TSM3501 Lecture 11: Lecture 11 Notes
8 May 2018
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MODULE 11: USING RESEARCH TO EVALUATE EVENTS
Event Evaluation: the process of critically observing, measuring and monitoring the implementation of an event in
order to assess its outcomes accurately
Key Objectives:
• Did the event meet its objectives?
• What can be improved for the next event?
• Was the event a success?
Why is it used:
• Important part of event process
• Enables creation of event profile
• Measure intangible (community impact)
• Measure tangible aspects (economic impact)
• Provides feedback for event stakeholders
• Tool for evaluation and improvement
• Important lessons learnt from event
experience for next event
Key Questions:
• What information (data) is needed?
• How, when and by whom will the information be collected?
• How will the information be analysed and reviewed?
• What format will the reporting take and by whom?
Pre-Event: Information collected from -
• Entry forms - Gender, age, spending, demography
• Ticketed events - Numbers, postcodes, price, buy behaviour
• Non Ticketed Events - Use public transport, car parks, crowd estimates
• Feedback meetings - Report on progress
During Event:
• Observation of the Event
• Utilise different perspectives
• Provide training, guidelines and benchmarks
• Criteria to utilise - Quality of performance, audience reaction, crowd flow and management, adequacy of
facilities (catering, toilets, changing etc.) - Checklist (1-6 Likert scaling)
• Reports from Key event staff, security, vendors, police, first aid, sponsors, venue Manager/Owner
• Questionnaires and surveys and interviews
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Event evaluation: the process of critically observing, measuring and monitoring the implementation of an event in order to assess its outcomes accurately. Important part of event process: enables creation of event profile, measure intangible (community impact, measure tangible aspects (economic impact, provides feedback for event stakeholders, tool for evaluation and improvement. Important lessons learnt from event experience for next event. Pre-event: information collected from : entry forms - gender, age, spending, demography, ticketed events - numbers, postcodes, price, buy behaviour, non ticketed events - use public transport, car parks, crowd estimates, feedback meetings - report on progress. During event: observation of the event, utilise different perspectives, provide training, guidelines and benchmarks, criteria to utilise - quality of performance, audience reaction, crowd flow and management, adequacy of facilities (catering, toilets, changing etc. ) Checklist (1-6 likert scaling: reports from key event staff, security, vendors, police, first aid, sponsors, venue manager/owner, questionnaires and surveys and interviews.
