Ethnic Festivals in Milwaukee, Wisconsin

An economic impact study

university of wisconsin

whitewaterFiscal and Economic Research Center

Each summer, hundreds of thousands of patrons flock to Milwaukee to

enjoy ethnic festivals. These events not only promote understanding of diverse cultural backgrounds, they also inject millions of dollars into the regional economy.

Milwaukee hosts multiple ethnic celebrations – Polish Fest, Arab Fest, German Fest, African World Festival, Festa Italiana, Irish Fest, Mexican Fiesta, and Indian Summer – providing a bold splash of food, drinks, music, art and dance. Because of these festivals and fairs, Milwaukee has earned the nickname “City of Festivals,” further enhancing its reputation as a culturally rich place.

This report explores the economic impact of these festivals, and includes an in-depth look at four of them:

Mexican Fiesta began in 1973, when a south side street was closed to traffic to celebrate Mexican Independence Day. It marked the first time the neighborhood came together to celebrate with others through music, food and dance. This perennial event grew larger, and in 1977, Mexican Fiesta moved to Henry W. Maier Festival Park, where it now takes place every year for three days. It is Wisconsin’s largest Mexican Festival, showcasing Mexican heritage, and encouraging young Hispanics to pursue education.

Festa Italiana began in 1978 to reunite an Italian community torn apart by urban renewal projects. Today, it is the largest Italian-American festival in the United States. The three-day festival

takes place at Henry W. Maier Festival Park and celebrates food, family and fireworks. Furthermore, this festival offers unique music entertainment ranging from Italian opera to jazz and rock and roll, as well as a parade.

Milwaukee Irish Fest debuted in 1981 at Henry W. Maier Festival Park as a way for Milwaukee to celebrate its Gaelic heritage in a city known for its German roots. Today, it is the world’s largest celebration of Irish, Irish American and Celtic music and culture. Each year, Milwaukee Irish Fest brings in more than 100 acts from around the world to perform on 16 stages. The festival also features a Cultural Village with language, arts, genealogy and more. Guests can also find Celtic canines, sports, dance, food, and shopping throughout the grounds. To further celebrate Celtic culture and heritage, North America’s largest

Principal Researcher and AnalystRuss Kashian, Ph.D.kashianr@uww.edu Professor, Department of EconomicsUniversity of Wisconsin-Whitewater800 W. Main StreetWhitewater, WI 53190

ConsultantFarrokh Nourzad, Ph.D.Professor of EconomicsMarquette University

Project LeaderJeremy Peterson

AnalystsJason BaronPatrick FogartyJose Zenteno

MapsTyler Tomaszewski

exploring economic impact

outdoor mass is conducted on the last day of the festival.

Indian Summer began in 1987 at Henry W. Maier Festival Park and is one of Milwaukee’s most popular ethnic festivals, in addition to being one of the

focusThe Fiscal and Economic Research Center (FERC) at the University of Wisconsin-Whitewater analyzed the economic impact that the ethnic festivals generate in the region.

Our focus is to determine the number of jobs created, the labor income generated, and total economic output produced by the fairs.

methodsThe FERC deployed a crew to survey festival visitors to gauge their spending habits brought about by the festival. This includes items such as money spent on refreshments, music, shirts, trinkets and food at the festival, and also money spent on gasoline, groceries and hotels outside of the festival grounds.

By inputting this data into the IMPLAN software, the FERC was able to determine the direct, indirect and induced economic effects of the festivals.

largest. In fact, Indian Summer is the largest cultural celebration of its kind in the United States. The event offers a Pow Wow to the American Indian community – a time for dancing, singing, renewing old friendships, and making new friendships.

- Direct effects include sales, labor income, and job creation by visitors directly spending money at the festivals.

- Indirect effects occur when a broader economic sector in the area is affected as a result of spending by the festival attendees.

- Induced effects are derived from local spending on goods and services by people working to satisfy the direct and indirect effects.

Results are published in the charts and maps in the succeeding pages.

Mexican Fiesta

mexican fiesta economic impactIMPACT EFFECT EMPLOYMENT FTE LABOR INCOME OUTPUT

79.6 $1,864,909 $4,625,568

13.6 $691,347 $1,869,868

17.2 $746,759 $2,117,286

110.3 $3,303,017 $8,612,721

Direct Effect

Indirect Effect

Induced Effect

Total Effect

Copyright: ©2013 Esri, DeLorme, NAVTEQ

1 - 2

3 - 5

6 - 50

1 - 2

3 - 5

6 - 50

Home Locations ofSurveyed Patrons

Milwaukee CountyResidents

Other Patrons

25

50

75

100

Lake PorterWillKendall

Distance fromMexican Fiesta

(Miles)

Ogle

Lee

DeKalbKane

DuPageCook

LakeMcHenryBooneWinnebago

Kenosha

WalworthRock

Racine

Milwaukee

WaukeshaJeffersonDane

Ozaukee

WashingtonDodgeColumbia

Green Lake Fond du LacSheboygan

Marquette

Lake Michigan

Festa Italiana

festa italiana economic impactIMPACT EFFECT EMPLOYMENT FTE LABOR INCOME OUTPUT

88 $2,200,260 $5,459,808

17.3 $871,661 $2,333,676

20.7 $897,913 $2,545,755

125.9 $3,969,834 $10,339,239

Direct Effect

Indirect Effect

Induced Effect

Total Effect

Copyright: ©2013 Esri, DeLorme, NAVTEQ

Text

1 - 56 - 10

20 - 40

1 - 56 - 10

20

Home Locations ofSurveyed Patrons

Milwaukee CountyResidents

Other Patrons

25

50

75

100Distance fromFesta Italiana

(miles)

Lake Michigan

Lake Porter

Cook

WillKendallLa Salle

Lee

Ogle

DeKalbKane

DuPage

LakeMcHenryBooneWinnebago

Green Rock Walworth

Kenosha

Racine

Milwaukee

Waukesha

Jefferson

Dane

Columbia

Dodge Washington

Ozaukee

Sheboygan

Fon du LacGreen LakeMarquette

Irish Fest irish fest economic impact

IMPACT EFFECT EMPLOYMENT FTE LABOR INCOME OUTPUT

189.5 $4,352,445 $11,221,478

33.2 $1,671,345 $4,496,993

40.5 $1,759,100 $4,987,901

263.0 $7,782,892 $20,706,372

Direct Effect

Indirect Effect

Induced Effect

Total Effect

Copyright: ©2013 Esri, DeLorme, NAVTEQ

1 - 56 - 10

1 - 56 - 10

11-23

Home Locations ofSurveyed Patrons

Milwaukee CountyResidents

Other Patrons

11-23

Distance fromIrish Fest

(miles)

25

50

75

Rock

Winnebago

Ogle

DeKalb Kane

DuPage

Cook

LakeMcHenryBoone

Walworth

Kenosha

Racine

JeffersonDane

Columbia

Dodge WashingtonOzaukee

Sheboygan

Fon du LacGreen LakeMarquette

Milwaukee

Waukesha

Green Lake Michigan

Indian Summer indian summer economic impact

IMPACT EFFECT EMPLOYMENT FTE LABOR INCOME OUTPUT

57.8 $1,355,330 $3,429,774

10.3 $515,472 $1,381,543

12.6 $546,317 $1,549,094

80.7 $2,417,118 $6,360,411

Direct Effect

Indirect Effect

Induced Effect

Total Effect

Copyright: ©2013 Esri, DeLorme, NAVTEQ

Home Locations ofSurveyed PatronsMilwaukee County

Residents

Other Patrons

Distance fromIndian Summer

(Miles)

25

50

75

100

Wood Portage Waupaca Outagamie Brown

Kewaunee

Juneau

Adams

Waushara Winnebago

Calumet

Manitowoc

Marquette Green Lake

Fond du Lac Sheboygan

SaukColumbia

Dodge

Washington Ozaukee

Iowa

Dane

Jefferson

Waukesha

Milwaukee

Green Rock Walworth

Racine

Kenosha

StephensonWinnebago

BooneMcHenry

Lake

Carroll Ogle

DeKalbKane

DuPageCook

Kendall Will

Lake Michigan

1 - 2

3 - 5

6 - 10

1 - 2

3 - 5

6 - 10

In 2013, ethnic festivals – Polish Fest, Arab Fest, German Fest, African World Festival, Festa Italiana, Irish Fest, Mexican Fiesta, and Indian Summer – generated a $68,034,275 economic impact.

Ethnic festivals in Milwaukee generate tax revenue, create jobs, spur consumer spending, lead to improved infrastructure and bring economic prosperity to the region.

Top industries affected

Food services and drinking venuesHotels and motelsRetail storesCivic, social and professional organizationsPersonal servicesReal estate establishmentsAmusement parks, arcades and gamblingPrivate hospitalsEmployment servicesBuilding and dwelling servicePassenger transit

economic impact of milwaukee ethnic festivalsIMPACT EFFECT EMPLOYMENT FTE LABOR INCOME OUTPUT

612.1 $14,486,196 $36,517,490

110.1 $5,550,764 $14,920,898

134.9 $5,853,154 $16,595,890

856.6 $25,890,115 $68,034,275

Direct Effect

Indirect Effect

Induced Effect

Total Effect

4.22.2014

Conclusion