EVENT CALENDAR & TARGETING STRATEGY
See which event types drive the most impact and where the calendar has gaps.
1,334 events (trailing 12 months)
CALENDAR UTILIZATION
Jan
GAP
58%
89 events
Feb
GAP
52%
78 events
Mar
68%
102 events
Apr
75%
112 events
May
82%
123 events
Jun
88%
132 events
Jul
91%
136 events
Aug
85%
127 events
Sep
79%
118 events
Oct
76%
114 events
Nov
71%
106 events
Dec
65%
97 events
Q1 Gap: 167 events vs. 334 avg.
Est. loss: $67.7M
BY EVENT TYPE
| Type | Count | Avg Attend | Avg Impact | Impact/Attendee |
|---|---|---|---|---|
| Conferences | 187 | 1,200 | $102K | $85 |
| Sports | 523 | 28,500 | $2.4M | $85 |
| Concerts | 312 | 18,500 | $1.8M | $95← highest |
| Theater | 456 | 1,200 | $102K | $85 |
| Festivals | 89 | 8,500 | $723K | $85 |
| Other | 678 | 4,200 | $357K | $85 |
MARQUEE EVENTS
NYC Marathon
Economic Impact$415.0M
Participants50,000
Spectators2,000,000
Avg Stay3.2 nights
Impact per Attendee$202
US Open Tennis
Economic Impact$380.0M
Attendance732,000
Avg Stay2.8 nights
Impact per Attendee$519
NYC Pride
Economic Impact$185.0M
Attendance2,500,000
Avg Stay2.1 nights
Impact per Attendee$74
Broadway Season
Economic Impact$1.6B
Attendance14,600,000
Impact per Attendee$113
TOP EVENTS
| Event | Type | Date | Attendance | Impact |
|---|---|---|---|---|
| New York Knicks vs. Boston Celtics | NBA Basketball | Dec 18, 2024 | 19,812 | $5.0M |
| Taylor Swift - The Eras Tour at MetLife | Concert | Nov 10, 2024 | 82,500 | $12.4M |
| New York Giants vs. Dallas Cowboys | NFL Football | Oct 27, 2024 | 82,500 | $10.3M |
| New York Rangers vs. New Jersey Devils | NHL Hockey | Dec 12, 2024 | 18,000 | $3.1M |
| New York Yankees Opening Day | MLB Baseball | Apr 1, 2024 | 47,647 | $7.1M |
EVENT TARGETING RECOMMENDATIONS
- •Q1 calendar utilization is 55%. Estimated Q1 impact gap: $67.7M. Family-friendly events and regional sports tournaments can improve utilization while driving overnight stays.
- •Prioritize multi-day festivals that generate overnight stays. Events like concerts show the highest impact per attendee ($95). Multi-day festivals and conferences extend visitor stays, increasing hospitality and retail spending.
- •Target events that bring visitors into under-served neighborhoods. Strategic event placement in neighborhoods with lower current impact can address equity gaps while expanding the economic development footprint across the city.
Peer Comparison: Peer cities host approximately 23% more high-impact events in Q1, indicating potential for calendar optimization.