D + 300

JMICMay 15th, 2015

Alltech FEI World Equestrian Games™ 2014 in Normandy

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984 athletes 1243 horses 74 nations 7 sites 28 World Champion titles

574 000 spectators 37% not from France

3 000 volunteers for 3 798+ missions 2/3 women 42% non riders

50% Normans 9% not from France

1 750 media representatives from 52 countries

46 300 hotel nights 125 000 spectators moved in 550 vehicles

103 500 lunches served for accredited personnel

24 227 press articles in France 2014 500M cumulative audience 3 165

hours of diffusion 20 % live

80 000+ mobile application downloads 12M+ page views

205 000 Facebook 12 000+ Twitter 11 500 Instagram

230 000+ Games Village visitors 8 Alltech Music Festival concert nights

160 exhibitors 600 animation horses 6 restaurants 150 000 m2

THE ALLTECH FEI WEG 2014 IN NORMANDY WERE THE BIGGEST EQUESTRIAN EVENT EVER

MUCH MORE THAN THIS, A PRETEXT TO TERRITORIAL DEVELOPMENT

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A political vision for Normandy, the #1 Equestrian Region in the World (not to mention Tourism and Agribusiness)

7 institutions• Investing 38M€ together• Speaking (for the 1st time)

with one voice• Promoting shared values

A sustainable project (economic, social, ecologic)

MEASURING AND COMMUNICATING IMPACTS

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1 - Public money comes with public accountability• Use of investment• Sustainable project ?• Long lasting changes for

the Region and the Equestrian Family ?

2 - Private Partners measure their ROI

3 - Knowledge needs to be shared for future organizers: “attract and do better next time”

“Cours des Comptes” and Fiscal audits !

Short term and long term independent impact studies(1)

• Economic• Social• Ecology

Private Partners questionnaire, debriefings and Media survey

Other shared debriefings• Normandy Tourism Board barometer• Public Final Report• Debriefing document to 2 000

institutional and sport leaders in France

• FEI own impact study (Deloitte) and debriefing (SportConsultancy)

• Press releases, conferences, teaching,…(1) Scope is Normandy; long term is end of 2016

MEASURING AND COMMUNICATING IMPACTS

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1 - Public money comes with public accountability• Use of investment• Sustainable project ?• Long lasting changes for

the Region and the Equestrian Family ?

2 - Private Partners measure their ROI

3 - Knowledge needs to be shared for future organizers: “attract and do better next time”

“Cours des Comptes” and Fiscal audits !

Short term and long term independent impact studies(1)

• Economic• Social• Ecology

Private Partners questionnaire, debriefings and Media survey

Other shared debriefings• Normandy Tourism Board barometer• Public Final Report• Debriefing document to 2000

institutional and sport leaders in France

• FEI own impact study (Deloitte) and debriefing (SportConsultancy)

• Press releases, conferences, teaching,…(1) Scope is Normandy; long term is end of 2016

SHORT TERM RESULTS - METHODOLOGY

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• Work of scientific experts / PhD students of both impact studies and equestrian events (IFCE / INRA / CDES): tests on other small and medium size events prior to WEG

• Multiple sources of data collection and data analysis: analysis of the event budget, field investigations and more than 2300 usable questionnaires

• Accurate estimates of volumetries• Combination of both quantitative and qualitative analysis

In-House Partner satisfaction evaluation study• More than 102 questions to Partners• Independent Media Survey

SHORT TERM RESULTS

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Net Economic Value Added: 102 M€• 1,25 to 1 (Budget)• 2,5 to 1 (Public money)• 3,6 to 1 (Norman public money)

Social utility for locals• Measure of pride, pleasure, media exposition,…• 44,7 M€ “monetization of social utility” (31,2 “usage value” and 13,5 “non usage value”)• Public grade of 7,8 / 10 • Very little negative feedback

Ecological Impact: always a negative• Actions to lower impact• Communication to educate• Compensation

Private Partners• Grade of 4 / 5• 500M viewers (2010 * 3 / 2006 + 33%)• 1/3 “definitely plan to renew”

LONG TERM RESULTS (on-going)

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Phase 2 of Impact study in still on-going• Local networks and actors activated for the Games• Triggered and/or attracted creativity• Retained creativity

Measuring the Impact: “Games Momentum : 15 days – 15 months – 15 years”10 examples of how the Games themselves engage the local

community

1. A 1M€ program to educate the fan to the sport2. Use of local talents in Opening Ceremony3. A place for local companies in the sponsorship strategy4. A sport schedule that allows for 2 days dedicated to territorial projects5. The “village of the Games”, a place to express the local talents (230 000

visitors)6. Local product sourcing for catering7. Drafting of tenders for proposal and local spending 8. Integration of the work horse in the entertainment and transports’ plan9. 50 % of volunteers are local (through local associations)10. 40 % of permanent staff are local

LONG TERM RESULTS (on-going)

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Phase 2 of Impact study in still on-going• Local networks and actors activated for the Games• Triggered and/or attracted creativity• Retained creativity

Measuring the Impact: “Games Momentum : 15 days – 15 months – 15 years”10 examples of how we built the momentum of the games

1. Call to initiative: 300 projects to earn 10000 tickets (cf Normandy Impressionism)

2. 2014: “Back to School” at the Games (working with teachers and local schools)

3. English training for Tourism actors in Normandy4. Business Club5. Normandy Horse Trade Fair and Equine industry Business Tours6. Democratization of horse riding in Clubs7. A 2500 sqm booth to showcase “Normand Excellence” on site8. BtoB “Horse Industry Conference” by Ouest-France9. Photographic, Art exhibitions and Music Festival10. Discovery tours of Normandy

EVEN LONGER TERM RESULTS (on-going)

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Measuring the Impact: “Games Momentum : 15 days – 15 months – 15 years”

15 projects for the legacy of the games

1. Le Pin national stud rehabilitation2. St Lo national stud and breeding center promotion 3. Exhibition center area: Orne Valley and Prairie urban planning4. Consolidation of riding centers’ territorial strategy5. Consolidation of riding competitions in Normandy6. Development program for equestrian tourism7. Marketed program for equestrian tourism8. Hippolia Foundation for research and cooperation9. International development plan for Norman equine industry10. Environmental label: Equures11. Creation of a national resources center: « Cheval énergie »12. Building a program regarding vocational training and guidance in the equine

industry13. Building a Database with local economy data 14. Development of local expertise in non contact payment15. Creation of a business club dedicated to WEG and big Norman events

Q & A

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