The Challenge
The City of Riverside made a landmark investment in The Cheech Marin Center for Chicano Art & Culture—the nation’s first major museum dedicated to Chicano art. While the cultural value was evident, city leaders and tourism stakeholders lacked clear data to determine whether The Cheech was driving tourism-related revenue, visitor engagement, and a return on investment.
Our Approach
Boules Consulting was engaged to quantify the tourism and economic value of The Cheech’s first year. We:
Analyzed visitor origin and attendance trends to track draw from out-of-town guests
Evaluated advertising spend and reach to assess campaign effectiveness
Mapped museum activity against local hospitality sector performance, especially Hotel Transient Occupancy Tax (TOT) trends
Used industry-standard multipliers to calculate direct, indirect, and induced economic impact
Delivered a report tailored for both policymakers and the tourism marketing community
The Results
The analysis uncovered over $30 million in tourism-related economic impact tied to The Cheech, with a multiplier effect of 1.55 (meaning that for every $1 spent by visitors at The Cheech, an additional $0.55 was generated in the local economy). The data showed that The Cheech successfully attracted overnight visitors, drove increased hotel stays, and boosted local spending across restaurants, shops, and cultural institutions.
Key Outcomes:
The Cheech significantly increased Riverside’s visibility as a destination for cultural tourism
Visitor draw extended beyond local audiences to regional and statewide travelers
Marketing investments showed strong ROI and justified further destination branding efforts
The report catalyzed public and media interest, with press coverage highlighting The Cheech as not only a cultural beacon—but also a strategic tourism investment.
Media Coverage
📰 Raincross Gazette: The True Cost of Culture: Unpacking The Cheech’s Economic Impact📰 News10: The Cheech Announces 2025 Exhibitions, Boosting Riverside’s Economy
Read the Full Report
📄 FINAL Cheech Economic Impact Report (PDF)
This project exemplifies how cultural institutions can drive measurable economic value while enriching a region’s identity. By grounding vision in data, the City of Riverside was empowered to make informed decisions, advocate for continued investment in the arts, and elevate its status as a destination for cultural tourism.
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