Ever had to report back on the impact of your event? Short of undertaking a full economic impact study, this introductory session includes practical hints on how to measure different aspects of your event or festival.

1. MEASURING EVENT IMPACTS

2. STRUGGLING TO REPORT ON THE
IMPACT OF YOUR EVENT?

3. OR THE MEDIA PUBLICITY
GENERATED?

4. OR THE GROWTH
POTENTIAL?

5. Economic
NEED TO REPORT ON THE TRIPLE BOTTOM LINE?
Social
Environmental

6. BUT YOU’RE SMALL, DOING YOUR BEST & CAN’T
AFFORD A FULL ECONOMIC IMPACT STUDY

7. START ANALYSING WHAT YOU CAN

8. trends over time
Description
(…..might help with festival amnesia)
2009-10
2010-11
2011-12
Visitor Numbers
Media Publicity
Competitors/Performers
Volunteers
Stall Holders
Income
Expenditure
Profit
Facebook followers/website
hits
Merchandise
Direct Visitor Impact (spend)
2012-13
2013-14

9. Visitor numbers
VISITOR NUMBERS – CAR PARKS, NUMBER PLATES

10. AERIAL PHOTOS OR SES/POLICE CROWD
ESTIMATES

12. Total numbers. Type
(single/group/family). Online. Retail.
Advance. Last minute. Geographic
source.

13. NUMBER OF COMPETITORS OR ACTS

14. 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

15. Size of story (column cm) x casual
advertising rate per column cm

16. Radio – air time x casual advertising rate
Television – on-screen time x casual advertising rate
* catch – what’s the casual advertising rate?

17. Sponsors
Number. Repeat. Value In-Kind

18. Number. Repeat. Length of Service.
Age Group. Ethnic Background

19. Stall holders.
Income. Number. Repeat. Years of
Attendance. Quality. Variety

20. financial trends
Surplus (Deficit)
Total Expenditure
Total Revenue
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

21. Quality of engagement

22. WEBSITE - GOOGLE ANALYTICS

23. Sorry….measure each
merchandise item

28. ECONOMIC IMPACT
No. of visitors x average spend per visitor x multiplier
DIRECT VISITOR SPEND
No. 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.

29. Queensland Tourism Stats
For your town/shire:
http://www.tq.com.au/research/tourismprofiles/tourism-profiles_home.cfm

30. Eileen Murray
Very helpful presentation for measuring the economic impact of your event:http://www.slideshare.net/mellormurray/assessing-economic-impact-of-yourspecial-event-20157533

31. Social impacts
Resident perception data http://www.tq.com.au/research/destination-visitor-data/destination-visitor-data_home.cfm

35. •
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New artists
New groups
Revitalised clubs
Community pride
Wellbeing

37. Are
visitors, competitors, sponsors, loca
ls 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!