Prof Max Munday

The E4G Toolkit

The E4G Toolkit

• What is an E4G project expected to do/collect in terms of visitor numbers and related information?

• When you need to deliver outputs?

• How one might collect visitor information?

• Hint at the support resources available in the toolkit?

Expectations?

• EU monitors impact of interventions. Some elements of E4G easier to monitor than others – direct job creation?

• But monitoring and evaluation of levered visitors more difficult

• Associated toolkit gives practical helps and tools – the returns from visitor volume analysis and surveys a key part of the evidence base

• Important to gain some consistency across E4G – A common approach to evaluation means that the overall results of individual E4G bids can be reported consistently/compared.

What resources are available to help?

• Guidance on how to measure visitor volumes & numbers/estimates,

• A core visitor questionnaire set applicable to E4G • Guidance on when and how to undertake visitor

surveys inc. specific help on technical statistical issues, such as sampling,

• Indicative resource implications of M&E activity,• A database template within which to input and store

visitor data • Examples of management, monitoring and

communication plans upon which you can base those for your own project.

What needs to be done?

• Key component is visitor information is collecting visitor volume and survey data. Most E4G sites will only be required to supply information on visitor volumes

• Some (typically larger) projects will be required to undertake a limited number of more insightful visitor surveys

When

• Individual bids will have different requirements in terms of what materials are delivered and when.

• In terms of visitation deliverables each project will be expected to undertake an analysis of baseline within a short period of approval.

• Estimates of visitor volumes will be collected in each year • Visitor surveys will be undertaken at a selection of projects

during 2011 and 2013 (with the exception of sites funded under the Valleys Regional Park and Heads of the Valleys initiatives which will survey in 2010 and 2011).

• Projects which will be required to survey will be selected in 2010 by the E4G steering board and will be contacted with a view to developing appropriate surveys.

Visitor volumes…

• Key component of the M&E process is need to estimate visitor volumes and characteristics at sites, and then with the possibility of estimating impact per visitor.

• Volume estimates will be combined with data from visitor surveys and E4G-level modelling of indirect impacts to provide a gauge of projects’ overall economic impact, both for WEFO monitoring purposes and to help site managers understand the nature of their product and market.

• All sites – detailed surveys? NO e.g. smaller sites gain estimate of volumes and assume characteristics and behaviour are in line with those reported at other similar projects. To assist this a typology of sites has been produced to aid matching.

• To estimate volumes expectation is a mix of methods will be used (size, nature of site, costs) but important that managers understand issues with each option

Options ?

Cordon Pedestrian Count

‘Hotspot’ Pedestrian Count

Car Park Vehicle Count

Entry Ticket Sales

Car Park Ticket SalesLinks &

routes: remote sensing

Generic planning and issues

• Each approach relatively straightforward but each needs degree of planning

• Site characteristics in terms of scale, scope will determine method

• Development of a sampling frame that ensures adequate coverage over the course of a day and week and controls for spikes

• Training of surveyors; data input/database and collection• Provision of adequate tools counters/clickers and recording

sheets to surveyors, data collection tools etc.• Where analysis based on ticketed revenues need to examine

concessions and season ticket visitation• An up-front strategy to obtain & deal with data from car park

operators when these are different from site managers

Website resources F2-F4F2 – Visitor Volume Estimates: Pedestrian Counts Please complete the following information. You will need to complete a separate sheet for each type of visitor count undertaken if more than one method is used.

Site Name: ______________________________ Site Code: ________________________________________

Counting Method: Cordon pedestrian count Hotspot pedestrian count Other (write in) _______________________________ Date: ____________________ Day: _____________ A Bank/School Holiday week? Yes No Description of Counting Point: _____________________________________________________________ ________________________________________________________________________ Single direction or both direction count: Single Both (circle one)

Start Time (24hr clock) Count length (mins) Adults Children

Weather (circle best matching): AM Sunny Overcast Light Rain/showers Moderate Rain Heavy Rain/snow PM Sunny Overcast Light Rain/showers Moderate Rain Heavy Rain/snow Surveyor comments:

F3 – Visitor Volume Estimates: Site/Car Park Ticket Count Time period covered by this return (dd/mm/yy) 20 to 20 Description of data source: ____________________________________________________ Visitors excluded from ticket count None – all visitors included (tick as many as necessary) Concessions – disabled Concessions – retirement age Concessions – unwaged Children Other _______________________ Please indicate the nature Requirement for site entry of the ticket sales Optional entry to part of site (e.g. visitor centre) Car Park Ticket Sales Please complete the following, providing details of total ticket sales for the period in question. Where tickets are not applicable to a single individual, please indicate how many people that ticket type on average covers.

Ticket Type Total Sales Notes

Adult

Child

Concession

Family Persons covered:

Season tickets

Period for which valid:

Car Park – Car

Car Park – Minibus

Car Park – Coach

Car Park – Motorbike

Other (1):___________________

Other (2):___________________

Other (3):___________________

Notes:

F4 – Visitor Volume Estimates: Car Park Vehicle Count Please complete the following information. You will need to complete a separate sheet for each car park count undertaken if more than one method/location is used.

Site Name: ______________________________ Site Code: ________________________________________

Car Park Type: Site sole car park, single use Site sole car park, shared with non-site activities One of multiple site car parks Other (write in) _______________________________ Date: ____________________ Day: ______________ A Bank/School Holiday week? Yes No Description of Counting Point: _____________________________________________________________ ________________________________________________________________________ Single direction or both direction count: Single Both (circle one)

Start Time (24hr clock) Count length (mins) Cars Minibus Coaches Cycles/

Motorbikes

Estimated Average occupancy (adults+children):

Weather (circle best matching): AM Sunny Overcast Light Rain/showers Moderate Rain Heavy Rain/snow PM Sunny Overcast Light Rain/showers Moderate Rain Heavy Rain/snow Surveyor comments:

Visitor/Vehicle Counting Methodologies: When To Count?

• representative estimate of visitor numbers means visitor counts must be allocated and undertaken to reflect likely changes in attendance over year

• estimates on a quarter-by-quarter basis to fit with the collection of wider E4G and visitor/tourism data

• sites and projects need to estimate numbers January-March; April-June; July-September and October-December, with counts distributed within those quarters

• effort and resource does not need to be equally distributed

Suggested framework

Minimum visitor counts suggested are as follows.

Jan-Mar One weekday of non-holiday week

One weekend day of non-holiday week (before/after)

Apr-Jun One weekday of non-holiday week (different months)

One weekday of Whitsun holiday week

One weekend days of non-holiday week (diff months)

One weekend day of Whitsun holiday week

July-Sep Two weekdays of non-holiday week (different months)

Two weekdays of school/bank holiday week

Two weekend days of non-holiday week (diff months)

Two weekend days of holiday week (diff months)

Oct-Dec One weekday of non-holiday week

One weekend day of non-holiday week (before/after)

Variable One weekend day of Easter week

One weekday of week following Easter

Surveys

• Within the guidance pack and on the website there is also material for undertaking more detailed surveys.

• Purpose of visit, demographics, trip specifics, travel method, spending module

• There is no single, ideal method; site and visit characteristics might dictate a certain approach, as might the level of available surveyor resource.

Possible survey methods

Produces potentially the most ‘unbiased’ site survey

Requires planning to ensure surveyors don’t approach the same people multiple times (especially problematic with smaller visitor numbers)

Can be inefficient use of surveyor time where visitor numbers are lower

May be inappropriate for sites with restricted space or a set visitor flow.

F2F Random Survey

Very resource efficient

Easy to manage – forms can possibly be distributed/collected over a period of days

Little control over sample (self selecting) leading to potential bias

Potential comprehension issues require carefully designed form

•Cannot control when surveys are completed

Hotspot Self Completion Survey

Very resource efficient – questionnaires can be distributed to many visitors

Potentially good quality information, completed at leisure and post-visit

No control over returns leading to potential bias

Potentially uncertain/low response rates

•Potential quality/comprehension issues require carefully designed form

Postal Return Self Completion Survey

Website resources F5-F6F5 – Visitor Characteristics Questionnaire 1. Please could you tell me why you are at [site] today (tick one only)?

Routine work purposes -> end interview Non-routine business purposes Leisure trip from home Volunteering Leisure trip as part of a longer break or holiday Other (please write in) __________________

2. How many adults are in your immediate party today? _____ adults 3. …and how many children? _____ children 4. Does your trip involve staying one or more nights away from home in Wales? No -> GO TO QUESTION 9

Yes 5. How many nights are you spending away from home in Wales on this trip? _____ nights 6. How did you travel to your first night’s accommodation in Wales? Please tell us about the longest part of your journey Private car/van or taxi How many of your party travelled in the vehicle in total? ______ Scheduled bus/coach Organised Coach trip Aeroplane

Train Ferry or boat Bicycle/walk Other (please write in) _____________________

7. What type of accommodation did you stay at last night? If this is the first day of your trip, please could you tell use where you intend to stay tonight? Hotel or motel With friends or family

Guesthouse, B&B or pub Other (please write in) ___________________ Self-catering, camping, caravan or hostel

8. In (or near) which town did you/will you stay? (please write in) _________________________ 9. How long do you intend to stay at [site] today? _____ hrs 10. Have you ever visited [site] before?

First time visitor Have been a number of times, but not for a while Once or twice before Am a regular visitor

11. What, in particular, prompted your visit here today? (drop list) _____________________

F6 – Visitor Expenditure Module [Note: only ask following of respondents who spent previous night in Wales] We are interested in the impact that visitors to [site] have on the rest of the Welsh economy. Would you have just a few more minutes to answer some questions on your expenditure for last night and today? No -> End interview and thank respondent Yes 20. How much do you estimate your accommodation cost you per adult last night? If you arrived in Wales today, please think about tonight’s accommodation £ ___________ [for self catering visitors who cannot estimate per night £_____ cost _____ nights] 21. How many children stayed with you in this accommodation? Children: _______ 22. Did this include any meals?

No Breakfast Breakfast plus other

23. Please could you tell us where you ate last night, and approximately how much it cost in total (if anything)

With friends and family Total cost: £ _______________ In accommodation, self prepared food In accommodation, room service no. of persons covered by this amount: At restaurant, café or bar Other __________________ Adults ________ Children _____

24. Did you spend anything on any of the following items yesterday?

Transport fares (including taxis) £ ______ no of people _____ Recreation and entertainment inc. entry fees £ ______ no of people _____ Lunch, breakfast or snacks £ ______ no of people _____ General ‘high street’ shopping £ ______ Shopping for Welsh craft goods & souvenirs £ ______ Other items ________________________ £ ______

Thank you very much for your time. The information you have provided will be invaluable in helping us manage [site] and places like it better.

Conclusions

• Planning surveys

• Be aware of S&Ws of different options for surveying and counting

• Website resources

• Its not the Grand Canyon