When well-dressed culturists overrun ASU’s Gammage Auditorium, they bring more than evening formal attire, high heels and opera glasses. They bring money, which often holds implications beyond the ticket window.

Gammage recently received the 2008 Economic Engines of Arizona Award from Arizona Business Magazine for its impact on local commerce. The award followed the release of a 2005 national study by the Broadway League, formerly known as the League of American Theatres and Producers, that found the Broadway series at Gammage brings more than $41.3 million annually in spending to the Valley.

Over the past three years, Arizona Business Magazine has given the award to people, places and products that generate business for the state of Arizona.

Janet Perez, editor-in-chief of Arizona Business Magazine, said many factors beyond the study went into the selection.

“It’s a collection of everything ASU has brought to the Valley over the years,” she said.

Perez specifically mentioned the M&I Bank Broadway Across America program based at Gammage. Every Broadway show to appear at Gammage over the 16-week season requires performers, designers, production and technical staff who stay in local hotels and consume local services, she said.

Large events also create jobs by hiring local artists and musicians, Perez said.

Gammage benefits businesses directly by partnering with Tempe Convention and Visitors Bureau and Downtown Tempe Community to provide services like local business advertising and restaurant discounts for concertgoers.

Colleen Jennings-Roggensack, executive director of ASU Public Events, accepted the award and said Gammage was honored to be the only arts organization selected.

“It was quite extraordinary and amazing to us,” she said. “We didn’t even know we were being looked at for this award.”

Jennings-Roggensack said the 2005 study behind the award looked at economic impact, time since the theater’s establishment, effect on surrounding businesses and Gammage’s 35 full-time and 147 part-time employees.

She estimated the auditorium sees 15,000 visitors annually — 10 percent or more from out of town.

Despite the rough economy, Jennings-Roggensack said ticket sales have increased. She attributes the increase to the public’s need for entertainment during distressing times.

“I call [the events] comfort art,” she said. “The season that we put together is a comfort season.”

Jennings-Roggensack also points to Gammage as the area’s cultural center.

“Because we are considered one of the top markets in the country, people know they don’t have to go to New York to see a Broadway play,” she said. “They can see it here.”

Part of Jennings-Roggensack’s job involves planning for the future, which she said could hold uncertainty.

“With this shifting economy, the future isn’t 10 years away anymore,” she said. “It’s here now, and we have to be prepared.”

Neva Bochenek, director of business services for Gammage, also stressed caution in the current economic situation but said a good programming lineup should ensure continued success.

“Everybody is watching expenses,” she said. “A lot of people are watching to see how renewals come in for the next season.”

Reach the reporter at channing.turner@asu.edu.