Conwy County Borough Council
Events Evaluation
2014 Colwyn Bay 1940s Festival
May 2014
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Event evaluation – 2014 Colwyn Bay 1940s Festival
1 Introduction This report provides a summary of the findings from the event evaluation questionnaires and face to face interviews for the Colwyn Bay 1940s festival. The event took place between the 12th and 13th April 2014. It is estimated that there were around 10,000 people in attendance over the two day event. 179 questionnaires were completed which represented 518 people.
2 Analysis of spend and local 1 economic benefit Based on a model produced by Sheffield Hallam University using information collected in the questionnaires and standard national multipliers, the local economic benefit of the event has been estimated at £249,000. This figure includes over £86,000 for the accommodation sector, £148,000 spent locally in shops and cafes and £15,000 spent by the event organisers on services in the local economy.
The direct economic impact of the event this year has significantly increased to £249,000 compared to last year’s estimate of £160,000, despite a reduction in attendance. The factors that influenced this include:
1. Although fewer people attended, there was a higher percentage of people from outside of the area, at 43% compared to 36%.
2. Of these visitors a higher percentage were staying overnight in paid accommodation (23% compared to 13%) and on average people this year stayed three nights compared to one night in 2013. This was not only beneficial to the Colwyn Bay area as many respondents stated that they were staying in the surrounding areas of Llandudno, Llanddulas and Abergele.
3. The timing of the event this year also contributed to the increase in visitors from outside the local area. The event was held over 12 th to 13 th April which coincided with English Easter school holiday and was the start of the Easter holidays in Wales.
Taking these factors into account, the figure of £249,000 economic spend could be accepted as a encouraging estimate, however, it should be highlighted that the sample size of the survey is relatively low at 180 questionnaire completed.
3 Questionnaire responses Where do you normally live? Conwy County 294 57% North Wales 71 14% 70% 57% Other Wales 8 2% 60% North West of England 73 14% 50% Other England 70 14% 40% Scotland 2 0% 30% 20% 14% 14% 14% 10% 2% 0% 0% Conwy County North Wales Other Wales North West of England Other England Scotland
1 When considering the “local” economic benefit, Conwy County Borough Council define local as anywhere within the county borough boundary. This is important to note when looking at the following analysis, where other organisations may be considering the impact on Llandudno town, North Wales or Wales.
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Event evaluation – 2014 Colwyn Bay 1940s Festival
Roughly, how long do you think you will stay in the town today?
60% 51% 50% Up to 1 hour 44 8% 2-3 hours 262 51% 40% 4-5 hours 107 21% 6+ hours 101 19% 30% Did not say 4 1% 21% 19% 20%
8% 10% 1% 0% Up to 1 hour 2-3 hours 4-5 hours 6+ hours Did not say
How much did the 1940s Festival event influence your decision to come to Colwyn Bay today?
100% A lot 393 76% 80% 76% A little 65 13% Not at all 60 12% 60%
40%
20% 13% 12%
0% A lot A little Not at all
How often do you normally visit Colwyn Bay town centre?
Every week (or more often) 224 43% 50% Once or twice a month 105 20% 43% Rarely 149 29% 40% This is my first visit 40 8% 29% 30% 20% 20%
10% 8%
0% Every week Once or twice a Rarely This is my first visit (or more often) month
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Event evaluation – 2014 Colwyn Bay 1940s Festival
Why do you usually visit the town centre? 50% 46% Main weekly shopping 45% 152 46% 40% Top up shopping 131 40% 40% Market 32 10% Banking 23 7% 35% Work 27 8% 30% Eating/drinking 17 5% Visiting family/friends 38 12% 25% Leisure 32 10% 20% Live in the town 7 2%
15% 12% 10% 10% 10% 7% 8% 5% 5% 2% 0% Main weekly Top up Market Banking Work Eating/drinking Visiting Leisure Live in the shopping shopping family/friends town
Note: It was possible to pick more than one option for this question so the percentages above will add up to more than 100%.
Roughly, can you say how much you are spending / intending to spend today (per person)? 100% £10 or less 89 67% 80% £11 to £20 22 17% 67% £21 to £30 10 8% 60% £31 to £40 4 3% £41 to £50 4 3% 40% £50+ 4 3%
17% 20% 8% 3% 3% 3% 0% £10 or less £11 to £20 £21 to £30 £31 to £40 £41 to £50 £50+
Note: The interviews recorded a small number of high value items purchased by visitors to the area for example one visitor purchased a new camera.
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Event evaluation – 2014 Colwyn Bay 1940s Festival
How did you find out about this event? Word of mouth 129 25% Newspaper 85 16% 30% Poster 77 15% 25% Internet 58 11% Other 45 9% Other: Been before 37 7% 20% Other: Family / Friends 36 7% 16% Leaflet or flier 19 4% 15% Other: Local knowledge 18 3% Other: Road signs 8 2% 11% Did not say 6 1% 10% 9% 7% 7%
4% 3% 2% 1% 0% Word of Newspaper Poster Internet Other Other: Other: Leaflet or Other: Other: Did not say mouth Been Family / flier Local Road signs before Friends knowledge
Responses received for ‘other’ include saw the event was on by chance, saw an advertisement in a holiday park magazine and taking part in the event.
Are you staying in the area overnight? 60% A day visitor 109 49% Caravan / campsite 40 18% 49% 50% Hotel 31 14% Friends or relatives 29 13% Guest house / B&B 9 4% 40% Self catering 3 1% Holiday home / holiday caravan 3 1% 30% *Based on 224 responses*
20% 18% 14% 13% 10% 4% 1% 1% 0% A day visitor Caravan / Hotel Friends or Guest house / Self catering Holiday home campsite relatives B&B / holdiay caravan
How many nights are you staying?
50% 47% 1 Night 6 6% 40% 2 Nights 50 47% 3 Nights 24 22% 30% 22% 4 Nights 7 7% 19% 20% 5+ Nights 20 19%
10% 6% 7%
0% 1 Night 2 Nights 3 Nights 4 Nights 5+ Nights
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Event evaluation – 2014 Colwyn Bay 1940s Festival
Where is your accommodation? 60% Colwyn Bay 51 53% 53% Llandudno 20 21% 50% Denbighshire 11 11% Conwy 5 5% 40% Gwynedd 4 4% Kinmel Bay 3 3% Llanddulas 2 2% 30% Abergele 1 1% 21% 15% of respondents were staying in accommodation 20% outside of Conwy County. 11% 10% 5% 4% 3% 2% 1% 0% Colwyn Bay Llandudno Denbighshire Conwy Gwynedd Kinmel Bay Llanddulas Abergele
How could we improve this event in the future?
A wide range of commentary was received in relation to how the event could be improved. Below is a list of suggested improvements for the event in the future:
1. Improved signage / information for visitors. Some found the flyers confusing. 2. Café with outside seating to keep people in the area longer. 3. A parade. 4. More advertising. One visitor claims to have asked at Llandudno TIC who had no information about the event. Some asked for more advertising in local papers for other parts of North Wales. 5. More on street entertainment and more interaction between the enactors and the public. 6. More for children to do. 7. Improved parking. 8. More exhibits on Station Road which looked quite bare. 9. More stalls.
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