How do you know if your event has been a success?

25 September 2019 1

Whether you’re basing success on the economic or social impact, the jobs created, the gross value added or the return on investment, we use our Event Impact Model to provide invaluable evidence on the impact of any event.

You’ve done it, you’ve put on a great event with brilliant feedback from everyone. Now comes the hard part, how do you accurately demonstrate the impact of your event?

Having a robust evaluation will enable you to prove the worth of having the event, as well as securing approval for similar events in the future. Whether you’re basing success on the economic or social impact, the jobs created, the gross value added or the return on investment, we use our Event Impact Model to provide invaluable evidence on the impact of any event.

How our Event Impact Model has helped clients

The Event Impact Model can be flexible depending on what you want to achieve and budget. In the past, our Event Impact Model has helped our clients; demonstrate ROI to funders, make future funding decisions and attract additional sponsorship. We can also use data to predict whether the same event will be successful in other locations.

You can’t beat collecting data that’s bespoke to your event, so our recommended approach is to use visitor surveys. The benefits of using visitor surveys include the ease of data collection, the ability to get good sample sizes and access to quality responses due to the anonymity of the surveys. They also allow us to collect anecdotal feedback from visitors which can prove helpful when bidding for future events.

How we completed post event evaluation for the European Professional Club Rugby Finals

We recently undertook the official evaluation for the European Professional Club Rugby Finals that took place in Newcastle earlier this year. While economic impact was important, the wider impact of the weekend was more significant to local organisers. They were interested in which attendees were visiting Newcastle for the first time, the experience visitors had and whether they would recommend the city to friends or family. 

We completed both face-to-face and online surveys to determine the economic and social benefit of hosting the weekend. There were a number of significant findings from the report, including hotel occupancy of 99 per cent for the weekend, 85 per cent of people recommending Newcastle to friends and family, and 96 per cent agreeing that the city and locals were friendly and welcoming.

How can NGI Solutions help you measure event success

We’ve helped evaluate events of different sizes in a range of sectors and regions. Our experienced team works closely with event organisers to understand their goals and the best way to achieve them.

We understand that budget is sometimes a problem, so we can be flexible in our approach. For our face-to-face and online surveys approach, pricing starts at £2,700+VAT and includes 100 visitor surveys conducted on the ground at an event. If it’s not possible to utilise visitor surveys, we can run your numbers against our benchmarking database of similar events that have taken place in the last five years. We offer this budget-friendly approach for a flat fee of £600+VAT.

Take a look at our research work to see how you can benefit from modelling the impact of an event and how we can help you secure the funding for your next one.

Sound interesting? Get in touch with our research team by emailing research@ngi.org.uk to find out more.

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Ian Thomas

Associate Director