Black and gold will morph into purple, green and gold as the celebrations continue in Louisiana for Mardi Gras. A study on the economic impact of the 2009 Mardi Gras season found the celebration resulted in a $145.7 million direct economic impact and an indirect economic impact of $322 million for the city of New Orleans.The study was conducted by Tulane University professors Toni Weiss and Paul Spindt and was commissioned by the Carnival Krewe Civic Fund. Weiss and Spindt gathered information on Mardi Gras-related spending during the 12-day parading period and throughout the year.”[Mardi Gras] attracts tourists year round,” said Weiss, Tulane University economics professor. “It creates an ambiance and a culture and a personality that brings people to New Orleans. It’s a 12-day festival that generates an economic impact 365 days a year.”Weiss and Spindt gathered information from alcohol distributors, grocers, jewelers and different carnival krewe organizations to compile how much money each source generates during Mardi Gras.Thomas Westfeldt, Rex Organization official, said Rex members spend about $600,000 on carnival throws.”The monarchs of Rex are considered the kings and queens of carnival,” Westfeldt said. “We’re a bigger parade, and we have a lot more positions.”Weiss said most studies on Mardi Gras’ economic impact only factor in tourist spending, but this study examined local residents’ spending as well as the brand value Mardi Gras generates year round.”We’ve all seen tourists walking around the French Quarter in the middle of the summer with Mardi Gras beads,” she said. “Those dollars are Mardi Gras dollars and generate tax revenue for the city.”The city of New Orleans receives a $4.48 return on every public dollar it invests in Mardi Gras, according to the study’s indirect economic impact results. City investment includes overtime paid to police officers, sanitation workers and medical services during Mardi Gras.Tourist spending — including transportation, hotel and food expenses — had the biggest impact on the study’s results, Weiss said.Frank Zumbo, general manager for the Renaissance Pere Marquette hotel in New Orleans, said the hotel is completely booked this Friday and Saturday and has limited rooms available Sunday.”Normally our hotel always sells out on Friday and Saturday,” Zumbo said. “But because of Valentine’s Day and the holiday on Monday, more people are off, and it’s made demand for Sunday better than years past.”Room sales at the Pere Marquette improved each year since Katrina with last year being the best so far, Zumbo said.”It’s in high demand,” he said. “Over high demand times, you are able to get a higher average rate.”Jennifer Lotz, New Orleans Metropolitan Convention and Visitors Bureau communications coordinator, said they estimated about 1 million visitors came to the 2009 Mardi Gras celebration.There is a possibility of exceeding that number because of the excitement and continued celebration surrounding the Saints victory in the Super Bowl, she said.”People want to be in New Orleans right now,” Lotz said. “The economy might not be as big of a factor because of the success of the Saints.”Zumbo said the Renaissance Pere Marquette was sold out last Saturday and Sunday because of the black-and-gold Super Bowl. Room rentals increased the night of the Saints’ victory parade as well, he said.The Super Bowl drew Saints fans to Bourbon Street on Sunday, but the parade riders didn’t notice a lack of attendance.”There were a lot more people than usual,” said Erin Van Geffen, accounting sophomore. “Especially downtown. It was packed.”Van Geffen rode in the Carrollton parade Sunday in New Orleans as the returning queen. She served as the Krewe of Carrollton’s queen in 2009.”You can’t explain it,” she said. “When you throw beads to people and see their faces light up, it’s so fun. Everyone’s cheering and excited. It’s a different side of Mardi Gras.”Mark Robinson, geography doctoral student, said the University’s geography and anthropology department will ride in Southdowns parade today for the third year in a row.”We’re the only department on campus to have a float in the parade,” he said.Their float, costumes and throws will be geography-themed, Robinson said. He said the department’s float won an award for the most riotous krewe last year, and they’re planning to win again.”It’s really nice being a part of the outside community and Louisiana’s culture,” said Robinson, who is from England. “What we do is study people and places, so to participate in that … it’s nice to be with the people involved.”Van Geffen said Mardi Gras is more than just a big party, but a family affair. She said her father has been a member of the Krewe of Carrollton since he was 14 years old, and her grandfather is also a longtime member.”When I was queen, I felt part of old-time New Orleans,” she said.- – – -Contact Mary Walker Baus at [email protected]