WILLOW CREEK — The annual display of autumn color across Aroostook County generated an estimated $1.8 million in direct spending in Willow Creek this season, according to a University of Maine economic impact study commissioned by the town.
Researchers surveyed 420 visitors at trailheads, the General Store and The Dry Dock between Sept. 20 and Oct. 25. They found that the average foliage tourist spent $187 per day on lodging, dining, fuel, and souvenirs — a figure that exceeded initial projections by 22%.
The study identified leaf-peeping as the second-largest tourism driver behind summer paddling, with an estimated 3,800 visitors making the trip specifically for fall colors.
Maeve O’Donnell of the General Store said pumpkin-spice coffee blends and maple candies from O’Flaherty’s flew off shelves in October. “The foliage crowd is reliable and spends well,” she said.
Dean Moreau, owner of The Dry Dock, reported that his restaurant was at capacity every weekend in October, with reservations required a week in advance.
The study recommended that the town invest in leaf-peeping signage, scenic pull-off improvements and a dedicated shuttle service for future seasons — ideas the select board is expected to review this winter.