ECONOMIC IMPACT & BENEFITS' STUDY FINAL REPORT Submitted to: Tim Hunt Marketing and Communications Director Ryder Cup Europe LLP Wentworth Drive, Virginia Water Surrey, GU25 4LX and Research Partners Submitted by: Richard Coleman / Girish Ramchandani Sport Industry Research Centre Sheffield Hallam University A118 Collegiate Hall Collegiate Campus Sheffield, S10 2BP Tel: +44 (0)114 225 5924 Email: [email protected] 19th March 2015 The Ryder Cup 2014 - Economic Impact and Benefit Study TABLE OF CONTENTS LIST OF FIGURES & TABLES .............................................................................................................................. ii 1. INTRODUCTION ........................................................................................................................................... 1 1.1. Research Aims ............................................................................................................................................. 1 1.2. Report Structure ......................................................................................................................................... 2 2. APPROACH .................................................................................................................................................. 2 3. SAMPLE PROFILE (SPECTATORS) ................................................................................................................. 3 4. ECONOMIC IMPACT .................................................................................................................................... 6 4.1. Overview ..................................................................................................................................................... 6 4.2. Spectators ................................................................................................................................................... 8 4.3. Other Attendee Groups ............................................................................................................................ 14 4.4. Organisational Spend ................................................................................................................................ 21 4.5. Direct and Total Economic Impact ............................................................................................................ 21 4.6. Total Economic Activity ............................................................................................................................. 22 5. OTHER SIRC RESEARCH FINDINGS ............................................................................................................. 23 5.1. Spending with Scottish Contractors and Suppliers ................................................................................... 23 5.2. The Gleneagles Resort .............................................................................................................................. 23 5.3. Transport Legacy ....................................................................................................................................... 24 5.4. Official Charities ........................................................................................................................................ 25 5.5. Accommodation Providers' Survey ........................................................................................................... 25 5.6. Business Survey ......................................................................................................................................... 27 5.7. Survey of Golf Clubs in Scotland ............................................................................................................... 29 5.8. Spectator Perceptions ............................................................................................................................... 32 5.9. YouGov Omnibus Survey ........................................................................................................................... 35 5.10. Scottish Occupancy Survey ..................................................................................................................... 36 5.11. Volunteer Survey .................................................................................................................................... 36 6. OTHER RESEARCH ..................................................................................................................................... 39 6.1. Media Evaluation (based on data provided by Repucom) ........................................................................ 39 6.2. Environmental Impact Management ........................................................................................................ 42 6.3. Ryder Cup - Education ............................................................................................................................... 43 6.4. Influence on Golf Events in Scotland ........................................................................................................ 45 7. CONCLUSIONS ........................................................................................................................................... 46 APPENDIX A: AT-EVENT SPECTATOR SURVEY ................................................................................................ 48 APPENDIX B: SPECTATOR DEMOGRAPHICS ................................................................................................... 50 APPENDIX C: SPECTATOR COMMENTS FROM THE ONLINE SURVEY .............................................................. 51 i The Ryder Cup 2014 - Economic Impact and Benefit Study LIST OF FIGURES & TABLES FIGURE 2.1: GEOGRAPHY OF THE SCOTTISH AND PERTH & KINROSS ECONOMIES ........................................................................................................................ 2 TABLE 2.1: RESPONSES FROM KEY INTEREST GROUPS ................................................................................................................................................................... 3 FIGURE 3.1: SAMPLE DEMOGRAPHICS ........................................................................................................................................................................................... 4 FIGURE 3.2: SPECTATORS' PLACE OF DOMICILE ............................................................................................................................................................................. 4 FIGURE 3.3: DISTRIBUTION OF RESPONSES BY UK BASED SPECTATORS ......................................................................................................................................... 5 FIGURE 3.4: DISTRIBUTION OF RESPONSES BY OTHER (MAINLY) EUROPEAN BASED SPECTATORS ................................................................................................ 5 FIGURE 3.5: DISTRIBUTION OF RESPONSES AROUND THE WORLD (EXCLUDING THE UK) .............................................................................................................. 6 FIGURE 4.1A: ECONOMIC ACTIVITY IN SCOTLAND ......................................................................................................................................................................... 6 FIGURE 4.1B: ECONOMIC IMPACT OVERVIEW ............................................................................................................................................................................... 7 TABLE 4.1: TREATMENT OF EXPENDITURE BY ATTENDEES AND ORGANISERS................................................................................................................................ 7 FIGURE 4.2: OVERVIEW OF ADDITIONAL EXPENDITURE BY ELIGIBLE SPECTATORS ........................................................................................................................ 8 TABLE 4.2: DERIVATION OF ELIGIBLE SPECTATOR NUMBERS FOR ECONOMIC IMPACT ESTIMATES ............................................................................................... 8 TABLE 4.3: RYDER CUP EVENT SPECIFIC SPECTATOR CHARACTERISTICS......................................................................................................................................... 9 FIGURE 4.3: OVERVIEW OF SPENDING BY ELIGIBLE SPECTATORS DURING RYDER CUP WEEK ....................................................................................................... 10 TABLE 4.4: ACCOMMODATION SPEND BY ELIGIBLE SPECTATORS DURING RYDER CUP WEEK ...................................................................................................... 10 TABLE 4.5: NON-ACCOMMODATION SPEND BY ELIGIBLE SPECTATORS DURING RYDER CUP WEEK .............................................................................................. 10 TABLE 4.6: ITEMISED BREAKDOWN OF NON-ACCOMMODATION SPEND DURING RYDER CUP WEEK ........................................................................................... 11 FIGURE 4.4: OVERVIEW OF SPENDING BY ELIGIBLE SPECTATORS PRE/POST RYDER CUP WEEK .................................................................................................... 11 TABLE 4.7: ACCOMMODATION SPEND BY ELIGIBLE SPECTATORS PRE/POST RYDER CUP WEEK .................................................................................................... 11 TABLE 4.8: NON-ACCOMMODATION SPEND BY ELIGIBLE SPECTATORS PRE/POST RYDER CUP WEEK ..........................................................................................