MNP TIABC Summit Presentation v2 - May 26 2016
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Page 1 Film Induced Tourism: Best Practices & Lessons for BC Tourism Industry Association of BC AGM & Summit 2016 Presented by: Ed Mansfield & Kira Sher Date: May 26, 2016
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Transcript of MNP TIABC Summit Presentation v2 - May 26 2016
Page 1
Film Induced Tourism: Best Practices & Lessons for BC
Tourism Industry Association of BCAGM & Summit 2016
Presented by: Ed Mansfield & Kira SherlowDate: May 26, 2016
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AGENDA
1. About MNP2. MNP Economics & Research Group3. What is Film Induced Tourism (FIT)4. Quantifying Film & Television Tourism5. Best Practices6. British Columbia's Situation
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MNP is the fastest growing major chartered accountancy and business consulting firm in Canada, with more than 70 locations and 3,000 team members across the country. In British Columbia, MNP is well-recognized across the province, with more than 700 team members located in 17 communities.
MNP’s Economics and Research Practice provides analysis and research services that encompass a wide range of statistical, economic and program evaluation applications. Our work helps clients make strategic decisions, evaluate programs and business alternatives, determine economic and financial contributions and develop public policy. Our team of economists, statisticians and business professionals has served clients from across Canada and the United States.
ABOUT MNP
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Film Induced Tourism (FIT)Film induced tourism is the phenomenon of films and television programs encouraging viewers to visit the country or region where filming occurred. Film induced tourism and its related concepts, which include the broader effects of media culture, has increasingly been viewed as an important component of the tourism sector in many jurisdictions.
MNP’s Vancouver Economics and Research practice is a leading provider of economic and research services to the film and television industries, and in that role has recently studied the effects of film induced tourism in many Canadian and US locations. Included in MNP’s recent work have been jurisdiction-wide studies in Hawaii, Florida, Georgia and New Mexico, as well as production specific studies on Bloodline, Once Upon a Time and Suits.
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Current and Previous Work With
MNP ECONOMICS & RESEARCH GROUP
Film• New Mexico State Film Office• Motion Picture Association of America• Motion Picture Association of Canada• NBC
Government• BC Ministry of Forest, Lands, and Natural
Resources• BC Ministry of International Trade• BC Ministry of Jobs, Tourism, Skills
TrainingTourism Organizations
• Destination Canada• Tourism Vancouver • Edmonton Tourism
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The Challenges
1. Skepticism exists about the existence of film tourism
2. Individuals and agencies in some jurisdictions do not want to recognize film tourism
3. Very few jurisdictions have established ongoing measurement/monitoring systems for film tourism
4. Anecdotal reports or ad hoc visitor studies have been used but this approach is open to criticism
QUANTIFYING FILM & TELEVISION TOURISM
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QUANTIFYING FILM & TELEVISION TOURISM
Examples of What's Been Done Recently in Other Places
Film/TV Series Location (Year) Impact on Visitor Numbers
The Hobbit, Lord of the Rings New Zealand (2016)
As of May 2016, 18% of international visitors stated The Hobbit trilogy as the reason for their visit to New Zealand
94% of international visitors are aware of The Hobbit being filmed in New Zealand
29% of international visitors had a Hobbit experience
Bloodline, Dolphin Tale, CSI: Miami, Miami Vice
Florida, Florida Keys (2013 and 2015)
Up to 23% of leisure visitors stated that a movie or television series filmed in Florida was ‘extremely or very important’ in their decision to visit Florida
One season of Bloodline resulted in 39k incremental overnight trips to the Florida Keys, with $65 million in incremental travel spending
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QUANTIFYING FILM & TELEVISION TOURISM
Examples of What’s Been Done Recently in Other Places
Film/TV Series Location (Year) Impact on Visitor Numbers
Ender’s Game, True Blood, Duck Dynasty, NCIS: New Orleans, American Horror Story
Louisiana (2015)
72% of visitors are aware of film, television shows, and/or documentaries shot in or depicting Louisiana
65.4% of total respondents indicated that their awareness of films, television shows, and/or documentaries shot in or depicting Louisiana increased their interest in the state
22.9% of total respondents indicated that their awareness was ‘very important’ to their decision to visit
Lost, Hawaii Five-0, Jurassic Park, Pirates of the Caribbean, and South Pacific
Kauai, Hawaii (2011)
16% of visitors were influenced to visit the island because of films and television series recently filmed on Kauai
12% of visitors to Hawai‘i are influenced in whole or in part by film and/or television
15% of visitors engage in film and television related tourism activities once in Hawai‘i
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QUANTIFYING FILM & TELEVISION TOURISM
Examples of What’s Been Done Recently in Other Places
Film/TV Series Location (Year) Impact on Visitor Numbers
Ice Pilots, Ice Road Truckers, Arctic Air,
Northwest Territories (2012-2014)
32% of visitors to the NWT were ‘somewhat or very influenced’ to travel as a result of NWT based television series.
Breaking Bad, Better Call Saul, In Plain Sight, Longmire
New Mexico (2016)
Surveys of tourism businesses, organizations, and visitors:
Preliminary estimate of more than 10% of visitors have been influenced to visit New Mexico as a result of film and television
Substantial increase from 4% estimated in 2008
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BEST PRACTICES
1. Coordination between tourism organizations and film production companies is key
2. Tying film tourism to film incentives
3. Difficulty predicting which productions will be successful. Important to be prepared to capitalize
4. Communication and marketing of film production locations
5. Development of film experiences
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BRITISH COLUMBIA’S SITUATION
Potential Actions
Large legacy of past productions Marketing of production locations
Coordination between production companies and tourism organizations
Local entrepreneurship and participation from production companies
Development of ongoing, local and provincial measurement system
Large current production centre (In 2015 more than $2 billion in
production)
Potential to develop film experiences
Need to develop system measurements for film tourism
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MNP REPORT LINKSNew Mexico State Film Office - New Mexico Film Production Tax Credit Study http://www.nmfilm.com/Statistics.aspx
Monroe County Tourist Development Council - Economic Impacts of Netflix Original Series Bloodlinehttp://www.monroecounty-fl.gov/index.aspx?nid=328
Motion Picture Association of Canada - Economic Impacts of the Production of Suitshttp://www.mpa-canada.org/press-releases/
Motion Picture Association of Canada– Economic Impacts of the Production of Once Upon a Timehttp://www.mpa-canada.org/press-releases/
Motion Picture Association of America – Economic Impacts of the Florida Film and Entertainment Industry Financial Incentive Program – Supplementary Reporthttp://www.mpaa.org/press-releases/page/14/
Motion Picture Association of America – Economic Impacts of Production of Iron Man 3http://www.mpaa.org/?s=iron+man
Motion Picture Association of Canada – Economic Impacts of Once Upon a Timehttp://www.mpa-canada.org/press-releases/
Motion Picture Association of Canada – Economic Impacts of the Productions of Tomorrowlandhttp://www.mpa-canada.org/press-releases/
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MNP CONTACTS
Ed Mansfield, Ph.D.
Tel: (604) 637-1584Email: [email protected]
Kira Sherlow
Tel: (778) 372-5345Email: [email protected]
