economic and social value of local sport events
DESCRIPTION
Presentation at the ENSSEE Forum on our research program on economic and social value of local sport events.TRANSCRIPT
ENSSEE FORUMECONOMIC AND SOCIAL VALUE OF LOCAL SPORT EVENTS
Hans SlenderCoordinator Policy and Entrepreneurship
TODAY
1. Joint research program in a national community of practice
2. Research program Hanze University3. Phd. Research Hans Slender on social legacy
of local sport events
1. COMMUNITY (WESP)
• Promote research on sport events.• Standardise methods and techniques.• Ex post studies to improve ex ante research.• Exchange results and share best practices.• Peer review
Egbert Oldenboom
Source: Preuss (2004)
ECONOMIC IMPACT VISITORS
ECONOMIC EVALUATIONS WESPEvent Region Economic Impact Appreciation
La Vuelta Drenthe € 5,3 mlj. 7,7
Giro d’Italia Amsterdam € 9,5 mlj. 7,8
Tour de France Rotterdam € 20,8 mlj. 8,0
WK Gymnastics Rotterdam € 6,4 mlj. 8,1
Zevenheuvelen run Gelderland € 1,3 mlj. 7,6
WC Track Cycling Gelderland € 1,3 mlj. 8,0
WC Table Tennis Rotterdam € 5,5 mlj.
WC Speedskating Heerenveen € 2,1 mlj. 7,9
World Cup Cycling Limburg € 22,5 mlj. 8,0
VALUE OF EVENTS
Intensity
Scale Organization
Target group
Durance
Health Participation
Experience
EconomicsIntensity
Identity Event
EXAMPLE
Measuring the social impact of a sporting event and the role of various side-events.
WESP MODULES
• Number of visitors and profiles• Economic Impact• Experience local residents• Satisfaction visitors and participants• Media value• Health and healthy lifestyle• Parcticipation and cohesion• Sustainability
NEXT STEPS
• Using the data of various sport events to build a ex ante model for economic impact.
• For larger sport events no focus on economic impact but on a complete cost-benefits analysis.
• Gain insight on moderating factors (process) to get more out of sport event.
2. OUR RESEARCH AGENDA
Source: Preuss (2004)
Feasiblilty studies
Proces evaluations Impact studies
Legacy (PhD)
FEASIBILITY AND PROCESS
• Business case Cycling Tour of DrentheProvince of Drenthe
• World Cup Cycling 2020KCE2028 & Sportplein Groningen
• Process evaluation EYOF 2013NOC*NSF
IMPACT STUDIES
• Economic impact studiesWC Speedskating 2012, NIC Assen, TT Festival
• Social impact WC CP Soccer
• Meta-analysis social value of sport eventsMulier Institute
UNDERSTANDING PROCESSES
Input Process Output Outcome
Cost-benefits analysis (cost effectiveness)
Efficiency Effectiveness
- Investments- Goals- Feasibility studies- Bids
- Strategy- Project management- Side-events- Stakeholders
- Project evaluation- Impact studies- Side-event monitoring
- CBA- Effect studies- Legacy
3. PHD-PROJECT SOCIAL LEGACY
• Much work done on mega events, little on local events.
• Much work done on economic effects, little on social effects.
• PhD program is a change to focus on long term effects, difficult to get funding from the market for this kind of research.
16Source: McCartney et al. (2012)
HEALTH AND SOCIAL IMPACT
17
LEAGACY
Source: Preus (2007)
18
METHODS FOUND
Economic Intangible benefitsEconomic Impact= input-output model, questionaires
Survey methods:- Before-after time series- Questionaire on sensemaking
Contingent valuation method= Both economic and intangible by asking willingness-to-pay
Impact LeverageEffects on local community Enhancing existing goals of
stakeholdersBased on Chalip (2007)
19Source: Bowdin (2010)
STAKEHOLDER PERSPECTIVE
20
Review Social Legacy
Creating a social legacy measurement instrument
0 -measurement
Selection recurring local sport events
Selection one-off local sport events
1 -measurement
2 -measurement
Process study Process study
How to enhance social legacy and leverage?
0 -measurement
1 -measurement
2 -measurement