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
Arena economic impact assessment. Living Lab connects the booking system to the signals around the venue: ticketing, nearby accommodation and short-term rental supply, visitor movement into the city, and pricing across comparable dates, so an attendee is traced back to where they came from and whether they would have visited anyway. Reference data is published by the OECD.
Attributes what a delivered event created: gross attendance through counterfactual and displacement to attributable local value. Every event in the calendar on one method, so a touring show and an international round read on the same terms and the rights fee is set against evidence. A subsidy case that survives the auditor’s first question about displacement.
Tests which future events, dates, or capital options will create real demand before you commit. Which dates carry pricing power and which are propped up by discounting. Demand trajectory by event type and source market, so capital goes where demand is durable rather than borrowed. Demand137 prices the calendar, not the date.
| Product | Your question | You get | What it changes |
|---|---|---|---|
| Demand137 | Whether to bid for or renew a promoter or rights-holder relationship | Incremental demand the event creates once displacement of other bookings is counted | Bid, renew, or walk away with a defensible incremental-value case |
| Demand137 | How to price and allocate capacity across the calendar | Which dates carry real pricing power and which are propped up by discounting | A calendar-wide pricing strategy, not a date-by-date guess |
| Demand137 | Where to target capital, from refurbishment to expansion | Demand trajectory by event type and source market, not utilisation alone | Capital prioritised against durable demand, not borrowed demand |
| Demand137 | Are two events competing for the same weekend or the same audience? | The whole calendar tested as one portfolio | Dates sequenced so events lift each other rather than cannibalise |
| Demand137 | What happens if we do nothing? | Base, downside, and supported scenarios with a stated counterfactual | The cost of the status quo is priced alongside the cost of change |
| Signal137 | Did that event create new demand, or reshuffle what was already there? | Gross attendance through counterfactual and displacement to attributable local value | Attendance and attributable value treated as two different numbers |
| Signal137 | Which events in the calendar earned their rights fee? | Every event ranked on attributable value, on one method | The renewal conversation starts from evidence |
| Signal137 | How do we defend the subsidy or public-funding case? | A traceable path from public investment to attributable local value | One evidence base the venue board and its funder can both stand behind |
| Signal137 | What did the visitors do, and where did they stay? | Origin, stay length, spend, and movement around the venue, event by event | The catchment is measured, not assumed |
| Both | Who holds this, and where? | Model, data, and a trained team inside your jurisdiction | The evidence survives the change of operator or board |
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.
Get the latest from the Fabrik newsroom
