Eurovision Song Contest Malmö 2013

Eurovision
Song Contest
Malmö 2013
An analysis of direct and
dynamic effects
Completed by Berglund&Wiberg consulting
on behalf of
the City of Malmö and Region Skåne
June 2013
Introduction
Commissioned by the City of Malmö and Region Skåne, an analysis was
conducted in 2013 of the direct and dynamic effects that the Eurovision Song
Contest (ESC) had on Malmö. The basis of the analysis is a series of surveys
and interviews with representatives of the event organisers.
The clients; the City of Malmö and Region Skåne,
wanted to know what effects the Eurovision Song
Contest yielded in the south-west of Skåne, and
primarily in the municipalities referred to in the
report as the Malmö Region*.
The analysis of the Eurovision Song Contest is based
on the following:
•
Interviews with representatives of the event
organisers
•
Evaluation of Malmö as a tourist destination
•
The visitors' perception of Malmö during the
ESC week
•
Tourism survey
In addition to the above, the City of Malmö and
Region Skåne have conducted a media analysis of the
ESC. The results of which will be reported separately.
The effects stated in this report may be categorised
as either direct or dynamic effects.
The direct effects are relatively easy to prove as a
direct consequence of the event.
The dynamic effects arise as a result of the change
processes that are initiated at the destination, for
which the event is only one of many influencing
factors. The dynamic effects are not quantifiable, as
they are not solely effects of the specific event.
The report consists of two parts:
1) Report of direct effects
2) Discussion regarding dynamic effects
*Malmö, Vellinge, Lund, Trelleborg, Lomma, Burlöv, Svedala, Kävlinge, Staffanstorp
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The world's largest music event
The Eurovision Song Contest is the largest music event in the world, and in
2013 it attracted 173 million viewers around the globe. An audience of 83,890
(excl. media) watched the event live at the Malmö Arena, ant tens of
thousands visited the festival areas in central Malmö each day.
The 58th annual Eurovision Song Contest
took place at the Malmö Arena in the
period 13-18 May 2013.
The winner of 2013 was our neighbour
Denmark.
A total of 83,890 people were present at
rehearsals, semi-finals and the 18 May final.
Included in the number of spectators, in
addition to the general public, were the
total 1,200 people who made up the
country delegations. The 1,700 journalists
who covered the event have not been
included in the number of spectators. Many
of the ESC guests bought tickets for several
events and, on average, each person
attended 1.7 shows.
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Direct and dynamic effects
The model below shows that the event contributes to a number of different effects,
and how many effects are not seen immediately, but later on. Several of these effects
will only be seen at a critical mass of events/activities, and then under influence of
what happens in the surrounding world. The model should thus not be interpreted as
the result of a single activity, the event is instead a piece of the puzzle that is the total
selection of the destination.
Time
Dynamic effects
Future visitor effect (returning + new
visitors)
New events
New enterprises
New residents
Low out-migration (retention effect)
Financial
direct effects
Financial direct effects
Tourism revenue
Implementation result
Non-financial
direct effects
Non-financial direct effects
Experience of Malmö and the ESC
Greater range for residents
Event skills (increased)
Increased local pride
Increased knowledge and image creation
(Malmö/Skåne/Sweden)
Cooperation models (improved/new)
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Dynamic
effects
ESC
2013
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Direct effects
31,700 tourists coming to Malmö and
Skåne
The Eurovision Song Contest was a huge success, attracting a total of 48,100
individual visitors to one or more of the ESC shows. Out of these,
approximately 31,700 were tourists and a very large number, 18,400, were
foreign tourists, which goes to show the great international appeal of the ESC.
The 48,000 people were mainly “regular”
visitors to the event, but there were also
visitors to a special children's show, the
delegations from the participating
countries and journalists.
The group 'tourists' is defined as foreign
nationals and Swedish citizens living
outside of the municipalities Malmö,
Vellinge, Lund, Trelleborg, Lomma,
Burlöv,
Svedala,
Kävlinge
and
Staffanstorp.
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Many visitors from abroad
The Eurovision Song Contest attracted many ESC visitors from abroad to
Malmö and Skåne. Most of the foreign visitors were from Europe, the
majority from Denmark, Finland, the UK and Germany.
The ESC attracted visitors from all over
the world to Malmö. As much as 43 per
cent of the ESC visitors were from other
countries. The foreign nationals were
distributed according to the diagram
below.
18%
Great Britain
16%
Germany
14%
Denmark
Finland
Norway
Other countries
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The group 'other countries' consists of
people from more than 60 countries,
many of which are in other parts of the
world than Europe. For example, an
estimated 700 people from Australia
have visited Malmö thanks to the ESC.
8%
5%
39%
7
A great number of first-time visitors
For a destination, it is important to attract first-time visitors who, if they are
pleased, may become returning visitors. The ESC turned out to be an event
that attracted a great number of first-time visitors to Malmö and Skåne, and
in particular foreign visitors.
The ESC attracted many new visitors,
who had never visited Malmö before.
In total, the event attracted
approximately 10.100 first-time visitors.
• 11% of the Swedish tourists
• 16% of the Danish tourists
• 65% of the foreign tourists, excluding
the Danes
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Many overnight stays in the Malmö
Region
The Eurovision Song Contest generated many overnight stays in Malmö/Skåne and
Denmark, most of them were commercial overnight stays. The overnight stays in
Malmö are spread over a long period of time: from April, when the first arena
construction crew arrived, to the end of May when the event was over.
A high proportion of the tourists, around 80
per cent, stayed the night during the ESC.
And because the average stay was as long as
4.5 days, it meant many overnight stays in
Malmö/Skåne and Denmark.
There were an estimated 27,200*
commercial overnight stays in Denmark
The most interesting aspect for the tourism
sector is the commercial overnight stays, and
for the Malmö Region, these amounted to
approximately 65,000, a little over 60,000 of
which took place in Malmö, and 4,500 in
other parts of the Malmö Region. A little over
half of the latter overnight stays were in
Lund.
*Assuming that the length of the stay and the proportion of commercial overnight stays is the same as in the
Malmö Region.
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185 million for Malmö and Skåne
The turnover for the tourism sector as a result of the event is estimated to be
SEK 160 million in Malmö and Skåne. The implementation result is valued at
SEK 25 million. These two values correspond to a theoretical employment
effect of a total 130 annual work units (full-year equivalent employment).
ESC visitors, participating country delegations and
journalists generated a consumption, i.e., tourism
revenue, of SEK 160 million (incl. VAT but excluding
the cost of ESC tickets) for the Malmö Region*.
The implementation result consists of the part of the
ticket income that “stays” in Malmö, and this is an
income that would not exist without the event. For
this event, the largest items are the compensation
paid to Malmö Arena and the consumption
generated
by
the
arena
construction
crew/technicians in Malmö during the preparation
and implementation of the Eurovision Song Contest.
The implementation result is valued at SEK 25 million
excluding VAT.
The resulting employment effect corresponds to 130
annual work units. This is a theoretical value, since it
is now known where the employed people reside.
They may live in the Malmö Region, but they may
just as well live somewhere else.
*Malmö, Vellinge, Lund, Trelleborg, Lomma, Burlöv, Svedala, Kävlinge, Staffanstorp
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Tourism revenue
• SEK 160 million (incl.
VAT)
Implementation
result
• SEK 25 million (excl.
VAT)
10
The ESC improves Malmö's image
The visitors to the ESC had a very good impression of Malmö. The diagram
below shows the proportion of visitors who felt that each value word fitted
their perception of Malmö during the ESC week.
87%
81%
77%
75%
73%
71%
71%
Welcoming
Openness
Energetic mood
Lively
Diversity
Positive surprise
Creative
63%
63%
59%
59%
Playful
Dynamic
Fresh ideas/innovative
High pulse
Tough/hard
Boring
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7%
6%
Source: online survey taken by 2879 ESC visitors
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The tourists are pleased with Malmö
Malmö has received great reviews from the tourists. One of Malmö's greatest
strengths is its accessibility, which is highly ranked. The same is true for the
reception, which most felt was positive, and the atmosphere in Malmö. It was
difficult to find a place to stay during the ESC, which is the cause of the lower
ratings for Malmö accommodation.
Very poor
Fairly poor
Neither good nor bad
Fairly good
20%
60%
Very good
Accessibility
How you were treated
Mood/atmosphere
Shopping
Restaurants
Culture
Activities
Accommodation
0%
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40%
Source: online survey taken by 2879 ESC visitors
80%
100%
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Dynamic effects
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Dynamic effects of the ESC
The dynamic effects of an event is the effect that it has on change processes and the
future development of the destination. And this does not only refer to the
development of tourism, but also to things like business development and population
composition and numbers. The dynamic effects can hardly ever be quantified for a
single factor, such as an event, since these effects are created by a number of
interacting factors. In this case, an assessment of the dynamic effects of the event has
been done based on how the event could feasibly affect the ability of the destination
to attract return visits and new visitors; and on its chances of attracting other events.
Return visits and new visitors
The ESC visitors' interest in visiting Malmö
again is high, and so is their
willingness/intention to recommend visiting
the city to friends and family which is shown
on the following pages. The positive media
coverage, and the large number of television
viewers will most likely have an even greater
positive effect on the number of future
visitors to Malmö and Skåne.
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New events:
The successful organisation of the ESC, and
the establishment of new cooperation
formats have created skills and goodwill
that can be expected to lead to more
organisers of large events not only daring
to, but really wanting to hold their events
in Malmö.
14
The ESC visitors want to come back
A majority thinks that they will come back to visit Malmö as tourists. A
relatively high number of foreign visitors think that they will come back to
Malmö. For several of the foreign tourists (excl. the Danes), this was their first
visit, which indicates that Malmö has made a positive impression and that the
visit left them wanting more.
54%
Will definitely come
back
21%
30%
24%
Will probably come
back
Not sure
10%
7%
Will probably not
come back
6%
2%
Will definitely not
come back
2%
3%
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38%
65%
Swedish
tourists
Danes
24%
15%
Source: online survey taken by 2879 ESC visitors
Foreign
tourists excl.
Danes
15
A great willingness to recommend
Malmö
The ESC visitors were pleased with their stay, and most of them will
recommend visiting Malmö to their family and friends. When it comes to
choosing a travel destination, family and friends have a strong influence. It is a
reasonable assumption that the ESC tourists will influence whether their
family and friends travel to Malmö in the future.
44%
Will definitely
recommend
35%
32%
27%
Will probably
recommend
Not sure
Will probably not
recommend
Will definitely not
recommend
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8%
19%
14%
4%
3%
7%
1%
5%
2%
Source: online survey taken by 2879 ESC visitors
42%
56%
Swedish
tourists
Danes
Foreign
tourists
excl. Danes
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Summary of facts
•
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•
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•
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Completed online surveys: 2,879
Reply frequency: 24%
Number of individual ESC visitors: 48,100
Total number of tourists: 31,700
Number of foreign tourists: 18,400
Average number of ESC shows seen: approx. 1.7
Number of spectators (excl. media): 83,890
Gender distribution, total: 48% women 52% men
Gender distribution, foreign tourists: 29% women 71% men
Average age of the ESC visitor: 52
Average length of stay for tourists staying overnight: 4.5 days
Average tourist spending during their stay (excl. ESC tickets): SEK 5,047
Theoretical employment effect: 130 annual work units.
Implementation result: SEK 25 million
Tourism revenue: SEK 160 million
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