MAY 1-7, 2023 24 · SBJ.NET NEWS Buchbinder said. When someone falls within these parameters of a qualified visitor, their visit becomes a trackable data point, which, when joined with others, has much to teach those who keep an eye on visitation to the Queen City. “Maybe they went to Wonders of Wildlife and spent three hours there, then had lunch somewhere else before going to Walnut Street and Artsfest,” Buchbinder said, adding that pings from their devices provided all of that information to give a complete picture of their visit. A chorus of pings from many visitors helps to show what a typical visitor experience might be like. CVB pays for a subscription to the visitor intelligence software, called Voyage, operated through Madden Media. “It not only allows us to track down points of interest that we geofence; it will also give us information on where the visitors came from, how long they stayed in the market and the other places they go,” Buchbinder said. While it is tempting to do the math and arrive at an economic impact figure for the possible 3,740 out-of-town visitors, Buchbinder said it is not clear whether visitors were already in town or came for Artsfest, or whether they stayed in a hotel, with friends or by some other arrangement. She noted the software provides a sampling, rather than exact numbers, for visitors, and she cautioned that the data isn’t intended to show the visitor impact but rather to inform marketing decisions. Marketing Springfield Buchbinder said out-of-town visitors are important to local businesses. “We have so many restaurants in Springfield, there’s no way our current population would be able to sustain all of them,” she said. “We know that our visitors and transient residents are dining at those.” In fact, there are 616 active, licensed restaurants in Springfield, account to the city. Artsfest gives a boost to downtown restaurants and shops, Buchbinder said. “Events like this are so important, not just from a travel and tourism perspective, but for the local economy,” she said. Forrester said festival attendance is growing, and the SRAC is being intentional about it through use of the geofencing data. “We don’t have a lot of marketing money, but we do a lot of in-market work to get locals to attend,” she said. “We’re pushing regionally now, looking at the southwestern chunk of Missouri, and northern Arkansas and Oklahoma as well.” While individual visitors came from many parts of the United States, according to data, a large number came from the region. “Our main focus is the regional draw,” Forrester said. She added that Springfield has a strong arts community that already does the work of drawing visitors from the broader region. She cited recent Broadway touring shows like “Legally Blonde” and “Hamilton” at Juanita K. Hammons Hall for the Performing Arts and productions by Springfield Little Theatre and others at The Landers Theatre. “The high-quality things they’re bringing in have established Springfield as a regional cultural hub,” she said. “Art is not just happening on the coasts, but also in the middle of the country. We have a cultural vibrancy that visitors appreciate.” She added that travelers on Route 66 find that if they stop in Springfield, they can enjoy a full complement of cultural assets. “Cultural tourists are looking for authentic experiences. They want to experience the community as a local would,” she said. Forrester said the 43-year-old Artsfest event has the cultural authenticity these visitors crave, as it is homegrown and organized by locals. Buchbinder agreed. “They’re looking for that unique community culture,” she said. “They want to see what differentiates Springfield from any other place, and you can’t talk about Springfield and not talk about outdoor activities. “Artsfest is where the outdoors and the arts collide.” Capitalizing on the fest Jennifer Murvin is co-owner of Pagination Bookshop LLC with her partner, Kory Cooper. Murvin said Artsfest – whose main stage is just outside the bookshop’s door in the 1100 block of East Walnut Street – feels like a holiday. It packs the punch of a holiday, too, with the store seeing three times its typical weekend sales from the foot traffic the festival generates. “One of my favorite things is that a lot of the performers know our shop is right there, and the ballerinas come through and change in the bathroom,” she Artsfest: Businesses leverage annual event to boost sales, owners say Continued from page 3 Nominate the men who are making notable professional, philanthropic and personal contributions to the Springfield area. Nomination deadline: May 18 SBJ.net/MOTY Aug. 24 | 5:30 pm White River Conference Center 2023 Megan Buchbinder: Geofencing provides a picture of a visitor’s time in the city. Jennifer Murvin: Artsfest feels like a holiday, and that’s reflected in sales.
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