Measuring The Impact of Festivals + Events

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!