Whangārei Art Museum
Whangārei Art Museum Visitor & Economic Impact Dashboard
Live view of who is coming through WAM, what they spend, and how confidently we can scale those insights. The Economic Impact tab converts non-Northland spend into museum-attributable dollars (including an IVL view), the Visitor Profile tab tells the story of today’s visitors, and the Response Coverage tab shows daily survey coverage with every raw response for transparency.
Last updated
27 Dec 2025, 10:53 am
Annualised attributable spend
$2,499,199
Includes WAM-attributable trip spend plus the estimated value of visitor accommodation (annualised, using the Combined audience sleeps).
Projected annual non-Northland visitors
12,692
Scaled from coverage-weighted survey share of the projected 30,164 total visits.
Non-Northland share of visits
42.1%
Portion of projected total visits attributed to non-Northland visitors.
Combined annualised sleeps
14,597
Coverage- and influence-weighted nights for combined visitors scaled to an annual target of 12,692 visitors.
Visitor Mix
How Visitors Answered the Influence Question
Why these weights?
- It was the main and deciding reason for my visit — 100%
- It was an important part of why I decided to come — 50%
- It contributed somewhat to my decision — 25%
- I was already coming, but chose to visit WAM while here — 0%
- It had no influence on my decision to visit Whangārei — 0%
Attributable Sleeps & Accommodation Value
WAM-Attributable Sleeps by Audience
Toggle Combined, International, and Domestic to see how influence- and coverage-weighted nights scale to annual targets. The International view aligns with the IVL requirement; the Combined view uses all non-Northland visitors (domestic + international), and the Domestic view isolates non-Northland domestic visitors.
Note: averages are low because most visitors are day-trippers; sleeps reflect only the weighted share who stay overnight, so the value can sit close to visitor counts when average nights ≈ 0.3.
Avg attributable nights per response
1.2
Average attributable nights per response is 1.15 (nights × influence × coverage ÷ total weighted responses). Low values are expected because most visitors are day-trippers.
Combined annualised sleeps
14,597
Average attributable nights (~1.15) × estimated annual non-Northland visitors (domestic + international) (12,692). Low average nights mean this number can be close to the visitor count even though each visitor is not staying a full night.
Annualised Sleeps by Accommodation Type
Shows how WAM-attributable nights scale up across each accommodation category. Non-commercial stays (friends/family, own home) contribute to sleeps but not to commercial accommodation value.
| Accommodation type | Estimated price | Annualised sleeps | Total $ |
|---|---|---|---|
| Airbnb or holiday rental | 8,495 | $1,444,086 | |
| Staying with friends or family | 3,932 | $0 | |
| Camping or caravan park | 778 | $62,212 | |
| Bed & Breakfast or lodge | 725 | $65,239 | |
| Motel | 668 | $100,237 | |
| Total | — | 14,597 | $1,671,774 |
Trip Spend Snapshot
Who We Surveyed This Period
Each tile summarises the non-Northland visitors captured so far and the average trip budget they reported before any weighting or yearly scaling.
Non-Northland visitors captured
181
Raw count of survey responses where the visitor selected a region outside Te Tai Tokerau / Northland.
Avg trip spend per response
$329
Sum of all non-Northland trip budgets (food + attractions + transport + retail midpoints), divided by adults-only per group, then coverage-weighted (visitors ÷ surveys).
Museum-Attributable Impact
Portion Justified by the WAM Influence Question
Each value multiplies the visitor's spend estimate by their influence response (sole reason, moderate, slight, etc.), so you're seeing only the dollars that can be fairly attributed to WAM.
Annual projections use the current Bellwether projection of 30,164 visits as the baseline for estimating how much new non-Northland spend the museum can claim.
Avg claimable per response
$65
For each non-Northland visitor we calculate (trip spend × WAM influence weight) and weight it by that day’s coverage, then divide by the sum of weighted responses.
Annualised attributable trip spend (excl. accommodation)
$827,425
Uses the coverage-weighted average museum-attributable spend per visitor and scales it to roughly 12,692 non-Northland visitors (42.1% of the projected 30,164 total visits).