2007 JUNO Awards Provide a $9.4 Million Boost to Saskatchewan Economy

    SASKATOON, Aug. 31 /CNW/ - More proof that Canada's premier music awards
adds power to both performers and provincial pocketbooks.
    An economic impact assessment just completed of the 2007 Juno Awards in
Saskatoon indicates a $9.4 million increase in economic activity, $6.7 million
of that specifically for the City of Saskatoon. The report, completed by the
Paradigm Consulting Group, indicates most of the windfall came from visitors
who came to Saskatoon specifically for the event and from the spending of
event organizers who staged the Juno Awards and the many supporting events
around the city and province.
    The Juno Awards are estimated to have supported a total of 75 full-year
jobs, paying wages and salaries of $2.6 million, of which 55 full-year jobs
and $1.8 million were paid in Saskatoon.
    "The positive economic impact for Saskatoon is undeniable," says Melanie
Berry President of CARAS (Canadian Academy of Recording Arts and Sciences).
"Not only does the host city and province benefit but Canadian music and its
artists also get a boost from a well run event. We see a noticeable sales
spike by the Juno Awards performers following the Juno Awards broadcast. I'd
like to offer my congratulations to the Saskatoon organizing committee, the
City of Saskatoon and the Province of Saskatchewan for being tremendous hosts
to the music world."
    "I am very pleased with the exceptional economic performance of this
year's event." commented Todd Brandt, Co-Chair of the 2007 Host Executive
Committee. "In addition Saskatoon, and Saskatchewan, accrue the significant
benefit provided by millions of dollars in print and electronic media
coverage, as well as the exposure and social benefit to our artists,
volunteers and in building community pride."
    Marco De Iaco, Co-chair of the 2008 Calgary Host Committee said, "As
Saskatoon and many other cities before have shown, there is a very strong
business and cultural case for bidding to host the Juno Awards. In 2008,
Calgarians will have an opportunity to experience the best in Canadian music,
and be part of a celebration that is the premier arts and entertainment event
in the Canada! We are thrilled to bring the 2008 Juno Awards to Calgary and
expect to enjoy the kind of success Saskatoon experienced!"
    Given the size and complexity of the Juno Awards, the operational budget
of the event was substantial at nearly $2.3 million. Operational expenditures
included the costs of salaries and benefits of local staff hired for the
event, venue rentals, computer services, catering, equipment rentals, for hire
transportation such as limousines/car rentals, and production companies. Also
included in the total operational expenditures was spending by the local host
committee for groups such as volunteers and media, banners, advertising and
other media promotion, airport entertainment, and aboriginal initiatives.
    Considerable tax revenues were also supported through hosting the event,
totaling nearly $1.8 million, of which $800,000 were federal, $691,000 were
provincial, and $269,000 were municipal, of which $194,000 were estimated to
have been paid in Saskatoon.


    The purpose of the Tourism Economic Assessment Model (TEAM), developed by
the Canadian Tourism Research Institute at the Conference Board of Canada
(www.conferenceboard.ca/ctri) is to calculate both the provincial and regional
economic impacts of tourism. The economic impacts are calculated on the basis
of capital and operating expenditures on goods, services and employee
salaries, and on the basis of tourist spending within a designated tourism
sector. The elements used to measure the economic impacts are Gross Domestic
Product (GDP), Employment, Taxes, Industry Output and Imports. TEAM measures
the direct, indirect & induced effects for each of these elements.

For further information:

For further information: Todd Brandt, (Tourism Saskatoon), (306)
931-7574; Daryl Zerr, (Zerr Communications, Canadian Academy of Recording Arts
and Sciences), (403) 861-0110; Tony Fischer, (Paradigm Consulting Group),
(613)266-6964; Marco De Iaco, (Tourism Calgary), (403) 614-2032

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