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
MICE economic impact measurement. Living Lab connects registration, venue, accommodation, and sponsorship data across the full cycle, so a change between editions, a new host, a shifted programme, a different source-market mix, is traced through to the result rather than lost in a one-off report. Reference data is published by ICCA.
Attributes what a completed edition delivered: delegate spend, room nights, GVA, and sponsorship value, net of displacement, with the legacy indicators beside them. Tracked comparably across editions, so the board sees whether the congress is still doing what it exists to do. One evidence base for the board, the sponsors, and the members.
Forecasts delegate yield by origin, stay length, price sensitivity, and repeat-attendance pattern for each candidate host, so the next edition sits where delegates will travel rather than where the pitch was strongest. Room-block and venue terms tested before delegates register. Demand137 sets the rotation on demand, not convenience.
| Product | Your question | You get | What it changes |
|---|---|---|---|
| Demand137 | Where the next edition should sit in the rotation | Delegate yield forecast for each candidate host, tied to the delegate base's actual travel patterns | A host sequence built on demand, not convenience |
| Demand137 | How big a room block to commit to before registration opens | Forecast delegate volume by origin, stay length, and price sensitivity | A room-block negotiation backed by a tested forecast, with rate leverage kept |
| Demand137 | Whether to keep, retire, or relocate a recurring congress | The next edition modelled under each option, with the counterfactual stated | A renewal decision the board can defend to members and sponsors |
| Demand137 | What relocating will cost in returning delegates | Repeat-attendance patterns by host, edition over edition | The relocation is priced before it is agreed |
| Demand137 | What happens if nothing changes? | Base, downside, and supported scenarios with a stated counterfactual | The cost of habit is visible alongside the cost of change |
| Signal137 | What did the last edition deliver, and to whom? | Attributed delegate spend, room nights, GVA, and sponsorship value, net of displacement | The board sees attributable value, not gross activity |
| Signal137 | Did the programme change buy anything, or was it the venue? | Edition-over-edition comparison on one method, with the driver named | The next programme decision is made on what worked |
| Signal137 | What do we tell sponsors and members the congress delivered? | A traceable path from registration data to attributable value and stated legacy | A sponsorship pitch that survives the first hard question |
| Signal137 | What did the host city gain, in terms the city will recognise? | Room nights, GVA, tax, and jobs attributed to the congress, on the method cities use | The bureau and the board read from the same number |
| Both | Who holds this, and where? | Model, data, and a trained team inside your jurisdiction | The evidence survives the change of PCO 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.
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