XX Commonwealth Games Visitor Impact Study: Interim Report

Transcription

1 XX Commonwealth Games Visitor Impact Study: Interim Report

2 XX COMMONWEALTH GAMES VISITOR IMPACT STUDY INTERIM REPORT TNS Steer Davies Gleave Optimal Economics Games Legacy Economic Evaluation Commissioned by Scottish Government Glasgow City Council Glasgow Life Glasgow City Marketing Bureau November 2014

3 TABLE OF CONTENTS 1. INTERIM RESULTS 1 Headlines 1 Main Findings: Unique Visitors 2 Main Findings: Visitor Days 3 Main Findings: Visitor Spend 4 2. METHOD 5 Commonwealth Games Visitor Survey 5 Technical Notes 5 3. METHODS NOTE 7 Visitor Days 7 Triangulation 8 Accommodation 8 Park & Ride 10 ANNEX A: GAMES VISITOR IMPACT STUDY, QUESTIONS LIST OF TABLES Table 1.1. Origin of Visitors and Average Length of Stay of Overnight Visitors 3 Table 3.1. Calculation of Visitor Days/Number of Day Trips 7 Table 3.2. Estimated Available and Occupied Bed Spaces During the Games 9 Table 3.3. Park & Ride Usage Calculations 10 Table 3.4. Park & Ride Usage 10

4 1. INTERIM RESULTS Headlines 1.1 During Games Time, 690,000 (0.69m) unique visitors attended events related to Glasgow 2014 and Festival 2014 between 23 July and 3 August. 1,2 1.2 Of those experiencing Glasgow 2014 and/or Festival 2014, 93% rated Scotland as a very good place to visit. 1.3 There were 250,000 unique visitors who stayed at least one night in Scotland (37% of all unique visitors), and on average they stayed 5.8 nights (or 6.8 days). This equates to 1.7 million visitor days. 1.4 Of the overnight visitors, 73% came from the rest of the UK and 9% from the rest of the world. 1.5 There were 440,000 unique day visitors (63% of all unique visitors) who each made an average of 2.6 day trips to experience at least one event at Glasgow 2014 or Festival This equates to 1.2 million visitor days Of the 2.9 million total visitor days, 80% (2.3 million) were within the Glasgow and Clyde Valley area. 1.7 On average, each visitor spent 98 per day, with the total spend therefore being 282 million ( 98 x 2.9 million visitor days) On average, each day visitor spent 57 per day and each staying visitor spent 125 per day, with their total spend being 66 million ( 57 x 1.2 million visitor days) and 216 million ( 125 x 1.7 million visitor days) respectively. 5 1 In this context a unique visitor is defined as a single person attending at least one Glasgow 2014 or Festival 2014 event, irrespective of how many events they attended or visits they made. 2 This includes Glasgow 2014 ticketed events (sporting events, and the opening or closing ceremonies) and unticketed sporting events (i.e. marathon, cycle time trial or cycle road race), with some ticketed sporting events hosted outside Glasgow City. 3 Please note that due to rounding you may not be able to calculate total visitor days from the number of unique visitors and average days trips. 4 This estimate of visitor spend is a measure of all the spending made by people who attended Glasgow 2014 in the course of the days they spent at Glasgow 2014 or during trips made to attend Glasgow 2014 events. It is thus a gross estimate which does not take account of the possibility that some of this spending would still have taken place if there had been no Glasgow 2014 events. In a later stage of the study, work will be undertaken to estimate net expenditure figures. 5 Please note that due to rounding you may not be able to calculate total visitor spend using presented figures for the number of unique overnight and day visitors and average reported daily spend by overnight and day visitors. 1

5 Main Findings: Unique Visitors 1.9 The estimate for the number of unique visitors ( Games visitors ) to the XX Commonwealth Games, Glasgow 2014 ( Glasgow 2014 ) and Festival 2014 between 23 rd July and 3 rd August is 0.69m Of these 0.69m Games visitors: Over half a million (0.53m) attended at least one of the Glasgow 2014 ticketed events (sporting events, and the opening or closing ceremonies) Over a quarter of a million (0.28m) attended at least one of the Glasgow 2014 unticketed sporting events (i.e. marathon, cycle time trial or cycle road race) Over half a million (0.52m) attended Festival 2014, including the Merchant City Festival Therefore, approximately 78% of all Games visitors went to one or more ticketed sporting event or the official opening or closing ceremony Further headlines are: 150,000 (0.15m) Games visitors who did not attend a Glasgow 2014 ticketed event attended unticketed Glasgow 2014 events or Festival 2014 in Glasgow, including Merchant City Festival, with many attending multiple events 60,000 (0.06m) Games visitors who did not attend a Glasgow 2014 ticketed event attended at least one unticketed Glasgow 2014 event 370,000 (0.37m) attended both Festival 2014 and a ticketed Glasgow 2014 event 93% of those experiencing Glasgow 2014 and/or Festival 2014 rated Scotland as a place to visit as very good 6 Our estimates for attendance at Festival 2014 events including Live Zones are broadly consistent with attendance figures released in the XX Commonwealth Games Highlights Report reporting attendance of over three quarters of a million for Festival 2014 included daily programmes of events at four Live Zones Glasgow Green, the Merchant City Festival, Kelvingrove Bandstand and BBC at the Quay. This conclusion bears in mind the differences in the nature of the numbers and, in particular, the difference between our unique visitors figures and figures based on numbers of visits (which can include a number of visits by the same person). 2

6 Main Findings: Visitor Days 1.13 There were 250,000 unique visitors who stayed at least one night (37% of all unique visitors), and on average they stayed 5.8 nights (or 6.8 days). Not all these days were in Glasgow, because some visitors extended their trip to visit other locations, but all are to some degree a consequence of Glasgow 2014 or Festival This equates to 1.7 million visitor days In addition, there were 440,000 unique day visitors (63% of all unique visitors) who each made an average of 2.6 day trips to experience at least one event at Glasgow 2014 or Festival This equates to 1.2 million visitor days A breakdown of where day and overnight visitors came from is provided in Table 1.1. Of the overnight visitors, 73% came from the rest of the UK and 9% from the rest of the world Overall, and including day visitors, 220,000 visitors came from outside Scotland In total, there were 2.9 million visitor days taken either to or because of Glasgow 2014 and/or Festival 2014, including the Merchant City Festival This also means that on average, each unique visitor spent 4.2 days in Scotland Of the 2.9 million total visitor days (1.7 million visitor days by overnight visitors plus 1.2 million visitor days by day visitors), 80% (2.3 million) were within the Glasgow and Clyde Valley area. Table 1.1. Origin of Visitors and Average Length of Stay of Overnight Visitors Day Visitors Overnight Visitors Origin profile Origin profile Average Nights Spent in Scotland (as part of visit) Scotland 98% 18% 4.9 Rest of UK 2% 73% 5.5 Rest of the world - 9% Please note that due to rounding you may not be able to calculate total visitor days from the number of unique visitors and average days trips. 8 Please note that due to rounding you may not be able to calculate total visitors from outside Scotland from information provided in Table

7 Main Findings: Visitor Spend 1.20 On average, each visitor spent 98 per day, with the total spend therefore being 282 million ( 98 x 2.9 million visitor days) This overall spend can be broken down by day visitors versus those staying at least one night. On average, each day visitor spent 57 per day and each staying visitor spent 125 per day, with their total spend being 66 million ( 57 x 1.2 million visitor days) and 216 million ( 125 x 1.7 million visitor days) respectively By way of comparison the general surveys of tourism undertaken by VisitScotland suggest an average spend per day of 68 amongst domestic overnight visitors to Glasgow, and 48 amongst day visitors This estimate of visitor spend is a measure of all the spending made by people who attended Glasgow 2014 in the course of the days they spent at Glasgow 2014 or during trips made to attend Glasgow 2014 events. It is thus a gross estimate which does not take account of the possibility that some of this spending would still have taken place if there had been no Glasgow 2014 events. In a later stage of the study, work will be undertaken to estimate net expenditure figures. 10 Please note that due to rounding you may not be able to calculate total visitor spend using presented figures for the number of unique overnight and day visitors and average reported daily spend by overnight and day visitors. 11 The Great Britain Tourism Survey 2013 measured domestic overnight tourism and the 2013 Great Britain Day Visits Survey measured same day leisure visits. 4

8 2. METHOD 2.1 These estimates have been calculated on the basis of two key data sources: Ticket sales as provided by Game organisers, Glasgow 2014; and, A Commonwealth Games Visitor Survey undertaken by TNS. 2.2 In addition, they have been cross-checked using triangulation data from accommodation occupancy surveys and use of Park & Ride services. Additional information on the method and triangulation analysis is provided in a Section 3, Methods Note. Commonwealth Games Visitor Survey 2.3 The Glasgow 2014 Commonwealth Games Visitor Survey has been used in order to calculate the number of visitors attending ticketed events based on the average number of tickets per person. It has then also been used to calculate the additional number of visitors without tickets, including those attending Festival This survey, undertaken by TNS, captured the activities of a representative sample of (2,228) people visiting the Glasgow 2014 Commonwealth Games and associated Festival 2014 events. It involved short (10 minute) interviews with people at a sample of locations where events were occurring. Within the interview respondents provided details of the activities they had undertaken or were going to undertake on the survey day, plus more general questions concerning participation in the Glasgow 2014 and associated Festival 2014 events. Technical Notes 2.5 The estimates of people attending the Glasgow 2014 Commonwealth Games, Festival 2014 and Merchant City Festival are based on the number of unique visitors attending at least one event. To qualify as attending one of these events the visitor either had to have a ticket, or spend at least 10 minutes at the venue. 2.6 In this context a unique visitor is defined as a single person attending at least one Glasgow 2014 or Festival 2014 event, irrespective of how many events they attend or visits they make. Since many people attended more than one event, the number of individual visits across all events will substantially exceed the number of unique visitors quoted here. For example, if a visitor stayed in the area for four days and attended the opening ceremony, then a ticketed sporting event, plus a Festival 2014 event on each day of their stay, they would count as one unique visitor, but would have attended two Glasgow 2014 events and four Festival 2014 events, therefore attending six events in total. 5

9 2.7 The visitor spend is based on calculating the average spend per day, and then the total number of visitor days. Here a visitor day is a day (or part of a day) spent in Scotland at least in part because of Glasgow 2014 or Festival For those staying over a number of nights, some of these visitor days may not be directly associated with Glasgow This is the case if, for example, someone came to Scotland to visit a Glasgow 2014 or Festival 2014 event then afterwards stayed in Scotland for some other reason. 2.8 This estimate of visitor spend is a measure of all the spending made by people who attended Glasgow 2014 in the course of the days they spent at Glasgow 2014 or during trips made to attend Glasgow 2014 events. It is thus a gross estimate which does not take account of the possibility that some of this spending would still have taken place if there had been no Glasgow 2014 events. For example, some people might have made trips to Glasgow (or Scotland and/or other host local authorities) or spent money even if Glasgow had not hosted the XX Commonwealth Games. It is also possible that some visitors would have decided against making trips to Glasgow (or Scotland and/or other host local authorities) during Glasgow 2014 or were unable to do so because or as a result of the XX Commonwealth Games. In order to calculate the net gain in spending, we have to allow for the expenditure that would have happened anyway, and any spending that may have been lost because of the effects of Glasgow In a later stage of the study, work will be undertaken to estimate these offsetting effects and to produce net expenditure figures. 6

10 3. METHODS NOTE Visitor Days 3.1 A visitor day is a day (or part of a day) spent in Scotland at least in part because of Glasgow 2014 and/or Festival The method for calculating visitor days is different for those staying overnight versus those making day trips. 3.3 For overnight visitors the visitor days is simply the number of nights For day visitors it has been calculated using survey questions Q13 (whether attended a ticketed sporting event), Q15 (number of separate days going to each type of event), and Q16 (events per day). See Annex A for full wording of questions Q13 through to Q16 from the Games Visitor Impact Study survey. The calculations are spelt out in Table 3.1 below. Table 3.1. Calculation of Visitor Days/Number of Day Trips Separate events attended (Q13 ticketed sporting events + Q15 number of days attending Festival 2014 events) Overnight visitors Day visitors Events attended per day (Q16) 1.5 Average days per visitor for staying visitors nights+1, unique day trips for day visitors (Q13+Q15)/Q16) % of total visitors 37% 63% Overall average Note that all day visitors are assumed to have attended at least once Glasgow related event. For this group the average number of days attending is estimated using responses provided, relating to the number of days attendance at Festival 2014 plus, where appropriate, attendance at ticketed sporting events. For day visitors who attended ticketed sporting events, it has been assumed that this represented 1 day of attendance in addition to any days when Festival 2014 events were attended. 7

11 Triangulation 3.6 The purpose of the triangulation was to sense check the estimates of volumes of visitors and visitor days using independent data sources. The two data sources available for these checks were the supply of accommodation (Table 3.2) and the use of Park & Ride services (Table 3.3 and Table 3.4). 12 Accommodation 3.7 In terms of accommodation, a separate stand-alone report is published by the Scottish Government (XX Commonwealth Games Accommodation Occupancy), but in overview, the available data confirms that the estimated volume of hotel bed-spaces being used by Glasgow 2014 visitors is less than the total stock of spaces, and also less than the estimated total volume of spaces in use over the Games period. In summary: a) From analysis of the weighted Visitor Survey data, we estimate that a little under 300,000 nights were spent by Games visitors in hotels in Glasgow and Clyde Valley over the period of the Games (291,900). b) This compares with availability of around 1 million hotel bed nights (i.e. 79,235 bed spaces x 12 days). c) During the Games period, the hotel room occupancy rate for Glasgow & Clyde Valley was 95%, and hotel bedspace occupancy was 64%. 12 Accommodation and Park & Ride data was used to check the robustness of the Games visitor estimates. The data was not used to calculate the number of unique Games visitor or associated expenditure. 8

12 Table 3.2. Estimated Available and Occupied Bed Spaces During the Games 13 Units Average rooms per unit per night Average bed spaces per unit per night Estimate of total available bed spaces per night Net Bed Occupancy - 23rd July to 3rd August 2014 Estimate of occupied bed spaces per night (A) (B) (C) (D) (E) (F) (G) Hotels Estimate of total bed spaces occupied over 12 day period Scotland 2, ,992 72% 259,013 3,108,153 Greater Glasgow and Clyde Valley ,236 65% 51, ,608 Glasgow City ,704 62% 30, ,784 Guest Houses and B&Bs Scotland 2, ,692 70% 13, ,609 Greater Glasgow and Clyde Valley % 491 5,895 Glasgow City na na na Self-Catering Units Scotland 2,231 na na na na na na Greater Glasgow and Clyde Valley 114 na na na na na na Glasgow City 66 na na na na na na Camping & Caravan Parks Scotland 347 na na na na na na Greater Glasgow and Clyde Valley 34 na na na na na na Glasgow City 19 na na na na na na Hostels Scotland 68 na 68 4,624 84% 3,868 46,416 Greater Glasgow and Clyde Valley 5 na n/a n/a n/a Glasgow City 3 na n/a n/a n/a Source: Experian, 2014 SAOS average amongst survey participants A x C SAOS D x E F x These estimates use data on average rooms and bed spaces from the Scottish Accommodation Occupancy Survey (SAOS) which has a relatively small sample size so may not be entirely representative of tourism accommodation across Scotland. 9

13 Park & Ride 3.8 For the Park & Ride comparison, the available data on usage indicates 82k trips. From our survey, the volume of Park & Ride trips is estimated to be 75k, so is well within the bounds of statistical confidence limits. The calculations are provided in Table 3.3 below, while Table 3.4 reproduces the data on Park & Ride usage. Table 3.3. Park & Ride Usage Calculations % of visitors using Park & Ride 1.3% Visitor days (000) 2,885 Visitor days on which Park & Ride used (000) 38 Visitor trips (based on 2 trips per day) (000) 75 Park & Ride trips (000) 83 Table 3.4. Park & Ride Usage Breahead EuroCentral Baldinnie Road Silverburn Freescale Hamilton Blochairn P&R Totals Date Venue Session People People People People People People People People 23-Jul Celtic Park - 1,942 1,641 1,545 5, Jul Strathclyde Country Park AM 1,167 1, ,717 Ibrox 26-Jul PM ,853 Strathclyde Country 26-Jul Park AM 1,426 1,603 1,084 1,145 5,258 Ibrox 27-Jul PM 1,079 1,534 1, ,272 5, Jul Hampden - 2,607 1,683 4,290 AM 830 1,194 1, ,657 Hampden 28-Jul PM 855 1, ,139 AM 996 1,109 1, ,143 Hampden 29-Jul PM 847 1, , , Jul Cathkin Braes - 1,095 1,843 2,938 AM 966 1,112 1, ,629 Hampden 30-Jul PM 794 1, , Jul Hampden - 1,956 1,095 1, , Aug Hampden - 2,121 1,120 2, , Aug Hampden - 1,970 1,032 1, , Aug Hampden - 1, , ,447 Total 82,715 10

14 ANNEX A: GAMES VISITOR IMPACT STUDY, QUESTIONS ASK ALL The Commonwealth Games take place in Scotland between 23 rd July and 3 rd August. The Games include 71 Commonwealth nations and territory teams competing in 17 sports and Festival 2014, which includes the Merchant City Festival and cultural performances in locations across Glasgow. Q13a How many, if any, of the following events and activities requiring a ticket to attend have you already been to or do you plan to go to during the Commonwealth Games and related cultural festivals? INTERVIEWER NOTE ONLY INCLUDE EVENTS WHERE A TICKET WAS/IS NEEDED TO ATTEND, INCLUDING FREE TICKETS Opening Ceremony at Celtic Park Closing Ceremony at Hampden Park Commonwealth Games live sporting events Merchant City Festival Festival 2014 events and activities Q13b Have you, or do you intend to spectate at any of the following live Commonwealth Games sporting events without purchasing a ticket? SHOW SCREEN. ALLOW MULTI CODE Marathon Cycling Time Trial Cycling Road Race Q14 Have you, or do you intend to go to any other cultural events, activities or entertainment in the following locations during the Commonwealth Games. SHOW MAP 3 CULTURAL VENUES, ALLOW MULTI CODE, INTERVIEWER NOTE EVENTS/ ACTIVITIES/ ENTERTAINMENT RECORDED AT THIS QUESTION DO NOT REQUIRE A TICKET Merchant City Festival Glasgow Green Live Site Kelvingrove Bandstand Custom House Quay George Square The Old Fruitmarket BBC@ the Quay Other places (specify) No IF NO AT Q14 GO TO Q16. Q15 Over the duration of the Commonwealth Games, on how many separate days do you expect to go to these cultural events, activities or entertainment at these locations? SCRIPT ONLY INCLUDES PLACES SELECTED AT Q14 Merchant City Festival Glasgow Green Live Site Kelvingrove Bandstand Custom House Quay George Square The Old Fruitmarket BBC@ the Quay Other places DO NOT ASK Q16A IF NO EVENTS ATTENDED AT Q13A Q16a Thinking specifically of what you are doing TODAY, how many ticketed events and activities are you attending? SHOW ANY WITH ANY RECORDED AT Q13a. RECORD NUMBER OF EVENTS ATTENDED TODAY. MAY BE NONE. Opening Ceremony at Celtic Park Closing Ceremony at Hampden Park Commonwealth Games live sporting events Merchant City Festival Festival 2014 events and activities DO NOT ASK Q16B IF NO AT Q14 Q16b And please estimate how much time, if any, you will spend at these locations TODAY watching or taking part in cultural events, activities or entertainment. SHOW ANY CODED AT Q14. RECORD AN ESTIMATE OF THE AMOUNT OF TIME SPENT AT EACH PLACE. MAY BE NONE. Merchant City Festival Glasgow Green Live Site Kelvingrove Bandstand Custom House Quay George Square The Old Fruitmarket BBC@ the Quay Watching events, entertainment or activities at other places in Glasgow 11