Christmas celebrations in Perth helped deliver a massive £6.5 million boost to the city’s economy, council chiefs have reported.
The Winter Festival ran throughout November and December and peaked with a seasonal switch-on ceremony starring ‘80s icon Billy Ocean and pop group Lawson.
Last month, The Courier revealed that Perth and Kinross Council had spent nearly £54,000 on musical acts as part of a £161,000 investment.
The local authority has now unveiled the findings of an independent analysis of the festival season which showed a total gross expenditure of more than £6.5 million.
The figures were based on evaluations of three key events including the lights ceremony, the Santa Run and a visit by the Coca-Cola truck.
Approximately 30,000 attended the evening switch-on event, which is an increase of almost 3,000 than turned up for Peter Andre a year earlier.
Councillor John Kellas, convener of the enterprise and infrastructure committee, welcomed the figures.
“This evaluation shows the value of this kind of large-scale activity for the vibrancy, economy and reputation of the city,” he said. “The gross expenditure impact of the lights switch-on day alone is over £5 million.
“Around one in every five visitors to the event came from outside of Perth and Kinross and 98% of visitors rate their overall experience as either good or very good that is an excellent return for the city from an investment of £161,000.”
Two-thirds of visitors surveyed had been to the switch-on show in previous years.
Mr Kellas added: “The fact that they came back, plan to return in future years, and will recommend the city to their friends and families is a ringing endorsement of the approach the council has taken to launching the festive period in the city of Perth.”
Council officers are still assessing the contents of Bellerby Economics’ report and a further report will go before councillors in March.
Last year, the authority was criticised for its “extortionate” £20,000 pay-out to headline act Peter Andre. Some businesses on the edge of the town centre said they had not benefited from the 2014 celebrations, adding that their trade actually dropped.
For 2015, attractions were spread further afield with reindeers and Santa’s grotto on George Street.
Councillor John Flynn, who had raised concerns that spending could spiral “out of control”, said that it had become harder to criticise the costs because the event was successfully bringing more people into the city centre.