In 2015, it generated an estimated $926,000 in economic activity, which is an increase of 53 per cent over the previous year, according to organizers.
The number of riders grew last year by 32 per cent to over 6,000. Each weekend, on average, the bus attracted 424 riders.
The Wolfville Magic Winery Bus released its economic impact data April 5 during a presentation to Wolfville town council.
“Visitor satisfaction and intent to recommend are remarkable for this one-of-a-kind tourism offering. It’s exciting to see the Wolfville Magic Winery Bus broaden its impact each year,” Donna Sears, who teaches marketing at the F.C. Manning School of Business at Acadia University.
Sears, who specializes in the wine industry’s impact, noted last season there was a measured increase in the amount spent by guests visiting the region.
She called the success of the 55-seat bus an international story.
“Napa would be really excited,” Sears said.
Every sector in her study benefited from increased spending by visitors with 81 per cent spending in restaurants; 48 per cent purchasing accommodations; 26 per cent shopping in retail locations and 15 per cent patronizing local bars/pubs.
From guest survey data collected, more than 76 per cent of those riding the non-profit bus expressed a desire to ride the wine bus again and also to recommend it to others. Most hear about the experience from friends and relatives, underscoring the power of word-of-mouth.
Businesses are seeing the benefits and we are authenticating the region as a premier wine and culinary destination,” said manager David Hovell.
He told council social media has been an important factor in marketing the winery bus.
Shifting culture of alcohol
Wolfville town council recently received a letter from a community group about reducing the alcohol harms inherent in on and off loading the winery bus.
Chief administrative officer Erin Beaudin said the March letter has gone to Wolfville’s town and gown committee for recommendations.
The March missive, written by Daisy Dwyer of Kingston, came from the Community Alcohol Project – Partners Shifting the Culture of Alcohol.
It questions the use of Willow Park, which is a “space where children frequent and play,” for dropping off winery bus patrons.
“We are hearing stories of…people, some of whom are exhibiting signs of inebriation, who then proceed to their vehicles,” Dwyer wrote.
While acknowledging the economic spinoffs of the wine industry, the request from the advocacy group is a bus rerouting that reduces the harms associated with the normalization of alcohol in Wolfville.
Did you know?
The 2016 Wolfville Magic Winery Bus season will begin June 30 and runs through Sunday until Oct. 16 with three trips a day from the Wolfville visitor information centre at Willow Park.
