WAA’s First-Year Parents’ Weekend brings $1.25 million to Madison economy

An annual influx of family members visiting students at the University of Wisconsin–Madison for a weekend of campus events brings approximately $1.25 million to the local economy through spending on lodging, dining, shopping and other activities.

First-Year Parents’ Weekend (FPW) is hosted annually by the Wisconsin Alumni Association (WAA). The weekend includes several activities for UW–Madison students and their families, including on-campus educational sessions, Badger football tickets and free time for families to experience student life and enjoy downtown Madison.

A recent WAA survey of participants in 2007’s First-Year Parents’ Weekend found that each family spent an average of $1,172 during the weekend, including the program cost, lodging and airfare for out-of-state participants.

In 2007, First-Year Parents’ Weekend attracted 2,790 visitors from 22 states. Most participants came from Wisconsin (33.8 percent), followed by Minnesota (16 percent), and Illinois (11 percent). Nineteen percent of participants came from the east coast, while 10 percent came from other states. Nearly three-quarters of survey respondents reported a household income of $100,000 or more.

Spending patterns during 2007’s First-Year Parents’ Weekend included:

• Dining: Visiting families spent an average of $257 on dining while in Madison. Ninety-nine percent of all participants said they dined out at least once, while 50 percent reported dining out three to four times during the weekend. More than 94 percent stopped for food on State Street or in downtown Madison during FPW, and 96 percent of families spent $50 or more on dining during their stay.
• Shopping: FPW participants spent an average of $219 per family on shopping. Eighty-four percent of those who said they went shopping bought Badger merchandise, while others visited department stores (44 percent) or grocery stores (42 percent), or bought clothing or shoes (37 percent).
• Lodging: Wisconsin and Minnesota residents most often chose lodging accommodations on Madison’s east side, while visitors from Illinois more often chose lodging on the west side. Downtown lodging options were most popular with visitors from the east coast and other states.
• Attractions: Almost all FPW participants attended the Badger football game at Camp Randall Stadium and most also attended WAA’s Badger Huddle pregame tailgate. More than half of FPW visitors stopped by the Memorial Union, one-quarter visited the state Capitol building, and more than 20 percent attended another UW–Madison athletic event while in town.

This year’s First-Year Parents’ Weekend is set for Friday-Sunday, Nov. 14-16. Parents and family members will join UW–Madison students for activities including Day on Campus, the Badger Huddle pregame tailgate and the Badger football game against Minnesota at Camp Randall Stadium. More than 1,600 visitors are expected for the 2008 session.