ENSSEE FORUMECONOMIC AND SOCIAL VALUE OF LOCAL SPORT EVENTS

Hans SlenderCoordinator Policy and Entrepreneurship

RESEARCH SPORT SCIENCE

Stimulating sport and physical activity

Motor learning Policy and entrepreneurship

in sport

Optimalisation of sport performance

Professional Practice

SportsFieldLab Groningen

Healthy ageing Entrepreneurship

Policy and entrepreneurship in sport

COMMUNITY OF PRACTICE

Sport policy:Magda BovenHiske Wiggers

Bake Dijk

Sport events:Hans Slender

Mieke ZijlBake Dijk

Entrepreneurship:Ben Hattink

Gerco van Dalfsen

ENTREPRENEURSHIP

• PhD project Gerco van DalfsenLeadership in sport and business

• PhD project startup Ben HattinkBehavioral economics

• Minor ‘Sport Business Innovation’

SPORT POLICY

• Vision on local sport facilitiesAssignment for local governement Groningen; three sport facilities

• Vitality of voluntary sport clubsResearch on 100 local sport clubs

• Minor: ‘Policy in sport and health’

SPORT EVENTS

Initiation phase:• Business case Clycling Tour of Drenthe• Feasability study World Cup Cycling 2020Process evaluation:• European Youth Olympic Festival 2013• Meta-analysis sport events in NLEffect studies:• Social impact World Cup CP Soccer• Economic impact WC Speedskating, NIC Assen, TT

Festival

TODAY

1. Joint research program in a national community of practice

2. Research program Hanze University3. Phd. Research Hans Slender on social legacy

of local sport events

1. COMMUNITY (WESP)

• Promote research on sport events.• Standardise methods and techniques.• Ex post studies to improve ex ante research.• Exchange results and share best practices.• Peer review

Egbert Oldenboom

Source: Preuss (2004)

ECONOMIC IMPACT VISITORS

ECONOMIC EVALUATIONS WESPEvent Region Economic Impact Appreciation

La Vuelta Drenthe € 5,3 mlj. 7,7

Giro d’Italia Amsterdam € 9,5 mlj. 7,8

Tour de France Rotterdam € 20,8 mlj. 8,0

WK Gymnastics Rotterdam € 6,4 mlj. 8,1

Zevenheuvelen run Gelderland € 1,3 mlj. 7,6

WC Track Cycling Gelderland € 1,3 mlj. 8,0

WC Table Tennis Rotterdam € 5,5 mlj.

WC Speedskating Heerenveen € 2,1 mlj. 7,9

World Cup Cycling Limburg € 22,5 mlj. 8,0

VALUE OF EVENTS

Intensity

Scale Organization

Target group

Durance

Health Participation

Experience

EconomicsIntensity

Identity Event

EXAMPLE

Measuring the social impact of a sporting event and the role of various side-events.

WESP MODULES

• Number of visitors and profiles• Economic Impact• Experience local residents• Satisfaction visitors and participants• Media value• Health and healthy lifestyle• Parcticipation and cohesion• Sustainability

NEXT STEPS

• Using the data of various sport events to build a ex ante model for economic impact.

• For larger sport events no focus on economic impact but on a complete cost-benefits analysis.

• Gain insight on moderating factors (process) to get more out of sport event.

2. OUR RESEARCH AGENDA

Source: Preuss (2004)

Feasiblilty studies

Proces evaluations Impact studies

Legacy (PhD)

FEASIBILITY AND PROCESS

• Business case Cycling Tour of DrentheProvince of Drenthe

• World Cup Cycling 2020KCE2028 & Sportplein Groningen

• Process evaluation EYOF 2013NOC*NSF

IMPACT STUDIES

• Economic impact studiesWC Speedskating 2012, NIC Assen, TT Festival

• Social impact WC CP Soccer

• Meta-analysis social value of sport eventsMulier Institute

UNDERSTANDING PROCESSES

Input Process

Output

Outcome

Cost-benefits analysis (cost effectiveness)

Efficiency Effectiveness

- Investments- Goals- Feasibility studies- Bids

- Strategy- Project management- Side-events- Stakeholders

- Project evaluation- Impact studies- Side-event monitoring

- CBA- Effect studies- Legacy

3. PHD-PROJECT SOCIAL LEGACY

• Much work done on mega events, little on local events.

• Much work done on economic effects, little on social effects.

• PhD program is a change to focus on long term effects, difficult to get funding from the market for this kind of research.

21Source: McCartney et al. (2012)

HEALTH AND SOCIAL IMPACT

22

LEAGACY

Source: Preus (2007)

23

METHODS FOUND

Economic Intangible benefitsEconomic Impact= input-output model, questionaires

Survey methods:- Before-after time series- Questionaire on sensemaking

Contingent valuation method= Both economic and intangible by asking willingness-to-pay

Impact LeverageEffects on local community Enhancing existing goals of

stakeholdersBased on Chalip (2007)

24Source: Bowdin (2010)

STAKEHOLDER PERSPECTIVE

25

Review Social Legacy

Creating a social legacy measurement instrument

0 -measurement

Selection recurring local sport events

Selection one-off local sport events

1 -measurement

2 -measurement

Process study Process study

How to enhance social legacy and leverage?

0 -measurement

1 -measurement

2 -measurement

ANY QUESTIONS?