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Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits

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An examination of the impact and associated benefits of Lynn University hosting the final 2012 presidential debate

An examination of the impact and associated benefits of Lynn University hosting the final 2012 presidential debate

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  • 1. Hosting the Final Presidential Debate of 2012 An Examination of Impact & Associated BenefitsLynn University January 31, 2013Office of Institutional Research, Planning & Assessment
  • 2. Hosting the Final Presidential Debate of 2012 An Examination of Impact & Associated Benefits Jason L. Walton, Chief of Staff 2012 Debate Co-Chair Lara Martin, Director Office of Institutional Research Planning & Assessment Lynn University 3601 North Military Trail Boca Raton, FL 33431-5598 January 31, 201361 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 3. Table of Contents Background.............................................................................................1 Introduction...........................................................................................2 Economic Impact Analysis...................................................................3 Traditional Media Metrics.................................................................33 Web & Social Media Metrics............................................................52 Associated Benefits............................................................................5761 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 4. Background Obama - Romney | Lynn University, Boca Raton, FL | October 22, 2012 On October 22, 2012, Lynn University hosted the third and final presidential debate between President Barack Obama and Republican challenger and former Massachusetts Governor Mitt Romney. The debate at Lynn was the final of four debates (three presidential and one vice-presidential) organized by the Commission on Presidential Debates (CPD), a non-profit, non-partisan, independent entity formed in 1987 to ensure that debates, as a permanent part of every general election, provide the best possible information to Photo: Mark Abraham viewers and listeners. Lynn University submitted its application to the CPD to be a host location well over a year in advance of the debate in the spring of 2011. Lynn was one of dozens of schools to express interest in serving as a host location nationally and one of 12 institutions where the CPD actually conducted a site visit. The site selection review process concluded on October 31, 2011 when all CPD host sites, including Lynn, were officially announced. In the ensuing months, Lynn University campus buildings and grounds were transformed to accommodate the national event. Lynn’s devoted trustees, faculty, staff, students, and alumni worked diligently with elected officials, local governments and agencies, United States Secret Service, other law enforcement representatives, education partners, business sector representatives, cultural arts organizations, and numerous other entities and individuals to ensure that the final presidential debate of 2012 would be a success.1 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 5. Introduction Hosting the final presidential debate of 2012 represented a substantial commitment of time, resources and personnel for Lynn University. The Office of Institutional Research, Planning and Assessment (IRPA) at Lynn University was engaged to conduct this examination to obtain the best possible view of the positive effects generated by the October 22 event. IRPA was responsible for the design and coordination of the report. Consulted third-party sources and research affiliates are listed below: @gov Twitter Government2 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 6. ECONOMIC IMPACT ANALYSIS
  • 7. M E T H O D O LO G I E S & DATA S O U R C E S FACILITY AND OPERATIONAL SPENDING Cash spending estimates Lynn University accounting records Donation estimates Lynn University accounting records Economic modeling Enigma Research Special Events Impact ModelDELEGATE AND MEDIA SPENDING Attendance estimates Accreditation records Delegate spending estimates Palm Beach County CVB spending data Spectator spending estimates Boca Raton and Delray Beach event organizers Media spending estimates Online survey of 200 accredited media Economic modeling Enigma Research Special Events Impact Model ANCILLARY EVENT SPENDING Attendance estimates Boca Raton and Delray Beach event organizers Spectator spending estimates On-site survey of 300 spectators Ancillary event operational expenses Boca Raton and Delray Beach event organizers Economic modeling Enigma Research Special Events Impact Model NATIONAL AWARENESS AND LEGACY EFFECT Awareness estimates ORC National Survey of 1,000 adults Legacy effect spending estimates Palm Beach County CVB spending data Economic modeling Enigma Research Special Events Impact Model4 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 8. Highlights1. Economic impact of final presidential debate estimated at $13.1M in Palm Beach County • Economic impact resulted from estimated $8.1M in new spending related to event • New spending derived from facility spending, operations, non-local delegates (CPD staff, campaign staff, invited guests and media) and ancillary events • Estimate includes direct, indirect, and induced impact2. Considerable employment and tax revenue supported by debate-related spending • New spending supported equivalent of 125 full-year jobs in Palm Beach County • Approximately half of employment in accommodations, food services, entertainment, and recreation • Estimated $1.4M in tax revenue shared by three levels of government3. High proportion of Americans followed the debate and were aware of location • National telephone survey estimated that 187.8M U.S. adults (79%) either watched or followed the debate • Estimated 99.9M U.S. adults (42%) were aware that the debate was held in Boca Raton or Palm Beach County • 68.9M (29%) knew the debate was held at Lynn University5 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 9. Highlights continued4. Local attendees spent $1.7M at ancillary events • On-site surveys at Rock the Vote and Spin the Vote estimated that local residents spent $1.7M • Most local spending ($1.4M) was on food and beverage at or near the event sites • While not considered new spending or economic impact, demonstrates local support for event5. Final presidential debate delivered non-economic benefits to residents • Attendees at ancillary events and Red, White, and View were asked opinions of the event • 91% of respondents were proud that Lynn University was hosting the final presidential debate • 89% believed that Palm Beach County should host more high-profile events6. Tourism Legacy Effect could be much greater than initial economic impact • National survey estimated that 2% of U.S. adults were inspired to visit Palm Beach County after viewing the debate • Tourism Legacy Effect could bring thousands of tourists; millions in visitor spending • While projections are highly speculative, findings suggest legacy can exceed impact of initial event6 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 10. Section 1: Total Economic Impact of Final Presidential Debate• Economic impact at special events is derived from any new spending which would never have occurred in a regionif the event did not take place. At the final presidential debate held at Lynn University, new spending resulted fromthree main categories: facility and operational spending, delegate and media spending, and ancillary events.• An estimated $8.1M in new spending occurred in the region as a result of the final presidential debate. Thisincluded approximately $4.5M in facility and operational spending, $3.0M from delegates and media at the main site,and $0.6M related to ancillary events Spin the Vote and Rock the Vote.• Enigma’s Special Events Economic Impact Model estimated that the $8.1M in new spending resulted in an overalleconomic impact of $13.1M in Palm Beach County. Enigma’s economic modeling system is based upon RIMS IImultipliers supplied by the U.S. Department of Commerce.• Additionally, spending related to the final presidential debate supported an estimated $1.4M in tax revenue,including $0.8M in federal taxes, $0.3M in state taxes, and $0.3M at the local level.• The economic model also estimated that event-related spending supported the equivalent of 125 full-year jobs inPalm Beach County.• Approximately half the employment supported was in the accommodation, food services, entertainment, andrecreation sectors. Many other employment sectors were supported, including transportation, warehousing, retail,and professional services.7 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 11. DEBATE-RELATED SPENDING IN PALM BEACH COUNTYFACILITY AND OPERATIONAL SPENDINGFacility and operational spending (cash) Cash expenditures related to hosting event $2,960,213Facility and operational spending (donated Value of donated items related to hosting event $1,556,529Total facility and operational spending Total $4,516,742DELEGATE AND MEDIA SPENDINGNon-local delegate spending Spending by non-locals within Performing Arts Center $198,000Non-local spectator spending Spending by non-locals at VIP and Red, White, and View $119,000Non-local media spending Spending by non-local accredited and non-accredited media $2,662,000Total delegate and media spending Total $2,979,000ANCILLARY EVENT SPENDINGNon-local spectator spending Tourism spending at Spin the Vote and Rock the Vote $400,300Operational spending Operational spending at Spin the Vote and Rock the Vote $190,425Total ancillary event spending Total $590,725 Total debate-related spending $8,086,5508 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 12. ECONOMIC IMPACT IN PALM BEACH COUNTYDEBATE-RELATED SPENDING Total debate-related spending $8.1M Facility and operational spending $4.5M Delegate and media spending $3.0M Ancillary event spending $0.6MECONOMIC IMPACT, EMPLOYMENT, AND TAXES Total economic impact (Industry Output) $13.1M Direct and indirect impact $11.0M Induced impact $2.1MEmployment supported (full-year job equivalents) 125Total taxes supported $1.4M Federal $0.8M State $0.3M Local $0.3M9 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 13. TYPES OF EMPLOYMENT SUPPORTED: 125 jobs (full-year job equivalents) Accomodation and food services 48 Arts, Entertainment, and Recreation 17 Transportation and Warehousing 16 Retail Trade 8 Professional, Scientific, and Technical Services 8Administrative and Waste Management Services 6 Manufacturing 5 Healthcare and Social Assistance 5 Finance and Insurance 4 Real Estate Rental and Leasing 3 Other 5 0 12.5 25 37.5 5010 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 14. Section 2: Facility and Operational Spending• Preparing the site and producing the event involved considerable facility and operationalspending. These expenditures contribute to economic impact, as they would never have beenincurred if the final presidential debate did not take place at Lynn University. Only expenditures spentlocally can be considered, since goods and services purchased from other regions do not impact thelocal economy.• Most of the facility and operational expenses were cash expenditures incurred directly by LynnUniversity and its partners. However, many goods and services were provided by sponsors anddonors. The value of donated goods and services also contribute to economic impact, since theseitems involved input costs which were spent within the local area.• According to Lynn University financial records, a total of $4,516,742 in facility and operationalexpenditures were incurred as a result of hosting the final presidential debate. $2,960,213 was spentlocally in cash by Lynn University and its partners, while $1,556,529 in goods and services wereprovided by donors and sponsors.• More than two-thirds of all operations-related spending was on technology and facility expenses.11 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 15. FACILITY AND OPERATIONAL SPENDING RELATED TO DEBATE (spent locally: cash plus donated goods and services) Technology Expenses $2,200,000 Facility Expenses $1,006,000 Advertising / Promotion / Printing $334,000 Catering / Food / Restaurants $190,000 Temporary Parking Lot $160,000 Hotels / Accommodations $130,000 Wages / Salaries Paid to Staff $104,000 Office Expenses $102,000 Security / Police $82,000 Tents $70,000 Waste Removal / Toilet Rentals $66,000 Equipment and Vehicle Rentals $17,000 Locally Hired Entertainment $8,000 Source: Lynn University Financial Records Total Spending: $4,516,74212 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 16. FACILITY AND OPERATIONAL SPENDING RELATED TO THE FINAL PRESIDENTIAL DEBATE (spent locally) Cash Donated TotalTechnology Expenses (computers, telephones, cabling, TVs) $1,124,350 $1,072,240 $2,196,590Facility Expenses $727,032 $331,058 $1,058,090Advertising / Promotion / Printing $308,853 $24,654 $333,507Catering / Food / Restaurants $160,000 $29,837 $189,837Temporary Parking Lot $160,000 $0 $160,000Hotels / Accommodations $130,000 $0 $130,000Wages / Salaries Paid to Staff $103,800 $0 $103,800Office Expenses $28,000 $73,740 $101,740Security / Police $81,778 $0 $81,778Tents $70,000 $0 $70,000Waste Removal / Toilet Rentals $41,100 $25,000 $66,100Equipment and Vehicle Rentals $17,300 $0 $17,300Locally Hired Entertainment $8,000 $0 $8,000Total facility and operational spending $2,960,213 $1,556,529 $4,516,742Source: Lynn University Financial Records13 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 17. Section 3: Delegate and Media Spending•According to accreditation and registration records, an estimated 6,874 delegates, spectators, and mediawere involved in the final presidential debate. This included 563 delegates inside the Wold Performing ArtsCenter, 2,250 spectators at Red, White, and View and the VIP Party, and 4,060 media (both inside andoutside the fence).•Among these 6,874 individuals, 3,855 were estimated to be non-local. The remaining 3,019 were localresidents.•It is estimated that the 3,855 non-locals spent $2,979,000 within the region as a result of theirinvolvement with the final presidential debate. The vast majority of this spending was from accreditedmedia and their entourage.•More than one-third of the spending by non-locals was on food and beverage. These delegates,spectators, and media spent an estimated $1,038,000 locally on food and beverage.14 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 18. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA Food and Beverage $1,038,000 Lodging $655,000 Transportation $651,000 Entertainment $377,000 Retail $258,000 Total Spending: $2,979,742 Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention and Visitors Bureau15 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 19. ATTENDANCE AT LYNN UNIVERSITY CAMPUS Locals Non-locals TotalDELEGATES Democratic Party campaign 0 188 188 Republican Party campaign 0 188 188 Commission on Presidential Debates 0 94 94 Lynn University students 94 0 94SPECTATORS Red, White, and View attendees 1,650 350 2,000 VIP Party attendees 219 31 250MEDIA Accredited media (inside the fence) 910 2,590 3,500 Other media and entourage 146 414 3,500TOTAL Total attendance at Lynn University campus 3,019 3,855 6,874 Sources: Delegates, spectators, and accredited media were formally registered; other media and entourage estimated through online survey of 200 accredited media16 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 20. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA Delegates Spectators Media Total Food and Beverage $69,000 $36,000 $932,000 $1,038,000 Lodging $44,000 $26,000 $586,000 $655,000 Transportation $44,000 $22,000 $586,000 $651,000 Recreation and Entertainment $26,000 $5,000 $346,000 $377,000 Retail $16,000 $29,000 $213,000 $258,000 Total Spending by Non-Local Delegates, Spectators, $198,000 $119,000 $2,662,000 $2,979,000 and Media Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention and Visitors Bureau17 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 21. Section 4: Ancillary Event Spending • Two ancillary events celebrated the final presidential debate at nearby locations. Spin the Vote took place in Delray Beach the Thursday prior to the event, while Rock the Vote in Boca Raton occurred the same day as the debate. Event-related spending by non-local attendees, as well as operational spending to produce these events, contributed to the overall economic impact of the final presidential debate. • According to event organizers, approximately 13,000 attendees visited Spin the Vote and Rock the Vote. On-site surveys at both events estimated that 3,190 were non-local and 9,810 resided locally. • The on-site surveys estimated that non-locals at ancillary events spent approximately $400,300 in the region throughout their attendance. This new spending in the region contributed to the overall economic impact. • More than half of non-local spending attributable to the ancillary events was on food, beverage, and lodging. • Additionally, event organizers reported that $190,425 was spent locally to produce the events. This figure also contributes to the overall impact of the final presidential debate. • The on-site survey estimated that local residents spent approximately $1,710,500 on food, retail, and other expenses while attending ancillary events. While this spending is not considered to be economic impact, it demonstrates tremendous local support for the events.18 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 22. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS Food and Beverage $140,500 Lodging $71,300 Transportation $65,000 Entertainment $64,100 Retail $59,500 Total Spending: $400,300 Source: On-site survey of 300 attendees at Spin the Vote and Rock the Vote19 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 23. ATTENDANCE AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote) Total (Both events)Locals 9,810Non-locals 3,190Total attendance at ancillary events 13,000 Source: Attendance estimates provided by ancillary event organizers; local/non-local breakdown from on-site survey of 300 attendees attending ancillary events20 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 24. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS(Rock the Vote & Spin the Vote) Total (Both events) Food and Beverage $140,500 Lodging $71,300 Transportation $65,000 Recreation and Entertainment $64,100 Retail $59,500 Total spending by non-locals at ancillary events $400,300Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote21 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 25. OPERATIONAL SPENDING AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote) Total (Both events) Event Production $105,800 Wages / Salaries Paid to Staff $32,000 Hotels / Accommodations $14,000 Catering / Food / Restaurants $8,150 Advertising, Promotion, Printing (spent locally) $7,500 Security / Police $7,500 Locally Hired Entertainment $4,000 Office Expenses $3,625 Facility / Venue Rent $3,500 Waste Removal / Port-o-Let Rentals $2,300 Equipment and Vehicle Rentals $1,700 Other Expenses $350 Total operational spending at ancillary events $190,425 Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote22 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 26. SPENDING BY LOCALS AT ANCILLARY EVENTS(does not contribute to economic impact) Total (Both events) Event Production $1,386,000 Wages / Salaries Paid to Staff $290,400 Hotels / Accommodations $30,900 Catering / Food / Restaurants $3,200 Total spending by locals at ancillary events $1,710,500 Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote23 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 27. Palm Beach County Tourism and Tax Revenues Drawing on numbers from The Palm Beach County Tourist Development Council, The Palm Beach Post in mid-December 2012 reported a significant uptick in October tourism indicators over historical numbers. October 2011 compared to October 2012: • bed tax dollars increased 22% • hotel occupancy increased 10% • average daily rate increase 7% Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13, 201224 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 28. Section 5: Non-Economic Benefits •Attendees at Red, White, and View, Rock the Vote, and Spin the Vote were asked a series of questions to measure their support for the county’s hosting of the final presidential debate. •Overall, 86% of those surveyed agreed that the final presidential debate had brought positive attention to the county. Only 4% disagreed and 10% were not sure. •Among all respondents, 89% felt that the county should host more events like the final presidential debate. 2% disagreed and 9% were unsure. •According to the survey, 91% of attendees were proud that Lynn University was hosting the final presidential debate. Among those surveyed at Red, White, and View, 96% were proud that Lynn University was hosting the debate.25 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 29. Brought Positive Attention to County County Should Host More Events Disagree DisagreeAgree 4% Agree 2% 86% 89% Not Sure Not Sure 10% 9% Proud Lynn University was Host Disagree Agree 1% Not Sure 91% 8% 26 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 30. OPINIONS REGARDING DEBATE: AGREE OR DISAGREE Red, White, All Rock the Vote Spin the Vote and View Respondents agree 83% 84% 93% 86% “The final presidential debate has brought positive attention to this disagree 5% 7% 1% 4% county.” not sure 12% 13% 6% 10% agree 89% 86% 91% 89% “The county should host more events like the final presidential disagree 1% 1% 4% 2% debate.” not sure 10% 13% 5% 9% agree 88% 91% 96% 91% “I am proud that Lynn University is hosting the final presidential disagree 2% 0% 1% 1% debate.” not sure 10% 9% 3% 8%Source: On-site survey of 500 attendees at Rock the Vote, Spin the Vote, and Red, White, and View27 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 31. Section 6: National Awareness and Tourism Potential• In the days immediately following the final presidential debate, a national telephone survey questioned U.S. adults on the extent to which they watched or followed the debate and their awareness of the location of the event.• The national telephone survey estimated that 187.8M U.S. adults (79%) either watched the final presidential debate or followed it in some way. Among this group, 130.7M either watched the entire debate or parts of the debate live. The remaining 57.1M saw video clips, read about it, or heard about it afterwards.• The survey also estimated that 99.9M U.S. adults (or 42%) were aware that the debate was held at Lynn University or knew it took place in Boca Raton or Palm Beach County.• Respondents who were aware of the debate location were asked to describe the extent to which watching the debate and learning about Boca Raton and Palm Beach County made them want to visit the region for a vacation within the next five years. Overall, 2% indicated they “absolutely” wanted to visit, while 7% said they were “somewhat” inclined to visit.• The 2% of U.S. adults who indicated they “absolutely” wanted to visit within five years represents 4.7M potential tourists. If only a small fraction of this group followed through on their plans to visit Palm Beach County, it could result in up to $350M in visitor spending over five years.• • Caution: Tourism Legacy Effects measured in this manner are hypothetical projections and are best viewed as an order of magnitude rather than a specific estimate. Palm Beach County estimates its average annual tourism at 5 million visitors (spending $3.3B), and it is unlikely that a single high-profile event would eventually draw close to the equivalent of one year’s tourism to a region. This result should be used primarily to suggest that the legacy effect of a high-profile event can be far greater than its initial impact.28 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 32. NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE Percentage of U.S. Adults Number of U.S. Adults Watched entire debate live on TV or online 33% 78.4M Watched parts of the debate live 22% 52.3M Did not watch but saw video clips afterwards 10% 23.8M Read or heard about it but did not watch 14% 33.3M Did not follow the debate at all 21% 49.9M Total watched or followed the debate 79% 187.8M Total did not follow the debate 21% 49.9M29 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 33. NATIONAL AWARENESS OF DEBATE LOCATION(aided recall) Percentage of U.S. Adults Number of U.S. AdultsAware debate was held at Lynn University 29% 68.9MAware debate was held in Boca Raton or Palm Beach County 13% 52.3MAware debate was held somewhere in Florida 22% 23.8MUnaware of debate location 36% 33.3MTotal aware debate was held at Lynn University or Boca Raton / Palm Beach 42% 99.9MCountyTotal unaware 58% 137.9M Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate30 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 34. INFLUENCE ON LIKELIHOOD TO VISIT BOCA RATONOR PALM BEACH COUNTY WITHIN FIVE YEARS Percentage of U.S. Adults Number of U.S. Adults “Absolutely” want to visit Boca Raton or Palm Beach County within five years 2% 4.7M “Somewhat” want to visit Boca Raton or Palm Beach County within five years 7% 16.6M No more likely to want to visit Boca Raton or Palm Beach County 55% 130.7M Unaware of debate location 36% 85.6M Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate ESTIMATED TOURISM IF SMALL PROPORTION OF U.S. ADULTS WHO “ABSOLUTELY” WANTED TO VISIT BOCA RATON OR PALM BEACH COUNTY FOLLOWED THROUGH ON PLANS Number of U.S. Adults Estimated tourism spending One in ten 470,000 350M One in fifty 94,000 70M One in one hundred 47,000 35M Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip31 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 35. ESTIMATED SPENDING OF 470,000 VISITORS TO PALM BEACH COUNTY (over five years) Food and Beverage $123,100,000 Lodging $77,400,000 Transportation $77,400,000 Entertainment $45,700,000 Retail $28,200,000 Total Estimated Spending: $350M (over five years) Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip32 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 36. Traditional Media Metrics
  • 37. There are debates... and then there are THE DEBATES.34 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 38. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination Viewership Locations Candidates Several locations played host to pre-convention / In 2011 and 2012, there were numerousPre-convention debates associated with primary debates in 2011 and 2012 including: debates among candidates seeking thechallenger party candidate nomination(sometimes called primary debates) are Republican Party U.S. Presidentialoften carried on a single major television •Greenville, SC - Peace Center Nomination. Although candidate participationnetwork and generally feature multiple •Goffstown, NH - Saint Anselm College and criteria for inclusion varied from debatecandidates. These debates have •Ames, IA - Iowa State University to debate, candidates across pre-conventionsubstantially lower viewership than •Simi Valley, CA - Reagan Presidential Library Republican debates included:the four general election presidential •Tampa, FL - Florida State Fair Groundsdebates hosted by the CPD, which feature •Orlando, FL - Orange County Convention Center •Michele Bachmannthe leading candidates for president as •Hanover, NH - Dartmouth College •Herman Caindetermined by the pre-published CPD •Las Vegas, NV - Sands Expo & Convention Center •Newt Gingrichselection criteria. CPD debates air on •Rochester, MI - Oakland University •Jon Huntsmanmost major networks simultaneously. •Spartanburg, SC - Wofford College •Gary Johnson •Washington, DC - DAR Constitution Hall •Ron Paul •Des Moines, IA - Drake University Sponsors •Sioux City, IA - Sioux City Convention Center •Tim Pawlenty •Rick PerrySponsor organizations for pre-convention / •Goffstown, NH - Saint Anselm College •Mitt Romneyprimary debates in 2011 and 2012 included •Concord, NH - Capitol Center for the Arts •Rick Santoruma combination of major television •Myrtle Beach, SC - Myrtle Beach Convention Centernetworks, local television stations, state- •North Charleston, SC - North Charleston Coliseumlevel Republican parties, newspapers, •Tampa, FL - University of South Floridacolleges and universities, presidential •Jacksonville, FL - University of North Floridalibraries, Google, Facebook, think tanks, •Mesa, AZ - Mesa, Arizona Arts Centeretc... 35 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 39. Debates Among Candidates for the2012 Republican Party U.S.Presidential Nomination - Timeline36 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 40. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination The primary debate with the largest percentage of all people (ages 2 and above) as measured by Nielsen that viewed the event only earned 2.63% of all viewers. This is the equivalent of 7,631,000 individuals. Source: Nielsen37 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 41. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination % of all People (ages 2 and above) that viewed the event 5/5/2011 Greenville, SC - Peace Center 1.11 6/13/2011 Goffstown, NH - Saint Anselm College 1.07 8/11/2011 Ames, IA - Iowa State University 1.72Primary Debate Dates & Locations 9/7/2011 Simi Valley, CA - Reagan Presidential Library 1.87 9/12/2011 Tampa, FL - Florida State Fair Grounds 1.25 9/22/2011 Orlando, FL - Orange County Convention Center 2.1 10/11/2011 Hanover, NH - Dartmouth College 2.12 10/18/2011 Las Vegas, NV - Sands Expo & Convention Center 1.9 11/09/2011 Rochester, MI - Oakland University 0.7 11/12/2011 Spartanburg, SC - Wofford College 1.89 11/22/2011 Washington, DC - DAR Constitution Hall 1.24 12/10/2011 Des Moines, IA - Drake University 2.63 12/15/2011 Sioux City, IA - Sioux City Convention Center 2.32 01/07/2012 Goffstown, NH - Saint Anselm College 2.16 01/08/2012 Concord, NH - Capitol Center for the Arts 0.19 01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center 1.89 01/19/2012 North Charleston, SC - North Charleston Coliseum 1.73 01/23/2012 Tampa, FL - University of South Florida 0.17 01/26/2012 Jacksonville, FL - University of North Florida 1.85 02/22/2012 Mesa, AZ Mesa, Arizona Arts Center 1.63 0 0.5 1.0 1.5 2.0 2.5 3.0 Source: Nielsen 38 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 42. MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Timeline Viewership Viewership increases sharply for the major political conventions and four general election presidential debates hosted by the CPD. These events are easily the most watched and consequential events in any four-year election cycle.39 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 43. 1 MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Locations 1 RNC Convention August 27 - 30, 2012 Tampa, FL 2 DNC Convention September 4 - 6, 2012 5 Charlotte, NC 3 First Presidential Debate 3 4 October 3, 2012 University of Denver - Denver, CO 2 4 Vice Presidential Debate October 11, 2012 Centre College - Danville, KY 1 5 Second16, 2012 October Presidential Debate 6 Hofstra University - Hempstead, NY 6 Third Presidential Debate October 22, 2012 Lynn University - Boca Raton, FL40 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 44. 2012 Republican National Convention Day 3 Viewership by Network RNC Convention Total 30,469,410 Source: Nielsen Note: Day 3 of the RNC combined network viewership numbers represent the highest viewership totals.41 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 45. 2012 Democratic National Convention Day 3 Viewership by Network DNC Convention Total 35,715,807 Source: Nielsen Note: Day 3 of the DNC combined network viewership numbers represent the highest viewership totals.42 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 46. First Presidential Debate October 3, 2012 - University of Denver - Denver, CO Viewership by Network First Presidential Debate Total 67,186,816 Source: Nielsen43 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 47. Vice Presidential Debate October 11, 2012 - Centre College - Danville, KY Viewership by Network Vice Presidential Debate Total 51,418,509 Source: Nielsen44 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 48. Second Presidential Debate October 16, 2012 - Hofstra University - Hempstead, NY Viewership by Network Second Presidential Debate Total 65,635,062 Source: Nielsen45 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 49. Third Presidential Debate October 12, 2012 - Lynn University - Boca Raton, FL Viewership by Network Third Presidential Debate Total 59,234,946 Source: Nielsen46 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 50. Top 24 Telecasts of 2012 THE DEBATES only trail Super Bowl-related programming in terms of viewership. presidential debates vice presidential debate Source: Nielsen Note: Nielsen was asked to pull this list in the first week of December 2012. Any telecasts after that time are not included.47 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 51. Pew Research Center for the People & the Press Survey In a report issued on November 15, 2012, The Pew Research Center for the People & the Press relayed survey results that showed the 2012 presidential campaign was a frustrating experience for many voters... with one exception: The presidential debates, in particular, stand out as positive – about two-thirds (66%) say they were helpful in learning about the candidates. Republican voters are about as likely as Democratic voters to say they learned enough about the candidates to make an informed choice and to have found the debates helpful. Source: The Pew Research Center for the People & the Press48 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 52. Additional Information on the Viewership of the Third Presidential Debate of 2012 The third presidential debate garnered approximately 59.2 million viewers, a slightly more modest showing than the first and second debate. It is possible that debate viewership on October 22 was influenced by the overlapping broadcast of Monday Night Football (Chicago Bears vs. Detroit Lions) and the National League Championship Series game (St. Louis Cardinals vs. San Francisco Giants). After the third presidential debate, Fox News issued a release stating that their viewership estimates of 11.5 million viewers represented their largest viewership ever for any broadcast. According to the release, the previous Fox News viewership record of 11.1 million was associated with the 2008 vice presidential debate between Joe Biden and Sarah Palin.49 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 53. The Third Presidential Debate of 2012 Compared to Other National Multi-Network Broadcasts The third presidential debate of 2012 viewership (59.2 million) topped multi-network totals for State of the Union addresses and addresses to joint sessions of Congress (2009-2011).The third presidential debate of 2012 also edged multi-network totals for the special broadcast of PresidentObama’s May 2, 2011 Address to the Nation on the Death of Osama bin Laden, which garnered 56,512,179million viewers.Source: Nielsen50 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 54. Earned Media Lynn University • $63,724,378 in ad value • 503 million+ news circulation • 33,000+ news stories Boca Raton • $50,470,622 in ad value • 348 million+ news circulation Palm Beach County • $2,450,425 in ad value • 28 million+ news circulation Source: Vocus51 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 55. Web & Social Media Metrics
  • 56. Web Metrics Lynn Homepage On October 22, 2012, the Lynn homepage, lynn.edu, saw a 454% increase in page views. Lynn Debate Website Lynn’s debate website, debate2012.lynn.edu, was launched on February 1, 2012. The site had 153,265 visits and saw 297,897 page views between launch and October 26, 2012. Source: Lynn University Office of Marketing & Communication53 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 57. Social Media Metrics 1 hour of edited On October 26, 2012, footage & 49 videos Lynn University issued a release that revealed ing are and s ocial network early social media 4 HangoutsSocial media infancy. Since the numbers related to the heirno longer in t edia f th e first social m cial third presidential debate. emergence o go, so 132 check-ins at e two years a and offer Here is a quick recap of networks som ued to evolve volunteer headquarters ntin where metrics stood just media has co e world new and und th days after the debate: consumers aro o engage with the 2000 ays t meaningful w d bran ds that matte l r to photos peo ple, events, an r, social media is stil rs late th em. Now yea me an 1,393 #lynndebate ly and has beco day, growing rapid ur daily lives.To photos of o integral par t global king is truly a social networ Impressions spiked from . phenomenon 86,579 to 934,258 2012 Social Media Report lsen The State of Nie 146 posts Source: Lynn University Office of Marketing & Communication54 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 58. Source: @gov - Twitter Government55 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 59. Comparison #Inauguration earned 1.1 million Tweets during President Obama’s second Inauguration Ceremony on January 21, 2013 - Martin Luther King, Jr. Holiday.56 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 60. Associated Benefits
  • 61. Internal Benefits There is no larger civics education opportunity a higher education institution can take on than hosting a presidential debate. Associated benefits internal to the host campus can be arrayed across four categories: (1) Academics, (2) Student Life, (3) Faculty/Staff, and (4) Capital Improvements. Below are some of the associated benefits internal to Lynn University. Academics •Debate-Specific Undergraduate Courses •Library Political Memorabilia Exhibit •Participation in General Election Cycle-Related Events - Lynn students attended RNC, DNC, & Inauguration •Several Students Attended the Debate ItselfStudent Life •Campus Events and Programming Participation - watch parties, panel discussions, naturalization ceremony, Red, White, and View on-campus viewing, etc... •Volunteer Opportunities •Internship Opportunities •Student Stand-Ins - Three students were asked to serve as stand-ins for the candidates and moderator Faculty / Staff •Organizational Leadership Opportunities •Volunteer Opportunities •Collaboration Opportunities •Campus Events and Programming Participation58 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 62. Internal Benefits Continued Capitol Improvements •Front Entrance •Back Entrance •Parking Expansion and Land Clearing •Technology - Network, computer, telephone, cabling, fiber, etc...59 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 63. External Benefits Associated benefits external to the host campus can be arrayed across three categories: (1) Elevated Institutional Visibility and Brand Awareness, (2) Partnerships, and (3) Relationship Stewardship and Expansion. Below are some of the associated benefits external to Lynn University.Elevated Institutional Visibility and Brand Awareness •National Recognition Among Peer Institutions •Highlight Institutional President and Senior Leadership •Highlight Faculty Thought Leaders and Experts •Highlight Students •Connect with Local Press •Connect with Statewide Press •Connect with National Press Partnerships •Education •Local Business Community •Corporate •Cultural Arts •Governmental •Law Enforcement •Community60 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 64. External Benefits ContinuedRelationship Stewardship and Expansion •Community •Friends •Donors •Alumni61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits

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