Final Report for Fife Sports and Leisure Trust Ltd
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FSLT: Measuring the real value of Sport and Physical Activity in Fife Final Report for Fife Sports and Leisure Trust Ltd: Measuring the real value of Sport and Physical Activity in Fife December 2012 Prepared by: Axiom Consultancy (Scotland) Ltd 38 Queen Street Glasgow G1 3DX 0141 548 8079 [email protected] www.axiomconsultancy.co.uk _________________________________________________________________________________ FSLT: Measuring the real value of Sport and Physical Activity in Fife Contents Page Section 1: Introduction and methodology 1 Section 2: Profile of FSLT 4 Section 3: Profiling FSLT service users 6 Section 4: Quantifying economic impact 11 Section 5: Impact on partnership working 14 Section 6: Estimating the social return on investment of FSLT’s Health & 18 Wellbeing programmes Section 7: Conclusions and recommendations 21 Appendices: Appendix 1: Profile of FSLT Appendix 2: Economic impact tables Appendix 3: Social impact tables Appendix 4: Partnership programmes Appendix 5: List of local suppliers _________________________________________________________________________________ FSLT: Measuring the real value of Sport and Physical Activity in Fife Section 1: Introduction and methodology Background Fife Sports and Leisure Trust Ltd (FSLT) assumed responsibility for the management and operation of sport and leisure facilities on behalf of Fife Council in 2008. It provides sports and leisure services under the terms of a service agreement with Fife Council which requires FSLT to deliver on three strategic priorities: Widening the level of participation in sport and active recreation Developing opportunities and pathways for people to take up and fulfill their potential in sport Provide good quality, adequately resourced facilities and services which meet the needs and aspirations of Fife residents and visitors to the area. Sport is recognised as having a key role in economic and social regeneration as well as entertainment, identity building, tourism and destination marketing. The Scottish Government's vision for a successful Scotland is underpinned by sport contributing to all five of its strategic objectives of making Scotland wealthier and fairer, smarter, healthier, safer and stronger and greener. In “Reaching Higher: Building on the success of sport 21" the Scottish Government clearly sets out its vision for sport in Scotland and its perceived potential for it to actively contribute to key issues in Scottish life including: Promoting physical wellbeing, including tackling obesity Promoting mental wellbeing, contributing to improved self esteem and confidence Building strong, vibrant and cohesive communities Closing the opportunity gap and increasing participation amongst the most disadvantaged groups Providing diversionary activities particularly in the most disadvantaged communities Promoting volunteering Enhancing the economy and tourism opportunities. However, despite the growth of sport over the years, the Scottish population in general is inactive and at increasing risk of health conditions associated with inactivity including obesity, coronary heart disease and strokes. The Scottish Government strategy for physical activity "Let's Make Scotland More Active" seeks to address the issue of physical inactivity by encouraging people to participate in physical activity for at least 30 minutes most days of the week. Indeed in research conducted by the University of Glasgow in 2010 it was found that nearly every adult in Scotland is burdened with at least one major lifestyle risk factor (smoking, heavy drinking, lack of exercise, poor diet or obesity) and 55% of the population are coping with three or more risk factors. This places a heavy burden on health and social care services in supporting people with their treatment and care. Research Delivery of the FSLT strategy since 2008 has resulted in increased attendances at FSLT's leisure facilities, the introduction of a range of new programmes aimed at widening participation in sport and leisure and considerable investment in new facilities and services. _______________________________________________________________________________________________________ www.axiomconsultancy.co.uk 1 FSLT: Measuring the real value of Sport and Physical Activity in Fife FSLT also works in partnership with other key agencies in Fife to support and deliver national priorities and cross cutting agendas aimed at improving the health and wellbeing of the local population and encouraging active citizenship. Its ongoing strategy aims to build on this success developing an independent, vibrant and sustainable business with a strong customer base and a growing market share in the industry. FSLT, however, recognises the potential risk to its future strategy posed by reductions in public sector funding which may affect both it and its partner agencies and is seeking ways to maximise its commercial opportunities and enhance its economic and social impact in Fife. FSLT therefore commissioned a programme of data mining and economic modelling which aimed to assess and measure the real value of its services to the people of Fife. The study aimed to: Provide a profile of current users of FSLT leisure services in terms of demographics, service utilisation and economic value Quantify FSLT's economic value Estimate its impact on its partners' strategies Determine the social impact of FSLT’s health and wellbeing programmes. Methodology In order to achieve the study’s objectives it was necessary to: Profile the services provided by FSLT and the people using them Identify and source published and unpublished economic datasets which could be used in assessing FSLT's contribution to the Fife economy Identify and source published and unpublished indicators which could be used in assessing FLST's contribution to active citizenship in Fife. To facilitate these outcomes, a combination of data mining, desk research and economic modelling was adopted. Data mining FSLT collect a considerable amount of information from the users of their service, from people who purchased membership of Leisure Active (FSLT's leisure membership scheme) as well as from casual service users and members of clubs and organisations. A programme of data mining was conducted on the customer database managed by FSLT, following a detailed information specification, which sought to: Profile the demographics of customers by facility and services used Profile the utilisation of the infrastructure in terms of which facilities are used most often and which product areas are most and least used Provide an analysis of the economic return from the existing product mix. Profiling the demographics The information on the customer database was analysed to establish the total number of users and their breakdown in terms of age, gender and location by membership type. This was used to establish what proportion of the local population currently used the facilities _______________________________________________________________________________________________________ www.axiomconsultancy.co.uk 2 FSLT: Measuring the real value of Sport and Physical Activity in Fife and whether there are particular demographic groups that currently do not engage with the service. Utilisation The data was also analysed to establish which facilities, services and products were most and least used, which facilities, services and products generated the most income and also to establish the average spend per customer. This information was used in the calculation of FSLT's economic GVA. Desk research In addition to information provided by FSLT, an on-line literature review was conducted to identify and source any additional reports and documentation to further inform the development of the economic and social indicators to be used in the impact assessment. Economic modelling Data relating to each of the agreed economic indicators was analysed using the National Income Accounting Model to provide a baseline estimate of the contribution of FSLT to the Fife economy. This Model forms the basis of the UK National Accounts and uses the principle of added value to determine the Gross Value Added (GVA) to the economy – this indicates the contribution of FSLT to the economy. The economic impact assessment used, where possible, economic data from official statistics and supplemented this, where required, with primary data collected from FSLT. Due to gaps in available data, some calculations have been based on estimates and proxies. The estimates and proxies used are detailed in the economic tables contained in Appendix 2. Analysis of indicators relating to health, crime and education was also conducted and used to estimate FSLT's social contribution in Fife as well as the cost of non-participation in sport. The remainder of this report outlines the key results from the impact assessment. _______________________________________________________________________________________________________ www.axiomconsultancy.co.uk 3 FSLT: Measuring the real value of Sport and Physical Activity in Fife Section 2: Profile of FSLT Purpose FSLT was established in April 2008 as a non-profit distributing organisation, limited by guarantee and has charitable status. Its mission is to: "Provide opportunities for customers to enjoy regular participation in sport and recreation as part of a physically active lifestyle". In addition to its objectives outlined in its service agreement with Fife Council, FSLT as a registered charity is also required to meet the following charitable