Liverpool Pride 2013: Economic Impact report.

INTRODUCTIONOn 3rd August 2013 Liverpool hosted its fourth Annual LGBT Liverpool Pride event. The event consisted of three key components.

• The LGBT march from St Georges Hall to the Pier head.• Live performances at the Pier head• Additional festivities in Stanley St

Merseyside Police estimate 65k visitors attended the festival with 6k taking part in the March.

OVERALL IMPACT Research has estimated that of the number of people visiting the city for the festival;

• 48% would be eating out in the city • 32% would be shopping in the city • 22% would be visiting an attraction

The typical spend per person during the trip would be approximately £63.84 per person.

The total impact of the event was estimated that 35’360 people would be drawn to the city for Liverpool Pride this would include

• 29’250 Day visitors • 6’110 Staying Visitors

PROFILELocal residents would make up around 45% of the overall attendees of the Pride festival

The vast majority of the attendees to the event were employed 64% of attendees were employed including full time, Part time and Self-employed with only 3.5% being retired

The event also included a number of ethnicities including 12% of attendees indicating a response outside of White BritishOnly 1.7% of event participants identified as having a disability

FURTHER INFORMATION45.6% of all attendees were visiting on a day trip to the city

9.4% were staying in the city

45% were residents of the city or areas

An estimated 57% of attendees would be traveling to the event using public transport including train service scheduled busses and ferry.

OBJECTIVESThis research has been conducted to establish: • Economic impact of visitors attending the event • Visitor Demographics

METHODOLOGYIn order to achieve our research objectives we collated a questionnaire setting out a number of key points we wished to cover. The questionnaires were conducted face to face by a number of dedicated volunteers.  During the event we were able to collect 170 questionnaires the majority were closed questions making it easier to record the data to report on when required.

LIVERPOOL CITY REGION The report refers to the Liverpool city region as depicted in the map above and comprises of;

1, Halton 2, Knowsley3, Liverpool 4, Sefton5, St Helens6, the Wirral.

The regions listed are included in the figures for attendees who consider themselves to live in the area.

DEMOGRAPHIC. GENDER

Female48%Male

52%

Female Male

The gender divide was almost even at this year’s pride event with only 4% more in the male to female ratio.

The total age percentages included in this demographic include both male and female attendees this year has seen an increase from previous events in both 16 -24 year olds and 55+

DEMOGRAPHIC: AGE16 - 24 27%25 - 34 24% 35 – 44 19%45 – 54 17%55 – 64 8%

65 + 5%

DEMOGRAPHIC. EMPLOYMENT

Liverpool Pride this year has seen a significant Increase in the number of unemployed attendees by almost 6% from previous years. This is in partly due to the festival being afree event.

Employed 30 + hrs. 51% Homemaker 0.5%Employed - 30 hrs. 8% Disabled 4%Self Employed 5% Retired 3%Full time education 11% Other 1%Unemployed 8% Prefer not to say 8.5%

Above 30 HrsBelow 30 Hrs

Self EmployedFull time Education

UnemployedLTS / Disabled

RetiredHomemaker

Other Prefer not to say

0% 10% 20% 30% 40% 50% 60%

DEMOGRAPHIC. SEXUALITY

The support shown this year by the heterosexual community has been over-whelming and the highest straight turn out Since the events conception.

Heterosexual 35%Lesbian 22%Gay 30%Bi Sexual 9%Other 2%Prefer not to say 2% Hetrosexual Lesbian Gay Bi Sexual Other Prefer not to

say

0%5%

10%15%20%25%30%35%40% 35%

22%30%

9%2% 2%

%

%

DEMOGRAPHIC. TRANS STATUS

Transgender Attendees made up an estimated 5.8% of all attendees to the event.

MTF Trans Man 1.1%FTM Trans Woman 2.3%Intersex 0.5%Polygender 0.5%Cross Dresser 1.1%

Trans Man Trans Woman Intersex Polygender Cross Dresser0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

1.10%

2.30%

0.50% 0.50%

1.10%

%

%

DEMOGRAPHIC. ETHNICITY

12% of all of the Liverpool pride attendees in 2013 were from ethic back grounds outside of White British this was an estimated 7’800 people this is an approximate 2% higher than previous years

White 88%Black 6%Asian 4%Mixed Race 2%Prefer not to say 0%

White Black Asian Mixed Race

0%10%20%30%40%50%60%70%80%90%

88%

6% 4% 2%

VISITOR SPEND. OVERALL SPEND

• The overall spend this year at Liverpool Pride on average was approx. £63.84 per person.• The highest spend from a group came from the 45-54 age group.• The lowest overall spend was from the 65+ age group. • The largest expense on the day was Food & Drink with an estimated 48% of all money

spent

  16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +

Accommodation 0 0 420 100 0 0Shopping 408 550 395 1060 85 0Food & Drink 1118 1570 1175 1345 82 10Attraction & Entertainment 115 335 290 230 0 10Travel 200 250 555 265 0 10Other 31 0 70 175 0 0Total 1872 2705 2905 3175 167 30

VISITOR SPEND. SPEND BY CATEGORYAccommodation 4.6%Shopping 22.4%Food & Drink 47.6%Attraction & Entertainment

8.8%

Travel & Transport 11.5%Other 5.1%

Consistent with previous festivals the largest expense is Food and Drink. 25.2% difference between this category and the second biggest expenditure on the day

0.0377

0.0089

Accommodation3.60

%

4.90%

3.50%

9.50%

0.70%

Shopping

10.00%

14.10%10.50%

12.00%

0.70% 0.08%

Food & Drink

1.00%

3.00%

2.60%

2.00%

0.08%

Attraction & Enter-tainment

1.70%

2.20%

4.90%

2.30%

0.70%0.08%

Travel & Transport

0.0020.0062

0.12

0.0157

Other

VISITOR SPEND. PRICE OF PRIDE• Out of all of the surveys conducted 68% of attendees of the event had stated they would have

been happy to pay to attend the event.

• However this means 32% would not attend the event if it was no longer free this would be an estimate 22’750 people who would not attend.

The questionnaire prompted attendees to state a price that they would deem reasonable to charge for entry to pride.

The majority of individuals who would still attend the festival if there was a cost to do so fall in to the 16 -24 age group

Based on the information collected male spending was on average 1.6% higher than female spending.

Less than £5 19.8%

£5 - £10 40.5%

£11 - £15 30.1%

£16 - £20 4.3%

Above £20 5.3%

TRAVEL & TRANSPORTThe event attracted people from the Liverpool city region as well as visitors from further afield including areas such as elsewhere in the northwest, Lancashire and even visitors from overseas.

Liverpool Resident 37%

Liverpool City Region 34%

Elsewhere in the North West 17%

Elsewhere in the UK 8.8%

Overseas 3.2%

Liverpool Res-ident

Liverpool City Region

Elsewhere in the North West

Elsewhere in the UK

Overseas0%

5%

10%

15%

20%

25%

30%

35%

40% 37%34%

17%

9%

3%

Visitor Origin

The festival continues to thrive from local Participants but has increased in the numbers From both elsewhere in the UK and overseas Visitors in the last two years.

TRAVEL & TRANSPORTTransport to the city has divided in to two category’s those who live in the city region and those who were staying in the city.

The City RegionOutside of the City

Car

Lift

Train

Bus

Taxi

Bike

Ferry

Walked

0% 5% 10% 15% 20% 25% 30% 35% 40%

17.00%

7.60%

34.00%

22.30%

8.20%

2.20%

0.50%

8.20%

Car

Aeroplane

Train

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50%

4.11%

1.70%

3.50%

Based on estimate cost of public transport in the Liverpool region the event would have generated over £45’000 in public transport alone.

TRAVEL & TRANSPORTLiverpool Pride 92% Day Out 1.7%

Birthday 1.7% Shopping 1.7%

Work 1.4% Studying 1.4%

People surveyed on the day were asked the reason for attending the city on the day

Pride Birthday Work Day out Shopping Studying0%

20%40%60%80%

100%

92.00%

1.70%

1.40%

1.70%

1.70%

1.40%

Reason for visit

Reason for visit

9% of overall attendees to the event were staying visitors this is estimated at over 5’000 staying visitors in total. 75% of those staying were staying in the city 25% staying elsewhere in the NW

Hostel Hotel With A Friend6.25% 37.5% 56.25%

1 Night 2 Nights 3 Nights 68.25% 18.25% 12.5%

Research conducted suggests on average spend accommodation was £86.00 - £100.00 Per Night

THE IMPORTANCE OF PRIDE When asked to arrange the categories of importance for pride the results were 94% in support of the following the remaining 6% rating Safety above being free. 

Being Free 5

Safety 4

Political Meaning 3Live Music

2 Family Activities 1

ATTENDEE SATISFACTION. SOCIAL MEDIA

ROOM FOR IMPROVEMENT We take all feedback very serious and we intend to act on this feedback in order to keep participants in the event happy.

Focus points for future events

• Security Providers• VIP Classification• Structured program

A WORD FROM THE TRUSTEES

“The people of Liverpool and our visitors turned out once again to make Liverpool Pride a huge success, with over 60,000 people attending. The day was powerful, emotional, meaningful and fun. This report is a snapshot of the thoughts of people on the day and is the start of Liverpool Pride's consultation looking forward to an even better event in 2014.Liverpool Pride can't happen without the support of Liverpool people, the LGBT communities and our commercial partners. 2013 has been the biggest Liverpool Pride yet and we wish to build on that success by taking on board feedback from all sectors of our audience and stakeholders. many thanks for taking part in our survey and contributing to the start of Liverpool Pride 2014.Joan Burnett – Liverpool Pride Trustee

“Liverpool Pride is keen to understand the impact and performance of the festival, so we are pleased to be able to demonstrate the growth and development of the festival in 2013 and really understand what made it ‘super’. Our Pride continues to attract a great mix of the LGBT and wider communities, to celebrate all things gay in Liverpool, and recognise the freedoms we have, earned by our predecessors. The report gives us food for thought for our future too as the board looks to see how we can bring the event forward, which we can only do with the support of our volunteers, funders and donors – this work demonstrates how the festival boosts our local economy and profile of Liverpool as a gay destination, as well as provide a unique opportunity annually to access and bring together our local LGBT population”Zoran Blackie – Liverpool Pride Chair

FINAL THOUGHTS

Liverpool pride would like to take this opportunity to thank everyone who took part in the event, words cannot express how much we value each and every person who has played a part in making Liverpool pride what it is. Special thanks to Ian Raymond & Neil Johnson of Merseytravel. James Mcmahon and all of the volunteers.

Thank you all so much..

Thank you, for your

time