Cambridge Econometrics Study Finds Holyoke St. Patrick’s Celebrations Generate $39.3 Million in Regional Economic Output
New analysis documents the far-reaching economic, cultural and community benefits of Holyoke’s St. Patrick’s celebrations.
HOLYOKE, MA — September 21, 2026 — The Holyoke St. Patrick’s Parade is much more than a beloved annual tradition. A new economic impact study by Cambridge Econometrics finds that the Holyoke St. Patrick’s Parade, Road Race and related regional St. Patrick’s activities generate $39.3 million in total economic output across Hampden and Hampshire Counties, supporting 275 jobs, $10.6 million in local wages and $20.5 million in value added.
Commissioned by the St. Patrick’s Committee of Holyoke, Inc., the study provides a comprehensive analysis of the economic contribution of the region’s St. Patrick’s celebrations. The analysis builds on a previous economic impact study conducted by the UMass Donahue Institute and uses visitor survey data, Committee expenditures, business case studies and Cambridge Econometrics’ REACT input-output model to measure both the overall economic contribution of the events and the portion of activity that represents new economic activity for the region.
The study estimates that visitors to the Parade and Road Race spend more than $23.2 million in the region, while regional St. Patrick’s committees contribute approximately $470,000 in annual spending in Hampden and Hampshire Counties. Together, these activities generate approximately $23.7 million in direct spending in the two-county region.
After accounting for spending that likely would have occurred in the region regardless of the events, Cambridge Econometrics estimates that the celebrations generate a $23.4 million net economic impact in new sales, supporting 166 jobs, $6.5 million in wages and $12.5 million in value added.
“As a Western Massachusetts-based firm, Cambridge Econometrics is particularly pleased to provide this updated, data-driven analysis of the Holyoke St. Patrick’s Parade, Road Race, and related events, which have long been important cultural and economic assets for our region,” said Ann Ormsbee, Managing Economist at Cambridge Econometrics. “Applying our REACT economic impact model, the new study quantifies the significant economic activity generated by a tradition that continues to be an important driver of visitation, local spending, and regional economic vitality.”
A Regional Economic Engine
The study estimates that the annual Parade attracts approximately 350,000 spectators, while the Road Race draws approximately 56,000 participants and spectators, including 6,000 runners. Of the estimated Parade attendance, approximately 88,000 visitors come from outside Hampden and Hampshire Counties, while the Road Race attracts an additional 9,000 visitors from outside the region.
Those visitors spend money throughout the region, benefiting businesses in food and beverage, retail, transportation, entertainment and accommodations. Parade visitors account for more than $19 million in direct spending, while Road Race visitors contribute nearly $4 million.
The economic benefits extend to local and regional businesses. Cambridge Econometrics conducted case studies with five area businesses to better understand the real-world impact of the events. The businesses reported significant increases in activity surrounding St. Patrick’s Weekend, including:
Log Cabin, Delaney House and D. Hotel: A 30 percent increase in overall business revenue, with lodging revenue increasing closer to 50 percent.
Brennan’s Place in Downtown Holyoke: St. Patrick’s Weekend generates roughly 10 times typical sales and represents the restaurant’s most critical period of the year.
Rumbleseat Bar & Grille in Chicopee: Road Race-related activity more than doubles daily sales and supports expanded staffing.
Bean Restaurant Group: Multiple locations throughout the region experience an approximately 11 percent increase in sales during event week, along with additional revenue from food trucks and event programming.
Quality Beverage: The events generate a significant increase in regional demand and provide opportunities for brand visibility, product launches and market positioning.
The study also found that the events provide businesses with opportunities to reach new customers, increase visibility, support seasonal employment and offer additional programming, extending their benefits beyond Parade Weekend.
Benefits Extend to Taxpayers and the Community
The economic activity generated by the St. Patrick’s celebrations also produces an estimated $2.3 million annually in tax revenue for the Commonwealth of Massachusetts and approximately $86,000 for the City of Holyoke.
Behind the economic numbers is also an extraordinary volunteer effort. Approximately 200 volunteers contribute an estimated 32,000 hours each year planning, organizing and executing the Parade, Road Race and related events. Cambridge Econometrics estimates the value of that volunteer labor at approximately $970,000 if performed by paid workers.
The report also highlights the broader cultural and community role of the celebrations. Beyond the Parade and Road Race, regional St. Patrick’s committees organize a wide range of banquets, concerts, cultural events, fundraisers and other activities throughout the year. The report notes that these events help strengthen community identity and pride, reinforce the region’s connection to Ireland and contribute to Downtown Holyoke’s role as a regional destination.
Building on the Impact
The study's findings underscore the important role played by businesses, sponsors, community organizations and volunteers in making the St. Patrick’s celebrations possible.
With hundreds of thousands of people attending the Parade and Road Race and thousands more participating in related events throughout the season, the celebrations create a unique opportunity for businesses and organizations to connect with customers, visitors and the broader community.
“For generations, people have known that the Holyoke St. Patrick’s Parade is special. Now we have the data to show just how significant it is – not only culturally, but economically,” said Stephanie Joyce, President of the St. Patrick’s Committee of Holyoke. “The Parade and Road Race bring visitors to Holyoke, support local businesses, create jobs and showcase our region to people throughout New England and beyond. This impact reaches far beyond Parade Day, and we invite businesses, sponsors and community partners to be part of this celebration and help us build on its momentum.”
The Committee extends its sincere appreciation to State Senator John Velis, State Representative Patricia Duffy and the Massachusetts Office of Travel and Tourism for their instrumental support in securing state funding for this important study.
The study concludes that the Holyoke St. Patrick’s Parade, Road Race and broader network of associated events generate significant regional economic activity while strengthening community identity and pride. The events support jobs, income, business revenue and tax receipts while drawing visitors to the region, supporting local businesses and highlighting Downtown Holyoke as a vibrant community destination.
The Committee said the findings will help inform future planning and demonstrate the importance of continued investment and partnership to ensure the celebrations remain a vibrant part of Holyoke and Western Massachusetts for generations to come.
The full study can be found at: www.holyokestpatricksparade.com/economic-impact.
For more information about the Holyoke St. Patrick’s Parade, Road Race and upcoming events, visit the Holyoke St. Patrick’s Committee website at www.holyokestpatricksparade.com.
About the St. Patrick’s Committee of Holyoke
Established in 1952, the St. Patrick’s Committee of Holyoke, Inc. is a non-profit, volunteer organization that plans one of the most festive St. Patrick’s celebrations in the United States. The Holyoke St. Patrick’s Parade annually welcomes over 350,000 spectators and another 1 million+ who watch it live on the local NBC television affiliate, WWLP, or streaming on wwlp.com. The annual Holyoke St. Patrick’s Road Race, held the day before the Parade, is one of the premier 10K road races in New England and draws thousands to a festive block party in downtown Holyoke. The Holyoke St. Patrick’s Parade has been designated a local legacy by the Library of Congress.
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