Living Lab’s first economic model was for the Singapore Grand Prix in 2012. In 2025 we became a software platform: government-grade intelligence for the visitor economy
Event economic impact assessment. Living Lab connects ticketing, accommodation, routes, and visitor movement so an event’s effect traces through to the sectors it touches, not only the gate, and turns gross activity into a figure that is retained and attributable. Reference data is published by the OECD.
Attributes what a delivered event changed: gross activity through counterfactual, displacement, and leakage, to GVA, tax, jobs, and room nights the host can defend at audit. Every event in the portfolio on one method, so a championship and a qualifier read on the same terms. The flood measured beside the tide.
Tests a bid before it is committed: base, downside, and legacy-backed cases, with displacement and the counterfactual stated. Ranks the events in a bid calendar on return, so prestige bids that repeat the same venue, workforce, or audience pressure are seen for what they are. Demand137 sets the funding position before commitment.
| Product | Your question | You get | What it changes |
|---|---|---|---|
| Demand137 | Whether to bid for or fund a hosting opportunity, and at what level | A bounded scenario range with a stated counterfactual, not a single headline figure | A funding position defensible at audit and at the estimates |
| Demand137 | Which events to prioritise across a bid calendar | Every candidate event ranked on return, net of displacement, on one method | A portfolio that spreads risk rather than repeating it |
| Demand137 | What the legacy commitment has to add to justify its own cost | The legacy-backed case set against the base event | Legacy is priced, not promised |
| Demand137 | What happens if we do nothing? | Base, downside, and supported scenarios with a stated counterfactual | The cost of sitting the cycle out is priced alongside the cost of bidding |
| Demand137 | Will the supply chain cope, or will the value leak? | Absorptive capacity by supply chain: beds, drivers, caterers, airlift | The kegs, the beds, and the flights are sized before the fans arrive |
| Signal137 | What did the event actually deliver, net of what would have happened anyway? | Attributed GVA, tax, jobs, and room nights, with displacement and leakage stated | A legacy figure built to survive scrutiny, not only applause |
| Signal137 | How does the tournament compare with the ordinary calendar? | The one-off event beside a full year of business events, on one method | The flood and the tide compared, so the next bid is priced on evidence |
| Signal137 | Which hotels saw the rate premium, and which saw none? | Per-hotel measurement, not a city average | Decisions made city by city, not on a national average that is wrong for most of them |
| Signal137 | Did we deliver the carbon and ESG commitments in the bid? | Measured emissions and sustainability performance against what was declared | Performance reported the way it was committed to |
| Both | Who holds this, and where? | Model, data, and a trained team inside your jurisdiction | The capability survives the change of official or consultant |
Manchester United’s proposed stadium is a Ā£2bn, 100,000-seat ground by Foster + Partners, with a target opening of 2030-31. The club and the regeneration case cite Ā£7.3bn a year for the economy and 92,000 jobs. Those are the promoters’ projections. Here is what to test before believing them.
At the Italian Grand Prix, the fleet of guest vehicles arrives on German plates with German drivers. The hospitality guests do not sleep in Monza, which hosts the race. They sleep in Milan, which does not. The town that pays captures a fraction of what the event generates.
On 13 June 2026 Scotland played Haiti at Gillette Stadium. Around 50,000 Scottish supporters travelled. Boston’s bars sold beer at roughly four times the volume of a Fourth of July weekend, and some ran dry. Every signal that would have warned them was visible weeks ahead.
Hand a country that is losing visitors the largest sporting event ever held on its soil, and see whether the event can overcome the friction. It could not. Measured per hotel across 16 host markets, the 2026 World Cup delivered as a tournament and failed as a remedy.
We turn messy event and tourism data into decisions that help communities grow. Bring curiosity and rigour. We will hand you questions nobody has answered yet.
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