Trade bodies attempt "industry standard" event evaluation toolkit

Tom Hall, 04 March 2010

Organisations including VisitBritain and UK Sport have produced a toolkit for evaluating the social, economic, environmental and media impact of major sporting and cultural events.

Figures from event industry bodies met today (Thursday, March 4) to unveil EventImpacts, at the annual Legacy Lives conference in the Raddison Edwardian New Providence Wharf, London.

The toolkit is an attempt to create an industry standard for evaluating the impact of an event and it's profitability.

It was created by UK Sport, VisitBritain, Event Scotland, the London Development Agency, the North West Development Agency, Yorkshire Forward and Glasgow City Marketing Bureau.

It is targeted primarily towards event owners, funders, sponsors and event industry employees across the UK.

"EventImpacts ensures that event organisers can freely access the support and guidance necessary to measure and evidence the significant benefits that we know flow from hosting major events," said UK Sport chief operating officer Liz Nicholl OBE.

Pilot research for the toolkit focused on six events the UK in summer 2008: IRB U20 Rugby World Championship in Wales, Edinburgh International Film Festival, World Pipe Band Championships and Piping Live, both in Glasgow, BUPA Great Yorkshire Run in Sheffield, Tour of Britain Finale from Blackpool to Liverpool and the London Freewheel cycle event.

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