Evaluation
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Evaluation definition:
The process of critically observing, measuring and monitoring the implementation of an event to assess
its outcomes accurately. It requires accurate assessment of benefits and costs associated with the event.
It need strong financial support from government and dependent upon the funding mechanism
(Tags: MMO, implementation, outcomes, BC Assessment)
Process:
Government--------Use a proportion to subsidize the production of an event or the development of a facility
Event-----------------Attracts out-of-town visitors who spend money in the local community
Money outside-----Create income and jobs in the community for residents (Return)
Evaluation Stage (Three key phases):
1. Pre-event evaluation (Feasibility)
Examples: Business plan/ Preparation of bids/ Establishment of vision, mission/ Concept development
Aspects:
Political: Need support, Current political climate, meet local government objectives
Logistical: Infrastructure/ equipment necessary/ outsource
Socio-cultural: Support of the community/ Benefit for community/ opportunities for partnership exist
Economic: Market characteristics and level of demand/ Location factors that influence viability/ financial
aspects including projected revenue and operating costs
Case Study: MEAS (Major Event Assessment Statement)
Background category: History/ Government involvement in bidding process
Event details: Type/ timing/ Expected Revenue/ Contract details/ Proposed management structure
Economic Impact Industry Employment impact: Creation of jobs/ Infrastructure/ Export and local opportunities Tourism impact: Number/ Duration/ Induced tourism
International profile
Calendar fit: Options for links with other events
Government priorities: meeting of government objectives
Risk management and budget: Revenue and rate of return on investment/ Risks/ Details of underwriting
funding options
2. Monitoring and control process (During implementation/ In term)
Monitoring operational performance, test of 2-way communications, staff attendance, security, health and
safety and crowd attitude
3. Post-event evaluation (Outcomes)
Financial report/ Emergency services/ Customer surveys
Data used:
Primary: event sits/ venues, competitors, quantitative surveys and qualitative that focus groups
- Quantitative Data (In the form of numbers)
Surveys/ Event numbers such as visitor spend/ Content analysis such as social media monitoring
- Qualitative Data (In the form of words, pictures or actions)
Interviews/ Tweets social media/ Pictures/ Observation
Secondary: Public documents (newspapers, books, government statistics), Historical data, Anuual
reports, Academic studies
Survey:
Measurement bias: choose tools that give truthful or accurate measures
Validity: accurately captures meaning of abstract concepts
Reliability: Measure concept consistently
Data collection: Telephone interviews/ mail/ post-event or on-site interviews
Consider the purpose/ want to know/ type of data need to collect/ sampling participant (Demographics
such as age, education and gender/ Psychographics such as interest and attitude/ Spend/ Consumer
Behavior/ Event experience)
Avoid biased/ leading/ yes or no question