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
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