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