Final Report for Liverpool City Council
HEADLINES Overall impact of the event
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- 1 INTRODUCTION 1.1 Background
- 2 AUDIENCE PROFILE THE VISIT 2.1 Origin
- Elsewhere NW %
- Overseas %
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HEADLINES Overall impact of the event To mark the 70th anniversary of the Battle of the Atlantic, a series of commemoration events took place along Liverpool’s Waterfront from 25th-28th May 2013. An estimated 300,000 people attended the event. The typical spend per person attending the event was approximately £22 for day visitors, £168 for staying visitors. The total impact of the event was approximately 130,000 visitors drawn to the city specifically for the Battle of the Atlantic event, bringing expenditure (direct and indirect) of c. £6.2 million. Profile The event had a wide geographical pull, with over a third of visitors coming from outside the Northwest. 31% of visitors were from the Liverpool City Region, 34% from elsewhere in the Northwest, 25% from elsewhere In the UK and 10% from overseas. The average group size was 2.2 for residents, 2.7 for visitors. For both residents and visitors, a relatively high percentage of attendees were aged 55+ (43% of residents and 38% of visitors, compared to 35% of general visitors to Liverpool. The majority of those interviewed were in employment - 45% of residents and 59% of visitors. However a high proportion of respondents were retired - 37% of residents and 33% of visitors. 99% of residents and 86% of visitors described themselves as being “White British”. 7% of residents and 7% of visitors considered themselves to be “a disabled or deaf person or living with a long-term illness”. About the Visit 72% of visitors were on a day trip from home, 5% on a day trip whilst on holiday and 23% were on a staying trip. Use of public transport was relatively high compared to levels seen in general visiting in the UK, with 36% of visitors travelling to Liverpool by train. 37% travelled in their own car. 70% of staying visitors were staying in Liverpool, 8% elsewhere in Liverpool City Region, 17% elsewhere in the Northwest and 5% further afield. The most popular types of accommodation were staying with friends/relatives (26%), 4 star and 3 star hotels (25% and 18%). 93% of residents and 71% of visitors said that they were in Liverpool primarily to attend the Battle of the Atlantic event. “TV news item or editorial” was the major means of finding out about the event and the main marketing influence on the decision to visit. 79% of residents and 50% of visitors said that the event was the sole reason for their visit to Liverpool. . Satisfaction Respondents were asked to rate their satisfaction with a range of event features. For both residents and visitors, all of the elements were rated mainly positively, either as “very good” or “good”. Parking facilities and event signposting were two elements that scored less well, particularly for visitors. Close to 90% of respondents said it was “very likely” that they would recommend the event. 1 INTRODUCTION 1.1 Background In May 2013, the cultural business unit for Liverpool City Council - Culture Liverpool - commissioned England’s Northwest Research Service to undertake a programme of event evaluation at three major events during 2013: 70th Commemoration of the Battle of the Atlantic Mersey River Festival Liverpool International Music Festival This report presents findings from the first of these – the 70th Commemoration of the Battle of the Atlantic. The Battle of the Atlantic was the longest continuous military campaign of the Second World War and was pivotal to the overall success of the allied forces. Liverpool was the destination of many wartime Atlantic convoys and home of the Western Approaches Command. Tens of thousands of lives were lost during the battle, which fought for control of vital supply routes, beginning as war broke out in 1939. The climax of the battle was in May 1943, when Germany's submarine fleet suffered heavy losses in the Atlantic To mark the 70th anniversary, a series of commemoration events took place along Liverpool’s Waterfront from 25th-28th May 2013, attracting an estimated 300,000 people The Battle of the Atlantic event was jointly organised by the Royal Navy, Merchant Navy and Liverpool City Council. . 1.2 Research Aims The survey was designed to gather information on the demographics, origin, behaviour and economic impact of visitors to the event. In addition the research aimed to provide information on reasons for visit, the influence of marketing campaigns, consumer perceptions of the event and suggestions for future improvements, from both local residents and visitors. 1.3 Methodology Face-to-face interviews were conducted with local residents and visitors over the four-day event. Random sampling techniques were employed and in total, 494 full, valid interviews were conducted – 161 with local residents, 333 with visitors. 2 AUDIENCE PROFILE & THE VISIT 2.1 Origin Interviewing was divided into two separate groups – “residents” and “visitors”, with the visitors’ questionnaire containing some additional questions on where they were staying and their accommodation spend. Although home postcodes were requested initially, if respondents were unwilling to provide this, the interviewer probed for home town or county. The overall profiling results giving the relative proportions of residents, day visitors and staying visitors (as used for the economic impact assessment) was collected via the “visitors” survey. Through random sampling, a tally was kept of the number of residents who were stopped. Added together with the number of completed interviews by day and staying visitors, this gave the following origin breakdown: 
“Day Visitors” in the above chart includes people who were staying outside Liverpool and making a day trip into the city. “Staying Visitors” refers to those staying in Liverpool city. For the following analysis, results are presented separately for the two groups: (i) residents and (ii) visitors. RESIDENTS 81% of residents were from Liverpool city, 19% from elsewhere in the Liverpool City Region. The reason for the 19% being elsewhere in LCR is that these respondents will have described themselves as being a “resident of Liverpool” but will have had a post code that is outside the city boundary. 
VISITORS The event had a wide geographical pull, with over a third of visitors coming from outside the Northwest. 31% of visitors were from the Liverpool City Region, 34% from elsewhere in the Northwest, 25% from elsewhere In the UK and 10% from overseas.
The following chart shows visitor origin in comparison with general day visitors and staying visitors to Liverpool (from Liverpool Destination Benchmarking Survey 2012). The profile of event visitors is reasonably similar to that of general day visitors but with a higher proportion of visits from outside the Northwest. 
The breadth of visitor origin is illustrated on the following maps:
Directory: 2013 2013 -> Annual InStructional unit plan 2013 -> The Ministry of Education and Science of Ukraine 2013 -> #1 a lifesafer of virginia inc 2013 -> Name(s): your name here team or Group #(if applicable): Professor’s name 2013 -> Alcott Local School Council (lcs) Meeting Minutes 2013 -> Table Of Contents introduction 2 2013 -> Supplemental demographic information 2013 -> 【Education&Working Experience】 Download 1.57 Mb. Share with your friends:
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