More than 700 events · 14m room nights · US$12bn GVA · 49 countries · 180 cities · in the past 12 months
- Case study · Congresses and conventions
A global events portfolio, on one method
- Global events portfolio
Every event, every host city, one method
A case study
Step 1: The question
Can the economic contribution of a global event portfolio be measured on one consistent method, and can every host city get the same standard of evidence?
Events measured include
Cannes Lions, Cannes
London Tech Week, London
The Monaco Yacht Show, Monaco
LEAP, Riyadh
The Game Developers Conference (GDC), San Francisco
What does each edition deliver to its host city?
Takeaway
The organiser can put its Cannes and Riyadh results in one table and compare them line by line.
Step 2: What we measure
Signal137 attributes each event on the same input-output basis: GVA, tax, jobs and retained visitor spend, net of displacement.
The same method runs in every country, edition after edition, so the trend is real and the comparison is fair.
Takeaway
Each host city receives the same report for its edition: GVA, tax, jobs and visitor spend kept in the city, with visitors who would have come anyway taken out.
One report format for every host city
Step 3: What the group can do with it
Report to every host city on evidence, edition over edition.
Benchmark host cities against each other on destination value.
Price the next bid on what the event delivers, with Demand137 carrying the forward case for each candidate city.
Takeaway
Before the next renewal, have the contribution of the last three editions on the table, on one method.
The result
The group can report the economic contribution of any event in its portfolio to any host city, on one method, in the terms a city treasurer reads.
Living Lab has deployed at more than 700 events in the last 12 months.
When a host city asks what the event delivered, the organiser sends the report for its edition, built the same way as every other.