto has a substantial economic impact on the City of Toronto.

Doors Open Toronto continues to draw a new audience each year as 58% of visitors in 2006 were participating for the first time. Doors Open Toronto attracts an educated audience with 66% of visitors having a university degree - also 55% of visitors were between 25 and 44 years of age.

Each year Doors Open Toronto grows in popularity among residents and has also captured a significant tourism audience. Results show that 36% of Doors Open Toronto visitors came from outside the City of Toronto. More than half (53%) of out-of-town visitors stayed overnight, with the majority (67%) staying for three or more nights. Half (51%) of out-of-town visitors stayed in a hotel or other paid accommodation and 26% of out-of-town visitors spent over $1,000 during their visit to Toronto.

The demographic and economic impact survey of the 7th Annual Doors Open Toronto audience was conducted at this year’s popular Doors Open Toronto event. This event saw close to 200,000 visits at 144 building locations during the last weekend in May. Data was gathered at 17 locations, including 1 King West, Campbell House, Old City Hall and Spadina Museum. Visitor data was also collected online at www.doorsopen.org. The report provides Doors Open Toronto organizers with insights regarding visitor origins, how visitors heard about the event, tourist length of stay, expenditures and other information.

In seven years, Doors Open Toronto has attracted almost one million visitors to the city’s architectural landmarks, hidden gems and innovative buildings. The 8th annual Doors Open Toronto will take place on Saturday and Sunday, May 26 & 27, 2007. Doors Open Toronto is a Signature Event of Toronto Culture and Live With Culture.


Media contacts:

Karen Black
Manager
Museums and Heritage Services
Toronto Culture
416-338-1267

Jane French
Project Manager
Doors Open Toronto
Toronto Culture
416-338-0496


 

 

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