05-17-2007 Now performing at the Morris: A $5.9 million impact

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When figures for the Morris are compared with a national 2002 study conducted by Americans for the Arts,the national average for per-person spending was $18.55, compared with $33.72 per person at the Morris. "The Morris received the 2006 Prime Site Award from Facilities magazine and is ranked No. 38 worldwide based on ticket sales by Pollstar, two leading industry trade publications," said Dennis Andres, executive director of the Morris Performing Arts Center complex. "Staff at the Morris constantly strive to book a wide variety of shows with promoters and provide a memorable experience for patrons. The high caliber of entertainment contributes to the quality of life for citizens of South Bend and the entire region." On the average, Morris patrons would spend more than half of their money, $18.52, on meals and refreshments. Collectively, that accounts for a tab of more than $3 million—55 percent of the total economic impact. The Americans for the Arts study showed that nationally only 15 percent of patron spending went for meals or refreshments. "Morris Performing Arts Center patrons tend to use Morris events partly as a `dining out' occasion,"the study said. According to researchers, 81 percent of attendees bought some sort of meal or refreshment before, during or after their last Morris event. With more than two dozen restaurants within two blocks of the Morris, the study highlights what already is evident to patrons —the Morris is at the heart of a growing dining and club quarter. Part of that figure comes from the Morris' own Bistro, which opened in 2003 and offers lunch and dinner-theater packages. In addition, study respondents said they spend $4.20 on transportation, $3.55 on souvenirs and $6.75 on other expenses. Because 87 percent of survey respondents live within 30 miles of the Morris, lodging accounts for only 70 cents of anticipated spending. Lodging represents 2 percent of the total impact in South Bend, when compared with 11 percent nationally. "Being the only theater of its caliber in between these locations [Chicago, Indianapolis and Detroit], the Morris creates a strong draw on the local population,"the study said. "Although difficult to quantify, the Morris allows the local economy to retain significant entertainment spending, which would go elsewhere in its absence." In addition to the indirect economic impact on other businesses, the Morris also generates more than $353,000 in sales tax revenue. "Not only does a nonprofit like the Morris Performing Arts Center contribute to our local tax base, but this study demonstrates that the Morris draws people to downtown South Bend with discretionary spending," said Paul Meyer, chairman of the board for DTSB. "We believe that once people come downtown they'll get caught up in its excitement and vibrancy, visit other businesses and become regular patrons." The study was conducted by Ashley M. Oberst, who will graduate this month with a bachelor's degree in mathematics from Saint Mary's. At the time of her graduation, Oberst is slated to receive two awards—the Frank Yeandel Award, given to the senior