Floriade 2012 declared a success

johnboy 31 January 2013 1

Andrew Barr has announced his pleasure at the numbers for Floriade 2012:

A total of 442,243 people attended the 30-day event, an increase of 7.3% on the 2011 figure of 412,024. The event recorded its highest ever attendance for a single day as well as the highest attendance over the Labour Day long weekend, with 35,200 (on Sunday 30 September) and 87,299 visitors respectively.

Of the total attendance figure, 122,759 were interstate or international visitors who came to Canberra specifically for Floriade, resulting in an increase in direct expenditure in the ACT of $27.6 million. While this is a decline of 8% on last year’s result of $30.0 million, Floriade 2012 attracted an increase in ACT attendees of 11%. This represents the highest attendance result on record for ACT visitors.

These figures represent the second biggest results since the introduction of turnstiles at Floriade in 1999, both in terms of economic return to the ACT and overall attendance figures.

Ernst & Young was commissioned by Events ACT to evaluate Floriade 2012. A total of 77% of interstate and international visitors had a visit to Floriade as their prime motivation for visiting the ACT, again proving the continued strength of both Floriade and Floriade NightFest.

Independent analysis of Floriade media coverage found news stories reached a cumulative potential circulation of just under 34 million people, to the value of a record $5.2 million. This represents a significant increase of 48% on the 2011 results ($3.5 million) and the highest value ever.

Floriade NightFest had an attendance of 23,306, adding $1.3 million in direct expenditure to the ACT economy, with the light installations rating as the most popular draw card. One evening of Enlighten was cancelled due to extreme weather conditions resulting in a decrease on last year’s attendance figures.

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One Response to Floriade 2012 declared a success
Holden Caulfield Holden Caulfield 12:26 pm 31 Jan 13

Makes the few days of Summernats seem like excellent bang for buck. 😛

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