American Bus Association Names the Utah Shakespeare Festival One of North America’s 100 Best Events for 2012

The American Bus Association (ABA) announced that the Utah Shakespeare Festival has been designated by an experienced expert tourism industry selection committee as one of the Top 100 Events in North America for 2012. Inclusion in the Top 100 list, published as a supplement to the September/October issue of Destinations magazine, indicates that the Utah Shakespeare Festival offers excellent entertainment value to both tour groups and individual travelers from around the world, according to the ABA.

With the release of the American Bus Association's 2012 Top 100 Events in North America, ABA celebrates 30 years of the program. What began as a way for motorcoach operators to incorporate new product into their itineraries has grown to one of the most sought-after lists by travel professionals, motorcoach operators and the general public.

"The attractiveness of the Utah Shakespeare Festival as a don't-miss entertainment value is only part of why its selection this year is such a distinction for Cedar City, Utah," said Peter J. Pantuso, CTIS, ABA's president and CEO. "The real news here is that the Utah Shakespeare Festival has been recognized as a potential magnet for tourism dollars, at a time when reenergizing domestic tourism is so important to our spirit and out economy. The honor gives Cedar City an important boost in visibility among professional tour planners."

"The Utah Shakespeare Festival is honored to once again receive this national recognition from the American Bus Association," said Scott Phillips, executive director for the Utah Shakespeare Festival. "As we are about to complete our 50th year celebration it is rewarding to have others recognize the Festival's artistic work and our ability to help stimulate the region's economy. Our annual motorcoach business has been steadily climbing over the past several years, which is why the ABA and the Festival make great partners in promoting and fostering the national tourism industry."

According to studies completed by researchers at The George Washington University and Dunham and Associates, one overnight visit by a motorcoach group can leave from $5,000 to more than $11,000 in a local destination's economy. Those dollars are spent on lodging, meals, admissions, fees, shopping, souvenirs, services and local taxes.

"Motorcoach groups spend more and stay longer," Pantuso said. "That's why the Utah Shakespeare Festival is truly a local economic asset. There is no better way to jump-start tourism than to attract motorcoach groups to a great event and convince them to extend their stay."

ABA's 2012 Top 100 Events Selection Committee selected the Utah Shakespeare Festival from hundreds of event nominations submitted by ABA members. Judges considered the event's broad appeal, its accessibility to motorcoaches, skill at handling large groups, and a variety of other relevant criteria.

The Top 100 Events list is available online at http://www.buses.org/News-Publications/Top-100.