Spending by cruise ship visitors in St George’s has been stimulated by an innovative shop-to-win promotion launched by the Bermuda Economic Development Corporation.

More than 200 participants in the “Eat, Shop, Play” Shop To Win Initiative have spent in excess of $12,000 during the first three weeks of the promotion. BEDC officials said they are optimistic that the initiative’s fourth week, currently under way, will yield more positive results.

During visits to St George’s by the cruise ship Insignia, passengers who spend more than $25 in an Olde Towne establishment are entered in a draw to win one of three grand prizes — $500, $250, and $100 gift vouchers to spend at a St George’s business of the winner’s choice.

The first week of the promotion saw 46 passengers spend $2,645, while week two saw 77 passengers spend $4,650 at St George’s businesses. Last week, 84 passengers spent in excess of $5,000 at more than 25 shops and restaurants, the BEDC said, taking total spending by 207 participants to $12,295.

Avrel Zuill, of Davidrose Jewelry, said: “This has been an awesome promotion that has encouraged people to shop in the town. It has incentivised passengers to check out stores that are a bit tucked away and off the beaten path. We appreciate the efforts of BEDC with this promotion.”

Sandy Cares, enrichment lecturer with Oceanic Cruise Line, said: “I have been coming to Bermuda for years and it is always an inviting destination for history, beaches and shopping! I am very excited about this initiative and how it can enhance visitor engagement in the local shops and restaurants.”

Each week, the BEDC said, passengers gather on Penno’s Wharf to await announcement of the winners.

Tom Sullivan, the first grand prize winner, said: “I have never won anything in my life! It’s a great promotion for the ship and we enjoyed our time looking around the shops in St George’s.”

A visiting couple from Las Vegas added: “We are over the moon! Usually people from Vegas never win anything! It was great to explore such a beautiful town and the draw topped off our first trip to Bermuda.”

The BEDC said the new initiative grew out of a vendor market at Penno’s Wharf that was designed specifically to appeal to passengers of the Insignia.

Upon creation of the first market, Ray Lambert — director of micro, small, medium enterprises at BEDC — said the organisation “recognised an opportunity to create a more inviting solution and most importantly, stimulate spending in St George’s”.

The BEDC said it looks forward to developing additional similar initiatives that work to promote businesses in St George’s.