The Williams 1995–1996 Visitor Study
by Julie Leones and Valerie Ralph1
Arizona Cooperative Extension
Department of Agricultural and Resource
1 Dr. Julie Leones is an extension
economist in the Department of Agricultural and Resource Economics
at The University of Arizona. Valerie Ralph is a research assistant
and graduate student in the same department.
This study would not have been possible without the financial
support of the national and state extension offices through the
Communities in Economic Transition Project. The researchers thank
Tom Kelley of the Williams-Grand Canyon Chamber of Commerce, Denise
Ruhling of the City of Williams and members of the local tourism
committee for their support. We also extend our many thanks to
the business people who assisted in the distribution of the surveys.
We would also like to express our many thanks to Linda Taber who
provided the graphic design and layout of this report.
- Visitors to the Williams area spent $37 million in and around
Williams in fiscal 1995–96.
- These visitor expenditures created $20 million in income and
- Total economic impacts of visitors to Williams resulted in
1,339 jobs and $30 million in total income impacts in Coconino
- Visitors contributed much of the $244,876 collected by the
City of Williams in hotel, restaurant and bar taxes.
- Visitors are most likely to be in the City of Williams between
6 and 9 p.m.
- Almost 60 percent of all visitors come to the Williams area
during the summer season (May through October).
- Twenty-eight percent of all visitor parties include at least
one member with foreign citizenship and 22 percent of all visitor
parties consist of visitors with international addresses.
- Thirty-six percent of all visitors are retired.
- Eighty-two percent of all visitor parties to Williams indicated
that seeing the Grand Canyon is one of their most important reasons
for visiting Williams.
- Twenty-six percent of all visitor parties rode the train to
the Grand Canyon.
- Thirty-four percent of all visitor parties visited the train
station in Williams.
- Twenty-six percent of all visitor parties visited historic
- Winter visitors consist of a higher percentage of visitors
over the age of 60, a lower percentage of children and a higher
percentage of visitors with interest in historical sites and
museums. Winter visitors are more likely to visit other Arizona
destinations (particularly Phoenix) than are summer visitors.
- Summer visitors include larger numbers and percentage of outdoor
recreation enthusiasts. More children are included among summer
visitors. Summer visitors' total trip lengths are shorter than
winter visitors' but they tend to stay 16 hours longer on average
in the Williams area.
- Among the five types of visitors identified in the study, historic
and international visitors make the largest per person per day
expenditures in Williams. However, outdoor recreation visitors
tend to spend the most time in the area.