As sporting events become an increasingly important part of group business for destination marketing organizations (DMOs), destinations must measure the economic impact of these events to make the case to policymakers for the ongoing development and growth of the sports sector. DMAI, with its partner Tourism Economics, an Oxford Economics Company, will begin to meet this need starting October 1 with the release of the Sports Module to the Event Impact Calculator.
"Room nights from youth, amateur, and professional sporting events represent 50% of our total annual room night product," said Loren Gold, Executive Vice President of the Greater Raleigh Convention and Visitors Bureau. "It is also a very important way to drive demand for countrywide limited and service hotels and also fills weekend need periods for hotels that rely heavily on weekday business transient traffic."
Like the core Event Impact Calculator released in 2011, the Sports Module demonstrates an unequaled level of flexibility, quantifying the impact of diverse events including youth, adult amateur, collegiate, and professional-level play. In addition to incorporating the original nine separate data sources from the core calculator using participant and organizer surveys, venue financial data, and information contributed by the DMOs' own databases covering thousands of events; the Sports Module includes Longwoods International survey results for 5,000 participants and attendees at sporting events, and primary studies on over 150 sporting events analyzed by Tourism Economics . Using this integrated model, DMOs will therefore be able to measure the impact of these events in a way that is consistent with how they are already measuring meetings and conventions.
DMAI and Tourism Economics engaged the Sports Module Task Force of sales professionals representing sports markets in over 25 destinations to develop and test the module, and will release the tool to 30 DMOs in October in order to fully support its adoption and ongoing progress in the first month. As DMAI also is actively working with customer relationship management (CRM) solution providers on integration requirements, DMOs soon will be able to use the Sports Module not only online, but also through their own CRM systems.