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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — The Open Golf Championship |
The requirement — Economic impact assessment
The Open championship, which is the oldest of the four major championships in men’s golf takes place annually on one of nine historic golf courses in the UK. The 2007 event was held at Carnoustie in the Scottish county of Angus, and played from July 19 to July 22.
Angus Council and Scottish Enterprise jointly commissioned Comperio Research to conduct an economic impact assessment in a bid to understand the extent to which hosting The Open boosted overall economic growth on both a national (Scotland) and local (Angus) level.
The Solution
Comperio undertook an in-depth analysis of all income derived from spectators, contractors, corporate hospitality guests and the Media in order to measure the direct, indirect and induced economic impacts.
Comperio’s assessment also involved a robust media evaluation, and by tracking worldwide television coverage of the event, Comperio was able to assign a TV media value to all scenic, graphic and verbal reference to the Angus countryside.
The business benefit
Comperio’s study has equipped Angus Council and Scottish Enterprise with a clear understanding of the impact of The 2007 event on business, productivity, tourism and sustainable economic growth in Angus and the surrounding regions. This insight can be leveraged to ensure the positive impact of future events.
A few examples of some of the compelling findings are:
- The Open contributed £14 million to the local economy and £26 million to the overall Scottish economy
- The Open is a major tourist draw, as only 4% of spectators were residents of the Angus region, with the remainder travelling in from other areas in Scotland (51%), the rest of the UK (30%) and overseas (15%)
- Overseas visitors stayed in the area longer than national visitors, averaging 5 nights versus 2 nights, and they spent 4.5 times as much money
- More than half of the respondents interviewed, stated that their experience of visiting The 2007 Open would make them more likely to visit Scotland again
- Television coverage that included scenic, verbal and graphic reference to the Angus countryside totalled 171 hours of exposure, which is equivalent to a gross advertising value of some £34 million. Nearly half of this was generated in North America. .
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