###Contact: Harold Holzer, Elyse Topalian Communications Department 1000 Fifth Avenue, New York, NY 10028-0198 tel (212) 570-3951 fax (212) 472-2764 email@example.com Results of Visitor Survey Alexander McQueen: Savage Beauty; Anthony Caro on the Roof; Richard Serra Drawing; and Rooms with a View June and July, 2011 A survey of visitors to four summer special exhibitions at The Metropolitan Museum of Art demonstrates that visitor spending by individuals from out of town generated $908 million of economic activity and provided an estimated direct tax benefit to New York City and State of $90.8 million. 993 visitors were surveyed over two weeks in June and July, 2011, when four special exhibitions- Alexander McQueen: Savage Beauty; Anthony Caro on the Roof; Richard Serra Drawing; and Rooms with a View-were on view. Key findings * 661,509 people saw Alexander McQueen: Savage Beauty; 306,542 had visited Anthony Caro on the Roof (by August 26); 183,553 saw Richard Serra Drawing: A Retrospective, and 194,398 attended Rooms with a View: The Open Window in the 19th Century. * The vast majority of The Met's visitors are from out of town. Sixty-eight percent of visitors surveyed were from outside the five boroughs of New York City. * Of the out-of-town visitors, 20% were from the Tri-State area, 38% from other states, and 42% were international. International visitors on average spend more and stay longer than domestic visitors. * More than four out of five (82%) of the out-of-town visitors stayed overnight in the City, and the median length of stay was 5 days. Almost three-quarters (72% of 82%) of these stayed in a hotel. * Out-of-town visitors reported spending on average $599 on expenses and another $328 on shopping during their visit to New York, yielding an estimated $908 million in spending by visitors to the exhibitions. Using an estimate of a 10% tax rate on spending (combining sales and hotel taxes), the tax benefit for New York City and State would be roughly $90.8 million. * During their stay in NYC, visitors participated in many other cultural activities: 74% visited museums, 51% saw a Broadway show, and 21% attended an opera, ballet, or concert. * 52% of the out-of-town visitors reported that their visit to The Met was a determining factor in their decision to visit New York. Out-of-town visitors were asked how important seeing the Alexander McQueen: Savage Beauty, Anthony Caro on the Roof, Richard Serra Drawing, and Rooms with a View exhibitions, and visiting the Met in general, were to their decision to visit New York City. Using a 1 (not at all important) to 10 (very important) scale, 28% of visitors gave a rating of 8 or above with regard to the exhibitions, and 52% gave a rating of 8 or above to visiting The Met in general. * Using just those individuals who said the exhibitions or the Museum were highly important in their visiting decision, the visitor spending estimate would be $254 million (for the exhibitions) or $472 million (for the Museum in general). These figures would yield tax benefit estimates of $25.4 million and $47.2 million respectively. * Of travelers, 45% made their first visit to the Museum, and an additional 23% made their first visit in several years. * The median age for visitors surveyed was 44. As is typical for the Met, visitors are highly educated, with more than half (46%) holding a master's degree or higher. Met visitors also have high incomes; the median reported income was $90,500 and 44% had income over $100,000.
Metropolitan Museum’s McQueen, Caro, Serra, and “Rooms with a View” Exhibitions Stimulate $908 Million Economic Impact for New York
Sep 20, 2011 by I Love New York Staff