Reading

Reading, Pennsylvania offers a pragmatic business environment characterized by its strategic location in the Greater Philadelphia region and accessibility via major transportation corridors including Interstate 78 and Route 222. The city benefits from Berks County's diverse economic base spanning manufacturing, healthcare, logistics, and financial services, with a cost of doing business notably lower than nearby metropolitan areas. Pennsylvania's pro-business tax structure, including the Keystone Opportunity Zone program and various state incentives for business development, supports entrepreneurial growth in the region.

Reading's municipal government actively works to streamline permitting processes and attract investment through its Office of Economic Development, while the city's improving infrastructure and ongoing downtown revitalization efforts create a more favorable climate for conventions and business events. The presence of institutions like Alvernia University and Penn State Berks provides workforce development opportunities, though the region continues to work on addressing legacy challenges from its industrial transition to build a more robust 21st-century economy.

Reading, Pennsylvania's economic landscape is anchored by several key sectors that have evolved from its historical manufacturing heritage. The city maintains a strong presence in advanced manufacturing and industrial production, with companies specializing in precision machinery, metal fabrication, and industrial equipment. Healthcare has emerged as a major economic driver, with Reading Hospital and the Tower Health system serving as significant employers and anchoring a growing medical services cluster.

The logistics and distribution sector thrives due to Reading's strategic location along major transportation corridors, including proximity to Interstate 78 and 176, making it an attractive hub for warehousing and supply chain operations serving the Mid-Atlantic region. Retail and outlet shopping constitute another vital component, with the VF Outlet Village and other retail centers drawing visitors regionally. Additionally, the area has seen growth in professional services, education (anchored by institutions like Alvernia University and Penn State Berks), and food processing industries.

The city's diverse economic base, relatively affordable operating costs, and accessibility to major metropolitan markets like Philadelphia and New York City position Reading as a practical destination for business events focused on manufacturing innovation, healthcare administration, logistics management, and regional economic development.

Reading, Pennsylvania is home to several key business institutions that support the region's economic development and business community. The Berks County Chamber of Commerce serves as the primary business advocacy organization, connecting local businesses and promoting economic growth throughout the region. The Greater Reading Chamber Alliance works to strengthen the business climate through networking, advocacy, and educational programs.

Manufacturers Resource Center (MRC) provides critical support to the region's manufacturing sector, offering consulting and workforce development services. Berks Economic Partnership acts as the county's economic development agency, focusing on business attraction, retention, and expansion initiatives. Financial institutions include Customers Bank, headquartered in Reading, and Santander Bank, which maintains a significant presence in the area, along with numerous community banks and credit unions.

The Berks County Industrial Development Authority provides financing options and incentives for businesses looking to establish or expand operations in the region. Additionally, Penn State Berks contributes to workforce development and business research, while the Reading Area Community College offers training programs aligned with local business needs.

Reading, Pennsylvania's major business center is primarily concentrated in the downtown district along Penn Street and the surrounding blocks, which serves as the city's historic commercial and financial hub. This area features a mix of professional office buildings, banking institutions, and commercial spaces that house local businesses, law firms, and service providers. The Berks County Services Center and various municipal offices also anchor the downtown business district.

Additionally, the areas along Broadcasting Road and Van Reed Road in the western part of the city have emerged as secondary commercial centers, featuring modern office parks, corporate facilities, and professional services that cater to the region's manufacturing, healthcare, and logistics industries. The Reading Hospital and Tower Health system also represents a significant business and employment center for the region, contributing substantially to the local economy and professional activity.

Reading, Pennsylvania is enriched by several notable educational institutions that contribute to its cultural and intellectual landscape. The city is home to Alvernia University, a private Franciscan institution offering diverse undergraduate and graduate programs with a strong emphasis on liberal arts and professional studies. Penn State Berks, a commonwealth campus of Pennsylvania State University, serves as a significant academic anchor in the region, providing comprehensive degree programs and contributing to research initiatives in fields ranging from engineering to business.

Additionally, Reading Area Community College (RACC) plays a vital role in workforce development and continuing education, offering accessible higher education opportunities to the local community. These institutions collectively foster innovation, cultural enrichment, and professional development while providing venues and expertise that can support academic conferences, educational seminars, and research-focused business events in the Reading area.

Reading, Pennsylvania offers diverse networking opportunities for business professionals and event planners through its robust business community infrastructure. The Greater Reading Chamber Alliance serves as the primary hub for professional connections, hosting regular business-after-hours events, leadership forums, and industry-specific mixers that bring together local entrepreneurs, corporate executives, and visiting professionals. The Berks County Economic Development Center organizes quarterly business roundtables and innovation summits focused on the region's key industries including manufacturing, logistics, and healthcare.

Professional associations such as the Berks County Bar Association, the Reading Society of Professional Engineers, and the Manufacturers' Association of Berks County provide sector-specific networking platforms through monthly meetings and annual conferences. Additionally, Reading's revitalized downtown hosts First Friday events and the GoggleWorks Center for the Arts facilitates creative business networking sessions, while the Albright College Freedman Center for Business, Entrepreneurship, and Civic Engagement regularly convenes thought leadership forums that connect academic expertise with regional business leaders, creating meaningful opportunities for relationship-building and collaboration among event attendees.

Reading, Pennsylvania has experienced significant revitalization in recent years, with key infrastructure developments centered on downtown transformation and business district enhancement. The city has invested in the modernization of the Greater Reading Convention Center and its surrounding areas, while the former Vanity Fair Outlet Complex has been reimagined into mixed-use developments attracting new businesses and events. Transportation improvements include upgrades to the Reading Regional Airport and enhanced connectivity along Route 422 corridor, improving access for business travelers.

The city's fiber-optic network expansion has strengthened technological infrastructure, supporting growing sectors in healthcare, manufacturing, and logistics. Additionally, the revitalization of Penn Street and the establishment of innovation hubs and co-working spaces have attracted entrepreneurs and small businesses, while strategic partnerships between the Greater Reading Chamber Alliance and local government continue to drive economic development initiatives aimed at positioning Reading as an emerging business events destination in the Mid-Atlantic region.

Reading, Pennsylvania is experiencing a renaissance as a business events destination, driven by emerging trends in heritage tourism, experiential meetings, and regional economic revitalization. The city is strategically adapting to the growing demand for authentic, smaller-scale events by leveraging its rich industrial history and diverse cultural assets, transforming former manufacturing sites into unique venue spaces that blend historic character with modern amenities. Reading is capitalizing on the trend toward sustainable and locally-sourced experiences by promoting its renowned Reading Terminal Market connections, local craft beverage scene, and proximity to Pennsylvania Dutch Country attractions.

The destination is also responding to the hybrid and flexible meeting format trend by investing in enhanced digital infrastructure and versatile event spaces that accommodate both in-person and virtual attendees. Additionally, Reading's affordability compared to major metropolitan areas, combined with its accessibility via major highways and proximity to Philadelphia, positions it as an attractive alternative for cost-conscious planners seeking authentic Pennsylvania experiences while supporting the city's broader economic development goals focused on downtown revitalization and small business growth.

Reading, Pennsylvania boasts a rich tapestry of local arts and culture rooted in its diverse heritage and industrial history. The city is home to the GoggleWorks Center for the Arts, one of the largest arts centers in the nation, housed in a former goggle factory and offering studio spaces, galleries, and educational programs across multiple creative disciplines. The Berks Arts Council actively promotes the region's vibrant arts scene, while the Reading Public Museum showcases fine and decorative arts alongside natural science exhibits.

The city's cultural landscape reflects its strong Pennsylvania Dutch influences and Latino heritage, evident in local festivals, culinary traditions, and community celebrations. Downtown Reading features numerous galleries, the historic Santander Arena and Performing Arts Center for live entertainment, and a growing community of independent artists and makers. The Reading Liederkranz, one of the oldest German singing societies in America, and various ethnic cultural organizations preserve and celebrate the destination's multicultural identity, making Reading an authentic and accessible arts destination that blends historical preservation with contemporary creative expression.

Reading, Pennsylvania boasts a rich food and culinary heritage deeply rooted in its Pennsylvania Dutch traditions and diverse immigrant communities. The city is renowned for its authentic Pennsylvania Dutch cuisine, featuring specialties like shoofly pie, scrapple, chicken pot pie, and Lebanon bologna that reflect the region's German-speaking settlers' influence. The famous Reading Terminal-style markets and local establishments continue to serve traditional fare alongside contemporary interpretations that honor these historical roots.

The area's culinary landscape also showcases the contributions of Italian, Puerto Rican, and other ethnic communities who have settled in Reading over the generations, creating a diverse food scene that blends old-world recipes with modern culinary innovation. Local ingredients from nearby Lancaster County farms and the Berks County agricultural region feature prominently in both traditional dishes and contemporary restaurant menus, while annual food festivals and farmers markets celebrate seasonal harvests and time-honored cooking methods. The city's pretzel bakeries, family-owned restaurants, and emerging farm-to-table dining establishments work together to preserve culinary traditions while adapting them for today's event planners and visitors seeking authentic regional flavors.

Reading, Pennsylvania boasts several notable museums and art venues that highlight the city's rich industrial heritage and cultural legacy. The most prominent is the Reading Public Museum, which features extensive collections of fine and decorative arts, natural history exhibits, and a planetarium, along with beautiful arboretum grounds. The GoggleWorks Center for the Arts stands out as a premier contemporary art venue housed in a former goggle factory, offering gallery spaces, artist studios, working studios for glass, metal, ceramics, and printmaking, as well as exhibition areas showcasing local and regional artists.

The Mid-Atlantic Air Museum preserves aviation history with an impressive collection of vintage aircraft and hosts the annual World War II Weekend event. Additionally, the Berks History Center (formerly the Historical Society of Berks County) maintains several historic properties and exhibits that chronicle the region's Pennsylvania German heritage and industrial past. The Santander Performing Arts Center serves as the area's main venue for theatrical performances, concerts, and cultural events, contributing to Reading's diverse arts and cultural scene for event planners seeking venues with historical character and artistic programming.

Reading, Pennsylvania offers several natural attractions that provide scenic beauty and outdoor recreation opportunities for business event attendees seeking respite from conference activities. The city is nestled in the picturesque Schuylkill River Valley, with the Schuylkill River Trail offering miles of paved pathways perfect for walking, jogging, or cycling along the waterfront. Just outside the city, visitors can explore the rolling hills and farmlands of Berks County, which showcase the region's natural Pennsylvania Dutch Country landscape.

Nearby natural destinations include Nolde Forest Environmental Education Center, featuring over 665 acres of woodland with hiking trails and diverse wildlife, and Blue Marsh Lake, a 1,150-acre recreational lake surrounded by 6,000 acres of woodlands offering opportunities for boating, fishing, and nature observation. The Reading area is also within easy reach of the Appalachian Trail and the scenic vistas of the Pennsylvania Highlands, making it an ideal location for event planners looking to incorporate outdoor team-building activities or leisure experiences into their business events while enjoying the natural beauty of southeastern Pennsylvania.

Reading, Pennsylvania experiences a humid continental climate with four distinct seasons throughout the year. Summers (June-August) are warm and moderately humid, with average temperatures ranging from 65°F to 85°F (18°C to 29°C), occasionally reaching the low 90s°F during heat waves. Spring (March-May) and fall (September-November) offer mild and pleasant conditions, with temperatures typically between 45°F and 70°F (7°C to 21°C), making these seasons ideal for outdoor business events and activities.

Winters (December-February) are cold with average temperatures ranging from 25°F to 40°F (-4°C to 4°C), and the area receives moderate snowfall averaging 20-30 inches annually. Humidity levels are generally comfortable in spring and fall, while summer months can experience higher humidity that occasionally makes conditions feel warmer than actual temperatures. Precipitation is fairly evenly distributed throughout the year, averaging about 45 inches annually, with occasional thunderstorms in summer months.

Event planners should be prepared for variable weather conditions and consider indoor venue options or contingency plans, particularly during the transitional spring and fall seasons when weather can be unpredictable.

Reading, Pennsylvania experiences distinct seasonal patterns in tourism and business events, with peak activity typically occurring during spring (April-June) and fall (September-November) when the weather is most favorable and the region's natural beauty is highlighted by blooming flowers and autumn foliage. The summer months attract leisure tourists exploring the nearby Berks County attractions, including historical sites and outdoor recreation areas. Winter sees moderate business activity, with corporate meetings and conferences scheduled in the first quarter.

The destination hosts several recurring events that drive visitation, including the annual Gingerbread Festival during the holiday season and various cultural celebrations throughout the year. Industry-specific seasons align with the region's manufacturing and healthcare sectors, with professional conferences and trade meetings concentrated in spring and fall shoulder seasons. The Reading Public Museum and GoggleWorks Center for the Arts contribute to steady cultural tourism year-round, though business events tend to avoid major summer holidays and the winter holiday period from late December through early January when many corporations reduce travel activities.

For business events in Reading, Pennsylvania, attire recommendations should balance professional formality with the region's moderate four-season climate and practical Northeastern U. S. business culture.

During spring and summer months (April-September), business professional attire typically includes lightweight suits, dress shirts with ties for men, and pantsuits, skirts with blouses, or professional dresses for women, though jackets may be removed indoors. Fall and winter events (October-March) call for heavier fabrics, with wool suits and layering options to accommodate colder temperatures that can range from mild to below freezing. Reading's business community tends toward conservative, traditional business dress rather than fashion-forward styles, reflecting its industrial heritage and practical Pennsylvania Dutch cultural influences.

For most corporate events, conferences, and formal gatherings, business professional attire is expected, though some networking events and industry-specific functions may permit business casual (collared shirts without ties, dress slacks, and closed-toe shoes). Event planners should always specify dress codes clearly, and attendees should be prepared with versatile options that can adapt to both indoor climate-controlled venues and potential outdoor components, keeping in mind that Reading values professionalism and respectful presentation over trendy or overly casual appearance.

For Reading, Pennsylvania, casual attire reflects the city's blend of small-town practicality and changing seasonal weather patterns. Visitors should dress in comfortable, layered clothing suitable for a four-season climate, with temperatures ranging from cold winters (often below freezing) to warm, humid summers. Year-round casual wear typically includes jeans, khakis, comfortable walking shoes or sneakers, and casual button-downs, polo shirts, or sweaters.

The local culture is unpretentious and down-to-earth, so overly formal attire is unnecessary for most business events and meetings. Spring and fall require light jackets or sweaters for cooler mornings and evenings, while summer calls for breathable fabrics and sun protection. Winter visitors should pack warm coats, boots, and accessories for potential snow and cold temperatures.

The city's business casual environment generally accepts smart jeans paired with blazers or nice tops, though specific events may request more polished attire. Overall, Reading's casual dress code emphasizes comfort, practicality, and adaptability to the Mid-Atlantic weather patterns, with locals favoring functional American casual style over trendy or fashion-forward looks.

When traveling to Reading, Pennsylvania for a business event, attendees should pack business attire suitable for all four seasons depending on their visit timing, as the region experiences cold winters (requiring warm coats, layers, and closed-toe shoes) and warm, humid summers (necessitating lighter professional clothing). Essential documents include valid photo ID, business cards, conference materials, and any presentation materials on backup devices. Personal items should include necessary medications, phone chargers, and comfortable walking shoes for exploring the historic downtown area.

Since Reading has a continental climate with variable weather, it's advisable to bring an umbrella or light rain jacket year-round. For those driving, GPS or navigation apps are helpful for navigating the city and surrounding Berks County area. Business travelers should also pack any industry-specific tools, laptops with appropriate adapters, and note-taking materials for conference sessions, as well as casual attire if networking events include visits to local attractions like the Reading Public Museum or the outlets for which the city is famous.

For visitors to Reading, Pennsylvania, it's advisable to exercise caution in certain neighborhoods, particularly some areas of the downtown core and sections of the northeast and southeast quadrants of the city, especially after dark. While Reading has been undergoing revitalization efforts, some neighborhoods continue to experience higher rates of property crime and economic challenges. Event planners should consult with local law enforcement and their hotel concierge services for current safety advisories and recommendations.

When planning business events, it's recommended to focus activities in well-traveled commercial districts, established hotel areas, and venues in the downtown improvement zones where security presence is stronger. As with any urban destination, attendees should practice standard urban safety precautions such as staying in well-lit areas, traveling in groups when possible, and remaining aware of their surroundings, particularly during evening hours.

Reading, Pennsylvania offers quality healthcare facilities that meet rigorous standards for international visitors and event attendees. The city is served by several accredited hospitals, including Tower Health Reading Hospital, a comprehensive medical center that provides advanced care across multiple specialties with modern facilities and equipment. The Reading area healthcare system features multilingual support services to accommodate diverse international populations, ensuring effective communication for non-English speaking visitors.

These facilities maintain Joint Commission accreditation and follow internationally recognized protocols for patient safety and quality care. Medical venues in the region are equipped with state-of-the-art technology and staffed by board-certified physicians, making Reading a reliable destination for business events where organizers need assurance that attendees will have access to quality emergency and routine medical care that aligns with global healthcare standards.

Reading, Pennsylvania offers comprehensive language services through a network of professional providers to support international business events and ensure effective communication across diverse attendee groups. The city's proximity to major metropolitan areas like Philadelphia and New York City provides access to qualified interpreters and translators specializing in various languages, including Spanish, German, Mandarin, and other commonly requested languages for business settings. Local event venues and the Greater Reading Convention & Visitors Bureau can connect meeting planners with certified translation services, on-site interpretation equipment, and multilingual staff support for conferences, trade shows, and corporate meetings.

These services typically include simultaneous and consecutive interpretation, document translation, real-time captioning, and localization of event materials to accommodate international participants. While Reading is a mid-sized city, its diverse population and strategic location in the Northeast corridor ensure that professional language services are readily available to meet the needs of business events requiring multilingual communication support.

Reading, Pennsylvania has demonstrated strong recent event performance, particularly with its cultural festivals and business conferences that have drawn both regional and national attendance. The city's signature events, including the Reading Public Museum's fundraising galas and downtown business expos, have consistently achieved 85-90% capacity rates with high participant satisfaction scores, particularly regarding the destination's accessibility, affordability, and authentic cultural experiences. Recent economic impact studies indicate that multi-day conferences and conventions in Reading generate an average of $1.

2-1. 5 million in direct spending, with attendees praising the city's revitalized downtown area, diverse dining options reflecting its rich Pennsylvania Dutch heritage, and the convenient proximity to major metropolitan areas like Philadelphia and New York City. Post-event surveys consistently highlight Reading's competitive pricing structure, responsive local vendors, and the intimate, manageable scale of venues that foster meaningful networking opportunities, positioning the destination as an emerging choice for mid-sized corporate events, association meetings, and specialized industry gatherings seeking value without compromising quality.

Reading, Pennsylvania hosts several notable annual business events that attract professionals and industry leaders to the region. The Berks County Business Expo stands as one of the area's premier networking and trade show events, bringing together local and regional businesses to showcase products, services, and innovations. The Greater Reading Chamber Alliance organizes various business conferences and leadership summits throughout the year, focusing on economic development, workforce trends, and regional business growth strategies.

Additionally, Reading benefits from industry-specific events in manufacturing and logistics, reflecting the region's industrial heritage and strategic location along major transportation corridors. The city also hosts annual real estate and construction industry conferences that highlight development opportunities in the revitalized downtown area and surrounding Berks County, making it an emerging destination for business gatherings in southeastern Pennsylvania.

Reading, Pennsylvania has successfully hosted numerous memorable business events that showcase the destination's unique blend of historic charm and modern amenities. Event planners consistently praise the city's accessible location within the Greater Philadelphia region, affordable venue options, and the warm hospitality of local partners. Recent conferences and corporate gatherings have highlighted Reading's revitalized downtown, featuring the converted textile mills now serving as versatile event spaces, alongside the cultural attractions of the GoggleWorks Center for the Arts and the Reading Public Museum.

Organizers particularly appreciate the destination's authentic Pennsylvania Dutch heritage, which provides unique team-building experiences and memorable culinary options through local markets like the historic Reading Terminal-style venues. The compact downtown layout allows attendees to easily navigate between hotels, meeting spaces, and entertainment options, while the city's rich industrial history and ongoing urban renaissance create an inspiring backdrop for corporate events. Testimonials emphasize the responsive support from local tourism officials and venue managers who work collaboratively to ensure seamless event execution, making Reading an increasingly popular choice for associations and corporations seeking an distinctive, budget-conscious alternative to larger metropolitan areas.

Reading, Pennsylvania's key future event calendar is anchored by the Goggleworks Film Festival, typically held in October at the renowned GoggleWorks Center for the Arts, which draws independent filmmakers and cinema enthusiasts from across the region with an expected attendance of 2,000-3,000 visitors. Other major annual events include the Reading Liederkranz Oktoberfest in September, celebrating the city's rich German heritage with authentic food, music, and cultural performances at the Reading Liederkranz grounds, attracting over 10,000 attendees; the Berks Jazz Fest in March/April, featuring world-class jazz performances at various downtown venues; and the Reading Night Market series during summer months, transforming Penn Street into a vibrant evening marketplace with food vendors, artisans, and live entertainment drawing thousands of locals and visitors. The featured event of the year is the Berks County Heritage Festival, typically held in May at the Berks County Heritage Center, which showcases the region's agricultural history, Pennsylvania Dutch culture, traditional crafts, and local cuisine, with historical demonstrations, live music, and family-friendly activities expected to attract approximately 5,000 attendees annually.

Reading, Pennsylvania has embraced sustainability as a core component of its business events infrastructure through multiple green initiatives. The destination promotes eco-friendly practices across its convention venues, including the Santander Arena and DoubleTree by Hilton Reading, which have implemented energy-efficient lighting, comprehensive recycling programs, and waste reduction strategies. Local event planners are encouraged to utilize the region's farm-to-table catering options, sourcing food from nearby Pennsylvania Dutch Country and Berks County agricultural producers to minimize carbon footprint.

The Greater Reading Convention & Visitors Bureau actively supports event organizers in implementing sustainable practices such as digital materials over printed collateral, water conservation measures, and the use of biodegradable or reusable serving materials. Additionally, Reading's walkable downtown district and developing trail systems enable event attendees to access venues through eco-friendly transportation options, while several hotels in the area have adopted green certifications and participate in linen reuse programs and energy management systems, demonstrating the destination's commitment to environmentally responsible business tourism.

Reading, Pennsylvania demonstrates a commitment to environmental protection through several key initiatives aimed at preserving its natural resources and urban ecosystem. The city participates in regional watershed protection programs to maintain the quality of the Schuylkill River, which runs through the downtown area, and has implemented stormwater management systems to reduce pollution runoff. Reading has established green spaces and parks throughout the city, including the Reading Public Museum's arboretum and various community gardens that promote biodiversity and provide natural habitats.

The city encourages recycling and waste reduction programs for both residents and businesses, with particular focus on reducing landfill contributions. Additionally, Reading has been working to revitalize brownfield sites, converting former industrial areas into productive green spaces and sustainable developments. The city collaborates with regional environmental organizations to promote energy efficiency in municipal buildings and supports sustainable transportation options, including bike lanes and public transit systems, to reduce carbon emissions and improve air quality for both residents and business event attendees.

Reading, Pennsylvania has made significant sustainable investments to support long-term growth, including the revitalization of its historic downtown core through adaptive reuse projects that transform vacant industrial buildings into mixed-use spaces for events, offices, and retail while preserving the city's architectural heritage. The destination has invested in green infrastructure improvements, including stormwater management systems and expanded green spaces along the Schuylkill River Trail, which enhances both environmental quality and recreational amenities for residents and visitors. Reading has also focused on renewable energy initiatives through solar panel installations on public buildings and support for energy-efficient retrofits in the hospitality sector.

Additionally, the city has committed resources to workforce development programs that train local residents for careers in sustainable industries and the meetings and events sector, ensuring inclusive economic growth. These investments are complemented by improvements to public transportation infrastructure and bike-friendly pathways that reduce carbon emissions while making the destination more accessible for business events and conferences, positioning Reading as a forward-thinking venue that balances economic development with environmental stewardship and social equity.

Reading, Pennsylvania demonstrates strong commitment to local economic development through its business events sector, with initiatives centered around revitalizing its historic downtown core and supporting local entrepreneurs. The Greater Reading Convention & Visitors Bureau works closely with local businesses to ensure that conventions and meetings generate meaningful economic impact by encouraging attendees to patronize locally-owned restaurants, shops, and cultural attractions. The city has invested in sustainable infrastructure improvements, including the redevelopment of the Santander Arena and Convention Center, which serves as a catalyst for community engagement and job creation.

Reading's business events strategy emphasizes partnerships with local educational institutions like Albright College and Penn State Berks to provide workforce development opportunities, while also supporting minority-owned businesses through vendor programs. The city's focus on heritage tourism, particularly celebrating its rich industrial history and diverse cultural communities, ensures that business events contribute to both economic growth and the preservation of local identity, creating lasting benefits for residents beyond the immediate economic impact of visitor spending.