PLYMOUTH UNIVERSITY FACULTY OF BUSINESS

SCHOOL OF TOURISM AND HOSPITALITY

HONOURS PROJECT REPORT HTM 314

Investigation To Find The Impacts Of Plymouth University Graduations On The Community And City.

by

Hannah Fleming 10262045 BSc (Hons) Events Management

2014

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Acknowledgement

I would like to acknowledge the endless help of my supervisor, Dr Nigel Jackson, whom without I would not have been able to do any of this research. You have taught me so much and I have learnt a great deal from you. Thank you.

Also to thank the help of all the interviewees, especially the members of staff from Plymouth University Rich Avery, Lisa Phillips and Dan Thompson who were kind enough to give me additional information to assist with the study and point me in the direction of whom else to interview.

And finally thanks to my friends and family who have put up with my incessant babbling about this project.

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Abstract

Problem: Plymouth is now is in its 7th year of Graduation Ceremonies being held on Plymouth Hoe. The week of ceremonies including a week prior of varying events brings estimates of over 22,000 visitors to the city in September. This research project was undertaken to investigate the impacts upon the University and the city including the community and public. This project is not an economic study, though elements of previous studies were taking into consideration, but more to investigate the social impacts and stakeholder relationship between the two groups.

Method: The research was done through interviews including the internal University organisers and external stakeholders or those perceived to be effected by the events.

Findings: The findings discovered that the community-campus relationship is developing and improving through the increased presence that the University has within the city. A variety of stakeholders were identified and discussed to evaluate the understanding of the event including the benefits that it brings to the city who are now more conscience of the events and their value.

Word Count - 9844

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Contents

1 - Introduction …………………………………………………….5

2 - Aims and Objectives ………………………………………….7

3 - Literature Review 3.1 - Introduction …………………………………………..8 3.2 - Engagement in Community ………………………..9 3.3 - Event Impacts on Stakeholders……………………12 3.4 - Event Typology ……………………………………..15 3.5 - Conclusion ……………………………………….…16

4 - Methodology 4.1 - Research Philosophy……………………………….17 4.2 - Research Methods………………………………….18 4.3 - Sample……………………………………………….20 4.4 - Data Analysis………………………………………..22 4.5 - Ethical Considerations……………………………..23

5 - Findings 5.1 - Introduction………………………………………….24 5.2 - Objective 1…………………………………………..25 5.3 - Objective 2…………………………………………..26 5.4 - Objective 3 ………………………………………….27 5.5 - Objective 4…………………………………………..28 5.6 - Objective 5…………………………………………. 30 5.7 - Additional Findings…………………………………31 6 - Discussion 6.1 - Introduction ………………………………………..32 6.2 - Objective 1………………………………………….33 6.3 - Objective 2………………………………………….34 6.4 - Objective 3………………………………………….36 6.5 - Combined Objective 4 & Objective 5…………….37

7 - Conclusion 7.1 - Key Themes and Findings ………………………39 7.2 - Recommendations………………………………..40 7.3 - Limitations & Further Research………………… 40

Table and figures 1. - Table of Sample……………………………………..41 2. - Table of Completed Interviews…………………….42 3 - Results Chart…………………………………………43 4 - Stakeholder Table - Data Development……………45 5 - Fleming Framework………………………………….47

Appendices 1 - Sample of Questions for Internal……………………48 2 - Sample of Questions for External…………………..49 3 - Letter to Potential Interviewees……………………..50

4 - Transcript for Internal…………………………………51 5 - Transcript for External………………………………..55

References…………………………………………………………59

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1 - Introduction

Graduations are an important and significant part of any students life, concluding years

spent studying. Plymouth University holds its Graduation Ceremonies in a large purpose

built marquee on Plymouth Hoe in September. The week before graduations, the venue is

used to host events varying in style and audience: some for only invited guests and some

open to the public. During the second week for six days the Graduation events are held

with a footfall over 22,000 including graduates, friends and family. They also have a

number of acclaimed guests receiving Honorary Doctorates, sporting colours or attending

other events which brings attention to the University and City. Individuals such as Alistair

Stewart OBE, Angela Rippon OBE and the band Muse amongst others. This whole style of

event is very unusual compared to other graduations in the UK or even around the world

where the events are usually hosted on university campus’s or in ceremonial venues such

as cathedrals, theatres or concert halls.

Due to the nature of the event there must be noticeable impacts to the city from the event.

A large number of the guests are not local to Plymouth, either from other counties or even

from overseas. Consequently over the fortnight there is a significant surge of visitors to the

city who will increase the use of hotels, restaurants and other services. Also as the event is

held on such an iconic site for the SouthWest, the city benefits from the inadvertent

advertisement from the photos that are taken of the graduates and guests.

In September 2011 the marquee was used to host the Americas Cup and an economic

impact study was undertaken. The report (Serio 2012) found that in a week the event

bought over 100,000 people to city and through combined direct, indirect and ripple effect

expenditure resulted in an estimation of over £4.1 million in gross total impact. It observed

also that those who stayed overnight in the city spent just under £100 per day. It can be

used for a basis for this research project as will stand as a marking point for how much

Graduations and other events could potentially bring to the city.

This project will research into the impacts of the University events on the city and

community addressing the relationship between the two: the campus and the community.

Using key theories developed by Bringle and Hatcher (2002) and The Kellogg Commission

(1999) who both undertook research to address these relationships identifying key

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characteristics that are required for a University to engage more successfully with the

public. The project will also look at Freemans (1984) stakeholder theory to assist with

identifying those who could be considered stakeholders for these events. There is limited

knowledge and research undertaken to identify the how graduation events on their own

can impact upon their communities as the events are not common practice so this project

will develop the knowledge of the University Graduations engaging with the community.

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2 - Aims and Objectives

Aim

To assess the impact the Plymouth University Graduation Ceremonies (including other

events) has on the city and community.

Objectives

1)To assess the intended impact of the organisers of the Plymouth University Graduation

ceremonies.

2)To analyse the actual impact of the Plymouth University Graduation ceremonies on the

city and community.

3)To assess the impact of the Plymouth University Graduation ceremonies on participants

4)To identify the impact of the Plymouth University Graduation ceremonies on

stakeholders within Plymouth.

5)To identify the importance of stakeholders within mega events

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3 - Literature Review

3.1 - Introduction

Within this literature review it will be investigated into the variety of theories that there are

addressing mega events taking place in public spaces. Whilst the purpose of this research

project is to address graduation, the review will address the key elements of event impacts

and the relationship between the University and the community and if it should be a

consideration in the University’s events strategy.

The first section will be in research the engagement and community relationship between

educational institutions and the community. It further investigates what literature there is

addressing events organised by large organisations within city spaces and how they can

be used to get the community involved as well as how to get them to understand an event

that they may not feel associated with.

The next section will be to investigate the impacts that events can have upon the

stakeholders, community and participants. This will look at different definitions for

stakeholders and their importance in an organisation and events. It will also look at the

impacts that events may have to their stakeholders.

The final section is addressing the typology of events to allow the identification of the type

of event that graduation is. This will also connect the literature collected in the first two

sections by identifying the extent to which the event can impact upon previously

mentioned individuals or groups.

The review will aim to investigate the impacts of events and engagement of the community

well as addressing what research into graduation ceremonies has been undertaken.

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3.2 - Engagement in Community

One of the key points to consider with this event is that it is an event hosted by a private

organisation on public property. This means that though it is not targeted for the public,

there should be a considerations of community opinions. Mean & Tims (2005) observe that

many public spaces have become habitual spots for communities to use. Dines and Cattell

et al (2006) also comment on the attachment that can be made to local areas where there

is a chance to socialise with others. Fredline & Faulkner (2002) say that a lack of support

by members of the local community can prove detrimental for an event or tourism project.

It means that it is vital for organisers or project leaders to realise relationships with the

community are very important in regards to the venue and it should be ensured that they

do not feel threaten by the event.

Plymouth University is located centrally within the University and therefore cannot be

ignored by the public. Bok (1982) supports this by commenting that Universities are

commonly dominant in their communities are they have a wealth of facilities, knowledge

and staff. Also noting that the University is one of the largest employers in the southwest

and a key figure in the regeneration of Plymouth and wider area. This could be a

considered a primary reason for the support from the community who are already gaining

much from the University.

As the event is not primarily for the community, they are still a part of the function of the

event and it is vital part of it. Fredline & Faulkner (2000) and Pine & Gilmour (1999)

researched into the impacts of events and their community awareness of it. They found

that it wasn’t the actual tangible impact of the event that gave audiences an opinion

towards it but their experiences and values that would affect their feelings. O’Brien &

Gardiner (2006) discovered there were many chances for community growth projects that

were lost through lack of knowledge of them. They go on to suggest that in the hospitality

and tourism sector it is better to try to develop relationships which will have imminent

effects for those hosting which will in turn will help to grow plans for future developments.

There have been several theories developed to investigate the importance and function of

campus-community relationships. Gursoy & Kendall (2006) developed a model that

assessed the key elements on residents’ recognition of the impacts on mega events and to

what extent they would support it. The model broke these conditions down to : extent of

community concern, values, community attachment, understood costs and potential

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benefits. If local communities are able to comprehend these conditions, it encourages

more support to be gained and less obstruction in terms of protests or such.

A key theory for this project is one that addresses the relationship between the community

and the University. The Kellogg Commission (1999) was a report undertaken in America to

investigate the changes that could be undertaken in University Campuses. One of the key

points it discussed was the importance of an engaged institution and within there were 7

characteristics that could define one. These were: ‘Responsiveness, respect for partners,

academic neutrality, accessibility, integrating engagement into institutional mission,

coordination & resource adequacy’ (1999:13). The report found that at the centre of

creating community cohesion is the task of creating good partnerships between the

educational organisations and the community.

It must be noted that the culture between students and staff at a University and members

of the public are very different. This means that the needs of both, if not all three, are

different which will effect the processing of information and development of issues which

Bender (1993) proposes will lead to relationships potentially being complicated. Bender

(1993) and Keener (1999) add that many educational departments see themselves as

being detached from the community. Benson, Harkavy & Puckett (2000) does note that

sometimes University members can give the impression that they can seem snobbish with

a lack of interest in the community. McGrirr et al (2003) found that there was a habitual,

unsaid ‘invisible wall’ that students couldn’t cross to integrate within the city and

community. One of the best ways to integrate in the community is suggest by Mayfield

(2001) who discovered that Universities who function better with the community are those

that offer to use their resources within the community and are able to avert the issues and

media scrutiny that often suggests that Universities don’t care about the community.

There has been an increased interest in engaging with the community through

development of programs and offering the opportunity for facilities to be open to everyone

in the city. Boyte, & Hollander (1999) and Zlotkowski(1996) & Morton (1995) remarks that

any community work done by University’s is typically done as charity work rather than

working alongside the community towards some common goals. Bruning, McGrew &

Cooper (2006) undertook research into relationship between colleges, universities and the

community. The results found that there was a more positive attitude towards the

establishment if the community members had been onto campus within the past six

months than those who had not. Boyer (1996) suggests that high educational

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organisations should invest in the community, using its assets and knowledge to help

those who could learn from them.

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3.3 - Event impacts On Stakeholders

Events can be used to significantly impact upon their hosts towns and organisations and

are often used as promotional tool for the area. Pugh & Wood(2004) adds that local or

regional councils may use events within their strategies as a means to promote cities to

the public to encourage usage and awareness of the city. Shanka & Taylor (2003) found

that almost 60% of graduates from Western Australia University, came back to visit the

area on holidays and 58% staying for graduation ceremonies would use local businesses

for hospitality services. This proves that there is some evidence of university events

impacting on their community and should be monitored. Hiller (1998) adds that impacts

should be assessed at each stage of planning to ensure any issues that may arise are

dealt with. However this may be difficult if the impacts are not understand prior to the event

taking place.

This also means that they will undoubtable have an impact upon their events stakeholders.

Raj et al (2008) observed that the smaller the event, the fewer stakeholders it would have

compared to larger more elaborate events which would require bigger number of

stakeholders. These include organisers, employees, suppliers and the community, all of

whom are considered stakeholders depending on the type of event and audience

surrounding it which means that there are a variety of things that can affect the event and

which the event itself can affect upon. Therefore they are all considered stakeholders

within the event though they may not all be considered within planning stages.

Freeman (1984) defined a stakeholder as anyone, individual or group who are effected by

or can influence the success of the targets set by the company. The theory researched

was primarily to discover who and what should be considered and by taking into account

stakeholders strategies offer additional insight including social and political views. It also

found that often stakeholders carry out a multitude of roles which can sometimes lead to

conflicting ideas and opinions. Mitchell et all (1997) built a categorisation of stakeholders

which addressed the extent to which the stakeholder would have power, the legitimacy of

the stakeholder and at what stage it would have priority (SEE TABLE). However Miles

(2012) found that those who are considered as a stakeholder can be widely disputed. This

could be dismissed by other stakeholders or others don't recognising some as a

stakeholder.

The University also needs to consider its corporate responsibility and strategies in

engaging and investing the community. Puncheva (2007) observed that the corporate

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reputation of an organisation can affect the stakeholders involvement as their relationships

may be varied. However it was found that there was no framework that developed this as a

theory so developed a concept that the relationships depend of reputation, social

legitimacy and trading of assets. Duck (1994) warns that all stakeholders should consider

their actions and behaviours will affect any potential collaboration if they go against any

policies or guidelines of the other stakeholder. To support this Kelley & Thibaut (1978) and

Rusbalt (1983) suggests that if all parties are able to discuss the potential benefits or costs

to each so that the best solutions can be evaluated and acted upon. This ensures that

each stakeholder understands the other as each will have different requirements and

methods in approaching their audiences.

As the event is being held on public land there will certainly be some association between

the two groups. Hall (1997) and Getz (2005) say there is always a connection between

events and the community surrounding it and will therefore impact upon it so should be

considered a stakeholder for the event. They can affect the communities in a number of

different ways which Dwyer, Forsyth & Spurr (2006) state incorporate: total output, impacts

on regional consumption, creation of jobs and more. Crompton & Mckay (1994) Crompton

(1995) Delpy & Li (1998) suggest that it is now widely known that large community events

and festivals impact upon the economy. Many event teams pursue financial support from

local or national councils on the proviso that there will be positive impacts on the

community such as increased number of visitors, awareness of area, spending and

therefore more incentive for regeneration in underdeveloped areas. This is often one of the

primary ways that Regional Councils and policy makers assess events to evaluate the

economic costs or benefits of a major event (Wagner (1997), Murphy & Carmichael (1991)

McHone & Rungeling (2000)). Murphy & Carmichael (1991) also add that some part of the

impacts are made through the spending of attendees, participants and tourists of the

events or through related events.

There should also be the consideration of the direct impacts that may effect local

businesses or residents living near the site as they are likely to see most significant

changes from the site. These most notably would nuisance or disturbance from the event

entertainment and guests (Manchester, Poppleston & Allen 2008, Noise Council 1995 &

HSE 1999). If the event is to be repeated there should be additional measures put in place

to ensure that the direct community of the event including staff, organisers and those

attending the events are not badly effected (Howden 2004). As the event is for celebratory

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purposes there is the chance that there will be some disturbances which the organisers

should take additional time assessing.

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3.4 - Event Typology

When looking at events it must be remembered that they are not a static product that can

be sold on but it is an intangible experience for audiences. To be able to analyse them, we

must first categorise them to be to identify their purposes and aims. One of the first

aspects that should be looked at should be their size as this typically determines their

audience type and impact. Through research Jago and Shaw (1998) found that there is a

distinctive correlation between the size of an event and its budget, costs/benefit and

audience engagement.

There are a number of different ways and groups that events can be categorised into. One

is Bowdin et als (2006) four distinct groups of events. The smallest of these would be

community events which Janiskee (1996) says are run by and for the purpose of the

community using services or land owned by local councils or organisations and are

normally run to boost morale, raise awareness of charities or funds. The next size is major

events which appeal to a large number of audiences typically sporting events. Hallmark

events are the third which are synonymous with an area that Ritchie (1984) says they

happen once or may reoccur for short time for the purpose of adding major benefits to the

area through a series of unique experiences for audience. Getz (2005) also suggests that

they are some form of tradition for a place and add significant benefit to it. The final and

largest of events are ‘mega-events’ which Hall (1997) defines as being aimed at a global

market which involves large audiences, budgets and effect they have on communities and

areas. The most iconic of these are The Olympics which involve substantial involvement

and take a considerable amount of time and effort to organiser. Another way to categorise

events would be done by their patterns in audience, purpose and type. Getz(2005) created

a table for this which include cultural celebrations, business, educational and private

amongst others.

Both of the methods allow for a better definition and categorisation of the event though

there are difficulties when working with the event addressed in the project as there are a

varieties of events taking place within the site, all with a common purpose or theme yet

varying in size, type, style and audience. It could be considered that the overall event is a

form of a festival with other ‘sub events’ that are independent in their qualities. Defining the

event is not an essential part of the research project, however by identifying what type of

event is could be considered will help to establish the more central parts of the project

such as the stakeholders and how engagement and interaction with the community may

be done.

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3.5 - Conclusion

From the research of literature undertaken it can be seen that there is not a vast amount of

literature that has been done directly about graduations as events. This may be due to the

fact that they run for limited time frame, the personal investment and significance from

students and staff they are not freely available to the public which can sometimes be a

sense of exclusion to anyone who is not directly involved. As they are only recently

becoming events in their own right, it can be seen that it is difficult to categorise them as

they could be considered to a major or hallmark event yet they are mostly private events.

Yet as stated already, they bring large numbers of graduates, current students, friends and

families who spend time and money using facilities and services in the city resulting in

significant positive impacts providing that the relationship between the campus and

communities are good.

University’s may be private organisations and businesses but they have a large corporate

social responsibility to engage and encourage their local community. The community is

clearly a serious aspect of the planning process yet there also needs to be the same level

of recognition for the University who are a significant part of the city contributing to vast

amounts of knowledge, employment, facilities and more.

The literature may vary in exact definitions and considerations of stakeholders, yet all

agree that stakeholders are those who are effected and impact upon the event. As there

are a variety of events using the site, there are expectations that there will be a diversity of

stakeholders considered for the variety of events. The research undertaken within this

project will hope to find clarification in the theories and understandings discussed and find

evidence that that agree with them.

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4 - Methodology

4.1 - Research Philosophy As this project is investigating the opinions, relationships and addressing social impacts,

the research will be using qualitative methods. Strauss and Corbin (1990) define as those

that do not use numerical measure and suggest that qualitative is used to comprehend an

unknown occurrence or new understandings on known occurrences. They advocate that

often qualitative research comes before quantitative which could be used further to

develop the study. This is supported by Cronbach (1975) who maintains that researchers

are unable to address social situations when looking solely at statistics. Whilst some of the

objectives could be investigated using a statistical approach, much of this research will

depend upon opinions of the interviewees.

Due to the nature of the project and the objective, the researcher will use several different

techniques to gain the data required. The researcher will use Denzin’s (1970) extended

idea of data triangulation by where a variety of sampling approaches are used. For this

project, the researcher will conduct exploratory and inductive reasoning through qualitative

research. Exploratory research has often be considered the initial stages of research as it

often requires the researcher to have a particular interest in the subject and must actually

be positioned within the research not do it all from afar (Stebbins 2001). This is applicable

for the researcher as they have worked at the event for a number of years with an

understanding and interest in the event, further discussion on the biases of the researcher

will be discussed in the ethics section of the methodology. Stebbins (2001) also addresses

the fact that many consider exploratory research to be disordered and lacking a route.

Inductive reasoning will also be used as it first makes the observations which results in

provisional hypothesis and then a theory is developed (Aqil Burney 2008). Copi, Cohen &

Flage (2007) state that results given from inductive reasoning are plausible depending on

the proof from research. This means that any detailed factual data given such as numbers

or revenue will require some evidence from the interviewee though it is expected that such

data will not be given.

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4.2 - Research Methods

The method used to research the aims and objectives will be through in-depth interviews.

By interviewing the individuals rather than allowing them to fill in questionnaires, the

research hopes that they will be able to capture a better visualisation of the interviews

opinions and attitudes as oppose to the limited script that they may only be willing to write

themselves. Bertaux (1981) states that when researching in social studies, interviews are

one of the most successful tools as humans are able to respond to how they feel or think

which cannot always be observed when using other methods. Seidman (2012) suggests

that interviews allow for a better understanding of the occurrences and will results will be

how the interviewees interpret those experiences. Di-Cicco-Bloom & Crabtree (2006) also

add that structured interviews often lead to quantitative data. By be able to do them face-

to-face will allow the interviewer to ask further questions that may develop and further

assist with the study.

The questions will be based upon the aims and objectives set for this project, but will ask

for the interviewees opinions of their experiences rather than testing only the theories

which Patton (2005) says will allow for rich data. Ritchie and Lewis (2003) advise that in-

depth interviews require structure but also allow for changes. This will allow for key themes

that required prior preparation to the interviews to be identified so the researcher has an

understanding of where the interviews should be lead to. Ritchie and Lewis (2003) also

suggest that the interviewer should ask follow up questions to allow for further answers to

be gained. The interviewee expects that additional questions will be asked to allow for the

respondents to answer with their own answers and opinions which is supported by

Douglas (1985) who stressed the importance of unrestricted verbalisation of the

interviewee. Douglass and Moustakas (1985) also back the idea of relationship

development between the research and the interviewee through shared reflection of the

topic. This will be helped through the researchers experience in the events that are being

explored, so an understanding and ability to prompts certain question responses will be

possible. Through the nature of interviews, in depth responses can be obtained which will

allow for richness and variety in data assist answering the aims and objectives of this

research.

The sample of the questions can be seen in (Appendix 1 & 2) which further break down

into two varieties. The first is for the internal interviewees who are directly involved in the

planning and running of the events and will have detailed knowledge about the event. The

other is for external who are essentially those who do not fall into the internal. They will

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include local businesses, suppliers or organisations that could potentially be considered

stakeholders. This will allow for the right information to be gained from the two groups.

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4.3 - Sample

To ensure that the findings are varied yet relevant to the project, the sample will be only

those who are able to offer relevant information. Marshall (1996) asserts that for qualitative

research the participants to be interviewed should be known and chosen specifically. If

they are chosen randomly it may lead to random results as their varying personalities,

experiences and opinions may not be as relevant as expected. However it will be taken in

to consideration Moscovici (1982) findings that individuals will have a variety of

presumptions and experiences which will lead to current experiences being seen as

something different by everyone. The researcher will therefore note that results will not all

be the identical.

The sample will be selected through what Marshall (1996) called judgement sample which

is purposeful selection of specific participants rather than randomly selecting them. The

sample size will depend on those able to partake in the interviews. Sandelowski (1995)

identified that if sample sizes are too small are inadequate in supporting the theory

development. However it is observed that if the sample size is too big, it can lead to an

inability to examine the data collected. Guest, Bunce and Johnson (2006) found that data

saturation can begin to set in at 12 in-depth interviews. For this research a target sample

size of 15 to be interviewed, as there are likely to be a variety of responses due to the

matrix of sample types resulting in differing opinions, however unnecessary interviews will

not be done to fill numbers as this will not give suitable findings.

The sample will be divided into a matrix (internal and external) to allow the researcher to

identify and analyse the results from each as it is expected that the different factors will

have similar opinions in their groups but different to the other factors. Jansen(2010)

observed that qualitative samples need to offer diverse data and the matrix will also help to

identify who will need to be selected. An example could be that for this study it would

impractical to only interview members of the University as this study requires results from

external stakeholders from the community and the city not directly involved in the

organisation of the graduations.

The individuals who will be interviewed have been specifically selected through their

involvement, experiences and knowledge of graduations. The matrix can be seen seen in

(Table 1 & Appendix 3) which shows the target individuals to interview and those who

completed interviews. The first two to interview will be the organisers of the Graduation

ceremonies, from the University and the other, the production and site manager of the

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events outsourced by the University . There will also be the consideration for snowballing

sample (Patton 2010) where upon the participants are able to suggest who else may be of

interest to the study. The next group of individuals being interviewed will be the external

stakeholders of Graduations such as council members, hoteliers and local trade groups

that may be used by the visitors of the events. They will be asked upon their opinions on

how the events impacts upon their businesses.

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4.4 - Data Analysis

When analysing the data the most suitable approach will be framework analysis.

Srivastava and Thomson (2009) defines framework analysis as that which can be done

during and after the data collection. The analysis is done through identifying of themes

within the data which Ritchie and Spencer (1994) says there are 5 steps for the process.

The first being familiarisation, identifying a thematic framework, indexing, charting and the

final being mapping and interpretation. Srivastava and Thomson (2009) do state that the

researcher will need to spend time interpreting the data which can be time consuming and

also can require further time to develop. This analysis process fits qualitative research as

both cannot use statistical and automated analysis.

When the data is collected it will be categorised into the core themes developed through

the objectives. These will then allow for the conceptual framework to be developed from

the data as it will use the objectives and themes to map the results and findings. The

framework will be based on the theories developed in the literature review and the key

characteristics identified through them. The framework will also allow for further elements

to be added if further research is undertaken.

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4.5 - Ethical Considerations

As stated already, the researcher has a previous affiliation with the event that is being

researched about. Though the bias will not be ignored, the previous knowledge and

experiences will be used to enhance the knowledge of the research. However this

advantage will not effect the findings as all will be displayed equally without favour to the

event. This projects purpose is to discover if theories already discussed are present in this

event. The researcher will not be adding their own thought and opinions to the findings and

discussion that will effect the data. There will also be the consideration for the political

issues that may arise from the opinions being expressed. The interviewee will attempt to

circumvent these by asking if the interviewee would like the interview to be anonymous

and that any objectionable quotes will not be directly used in the research.

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5 - Findings

5.1 - Introduction

Once the results had been collected and assessed (Table 2 & 3), an overall finding that the

Graduation events certainly impact upon the city with both sets of interviewees. Dan, Lisa

and Rich all commented saying ‘there are initial estimations of £2.2 million being spent in

the city in those two weeks with the 22,000 guests staying overnight and eating out.’.

Young also commented about the guests such as Honorary Doctorates ‘the University now

has a lot of pulling power to get big names to come down here to events like these’. The

comments address all of the objectives from both sets of those being interviewed which

was surprising unlikely as it was expected that many of the external interviewees would

have very contrasting views.

As expected though, there were understandable differences between the internal staff and

the external organisations that were interviewed as their experiences and understanding of

circumstances varied.Some interviewees such as Treasury and Young have previously

had relations and already work with the University on the Graduations so understood the

corporate objective and methods of workings as Treasury commented on the University's

‘green, sustainable and environmental policies’. Whilst some did not and further explained

some reservations or issue they had. An example of this would be where Facy had

commented ‘I know it’s for the University as I’ve been in the marquee before but otherwise

you don’t really know it is for the University, there doesn’t seem to be much obvious

branding’ . However, it can be seen from the findings that the prevailing consensus is that

overall the event is seen as a positive thing for the city with a variety of organisations

benefitting from it, an example is Treasury saying ‘they should be proud, it’s a showcase’

Page �24

5.2 - Objective 1)To assess the intended impact of the organisers of the

Plymouth University Graduation ceremonies

As there were significantly less of the internal staff interviewed compared to the external, it

if difficult to fully determine all the intended impacts without addressing local policies and

issues at the time of changing the venue. But One key observation that Rich did make

aware, was that it was not an intentional strategic decision for the University to hold its

Graduations on the Hoe, but due to ‘limitations in numbers, time and space at the

Pavilions, we trialled moving it to a bigger space’. This does affect the research behind the

intended impacts objective as almost of the interviewees, as Dan said ‘I don’t actually

know if there is an intended impact’, with the observation that any decisions made had to

align with corporate, local and governmental regulations. However Lisa said that the

intentions were to ‘to increase visitor spend to the city and increase repeat visits’, though it

could be considered that these impacts could still be achieved if the event was held at

another venue in the city.

The external interviewees main comments addressing the intended impacts were thought

of as ones that were already achieved. Also to note was that all externals commented on

the fact that is gave a huge amount to the city. TIC, Young, Treasury & CityBus all said ‘to

increase number of visitors to city’. Though all the externals were not part of the planning

stage, none commented on anything that could have put the University on bad light such

as saying that the University had only its own corporate agenda. All were very supportive

of the University’s community and city wide objectives through the event.

Page �25

5.3 - Objective 2)To analyse the actual impact of the Plymouth University

Graduation ceremonies Regardless of the level to which the impacts were considered, all interviewees clearly

observed that the Graduations were significantly impacting upon the city every year. One

of the most repeated words that appeared was the word ‘showcase’ which was said by

Dan, CityBus, Scott and Young as well as similar associated words which were repeated

by both sets of interviewees addressing both the University and the city. Internal

interviewee Colly said ‘it raises profile for Plymouth city and University ‘ meaning that the

University can be seen to promote itself within the city and also external interviewee Facy

said ‘it shows off city. It’s a unique event’ meaning that the city also promotes itself but to

the wider area in the country. CoC added ‘the city has a real buzz when the events are

going on’. Though these comments do not represent the all the public opinion, there is

obviously the understanding that the event can be used as tool for the University and the

city.

As stated already all interviewees whether their businesses were effected or not changed

depending on the business, but even the individuals themselves said there was ‘an

increase of visitors to the city’ with the internal organisers making conservative estimates

that the numbers were as high as £2.2 million just in direct spending from the graduates

and families staying overnight and celebrating through the local hospitality services.

One unusual finding was that TIC and Young commented on was that ‘the city is

sometimes even busier in September compared to August’ going on to add ‘the event has

added to Plymouths summer season by an additional month’. TIC also went on to add that

‘the restaurants and hotels are constantly full when the Graduations are on’. However this

has some drawbacks which were also brought up, the first being that this extra season can

be very difficult for other visitors who expect that the city will be slightly quieter. But this

cannot be held solely responsible for the Graduations but on the factor that during the

fortnight of events there is also the fortnight, now developing into three weeks, of freshers

arriving with parents. CityBus and TIC commented about the those weeks arrivals ‘there

are a lot more people about including parents helping students move in, not just the

graduates and their families’. CityBus also added that it was difficult for their business to

measure the direct usage of their services by Graduation guests as the numbers

depended on weather, day and other factors in the city.

Page �26

5.4 - Objective 3) To assess the impact of the Plymouth University Graduation

ceremonies on participants

This objective is slightly harder to evaluate as it does not take into consideration the

opinions and experiences of the students and graduates who directly use the site.

However there are more considerations of participants than just those who are guests

which did raise interest in the opinions on the relationship and integration of staff and

students between themselves, the city and also the public with the University.

Almost all interviewees agreed that the event allowed this to happen naturally as the public

are now beginning to see that the University was stepping out from an often perceived

‘ivory tower that all universities can live in’ (Young). Colly added that ‘the University is often

seen as separate‘. This is not helped by the fact that the graduation site, due to safety

reasons, is surrounded by fencing which ‘many members of the public may see as

intimating’(Colly & TIC). However, this is resolved by the use of the marquee the week

prior to the Graduations meaning that ‘many businesses were able to use the

venue’ (Young & CoC) and work with the University. This also resulted in members of the

public being allowed in the venue, able to simply ‘have a look around’ (Colly), who along

with Dan also observed that this is where the communication between staff on site and

members of the public is vital to ensure that is represent the university correctly but also

be able to engage with them. By allowing them to come and engage through events such

as ‘SciTech’ which Dan, Colly and Young commented as an excellent example when the

public feel they can get involved in the venue and they aren’t being ‘kept out’ (Colly).

Page �27

5.5 - Objective 4)To identify the impact of the Plymouth University Graduation

ceremonies on stakeholders within Plymouth. All interviewees agreed that the University was the key and primary stakeholder for

Graduations as they are the organisers but also the students and alumni are the guests,

as Young, Lisa and CoC said ‘the University has ownership of the event’. However

additional stakeholders are dependent on the interviewee and their experiences or

observations with the event and University. Many added ‘City Council’ (Colly & Lisa),

‘suppliers, caterers and staff on site’ (Treasury), ‘residents and users of the Hoe (Scott &

TIC ) and ‘city centre shops’ (LIsa). These can be seen as all of those involved in the

organising, procurement and functioning of the event as well as those who are directly

effected by the event site.

Surprisingly, as well as the organisers saying the event is for ‘Students and staff’ (Colly),

there were some external interviewees including CityBus, Young and TIC all commented

saying ‘it would be nice to get community involved but as it is a student event and that

should be the primary concern for graduation organisers’. This does mean that any

additional events that use the site including the week before are a great addition to the

event though there is the understanding of the events purpose and that without the

Graduations being the focus there little reason for the marquee to be there.

One unexpected finding was regarding stakeholders was the communication between the

University, the identified stakeholders and the local community. One finding was that

several of the external interviewees, specifically Treasury and TIC, both whom were

identified as external stakeholders, felt that they were not always told when the Graduation

fortnight was until very close to the time in the year. TIC commented that it is often ‘a

nightmare as there are graduations and freshers at the same time and we have to manage

very full hotels’. This meant there was a lack in ability to prepare for it in marketing or even

general understanding to liaise with the public and visitors. The residents did feel they are

informed about when building work would commence with Facy saying ‘we get told by a

letter from the University so I am prepared’. This did differ slightly with the opinions of the

organisers who believed that there was a suitable amount of communication to the public

through the letters and promotion during September. One suggestion made by Young, who

was also heavily involved in organising Americas Cup, was that there could be ‘a local

community steering group who would deal with communicating to public and to all local

Page �28

businesses’. This clearly shows that there is a potential void between the stakeholders and

the university regarding dates and key information conveyed about the events.

As the full range of stakeholders are identified, it allows for those who need additional

communication to be selected and the relationships to be improved. All interviewees noted

that their observed relationships with the University was good

\All interviewees commented on the mutual benefits to both University and the community

through ‘the breakdown of barriers’ (Young) between the different cultures of a corporate

educational institute and a local community.

Page �29

5.6 - Objective 5)To identify the importance of stakeholders within mega

events

As already stated, the interviewees all identified the relevant stakeholders for the event

including ‘University & students’ (Dan & Lisa) ‘users of Hoe’ (TIC) and ‘suppliers for event’

(Treasury) were some amongst many that were suggested. It can be seen that the key

core of stakeholders were those who had some form of involvement or were directly

effected by it. However what was also interesting to observe that some of the external

interviewees only saw the University as the stakeholder as CoC and Young stated ‘the

University has ownership’ . This infers that those interviewees only see the University as a

consideration for the event which is surprising as CoC represents the businesses and

organisations across the city and should have more of an interest in the event.

The findings show that an event of this size that has such a large venue, footfall also

adding Youngs comment that the ‘University now has pulling power with Honorary

Doctorates’ and is being recognised within the SouthWest and the rest of the Country.

Therefore the stakeholders are clearly relevant for the organising and running of this type

and scale of event.

Page �30

5.7 - Additional findings

There are the additional considerations for the research which primarily regard other

stakeholders who would have been ideal organisations to interview. The first is the cafe on

the How, the closest businesses to the marquee and one that would notice significant

peaks to Hoe visitors as well as possible be in contact with a lot of the users of the Hoe.

From the researchers knowledge of the event, there was already an awareness of

difficulties between the site and the cafe, however findings given would have allowed for a

broader range of opinions to be found. The business however was very dismissive and did

not want to be interviewed. As this was done face-to-face it was possible to attain a sense

of dislike towards the event and did not want to be a part of anything to do with it.

The researcher also contacted the local press asking if they would able to be interviewed.

Whilst this contact was supportive to the research and the event itself. The researcher was

told that they did not consider themselves involved with the event and did not feel that

there would be an appropriate representative to interview.

Now with the other interviewees completed it can be seen that here is a lack of

understanding from the local organisations as to if they feel a part of it or in these case

don’t. If these two organisations had felt they were able to partake in the research, it could

have resulted in slightly different and more broad findings.

Page �31

6 - Discussion

6.1 - Introduction

From the key findings discussed in the previous chapter, they will now be compared to the

literature already discussed for the project. It can clearly be seen though that the findings

support the theory by Raj et al (2008) who observed that there is correlation between the

size of an event and costs/benefits, audience engagement and the stakeholders it effects.

Page �32

6.2 - Objective 1)To assess the intended impact of the organisers of the

Plymouth University Graduation ceremonies

Unfortunately there were limited findings on this section to evaluate due to there being

limited intentions from the organisers. The University representative Rich and Dan both

stated that ‘There aren’t any real intended impacts in terms of hosting it on the Hoe’

however it can been see that the results of the events is beneficial to the city and now

allows for a variety of events to take place. As Jago and Shaws (1998) observed that the

size of an event will correlate with the size of the impact. The organisers were aware that

as the event was extremely large, it would have significant impacts upon the communtiy.

Though it was not a strategic plan to have it on the Hoe, Bringle & Hatcher (2002) found

that the relationship between campus and community can happen through accidental

events, however it can also result in unexpected connections. This does mean that there is

little or no proof of intended strategy or policy occurring, thought it does align with the

Universities core values which include ‘ collaboration & partnership, taking pride in our

people and their achievements, promotion opportunity & social cohesion ‘ (plymouth.ac.uk/

mission) .These results can all be seen to have been mentioned in similar forms by the

interviewees in the findings chapter.

The perception of universities living in ivory towers was brought up on more than one

occasion (Young and Colly). It can be seen that this perception matched the research

done by Bruning, McGrew & Cooper (2006) and Brockliss (2000) who found that some

Universities were built within their own walls and intentionally allowed only limited

community interaction. However this is not the case at Plymouth University as Young

suggested that the campus is spread out across the city. This means the University and

event organisers always knew that the event would have to be somewhere else off

campus as there is not a building big enough.

Page �33

6.3 - Objective 2)To analyse the actual impact of the Plymouth University

Graduation ceremonies All interviewees commented on the impacts to the city, some which were positive ‘it shows

of Plymouth’ (Scott) and some less so ‘it shows the money has a large budget to

spend’ (CoC). One key observation from the interviewees was that there was,

unsurprisingly, increased numbers of visitors to the city and the resultant increase to

spending during the fortnight (CoC, Scott & Dan) which is backed up by Crompton &

Mckay (1994) Crompton (1995) Delpy & Li (1998) (Wagner (1997): Murphy & Carmichael

(1991) McHone & Rungeling (2000) who all noted that large events add a significant

amount to their local economy which are incentives for local governments to support the

events. With reserved estimates being in the region of ‘£2.2 million’ ( Rich) & (Dan) it is not

surprising that the local council and other organisations are willing to be involved in the

event. Also to add to the direct spending, Colley said ‘it also effects the staff who work on

site’ as the site requires security, catering staff, student ambassadors and stewards which

is a statement supported by Dwyer, Forsyth & Spurr (2006) who noted that impacts can

also lead to the creation of jobs.

Another point of consideration from the findings was the tentative link developing between

the University and the community. In the literature review The Kellogg Commission (1999)

was discussed as it had developed a number of key characteristics that University’s have

to ensure a successful cohesion with public and therefore are more likely to succeed in the

community. These included campus culture, engaged intuition and the student experience.

Bringle and Hatcher (2002) also observed that an engaged institute that is accessible to

outsiders. Whilst the campus doors might not be used during the event, by taking the

University out of campus it puts the culture in the community to engage and interact with.

However even if the community felt it would be better to have it on campus, which CoC did

comment that it expected one day it may result in even though there are no buildings

suitable or big enough to host the event. Also logistically for the running of the city it would

prove detrimental as CityBus pointed out ‘open days are a nightmare as the whole of

North Hill gets blocked up, a whole week of graduations would stop the city’. This proves

that the campus-community relationships are important as communities need to recognise

that there are elements that work to their advantage as said in The Kellogg Commission

(1999) by observing that accessibility and integrating engagement were vital to its

success. If the event was so be held on campus, these factors would not happen.

Page �34

The interviewees who were reasonably in-tuned with the community opinions were

primarily TIC and Facy, who commented that event does effect the local community as

‘there was some disturbance during the evening events’ (Facy) especially those without

links to the University may find it more of a disturbance than recognise the benefits to the

city. Further added to that is that it is being held in public space that is normally open but

they are now unable to use their space for dog walking or such (TIC). Dines and Cattell et

al (2006) and Mean & Tims (2005) suggested that members of the public can often find it

difficult when ‘their’ space is being used for an alternative use which could lead to

development and regeneration of the area.

Page �35

6.4 - Objective 3)To assess the impact of the Plymouth University Graduation

ceremonies on participants

As many of the interviewees said (CityBus, TIC, Lisa) the key reason for the event was for

the families and friends of the graduates and that its primary focus should be on the

graduations. Many recognised the fact that it was a celebratory occasion with the words

‘celebration’, ‘proud’ (Dan, Scott and Young). This links with the the Universitys value of ‘

taking pride in our people and their achievements’ by offering a grand event a grand

occasion. Fredline & Faulkner (2000) found that often peoples opinion with events are

often based on their experiences and emotion at the time. Though an impressive venue

may help a guests experiences, Treasury raised the opinion that ‘it doesn’t matter where

they graduate, its the doing, not the where that counts for them’. However Dan counter-

argued by saying that it is such a grand venue that people are impressed and feel really

special.

Another important point to consider within the campus-community relationship is that by

having the venue off campus it does allow for more interaction between the attendees and

the community as travelling to the venue through the city is required as well as the

additional events engage a variety of audiences. It also allows for the University to engage

the city and the community the events that are run. McGrirr et al (2003) found that there

was a habitual, unsaid ‘invisible wall’ that students couldn’t cross to integrate within the city

and community. As Young noted the ‘Ivory tower or a wall between the University and

community’ this supports the observation made by Keener (1999) who noted that many

educational institutions detach themselves from the community. However the interviewees

then went on to say that those walls are being broken down through engagement with

students and community. This also helps the graduates to appreciate the graduations

being in the city and there being a sort of link between the two.

Page �36

6.5 - Combined Objective 4)To identify the impact of the Plymouth University

Graduation ceremonies on stakeholders within Plymouth. & 5)To identify the importance of stakeholders within mega events

It can be seen in the findings that there were a variety of stakeholders suggested by the

interviewees. These varied depending on those being interviewed and their experiences

with the University and supported the theory of Freemans (1984) who identified that they

can be anyone who is effected or can affect the event. Some interviewees only saw the

University (TIC) as a stockholder where as some thought further out in the community

(Treasury).

It can be seen that the University is developing relationships with the community making

significant efforts to engage through events such as the additional marquee events during

September as well as Respect Festival, Lord Mayors Day Parade amongst others.

(QUOTE). This is backed by the Kellogg Commission (1999) and Bringle & Hatcher (2002)

who also state that accessibility and campus openness can help to engage with the

community. By welcoming the public onto campus through these events, the public may

feel less threaten by having the event in ‘their’ space, which is also backed by Bruning,

McGrew & Coopers (2006) suggestion that the community have a better attitude towards

the organisation if they are able to enter campus. Mayfields (2001) theory discussed that

campus-community relationships are better when they offer their resources to the

community. This was mentioned by the interviewees Dan & Colley who suggested that

events like such ‘SciTech Showcase’ opened the venue and University to the public and

schools and offered knowledge transfer to its audiences. Also this backs Fredline &

Faulkners (2002) theory that community approval will help the success of an event and

therefore the engagement through schools and charities develops their confidence in the

University.

Another point to consider, though it did cause variance between the interviewee answers,

is the communication of the University done prior to the event by sending letters to the

residents to inform them when building and the events would take place (Facy). However

other interviewees, especially local businesses found that there were not being told about

things.

Page �37

Also to consider is that the University is still quite new in being recognised as a university

establishment and not just as a polytechnic and with the city being primarily 'blue

collar' (Young) so some may still being adjusting to the University reputation which would

explain the previously discussed barriers .This links quite closely to the literature by

Freeman (1984) and Puncheva (2007) who discussed a number of stakeholder theories

that agreed that the key elements of stakeholder relationships depended firstly on the

reputation of an organisation. This was brought up by some interviewees who discussed

the fact that the university is now being recognised now as a successful university

worldwide receiving a number of accolades (CityBus & Young). There is now the necessity

for the University and even responsibility of the community, to represent themselves in the

best light to visitors and also offer value for money to potential students to encourage them

to study and stay in Plymouth.

Page �38

7 - Conclusion

7.1 - Key Themes and Findings

From the literature collected and research undertaken, it can be seen that the objectives

set before the project were met. The purpose of this report was to investigate the impacts

of the graduation events upon the participants, the city and the community. Through the

completion and analysis of the interviews, it can be seen that there is significant support

from the local businesses towards the University and the events that take place on the

Hoe. It can be seen that the main themes brought up from the research are those based

around objectives 2 , which looks at the impacts and relationship upon the city and the

community, and 4 and 5 which addresses at the stakeholders for this type of event. These

findings fully agree with the main conceptual theories discussed in the literature review

from Freeman (1984), The Kellogg Commission (1999) and Bringle & Hatcher (2002)

where reputation, communication & exchange of resources were crucial in developing a

relationship between campus-communities.

Despite much of the literature being based on general business stakeholder theory, the

findings add to the existing theory by making it possible to apply it to the events industry

with specific consideration for University Graduations . There must be the consideration

that events have significant power upon their communities, by using the example from

Americas Cup Report (2012) which identifies the direct, indirect and ripple impacts. Table 4

is a chart made from the findings to break down the stakeholders and identify and explain

the impact that may effect them and how they may affect the event. This has evaluated

those who should be seen as stakeholders

From this a model is able to be created to all for events organisers and stakeholders to

identify individuals or groups who should be considered when assessing the impacts of

event. The model can be use to apply for mega or hall mark events and can assist with

developing the relationships that will ensure the event is successful. This can also allow for

stakeholders to guarantee that they should be involved in certain elements of the planning,

execution and evaluation of the event.

Page �39

7.2 - Recommendations

Though only early recommendations can be made from the findings of the current

research, a suggestion would be that the University could make a public statement with

the dates and some public events that are taking place. This would allow the public to

adjust to the information and not feel to ‘sprung upon’ when the building of the site takes

place.

The key findings showed that there is an overall positive relationship between the

University and the community though more could be done to further ensure that the

relationship is improved and secured. This could include working with the Tourist

Information Centre to better develop communication to local businesses and organisations

whom may be effected such as hotels and restaurants. This would also allow for

development in marketing the city or making potential visitors aware what is happening in

the city during their visits.

7.3 - Limitations and Further Research

Due to the scale of the event, the variety of stakeholders found and without a recent

economic study of the Graduations, it is difficult to gain a full view of the impacts of the

events. Further research would allow for the framework developed in this research to

improved upon by comparing different universities.

Further research could be to do the study over a number of years addressing all elements

considered within impacts studies and also to gain knowledge directly from the guests and

the local community themselves which could be done through surveys or further

interviews. This would also allow for the development of trends that occur in events to be

considered and the research not to be based on just one year.

Page �40

Table and figures

Table 1. - Table of Sample

Table of expected and desired interviewees.

Stakeholders Name Organisation Job / Title Research purpose

Internal

Dan Thompson

Kaos Production Site, venue manager

Understanding and purpose of Graduations and intentions of the events and communications between University and community Rich

AveryPlymouth University Graduation

Organiser

Susie Stillwell

Plymouth University Events Manager

Tracy Wilson

Plymouth University Marketing & Press officer

Recent Graduate To understand appreciation of graduations for graduate and what their guests did in terms of city activities.

Future Graduate

External

Public Services – Police To identify if there is an increase in public incidents.

Hotel association – Conference Plymouth

To understand the facilities used by the guest of Graduations within the city during the two weeks of events. Chamber of Commerce

-

Plymouth Council –

Head of Transport

Barbican Association

Visit Pymouth

Press – Herald, Western Morning News

To gain insight into the perceptions of public opinions and comments on the event.

Residents association To understand the residence groups concern with the event and venue in a community location

Page �41

Table 2. - Table of Completed Interviews

Completed interviews with their purpose for research

Stakeholder

Name Assigned name in report

Organisation Job / Title Research purpose

Internal

Dan Thompson

Dan Kaos Production Site, venue and events manager. Holds permits for the site and key contact with public

Understanding and purpose of Graduations and intentions of the events and communications between University and community

Rich Avery

Rich Plymouth University Graduation Organiser

Lisa Phillips

Lisa Plymouth University Head of Stakeholder Engagement

Colly Colly Kaos Production Site Manager Interacts the most with the public and users of the Hoe

External

Peter Olivier

CityBus City Bus Commercial Manager for City Bus

To understand the facilities used by the guest of Graduations within the city during the two weeks of events.

David Young

Young Una Group Local Business owner, user of marquee and involved in Americas Cup

Amanda CoC Chamber of Commerce -

Works in Chamber of Commerce Events & Marketing

Claire TIC Tourist Information Centre

Manager of TIC

Ben Sherman

Treasury Treasury Bar and Restaurant

Owner of the Treasury and previous caterer for venue

Tom Scott

Scott Member of community

Hoe Resident and student

To understand the opinions of younger residents who use site.

Andrew Facy

Facy Member of community

Hoe Resident and user To understand the opinions of residents who do not use the site

Page �42

Table 3 - Results Chart

Objective Theme organisers external additional

-To identify the impact of the Plymouth University Graduation ceremonies on stakeholders within Plymouth. -To identify the importance of stakeholders within mega events

stakeholders - define

- uni - vc office, dean of students, student reps, ( Dan ) - Students, academics ALSO City Council, suppliers, city centre & Hospitality ( Rich ) - Uni but Council can use as

platform ( Colly) - city centre shops (Lisa)

- Uni has ownership (CoC) but cross sector -Council, traders (Young)

- users of Hoe (TIC) - suppliers, staff, hoteliers. not

council (Treas)

relationship

- v good, some politics but being largest employer in SW, has some impact. (Dan) - Good with suppliers, trust them

(Rich) most local - largely positive though some

Hoe residents accuse us of ‘taking over the Hoe’ (Lisa

-potenetital to be see as irrelevant (Young) -not big issues, more with those it effects (TIC)

venue choice

-matter of necessity to create a venue and use site. numbers were able to increase significantly (Rich) -Now high quality, ‘slick team’. Uni runs site so controls all. (Dan) -Not all staff are on site. Logistical can be difficult. (Rich) -Nice that Hoe is being used. logistics difficult with set up(Colly) -no other similar venues in Plymouth. (Dan)

-beneficial to bring people into city, forces them to move more -Other venues will not be suitable. -others can use it (Young) - Stops Hoe being glorified carkpark (Citybus -very impressive (Scott) - better than campus, open days

are logistically difficult for city (Citybus)

- does it matter? event in itself is special (Treas)

-To assess the intended impact of the organisers of the Plymouth University Graduation ceremonies

impacts on city

- INTENTION is to increase customer spend, attention & more high profile events (lisa)

- 22,000+ people, overnight stay & eating - huge income to city. (DAN)

- piggybacking events promote the city on a global scale - Americas Cup ( Rich)

- raises profile. competition (Colly)

- uni has responsibility to promote local business (Rich)

-Highly increased numbers to city Extended season, hotels busier’ - (TIC) (Young) - showcase for city & uni. Uni now

has pulling power for big names in Hon Docs (Young)

- can disturbing to residents (Facy)(Scott)

- Showcase. Add value to local businesses (Scott) (Facy)

- proud. Showcase . ripple effect in city (Treas)

- additional events Positive for stakeholders and engaging the University’s stakeholders (Students, associated companies etc)

-To analyse the actual impact of the Plymouth University Graduation ceremonies on the city

promoting the city - to

students/parents - to visitors

- some students don’t know of Hoe. freshers welcome parties - awareness, something extra as fees increase. ( Dan) - best place to have it. View (Rich) - 1.5 Million photos. global scale

(Colly) - share in celebrations (Lisa)

- Most graduations are closed - use of venue chance B2B (Young) - Shows off plymouth (Scott) - great events TIC) - Scenic location (Treas) - unique event (Facy) - Shows Uni is forward thinking, &

has large budget to spend on such a high profile location and event provision (CoC)

- Increased visitors, positive publicity for Plymouth University, positive perception of the city. (CoC)

measures?

-economic research done for Americas Cup. but nothing recently. (Lisa) - Serio for Americas Cup. Poss

15- 20% increase in business. (Rich

- poss £2 mill spend in 2 weeks (Dan

-Increased footfall (TScott) -difficult to measure directly,weather, other events can effect numbers in city (Citybus) -economic study would need to be done by Destination Plymouth or PCC (CoC)

difficult to measure independently through locals. Would need to be identified from the guests and their spending as the city is already busy and would not be able to identify specific users.

Objective Theme

Page �43

This table identifies key phrases or quotes discussed in the interviews. Those with direct quotes are followed by a (NAME INSERTED). The table is sectioned in columns by first the objective set, then broken down into the question theme and sub category followed by the split between organisers or external organisations and finally any additional comments or notes to add to each

repeat business?

unknown for certain but yes from freshers who attend barbican more. - better global events to

piggyback (Lisa) - yes some but difficult to monitor

(Dan)

-- families do come back (Young) -some but many grads leaving (Treas) -Hoe is always filled with students (Facy) -Return visits, spend within the local economy and positive word of mouth for the university. (CoC)

relationship between uni and public -

-relatively good. some people get annoyed with the use of Hoe but site staff communicate with public well. some politics (Dan) - mainly positive, local businesses

good - Probably notices but wouldn’t do

if it was in Pavilions (Dan)

don’t always know what is happening. - breaks down barriers. poss for ivory tower. many think whats in for me? (Young) -Other events as well such as Respect, boat show etc increase campus/community partnership (citybus) -marquee is not directly seen as uni event. better branding? (Facy) -doesn’t always engage with the wider community. (CoC)

potential for ivory tower/ barriers to public

-To assess the impact of the Plymouth University Graduation ceremonies on participants

Does uni - staff and students appreciate venue/city? chance to get out.

- yes. Students do observe the venue. great feedback (Dan) (Lisa)

-Chance to interact with others & work off campus. - Chance to celebrate with city (Rich) (Lisa) -staff love event and site (Lisa)

- Chance to engage both ways (Young)

- Great chance to integrate with community(Scott)

-many students don’t go to use additional facilities (Treas) -Uni is important part of the city both as an educational institution & as a cultural & economic contributor. (CoC) -Graduations are a positive way of reinforcing University successes but dont always show case the full extent of a University’s offer. (CoC)

-beasutiful setting (Lisa)

Does city feel more part of university

- Through some of the events yes, as public can attends.

- Marquee is spotlight (Rich) - chance to celebrate with

students who have been here for 3/4 years(Lisa)

-yes if they want (Scott) -uni is in city centre, increased interaction though not at night (Citybus) -No, Uni can be very independent (CoC)

Community engagement

- try to use venue in week before for charity/ local groups events.

- need to engage more (Lisa) - SciTech is great event (Lisa)

-Need to communicate more with students (DYoung) -not great deal of knowledge in city: locals & students( TSCott) -Aren’t told dates etc which can be difficult. nightmare (TIC) (Treas) -some business are involved in events (Treas)

should they be involved?

-not necceasrly, it is a graduation (Dan ) - Would love to (Rich) - Would be great to have them

come to ceremony

would be nice for other events as the venue isn’t alway in use. - It is a graduation- first call is for graduates ( CityBus) (Young) (TIC) - yes as students are massive

presence in city ( Scott) - those not related do not

understand (TIC) - marquee is underused (FAcy) - Not at all, it is seen as a University

event. (CoC)

NEED TO DEFINE BOUNDARIES - what is the purpose of the event and who is it for. (Citybus) (DYoung)

additional comments

-Difficult to expand. No need: see definition.(Da) - marquee is top 10 temp

structure. Pioneer event (Colly) - could def be replicated

elsewhere (Dan) (Lisa) BUT would need same site (Colly)

-Could be used as city festival? a general city steering group to look at city concerns? (Young) -No better way to end uni (Scott) - may change if budgets change

(Treas) - Predict that the ceremony will

move back to being held at the University rather than at its current site.

organisers external additionalObjective Theme

Page �44

Table 4 - Stakeholder Table - Data Development

Stakeholders Individual & Organisation Impact Examples of Impact.

University Overall Unvieristy Direct opporutnity to promote organsiation to staff, city and further afield

Key Offices -VC, Dean of Students

Direct

Ripple

Opporunity to promote to skills,, knowledge and resources. Chance to develop contacts with business, political and social leaders in city, nationally and internationally

Students - current & freshers Direct Chance to engage with community and feel more a part of the city

Faculty Offices & Staff- lecturers, support staff

Direct Chance to engage with students who they will wok with and have worked with

Graduates -attendees- friends and family

Direct Chance to celebrate their university life with the support staff, academics family and city

City Council & Trade Bodies City Council - Events & Marketing Office

Indirect

Ripple

Benefit from the spending in the city by guest.Repeat visits and personal promotion from guest will boost local economy

Destination Plymouth Indirect & RIpple Increase in visitors to area which could lead to repeat visitor

Chamber of Commerce Indirect increase to local spending

Event Site Event staff Direct & Indirect Employment & employability opportunities increase through reputioan

Event Suppliers Direct & Indirect current business and due to length of contracts, ensured business.

Hospitality Sector Restaurants Indirect

Rippple

Guests eating out

Repeat visits and recommendations

Hotels Indirect

RIpple

Visitors staying overnight

Repeat visits and recommendations

Stakeholders

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Stakeholder and Event Relationship Chart. Through the research of this project, the development of stakeholder and relationship considerations that should be addressed within the planning stages, running and evaluation of university events. There is also the identification as to whether the impacts are direct, indirect or ripple through the comments and evaluation done from the research.

City Facilities Local attractions Indirect

Ripple

Use by visitors & current students

Repeat visits and recommendations

City centre shops Indirect

Ripple

Use by visitors & current students

Repeat visits and recommendations

Transport Trains & Buses Indirect

Ripple

Use services

repeat use by visitors and students

Community Residents of Hoe Direct

Ripple

Disturbance to residents area.

Frequently disturbed and increase visitors to Hoe throughout year

Users of Hoe Direct

Ripple

Site results in limited access to Hoe

Increased visitors to Hoe throughout year

Members of City and Wider Area

Ripple Through increased visitor numbers and spending there is an increase in investment and development to the University and City

Individual & Organisation Impact Examples of Impact. Stakeholders

Page �46

Table 5 - Fleming Framework

Framework developed from the research of this project. Used to indignity the stakeholders and required relationships in mega or hallmark events.

Page �47

Appendices 1 - Sample of Questions - Internal

1) What is your involvement is Plymouth University Graduations? 2) How long have you been involved in the event? 3) How often were you on site during the running of the events? 4) Who would you consider to be stakeholders for the Graduations? Both internally within

the University and externally within the cit? 5) What were your experiences with working with organisations around the city for a

University based event? (any preconceived ideas or attitudes?) 6) From your perspective, what are the intended impacts of Graduations upon the city? 7) How do you think it actually does impact on the city?

a. Have there been any measures? (studies, proven numbers etc?) 8) What in your opinion are the consequences in bringing the students, staff etc off

campus? Do they feel more a part of the city? a. Vice versa? Does the city feel more involved with the University?

9) From your perspective what are the inter ended impacts upon the participants? (students, guests, staff, hon docs giving them that chance to see the city, opportunity to engage)

10) Do you think it allows some staff such as administrators, faculty assistance etc to engage with students they may not normally interact with? a. and vice versa? students chance to engage with staff?

11) What are the views of the visitors who use the venue? Do you receive feedback? a. Do they appreciate the location? b. Do they understand the impacts of having it off campus?

12) What are the impacts of having the week prior of events and freshers party on site? a. Does it promote the University well to freshers and external stakeholders using the

venue? 13) What do you think is the relationship between the University and the stakeholders? It is

positive negative? 14) How well do you think he event(all the events on site) promotes the best of the city to

outsiders? 15) What are your thoughts on having graduation ceremonies within the city and not

exclusively on campus? 16) How do you think the event could be improved? 17) How much do you think the community are involved in the event? 18) Have there been any observations from having such a large essentially private event in a

public area? 19) How does the running of the event impact upon the University itself?

a. Is it difficult as they are separate sites b. How do University staff find the event? Positive negative feedback?

20) Do you think the community could and should be involved further in the event? How? 21) Where do you see this event going in the future?

a. Any intended impacts planned for the future? 22) Any additional thoughts?

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2 - Sample of Questions - External

1) If any, what is your involvement in Graduation events? a. (If yes) How long have you been involved?

2) Were you consulted at any meetings or correspondence prior to the event? 3) How have you found working with the University for such a large event? 4) Have you attended many of the individual events that were run on site?

a. Did you attend any graduations? Thoughts? b. Did you attend any of the prior week of events? Thoughts?

5) Who would you consider to key stakeholders within the city for this events? 6) Who do you see as being responsible in promoting the event within the city? 7) What sort of image do you think that the University portrays to the city by running these

events? 8) From your organisations perspective, what are the intended impacts of Graduations

upon the city? a. How do you think it actually does it impact on the city?

9) How does your organisation see the University as part of the community and city in terms of bringing the students, staff etc off campus? a. Vice versa? Does the city feel more a part of the university?

10) From your organisations perspective what are the potential intended impacts upon participants (students, guests, staff, hon docs offering a chance to see city)? a. How do you think it actually impacts on participants (students, guests, staff, hon

docs)? Different? Why? 11) How do they impact upon your organisation and the city? (use of restaurants, sites and

entertainment opportunities etc) a. How would your organisation measure the impacts?

12) Has your organisation noticed any changes during the time of year that the event is on? 13) Do you think that the Graduations show the best of the University to guests and the

city? 14) What are the impacts of having the week prior of events and freshers party on site? Has

there been an encouraged use of the city facilities? 15) What do you think is the relationship between the Graduation events and the

stakeholders? Is it positive/negative? a. How could it be improved?

16) How much do you think the community are involved in the event? 17) Do you think that the community should be further involved in the event? 18) Where do you see this event going in the future? 19) Any addition comments?

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3 - Letter to Potential Interviewees

To Whom it May Concern

My name is Hannah Fleming and I am a final year students studying Events Management at Plymouth University.

I have received your contact details from the team who organise Plymouth University Graduation.

I am emailing to ask if it would be at all possible to interview you as part of my Honours Project? I am researching into the impacts of Plymouth University Graduations upon the city and its community through addressing stakeholder relationships and would like to find out your organisations opinions on the impacts of the event on the city.

I would need to ask you a number of questions that will take a maximum of 45 minutes to complete. I would be available to come to your place of work or to conduct a telephone interview at a time that is convenient for you.

If you could email me on hannah.fleming@students.plymouth.ac.uk to confirm your availability.

I look forward to hearing from you soon.

Kindest Regards

Hannah Fleming

4 - Transcript of Interview with Internal Page �50

Interviewer: What is your involvement in Plymouth University Graduation? Dan: I am the production and site manager for the event.

Interviewer: How long have you been involved in the event? Dan: We have just taken the contract again to this is our seventh year so we have done six years previous.

Interviewer: How often are you on site during the running of the events? Dan: average is probably, probably about 14 hours a day. But it can fluctuate to 18 hours a day quite easily.

Interviewer: And that’s every day? Dan: yeh, I mean I do try and have A day off between it all and you try to do a couple days but the nature and size of that site because its so public, it is difficult.

Interviewer: Who do you consider to be stakeholder for the Graduations? Both internally within the University and externally within the city? Dan: umm well I guess its external relations within the University but its also the Chancellor, the Vice-Chancellor office, though I am not sure what title they come under. But I guess to a degree its the, you know, student representative now, we have the students events up there so the new Dean of Students is probably quite a big stakeholder in it now. And then through SciTech and stuff like that, so actually the majority of the University are really. And obviously everyone at the University has someone has somebody who is going through to graduate so….

Interviewer: So who would you say externally within the city? Dan: I guess its the city itself because obviously as there are great benefits to have such a large prestigious event in the city. And obviously partly the way its timed because people have left so everybody comes back to the city so thats a large influx for a week, 10 days.

Interviewer: So seasonal? Dan: yeh well totally and that kind of event people spend.

Interviewer: What were your experiences with working with organisations around the city for a University based event? Dan: Umm…. I mean very good really I guess, they know the nature of your client and my client is the university so they are a big employer in the town. I get a lot more messing about on other events I guess. But as with big players, there is a lot of politics involved so.

Interviewer: From your persecutive , what are the intended impacts of Graduations upon the city? So actually having them? Dan: Well I don’t actually know if there is an intended impact, I mean the impacts are obviously bringing 22,000 people to attend, the majority of them are going to stay here at least one night, they are going to dine at least twice, they will probably go shopping so the economic impact is huge now on a basic, some people will spend £30-40, I would say most people would spend a minimum of £50 a day and they have already bought their ticket so are nearing £100 and then if people are staying a night, your looking at a minimum of £60 a night for a bed, coming up to £100 in season. So even if you worked on £100 per head coming to that event,your looking at £2.2million in economic impact in the city and it probably is actually a lot higher than that as we know that every restaurant is busy, you know there is a big knock on effect.

Interviewer: Ok well you actually kind of answered question seven in that. (7a) Have there actually been any studies to measure it?

Dan: I think this year we will get Serio economic impact study done. There was an impact studies done around Americas Cup but it was very hard to pull from that as there were so many things going on. But actually Serio is part of the University so I have said that we really should be pulling those figures.

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Interviewer: what in your opinion are the consequences in bringing the students, staff and other members of University off campus? Do they feel a part of the city? Dan: I think its, you know, for the nature of this event is special occasion s its a very special venue so I think it puts people on a high really. Its very very good in that sense. And I imagine if your graduation took place on campus where you've spent that past 3 years it wouldn’t have the same impact or if you went into the Pavilions. so you know there is one thing, the actual stature of the venue is quite grand even though it is marquees. And obviously the vista is very grand.

Interviewer: and Vice versa? Does the city feel more involved within the university by them having such a special event? Dan: Well I don’t know about more involved but I think the city notices it and I don’t think the city probably would notice it if it was in the Pavilions. Now some people would say is that for better or not but I think it is good thing, this city needs to understand that the University are a main player in the city now so in that kind of sense, they do.

Interviewer: so when you say notices it, do you mean just graduation or the whole university? Dan: Well by noticing the graduations, you’ll notice, it brings to light the university.

Interviewer: From your perspective what are the intended impacts upon participants? or attendees such as staff,guest or honorary doctorates? Do you think if offers them the chance to see the city, or an opportunity to engage with the city? Dan: well I think, again, its a payoff at the end of their handwork at university or a detox. And as a payoff, its a great venue for it, its very special. I think most people get there and go ‘wow’ actually we get a massive amount of feedback from people saying how wonderful it is up there.

Interviewer: How do you think it actually does impact on participants? Dan: well I don’t know about impact but obviously visually it does, its something special, its a very special day so they have had a lovely day. And you know, I get the feedback,I’m sure most people know people going to other universities so they will realise how good their graduation is in Plymouth cos I have heard some horrendous stories of graduation across the country so in that sense it is something to feel proud of. But at the end of the day they have finished so its a nice farewell I guess.

Interviewer: Do you think it allows some staff such as administrators, faculty assistances to engage with students they may not normally interact with? Do many help out? Dan: I guess they do, they are a little bit more one to one up there and the nature of it every bodies very keen, even the academics, I see them relating to the students and stuff so I guess to a degree but I don’t really know their interaction on campus so its quite difficult for me.

Interviewer: But you see them doing it on site? Dan: yeh,

Interviewer: What are the views of the visitors who use the venue? Do you receive feedback, though you’ve already said that. Do they appreciate the location? Do they understand the difference of having it off campus. Dan: I would question if anybody understands the difference of having it off campus. People don’t think about things like that, do they? They just go to wherever it is. But we definitely get a massive amount of impact, you know, we get ‘ wow, wonderful & spectacular’ and I think its a very slick operation up there, we fine tune that, although I have to say even from the early days it was a slick operation and I am very conscious of that, we get a lot of feedback from the other professionals who work at other graduations who say how well run it is, so its very smooth for everybody.

Interviewer: What are the impacts of having the week prior of events and the freshers party on site? Does it promote the University well to the freshers and the other stakeholders who are using the venue? Dan: Well I think external stakeholders who are using the venue yes, they are usually grateful and thankful to be in there, cos Plymouth isn’t awash with wonderful venues, we’ve got basic hotels really which is great if you’re doing an event, its a wonderful space to be on. Sorry jump back to that again?

Page �52

Interviewer: Do the week prior of events and freshers party…? Dan: yeh well the freshers party I think does them quite good, cos I have been amazed in the past at how many young students I had met on their third year who had never been on the Hoe. So you know, or don’t walk around and explore the city so if in their first couple weeks of being down here, they get up there and that triggers them to have a wander around, thats got to be good for the city in its own right cos what that does do is get them away from the enclave of North Hill.

Interviewer: What do you think is the relationship between the University and the stakeholders? Is it positive, negative? So looking at them organising the events? Dan: yeh well so this is mostly university stakeholders isn't it? so your talking about the student union, the student representatives and stuff. Yeh i think its very good, one thing I think it highlights to all of them is how much hard work is an event which I get the feeling is what a lot of them didn’t realise and what hours are involved, I’m really noticing that now on campus with their events team.

Interviewer: How well do you think the gradations and all the events on site promotes the city? Dan: umm well thats a interesting one really, I don’t actually know if, well it promotes the city to the attendees cos obviously they are going to a rather grand event, it looks very posh, however i don’t think it would necessarily bring, the people it brings are obviously ticketed and have a relationship to the university but I don’t think it would bring people in. Its not marketed to bring people in, generally shall we say. Obviously it has the potential to do that.

Interviewer: And what are you thoughts on having the gradations in the city and not exclusively on campus? Dan: Again, I think we’ve already asked that before, I think its probably great, it gets bodies out and about moving around. I also kind of get the feeling that it would be pandemonium if you tried to put that on campus. Theres just not enough space, so its still very close, its walkable, it a 5 minute walk really, so its very beneficial, I mean there a couple other sites around the city that could possibly be used but that is without a doubt the place.

Interviewer: And do you think this style of event could be replicated in other locations. such as other universities. do you think that would work? Would you recommend it? Dan: Well its a questions that has been had. yes it would work, its an event and slick events work wherever they are, the big scenarios with any of those kinds of event, is getting the people to put the money up for that kind of even,t they aren’t cheap events to run. But they’re not cheap events when they are being run in the Pavilions or anywhere so all those kinds of event are expensive events. I know a couple of Universities who have done them across split sites so it slight depends on what they are getting that is cheaper place. but yeh its certainly something that could be replicated.

Interviewer: Have there been any lessons learnt from having such a large essentially private event in a large public area. Dan: Communication is obviously very key and I think we’ve done very well on that but yes you can get people who are slightly irate co they have got to walk an extra 10 feet to get somewhere but vernally we keep people fairly happy, though funnily enough I did see the man with the rotwieler the other day glaring at me, walking his dogs on the Hoe. But the nature of any big event generally will get one or two people who, no matter what you do, will not be happy but the majority of people up there with good communication, signage, letters that go out there from the university, we don’t really get a lot of problems, we were told we would get a lot of problems originally by the council but they were quite surprised at how little, but a lot of that is down to site crew and everyone communicating when they are asked questions.

interviewer: Do you think that the community should be further involved in the event? Dan: I don’t know about involved but I think they should have the opportunity to go to events, yes.I think you have to go very careful when you start getting the public involved as it can be an absolute nightmare to be honest. However doing events that the public get into….

Interviewer: So using it for the venue? Dan: Well using it for something like SciTech, you know.

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Interviewer: How does the running of the event impact upon the University itself? Is it difficult as they are separate sites? Dan: I think certain staff are certainly pushed as the logistics of moving everything backwards and forwards. So there internal guys that move everything about have a busy week, but after a number of years we’ve adapted and tried to help them as much as possible and it is quite nice for them to get away from campus I imagine for a week or two.

Interviewer: Do you get feedback any from the staff? Such as internal moving staff? Dan: yeh I think in generally everyone enjoys it. I think, its amazing how many miles you tread, as you well know, so I think a lot of people do exhaust them a little bit but thats probably also with a big dose of fresh sea air. But generally I think everyone really enjoys being up there. but also that fact that you can look out the window and you've such an amazing vistas really takes away a lot of stress.

Interviewer: Where do you see this event going in the future? Could it develop further? Dan: well there are limitations, you know there were discussions, at the end of the day graduations need to under what it is, if it tries to, we noticed it before when people tried to put in for tender and people were trying to rearrange the songbook, rewrite the rule book, but there is no need. Graduation is the art of going across the stage, picking up, shaking hands and doing your bit. At the moment I don’t think there is any real call to radically change that. And that determines what else goes on.

Interviewer: So are there any intended plans, impact for the future? Whether to engage other people, community groups within the city? Dan: Well I think one of the natures of it, I think there is something booked in, you know because the size of the venue, you know, as with Americas Cup, when big things come to town, at that time of year, it will be used. They be wanting to get involved in the marquees. But I couldn’t tell what they are at the moment, I couldn’t tell you off hand.

Interviewer: Well thank you so much for doing that. Any further comments? Dan: No not really.

Interviewer: Thank you

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5 - Transcript of Interview with External

Interviewer: If any, what is your involvement in Graduation events? TIC : I’m not involved directly but we get, before families arrive, they come to us to book accommodation and then once they are here and they haven’t got accommodation they come to us to find out about vacancies and that sort of thing. So it is mainly in that respect, its accommodation

Interviewer: Have you been involved from the beginning? TIC: Yes we have always dealt with it. As we offer a free booking service which they take advantage of, its all the hotels phone us with cancellation so we have all that to hand.

Interviewer: Were you consulted at any meetings or correspondence prior to the event? TIC: No

Interviewer: How have you found the impacts of working with the University for such a large event? TIC: For us its an absolute nightmare because the city, its wonderful as its at complete capacity for accommodation but because of the time of year it falls, you've got the graduations but you also have the freshers arriving with their parents. So its very badly timed in that respect as they can’t, they literally can’t find rooms, we have to send people to places like Launceston, Tavistock. There is nothing in Plymouth and nothing between Plymouth and Exeter because they have their freshers arriving at the same time so it all just crashes in at one point. It is fantastic for business locally but…

Interviewer: But logistically? TIC: But logistically its a nightmare. But also because people don’t- its the freshers parents that the problem, the graduation parents all book because they know their coming and they want be here and be ready for the event but with the freshers, they have got not comprehension, they don’t realise that there is a graduation going on, they aren’t told that, they aren’t told to book accommodation before they arrive so you can imagine they just turn up with car full of stuff and want to see them settle in. Yeh so that can be a bit of a logistical nightmare.

Interviewer: Have you attended many of the individual events that were run on site? TIC : Not for the graduation, I was for the Tourism conference which was held in one of the marquees so attended functions within the marquee and seen the layout and things.

Interviewer: Ok so not Graduation? TIC : No

Interviewer: But other events? TIC: Yes.

Interviewer: And how did you find it, if you don’t mind me asking? TIC : Yes it was very well organised and very smart, yep…..The only thing I could comment on was the noise from the other marquees. There was an event, we were in the tourism conference and there was music or something from the other one. That was the only thing that I could say, I mean it didn’t really effect us but if you have more than one event going on. But no it was very well organised.

Interviewer: So when looking at the entire events over the whole weeks, who would you consider to key stakeholders within the city for this events? TIC: It impacts upon everyone to be honest, people that use the Hoe regular, dog walkers and people like that, would be only people who would see it in a negative way as the space is taken up. But apart from that everyone benefits, the restaurants , the shops. The key stakeholders, I suppose would be the University, the council and then the people like dan the caterers and thing. and obviously all the hoteliers are benefiting.

Interviewer: Who do you see as being responsible for influencing and promoting the event within the city? TIC: I mean I never see anything about it other than what the University - you don’t know its happening unless you look it up, if you see what I mean? I don’t think it is promoted that well. Hoteliers phone us to ask

Page �55

when the Graduations are gonna be each year. So I don’t think, other than it appearing, I don’t think it is understood, people come in and say ‘oh whats going on up at the Hoe?’. It’s not promoted as an event for everybody to know about, its quite an insular thing.

Interviewer: What sort of image do you think that the University portrays to the city by running these events? TIC: it looks fantastic, but i think it- people see because of the security and things, people see it as a closed shop, and I think perhaps local people who don’t understand whats happening feel very much like outsiders. I’ve not thought about that before but I think, you know, from feedback we get from them, I think that is something that they could perhaps, I don’t know how you could do anything, but work with the locals, certainly local people that live up on the Hoe, you do get some negative feedback from them. It is a long term sort of invasion of their back garden, I suppose. It would be nice if they could, I don’t know, include the wider public I suppose, if that makes sense?

Interviewer: From your organisations perspective, what are the intended impacts of Graduations upon the city? Why would you think they happen? TIC: Its a showcase for the University obviously, It looks fantastic. And I also think its good because, all the families that come with the students, obviously have come over the years, it a good link with the city so many people come back again so its a really good lead in for future visits. Interviewer: Well thats actually answered the next questions, so it does actually impact on the city? Interviewee: absolutely, we get loads of people come in, every day we have people come in say ‘ I came here to University’ and they have come back and its really good for that, yeh definitely

Interviewer: How does your organisation see the University as part of the community and city in terms of bringing the students, staff etc off site? TIC: oh I don’t know, I think thats the only thing that I’ve ever been to - I have attended to lots of events, like I think they do some really good things like the Dinosaur day, they do some fantastic events up there and whats Dans other event? Respect Festival! I mean its fantastic what they use the campus for and I thnk because its in the city centre there isn’t the need, that perhaps other universities have of bringing it into the public domain as it is such a central part of the city. But whatever they do is always very professional and well attended.

Interviewer: Do you think it helps by having the graduations not on campus, do you think it helps the University to feel more of a part of the city and the city more a part of the University. TIC: yeh probably, once upon a time when it was at the Guild Hall and Pavilions, you’d see people in their gowns and you’d think ‘ oh its that’ and now you KNOW its happening, you know why all these people are here, why all the families are here, very smart people dressed up, yeh so certainly it does.

Interviewer: From your organisations perspective what are the potential intended impacts upon participants so such students, guests, staff by having it in the city do you think it gives them the chance to see city)? TIC: Yeh definitely, 9 times out of 10 they will have booked a restaurant for afterwards, which always brings the footfall through the Barbican. So in that respect it does. But I think people come specifically for it, I suppose they stay on average a couple of nights so its definitely an opportunity for them to extend the visit.

Interviewer: That answers that next question as well. And how do they impact upon your organisation? TIC: it certainly increases footfall, telephone, email enquirers. We find it incredible frustrating purely because of the lack of accommodation which is good thing but that can also impact upon peoples perceptions for other visitors for the city and its an unusual time of year to have a graduation isn't it? so they have no comprehension that they will arrive in the city and it will be full so it that respect, I suppose its the only detrimental thing, that because its such a busy time you do have to turn people away but apart from that its great, it makes us busy, makes everyone around us busy so you cant complain.

Interviewer:How would your organisation measure the impacts? TIC: We don’t we keep visitor number and finical statistic but not specially for what people re here for so I have got anything to monitor it.

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Interviewer: But you notice over September that there are more? TIC: Definitely

Interviewer: Do you ever communicate with other Tourist Information Centres, maybe not that close to use but a bit further away? TIC: we do, they are all sort of networked, but not in a particularly detailed capacity, do you mean to compare it?

Interviewer: yeh TIC: I haven’t but I can make some enquires into some if you'd like?

Interviewer: that would be amazing, I just wonder if it would impact upon, not the whole of the south west but whether just the city is quite busy or actually if its comparable..? TIC: yeh well as I said, just booking accommodation for people, as its freshers in Exeter as well and things like Falmouth and they do all meet, so I can see what I can find out for you.

Interviewer: thank you and that answers that question , has your organisation noticed any changes during the time of year? TIC: Yes, it has made september our busiest month, I think its busier now, footfall wise its not, but accommodation its busier than August which was always our premium month.

Interviewer: Do you think that the Graduations show the best of the University to guests and the city? TIC: from what I have seen yes, I would say so and I can’t imagine that there is anywhere around that the world that has such a venue, its fantastic, puts you on an international stage I think.

Interviewer: What are the impacts of having the week prior of events and freshers party on site? Has there been an encouraged use of the city facilities? So do you think the week before is still quite busy? TIC: reasonably so I think but not in the same way.

Interviewer: And by having the freshers up there, do they come down this way? Do you know if the Barbican is sort of fuller in the evenings? TIC: I don’t know, I get the impression that it is more focused more around the university in the evening but I don't know. I don’t really know it would be for the local traders association which I am a part of to ask the question to, But I think it must do but Ive not got the feedback

Interviewer: What do you think is the relationship between the Graduation events and the stakeholders? Do you think there are issues? TIC: No I don’t think, it seems to be pretty good. I’m part of the events team so work with people like Ray House and Jamie Yabsley so they are involved in the permissions for the Hoe and things and it all seems to run pretty smoothly. Yeh I’ve never heard of any difficulties and problems.

Interviewer: so just the issue of communication? TIC: I think that is to the wider public, I think to the stakeholders and the people who are directly involved, i think everyone is fully briefed and everyone is organised. its people on the outside looking in that need the communication.

Interviewer: How much do you think the community are involved in the event, if at all? TIC: I think only if they are providing a service, so the accommodation providers, the restaurants, the shops benefit but I don’t think the wider community is. But I don’t think they really don’t understand what is going on up there. Interviewer: Do you think they could or should be further involved in it? interviewee: I don;t know cos I think it is unique event for the student, its got to be special for them, so I don’t think you want to dilute it,I don’t know what you could do, I suppose they could have a concert or something to make use of the space, but I don’t think you should take it away from the unique setting and event for the students. I think just a bit more publicity about what it happening is all that is needed.

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Interviewer: So from your personal or organisational perceptive where do you see it could go in the future? Or should go? Or do you think its great there? TIC: no I think its great up there, definitely, I don’t think we’ve go a big enough venue anywhere else.

Interviewer: Any addition comments? TIC: no I don’t think so. some of it may sound a bit negative but i think its a great event its just logically to get people into the beds.

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