Event Evaluation Perspectives from the National Trust Presentation prepared by: Stephen Calver, Head of the Market Research Group Celia Mead, Customer Services Manager, The National Trust Thursday 11 th January

Size and scope The National Trust offers over 10,000 events per annum in England, Northern Ireland and Wales These generate over £5mn of direct revenue The National Trust is a charity that relies upon its commercial efficiency to achieve its conservation aims.

Why evaluate? To measure the extent of engagement and understanding Have visitors enjoyed themselves? How can operational efficiency be improved? How can marketing and planning be better targeted?

Classification of events ‘Value added’ events Interpretative walks and tours Income generating events Temporary exhibitions Large scale public events – private hire

The dataset The data for evaluation is obtained from three primary sources National Heritage Survey National Visitor Survey Events Survey

Target Groups ABC1/C2 Socio economic groups (Market Research Society Algorithm) MOSAIC Geo-demographic analysis from postcodes Members/ Non members of the National Trust Young families – children 0-11yrs Older families – children Independents Older independents

National Heritage Visits Survey Conducted annually, national coverage to evaluate role of heritage visits in the national leisure ‘portfolio’ Questions derived from small group, qualitative research Quota sampling, face to face interviewing of sample population Data collected since 1998

National Visitor Survey All large properties (by visitor number) nationwide participate plus a sample of smaller properties and ‘open site’ properties. Questions derived from qualitative research. Self completion questionnaire, control groups of face to face interviews, depth interviews Data collected since 2000 nationally; since 1992 for some regions of the National Trust Database of over 250,000 cases

Events Survey Introduced in 2006 in the Wessex Region Questions derived from qualitative research Quota sampling, face to face interviewing at key properties

The Heritage Visits Survey 2006 survey includes 5 questions specifically investigating attitudes and behaviour regarding events at historic properties. The following slides give details from two of them Battle enactments at Corfe Castle Egyptian Art exhibition at Kingston Lacy

‘Would you be interested in any of the following activities at National Trust properties’? % Heritage visits survey 2006 Base 827

‘Have you attended any of the following types of event at an historic property during the past 12 months?’ % Heritage visits survey Base 827 ‘Special Days’ e.g Apple Fairs, Book Fairs

The National Trust Visitor Survey

What was the purpose of your visit today? Please tick one box only Pay for entry, Non event specific % To see the house26 A nice day out15 To see the gardens14 To go for a walk7 Interest in history7 To be with family & friends7 Beautiful places4 Things for children to do3 To show family/friends3 Tearoom/restaurant3 Enjoy the peace & quiet2 To relax2 Special event2 Shop1 Interest in art1 Exhibition1 The top six motivators include a mix of pragmatic factors (house, garden, walk) and experiential (a nice day out) National Visitor Survey Base 37520

There is a strong link between purpose of visit and length of stay at the property (and therefore spend). The average proportion of the visitor population staying longer than 3hrs at National Trust properties is 31% There are 5 motivational categories that stay longer than average To Show Family and Friends - 46% more than 3 hrs A Nice Day Out - 45% more than 3 hrs To attend an event - 40% more than 3hrs Interest in Art - 36% more than 3hrs Things for Children to do - 34% more than 3hrs 2006 National Visitor Survey Base 37520

Do event visitors have a different planning schedule to other visitors? % 2006 National Visitor Survey Base 37520

Which media prompted the visit? % 2006 National Visitor Survey Base 37520

Television and film promote specific properties and provide themes for events

Variation in points of origin? % 2006 National Visitor Survey Base 37520

Events Research 2006 Falconry displays and other rural ‘crafts’ are popular with mixed groups Afternoon performances are popular with families

‘Which of the following have provided you with the information to attend an event in the past 12 months’? % 2006 Events survey Base 476

How important was this event in your decision to visit today? (Property Open) % 2006 Events survey Base 476

How important were the following for your visit today? (Property open) Very Important% *‘Entertaining children’ (only respondents with children) 2006 Events survey Base 476

Evaluation of concerts, plays and other ticket events Fifteen categories have been identified which represent critical measures of evaluation by the visitor. There is a strong positive relationship between five of these categories and attendance at cultural events generally. There is a strong positive relationship between five of these categories and motivation to visit ‘Concerts, plays and other events requiring a ticket. How would you rate this event with regard to the following’ Timely promotion of event Very good _ _ _ Very Poor 2006 Events survey Base 476

Example – Evaluation related to attendance at cultural events and motivation to attend event Attendance at cultural events – 4 times a year Timely promotion of the event Ease of booking Ease of obtaining further information Access and parking Seating arrangement Entertaining the children Access and parking Location of event at property Seating arrangements/ space allocation Guides programmes and other information Ease of obtaining further information

Evaluation of Exhibitions, fairs, enactments, walks and interactive events Fourteen categories have been identified which represent critical measures of evaluation by the visitor. There is a strong positive relationship between four of these categories and attendance at cultural events generally. There is a strong positive relationship between four of these categories and motivation to visit Attendance at cultural events – 4 times a year Available information before the visit Information and explanation from staff Opportunities for interaction Access and parking

MOSAIC Groups MOSAIC is a commercial segmentation package produced by Experian; it classifies all consumers in the United Kingdom into 11 groups subcategorised into 61 types. MOSAIC provides a useful means of understanding consumer attitudes and predisposition in order to direct marketing strategy and evaluation of marketing.

MOSAIC group analysis- Large ticket event/ Wessex % UK POPULATION Symbols of success 10% Happy Families 11% Suburban Comfort 15% Ties of the Community 16% Urban Intelligence 7% Welfare Borderline 6% Municipal Dependency 7% Blue Collar Enterprise 11% Twilight Subsistence 4% Grey Perspectives 8% Rural Isolation 5%

MOSAIC group analysis –Value added events/Wessex % UK POPULATION Symbols of success 10% Happy Families 11% Suburban Comfort 15% Ties of the Community 16% Urban Intelligence 7% Welfare Borderline 6% Municipal Dependency 7% Blue Collar Enterprise 11% Twilight Subsistence 4% Grey Perspectives 8% Rural Isolation 5%

GIS – Stourhead Large event

GIS – Stourhead Small events