Final Report for Liverpool City Council
Likelihood of Visiting Liverpool Again in the Future (Visitors)
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4.3 Likelihood of Visiting Liverpool Again in the Future (Visitors) This question was of course only relevant to visitors and 89% said it was very likely that they would visit Liverpool again. 
5 SPENDING & IMPACT 5.1 Participation in Other Activities in Liverpool Respondents were asked what else they would be doing on their visit to Liverpool. Eating out and visiting the Albert Dock were the main activities for both residents and visitors. Shopping at Liverpool One, visiting the Maritime Museum and the Museum of Liverpool all featured highly. 24% of both residents and visitors were doing nothing else.
5.2 Expenditure Here we have segmented spend of the respondents by their origin and whether they are staying or day visitors. Average spend for day visitors is quite low compared to the general England day visit average of £32. Staying visitor spend is relatively high - the average for domestic tourism trips in England is £187 per trip.
5.3 Economic Impact 5.3.1 Methodology Within this section of the report we amalgamate the data to show the estimated economic impact that can be attributed to the event. There are two key variables here: Number of visitors estimated as having been drawn by the event. Estimated spend made by these visitors within the area. We report these figures both as overall numbers and divided by the following segments: Day Visitors1 Staying Visitors – Total Staying Visitors – from within Northwest England Staying Visitors – from elsewhere in the UK Staying Visitors – from overseas It cannot be assumed that all those at this event were visiting the area solely because the event was taking place. Thus, as part of the overall analysis, there are a number of disaggregation calculations which need to be conducted to ensure that only those who were genuine visitors are counted towards the impacts:
Note: in the questionnaire (contained in the appendix) the questions used to derive these calculations are visibly shaded. It should be noted that the results in this section of the report represent something of an underestimation of the overall economic impact. The calculations show the impact resulting only from visitor spend. However, other factors arising from the event are likely to create a wider impact. These fall outside this report’s scope, but they include: Spend of organisers in the area Use of local suppliers in and around the event Future visits to the area, by those encouraged to make their first ever visit to the location by the event Positive news coverage of the area, generated by the event 5.3.2 Overall levels of event impact At an overall level, the following numbers were recorded:
For all those responding the average mean spend levels were recorded, giving the following total spends:
5.3.3 Number of audience drawn by event However, as indicated above, there is a need to discount those visitors who were not primarily drawn for other purposes. As the main report summarises: 29% indicated a reason other than the event driving their visit to the area (section 3.1) 26% indicated that the event was of little or no importance in their visit to the area (section 3.4) 43% stated that even if the event had not taken place they were likely to have still visited the area (section 3.5) Removing these respondents from the data gives us the following % of attendees (and estimated numbers) who were drawn by the event. Note that the event draw is akin to a scale; hence those who are estimated as having been ‘partially influenced’ are also included in this analysis.
5.3.4 Spend of audience drawn by event In addition to removing the proportion of the audience who could have been influenced to visit by other factors, we also need to look at the issue of leakage; where money was spent outside the area. When asked to attribute their spend the following responses came from the different segments:
Applying the percentage spend made within the area at case level3 gives the estimated mean spend as shown; and overlaid onto the valid number of visitors, what this means in terms of total economic impact from visitor spend. Notice that up until this point we have focussed on the impact from direct visitor spend but part of the economic impact comes from indirect visitor spend – the additional spend by businesses on local goods and services. Spend in certain sectors has a much greater economic impact than others; for example, expenditure made on accommodation has a much greater indirect impact per £ than expenditure on transport. To calculate indirect we use the coefficients contained in the Cambridge Model.
Thus the total impact of the Battle of the Atlantic event 2012 was approximately 130,000 visitors and a total impact of approximately £6.2m. Again, bear in mind that to some extent this is only a part of a ‘whole event’ economic impact, for the reasons outlined in section 5.4.1. 5.3.5 Wider economic impact definition For reference, if the exclusions required for the full economic impact assessment are removed, i.e all attendees and all of their expenditure is counted, we get the following:
Thus, all those attending the event generated some £19.7 million for the local economy. APPENDIX 1 – Verbatims - Residents
APPENDIX 2 – Verbatims - Visitors
Battle of the Atlantic 2013 Resident Questionnaire
Respondent Details Name: ………………………………………….. Address: ……………………………………….. …………………………………………………… County: …………………………………………. Postcode: …………………………………….. Tel: ……………………………………………… Interviewer please note: it is vital we gain the origin of visitors to this event. Respondent Classification Age Group Gender 16-24 1 Male 1 25-34 2 Female 2 35-44 3
45-54 4 Social Grade 55-64 5 A/B 1 65+ 6 C1 2 C2 3
D/E 4 Interviewer Declaration I declare that I have recruited this respondent in strict accordance with the instructions. The respondent was not known to me prior to the interview. I have checked the questionnaire for accuracy and completeness. Interviewers Name: …………………………….. Signed: …………………………………………. Date: ……………………………………………. Good morning/afternoon. My name is …….. and today I am conducting a short survey on behalf of the event organisers. Can you spare a few minutes to help with this survey? Yes - Go to Q1 Q1 Are you a visitor to Liverpool? (Show map if need be) Yes – follow instructions below No - Go to Q2
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