Economic and Social Impact of the Tour de Yorkshire Lucy Mccombes and Steve Jones School of Events, Tourism and Hospitality Management Leeds Beckett University

TdY economic impact 2018 https://www.britishcycling.org.uk/road/article/20171205-road-Tour-de-Yorkshire-and-Asda-Women%E2%80%99s-Tour-de-Yorkshire-routes-announced-for-2018-0 “IMG_0088” by “Sue Jackson” Licensed under a Creative Commons Attribution 2.0 Generic (CC BY-NC-ND 2.0). Accessed 24 April 2019. http://https://www.flickr.com/photos/sue_jackson/15376733876

https://letour.yorkshire.com/gallery/

The data Data collected at a variety of points along the 958km of the race on all four days 2.6m spectators Spectators are watching more of the race - the average spectator watching 1.39 times. 1.87m unique spectators 3003 respondents - 48% at the event, 52% on-line Additional focus on social impacts - Doncaster

Overall impact Increase in spectators from 1.5m (2015) to 2.6m (2018) (173%) Increase in days with two races on 3 out of the 4 days Economic impact assessed at £98m Largest increase was on accommodation spend 21% from outside of Yorkshire or from abroad Increased in length of bookings Increased amount spent on accommodation Evidence of spending beyond the tour Cycle retailers increased sales Benefit to other events Yorkshire produce “In Garforth, for instance, businesses reported two weeks’ earnings in the space of 24 hours, in Richmond, all 12 cash machines ran out of money on the day they hosted the start of stage three and in Beverley, cafes there told us they’d had their busiest day all year.” Welcome to Yorkshire - press release 2018

Promotional value Difficult to put a price on promotional value, the outcomes have increased => substantial. Social media reach 94.6m 3.4m page views from 165 countries (a 78% increase from 2017) Online footage at 1.1m views (32% increase from 2017). Race broadcast for a total of 1,270 hours in 190 territories 12.5m TV viewers (up 128% from 2017) 282 of World’s media present over four days

… the spectators said

TdY social impact 2018

Why? Better understand nature of community benefits of TdY Evidence benefits to justify continued funding & ensure relevance to society/local communities Shape planning of future large-scale sporting events in Doncaster/beyond TdY widely believed to have a powerful legacy of social benefits

What? Community & personal wellbeing Sense of civic pride Sense of community spirit Physical activity levels Community engagement Practical interventions to maximise local benefit Practical interventions to influence physical activity behaviours Looking in particular at the social impacts of TdY in Doncaster in a number of key areas

93.7% Findings Well being 3.19 Civic pride 3.51 Community 3.24 Event survey respondents stated that their experience of the TdY was very positive or positive All show a positive change Note: scores out of 5 93.7% Scores for: Well being 3.19 Civic pride 3.51 Community 3.24 Community of Doncaster welcomes this event 93.7% of respondents stated within the event survey that their experience of the TdY was very positive or positive

Overview of the level of community engagement Nature of community engagement in the TdY, identifying local opinions on: barriers and enablers to involvement priorities for improving the impact of the event on wellbeing and local benefit perspectives on non-involvement how to increase involvement The graph gives an overview of the level of community engagement of those residents that took part in the research, illustrating how the nature of engagement, level of participation and empowerment of local residents in the TdY varies. In practice, a higher level of engagement was found amongst key community activists, event organisers and local community development initiatives/projects who act as catalysts for wider, often lower level, participation of their communities They act as key ‘gate keepers’ encouraging wider engagement in the TdY event and physical activity more broadly so should be at the heart of future interventions aimed at maximising local benefit.

Thank you Any questions?