So says a study, based on an economic analysis and survey, crafted by the University of Massachusetts at Dart-mouth's Center for Policy Analysis on behalf of the Turners Falls River Culture Project.

This year, an estimated 30,167 people visited cultural events in Montague, according to the study. Those events generated $785,399 worth of economic impact based on attendance, spending of visitors at cultural events and spending of partner organizations, the report said.

An important finding is that more people are starting to think good things about downtown Turners Falls, said Lisa Davol, cultural coordinator for River Culture.

According to the survey, 42.6 percent had a more positive perception of Turners after attending a cultural event. Only 1 percent had a more negative impression after visiting an event. Of the remaining group, 41.5 percent said they maintained their positive impression they had before attending an event and 2.4 percent kept their negative impression.

''I think the most important thing is (the events) are getting people to come downtown,'' said David Borges, assistant director of the UMass center that did most of the analysis for the River Culture study. As more things happen downtown, it should encourage more businesses, artists and events there, he said. ''It snowballs on itself over time.''

Most of the 313 surveys were collected at the Great Falls Arts Fest, Valley Idol, Block Party, the Arts and Leaves art walk, the Discovery Center and the Haunted Lives performance at Shea Theater. Thirty-nine people also completed the survey on the Internet.

The survey, designed by River Culture, collected background information on the visitors and asked questions about their satisfaction with the events as well as their perception of Turners Falls.

River Culture has handed out surveys at events before, but this is the first time it has had a professional analysis of the results, said Davol.

The study will help River Culture recruit new businesses, tailor future events to where people are spending their money and decide where it should spend for advertising, said Davol.

''It's a baseline.''

People often talk about how important cultural events are, but the study provides data to back up the anecdotal evidence, she said.

''We just want to show ourselves and others we really are making a difference. And that (the arts) are a pretty powerful tool for economic development.''

For many years, artists and other cultural groups have been holding events and River Culture is an effort to collaborate on those efforts, Davol said.

The economic analysis looks at how much visitors and organizers spend as well as an attempt to gauge how that money moves around inside the local economy.

For example, the money a theater visitor spends at a local restaurant may end up as pay for a waiter in that restaurant who may use that pay to fill up on gas in a local station, said Borges.

''The impact isn't just with the cultural industries. It kind of trickles down.''

Davol added, ''We're bringing money in and people giving money are seeing their money multiplied into the economy.''

The report focuses only on programs that River Culture and its partners organized. Those partners include Shea Theater, Great Falls Discovery Center, Hallmark Museum of Contemporary Photography, the Brick House Community Center, Carnegie Library, Friends of Wissatin-newag, Northfield Mountain Recreation Center, Franklin County Chamber of Commerce, Suzee's Third Street Laundry, Jack Nelson, Eileen Dowd and Fostering Arts and Culture Partnership.

The $4,800 study was funded by the Massachusetts Cultural Council, the town of Montague, Western Massachusetts Electric Co., Greenfield Savings Bank, Hillside Plastics and the Franklin County Chamber of Commerce.

You can reach Arn Albertini at: aalberti@recorder.com or (413) 772-0261 Ext. 264

Download complete study here.