Rugby World Cup 2011: Evaluation Report Message from the Chief Executive
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RUGBY WORLD CUP 2011: EVALUATION REPORT MESSAGE FROM THE CHIEF EXECUTIVE December 2011 It has only been a few months since Auckland was the hub of Rugby World Cup 2011, but our region has been transformed forever. Most of us hold extremely fond memories of the tournament itself, the numerous events surrounding it which showcased Auckland to the world, and, of course, the result, with the All Blacks winning the cup for the first time since 1987. I am very pleased to present this evaluation report on RWC 2011 and Auckland’s role in the hosting of it. It is a largely independent report, with three external consultants led by Sapere conducting the evaluation, along with Market Economics and Gravitas. Evaluations have also been incorporated from lead agencies Auckland Council, Auckland Transport, Auckland Tourism, Events and Economic Development (ATEED), Regional Facilities Auckland (RFA) and Waterfront Auckland. Overall this evaluation is very favourable and commends the efforts of the multiple agencies involved in the hosting of 15 matches in Auckland over the six weeks. Almost 750,000 fans attended matches at the two Auckland stadiums, Eden Park and North Harbour Stadium. RWC 2011 was a world-class experience for the estimated 107,000 domestic and international visitors who visited the city and an invaluable opportunity to establish Auckland as a desirable major events destination. Consider the fact that the Auckland Council Group delivered around 139 individual projects to carry out the city’s role in hosting RWC 2011. We learned lessons from every single one of them - 99 per cent of which were positive, some which showed opportunities for improvement. We have not only hosted a successful tournament but also learned lessons that will make Auckland a better major events destination in the years to come. I would like to take this opportunity to whole-heartedly thank all of our staff and contractors for their hard work before and during the tournament. They are the ones who ensured the region looked its best at all times. Thanks also to our partners, including the New Zealand Police, St John Ambulance and the utilities. I also want to make special mention of the stellar work of the some 2000 volunteers, including Māori, Pacific Island and Asian wardens, who put in more than 150,000 work hours. Finally, thanks to the people of Auckland both for enduring the disruption that went ahead of the tournament and then for coming to the party and making RWC 2011 the fantastic event that it was. The All Blacks hold the World Cup for the next four years. Auckland Council is absolutely committed to maximising the city’s long-term benefits from the tournament for considerably longer than that. Doug McKay Chief Executive Auckland Council Rugby World Cup 2011: Evaluation Report i ABOUT THE RESEARCHERS Sapere Research Group, Market Economics and Gravitas partnered to provide the mix of services required to deliver the evaluation of the Rugby World Cup 2011 in Auckland. Sapere provided overall project management, analytical and drafting expertise. Market Economics provided analytical and modelling expertise. Gravitas provided market research expertise. The output from this partnership can be found in Section A, B, C and E. The report was commissioned by the Auckland Council Group comprising: Auckland Council Auckland Tourism Events and Economic Development Auckland Transport Regional Facilities Auckland Waterfront Auckland. To augment this independent evaluation, the Auckland Council Group conducted an appraisal of the fifteen programmes of work delivered by the Auckland Council Group. This can be found in Section D. Rugby World Cup 2011: Evaluation Report ii SAPERE RESEARCH GROUP Sapere Research Group is one of the largest expert consulting firms in Australasia and a leader in provision of independent economic, forensic accounting and public policy services. Sapere provides cost benefit analysis and business case advice, independent expert testimony, strategic advisory services, data analytics and other advice to private sector corporate clients, major law firms, government agencies, and regulatory bodies in New Zealand and Australia. In the context of urban economics, we provide advice on strategy, regulation, business cases, innovation parks and infrastructure funding and provision. MARKET ECONOMICS Market Economics Limited is a leading independent consultancy specialising in economic research, policy and market analysis and ecological economics. We apply leading edge and innovative approaches to projects and are noted for our rigorous analytical techniques and innovative modelling capabilities, supported by extensive information resources. Our work centres on examining the relationships between supply and demand across sectors, markets and locations. We have considerable expertise in assessing the economic, social and environmental impacts and implications of development programmes, policy directives and decisions, and one-off events. Our analytical and interpretation expertise, combined with our wide ranging experience base, puts us in the unique position to add significant value to planning and strategic decision-making processes. GRAVITAS Gravitas specialises in high quality research design and delivery for the service sector. We have direct experience of market research as input to EIA and of surveying in relation to events. We offer a senior experienced team, solid design skills, great attention to detail, tenacity and the resources to deliver large scale and diverse research in short timeframes. Rugby World Cup 2011: Evaluation Report iii TABLE OF CONTENTS Executive Summary.........................................................................................................1 SECTION A: SCOPE AND METHODOLOGY.................................................................18 1. Introduction .......................................................................................................19 1.1 Auckland’s role in RWC 2011 in a nutshell .............................................19 1.2 Objective of this evaluation.....................................................................19 1.3 Content of the report...............................................................................21 2. Methodology......................................................................................................22 2.1 Evaluation framework and perspective ...................................................22 2.2 Scope .....................................................................................................23 2.3 Types of impacts ....................................................................................24 2.4 Approach................................................................................................24 2.5 Information and data channels ...............................................................24 2.6 Economic modelling ...............................................................................25 2.7 Market research......................................................................................25 2.8 International media monitoring ...............................................................27 2.9 Analytical tools utilised to synthesise the results ....................................28 SECTION B: PARTICIPATION AND IMPACTS..............................................................29 3. Level of participation ........................................................................................30 3.1 Attendance at games..............................................................................30 3.2 Attendance at related events..................................................................30 3.3 Engagement ...........................................................................................33 3.4 By the local population ...........................................................................33 3.5 By domestic visitors to Auckland ............................................................37 3.6 By international visitors...........................................................................38 3.7 Volunteering and other community engagement ....................................40 4. Economic Impacts ............................................................................................41 5. Business impacts..............................................................................................42 5.1 Impact on business as usual ..................................................................42 5.2 Networking and indication of legacy impacts ..........................................44 Rugby World Cup 2011: Evaluation Report iv 6. Social impacts of RWC 2011 in Auckland .......................................................48 6.1 Sense of pride ........................................................................................48 6.2 Disturbance by the Event........................................................................48 6.3 Avoiding the event ..................................................................................49 6.4 Impacts from volunteering ......................................................................49 6.5 Legacy social impacts ............................................................................50 7. Impacts on place making..................................................................................51 7.1 Infrastructure development .....................................................................51