Economic Impact
Historic Masonic Theatre Delivered $2.3 Million in Economic Impact in 2018
Independent study examined theatre’s impact in its second year of operations
CLIFTON FORGE, Va.—An independent study arranged by Clifton Forge Town Manager Darlene Burcham and conducted by the Roanoke Valley-Alleghany Regional Commission has found that the Historic Masonic Theatre delivered $2.3 million in economic impact in the Alleghany Highlands from visitor spending in 2018, the year used to supply statistics for the study and the second full year of the theatre’s operations.
Economic activity associated with the visitors helps support more than 35 jobs per year in the Alleghany Highlands, mainly in lodging and restaurant businesses in the region. The localities benefitting include Alleghany County, Covington and Clifton Forge. General merchandise stores, food and beverage stores, and gas stations also directly benefitted. The Masonic Theatre directly provides seven jobs and accounts for $709,659 in overall output to the regional economy. Staff currently employed by the Masonic includes two full-time positions and seven part-time positions.
The commission’s study utilized a standard economic impact model calibrated for the specific study area using standard regional datasets. The Historic Masonic Theatre staff was able to supply detailed data from customer surveys on visitation and spending patterns. The data on spending is from visitors that came from more than 45 minutes away, specifically for events at the Masonic Theatre, and spent money on food, gas or lodging in Alleghany County, Covington, or Clifton Forge. Forty-nine percent of ticket-buying patrons live more than 45 miles away and 18% live outside of Virginia.
Gayle Hillert, president of the Masonic Theatre Preservation Foundation, noted that the strong economic impact aligns with the organization’s original goals for the theatre.
“When the Masonic Theatre Preservation Foundation was formed in 2009, its mission statement specified that the Theatre should be an economic, educational, and social stimulus for our community,” she said. “While the programs and events support the educational stimulus goal and the more than 245,000 attendees since our July 2016 reopening support the social stimulus goals, The Historic Masonic Theatre is proud to demonstrate such a profound economic impact for the Alleghany Highlands region.”
“Our economic impact is a testament to the dedication and talents of our board of directors, staff, and volunteers,” added Jeff Stern, the Theatre’s outgoing executive director. “While we are proud to welcome so many out-of-town guests to the theatre, we are equally proud of the work we do every day to serve our neighbors. More than 30% of our annual programming is specifically designed to serve our local community, with the vast majority offered at low or no cost. Our focus on local programs, partnerships, and the strengthening of our local community are at the heart of the original vision articulated by our founder, the late John Hillert. But my most exciting takeaway from the economic impact study is that the theater has so much more room to grow. For the Historic Masonic Theatre and Amphitheatre, the best is yet to come.”