❓ A parliamentary question seeks details on the methodology used to evaluate the economic and media impact of major events like the Red Bull Air Race and Rally Australia in Western Australia, including changes to the methodology and the government's expected return on investment.
AnsweredQoN 1546Legislative Assembly
QuestionView source ↗
(1) What is the exact methodology that is used to calculate event evaluation such as the Red Bull Air Race and Rally Australia?
(2) Has the event evaluation methodology changed at all in the past 5 years, and if so –
(a) what were the changes;
(b) when were the changes made; and
(c) who authorised the changes?
(3) Can the Minister explain the importance of having event evaluation methodology and why it is important to be able to accurately compare events over time?
(4) Does the Government have a minimum standard return for events and if so, what is that rate of return?
(5) What is the purpose of the minimum standard?
(2) Has the event evaluation methodology changed at all in the past 5 years, and if so –
(a) what were the changes;
(b) when were the changes made; and
(c) who authorised the changes?
(3) Can the Minister explain the importance of having event evaluation methodology and why it is important to be able to accurately compare events over time?
(4) Does the Government have a minimum standard return for events and if so, what is that rate of return?
(5) What is the purpose of the minimum standard?
AnswerView source ↗
Answered
31 October 2006
Responded by
Minister for Tourism
Response time
33 days
(b) when were the changes made; and (c) who authorised the changes?
(c) who authorised the changes?
research and Media Impact research. i) Economic Impact Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
i) Economic Impact Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
"Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(5) Not applicable.
(c) who authorised the changes?
research and Media Impact research. i) Economic Impact Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
i) Economic Impact Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Tourism Western Australia (Tourism WA) contracts an independent agency (currently called Synovate) for all of its Economic Impact event evaluation research. The formula used to evaluate the economic impact is listed below. The sampling methodology for items i), ii), iii) and iv) below differs for each event and is the intellectual property of Synovate and hence has not been detailed. "Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
"Number of people who visited Western Australia due to the event (i)" multiplied by "average spend in Western Australia per visitor type (ii)" equals "spend by visitors in Western Australia due to the event" then add "other money that entered Western Australia as a result of the event (iii)" minus "Western Australian money that left Western Australia due to the event (iv)" equals "direct spend in Western Australia due to the event". The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The "direct spend in Western Australia due to the event" is then divided by the "investment by EventsCorp" to result in the "return on EventsCorp's investment". ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
ii) Media Impact Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Tourism WA contracts an independent agency (SiS - Sponsorship Information Services, part of Media Monitors) for all of its Media Impact event evaluation research. The formula used to evaluate the media impact is listed below. SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
SiS' global television media value methodology takes into account the following key factors: 1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
1. Clear Brand exposure - i.e. Visit Perth or Western Australia, etc 2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
2. The actual audited number of people watching each individual broadcast 3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
3. The cost of reaching that audience on that particular network 4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
4. The researched weighting of each source of exposure The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The key to SiS' methodology is the actual number of people watching each broadcast. If the audience is high, then the impact of the relevant brand exposure will be high. Equally, brand exposure has little impact if a television audience is low because the number of viewers who actually see that exposure is minimal. Moreover, if there is no one watching the coverage, then that broadcast can no have no impact. In addition, each source of exposure is allocated a weighting as each source has a different level of impact on the viewer. SiS conducted extensive consumer research to develop these weightings, which have been universally adopted by more than 300 corporate and government clients worldwide. The final result is a Media Value, which is displayed as a dollar value for benchmarking purposes. Importantly, all factors that determine a brand's media value are objective, rather than subjective and the methodology is completely transparent. (2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(2) The broad methodology for evaluating events has remained relatively consistent over the last five years, with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
with some refinements in the earlier years. The methodology for assessing economic impact (i) above is based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
based on the collection of detailed visitor expenditure data using face-to-face surveys with event attendees. Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Using this approach, the amount of visitor expenditure that occurs in Western Australia directly due to an event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
event (ie. direct in-scope expenditure) has been the consistent baseline measure collected over time across different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
different events. However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
However, four to five years ago, different econometric modelling techniques were applied to this direct in-scope expenditure to subsequently estimate the economic flow-on effects of events throughout the Western Australia economy (ie. economic impact). After trialling several different economic modelling approaches, it became apparent that there was a great deal of variation in the results obtained from different modelling techniques, and with different economists, due to the different assumptions used within each approach. As a result, it was agreed with the Department of Treasury and Finance, and supported by the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used by Tourism WA as the standard methodology for estimating the economic value of events. Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Up until 2002, Tourism WA used output multipliers as the official measure of economic impact of events, as did many State and Territory event organisations. Notably, the multipliers adapted at that stage, and for years preceding it gave an over inflated value of the economic impact of the event. An agreed, consistent, nationwide event evaluation methodology did not actually exist at this time. During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
During 2002-03, Tourism WA trialled the use of computable general equilibrium (CGE) modelling, a more complex economic analysis method that was designed to more accurately measure the economic impact of events. However, this was found to be prohibitively expensive to undertake in many instances (particularly when compared to event funding for small to medium sized events), and also contained many assumptions that tended to vary between economists, thereby having a large impact on the final result. From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
From 2003 onwards Tourism WA agreed with the Department of Treasury and Finance, with support from the Sustainable Tourism Cooperative Research Centre, that direct in-scope expenditure would be used as the standard methodology for estimating the economic value of events. Following Tourism WA's proactive involvement and leadership on this matter with the Sustainable Tourism Cooperative Research Centre, many other States and Territories are now also using direct in-scope expenditure to estimate the economic value of events. Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Whilst the current methodology was endorsed by the Department of Treasury and Finance, Tourism WA initiated the changes in order to provide more accurate measurement of the economic impact of events. (3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(3) The primary objective of measuring direct spend is to provide EventsCorp with a robust measure of the money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
money that has entered Western Australia as a result of an event. This is then used to calculate the return on investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
investment for Eventscorp's sponsorship of the event. Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
Whilst events have multiple objectives it is important to compare direct spend results between different events and different years of the same event. It is also important to understand the difference between the feasibility study conducted pre-event and the actual results. Results are also used to help calculate the feasibility for events being considered that have some similarity to events previously measured. The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
The results are also used to promote the value of an event to the local community, to demonstrate to current/potential event sponsors the economic value of holding an event in Western Australia and also to provide feedback to event organisers on how to improve their event in the future. (4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(4) I refer to my answer to Question 1287 on 13 September 2006 and my answer. (5) Not applicable.
(5) Not applicable.
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