Economic Benefits of Tourism & Special Events
Research | |
The tourism industry has become increasingly
competitive and special event planners rely on Forward Analytics to create
a visitor profile and economic benefit study of their events. We offer a
quality product at an affordable price. We have experience conducting
intercept surveys at festivals, fairs, sporting events, trade shows and
conferences. Our custom survey research provides event management with the
strategic information needed to make the event both a memorable experience
and a financially viable attraction.
In the past, special events such as the Pittsburgh Marathon
were funded in part by the local government. However, when the city had to cut costs,
the Marathon was canceled despite a 19 year long tradition. We believe a quantitative
economic impact study may have helped justify this special event. Forward Analytics worked with
the Rite Aid Cleveland Marathon and 10K for just such a study. We demonstrated to organizers,
sponsors, and the local government that the Cleveland Marathon brought in enough out of town guests
to fill hotel rooms and restaurants, and generate an overall positive ROI for the city.
Creating Sponsorship OpportunitiesAs leaders in tourism market research, we
feel that arts, festivals, and sporting events represent some of the best
values for marketers and sponsors. Special events allow corporate sponsors
to reach often hundreds of thousands of consumers in a short period of
time. Still, sponsors want a guarantee that their marketing efforts are
reaching the right audience, and that their brand equity is increasing
through audience recognition. Forward Analytics' customer research surveys
continually show captive audiences, high brand loyalty, and attractive
demographics at these types of events.
Qualitative & Quantitative Intercept SurveysForward Analytics' market research process
includes a quantitative survey, typically an intercept
survey, of event attendees. Our visitor profile study is a more
robust product than a typical demographic study. We work closely with our
clients to construct a focused yet forward thinking customer intercept
survey. Our research process is detailed enough to collect and measure the
following:
Our data collection teams execute intercept
surveys on-site at your event. Forward Analytics' field consultants are
trained to gather quality data and represent your event in a friendly and
professional manner. Our custom survey research ensures a representative
sample of 'real time' attitudes and opinions.
Putting it ALL Together in an Economic Benefit StudyA comprehensive economic benefit study is
incorporated into our market research process. This is accomplished by
commingling strategic questions within the visitor profile survey asking
visitors to indicate their level of spending at local restaurants, hotels,
retail, entertainment, etc. attributable to your event. Leaving nothing to
chance, our economic benefit study also measures the spending of
vendors/exhibitors and sponsors. Quantifying the vendor/exhibitor group is
important because they purchase local goods to stock their "booths" in
addition to spending on lodging, restaurants, fuel, and parking. At the
conclusion of your event, we will distribute an additional custom research
survey to all event vendors, exhibitors, sponsors and partners. The custom
survey will ask the necessary economic impact questions and gather
additional information deemed important to event planners.
The end result and deliverable of our market
research process is a well-illustrated 'brag book' which can be shared
with your event partners or potential partners. Our final reports are
designed to be highly valued business and marketing intelligence tools
that are of substantial day-to-day utility. We open the report with a
colorful and insightful summary of our findings. On a high level, we
reiterate the precise aims of the study and follow that with an executive
summary. The core of the document goes into a detailed description of each
quantitative field in the survey. We are careful to show each step and to
define the methodologies.
Forward Analytics has conducted a visitor profile
study and economic benefit study for the ABA's Top 100 Events.
Last years' clients included Summerfest
- The Worlds Largest Music Festival in Milwaukee, and the Albuquerque
International Balloon Fiesta
If you'd like a quote for conducting intercept
surveys and a visitor profile study at your next special event please
contact us at 412-207-2114. |
Our event studies capture the real economic drivers and
demographics that sponsors and planners need. Our clients include:
Summerfest in WI Intl. Balloon Fiesta Cherry Blossom Festival Cleveland Marathon Film Festivals Sports Centers |
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