Measuring The Impact of Festivals + Events
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MEASURING EVENT IMPACTS
STRUGGLING TO REPORT ON THE IMPACT OF YOUR EVENT?
OR THE MEDIA PUBLICITY GENERATED?
OR THE GROWTH POTENTIAL?
Economic
EnvironmentalSocial
NEED TO REPORT ON THE TRIPLE BOTTOM LINE?
BUT YOU’RE SMALL, DOING YOUR BEST & CAN’T AFFORD A FULL ECONOMIC IMPACT STUDY
START ANALYSING WHAT YOU CAN
trends over time(…..might help with festival amnesia)
Description 2009-10 2010-11 2011-12 2012-13 2013-14
Visitor Numbers
Media Publicity
Competitors/Performers
Volunteers
Stall Holders
Income
Expenditure
Profit
Facebook followers/website hitsMerchandise
Direct Visitor Impact (spend)
Visitor numbers
VISITOR NUMBERS – CAR PARKS, NUMBER PLATES
AERIAL PHOTOS OR SES/POLICE CROWD ESTIMATES
Total numbers. Type (single/group/family). Online. Retail. Advance. Last minute.
Geographic source.
NUMBER OF COMPETITORS OR ACTS
Media Publicity
If you were to buy an advertisement in a newspaper, or TV or on radio, how much would it cost?
Why measure this? The power of an event on destination
image
Size of story (column cm) x casual advertising rate per
column cm
Radio – air time x casual advertising rate
Television – on-screen time x casual advertising rate
* catch – what’s the casual advertising rate?
Sponsors Number. Repeat. Value In-
Kind
Number. Repeat. Length of Service. Age Group. Ethnic
Background
Stall holders.Income. Number. Repeat. Years of
Attendance. Quality. Variety
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Surplus (Deficit)Total ExpenditureTotal Revenue
financial trends
Quality of engagement
WEBSITE - GOOGLE ANALYTICS
Sorry….measure each merchandise item
ECONOMIC IMPACTNo. of visitors x average spend per visitor x multiplier
DIRECT VISITOR SPENDNo. of visitors x average spend per visitor*
ALSO CONSIDER ORGANISATION’S SPEND
* Average visitor spend for your region if you don’t have statistics from your event.
Queensland Tourism Stats
For your town/shire:
http://www.tq.com.au/research/tourism-profiles/tourism-profiles_home.cfm
Eileen Murray
Very helpful presentation for measuring the economic impact of your event:-
http://www.slideshare.net/mellormurray/assessing-economic-impact-of-your-special-event-20157533
Social impacts Resident perception data http://www.tq.com.au/research/destination-visitor-data/destination-visitor-
data_home.cfm
• New artists • New groups • Revitalised clubs • Community pride• Wellbeing
Are visitors, competitors, sponsors, locals happy with
your event?Surveys – rate satisfaction – likelihood to return?
Repeat visitors
Multi-year partners/sponsors
Ensure questions remain the same year after year so you can compare them!