Give it a twirl

 Posted on: July 25 2016

An economic impact second only to college football? That’s a pretty significant impact. And that’s what is going on this week in South Bend.

Baton twirlers, yes, that staple of halftime band performances everywhere, are on the University of Notre Dame campus this week from around the country for the 47th annual America’s Youth on Parade baton twirling competition.

The South Bend Tribune reports that the National Baton Twirling Association’s competition — often dubbed the Super Bowl of baton twirling — draws contestants from all 50 states and many other countries. Age categories range from tots to the collegiate level in the diverse competition, which will include majorette contests, parade corps, flag corps, drill teams and cheerleading. By the way, the competition’s sessions are free and open to the public.

It's estimated that about 5,000 visitors come into the South Bend-Mishawaka area for the competition, and Meghan Huff, sports sales manager for Visit South Bend Mishawaka, which is St. Joseph County’s visitors’ bureau, is quoted as saying that apart from University of Notre Dame football weekends, the twirling competition has the greatest impact on the local economy.

Last year, the competition had a projected economic impact of about $3 million in St. Joseph County, according to Destination Marketing Association International. That figure includes an estimation of money spent by visitors at hotels, restaurants, retailers and area attractions. Much of the impact was generated by hotel stays as about 5,000 hotel room nights were attributed to competitors, judges, family and friends for the five days of competition.

The article also quotes Rob DeCleene, executive director of the visitors’ bureau: “Our hotel occupancy through the week and into the weekend will be hovering around 90 percent.” The bureau benefits from that occupancy because it is funded by the county’s 6 percent hotel-motel tax charged on rooms.

The competition is an annual event that brings in hotel rooms at a time (non-football) when South Bend has room vacancies. It’s a model that can help cities and venues like yours fill room nights during slow times—and generate significant economic impact for your area as well.

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