Evaluating the impact of the Dirk Hartog Voyage of Discovery December 2016 Contents Scope of engagement Executive summary Event attendance Visitor event satisfaction Economic impact 03 08 11 17 21 The impact on The social impact of the Planning for future Appendix 26businesses 33event 40events 44 2 Scope of engagement 2016 marks the 400th anniversary since Dirk Hartog first landed on Australian soil – Background the first recorded European to do so. From 21 to 25 October, the Shire of Shark Bay (Shire) hosted a series of events to commemorate this significant piece of Australia’s history, and Western Australia’s proud cultural heritage. This ‘Voyage of Discovery’ Festival was expected to attract a number of visitors to the area. Given the significant investment in the event, the Shire was seeking to measure the overall impact of the event. The key objectives of the engagement were to: Economic Perceived Social impact Guide the Impact on impact and benefits for planning of the Shire of for local the local future Shark Bay businesses community festivals 4 Methodology 1 2 3 Economic Impact Social Impact Business Impact • A 7 minute face-to-face survey was • A 7 minute online survey was • A 5 minute online survey was conducted randomly with event conducted with Shire residents. conducted with local businesses attendees at key locations throughout likely to be impacted by the Festival the event • An open survey link was distributed (i.e. accommodation providers, tour via text message, posted on the operators, food and beverage • In total, n=271 interviews were Shire website and broadcasted via outlets). conducted resulting in a margin of the community Facebook page. error of ±5.84% at the 95% • Volunteers conducted a mail drop to confidence level. • Reminders were conducted via text each business personally inviting message and telephone (where them to participate in the study. appropriate interviews were conducted over the phone). • Follow-up calls were made to businesses and where appropriate • In total, n=77 residents completed the interviews conducted over the phone. survey, resulting in a margin of error of ± 10.71% at the 95% confidence • In total, n=12 businesses (of 41) level. completed the survey, resulting in a margin of error of ±24.09% at the 95% confidence level. 5 Estimating the economic impact Step 4: Estimating any other money Step 1: Estimate the number of that left the destination due to the people that visited the destination event for the event Metrix utilises the direct expenditure model which is Key Stages in recognised by many independent Estimating industry experts as best practice in Economic measuring economic impact. Impact The primary objective of an economic impact evaluation is to measure the amount of money that enters a location as a result of an event. Step 3: Estimating any other Step 2: Calculate the money that entered the destination average spend in the due to the event destination per visitor Information sources used in the expenditure model Evaluation stage Information sources used • Face-to-face survey conducted randomly with event attendees. Estimate the number of people that Stage 1 • Online survey conducted with Shire residents. visited the destination for the event • ABS Shire of Shark Bay population data. Calculate the average spend in the Stage 2 • Face-to-face survey conducted randomly with event attendees. destination per visitor Estimating any other money that • Interviews with organisations based outside of the Shire with some entered the destination due to the Stage 3 involvement in the event. event Estimating any other money that left Stage 4 • Interviews with the Shire of Shark Bay and Strut and Fret regarding the destination due to the event event expenditure. 7 Executive Summary The Dirk Hartog Voyage of Discovery had a strong positive impact economically and socially Economically the event was successful in generating new money for the both the Shire and greater Gascoyne region: 01 • $3.89m of new money into the Shire of Shark Bay. • $3.84m of new money into the Gascoyne region. Socially, almost all (97%) residents felt the event had a positive impact on the community. Residents felt the event brought the community together and uplifted spirits. 02 All social impact measures rated strongly, with the strongest being the event creating additional entertainment and new experiences for locals. Businesses operating in tourism related industries experienced a positive impact on sales revenue with an average revenue increase of 40%. 03 The flow on effect of additional brand exposure and tourism benefits to the Shire were also recognised by businesses. 9 Future event planning Repeat Visitor Desired future events Event length Attendance* and activities • Both local residents and visitors have a preference for a 4 day • Half (49%) of intrastate visitors at • Local residents have a strong event. Dirk Hartog would attend a similar preference for future events to be event in 2017. centred around a music or concert: • Visitation outside of WA would be limited, with the majority (75%) • 92% appealing component unsure or unlikely to attend. • 68% most preferred • Repeat visitation at an event • However, visitors have more beyond 2017 increases amongst diverse desires with food markets, both Intrastate (75%) and Non-WA sailing events and historic displays visitors (48%). also thought to be appealing. *Caution: Intention does not translate directly into behaviour. We need to be mindful of the scale of event visitors experienced and potential barriers (e.g. time, cost, other experiences) to travel to the Shire again. 10 Event attendance Estimating the number of Festival Attendees required Estimating the modelling information from multiple sources. number of Festival The first step was to estimate the number of event attendees living in the Shire. The survey with Shire residents helped us to Attendees understand the incidence of attendance to the Voyage of Discovery Festival. This was then modelled with the latest Shire of Shark Bay population data to estimate the number of attendees living in the Shire. The second step in the calculation process was to understand the incidence of attendees from different geographic locations - this comes from the survey conducted with Festival Attendees. Combining this data with the estimated Shire attendance allowed us to estimate the number of Festival Attendees. 12 The Dirk Hartog Voyage of Discovery Visitors to Shire for Local Shire was attended by over another reason Residents 19% 12% 7,500 people 1,441 910 Total Festival Visitor attendance is split by those Attendees in the Shire specifically to attend 7,560 the event, and those who were visiting for another reason. Visitors to Shire for event 69% 5,209 Three quarters of International Visitors visitors in the Shire 4% 187 Elsewhere Gascoyne specifically for the Interstate Visitors Residents 11% 11% event were from 568 548 outside the Gascoyne region Net Non-Gascoyne Visitors Total Unique 89% Visitors 5,209 4,661 Intrastate Visitors 75% 3,906 Modelled from Crowd Interviewing and post event Community Survey 14 Attendance was high across all days, though dipped on Monday and Tuesday In particular, many living elsewhere in the Gascoyne appear to have made the event a weekend trip. Average Days Attended Shire Residents 3.9 Event Days Attended Elsewhere Gascoyne residents 3.8 Other-WA 4.3 Shire Residents Elsewhere Gascoyne Residents Other-WA Visitors Non-WA Visitors Non-WA 3.7 100 100 96 95 95 84 84 85 83 81 83 81 85 74 75 74 80 69 63 66 58 60 42 40 % of %Event Attendees 20 4 0 0 0 0 Friday 21 October Saturday 22 October Sunday 23 October Monday 24 October Tuesday 25 October I did not attend Shire Residents n=77 | Gascoyne Residents n=19 | Other-WA Visitors n=130 | Non-WA Visitors n=27 Q. On what days did you attend Dirk Hartog Voyage of Discovery Festival events and activities? 15 The Outdoor Concert Events and Activities Attended and Duyfken were the Shire Residents Visitors 77 The Duyfken 76 77 most attended events Outdoor Concert 69 73 Pyrophone Juggernaut 69 69 for Shire locals Opening Ceremony 65 69 Discovery Hub 87 66 However, for Visitors the Discovery Batavia Longboat 77 64 Hub was most visited. Closing Ceremony 50 62 ND5 Exhibition 76 62 Opening of the Foreshore and Art Piece 53 57 Shark Bay Entertainers 72 55 Spiegeltent Series 57 53 Moda 1616 74 42 Golden Age 1616 Ball 18 Average Events and Activities 40 Sail in Parade 53 Attended 30 Mapping the West 43 13 Shire Residents Visitors Ocean Classic 30 6 Cape Inscription Commemorative Event 10 9.2 10.1 5 The STS Leeuwin II 15 4 The STS Young Endeavour 17 4 None of the above 0 Shire Residents n=77 | Visitors n=176 0 20 40 60 80 100 Q. Did you personally attend any of the following Dirk Hartog Voyage of Discovery events and activities? % Event Attendees 16 Visitor event satisfaction Event satisfaction is high amongst all visitor groups Visitor Overall Experience Poor Okay Good Very Good Excellent Total Very Good/ Excellent Intrastate Visitors 3 8 40 48 88 Non-WA Visitors 4 4 56 36 92 % Visitors Intrastate Visitors n=149 | Non-WA Visitors n=27 Q. Thinking about your entire experience so far at the Dirk Hartog Voyage of Discovery Festival how would you rate your overall experience? 18 The friendly Event Highlights atmosphere was the Friendly atmosphere and people 31 major event The Tallships 17 highlight for visitors The foreshore development 12 The Outdoor Concert 8 The entertainment/ everything in general 7 Free events 7 History 7 Speigel Tent 7 The 1616 Ball 6 The Pyrophone Juggernaut 6 The relaxed and friendly Weather 4 people and atmosphere! Location 4 The Opening Ceremony 3 The general buzz and the fact the Too early to comment 5 Shire has put in so much effort! Other 13 0 20 40 Visitors n=176 Q.