A global stage for local impact: Measuring the impact of sport, culture and business events
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Global events, such as the Olympic and Paralympic Games, world expositions, sporting championships, arts festivals and trade fairs, can be a catalyst for development at both local and national levels. Global events encourage external investment, boost tourism, grow trade, raise the profile of places and bring communities together. They can be used to galvanise commitment to policy priorities and accelerate investment. Fully leveraging the benefits of global events, however, requires significant long-term planning and well-designed monitoring and evaluation frameworks. This slide deck was presented during the OECD webinar "A local stage for global impact: Measuring the impact of sport, culture and business events" launching two OECD Guides on 6 July 2023.
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A global stage for local impact: Measuring the impact of sport, culture and business events
- 1. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents LAUNCH 6 July 2023 Dr Martha Bloom Policy Analyst Culture, creative sectors and global events unit, OECD
- 2. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents WHY IS THIS WORK NEEDED?
- 3. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Compare between events Identify what works Learn and improve Lack of consistency makes it difficult to:
- 4. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents WHAT DO THE GUIDES OFFER?
- 5. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Overview of approaches Discussion of challenges, issues and debates Actions for effective impact measurement Indicator framework to measure impact Practical guidance for implementation Examples, tools and further resources What’s inside the two Guides
- 6. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents ACTIONS FOR EFFECTIVE IMPACT MEASUREMENT
- 7. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents CO-DESIGN THEORY OF CHANGE EARLY PLANNING MIXED METHODS Main actions
- 8. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents A COMMON INDICATOR FRAMEWORK
- 9. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Nine core indicators + Nine additional indicators Relevant for all types of events Indicators
- 10. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Economic indicators Area Core/ additional Indicator Economic Core Total net economic impact (net direct, indirect, and induced impact on host economy) Total jobs created/supported % of value of contracts paid to local suppliers, SMEs and social enterprises Additional % increase in visitors after event Number of people trained in new skills through event-related programmes M2 of unused spaces repurposed for event-related activities
- 11. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Area Core/additional Indicator Social Core % of target groups reporting increased frequency of participation (in culture, sports, business, etc.): o Sport: participation in sport; increase in physical activity o Culture: active participation; passive participation o Business: B2B meetings; new partnerships % of target groups reporting change in health and well-being % of event participants from underrepresented groups Additional Change in % of community residents reporting a sense of local pride Change in % of public reporting positive perception of underrepresented groups % of volunteers motivated to volunteer more Social indicators
- 12. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Area Core/additional Indicator Environmental Core Total carbon footprint (without discounting carbon offsetting) % of waste diverted from landfill % of target groups reporting a change towards more sustainable behaviours Additional % of value of contracts awarded in compliance with sustainability standards Water footprint % change in air pollution levels linked to event Environmental indicators
- 13. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents And find out more about the OECD Recommendation on Global Events and Local Development here: https://www.oecd.org/cfe/leed/global-events-recommendation.htm oe.cd/geindicators oe.cd/gemeasure
- 14. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Global event impact indicators Area Core/ additional Indicator Economic Core Total net economic impact (net direct, indirect, and induced impact on host economy) Total jobs created/supported % of value of contracts paid to local suppliers, SMEs and social enterprises Additional % increase in visitors after event Number of people trained in new skills through event-related programmes M2 of unused spaces repurposed for event-related activities Social Core % of target groups reporting increased frequency of participation (in culture, sports, business, etc.): o Sport: participation in sport; increase in physical activity o Culture: active participation; passive participation o Business: B2B meetings; new partnerships % of target groups reporting change in health and well-being % of event participants from underrepresented groups Additional Change in % of community residents reporting a sense of local pride Change in % of public reporting positive perception of underrepresented groups % of volunteers motivated to volunteer more Environmental Core Total carbon footprint (without discounting carbon offsetting) % of waste diverted from landfill % of target groups reporting a change towards more sustainable behaviours Additional % of value of contracts awarded in compliance with sustainability standards Water footprint % change in air pollution levels linked to event Overview
- 15. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents • Co-design impact approaches across local, national and international levels. • Establish a clear theory of change • Establishing impact indicators from early on in the event lifecycle • Consideration of how impact indicators can be disaggregated • The inclusion of both qualitative and quantitative evidence in impact measurement • Building a clear data strategy from early on in the event lifecycle • Promoting transparency in reporting Actions for effective impact measurement
- 16. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents … And can be used as a catalyst for development GVA/GDP Employment and skills Business and trade Infrastructure Tourism Research and innovation Health and well-being Inclusion and diversity Participation in sport and physical activity Awareness raising Community building Volunteering Energy, emissions and water Waste and recycling Biodiversity and land use Pollution Environmental promotion Hosting global events has tangible and intangible economic, social and environmental impacts...
- 17. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents Visual elements Corner circles that can be cropped
- 18. © OECD | Centre for Entrepreneurship, SMEs, Regions and Cities | @OECD_Local | #globalevents #099F91 #077BBF #83007F #E0360C #F1A01F Front matter and annexes Chapter 1 Chapter 2 Chapter 3 Chapter 4 Paper 1 Chapter 1 Chapter 2 Chapter 3 Chapter 4 Paper 2 Chapter 5 #008C00 #6A4A8D #384E7A #D41457 #099F91 Colors
Editor's Notes
- Thank you very much Karen. I am delighted to be speaking to today to launch these two new OECD Guides and want to echo Karen’s words of thanks to all those who took part in the consultation.
- Global events are increasingly recognised as catalysis for development, and not just big events like the Olympic and paralympic games but also smaller cultural festivals, trade fairs regional championships. Within this context, I would like to begin by exploring a bit about why this work on measurement is needed, what gap does it fill, and what does it hope to achieve.
- So we know that events of all kinds can have a significant impact on local, national and even international communities. And pretty much every event will conduct some form of assessment of the impact of that event. The issue is that there is a lack of consistency in approaches, events measure different things in different ways. This makes it challenging to Compare between events – both between different types of event, but also between the same event over time or in a different location Which means that it can be difficult to Identify what works, and importantly what doesn’t work Which ultimately curbs the ability of event hosts to learn from one another and improve practices. So what this work tries to do is to consolidate the advice and guidance which is already out there and to build on this work, also through the extensive consultation which Karen mentioned, to develop greater consensus around common approaches to impact measurement which can be applicable to all types of event.
- How does it do this? Well…
- Explains how to conduct impact assesment, including - over view of approaches: inc. the different indicators uses, different econometric modelling and qualitative approaches Challenges: inc. how to incorporate consideration of negative impacts, how to capture wider impacts on local development beyond just a contribution to GDP And it also proposes some actions that evet hosts can take to produce more effective impact assessments, and I will come on to some of those in a moment. Guide two develops this work further by proposing a framework of indicators which can be used by any type of event. Practice guidance: inc. what kind of data are needed, how can it be collected, how to report on these indicators etc. as well as some of the important over arching considerations, for example how do you determine what constitutes a local area when measuring local impact, what are the pitfalls to avoid in designing audience in surveys so they can be compared against official datasets, this sort of thing. It also offers a whole range of examples, tools and further resources which host can draw upon in implementing this framework.
- So going into a bit more detail now on the content of the two Guides, I wanted to highlight some of the actions that I spoke about from Guide 1, which event hosts can take to improve impact measurement strategies
- Firstly what came out incredibly strongly in the consolations was the need for co-creation. The public sector along cannon deliver a large scale event. They need commitment and support of both the private sector and of citizans and third sector organizations. This is also true to certain extent for smaller, community based events. This means not just involving stakeholders in event delivery, but really promoting local community members and stakeholder groups to be part of the planning and development of the event and to have a voice in what impacts are measured and how. This is really important as we know that events can have uneven impacts across different population groups and having key stakeholders around the table in designing and implementing an impact assessment strategy can help to identify early on what some of these different impacts might be. For example, the Manchester Pride event each year conducts surveys of different groups of participations and holds co-deign workshops which targed different marginalized groups. In this regard, we strongly encourage the use of qualitative evidence, alongside quantative data in impact assessments, to help bring out some of these difference in impact across groups. One of the most interesting trends we see in impact measurement is this shift towards more incorporation of qualitative data, case study approach, interview, etc. Qualitaive data is also really useful for evidencing change, and this is another major recommendation of the work. To establish a clear theory of change, from the very beginning of the event life cycle, so not just we will host an event and that will create jobs or promote tourism, but actually how will this happen – dose there need to be additional investment in skills training, a new place branding approach, what will actually leed to the desired change. And moreover how does this fit into wider policy agendas, for example in health in education, in housing. Establishing a theory of change early can help to guide the event towards their impact ambitions and can also help to align all the different stakeholders involved in the event around a shared agenda. And finally I cannot stress enough the importance of early planning, in relation to which indicators will be used, how they will be broken down, which data are needed and to develop a data strategy from the vbery beginning of the process. This is particularly important where baseline data is need, so for example in Brisbain 2032 Olympic and paralympic games, they are already begun to identify where they have data gaps, and how these can start to be filled now. But its also really important for this like contracting, so if you our outsourcing waste management , what data will need to be collected by the waste management company, how will they share this data, how can can you respect data collection regulations whilst also having making data available to assesors. Early planning is needed is for all of these kinds of issues. So early planning of data requirement and of indicator selection is crutail for effective impact measurement.
- Which brings us nicely onto the work of the second Guide and the common indicator framework it develops.
- The indicator framework we propose consists of 9 core indicators which are most commonly used or viewed as most important for measuring the impact of events and 9 additional indicators, which are either less commonly used, or more complex to implement, but still viewed as highly important. It is really important for me to stress here that this list in non-exhastative! All events will have their own unique context, will have different capacities and different ambitions. This list is not intended to cover all impact, but rather we hope this short list can be incorporated into events wider impact strategy. Not small!!!
- The economic indicators include not only the net economic impact on the host economy, but also specific indicators on job creation, skills development and long-term tourism attraction. It also includes indicators relating the impact on different business groups – so local businesses and SMEs, but also social enterprises, which we know can play a really crucial role in the delivery of an event and especially in some of the wider event relating programming. For example paris 2024 have …
- The social impact of events is often some of the most talked about, but often some of the most challenging to capture. For example, how can sporting events encourage an increase in physical activity levels (and am delighted that we have the WHO in the room who no doubt will discuss this more in the panel later on), how can cultural events encourage greater cultural participation and how can we measure the impact of business events on new partnerships and new projects. And of course events are not just about promoting participation, but also have a whole range of impacts on health and wellbeing, on pride in place, which Capitals of culture are known to be especially good at encouraging, as well as in promoting more inclusive societies.
- And finally we are increasingly aware of the environmental impact that events can have in relation to carbon footprints, waste generation and pollution. These impacts need to be accurately measured so that events can improve their practices as we respond to the climate emergency. But events can also have a positive impact in this area, for example by encouraging more sustainable and pro-environmental behaviours as well as by implementing sustainable sourcing strategies.
- So I will stop here, but you can find out more about how these indicators can be incorporated into your events, and what are some of the good practices around impact measurement in the two Guides which are out now!
- Co-designing impact approaches across local, national and international levels; by engaging with local residents and stakeholder groups throughout the event lifecycle and evaluation process (e.g. in the identification of key impact outcomes, measurements, and indicators), and by integrating impact approaches within wider national and local strategies. ▪ Establish a clear theory of change; which links event inputs to intended impacts through a logic model, including clearly laid out risk factors. This theory of change can also act as a management tool, supporting the alignment of outputs and outcomes among partners and helping to create consistency over time. ▪ Establishing clear impact indicators from early on in the event lifecycle; this is particularly important, for example, where novel survey data is required, so that baseline data can be established. ▪ Consideration of how impact indicators can be disaggregated; including establishing explicit definitions of sub-populations (such as what constitutes a local resident or business) to aid consistency of reporting over time and between reporting entities. ▪ The inclusion of both qualitative and quantitative evidence in impact measurement; to offer a broader understanding of impact, how impacts have arisen, and help facilitate the detection of unintended (and potentially negative) outcomes. ▪ Building a clear data strategy from early on in the event lifecycle; including establishing contractual agreements with stakeholders as to data collection responsibility, ownership, collection timeframes and reporting standards. In this regard, building a data framework, which links indicators to the theory of change on the one hand and to explicit data sources and statistical definitions on the other is useful for establishing consistency. A good data strategy should also consider data collection and management in relation to legal and ethical data protection and privacy frameworks. ▪ Promoting transparency in reporting; including through third party independent verification of findings, careful consideration of how evaluations are communicated to stakeholders and the public, and consideration of how to make underlying data from evaluation studies available to researchers and future event hosts, while remaining mindful of data protection issues.
- Cut this or make on different slides – more big picture stuff on why