HOLISTIC EVENT MEASUREMENT Value and Impact of the 2014 NFL Pro Bowl in Hawai i Hawai i Tourism Authority Repucom June 17, 2015
Event background, Research Objectives and Methodology & Sample OBJECTIVES OF THE STUDY Repucom was commissioned by the Hawai i Tourism Authority (HTA) to conduct quantitative research on the event, and report the key findings from the analysis back to HTA. This report contains key findings from Repucom s research and analysis across the following areas:» Economic impact» Media impact» Community impact» Tourism impact» Event attendee impact METHODOLOGY AND SAMPLE Attendee survey Online: n = 102. (This survey was sent to the 469 email addresses supplied via the intercept survey conducted by Mark Research at the event) Local resident, Community Impact survey - Online: n = 512 (This survey was completed by a representative sample of Honolulu residents) Attendee survey Face to face intercept: n = 1,104 (This survey was conducted on the day of the event by Mark Research. Wherever possible and relevant, Repucom have used the results from the intercept survey to provide a point of comparison back to the online attendee survey results)
Key Figures 47,270 2014 NFL Pro Bowl attendees A=endance 86% Of visitors will recommend visiting Hawaii to friends without being asked Tourist advocacy 14,115 Mainland USA and Overseas visitors to Hawai i specifically for the Pro Bowl event $33.464m Direct Expenditure into the Hawai i economy Visita2on Economic Impact 8.6 Out of 10 Average event satisfaction score Event Sa2sfac2on 80% Of Honolulu residents believe it is important for Hawai'i to host the Pro Bowl each year Community Impact
Expertise In This Space EVENT STRATEGY Event Review and Audit, KPI setting and Tracking Key Outcome Focus EVENT MAXIMISATION AND MEASUREMENT ECONOMIC MEDIA & MARKETING COMMUNITY TOURISM EVENT ATTENDEE EVENT INVESTMENT (PRE EVENT) Event Intelligence, Event Selection, KPI Setting EVENT (POST EVENT) Economic, Media & Marketing, Community impact
Event Impact Measurement [Economic Impact] VISITATION ORGANI- SATION AND CORPORATE ECONOMIC ECONOMIC ü New money spent in a host destination ü Interstate / Overseas Visitation ü Number of visitors and any entourage ü Was the event a main reason for their visit? ü Average Visitor spend data ü Visitor nights ü Average Length of stay ü New money spent in a host destination ü Organisational spend ü Participants ü Officials ü Media ü VIPs ü Corporate spend ü Pre-Event Due Diligence ü Post Event ü Direct Expenditure Analysis ü Economic and data modelling ü $ROI Economic Impact ü Overall economic impact and Local Council Area Impact of event
Economic Impact Visitation * 14,115 attendees were from Mainland USA or overseas, and stated that the NFL Pro Bowl was the main reason for their visit. The breakdown of the 47,270 Pro Bowl attendees can be seen in the chart below 28,318 Origin of Attendees* 13,572 4,837 0 543 Locals & Military Mainland USA: Already in Hawai'i Mainland USA: Event was a main reason Overseas: Already in Hawai'i Overseas: Event was a main reason The 14,115 attendees from mainland USA and overseas were accompanied by 1,939 entourage who did not attend the event, equating to 16,054 visitors in total. On average, these visitors stayed 7.95 nights and spent an average of $258.44 per night, leading to direct spend by attendees and entourage of $32,969,457 16,054 visitors x 7.95 nights 127,572 bed nights * Assumptions required to estimate visitation and accompanying direct spend detailed on page 35 ** Figures in calculations will not necessarily total to $32,969,457 due to rounding x $258.44 per night = $32,969,457 Overnight visitor spend**
Economic Impact Total Direct Expenditure * The total direct expenditure in Hawai'i attributable to the 2014 Pro Bowl was $33.465m. $32,969,457 $95,200 $400,000 $33,464,657 DIRECT VISITATION EXPENDITURE COMPETITORS, EVENT STAFF AND OFFICIALS ORGANISATION AL EXPENDITURE Total Direct Expenditure from interstate & overseas visitors who specifically came to Hawai'i for the Pro Bowl event Total Direct Expenditure from interstate & overseas competitors, event staff and officials Net inflow from organization spend TOTAL DIRECT EXPENDITURE INTO THE HAWAI I ECONOMY AS A RESULT OF THE 2014 NFL PRO BOWL * Assumptions required to estimate visitation and accompanying direct spend detailed on page 35
Tourism Impact Activities & Attractions 86% of Pro Bowl attendees said they also visited restaurants and 79% said they also went shopping. How many ACTIVITIES have you participated in or to plan participate in during this trip to Hawai i? (Intercept survey n = 435) More than six, 22% Four to six, 29% One to three, 39% None, 10% What ACTIVITIES did you do during your trip to Hawai i? (Online survey n = 63) I visited restaurants I went to the beach I went shopping I visited bars / nightclubs Other (please specify) I went hiking I went surfing I visited a gallery I played golf I played tennis None of the above 37% 29% 13% 11% 11% 2% 3% 57% 86% 84% 79% How many ATTRACTIONS have you visited or plan to visit during this trip to Hawai i? (Intercept survey n = 435) More than six, 19% four to six, 25% One to three, 44% None, 13% Which of the following ATTRACTIONS did you see during your trip to Hawai i? (Online survey n = 63) Waikiki Beach North Shore Ala Moana Shopping center Diamond Head Pearl Harbor Waimea Valley Polynesian Cultural Center Sea Life Park None of the above 25% 17% 13% 6% 73% 59% 49% 46% 44%
Event Impact Measurement [Community Impact] INVESTMENT STRATEGY COMMUNITY ENGAGEMENT ATTENDEE COMMUNITY ü Support for Government to invest in events ü Event awareness and engagement levels ü Perceived success of the event ü Use of taxpayer funds? ü What event genre do people want? ü What key benefits do they want events to drive? ü Community perceptions ü Recognition and perception of Funding Entity ü Positive and negative impacts ü Making a host destination a better place to live and work ü Feel good factor ü Civic Pride ü Enjoyment ü Standard of Living ü Vibrancy ü Attendee engagement and participation ü Local Business Impact
Community Impact Involvement of Government 82% of the wider Honolulu community feel it is important for the state government to be involved in attracting major events. However, only 46% think using tax payers money to stage major events in Hawaii is reasonable To what extent do you think it is important for the Hawai i State Government to be involved in attracting and securing of major events for the State of Hawai i? 4% 2% Attendees Wider HI Community 1% 4% 4% 12% 49% 51% 41% 31% Do you think using taxpayer money to stage major events in Hawai i is reasonable? 55% 46% 34% 42% A large portion of Wider HI Community respondents that answered no came from the 18-24 age group. Within this demographic 63% answered no, compared to 22% yes (15% had no opinion). 11% 12% Not at all important Unimportant Neither Important Very important Yes No No opinion Attendees Wider HI Community Approximately 28% of Honolulu residents agree that it is important for the Hawai'i State Government to be involved in attracting and securing major events yet disagree with using taxpayer money. The disconnect with this 28% of residents would be likely explained by either: 1. A misunderstanding of what attracting and securing involves, or 2. A belief that government should do what it can in terms of facilitating events, but not spend money in doing so Online Community Impact Survey Honolulu residents only. Attendees n=73, Wider HI Community n=487
Community Impact 85% of all respondents believe it is important for Hawai i to host the NFL Pro Bowl each year. 50% of respondents feel economic impact is the most important benefit derived from staging major events. To what extent do you believe it is important for Hawai i to host the NFL Pro Bowl each year? Please rank the benefits of staging events in order of importance based on your personal opinion. 89% of Pro Bowl attendees stated it was either important or very important, compared to 80% of the wider HI community. 43% 63% All Respondents ECONOMIC 50% Brings jobs and money to Hawai i Attendees Wider HI Community 26% 37% MARKETING 33% Promotes what Hawai I has to offer to potential mainland U.S. and international visitors 1% 2% 1% Not at all important 7% 8% 11% Unimportant Neither Important Very Important COMMUNITY Helps to enhance community spirit, pride and enjoyment 17% Online Community Impact Survey Honolulu residents only. Attendees n=73, Wider HI Community n=487
Event Impact Measurement [Event Attendee Impact] EVENT SATISFACTION ATTENDEE ENGAGEMENT EVENT IMPROVEMENT EVENT ATTENDEE ü Event satisfaction measures ü Event attendee engagement and buy-in ü Event improvement strategies ü Value for money ü Ratings of Performers / Talent ü Quality of catering ü Amenities quality ü Ease of access ü Queues ü Quality of service ü Which marketing and promotional initiatives worked best? ü Corporate attendee experience ü Hospitality experience ü What do attendees really think of the event experience and how can it be improved upon? ü Do the event s production values or content need to change? ü Family experience or not?
Attendee satisfaction The 2014 NFL Pro Bowl had an average event satisfaction score of 8.6 (out of 10), whilst 69% of attendees indicated their experience at the 2014 NFL Pro Bowl was better than expected. Please describe your overall level of satisfaction and enjoyment from attending the 2014 NFL Pro Bowl in Honolulu. Would you say that your overall experience of the 2014 NFL Pro Bowl was better than you expected, worse than you expected or just about as you expected? 8.6 79.4% Average Event Satisfaction Score (out of 10) As expected 24.5% Worse than expected 6.9% Extremely satisfied (8-10) Satisfied (5-7) Unsatisfied (0-4) Better than expected 68.6% 15.7% 4.9% Satisfaction score Online survey. n = 102
Likelihood to attend in future years /value for money 41% (online survey respondents) said cost would be their primary consideration when deciding whether to return and 22% of the same sample felt it was expensive to attend this years event. Please indicate the extent to which you agree with the following statement: Cost will be my primary consideration when deciding whether to come to the 2015 NFL Pro Bowl (Online survey n = 102) Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree To what extent do you think attending the event was 'expensive'? (Online survey n = 102) Neither expensive nor affordable Very affordable 13% 13% 15% 24% 28% 31% 38% 41% of respondents agree that cost will be their primary consideration when deciding whether to come to the 2015 NFL Pro Bowl How likely are you to return to Hawai i for the Pro Bowl next year? Are you? (Intercept survey n = 449, Online Survey n = 77) Very Somewhat Not very Not at all 6% 1% 8% 14% 22% 21% 63% 64% Intercept Survey Online Survey Affordable Expensive Extremely expensive 6% 17% 16% 22% of respondents felt that attending the 2014 NFL Pro Bowl event was expensive
Event Impact Measurement [Media & Marketing Impact] COVERAGE IN KEY MARKETS BRAND MAXIMISATION STRATEGIES VALUE AND ROI MEDIA & MARKETING ü Level of (global) media coverage received ü Brand maximization strategies ü Host Destination brand tracking and media value ü Actual audiences reached and demo ü Brand Visibility ü Share of Voice ü Evaluation of host destination exposure, imagery and verbal mentions ü Brand messaging effectiveness ü Verification of agreed benefits ü Driving future visitation to the destination ü Global Media Value achieved from your event coverage ü $ ROI
Quick Summary $2,208,687 Global Qi Media Value 4 Key InternaBonal Broadcast Markets 11,473,159 Global Audience 41:16 Broadcast Hours
Media Value Summary Brand 100% Media Value Global Qi Media Value $2,208,687 USA International 100% Media Global 100% Media Equivalency QI Value Value QI Value Value Global Qi Value Hawaii $2,406,511 $1,900,024 $52,405 $38,137 $2,458,916 $1,938,161 Honolulu $301,583 $182,592 $3,139 $2,027 $304,722 $184,619 Waikiki $49,238 $49,238 $436 $436 $49,674 $49,674 Maui $24,619 $24,619 $42 $42 $24,661 $24,661 Haleiwa North Shore $18,464 $5,868 $259 $79 $18,723 $5,947 Kaneohe $43,083 $5,614 $73 $12 $43,157 $5,626 Maui $24,619 $24,619 $42 $42 $24,661 $24,661 Qi Media Value by Brand $2.0M $1.6M» The 2014 Pro Bowl generated a global Qi media value of $2.2 million for the Hawaiian Tourism Authority (HTA). $1.2M $800.0K» The Hawaii brand was the most valuable generating 88% of HTA s global Qi media value ($1.9 million). $400.0K Hawaii Honolulu Waikiki Maui Haleiwa North Shore USA International Kaneohe» The USA was also the most valuable market for HTA, with 98% of their global Qi media value generated in this market ($2.17 million).
Key Insights and Recommendations Amount of Postcard Imagery differs greatly from market to market 4 min 36 sec 3 min 42 sec 4 min 21 sec 2 min 20 sec» There was quite a difference in the number of postcards seen throughout the four different feeds of the 2014 Pro Bowl recorded for this project.» The USA broadcast showed the highest number of postcards throughout its broadcast.» Despite the Australian broadcast being a direct feed from NBC, there was still quite a large difference in the total duration of postcard exposure. This was primarily due to the timing of going to, and coming out of advertising breaks.» The UK ran its own feed of the Pro Bowl, with a lot of screen time spent with the commentators during pre game, half time and post game. This resulted in the lowest amount of postcard exposure of the four feeds analysed.
Brand Visibility - Hawaii Brand Exposure Time (Sec) Brand Visibility Hawaii 371 3.13% Honolulu 25 0.21% Kaneohe 7 0.06% Haleiwa North Shore 3 0.03% TOTAL 406 3.43%» The Hawaiian Tourism Authority recorded brand visibility of 3.43% from the 2014 Pro Bowl. This is comparable to event coverage that Repucom has analysed for other Tourism bodies on similar events. A brand visibility in the range of 3-5% is accepted as a benchmark result for coverage of an event like the Pro Bowl.» The extensive use of postcard imagery is primarily responsible for this result, with over four minutes of exposure. Brand Exposure Time (Sec) Brand Visibility Postcards 276 2.33% Static Field Level Sideline 48 0.40% TVGI Text 23 0.19% Static Upper Tiered 22 0.19% Static Upper Billboard 18 0.15% Outside Stadium Signage 17 0.14% General Merchandise 2 0.02% TOTAL 406 3.43% Postcard Imagery Based on the domestic broadcast shown on NBC
DETERMINING THE MEDIA RATE STEP 1: Determining the media rate HOW MANY PEOPLE WERE WATCHING THAT EXPOSURE? WHO WHERE THEY? WHERE WERE THEY? WHAT DOES IT COST TO REACH THAT AUDIENCE IN REAL TERMS? X = CPM DERIVED :30 MEDIA RATE MEDIA RATE = AUDIENCE (000) X CPM TV ratings and cost per thousand data combine to build a 30 second spot rate that is based on the demographic being assessed and the cost to reach that intended demographic.
APPLYING THE MEDIA RATE TO CREATE THE 100% MEDIA EQUIVALENCY STEP 2: Applying the media rate to the exposure tracked by Repucom s system to create 100% media equivalency DURATION ON SCREEN FOR THE EXPOSURE (SECONDS) PER SECOND X = MEDIA RATE 100% MEDIA EQUIVALENCY The per second media rate is then applied to the duration of screen time to build the 100% Media Equivalency. The 100% Media Equivalency is the maximum value for the amount of time on screen.
CREATING THE QI MEDIA VALUE STEP 3: Discoun2ng the 100% Media Equivalency based on the quality of each brand exposure 100% MEDIA EQUIVALENCY X APPLIED = QI SCORE QI MEDIA VALUE The 100% Media Equivalency is then discounted to build the QI Media Value. The QI Media Value combines the 100% Media Equivalency value and the quality of each exposure measured by the Quality Index (QI).
WAS THE PRO BOWL A GOOD INVESTMENT?
BRINGING IT ALL TOGETHER 47,270 2014 NFL Pro Bowl attendees A=endance 11.4mm Global audience that viewed the Pro Bowl broadcast Visita2on 14,115 Mainland USA and Overseas visitors to Hawai i specifically for the Pro Bowl event Visita2on $33.464m Direct Expenditure into the Hawai i economy Economic Impact $2.2mm In television exposure value in four (4) key tourism markets around the world Tourist advocacy 86% Of visitors will recommend visiting Hawaii to friends without being asked Tourist advocacy 8.6 Out of 10 Average event satisfaction score Event Sa2sfac2on 80% Of Honolulu residents believe it is important for Hawai'i to host the Pro Bowl each year Community Impact
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