2010 Special Olympics Ireland Games Limerick. Economic and Event Impact Assessment

Transcription

1 2010 Special Olympics Ireland Games Limerick Economic and Event Impact Assessment

2 2 Matt English CEO Special Olympics Ireland On 10th September 2009 we officially announced details of the 2010 Special Olympics Ireland Games (2010 SOIG) which would take place in Limerick and Clare from 9-13th June. The Games would take place in 8 different sports venues throughout Limerick and Clare and at the time we promised that these Games would be one of the sporting highlights of Ten months later this promise was certainly realised with more than 9,000 people attending the Games to show their support for the 1,900 athletes as they competed over the four days of the event. At the launch we also said that people and finance were crucial to us in order to ensure the success of the Games. Our team of 3,500 volunteers were recruited and trained in the months leading up to the Games and they are to be credited for their unwavering enthusiasm and dedication and they ensured the Games ran so smoothly. The call for financial support was answered by companies and organisations who offered us donations of services, products and cash to help off-set the cost of running the Games. In addition many companies made it possible for staff to volunteer their time during the Games. All of this support made it possible to offer our athletes the experience of a lifetime - something they and their families would never forget but something they truly deserved. The people of Limerick and Clare opened their doors and their hearts to Special Olympics, providing us with top class sports venues in which to host these prestigious Games the highest level of competition for Special Olympics athletes in Ireland. The hospitality shown to everyone associated with the Games was second to none - we received the warmest of welcomes and the fondest of farewells and for this we are extremely grateful. Mary Davis Chairperson Special Olympics Ireland and Managing Director of Special Olympics Europe and Eurasia As a nation we are famous for our spirit of giving and the people of Limerick and Clare were the epitome of that spirit during the 2010 Special Olympics Ireland Games as they opened their hearts and minds to the gifts and talents of Special Olympics athletes. Their support and spirit ensured the Games were an outstanding success. They stood shoulder-to-shoulder with our athletes as volunteers, sponsors, supporters and fans and for this we at Special Olympics Ireland are truly grateful. 1,900 athletes took part in the Games cheered on and supported by thousands of spectators from Limerick, Clare and far beyond. Through this support and the financial generosity of so many local employers and companies, the athletes were able to experience the passion of competition on the sports field and joy of friendship off it. To all those involved in helping us bring the 2010 Special Olympics Ireland Games to Limerick and Clare I thank you from the bottom of my heart. Without the generosity of spirit shown by the people of the region and the financial support committed by local companies the Games would not have been such a glorious success. We sincerely hope the people of Limerick and Clare enjoyed being our hosts as much as we enjoyed being their guests for the 2010 Special Olympics Ireland Games. Dr. Vincent Cunnane CEO Shannon Development Sport has played a vital role in transforming Limerick and the local economy. In recent years there has been major investment in the local sports infrastructure which has established Limerick as a premier sports destination. In 2011 we will celebrate European City of Sport, which will be an outstanding year long festival of sport. This year was also a very memorable sporting year in the city with many major events, but the 2010 Special Olympics Ireland Games was a standout event which touched all involved. This report captures the economic and social impact of the Games and confirms how worthy it is of our future support, but the report cannot fully capture the generosity of spirit of all who helped and volunteered their time to make it an outstanding success or the welcome by all Limerick people. I congratulate all the SOIG team, both staff and volunteers and all involved and commend their professionalism.

3 3 Contents Foreword 4 Limerick An Ideal Venue For 2010 SOIG 1. Introduction 5 Overall Approach Measure Economic & Event Impact 5 Methodology 5 2. Volunteer and Social Capital 7 Topline Data Volunteers 7 Age Distribution Volunteers 7 Topline Data Social Capital 8 3. Economic Impact SOIG on Limerick 10 Event Key Facts & Figures 10 Overall Economic Impact 2010 SOIG 11 Promotional Value For Host City 12 SOIG - Expenditure Levels By Category 14 SOIG - Direct Local Expenditure Impact 14 SOIG Economic Impact Indicators 15 Impact On Hotel Sector Economic & Event Impact - Event Success Barometer Economic & Event Impact - Limerick As A Host City 17 Conclusion 19

4 4 FOREWORD Limerick an ideal venue for the 2010 Special Olympics Ireland Games Limerick city, with a royal charter older than that of London, is the country s third largest city with a population of over 90,000 in the greater urban area. It is a changing dynamic place with a pace and bustle hard to find any place else in Ireland. It s a compact city and a place for getting out and about to experience its many attractions. But most of all, as its reputation as a City of Sport grows, it is more renowned for the welcome sporting visitors of all codes receive. Key to the success of the 2010 Special Olympics Ireland Games Ireland was the commitment of many local volunteers combined with the quality of sports facilities the city now has to offer. This is especially true of the magnificent campus at the University of Limerick the main hub for the Games, which was able to cater for over 10,000 visitors during the five days of the Games. The University is located about 2 miles from Limerick city on its own 600 acre wooded riverside campus, part of which now extends across the river into county Clare. Today it is one of Ireland s leading Universities with over 12,000 students and 1,500 staff. With the development of top class sports facilities, on site accommodation for 2,000 and a range of catering facilities, it is now recognised as a leading sports event centre of excellence at home and abroad. The excellent facilities at the University mean it is used extensively by many sporting codes for training and development. Munster rugby use it as their training base and link in to the wide range of other high level support facilities available on site. The new iconic Thomond Park, which has become symbolic of sporting Limerick, was an inspirational venue for the opening of the 2010 Special Olympics Ireland Games on an unforgettable evening played out by Limerick s most famous music group the Cranberries in front of 15,000 spectators. Over the last decade there has been a major investment in sport and recreational facilities and stadia in Limerick which has attracted many great sporting events such as the Heineken Cup Games, Australian Rules series, and major GAA fixtures all of which have a significant economic impact. This report clearly highlights not just the economic impact of Sport but also the overall gains in social capital, sports tourism, promotion and media exposure that can be achieved. Limerick has been designated as European City of Sport in 2011, which will build further on the city s reputation as s premier sports destination.

5 1. INTRODUCTION 5 Overall Approach - Measure Economic & Event Impact Key Measurement Areas: Image & Identity Cultural Impact & Participation Social Capital Economic Physical Environment Event City Legacy Special Olympics Ireland (SOI) and Shannon Development commissioned a study into the economic and social impact of the 2010 Special Olympics Ireland Games (2010 SOIG ) in Limerick in June The Ireland games, which take place every four years, attracted 1,900 athletes from the five SOI regions across Ireland. The athletes were supported by 806 coaches and delegates with a further 3,500 volunteers recruited to ensure the successful staging of the 2010 SOIG. It is estimated that the event attracted 9,000 family members and supporters to the city and county from the five participating regions, in addition to the local support generated. Methodology The objectives of the Economic & Event Impact Study were established through joint collaboration by SOI and Shannon Development. The research methodology employed was based on employing the Focus Consulting Sports Tourism Event Assessment Model (Sports T.E.A.M) to review a range of outputs that arise from hosting major sporting and cultural events. The research provides an overview of the economic impact of staging the event in Limerick with venues in County Limerick and Clare. In addition to assessing the direct economic impact on the area, a review was undertaken to determine the social impact of the Games from developing an understanding of Special Olympics in the local community to assessing the legacy generated for Limerick as a result of hosting an Ireland level Games of this stature. Additional research was also undertaken to assess the perception of Limerick as a venue for hosting major events and visitor perceptions of the area for the future marketing of Limerick City. In addition to economic capture data, questions were developed in relation to awareness of SOI, satisfaction of the running of the 2010 SOIG, Limerick as a host venue for major events and gatherings of ratings to compile the event success barometer based on the key assessment criteria under the Sports T.E.A.M. methodology.

6 6 Questionnaires were designed with the inputs of SOI and Shannon Development to ensure all project objectives were addressed. A total of seven stakeholder surveys were conducted which included: Family and Supporter Survey 500 face to face interviews conducted across all the 2010 SOIG event venues. Volunteers Survey an online post event survey of 2,796 volunteers conducted post event which generated 488 valid responses. Coaches and Delegates Survey 120 face to face interviews completed among 806 participating delegates and coaches Local Community Survey across Limerick City 200 face to face interviews conducted post event at a number of sampling points throughout Limerick City. Local Business Survey Completion of 80 interviews among a range of businesses throughout Limerick City Sponsors Survey an online survey conducted among the sponsors of the 2010 SOIG, completed by 50% of event sponsors Limerick City Hotel Occupancy Survey collection of occupancy levels for 19 hotels in the city and environs during 2010 SOIG. In addition to conducting the stakeholder surveys SOI submitted all financial data relating to the staging of the 2010 SOIG to determine event costs and value in kind contributions from local businesses. SOI retained a media monitoring company to provide independent assessment of the media value of coverage gained for the event. In developing the economic data the research gathered key information in relation to numbers attending from participating regions as the basis for key analysis of visitor numbers combined with SOI data. Methodology Development of study framework with Special Olympics Ireland & Shannon Development Stakeholders Surveys 1400 People participated in the overall study across following Family & Supporters Survey (500) Volunteers Survey (488) Coaches & Delegates Survey (108) Local Community Survey across Limerick City (200) Local Businesses Survey (80) 2010 SOIG Sponsors Survey (11) Hotel Occupancy Survey (19) Special Olympics Ireland data collection Costs, SOIG participants, Event data, PR media values Financial data collection and analysis

7 2. ECONOMIC AND EVENT IMPACT TOPLINE DATA 7 Topline Data - Volunteers Total Numbers Generated by the 2010 SOIG 14,427 Number of Coaches / Delegates 806 Number of athletes 1,825 Families / Supporters Attending 9,000 Total Volunteer Numbers 2,796 Volunteers Existing volunteers with SOI 367 Newly registered volunteers 2,429 Athletes as volunteers 15 Origin Of Volunteers Munster 2250 Leinster 137 Eastern 225 Connacht 120 Ulster 53 GB 10 USA 1 Age Distribution Of Volunteers 70 s s s s s s 959 Teenagers 403 Eldest volunteer was 78 years, Youngest was 15 years Gender Breakdown of Volunteers 74% Female, 26% Male

8 8 Topline Data Social Capital Social Capital Value of Volunteers Time Pre Games time contribution by volunteers Games time contribution by volunteers E4.71 m E1.61 million E3.1 million Top 5 factors that motivated volunteers to become involved in 2010 SOIG (%) Wanted to support Limerick s hosting of 2010 SOIG and make it a success for the city Wanted to be part of the 2010 SOIG occasion Admiration for Special Olympics Ireland Wanted to work with Special Olympics athletes Give something back to community through Special Olympics Ireland 0% 2% 4% 6% 8% 10% 12% 14% 16%

9 9 List of motivating factors for volunteers to become involved Wanted to support Limerick s hosting of 2010 SOIG and make it a success for city 14% Wanted to be part of the 2010 SOIG event 10% Give something back to Community through Special Olympics Ireland 9% Wanted to work with Special Olympics Athletes 9% Admiration for Special Olympics Ireland 9% Wanted to use my free time to good effect 8% Inspired by 2003 Special Olympics World Summer Games, Dublin 7% Family member involved in Special Olympics Ireland 7% Enjoyed previous involvement as a volunteer 6% Have professional / career interest in disability area 5% Wanted to do Voluntary work in the Community 4% Personnel development reasons 4% Involved with SOI at local level 3% Encouraged by friend / work place 3% Enthusiasm of volunteer recruitment campaign message 2% In memory of a loved one 0.1% If SOIG were in Limerick Next Year Would You Volunteer to Help Out Again? Rating of Experience as a Volunteer with Special Olympics (%) Yes, in same role Yes, but in different role No, would not consider Exceeded my expectations Met my expectations Neither met or exceeded expectations Below expectations

10 10 3. ECONOMIC IMPACT 2010 SOIG ON LIMERICK 2010 SOIG Limerick - Event Key Facts & Figures Cash Cost of Running games E1.6 million SOI Staff Time in event preparation E344,000-1,155 Full time equivalents days required to organise games by SOI staff Value in Kind (VIK) contributions Budget relieving VIK E927,000 Overall Cost Of 2010 SOIG E2.871 Million Note: 2010 SOIG also received non budget relieving VIK E568,000 which contributed to enhancing the overall delivery of the Games. This figure is excluded from the overall cost figures. Economic impact of 2010 SOIG summary Local Economic Impact The total local economic impact of 2010 SOIG was e9.95 million. Total direct expenditure by attendees as a result of 2010 SOIG was e4.285 million The total direct expenditure including event staging costs was e5.9 million. Potential Exchequer Returns Potential exchequer returns based on event preparation cost and direct expenditure levels of attendees are estimated to be between e1.475 million and e1.77 million. Social Capital Value A total of 2,796 volunteers generated a social capital value of e4.7 million for the games based on the number of hours contributed to the preparation and operation of the event. Promotional Value Total media value earned for Limerick from the 2010 SOIG was e1.395 million

11 11 Overall Economic Impact 2010 SOIG Total direct expenditure by attendees as a result of 2010 SOIG was E4.285 million which had an overall local expenditure impact of E7.2 million for the city and region. In addition to the visiting supporters and families, volunteers and coaches / delegates accounted for E220,000 of direct expenditure. The total direct expenditure including event staging costs was E5.9 million SOIG resulted in 24,000 bednights for Limerick and the region. This excludes a further 5,700 bednights for families and supporters who stayed with family and friends in the area. A total of 13,900 commercial bednights were generated for hotels, guesthouses and B&B s across the region SOIG attracted 9,000 families and supporters from the five participating regions. A total of 35,482 meals were prepared for athletes, coaches and volunteers over the course of the Games. A total of 2,537 people were accommodated by SOI representing athletes, delegates or coaches involved in the Games. The average expenditure of attendees visiting and staying in Limerick for 2010 SOIG was E390. Accommodation accounted for 30% of expenditure among attendees who stayed in Limerick while food / meals was responsible for 23%. Attendees indicated that their average spend on retail was 14% of their budget. 71% of attendees who spent at least one night in Limerick used local hotels and guesthouses. The remaining 29% of attendees who spent at least one night in Limerick stayed with family and friends. A total of 10,148 bednights were generated as a direct result of athletes and coaches / delegates attending the Games. 69% of attendees visiting from the participating regions indicated that they stayed in the city or region for at least one night. Almost 50% of family and supporters attending 2010 SOIG stayed for three or more nights. A total of 31% of family / supporters from the five participating regions attended 2010 SOIG on day trips. Average Hotel occupancy in Limerick City and the surrounding areas between Wednesday and Saturday night was 94%. Local hoteliers attributed three quarters of all occupancy of available rooms to SOIG visitors over the time frame of the 2010 SOIG. Based on average hotel occupancy levels SOIG did not result in any significant levels of displacement. The overall monthly Limerick hotel occupancy levels rose by 10.46% for June 2010 compared to June This was largely due to the impact of the 2010 SOIG. Businesses reported the highest levels of increase in turnover on Friday and Saturday as a direct result of SOIG % of attendees to 2010 SOIG stated that they would consider a return visit to Limerick based on their experience of the city during the Games highlighting the importance of such events in profiling host cities and benefiting from extensive media coverage generated from an event of this scale.

12 12 Distribution of supporters/families per region (%) Ulster 11% Connacht 11% Eastern 17% Leinster 23% Munster 38% Promotional Value For Host City Total coverage earned by 2010 SOIG e1.395 million - Latent Tourism Spend Impact over following years is estimated to be worth 28 million over following years, a result of promotional and media coverage in attracting visitors back to the area 94% of visitors said they would return to Limerick The estimated media value of the 2010 SOIG from launch to post games reporting was e1.395 million. A total of e1.2 million was generated in print media coverage between both the Republic of Ireland and Northern Ireland based titles. From the announcement of hosting the 2010 SOIG in Limerick in September 2009, e1.076 million worth of print media coverage was earned in the Republic of Ireland with a further e129,000 coverage generated in Northern Ireland. Along with the print media coverage, extensive radio coverage was received. Television coverage of the Opening Ceremony and Games build up was broadcast on RTE.

13 13 The earned radio and television coverage for the Games included a comprehensive mix of earned national and regional coverage estimated to be worth e195,000. This results in total media coverage value earned by Special Olympics Ireland to be e1.395 million. The value of the media coverage for the host city is estimated to create a latent tourism spend in the region of e27.9 million based on the promotional value of the event coverage in attracting visitors back to the city and region. Distribution of event spend among families and supporters Accommodation 30% Food/meals 23% Retail 14% Entertainment 15% Sundry 18%

14 14 Distribution of event spend among families and supporters Sundry 18% Accommodation 30% Food/meals 23% Retail 14% Entertainment 15% 2010 SOIG - EXPENDITURE LEVELS BY CATEGORY Direct Expenditure Levels Overall average spend per attendee e390 Volunteers e144,000 Coaches / Delegates e76,000 Families / Supporters e4.06 million Total direct spend e4.285 million Expenditure Impact on city e7.2 million 2010 SOIG - DIRECT LOCAL EXPENDITURE IMPACT Event Expenditure (excl VIK) Total Value In Kind (VIK) Event Attendee Expenditure Total Direct Expenditure Total Economic Impact Social Capital Value e1.6 million e0.926 million e4.285 million e5.885 million e9.95 million e4.7 million

15 Wednesday Thursday Friday Saturday Sunday Impact On Hotel Sector Average Hotel occupancy over 2010 SOIG was 95% (Wednesday to Saturday night incl.) 74% of rooms filled were attributed to 2010 SOIG attendees IMPACT ON LIMERICK HOTEL OCCUPANCY LEVELS Total Occupancy June %* Total Occupancy June % 3 Star Occupancy June % 3 Star Occupancy June % 4 Star Occupancy June % 4 Star Occupancy June % Limerick 2010 versus Limerick 2009 Occupancy % June Increase of 10.46% (May was +0.19%, April -2.58%) * Figures supplied by City Occupancy Ltd.

16 16 4. ECONOMIC & EVENT IMPACT - EVENT SUCCESS BAROMETER 2010 SOIG event success barometer (max score 10) Social Capital Event Delivery Image & Identity Physical Capacity Cultural Vibrancy Legacy Economic Pre-event Impact Overall event impact ratings by stakeholder (max score 10) Overall rating for 2010 SOIG 9.1 Atmosphere throughout the 2010 SOIG 9.1 Impact on athletes participating in the 2010 SOIG 8.9 Overall rating for Limerick as a host venue for Ireland Games 8.9 Experience for family & supporters attending 2010 SOIG 8.8 Special Olympics Town 8.8 Healthy Athlete Programme 8.7 Overall ratings for Limerick as host venue for national / international sports events 8.7 Quality of the Organisation and running of the 2010 SOIG 8.7 Physical Health Impact on athletes participating in Special Olympics activities 8.6 Experience for businesses involved in 2010 SOIG as a result of sponsorship 8.6 Profile of Limerick as City of Sport resulting from the 2010 SOIG 8.6 Impression created by host city Limerick on visitors for the 2010 SOIG 8.6 Entertainment for Athletes 8.5 Rating for Opening Ceremony 8.5 Creation of community spirit through level of volunteerism 8.4 Awareness of SOI as a result of the 2010 SOIG 8.1 Economic impact on local businesses from hosting the 2010 SOIG 7.8 Atmosphere created by the 2010 SOIG in build up to Games 7.7 Atmosphere created by the 2010 SOIG throughout the city 7.4 Atmosphere created by the 2010 SOIG in your community in build up to Games 7.4 Impact in your local community by having athletes participating in SOIG 7.2 Return on investment for sponsorship of 2010 SOIG 7.1

17 5. ECONOMIC & EVENT IMPACT - LIMERICK AS A HOST CITY FOR SPORTS EVENTS 17 Lasting legacy for Limerick as a result of hosting the 2010 SOIG - % Enhanced city reputation Showcasing of venues and facilities Demonstrate capacity to organise and host major events Volunteer legacy Better understanding of people with disabilities & Special Olympics Enhanced reputation of local people Messages Limerick should communicate when promoting itself - % Venues and facilities to cater for any event Friendly and welcoming spirit Event hosting and management skills Enjoy welcoming visitors/ local hospitality Caters for all tourist & visitor needs e.g. leisure, retail

18 18 CONCLUSION Biggest impact on Limerick as a result of hosting the 2010 SOIG Local pride in hosting such an event Community spirit generated through volunteers and fundraising Recognition for Limerick as a City of Sport Level of profile for Limerick Economic impact on City

19 CONCLUSION 19 Social Capital A key legacy for Limerick from the 2010 SOIG was the ability to mobilise the local community and businesses through their volunteer efforts. A total of 2,796 contributed to the preparation and running of the event. The social capital earned by SOI represents the value attributed to the total number of hours contributed by volunteers over the course of the event from preparation to delivery. The time contributed by volunteers in advance and during the Games resulted in an overall time value of 4.7 million. The value of volunteers time in the build up, preparation and break down of the 2010 SOIG was 1.6 million while the value of time contributed by volunteers during the Games in June was 3.1 million. The high ratings achieved for the community spirit generated through local volunteerism highlights the additional social impact of the 2010 SOIG in developing an indigenous volunteer base to attract sports events of similar scale to Limerick City. Seven out of ten volunteers stated that the 2010 SOIG experience exceeded their expectations. 98% of volunteers would participate again if the event was held in Limerick. Special Olympics Ireland A key impact from the 2010 SOIG was the awareness generated for SOI and the impact it has on athletes and their families. The measurement of pre and post event awareness among stakeholder groups reveals a heightened awareness of the work of Special Olympics Ireland as a direct result of the Games in Limerick. The top three rated aspects of the event were the overall rating for the 2010 SOIG, the atmosphere created by the 2010 SOIG and the impact of the games on participating athletes. In addition to the social capital value, many volunteers indicated their willingness to continue their involvement with local SOI clubs. The key motivating factors for volunteers to participate was based on their respect and admiration for SOI, reinforcing the strength of the SOI brand. The heightened level of awareness in the city enhanced the impact of the Games in the local community. Host City Limerick proved its capacity to host a major multi-site sporting event building on its long established sporting reputation. The range and quality of sports facilities, local welcome for the 2010 SOIG and the accommodation available were top rated aspects of Limerick s hosting of the 2010 SOIG. 94% of visitors would consider a return to Limerick based on their experience and 92% would consider a return visit to the Shannon region.

20 20 Limerick s case to host further large scale events is reinforced by the ratings across all stakeholder groups for future national and international sports events. A recurring theme throughout the research was the scale and quality of the city s sporting infrastructure, local community enthusiasm for locally hosted events and the capacity to build on the city s sporting heritage and the creation of the City of Sport brand. Image Profile To build on Limerick s city of sport message, the quality of the visitor experience should be stressed. Local hospitality and welcome, plus a wide range of activities and amenities in addition to its event hosting and management skills were among the top rated areas for the city. This is consistent with ratings in previous sport events studies which reinforce these factors as a major attraction for visitors to the city (e.g. Heineken Cup Visiting Supporters Feedback.) The value of media generated for the city is estimated at 1.37 million across national media titles and broadcast outlets. Key Event Success Factors Twenty three event success rating categories were scored across various stakeholder groups. These were collated to devise the Economic & Event Impact Success Barometer which provides an overview of the key success areas for the 2010 SOIG. The social impact of the Games and social capital delivered by Limerick was the highest rated area across the eight Event Success categories. The ability of the city to host such an event, the contribution of the Games towards enhancing the reputation of the city and its physical capacity to cater for the event were jointly rated as the second most successful outcomes of the 2010 SOIG. The pre-event impact was the lowest rated, reflecting the ratings of the build up to the Games across the various SOI regions, rather than in Limerick.

21 21 Conclusion The hosting of the 2010 SOIG in Limerick was a success across all assessment criteria. The organisation and operation of the Games combined with Limerick s social and physical capacity to cater for events on such a scale, resulted in an event that has created many legacies for both Special Olympics Ireland and Limerick. The delivery of an event that has a value of 9.95 million for the city as a result of spectator and event preparation expenditure is significant in its own right. However, the scale of social and profile benefits the event generated, in addition to the immediate economic impact, is very noteworthy. Limerick has demonstrated its capacity to host major multi-site sports events through its quality sporting infrastructure combined with a strong local welcome that has been documented across a number of similar economic and social reviews. The legacy created through the mobilisation of almost 3,000 local volunteers reinforces the community s desire to engage in such events. More significantly, volunteers identified the role and importance of the community effort to ensure that Limerick played host to a very successful Games as one of the key legacies of the event. The ability of such events to alter misplaced perceptions of Limerick, rank among the key outcomes from the Games. There is an eagerness and confidence among the community to attract and cater for future national and international events of this scale and build on the city s designation as a European City of Sport. The 2010 SOIG was a major success for both the organisers and the host city with both entities having the platform to continue hosting events that will make very significant economic and social contributions to the area.

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