What are the Intermediate Impacts?

• Profile of people attending the event
• Attendance numbers at non-ticketed events
• Representativeness of event audience
• Audience development

Overview & Considerations

Intermediate Attendance Impacts attempt to understand the type of people who are attending events in more detail. These are covered here as they are likely to include an element of bespoke research to profile the people attending the event.

Residence, sex, age, socio-economic group, disability, ethnicity, educational attainment and employment status are just some of the areas in which attendees can be assessed. Their reason for attendance may impact on other areas of impact measurement, particularly when determining 'causality' between the event and a specific impact.

Profile information is also likely to influence other elements of an event evaluation such as the extent of attendance/participation by specific target audience/group. Measuring this may then allow comparisons against local or national averages, or benchmarks from other events.

Also covered is an approach to measuring attendance numbers at non-ticketed events. This is a more complex process than measuring attendance at ticketed events.

Routes to Measurement

Whilst a basic level of profiling may be possible through an assessment of existing data (eg postcodes from ticket sales data), the likelihood is that primary research will be required to survey attendees at the event. The resources detailed below provide guidance on profiling and some basic profiling groups, in addition to covering some principles around surveying and surveying techniques. They also cover an approach to assessing non-ticketed events.