That economic impact has certainly increased in recent years, said Alison Baringer English, executive director of the North Carolina Azalea Festival.
When the study was completed in 2011, organizers were still holding concerts at UNCW s Trask Coliseum and didn t sell concessions. Concerts moved outside in 2013, allowing nearly three times the attendance.
In recent years, the festival has been able to attract more well-known artists and started selling alcohol and concessions, which raise revenue.
It s difficult to tell just how much the Azalea Festival contributes to local tourism because festivals - unlike conventions - have no central booking mechanisms and many of the events don t require tickets, according to Connie Nelson, the communications director at the Wilmington and Beaches Convention and Visitors Bureau.