Release Date: Wednesday, November 16th 2011

Duquesne Light Light Up Night(r) and Holiday Weekend Programming Generated $21.3 Million for Downtown Pittsburgh

FOR IMMEDIATE RELEASE  - Nov. 16, 2011                                    

Contact:     Ida D’Errico
724-260-5331– Office
412-965-0570 - Cell
iderrico@comcast.net

Duquesne Light Light Up Night® and Holiday Weekend Programming
Generated $21.3 Million for Downtown Pittsburgh

Enhanced Programming, Market Square Season of Lights and
Holiday Saturdays Boosted Downtown Business Volume and Vitality in 2010

PITTSBURGH, PA — According to a 2010 economic impact study commissioned by the Pittsburgh Downtown Partnership (PDP), an estimated 850,000 (source: Pittsburgh Police) people visited Downtown Pittsburgh during last year’s 50^th Anniversary Weekend Celebration of Light Up Night® powered by Duquesne Light, and the 2010 Holiday Season. The milestone year marked the first time the traditional community event expanded to two days. The newly-added second day attracted more than 250,000 people and featured a full-day of continued concerts in Market Square and the first-time all equine Horse-drawn Carriage Parade.  The attendance increased by approximately 570,000 people from the 2007 season (the last time the study was conducted).

Light Up Night® attracted more than 100,000 people in 2008. Significant attendance growth occurred for the 2009 re-designed, re-programmed event, attracting more than 300,000 visitors to a new all-Pittsburgh celebration. Spending increased by $9.5 million from $11.8 million in 2007 to $21.3 million in 2010, demonstrating significant increases in business for Downtown retailers, restaurants, hotels, parking garages and entertainment venues.

Downtown Pittsburgh’s holiday celebration is one of the largest in the country. “Not only is Light Up Night® the region’s largest holiday celebration, it is also a showcase event for Downtown Pittsburgh because it markets all the unique amenities and attractions available to provide visitors with the ultimate Downtown holiday experience”, said Jeremy Waldrup, PDP President and CEO.

Conducted by Pittsburgh-based Strategic Metrics Group, the study surveyed visitors over the 2010 Light Up Night® Weekend and four subsequent Holiday Saturdays at various high-traffic areas throughout the Golden Triangle including Market Square, Fifth Avenue Place, PPG Place, One Oxford Centre, Macy’s and the Clemente Bridge Party. The respondent base included a mix of age groups, income, race and gender, with female visitors age 35 – 44, representing the largest demographic group participating in the holiday activities.

Other key Light Up Night® findings included:

• Average spending on Friday of Light Up Night®; $44.24/person;
• Average spending on Saturday of Light Up Night®; $81.38/person (first-ever Horse-Drawn Carriage Parade);
• 45% of the parties included children under the age of 18;
• Average distance traveled on Light Up Night® and throughout the season was 15.2 miles; 62% of Light Up Night® participants and 69% of holiday shoppers traveled by car;
• Light Up Night® pedestrians spent significantly more than Holiday Season pedestrians in key food/beverage categories – Casual/ Fine Dining and Bars/ Pubs

The iconic Oyster House also experienced its two best business days. “Light Up Night® is a tremendous event for businesses. The two-days (event) followed by the Market Square Season of Lights attracted a lot of people and new business for everyone. We need more events like this to promote Downtown and the City,” said Lou Grippo, Owner.

Mike Geiger, owner of Moe’s Southwest Grill in Market Square—a central hub for activities throughout the season—stated, “Light Up Night® 2010 was our highest volume day since we first opened our doors in 2008.  We are happy the event is returning to Market Square as a two-day event.”

In 2010, the “Holiday Saturdays” shopping visitor provided the biggest boost to the economy, contributing 48.6% of the economic value, indicating that Downtown retail is a viable option for holiday shopping:

·         75% of respondents indicated they were in Downtown for their “annual visit” with their children;
 

·         73.7% of respondents came to see the holiday sights, including the new Market Square Season of Lights interactive display in the heart of Downtown;
 

·         When pedestrians were asked what their primary reason was for a Downtown visit, Light Up Night® and shopping topped the chart at 45.5% and 20% respectively;
 

·         In all 419 respondents surveyed, the Light Up Night® and holiday pedestrian’s income was evenly distributed, reinforcing the idea that Downtown holiday programming appeals to everyone.

“Our merchants consistently discover new customers on Light Up Night® each year from the suburbs, out of state and even across the globe,” said Kerry Shepski, Marketing Manager for Fifth Avenue Place and long-time venue partner for Light Up Night®.  “From the Unity Tree and PPG Ice Rink to the Holly Trolley and Carriage Rides, Light Up Night® is an introduction for visitors that drives return visits throughout the holiday season and the year.”

Downtown hotels, restaurants and attractions shared impressive numbers over the two-day 2010 Light Up Night® Weekend. Many hotels were sold out or had over 80% occupancy. Restaurants such as McCormick & Schmick’s, Capital Grille and The Carlton were at capacity, the Gateway Clipper was sold-out all four of their Friday, Nov. 19 cruises, and the Carnegie Science Center sold out its sleep-over.

“The PDP has done a remarkable job in creating an annual event that grows more exciting every year. Light Up Night® signals the start of the holiday season and brings families and friends together from everywhere. We know that hotels, restaurants and shops profit from people who decide to stay downtown and enjoy all that there is. It’s a great opportunity to see this beautiful city shine”, said Craig Davis, Vice President of Sales and Marketing at VisitPittsburgh.

A full copy of the 2007 and 2010 Light Up Night®/Holiday Economic Impact Study is available on the “Research and Reports” section of the PDP Website, www.DowntownPittsburgh.com.

Downtown is gearing up for another tremendous kick-off to the holiday season with the 51^st Annual Duquesne Light Light Up Night® this Friday, Nov. 18 and the Holiday Weekends. For details, go to www.DowntownPittsburgh.comor call 412-566-4190.

About the Pittsburgh Downtown Partnership

The Pittsburgh Downtown Partnership (PDP) is a dynamic, nonprofit organization comprised of business and community leaders, property owners, civic organizations, foundations and residents who provide energy, vision and advocacy for Downtown Pittsburgh. Working collaboratively with its partners, the PDP strives to create a positive Downtown experience for residents, workers and visitors alike. The PDP’s strategic initiatives include clean and safe services, transportation, housing and economic development and advocacy. For more information, visit DowntownPittsburgh.com, follow us on Twitter (@DowntownPitt) and “like” us on Facebook.

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