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Standardized Economic Impact ProgramPilot Study Update
© 2013 Ipsos. All rights reserved. Contains Ipsos’ Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Our Approach
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Survey of Delegates
Survey of Exhibitors
Convention Centre Data
Offsite Event Costs
Online Direct Spending Calculator
Total Direct Spend
Total ExhibitorSpend
Total Delegate Spend
Total Event ProductionSpend
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What Is The Experience Of The Pilot Centres So
Far …?
The Pilot Centres
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2013 Pilot Convention Centres
Calgary Convention Centre
(Canada) Bournemouth International Centre
(U.K.)
Square Brussels Meeting Centre
(Belgium)
Palacongressi di Rimini
(Italy)
Adelaide Convention Centre
(Australia)
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What We Have Learned From The Pilot Project – Running Smoothly And Better Every Day
To date, the pilot centres say that delegates and exhibitors are often willing to participate in the study.
For each event, the minimum number of interviews is usually met and frequently the maximum target is achieved.
Most pilot centres have only encountered one or two events where the client has declined to participate in the study.
The most successful interviewing process is when the centre is able to support the interviewing with internal staff. This simplifies the process in terms of:
• Interviewer access to the venues and familiarity with venues.
• Availability of interviewers at appropriate event times (e.g. interview at registration from 8:00 to 9:00, then again during coffee break from 10:30 to 10:45, etc.).
• Flexibility to adjust to last minute schedule changes on the part of clients.
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What We Have Learned From The Pilot Project – Small Issues Resolved Through Flexibility
The elements that cause more difficulty tend to relate to the availability and accuracy of the centres’ own internal data.
Examples of the types of data required for the research include estimates of:
• The number of local and non-local delegates and exhibitors for each event.
• The internal spending by the centre to produce the event on behalf of the client, such as A/V, food & beverage, housekeeping, etc.
• The production costs for offsite events.
The program is flexible to work with whatever form of estimates that the centre can provide – i.e. the best information that the centre has.
• For example, for planning purposes, it may be necessary to assume that for each event the % of non-local delegates is ~50%.
• We would set interview targets based on this estimate. Then more accurate figures would be applied after the event occurs once the centre has more specific data (may still be an estimate).
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What We Have Learned From The Pilot Project –The More Information We Have In Advance, The Better
That being said, the outputs of the model can only provide the same level of specificity as a centre is able to provide for its internal data.
• For example, if the centre only gives a total estimate for “labour” for each event, we will not be able to later break it out into “labour”, “hosting”, and “housekeeping” without more detail from the centre.
We plan to place more focus on this upfront as it is easier for centres that plan for the data requirements in advance.
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How Are We Moving The Pilot Ahead For The Better …?
The Pilot Evolves
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If In-Person Interviewing Is Not An Option For Your Centre, The Ipsos Mobile App Is A Solution To Offer Self-Complete Surveys– We Are Partnered With Lumi Mobile
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If Your Convention Centre Wishes To Run Its Own Economic Impact Study – We Have Great News For You!
The initial planning can begin right away! Brussels just launched last week.
Just remember that interview collection runs over a 12-month period to take into account the seasonality of events.
Ideally, you will want to begin basic preparation a couple of months in advance of your first event. This will allow you to confirm your centre’s requirements, resources, and costs.
Ipsos will issue an updated version of the program guide within the next four weeks – minor tweaks and clarifications – the wrinkles are smoothed over, so for those who join now the process is more straightforward.
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How Would My Centre Leverage The Findings …?
The End Result
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Contact Information
© 2013 Ipsos. All rights reserved. Contains Ipsos’ Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Dave PierzchalaSenior Vice President & Managing Director
Phone: 1-778-373-5006Email: [email protected]
