1 Contacts Client: Leisure Services, Doncaster Metropolitan Borough Council (DMBC) Contact at DMBC Contact: Andy Maddox Position: Business Development Manager Email: [email protected] Address: Floor Three, Civic Office, Waterdale, Doncaster DN1 3BU Contact at Leeds Beckett University Contact: Lucy McCombes Email: [email protected] Address: Leeds Beckett University, Macaulay Hall 202, Headingley, Leeds LS6 3QN Acknowledgements This research was commissioned by Doncaster Metropolitan Borough Council (Leisure Services) through funding as part of Doncaster’s Sport England Local Delivery Pilot. It was carried out by a combined research team from the School of Events, Tourism and Hospitality Management and the School of Sport at Leeds Beckett University. Team members were Lucy McCombes, Dr Neil Ormerod, Professor Emma Wood, Professor Jim McKenna and Jade Morris. We would like to thank all the local stakeholders and residents who gave their time to contribute to this research and support us in understanding what the Tour de Yorkshire means to local people, and how it can be developed further to increase its positive impact for Doncaster. 2 Table of Contents CONTACTS 2 ACKNOWLEDGEMENTS 2 LIST OF TABLES 6 LIST OF FIGURES 7 EXECUTIVE SUMMARY 8 BACKGROUND: BUILDING ON LDP AND TOUR DE YORKSHIRE 2018 INSIGHT 8 TOUR DE YORKSHIRE 2019 CONTINUATION RESEARCH 8 OUR SAMPLE 8 WHAT WE DID: OUR APPROACH 9 WHAT WE LEARNED: A DOZEN KEY FINDINGS 10 1. LIMITED IMPACT OF TDY ON PHYSICAL ACTIVITY LEVELS 10 2. ENGAGEMENT AND PHYSICAL ACTIVITY CONNECTED 10 3. SOCIAL GLUE AND COMMUNITY BUZZ 10 4. WELL-BEING, CIVIC PRIDE AND COMMUNITY SPIRIT IMPACTS 10 5. PLACE ENGAGEMENT & LINEAR EVENTS 11 6. MICROGRANT SUCCESS 12 7. PERSONAL TOUCH 12 8. COMMUNITY CHAMPIONS AND PROVIDERS 12 9. DIVERSITY WITHIN YOUTH: YOUTH SUBCULTURES/TRIBES 12 10. BUSINESS MOTIVATIONS AND EXPECTATIONS 12 11. DIVERSITY WITHIN CYCLING 13 12. NEW SOCIAL IMPACT INDICATORS 13 1. INTRODUCTION 15 NAVIGATING THIS REPORT 15 TOUR DE YORKSHIRE 2018 SOCIAL IMPACT RESEARCH 16 TOUR DE YORKSHIRE 2019 CONTINUATION RESEARCH 16 LOCAL CONTEXT MAP 17 OUR SAMPLE 19 2. OUR APPROACH: THEORY & CONCEPTS 21 THEORY OF CHANGE 21 SOCIAL IMPACTS 21 SOCIAL IMPACT ASSESSMENT (SIA) FRAMEWORK 22 3 SOCIAL IMPACT INDICATORS 23 INFLUENCER BEHAVIOURAL CHANGE FRAMEWORK 23 3. METHODOLOGY 25 ON THE DAY RESIDENT SOCIAL IMPACT SURVEY 25 QR CODE PHYSICAL ACTIVITY POSTCARD/ONLINE SURVEY 25 VISITOR BOOKS FOR QUALITATIVE ASSESSMENT OF FOUR PILOT MICRO-GRANT INTERVENTIONS 26 FORMATIVE (I.E. PRIOR TO THE EVENT) & SUMMATIVE (I.E. POST EVENT) ON-SITE INTERVIEWS WITH MICRO-GRANT PROVIDERS 26 ANALYSIS OF MICRO-GRANT EVALUATION FORMS 27 FORMATIVE (I.E. PRIOR TO THE EVENT) & SUMMATIVE (I.E. POST EVENT) INTERVIEWS WITH LOCAL BUSINESSES 27 INSTAGRAM STORYTELLING WITH YOUNG PEOPLE 27 PHONE INTERVIEWS WITH COMMUNITY EVENT ORGANISERS/CHAMPIONS FROM TDY 2018 27 4. FINDINGS 29 PILOT MICRO-GRANT INTERVENTIONS: ANALYSIS OF VISITOR BOOKS, INTERVIEWS WITH COMMUNITY EVENT ORGANISERS AND MICROGRANT FEEDBACK FORMS & EVALUATION REPORT 54 INVESTIGATING THE SOCIAL IMPACT OF THE TDY THROUGH THE COMMUNITY EVENTS: 57 VISITOR BOOK THEMES: 57 MICROGRANT SCHEME ANALYSIS 69 ENGAGEMENT OF LOCAL BUSINESSES: FORMATIVE & SUMMATIVE INTERVIEWS 72 ENGAGEMENT OF YOUNG PEOPLE: INSTAGRAM STORYTELLING AND INTERVIEWS 74 NEED TO LINK WITH EXISTING YOUTH PROVISION 76 CYCLING NOT A POPULAR SPORT FOR MANY YOUNG PEOPLE 76 “TICK BOX ENGAGEMENT” OF YOUNG PEOPLE 77 DIVERSITY WITHIN YOUNG PEOPLE 77 YOUTH ENGAGEMENT WITH MAJOR SPORT EVENTS AS A SOCIAL OR COMMUNITY ACTIVITY 77 ENGAGEMENT OF 2018 TDY SAMPLE COMMUNITIES: PHONE INTERVIEWS WITH COMMUNITY EVENT ORGANISERS/CHAMPIONS 77 IMPACT ON PHYSICAL ACTIVITY LEVELS: QR CODE POSTCARD SURVEY 79 PARTICIPANT DEMOGRAPHICS 79 INCREASING PA THROUGH TDY 81 MOST IMPORTANT INFLUENCER DOMAIN FOR INCREASING PA LEVELS 83 5. KEY CONCLUSIONS & RECOMMENDATIONS 88 WELL-BEING, CIVIC PRIDE AND COMMUNITY SPIRIT IMPACTS 88 SOCIAL GLUE 89 COMMUNITY BUZZ & SPARK FOR COMMUNITY ENGAGEMENT/EVENTS 89 COMMUNITY CHAMPIONS & PROVIDERS 89 LINEAR EVENT 90 PLACE ENGAGEMENT 90 4 MICROGRANTS SUCCESS 91 PERSONAL TOUCH 91 DONCASTER METROPOLITAN BOROUGH COUNCIL (DMBC)/TDY COMMUNITY ENGAGEMENT MODEL 92 CO-CREATION OF INTERVENTIONS 92 DIVERSITY WITHIN YOUTH: YOUTH SUBCULTURES/TRIBES 94 SPORT EVENT USPS 97 BUSINESS MOTIVATIONS & EXPECTATIONS 97 CASUAL EVENT BROWSERS 98 OLDER PEOPLE & INTERGENERATIONAL OPPORTUNITIES 98 PHYSICAL ACTIVITY IMPACTS 99 ENGAGEMENT AND PHYSICAL ACTIVITY CONNECTED 100 DIVERSITY WITHIN CYCLING AND REBRANDING OF CYCLING 100 NEW SOCIAL IMPACT INDICATORS 103 NEW PERCEPTIONS (OF DONCASTER) 103 NEW FACES/CONTACTS 103 NEW LIKES/SOCIAL MEDIA 103 NEW BUSINESS/FOOTFALL 104 6. LESSONS LEARNED ABOUT OUR METHODOLOGY 106 RESIDENT SURVEY 106 QR CODE SURVEY/PHYSICAL ACTIVITY ASSESSMENT 106 INTERVENTION ASSESSMENTS 107 7. NEXT STEPS: 108 GLOSSARY 109 APPENDICES 110 APPENDIX A: ‘WE LEARNED. WE DID’ INTERVENTIONS PILOTED BY DONCASTER METROPOLITAN BOROUGH COUNCIL FOLLOWING TDY 2018 RESEARCH 110 APPENDIX B: SOCIAL IMPACT ASSESSMENT QUESTIONNAIRE 113 APPENDIX C: FORMATIVE & SUMMATIVE INTERVIEW QUESTIONS 117 APPENDIX D: PHONE INTERVIEW QUESTIONS WITH COMMUNITY CHAMPIONS FROM 2018 TOUR DE YORKSHIRE (MEXBOROUGH/DENABY/CONISBROUGH/STAINFORTH) 119 APPENDIX E: DONCASTER METROPOLITAN BOROUGH COUNCIL MICROGRANT APPLICATION CRITERIA 120 5 List of Tables TABLE 1: RESIDENTIAL AREA FOR PARTICIPANTS COMPLETING THE SOCIAL IMPACTS SURVEY. 29 TABLE 2: GENDER OF PARTICIPANTS COMPLETING THE SOCIAL IMPACTS SURVEY. 30 TABLE 3: AGE OF PARTICIPANTS COMPLETING SOCIAL IMPACTS SURVEY, STRATIFIED BY LOCALITY. 30 TABLE 4: EMPLOYMENT STATUS OF PARTICIPANTS COMPLETING THE SOCIAL IMPACTS SURVEY. 31 TABLE 5: ETHNICITY OF PARTICIPANTS COMPLETING THE SOCIAL IMPACTS SURVEY. 31 TABLE 6: SUMMARY THEMES OF OVERALL TDY EXPERIENCE 33 TABLE 7: WELLBEING MEASURES 34 TABLE 8: SUMMARY THEMES OF POSITIVE PERSONAL WELLBEING IMPACTS 35 TABLE 9: CIVIC PRIDE MEASURE 41 TABLE 10: SUMMARY THEMES OF POSITIVE CIVIC PRIDE THEMES 42 TABLE 11. FEELING PROUDER TO LIVE IN THE BOROUGH OF DONCASTER BECAUSE OF THE TDY. 45 TABLE 12: COMMUNITY MEASURES 47 TABLE 13: SUMMARY THEMES OF POSITIVE SENSE OF COMMUNITY THEMES 48 TABLE 14: EVENT SAMPLE OVERVIEW 56 TABLE 15: VISITOR BOOK THEMES FOR THE FOUR COMMUNITIES 58 TABLE 16: PARTICIPANTS CHARACTERISTICS OF COMPLETED RESPONSES; AGE, JOB STATUS AND ETHNICITY. 81 TABLE 17: RESPONSES FOR THE SIX AREAS OF THE INFLUENCER FRAMEWORK AND HOW THEY FELT THE TDY DID AT GETTING THEM TO BE MORE ACTIVE. 82 6 List of Figures FIGURE 1. TOUR DE YORKSHIRE 2019 CONTEXT MAP 18 FIGURE 2. TOUR DE YORKSHIRE STAGE 1 ROUTE 19 FIGURE 3. TOUR DE YORKSHIRE TARGET GROUPS & ENGAGEMENT NEEDS 20 FIGURE 4. DEFINITION OF SOCIAL IMPACTS 22 FIGURE 5. SIX ZONES OF INFLUENCER BEHAVIOUR CHANGE FRAMEWORK 24 FIGURE 6: INFLUENCER FRAMEWORK SCORING CARD 26 FIGURE 7 HOW WE COLLECTED AND ANALYSED THE INFORMATION FOR THE TDY 2019 PILOT INTERVENTIONS AND SOCIAL IMPACT ASSESSMENTS 28 FIGURE 8: RESIDENTIAL AREA FOR PARTICIPANTS COMPLETING THE SOCIAL IMPACTS SURVEY. 29 FIGURE 9: AGE CATEGORIES, STRATIFIED BY LOCALITY. 30 FIGURE 10: PERCENTAGE OF PARTICIPANTS THAT STATED THEIR OVERALL EXPERIENCE OF THE TDY WAS POSITIVE, NEUTRAL OR NEGATIVE (N=306). 32 FIGURE 11: BAROMETER ON WELLBEING 34 FIGURE 12: BAROMETER ON CIVIC PRIDE 40 FIGURE 13. PERCENTAGE OF RESPONDENTS WHO AGREED/STRONGLY AGREED THAT THE TDY MADE RESIDENTS PROUDER TO LIVE WITHIN THE BOROUGH OF DONCASTER 45 FIGURE 14: BAROMETER ON COMMUNITY 46 FIGURE 15: COMMUNITY VOICES ON THE PERSONAL & COMMUNITY IMPACT OF THE TOUR DE YORKSHIRE 2019 53 FIGURE 16: IDENTIFIED TARGET GROUPS TO SUPPORT ENGAGEMENT IN THE TDY 54 FIGURE 17: COMMUNITY EVENT VISITOR BOOKS 57 FIGURE 18: PHOTO COLLAGE MADE FROM PHOTOGRAPHS TAKEN ON THE DAY OF THE TDY 2019 75 FIGURE 19: GEOGRAPHIC MAP OF DONCASTER AND RESPONSES TO THE QR POSTCARD SURVEY ON PA. 80 FIGURE 20: MEAN SCORES FOR EACH OF THE SIX DOMAINS OF THE INFLUENCER FRAMEWORK FOR HOW WELL TDY DID AT GETTING THEM TO BE MORE ACTIVE. 82 FIGURE 21: RESPONSES FOR THE MOST IMPORTANT DOMAIN WITHIN THE INFLUENCER FRAMEWORK. 83 FIGURE 22: OVERVIEW OF THE QUALITATIVE QUOTES PROVIDED WHEN PROVIDING CONTEXT FOR THE INFLUENCER DOMAIN THEY FELT IS MOST IMPORTANT FOR INCREASED PA LEVELS. 84 FIGURE 23: NEF FIVE DRIVERS OF WELLBEING 89 FIGURE 24: DMBC COMMUNITY ENGAGEMENT MODEL/PROCESS FOR MAJOR SPORTS EVENTS 92 FIGURE 25: ROGER HART’S LADDER OF YOUNG PEOPLE’S PARTICIPATION 93 FIGURE 26: DOUBLE DIAMOND AND APPRECIATIVE ENQUIRY FRAMEWORK 94 FIGURE 27: UK YOUTH ‘TRIBES’ IDENTIFIED BY UKTRIBES.COM 94 FIGURE 28: CLASSIC YOUTH SUBCULTURES, SOURCE: HTTP://WWW.DISCOVERSOCIOLOGY.CO.UK/YOUTH- SUBCULTURES/CLASSIC-YOUTH-SUBCULTURES 95 FIGURE 29: MOTIVATIONS & ATTITUDES AMONGST YOUNG PEOPLE TOWARDS PHYSICAL ACTIVITY/SPORT 95 FIGURE 30: SPORT ENGLAND YOUTH PERSONALITIES 96 FIGURE 31: KEY FINDINGS AND FUTURE RECOMMENDATIONS 105 7 Executive Summary Background: Building on LDP and Tour de Yorkshire 2018 insight Doncaster Metropolitan Borough Council (DMBC) commissioned Leeds Beckett University to carry out a previous social impact assessment for their section of the 2018 Tour de Yorkshire (TdY) route through their status as a Sport England Local Delivery Pilot (LDP). The overall aim being to use an evidence-led approach to develop insight around understanding the social impacts of large-scale sports events on local communities, and levels of resident physical activity. The TdY 2018 race was used as an opportunity to pilot a new and innovative practical approach to