Economic and social value of local sport events

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

ANY QUESTIONS?