FULL REPORT - 17:04

PLYMOUTH UNIVERSITY
FACULTY OF BUSINESS
SCHOOL OF TOURISM AND HOSPITALITY
HONOURS PROJECT REPORT
HTM 314
Investigation To Find The Impacts Of Plymouth University
Graduations On The Community And City.
by
Hannah Fleming 10262045
BSc (Hons) Events Management
2014
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Acknowledgement
I would like to acknowledge the endless help of my supervisor, Dr Nigel
Jackson, whom without I would not have been able to do any of this research.
You have taught me so much and I have learnt a great deal from you. Thank
you.
Also to thank the help of all the interviewees, especially the members of staff
from Plymouth University Rich Avery, Lisa Phillips and Dan Thompson who
were kind enough to give me additional information to assist with the study
and point me in the direction of whom else to interview.
And finally thanks to my friends and family who have put up with my
incessant babbling about this project.
!2
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Abstract
Problem: Plymouth is now is in its 7th year of Graduation Ceremonies being
held on Plymouth Hoe. The week of ceremonies including a week prior of
varying events brings estimates of over 22,000 visitors to the city in
September. This research project was undertaken to investigate the impacts
upon the University and the city including the community and public. This
project is not an economic study, though elements of previous studies were
taking into consideration, but more to investigate the social impacts and
stakeholder relationship between the two groups.
Method: The research was done through interviews including the internal
University organisers and external stakeholders or those perceived to be
effected by the events.
Findings: The findings discovered that the community-campus relationship is
developing and improving through the increased presence that the University
has within the city. A variety of stakeholders were identified and discussed to
evaluate the understanding of the event including the benefits that it brings to
the city who are now more conscience of the events and their value.
Word Count - 9844
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Contents
1 - Introduction …………………………………………………….5
2 - Aims and Objectives ………………………………………….7
3 - Literature Review
3.1 - Introduction …………………………………………..8
3.2 - Engagement in Community ………………………..9
3.3 - Event Impacts on Stakeholders……………………12
3.4 - Event Typology ……………………………………..15
3.5 - Conclusion ……………………………………….…16
4 - Methodology
4.1 - Research Philosophy……………………………….17
4.2 - Research Methods………………………………….18
4.3 - Sample……………………………………………….20
4.4 - Data Analysis………………………………………..22
4.5 - Ethical Considerations……………………………..23
5 - Findings
5.1 - Introduction………………………………………….24
5.2 - Objective 1…………………………………………..25
5.3 - Objective 2…………………………………………..26
5.4 - Objective 3 ………………………………………….27
5.5 - Objective 4…………………………………………..28
5.6 - Objective 5…………………………………………. 30
5.7 - Additional Findings…………………………………31
6 - Discussion
6.1 - Introduction ………………………………………..32
6.2 - Objective 1………………………………………….33
6.3 - Objective 2………………………………………….34
6.4 - Objective 3………………………………………….36
6.5 - Combined Objective 4 & Objective 5…………….37
7 - Conclusion
7.1 - Key Themes and Findings ………………………39
7.2 - Recommendations………………………………..40
7.3 - Limitations & Further Research………………… 40
Table and figures
1. - Table of Sample……………………………………..41
2. - Table of Completed Interviews…………………….42
3 - Results Chart…………………………………………43
4 - Stakeholder Table - Data Development……………45
5 - Fleming Framework………………………………….47
Appendices
1 - Sample of Questions for Internal……………………48
2 - Sample of Questions for External…………………..49
3 - Letter to Potential Interviewees……………………..50
4 - Transcript for Internal…………………………………51
5 - Transcript for External………………………………..55
References…………………………………………………………59
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1 - Introduction
Graduations are an important and significant part of any students life, concluding years
spent studying. Plymouth University holds its Graduation Ceremonies in a large purpose
built marquee on Plymouth Hoe in September. The week before graduations, the venue is
used to host events varying in style and audience: some for only invited guests and some
open to the public. During the second week for six days the Graduation events are held
with a footfall over 22,000 including graduates, friends and family. They also have a
number of acclaimed guests receiving Honorary Doctorates, sporting colours or attending
other events which brings attention to the University and City. Individuals such as Alistair
Stewart OBE, Angela Rippon OBE and the band Muse amongst others. This whole style of
event is very unusual compared to other graduations in the UK or even around the world
where the events are usually hosted on university campus’s or in ceremonial venues such
as cathedrals, theatres or concert halls.
Due to the nature of the event there must be noticeable impacts to the city from the event.
A large number of the guests are not local to Plymouth, either from other counties or even
from overseas. Consequently over the fortnight there is a significant surge of visitors to the
city who will increase the use of hotels, restaurants and other services. Also as the event is
held on such an iconic site for the SouthWest, the city benefits from the inadvertent
advertisement from the photos that are taken of the graduates and guests.
In September 2011 the marquee was used to host the Americas Cup and an economic
impact study was undertaken. The report (Serio 2012) found that in a week the event
bought over 100,000 people to city and through combined direct, indirect and ripple effect
expenditure resulted in an estimation of over £4.1 million in gross total impact. It observed
also that those who stayed overnight in the city spent just under £100 per day. It can be
used for a basis for this research project as will stand as a marking point for how much
Graduations and other events could potentially bring to the city.
This project will research into the impacts of the University events on the city and
community addressing the relationship between the two: the campus and the community.
Using key theories developed by Bringle and Hatcher (2002) and The Kellogg Commission
(1999) who both undertook research to address these relationships identifying key
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characteristics that are required for a University to engage more successfully with the
public. The project will also look at Freemans (1984) stakeholder theory to assist with
identifying those who could be considered stakeholders for these events. There is limited
knowledge and research undertaken to identify the how graduation events on their own
can impact upon their communities as the events are not common practice so this project
will develop the knowledge of the University Graduations engaging with the community.
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2 - Aims and Objectives
Aim
To assess the impact the Plymouth University Graduation Ceremonies (including other
events) has on the city and community.
Objectives
1)To assess the intended impact of the organisers of the Plymouth University Graduation
ceremonies.
2)To analyse the actual impact of the Plymouth University Graduation ceremonies on the
city and community.
3)To assess the impact of the Plymouth University Graduation ceremonies on participants
4)To identify the impact of the Plymouth University Graduation ceremonies on
stakeholders within Plymouth.
5)To identify the importance of stakeholders within mega events
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3 - Literature Review
3.1 - Introduction
Within this literature review it will be investigated into the variety of theories that there are
addressing mega events taking place in public spaces. Whilst the purpose of this research
project is to address graduation, the review will address the key elements of event impacts
and the relationship between the University and the community and if it should be a
consideration in the University’s events strategy.
The first section will be in research the engagement and community relationship between
educational institutions and the community. It further investigates what literature there is
addressing events organised by large organisations within city spaces and how they can
be used to get the community involved as well as how to get them to understand an event
that they may not feel associated with.
The next section will be to investigate the impacts that events can have upon the
stakeholders, community and participants. This will look at different definitions for
stakeholders and their importance in an organisation and events. It will also look at the
impacts that events may have to their stakeholders.
The final section is addressing the typology of events to allow the identification of the type
of event that graduation is. This will also connect the literature collected in the first two
sections by identifying the extent to which the event can impact upon previously
mentioned individuals or groups.
The review will aim to investigate the impacts of events and engagement of the community
well as addressing what research into graduation ceremonies has been undertaken.
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3.2 - Engagement in Community
One of the key points to consider with this event is that it is an event hosted by a private
organisation on public property. This means that though it is not targeted for the public,
there should be a considerations of community opinions. Mean & Tims (2005) observe that
many public spaces have become habitual spots for communities to use. Dines and Cattell
et al (2006) also comment on the attachment that can be made to local areas where there
is a chance to socialise with others. Fredline & Faulkner (2002) say that a lack of support
by members of the local community can prove detrimental for an event or tourism project.
It means that it is vital for organisers or project leaders to realise relationships with the
community are very important in regards to the venue and it should be ensured that they
do not feel threaten by the event.
Plymouth University is located centrally within the University and therefore cannot be
ignored by the public. Bok (1982) supports this by commenting that Universities are
commonly dominant in their communities are they have a wealth of facilities, knowledge
and staff. Also noting that the University is one of the largest employers in the southwest
and a key figure in the regeneration of Plymouth and wider area. This could be a
considered a primary reason for the support from the community who are already gaining
much from the University.
As the event is not primarily for the community, they are still a part of the function of the
event and it is vital part of it. Fredline & Faulkner (2000) and Pine & Gilmour (1999)
researched into the impacts of events and their community awareness of it. They found
that it wasn’t the actual tangible impact of the event that gave audiences an opinion
towards it but their experiences and values that would affect their feelings. O’Brien &
Gardiner (2006) discovered there were many chances for community growth projects that
were lost through lack of knowledge of them. They go on to suggest that in the hospitality
and tourism sector it is better to try to develop relationships which will have imminent
effects for those hosting which will in turn will help to grow plans for future developments.
There have been several theories developed to investigate the importance and function of
campus-community relationships. Gursoy & Kendall (2006) developed a model that
assessed the key elements on residents’ recognition of the impacts on mega events and to
what extent they would support it. The model broke these conditions down to : extent of
community concern, values, community attachment, understood costs and potential
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benefits. If local communities are able to comprehend these conditions, it encourages
more support to be gained and less obstruction in terms of protests or such.
A key theory for this project is one that addresses the relationship between the community
and the University. The Kellogg Commission (1999) was a report undertaken in America to
investigate the changes that could be undertaken in University Campuses. One of the key
points it discussed was the importance of an engaged institution and within there were 7
characteristics that could define one. These were: ‘Responsiveness, respect for partners,
academic neutrality, accessibility, integrating engagement into institutional mission,
coordination & resource adequacy’ (1999:13). The report found that at the centre of
creating community cohesion is the task of creating good partnerships between the
educational organisations and the community.
It must be noted that the culture between students and staff at a University and members
of the public are very different. This means that the needs of both, if not all three, are
different which will effect the processing of information and development of issues which
Bender (1993) proposes will lead to relationships potentially being complicated. Bender
(1993) and Keener (1999) add that many educational departments see themselves as
being detached from the community. Benson, Harkavy & Puckett (2000) does note that
sometimes University members can give the impression that they can seem snobbish with
a lack of interest in the community. McGrirr et al (2003) found that there was a habitual,
unsaid ‘invisible wall’ that students couldn’t cross to integrate within the city and
community. One of the best ways to integrate in the community is suggest by Mayfield
(2001) who discovered that Universities who function better with the community are those
that offer to use their resources within the community and are able to avert the issues and
media scrutiny that often suggests that Universities don’t care about the community.
There has been an increased interest in engaging with the community through
development of programs and offering the opportunity for facilities to be open to everyone
in the city. Boyte, & Hollander (1999) and Zlotkowski(1996) & Morton (1995) remarks that
any community work done by University’s is typically done as charity work rather than
working alongside the community towards some common goals. Bruning, McGrew &
Cooper (2006) undertook research into relationship between colleges, universities and the
community. The results found that there was a more positive attitude towards the
establishment if the community members had been onto campus within the past six
months than those who had not. Boyer (1996) suggests that high educational
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organisations should invest in the community, using its assets and knowledge to help
those who could learn from them.
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3.3 - Event impacts On Stakeholders
Events can be used to significantly impact upon their hosts towns and organisations and
are often used as promotional tool for the area. Pugh & Wood(2004) adds that local or
regional councils may use events within their strategies as a means to promote cities to
the public to encourage usage and awareness of the city. Shanka & Taylor (2003) found
that almost 60% of graduates from Western Australia University, came back to visit the
area on holidays and 58% staying for graduation ceremonies would use local businesses
for hospitality services. This proves that there is some evidence of university events
impacting on their community and should be monitored. Hiller (1998) adds that impacts
should be assessed at each stage of planning to ensure any issues that may arise are
dealt with. However this may be difficult if the impacts are not understand prior to the event
taking place.
This also means that they will undoubtable have an impact upon their events stakeholders.
Raj et al (2008) observed that the smaller the event, the fewer stakeholders it would have
compared to larger more elaborate events which would require bigger number of
stakeholders. These include organisers, employees, suppliers and the community, all of
whom are considered stakeholders depending on the type of event and audience
surrounding it which means that there are a variety of things that can affect the event and
which the event itself can affect upon. Therefore they are all considered stakeholders
within the event though they may not all be considered within planning stages.
Freeman (1984) defined a stakeholder as anyone, individual or group who are effected by
or can influence the success of the targets set by the company. The theory researched
was primarily to discover who and what should be considered and by taking into account
stakeholders strategies offer additional insight including social and political views. It also
found that often stakeholders carry out a multitude of roles which can sometimes lead to
conflicting ideas and opinions. Mitchell et all (1997) built a categorisation of stakeholders
which addressed the extent to which the stakeholder would have power, the legitimacy of
the stakeholder and at what stage it would have priority (SEE TABLE). However Miles
(2012) found that those who are considered as a stakeholder can be widely disputed. This
could be dismissed by other stakeholders or others don't recognising some as a
stakeholder.
The University also needs to consider its corporate responsibility and strategies in
engaging and investing the community. Puncheva (2007) observed that the corporate
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reputation of an organisation can affect the stakeholders involvement as their relationships
may be varied. However it was found that there was no framework that developed this as a
theory so developed a concept that the relationships depend of reputation, social
legitimacy and trading of assets. Duck (1994) warns that all stakeholders should consider
their actions and behaviours will affect any potential collaboration if they go against any
policies or guidelines of the other stakeholder. To support this Kelley & Thibaut (1978) and
Rusbalt (1983) suggests that if all parties are able to discuss the potential benefits or costs
to each so that the best solutions can be evaluated and acted upon. This ensures that
each stakeholder understands the other as each will have different requirements and
methods in approaching their audiences.
As the event is being held on public land there will certainly be some association between
the two groups. Hall (1997) and Getz (2005) say there is always a connection between
events and the community surrounding it and will therefore impact upon it so should be
considered a stakeholder for the event. They can affect the communities in a number of
different ways which Dwyer, Forsyth & Spurr (2006) state incorporate: total output, impacts
on regional consumption, creation of jobs and more. Crompton & Mckay (1994) Crompton
(1995) Delpy & Li (1998) suggest that it is now widely known that large community events
and festivals impact upon the economy. Many event teams pursue financial support from
local or national councils on the proviso that there will be positive impacts on the
community such as increased number of visitors, awareness of area, spending and
therefore more incentive for regeneration in underdeveloped areas. This is often one of the
primary ways that Regional Councils and policy makers assess events to evaluate the
economic costs or benefits of a major event (Wagner (1997), Murphy & Carmichael (1991)
McHone & Rungeling (2000)). Murphy & Carmichael (1991) also add that some part of the
impacts are made through the spending of attendees, participants and tourists of the
events or through related events.
There should also be the consideration of the direct impacts that may effect local
businesses or residents living near the site as they are likely to see most significant
changes from the site. These most notably would nuisance or disturbance from the event
entertainment and guests (Manchester, Poppleston & Allen 2008, Noise Council 1995 &
HSE 1999). If the event is to be repeated there should be additional measures put in place
to ensure that the direct community of the event including staff, organisers and those
attending the events are not badly effected (Howden 2004). As the event is for celebratory
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purposes there is the chance that there will be some disturbances which the organisers
should take additional time assessing.
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3.4 - Event Typology
When looking at events it must be remembered that they are not a static product that can
be sold on but it is an intangible experience for audiences. To be able to analyse them, we
must first categorise them to be to identify their purposes and aims. One of the first
aspects that should be looked at should be their size as this typically determines their
audience type and impact. Through research Jago and Shaw (1998) found that there is a
distinctive correlation between the size of an event and its budget, costs/benefit and
audience engagement.
There are a number of different ways and groups that events can be categorised into. One
is Bowdin et als (2006) four distinct groups of events. The smallest of these would be
community events which Janiskee (1996) says are run by and for the purpose of the
community using services or land owned by local councils or organisations and are
normally run to boost morale, raise awareness of charities or funds. The next size is major
events which appeal to a large number of audiences typically sporting events. Hallmark
events are the third which are synonymous with an area that Ritchie (1984) says they
happen once or may reoccur for short time for the purpose of adding major benefits to the
area through a series of unique experiences for audience. Getz (2005) also suggests that
they are some form of tradition for a place and add significant benefit to it. The final and
largest of events are ‘mega-events’ which Hall (1997) defines as being aimed at a global
market which involves large audiences, budgets and effect they have on communities and
areas. The most iconic of these are The Olympics which involve substantial involvement
and take a considerable amount of time and effort to organiser. Another way to categorise
events would be done by their patterns in audience, purpose and type. Getz(2005) created
a table for this which include cultural celebrations, business, educational and private
amongst others.
Both of the methods allow for a better definition and categorisation of the event though
there are difficulties when working with the event addressed in the project as there are a
varieties of events taking place within the site, all with a common purpose or theme yet
varying in size, type, style and audience. It could be considered that the overall event is a
form of a festival with other ‘sub events’ that are independent in their qualities. Defining the
event is not an essential part of the research project, however by identifying what type of
event is could be considered will help to establish the more central parts of the project
such as the stakeholders and how engagement and interaction with the community may
be done.
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3.5 - Conclusion
From the research of literature undertaken it can be seen that there is not a vast amount of
literature that has been done directly about graduations as events. This may be due to the
fact that they run for limited time frame, the personal investment and significance from
students and staff they are not freely available to the public which can sometimes be a
sense of exclusion to anyone who is not directly involved. As they are only recently
becoming events in their own right, it can be seen that it is difficult to categorise them as
they could be considered to a major or hallmark event yet they are mostly private events.
Yet as stated already, they bring large numbers of graduates, current students, friends and
families who spend time and money using facilities and services in the city resulting in
significant positive impacts providing that the relationship between the campus and
communities are good.
University’s may be private organisations and businesses but they have a large corporate
social responsibility to engage and encourage their local community. The community is
clearly a serious aspect of the planning process yet there also needs to be the same level
of recognition for the University who are a significant part of the city contributing to vast
amounts of knowledge, employment, facilities and more.
The literature may vary in exact definitions and considerations of stakeholders, yet all
agree that stakeholders are those who are effected and impact upon the event. As there
are a variety of events using the site, there are expectations that there will be a diversity of
stakeholders considered for the variety of events. The research undertaken within this
project will hope to find clarification in the theories and understandings discussed and find
evidence that that agree with them.
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4 - Methodology
4.1 - Research Philosophy
As this project is investigating the opinions, relationships and addressing social impacts,
the research will be using qualitative methods. Strauss and Corbin (1990) define as those
that do not use numerical measure and suggest that qualitative is used to comprehend an
unknown occurrence or new understandings on known occurrences. They advocate that
often qualitative research comes before quantitative which could be used further to
develop the study. This is supported by Cronbach (1975) who maintains that researchers
are unable to address social situations when looking solely at statistics. Whilst some of the
objectives could be investigated using a statistical approach, much of this research will
depend upon opinions of the interviewees.
Due to the nature of the project and the objective, the researcher will use several different
techniques to gain the data required. The researcher will use Denzin’s (1970) extended
idea of data triangulation by where a variety of sampling approaches are used. For this
project, the researcher will conduct exploratory and inductive reasoning through qualitative
research. Exploratory research has often be considered the initial stages of research as it
often requires the researcher to have a particular interest in the subject and must actually
be positioned within the research not do it all from afar (Stebbins 2001). This is applicable
for the researcher as they have worked at the event for a number of years with an
understanding and interest in the event, further discussion on the biases of the researcher
will be discussed in the ethics section of the methodology. Stebbins (2001) also addresses
the fact that many consider exploratory research to be disordered and lacking a route.
Inductive reasoning will also be used as it first makes the observations which results in
provisional hypothesis and then a theory is developed (Aqil Burney 2008). Copi, Cohen &
Flage (2007) state that results given from inductive reasoning are plausible depending on
the proof from research. This means that any detailed factual data given such as numbers
or revenue will require some evidence from the interviewee though it is expected that such
data will not be given.
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4.2 - Research Methods
The method used to research the aims and objectives will be through in-depth interviews.
By interviewing the individuals rather than allowing them to fill in questionnaires, the
research hopes that they will be able to capture a better visualisation of the interviews
opinions and attitudes as oppose to the limited script that they may only be willing to write
themselves. Bertaux (1981) states that when researching in social studies, interviews are
one of the most successful tools as humans are able to respond to how they feel or think
which cannot always be observed when using other methods. Seidman (2012) suggests
that interviews allow for a better understanding of the occurrences and will results will be
how the interviewees interpret those experiences. Di-Cicco-Bloom & Crabtree (2006) also
add that structured interviews often lead to quantitative data. By be able to do them face-
to-face will allow the interviewer to ask further questions that may develop and further
assist with the study.
The questions will be based upon the aims and objectives set for this project, but will ask
for the interviewees opinions of their experiences rather than testing only the theories
which Patton (2005) says will allow for rich data. Ritchie and Lewis (2003) advise that in-
depth interviews require structure but also allow for changes. This will allow for key themes
that required prior preparation to the interviews to be identified so the researcher has an
understanding of where the interviews should be lead to. Ritchie and Lewis (2003) also
suggest that the interviewer should ask follow up questions to allow for further answers to
be gained. The interviewee expects that additional questions will be asked to allow for the
respondents to answer with their own answers and opinions which is supported by
Douglas (1985) who stressed the importance of unrestricted verbalisation of the
interviewee. Douglass and Moustakas (1985) also back the idea of relationship
development between the research and the interviewee through shared reflection of the
topic. This will be helped through the researchers experience in the events that are being
explored, so an understanding and ability to prompts certain question responses will be
possible. Through the nature of interviews, in depth responses can be obtained which will
allow for richness and variety in data assist answering the aims and objectives of this
research.
The sample of the questions can be seen in (Appendix 1 & 2) which further break down
into two varieties. The first is for the internal interviewees who are directly involved in the
planning and running of the events and will have detailed knowledge about the event. The
other is for external who are essentially those who do not fall into the internal. They will
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include local businesses, suppliers or organisations that could potentially be considered
stakeholders. This will allow for the right information to be gained from the two groups.
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4.3 - Sample
To ensure that the findings are varied yet relevant to the project, the sample will be only
those who are able to offer relevant information. Marshall (1996) asserts that for qualitative
research the participants to be interviewed should be known and chosen specifically. If
they are chosen randomly it may lead to random results as their varying personalities,
experiences and opinions may not be as relevant as expected. However it will be taken in
to consideration Moscovici (1982) findings that individuals will have a variety of
presumptions and experiences which will lead to current experiences being seen as
something different by everyone. The researcher will therefore note that results will not all
be the identical.
The sample will be selected through what Marshall (1996) called judgement sample which
is purposeful selection of specific participants rather than randomly selecting them. The
sample size will depend on those able to partake in the interviews. Sandelowski (1995)
identified that if sample sizes are too small are inadequate in supporting the theory
development. However it is observed that if the sample size is too big, it can lead to an
inability to examine the data collected. Guest, Bunce and Johnson (2006) found that data
saturation can begin to set in at 12 in-depth interviews. For this research a target sample
size of 15 to be interviewed, as there are likely to be a variety of responses due to the
matrix of sample types resulting in differing opinions, however unnecessary interviews will
not be done to fill numbers as this will not give suitable findings.
The sample will be divided into a matrix (internal and external) to allow the researcher to
identify and analyse the results from each as it is expected that the different factors will
have similar opinions in their groups but different to the other factors. Jansen(2010)
observed that qualitative samples need to offer diverse data and the matrix will also help to
identify who will need to be selected. An example could be that for this study it would
impractical to only interview members of the University as this study requires results from
external stakeholders from the community and the city not directly involved in the
organisation of the graduations.
The individuals who will be interviewed have been specifically selected through their
involvement, experiences and knowledge of graduations. The matrix can be seen seen in
(Table 1 & Appendix 3) which shows the target individuals to interview and those who
completed interviews. The first two to interview will be the organisers of the Graduation
ceremonies, from the University and the other, the production and site manager of the
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events outsourced by the University . There will also be the consideration for snowballing
sample (Patton 2010) where upon the participants are able to suggest who else may be of
interest to the study. The next group of individuals being interviewed will be the external
stakeholders of Graduations such as council members, hoteliers and local trade groups
that may be used by the visitors of the events. They will be asked upon their opinions on
how the events impacts upon their businesses.
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4.4 - Data Analysis
When analysing the data the most suitable approach will be framework analysis.
Srivastava and Thomson (2009) defines framework analysis as that which can be done
during and after the data collection. The analysis is done through identifying of themes
within the data which Ritchie and Spencer (1994) says there are 5 steps for the process.
The first being familiarisation, identifying a thematic framework, indexing, charting and the
final being mapping and interpretation. Srivastava and Thomson (2009) do state that the
researcher will need to spend time interpreting the data which can be time consuming and
also can require further time to develop. This analysis process fits qualitative research as
both cannot use statistical and automated analysis.
When the data is collected it will be categorised into the core themes developed through
the objectives. These will then allow for the conceptual framework to be developed from
the data as it will use the objectives and themes to map the results and findings. The
framework will be based on the theories developed in the literature review and the key
characteristics identified through them. The framework will also allow for further elements
to be added if further research is undertaken.
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4.5 - Ethical Considerations
As stated already, the researcher has a previous affiliation with the event that is being
researched about. Though the bias will not be ignored, the previous knowledge and
experiences will be used to enhance the knowledge of the research. However this
advantage will not effect the findings as all will be displayed equally without favour to the
event. This projects purpose is to discover if theories already discussed are present in this
event. The researcher will not be adding their own thought and opinions to the findings and
discussion that will effect the data. There will also be the consideration for the political
issues that may arise from the opinions being expressed. The interviewee will attempt to
circumvent these by asking if the interviewee would like the interview to be anonymous
and that any objectionable quotes will not be directly used in the research.
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5 - Findings
5.1 - Introduction
Once the results had been collected and assessed (Table 2 & 3), an overall finding that the
Graduation events certainly impact upon the city with both sets of interviewees. Dan, Lisa
and Rich all commented saying ‘there are initial estimations of £2.2 million being spent in
the city in those two weeks with the 22,000 guests staying overnight and eating out.’.
Young also commented about the guests such as Honorary Doctorates ‘the University now
has a lot of pulling power to get big names to come down here to events like these’. The
comments address all of the objectives from both sets of those being interviewed which
was surprising unlikely as it was expected that many of the external interviewees would
have very contrasting views.
As expected though, there were understandable differences between the internal staff and
the external organisations that were interviewed as their experiences and understanding of
circumstances varied.Some interviewees such as Treasury and Young have previously
had relations and already work with the University on the Graduations so understood the
corporate objective and methods of workings as Treasury commented on the University's
‘green, sustainable and environmental policies’. Whilst some did not and further explained
some reservations or issue they had. An example of this would be where Facy had
commented ‘I know it’s for the University as I’ve been in the marquee before but otherwise
you don’t really know it is for the University, there doesn’t seem to be much obvious
branding’ . However, it can be seen from the findings that the prevailing consensus is that
overall the event is seen as a positive thing for the city with a variety of organisations
benefitting from it, an example is Treasury saying ‘they should be proud, it’s a showcase’
Page 24

5.2 - Objective 1)To assess the intended impact of the organisers of the
Plymouth University Graduation ceremonies
As there were significantly less of the internal staff interviewed compared to the external, it
if difficult to fully determine all the intended impacts without addressing local policies and
issues at the time of changing the venue. But One key observation that Rich did make
aware, was that it was not an intentional strategic decision for the University to hold its
Graduations on the Hoe, but due to ‘limitations in numbers, time and space at the
Pavilions, we trialled moving it to a bigger space’. This does affect the research behind the
intended impacts objective as almost of the interviewees, as Dan said ‘I don’t actually
know if there is an intended impact’, with the observation that any decisions made had to
align with corporate, local and governmental regulations. However Lisa said that the
intentions were to ‘to increase visitor spend to the city and increase repeat visits’, though it
could be considered that these impacts could still be achieved if the event was held at
another venue in the city.
The external interviewees main comments addressing the intended impacts were thought
of as ones that were already achieved. Also to note was that all externals commented on
the fact that is gave a huge amount to the city. TIC, Young, Treasury & CityBus all said ‘to
increase number of visitors to city’. Though all the externals were not part of the planning
stage, none commented on anything that could have put the University on bad light such
as saying that the University had only its own corporate agenda. All were very supportive
of the University’s community and city wide objectives through the event.
Page 25

5.3 - Objective 2)To analyse the actual impact of the Plymouth University
Graduation ceremonies
Regardless of the level to which the impacts were considered, all interviewees clearly
observed that the Graduations were significantly impacting upon the city every year. One
of the most repeated words that appeared was the word ‘showcase’ which was said by
Dan, CityBus, Scott and Young as well as similar associated words which were repeated
by both sets of interviewees addressing both the University and the city. Internal
interviewee Colly said ‘it raises profile for Plymouth city and University ‘ meaning that the
University can be seen to promote itself within the city and also external interviewee Facy
said ‘it shows off city. It’s a unique event’ meaning that the city also promotes itself but to
the wider area in the country. CoC added ‘the city has a real buzz when the events are
going on’. Though these comments do not represent the all the public opinion, there is
obviously the understanding that the event can be used as tool for the University and the
city.
As stated already all interviewees whether their businesses were effected or not changed
depending on the business, but even the individuals themselves said there was ‘an
increase of visitors to the city’ with the internal organisers making conservative estimates
that the numbers were as high as £2.2 million just in direct spending from the graduates
and families staying overnight and celebrating through the local hospitality services.
One unusual finding was that TIC and Young commented on was that ‘the city is
sometimes even busier in September compared to August’ going on to add ‘the event has
added to Plymouths summer season by an additional month’. TIC also went on to add that
‘the restaurants and hotels are constantly full when the Graduations are on’. However this
has some drawbacks which were also brought up, the first being that this extra season can
be very difficult for other visitors who expect that the city will be slightly quieter. But this
cannot be held solely responsible for the Graduations but on the factor that during the
fortnight of events there is also the fortnight, now developing into three weeks, of freshers
arriving with parents. CityBus and TIC commented about the those weeks arrivals ‘there
are a lot more people about including parents helping students move in, not just the
graduates and their families’. CityBus also added that it was difficult for their business to
measure the direct usage of their services by Graduation guests as the numbers
depended on weather, day and other factors in the city.
Page 26

5.4 - Objective 3) To assess the impact of the Plymouth University Graduation
ceremonies on participants
This objective is slightly harder to evaluate as it does not take into consideration the
opinions and experiences of the students and graduates who directly use the site.
However there are more considerations of participants than just those who are guests
which did raise interest in the opinions on the relationship and integration of staff and
students between themselves, the city and also the public with the University.
Almost all interviewees agreed that the event allowed this to happen naturally as the public
are now beginning to see that the University was stepping out from an often perceived
‘ivory tower that all universities can live in’ (Young). Colly added that ‘the University is often
seen as separate‘. This is not helped by the fact that the graduation site, due to safety
reasons, is surrounded by fencing which ‘many members of the public may see as
intimating’(Colly & TIC). However, this is resolved by the use of the marquee the week
prior to the Graduations meaning that ‘many businesses were able to use the
venue’ (Young & CoC) and work with the University. This also resulted in members of the
public being allowed in the venue, able to simply ‘have a look around’ (Colly), who along
with Dan also observed that this is where the communication between staff on site and
members of the public is vital to ensure that is represent the university correctly but also
be able to engage with them. By allowing them to come and engage through events such
as ‘SciTech’ which Dan, Colly and Young commented as an excellent example when the
public feel they can get involved in the venue and they aren’t being ‘kept out’ (Colly).
Page 27

5.5 - Objective 4)To identify the impact of the Plymouth University Graduation
ceremonies on stakeholders within Plymouth.
All interviewees agreed that the University was the key and primary stakeholder for
Graduations as they are the organisers but also the students and alumni are the guests,
as Young, Lisa and CoC said ‘the University has ownership of the event’. However
additional stakeholders are dependent on the interviewee and their experiences or
observations with the event and University. Many added ‘City Council’ (Colly & Lisa),
‘suppliers, caterers and staff on site’ (Treasury), ‘residents and users of the Hoe (Scott &
TIC ) and ‘city centre shops’ (LIsa). These can be seen as all of those involved in the
organising, procurement and functioning of the event as well as those who are directly
effected by the event site.
Surprisingly, as well as the organisers saying the event is for ‘Students and staff’ (Colly),
there were some external interviewees including CityBus, Young and TIC all commented
saying ‘it would be nice to get community involved but as it is a student event and that
should be the primary concern for graduation organisers’. This does mean that any
additional events that use the site including the week before are a great addition to the
event though there is the understanding of the events purpose and that without the
Graduations being the focus there little reason for the marquee to be there.
One unexpected finding was regarding stakeholders was the communication between the
University, the identified stakeholders and the local community. One finding was that
several of the external interviewees, specifically Treasury and TIC, both whom were
identified as external stakeholders, felt that they were not always told when the Graduation
fortnight was until very close to the time in the year. TIC commented that it is often ‘a
nightmare as there are graduations and freshers at the same time and we have to manage
very full hotels’. This meant there was a lack in ability to prepare for it in marketing or even
general understanding to liaise with the public and visitors. The residents did feel they are
informed about when building work would commence with Facy saying ‘we get told by a
letter from the University so I am prepared’. This did differ slightly with the opinions of the
organisers who believed that there was a suitable amount of communication to the public
through the letters and promotion during September. One suggestion made by Young, who
was also heavily involved in organising Americas Cup, was that there could be ‘a local
community steering group who would deal with communicating to public and to all local
Page 28

businesses’. This clearly shows that there is a potential void between the stakeholders and
the university regarding dates and key information conveyed about the events.
As the full range of stakeholders are identified, it allows for those who need additional
communication to be selected and the relationships to be improved. All interviewees noted
that their observed relationships with the University was good
All interviewees commented on the mutual benefits to both University and the community
through ‘the breakdown of barriers’ (Young) between the different cultures of a corporate
educational institute and a local community.
Page 29

5.6 - Objective 5)To identify the importance of stakeholders within mega
events
As already stated, the interviewees all identified the relevant stakeholders for the event
including ‘University & students’ (Dan & Lisa) ‘users of Hoe’ (TIC) and ‘suppliers for event’
(Treasury) were some amongst many that were suggested. It can be seen that the key
core of stakeholders were those who had some form of involvement or were directly
effected by it. However what was also interesting to observe that some of the external
interviewees only saw the University as the stakeholder as CoC and Young stated ‘the
University has ownership’ . This infers that those interviewees only see the University as a
consideration for the event which is surprising as CoC represents the businesses and
organisations across the city and should have more of an interest in the event.
The findings show that an event of this size that has such a large venue, footfall also
adding Youngs comment that the ‘University now has pulling power with Honorary
Doctorates’ and is being recognised within the SouthWest and the rest of the Country.
Therefore the stakeholders are clearly relevant for the organising and running of this type
and scale of event.
Page 30

5.7 - Additional findings
There are the additional considerations for the research which primarily regard other
stakeholders who would have been ideal organisations to interview. The first is the cafe on
the How, the closest businesses to the marquee and one that would notice significant
peaks to Hoe visitors as well as possible be in contact with a lot of the users of the Hoe.
From the researchers knowledge of the event, there was already an awareness of
difficulties between the site and the cafe, however findings given would have allowed for a
broader range of opinions to be found. The business however was very dismissive and did
not want to be interviewed. As this was done face-to-face it was possible to attain a sense
of dislike towards the event and did not want to be a part of anything to do with it.
The researcher also contacted the local press asking if they would able to be interviewed.
Whilst this contact was supportive to the research and the event itself. The researcher was
told that they did not consider themselves involved with the event and did not feel that
there would be an appropriate representative to interview.
Now with the other interviewees completed it can be seen that here is a lack of
understanding from the local organisations as to if they feel a part of it or in these case
don’t. If these two organisations had felt they were able to partake in the research, it could
have resulted in slightly different and more broad findings.
Page 31

6 - Discussion
6.1 - Introduction
From the key findings discussed in the previous chapter, they will now be compared to the
literature already discussed for the project. It can clearly be seen though that the findings
support the theory by Raj et al (2008) who observed that there is correlation between the
size of an event and costs/benefits, audience engagement and the stakeholders it effects.
Page 32

6.2 - Objective 1)To assess the intended impact of the organisers of the
Plymouth University Graduation ceremonies
Unfortunately there were limited findings on this section to evaluate due to there being
limited intentions from the organisers. The University representative Rich and Dan both
stated that ‘There aren’t any real intended impacts in terms of hosting it on the Hoe’
however it can been see that the results of the events is beneficial to the city and now
allows for a variety of events to take place. As Jago and Shaws (1998) observed that the
size of an event will correlate with the size of the impact. The organisers were aware that
as the event was extremely large, it would have significant impacts upon the communtiy.
Though it was not a strategic plan to have it on the Hoe, Bringle & Hatcher (2002) found
that the relationship between campus and community can happen through accidental
events, however it can also result in unexpected connections. This does mean that there is
little or no proof of intended strategy or policy occurring, thought it does align with the
Universities core values which include ‘ collaboration & partnership, taking pride in our
people and their achievements, promotion opportunity & social cohesion ‘ (plymouth.ac.uk/
mission) .These results can all be seen to have been mentioned in similar forms by the
interviewees in the findings chapter.
The perception of universities living in ivory towers was brought up on more than one
occasion (Young and Colly). It can be seen that this perception matched the research
done by Bruning, McGrew & Cooper (2006) and Brockliss (2000) who found that some
Universities were built within their own walls and intentionally allowed only limited
community interaction. However this is not the case at Plymouth University as Young
suggested that the campus is spread out across the city. This means the University and
event organisers always knew that the event would have to be somewhere else off
campus as there is not a building big enough.
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6.3 - Objective 2)To analyse the actual impact of the Plymouth University
All interviewees commented on the impacts to the city, some which were positive ‘it shows
of Plymouth’ (Scott) and some less so ‘it shows the money has a large budget to
spend’ (CoC). One key observation from the interviewees was that there was,
unsurprisingly, increased numbers of visitors to the city and the resultant increase to
spending during the fortnight (CoC, Scott & Dan) which is backed up by Crompton &
Mckay (1994) Crompton (1995) Delpy & Li (1998) (Wagner (1997): Murphy & Carmichael
(1991) McHone & Rungeling (2000) who all noted that large events add a significant
amount to their local economy which are incentives for local governments to support the
events. With reserved estimates being in the region of ‘£2.2 million’ ( Rich) & (Dan) it is not
surprising that the local council and other organisations are willing to be involved in the
event. Also to add to the direct spending, Colley said ‘it also effects the staff who work on
site’ as the site requires security, catering staff, student ambassadors and stewards which
is a statement supported by Dwyer, Forsyth & Spurr (2006) who noted that impacts can
also lead to the creation of jobs.
Another point of consideration from the findings was the tentative link developing between
the University and the community. In the literature review The Kellogg Commission (1999)
was discussed as it had developed a number of key characteristics that University’s have
to ensure a successful cohesion with public and therefore are more likely to succeed in the
community. These included campus culture, engaged intuition and the student experience.
Bringle and Hatcher (2002) also observed that an engaged institute that is accessible to
outsiders. Whilst the campus doors might not be used during the event, by taking the
University out of campus it puts the culture in the community to engage and interact with.
However even if the community felt it would be better to have it on campus, which CoC did
comment that it expected one day it may result in even though there are no buildings
suitable or big enough to host the event. Also logistically for the running of the city it would
prove detrimental as CityBus pointed out ‘open days are a nightmare as the whole of
North Hill gets blocked up, a whole week of graduations would stop the city’. This proves
that the campus-community relationships are important as communities need to recognise
that there are elements that work to their advantage as said in The Kellogg Commission
(1999) by observing that accessibility and integrating engagement were vital to its
success. If the event was so be held on campus, these factors would not happen.
Page 34

The interviewees who were reasonably in-tuned with the community opinions were
primarily TIC and Facy, who commented that event does effect the local community as
‘there was some disturbance during the evening events’ (Facy) especially those without
links to the University may find it more of a disturbance than recognise the benefits to the
city. Further added to that is that it is being held in public space that is normally open but
they are now unable to use their space for dog walking or such (TIC). Dines and Cattell et
al (2006) and Mean & Tims (2005) suggested that members of the public can often find it
difficult when ‘their’ space is being used for an alternative use which could lead to
development and regeneration of the area.
Page 35

6.4 - Objective 3)To assess the impact of the Plymouth University Graduation
ceremonies on participants
As many of the interviewees said (CityBus, TIC, Lisa) the key reason for the event was for
the families and friends of the graduates and that its primary focus should be on the
graduations. Many recognised the fact that it was a celebratory occasion with the words
‘celebration’, ‘proud’ (Dan, Scott and Young). This links with the the Universitys value of ‘
taking pride in our people and their achievements’ by offering a grand event a grand
occasion. Fredline & Faulkner (2000) found that often peoples opinion with events are
often based on their experiences and emotion at the time. Though an impressive venue
may help a guests experiences, Treasury raised the opinion that ‘it doesn’t matter where
they graduate, its the doing, not the where that counts for them’. However Dan counter-
argued by saying that it is such a grand venue that people are impressed and feel really
special.
Another important point to consider within the campus-community relationship is that by
having the venue off campus it does allow for more interaction between the attendees and
the community as travelling to the venue through the city is required as well as the
additional events engage a variety of audiences. It also allows for the University to engage
the city and the community the events that are run. McGrirr et al (2003) found that there
was a habitual, unsaid ‘invisible wall’ that students couldn’t cross to integrate within the city
and community. As Young noted the ‘Ivory tower or a wall between the University and
community’ this supports the observation made by Keener (1999) who noted that many
educational institutions detach themselves from the community. However the interviewees
then went on to say that those walls are being broken down through engagement with
students and community. This also helps the graduates to appreciate the graduations
being in the city and there being a sort of link between the two.
Page 36

6.5 - Combined Objective 4)To identify the impact of the Plymouth University
Graduation ceremonies on stakeholders within Plymouth. & 5)To identify the
importance of stakeholders within mega events
It can be seen in the findings that there were a variety of stakeholders suggested by the
interviewees. These varied depending on those being interviewed and their experiences
with the University and supported the theory of Freemans (1984) who identified that they
can be anyone who is effected or can affect the event. Some interviewees only saw the
University (TIC) as a stockholder where as some thought further out in the community
(Treasury).
It can be seen that the University is developing relationships with the community making
significant efforts to engage through events such as the additional marquee events during
September as well as Respect Festival, Lord Mayors Day Parade amongst others.
(QUOTE). This is backed by the Kellogg Commission (1999) and Bringle & Hatcher (2002)
who also state that accessibility and campus openness can help to engage with the
community. By welcoming the public onto campus through these events, the public may
feel less threaten by having the event in ‘their’ space, which is also backed by Bruning,
McGrew & Coopers (2006) suggestion that the community have a better attitude towards
the organisation if they are able to enter campus. Mayfields (2001) theory discussed that
campus-community relationships are better when they offer their resources to the
community. This was mentioned by the interviewees Dan & Colley who suggested that
events like such ‘SciTech Showcase’ opened the venue and University to the public and
schools and offered knowledge transfer to its audiences. Also this backs Fredline &
Faulkners (2002) theory that community approval will help the success of an event and
therefore the engagement through schools and charities develops their confidence in the
University.
Another point to consider, though it did cause variance between the interviewee answers,
is the communication of the University done prior to the event by sending letters to the
residents to inform them when building and the events would take place (Facy). However
other interviewees, especially local businesses found that there were not being told about
things.
Page 37

Also to consider is that the University is still quite new in being recognised as a university
establishment and not just as a polytechnic and with the city being primarily 'blue
collar' (Young) so some may still being adjusting to the University reputation which would
explain the previously discussed barriers .This links quite closely to the literature by
Freeman (1984) and Puncheva (2007) who discussed a number of stakeholder theories
that agreed that the key elements of stakeholder relationships depended firstly on the
reputation of an organisation. This was brought up by some interviewees who discussed
the fact that the university is now being recognised now as a successful university
worldwide receiving a number of accolades (CityBus & Young). There is now the necessity
for the University and even responsibility of the community, to represent themselves in the
best light to visitors and also offer value for money to potential students to encourage them
to study and stay in Plymouth.
Page 38

7 - Conclusion
7.1 - Key Themes and Findings
From the literature collected and research undertaken, it can be seen that the objectives
set before the project were met. The purpose of this report was to investigate the impacts
of the graduation events upon the participants, the city and the community. Through the
completion and analysis of the interviews, it can be seen that there is significant support
from the local businesses towards the University and the events that take place on the
Hoe. It can be seen that the main themes brought up from the research are those based
around objectives 2 , which looks at the impacts and relationship upon the city and the
community, and 4 and 5 which addresses at the stakeholders for this type of event. These
findings fully agree with the main conceptual theories discussed in the literature review
from Freeman (1984), The Kellogg Commission (1999) and Bringle & Hatcher (2002)
where reputation, communication & exchange of resources were crucial in developing a
relationship between campus-communities.
Despite much of the literature being based on general business stakeholder theory, the
findings add to the existing theory by making it possible to apply it to the events industry
with specific consideration for University Graduations . There must be the consideration
that events have significant power upon their communities, by using the example from
Americas Cup Report (2012) which identifies the direct, indirect and ripple impacts. Table 4
is a chart made from the findings to break down the stakeholders and identify and explain
the impact that may effect them and how they may affect the event. This has evaluated
those who should be seen as stakeholders
From this a model is able to be created to all for events organisers and stakeholders to
identify individuals or groups who should be considered when assessing the impacts of
event. The model can be use to apply for mega or hall mark events and can assist with
developing the relationships that will ensure the event is successful. This can also allow for
stakeholders to guarantee that they should be involved in certain elements of the planning,
execution and evaluation of the event.
Page 39

7.2 - Recommendations
Though only early recommendations can be made from the findings of the current
research, a suggestion would be that the University could make a public statement with
the dates and some public events that are taking place. This would allow the public to
adjust to the information and not feel to ‘sprung upon’ when the building of the site takes
place.
The key findings showed that there is an overall positive relationship between the
University and the community though more could be done to further ensure that the
relationship is improved and secured. This could include working with the Tourist
Information Centre to better develop communication to local businesses and organisations
whom may be effected such as hotels and restaurants. This would also allow for
development in marketing the city or making potential visitors aware what is happening in
the city during their visits.
7.3 - Limitations and Further Research
Due to the scale of the event, the variety of stakeholders found and without a recent
economic study of the Graduations, it is difficult to gain a full view of the impacts of the
events. Further research would allow for the framework developed in this research to
improved upon by comparing different universities.
Further research could be to do the study over a number of years addressing all elements
considered within impacts studies and also to gain knowledge directly from the guests and
the local community themselves which could be done through surveys or further
interviews. This would also allow for the development of trends that occur in events to be
considered and the research not to be based on just one year.
Page 40

Table and figures
Table 1. - Table of Sample
Table of expected and desired interviewees.
Stakeholders Name Organisation Job / Title Research purpose
Internal
Dan
Thomps
on
Kaos Production Site, venue
manager
Understanding and purpose of
Graduations and intentions of the
events and communications
between University and
communityRich
Avery
Plymouth University Graduation
Organiser
Susie
Stillwell
Plymouth University Events
Manager
Tracy
Wilson
Plymouth University Marketing &
Press officer
Recent Graduate To understand appreciation of
graduations for graduate and
what their guests did in terms of
city activities.
Future Graduate
External
Public Services – Police To identify if there is an increase
in public incidents.
Hotel association –
Conference Plymouth
To understand the facilities used
by the guest of Graduations
within the city during the two
weeks of events.Chamber of Commerce
-
Plymouth Council –
Head of Transport
Barbican Association
Visit Pymouth
Press – Herald, Western
Morning News
To gain insight into the
perceptions of public opinions
and comments on the event.
Residents association To understand the residence
groups concern with the event
and venue in a community
location
Page 41

Table 2. - Table of Completed Interviews
Completed interviews with their purpose for research
Stakeho
lder
Name Assigned
name in
report
Organisation Job / Title Research purpose
Internal
Dan
Thomps
on
Dan Kaos Production Site, venue and events
manager. Holds permits
for the site and key
contact with public
Understanding and purpose of
Graduations and intentions of
the events and
communications between
University and community
Rich
Avery
Rich Plymouth University Graduation Organiser
Lisa
Phillips
Lisa Plymouth University Head of Stakeholder
Engagement
Colly Colly Kaos Production Site Manager Interacts the most with the
public and users of the Hoe
External
Peter
Olivier
CityBus City Bus Commercial Manager for
City Bus
To understand the facilities
used by the guest of
Graduations within the city
during the two weeks of
events.
David
Young
Young Una Group Local Business owner,
user of marquee and
involved in Americas Cup
Amanda CoC Chamber of
Commerce -
Works in Chamber of
Commerce Events &
Marketing
Claire TIC Tourist Information
Centre
Manager of TIC
Ben
Sherma
n
Treasury Treasury Bar and
Restaurant
Owner of the Treasury
and previous caterer for
venue
Tom
Scott
Scott Member of
community
Hoe Resident and
student
To understand the opinions of
younger residents who use
site.
Andrew
Facy
Facy Member of
community
Hoe Resident and user To understand the opinions of
residents who do not use the
site
Page 42

Table 3 - Results Chart
Objective Theme organisers external additional
-To identify the impact
of the Plymouth
University Graduation
ceremonies on
stakeholders within
Plymouth.
-To identify the
importance of
stakeholders within
mega events
stakeholders
- define
- uni - vc office, dean of students,
student reps, ( Dan )
- Students, academics
ALSO City Council, suppliers, city
centre & Hospitality ( Rich )
- Uni but Council can use as
platform ( Colly)
- city centre shops (Lisa)
- Uni has ownership (CoC) but
cross sector -Council, traders
(Young)
- users of Hoe (TIC)
- suppliers, staff, hoteliers. not
council (Treas)
relationshi
p
- v good, some politics but being
largest employer in SW, has some
impact. (Dan)
- Good with suppliers, trust them
(Rich) most local
- largely positive though some
Hoe residents accuse us of
‘taking over the Hoe’ (Lisa
-potenetital to be see as irrelevant
(Young)
-not big issues, more with those it
effects (TIC)
venue
choice
-matter of necessity to create a
venue and use site. numbers were
able to increase significantly (Rich)
-Now high quality, ‘slick team’. Uni
runs site so controls all. (Dan)
-Not all staff are on site. Logistical
can be difficult. (Rich)
-Nice that Hoe is being used.
logistics difficult with set up(Colly)
-no other similar venues in
Plymouth. (Dan)
-beneficial to bring people into city,
forces them to move more
-Other venues will not be suitable.
-others can use it (Young)
- Stops Hoe being glorified carkpark
(Citybus
-very impressive (Scott)
- better than campus, open days
are logistically difficult for city
(Citybus)
- does it matter? event in itself is
special (Treas)
-To assess the intended
impact of the
organisers of the
Plymouth University
impacts on
city
- INTENTION is to increase
customer spend, attention &
more high profile events (lisa)
- 22,000+ people, overnight stay
& eating - huge income to city.
(DAN)
- piggybacking events promote
the city on a global scale -
Americas Cup ( Rich)
- raises profile. competition
(Colly)
- uni has responsibility to promote
local business (Rich)
-Highly increased numbers to city
Extended season, hotels busier’ -
(TIC) (Young)
- showcase for city & uni. Uni now
has pulling power for big names in
Hon Docs (Young)
- can disturbing to residents (Facy)
(Scott)
- Showcase. Add value to local
businesses (Scott) (Facy)
- proud. Showcase . ripple effect in
city (Treas)
- additional
events
Positive for
stakeholders
and
engaging
the
University’s
stakeholders
(Students,
associated
companies
etc)
-To analyse the actual
impact of the Plymouth
ceremonies on the city
promoting
the city
- to
student
s/
parents
- to
visitors
- some students don’t know of
Hoe. freshers welcome parties -
awareness, something extra as
fees increase. ( Dan)
- best place to have it. View (Rich)
- 1.5 Million photos. global scale
(Colly)
- share in celebrations (Lisa)
- Most graduations are closed
- use of venue chance B2B (Young)
- Shows off plymouth (Scott)
- great events TIC)
- Scenic location (Treas)
- unique event (Facy)
- Shows Uni is forward thinking, &
has large budget to spend on such
a high profile location and event
provision (CoC)
- Increased visitors, positive
publicity for Plymouth University,
positive perception of the city.
(CoC)
measures
?
-economic research done for
Americas Cup. but nothing
recently. (Lisa)
- Serio for Americas Cup. Poss
15- 20% increase in business.
(Rich
- poss £2 mill spend in 2 weeks
(Dan
-Increased footfall (TScott)
-difficult to measure directly,weather,
other events can effect numbers in
city (Citybus)
-economic study would need to be
done by Destination Plymouth or
PCC (CoC)
difficult to
measure
independently
through locals.
Would need to
be identified
from the
guests and
their spending
as the city is
already busy
and would not
be able to
identify specific
users.
Objective Theme
Page 43
This table identifies key phrases or quotes discussed in the interviews. Those with direct quotes
are followed by a (NAME INSERTED). The table is sectioned in columns by first the objective set,
then broken down into the question theme and sub category followed by the split between
organisers or external organisations and finally any additional comments or notes to add to each

repeat
business?
unknown for certain but yes from
freshers who attend barbican
more.
- better global events to
piggyback (Lisa)
- yes some but difficult to monitor
(Dan)
-- families do come back (Young)
-some but many grads leaving
(Treas)
-Hoe is always filled with students
(Facy)
-Return visits, spend within the local
economy and positive word of mouth
for the university. (CoC)
relationship
between uni
and public -
-relatively good. some people get
annoyed with the use of Hoe but
site staff communicate with public
well. some politics (Dan)
- mainly positive, local businesses
good
- Probably notices but wouldn’t do
if it was in Pavilions (Dan)
don’t always know what is
happening.
- breaks down barriers. poss for ivory
tower. many think whats in for me?
(Young)
-Other events as well such as
Respect, boat show etc increase
campus/community partnership
(citybus)
-marquee is not directly seen as uni
event. better branding? (Facy)
-doesn’t always engage with the
wider community. (CoC)
potential for
ivory tower/
barriers to
public
-To assess the impact
of the Plymouth
ceremonies on
participants
Does uni -
staff and
students
appreciate
venue/
city?
chance to
get out.
- yes. Students do observe the
venue. great feedback (Dan)
(Lisa)
-Chance to interact with others &
work off campus.
- Chance to celebrate with city
(Rich) (Lisa)
-staff love event and site (Lisa)
- Chance to engage both ways
(Young)
- Great chance to integrate with
community(Scott)
-many students don’t go to use
additional facilities (Treas)
-Uni is important part of the city both
as an educational institution & as a
cultural & economic contributor.
(CoC)
-Graduations are a positive way of
reinforcing University successes but
dont always show case the full extent
of a University’s offer. (CoC)
-beasutiful
setting (Lisa)
Does city
feel more
part of
university
- Through some of the events
yes, as public can attends.
- Marquee is spotlight (Rich)
- chance to celebrate with
students who have been here
for 3/4 years(Lisa)
-yes if they want (Scott)
-uni is in city centre, increased
interaction though not at night
(Citybus)
-No, Uni can be very independent
(CoC)
Community
engagement
- try to use venue in week before
for charity/ local groups events.
- need to engage more (Lisa)
- SciTech is great event (Lisa)
-Need to communicate more with
students (DYoung)
-not great deal of knowledge in city:
locals & students( TSCott)
-Aren’t told dates etc which can be
difficult. nightmare (TIC) (Treas)
-some business are involved in
events (Treas)
should
they be
involved?
-not necceasrly, it is a graduation
(Dan )
- Would love to (Rich)
- Would be great to have them
come to ceremony
would be nice for other events as the
venue isn’t alway in use.
- It is a graduation- first call is for
graduates ( CityBus) (Young) (TIC)
- yes as students are massive
presence in city ( Scott)
- those not related do not
understand (TIC)
- marquee is underused (FAcy)
- Not at all, it is seen as a University
event. (CoC)
NEED TO
DEFINE
BOUNDARIES
- what is the
purpose of the
event and who
is it for.
(Citybus)
(DYoung)
additional
comments
-Difficult to expand. No need: see
definition.(Da)
- marquee is top 10 temp
structure. Pioneer event (Colly)
- could def be replicated
elsewhere (Dan) (Lisa) BUT
would need same site (Colly)
-Could be used as city festival? a
general city steering group to look at
city concerns? (Young)
-No better way to end uni (Scott)
- may change if budgets change
(Treas)
- Predict that the ceremony will
move back to being held at the
University rather than at its current
site.
organisers external additionalObjective Theme
Page 44

Table 4 - Stakeholder Table - Data Development
Stakeholders Individual & Organisation Impact Examples of Impact.
University Overall Unvieristy Direct opporutnity to promote organsiation
to staff, city and further afield
Key Offices -VC, Dean of
Students
Direct
Ripple
Opporunity to promote to skills,,
knowledge and resources.
Chance to develop contacts with
business, political and social leaders
in city, nationally and internationally
Students - current & freshers Direct Chance to engage with community
and feel more a part of the city
Faculty Offices & Staff-
lecturers, support staff
Direct Chance to engage with students who
they will wok with and have worked
with
Graduates -attendees- friends
and family
Direct Chance to celebrate their university
life with the support staff, academics
family and city
City Council & Trade Bodies City Council - Events &
Marketing Office
Indirect
Ripple
Benefit from the spending in the city
by guest.
Repeat visits and personal promotion
from guest will boost local economy
Destination Plymouth Indirect & RIpple Increase in visitors to area which
could lead to repeat visitor
Chamber of Commerce Indirect increase to local spending
Event Site Event staff Direct & Indirect Employment & employability
opportunities increase through
reputioan
Event Suppliers Direct & Indirect current business and due to length of
contracts, ensured business.
Hospitality Sector Restaurants Indirect
Rippple
Guests eating out
Repeat visits and recommendations
Hotels Indirect
RIpple
Visitors staying overnight
Stakeholders
Page 45
Stakeholder and Event Relationship Chart.
Through the research of this project, the development of stakeholder and relationship
considerations that should be addressed within the planning stages, running and evaluation of
university events. There is also the identification as to whether the impacts are direct, indirect or
ripple through the comments and evaluation done from the research.

City Facilities Local attractions Indirect
Ripple
Use by visitors & current students
City centre shops Indirect
Ripple
Use by visitors & current students
Transport Trains & Buses Indirect
Ripple
Use services
repeat use by visitors and students
Community Residents of Hoe Direct
Ripple
Disturbance to residents area.
Frequently disturbed and increase
visitors to Hoe throughout year
Users of Hoe Direct
Ripple
Site results in limited access to Hoe
Increased visitors to Hoe throughout
year
Members of City and Wider
Area
Ripple Through increased visitor numbers
and spending there is an increase in
investment and development to the
University and City
Individual & Organisation Impact Examples of Impact.Stakeholders
Page 46

Table 5 - Fleming Framework
Framework developed from the research of this project. Used to indignity the stakeholders and
required relationships in mega or hallmark events.
Page 47

Appendices
1 - Sample of Questions - Internal
1) What is your involvement is Plymouth University Graduations?
2) How long have you been involved in the event?
3) How often were you on site during the running of the events?
4) Who would you consider to be stakeholders for the Graduations? Both internally within
the University and externally within the cit?
5) What were your experiences with working with organisations around the city for a
University based event? (any preconceived ideas or attitudes?)
6) From your perspective, what are the intended impacts of Graduations upon the city?
7) How do you think it actually does impact on the city?
a. Have there been any measures? (studies, proven numbers etc?)
8) What in your opinion are the consequences in bringing the students, staff etc off
campus? Do they feel more a part of the city?
a. Vice versa? Does the city feel more involved with the University?
9) From your perspective what are the inter ended impacts upon the participants?
(students, guests, staff, hon docs giving them that chance to see the city, opportunity to
engage)
10) Do you think it allows some staff such as administrators, faculty assistance etc to engage
with students they may not normally interact with?
a. and vice versa? students chance to engage with staff?
11) What are the views of the visitors who use the venue? Do you receive feedback?
a. Do they appreciate the location?
b. Do they understand the impacts of having it off campus?
12) What are the impacts of having the week prior of events and freshers party on site?
a. Does it promote the University well to freshers and external stakeholders using the
venue?
13) What do you think is the relationship between the University and the stakeholders? It is
positive negative?
14) How well do you think he event(all the events on site) promotes the best of the city to
outsiders?
15) What are your thoughts on having graduation ceremonies within the city and not
exclusively on campus?
16) How do you think the event could be improved?
17) How much do you think the community are involved in the event?
18) Have there been any observations from having such a large essentially private event in a
public area?
19) How does the running of the event impact upon the University itself?
a. Is it difficult as they are separate sites
b. How do University staff find the event? Positive negative feedback?
20) Do you think the community could and should be involved further in the event? How?
21) Where do you see this event going in the future?
a. Any intended impacts planned for the future?
22) Any additional thoughts?
Page 48

2 - Sample of Questions - External
1) If any, what is your involvement in Graduation events?
a. (If yes) How long have you been involved?
2) Were you consulted at any meetings or correspondence prior to the event?
3) How have you found working with the University for such a large event?
4) Have you attended many of the individual events that were run on site?
a. Did you attend any graduations? Thoughts?
b. Did you attend any of the prior week of events? Thoughts?
5) Who would you consider to key stakeholders within the city for this events?
6) Who do you see as being responsible in promoting the event within the city?
7) What sort of image do you think that the University portrays to the city by running these
events?
8) From your organisations perspective, what are the intended impacts of Graduations
upon the city?
a. How do you think it actually does it impact on the city?
9) How does your organisation see the University as part of the community and city in
terms of bringing the students, staff etc off campus?
a. Vice versa? Does the city feel more a part of the university?
10) From your organisations perspective what are the potential intended impacts upon
participants (students, guests, staff, hon docs offering a chance to see city)?
a. How do you think it actually impacts on participants (students, guests, staff, hon
docs)? Different? Why?
11) How do they impact upon your organisation and the city? (use of restaurants, sites and
entertainment opportunities etc)
a. How would your organisation measure the impacts?
12) Has your organisation noticed any changes during the time of year that the event is on?
13) Do you think that the Graduations show the best of the University to guests and the
city?
14) What are the impacts of having the week prior of events and freshers party on site? Has
there been an encouraged use of the city facilities?
15) What do you think is the relationship between the Graduation events and the
stakeholders? Is it positive/negative?
a. How could it be improved?
16) How much do you think the community are involved in the event?
17) Do you think that the community should be further involved in the event?
18) Where do you see this event going in the future?
19) Any addition comments?
Page 49

3 - Letter to Potential Interviewees
To Whom it May Concern
My name is Hannah Fleming and I am a final year students studying Events Management at
Plymouth University.
I have received your contact details from the team who organise Plymouth University Graduation.
I am emailing to ask if it would be at all possible to interview you as part of my Honours Project? I
am researching into the impacts of Plymouth University Graduations upon the city and its
community through addressing stakeholder relationships and would like to find out your
organisations opinions on the impacts of the event on the city.
I would need to ask you a number of questions that will take a maximum of 45 minutes to
complete. I would be available to come to your place of work or to conduct a telephone interview at
a time that is convenient for you.
If you could email me on hannah.fleming@students.plymouth.ac.uk to confirm your availability.
I look forward to hearing from you soon.
Kindest Regards
Hannah Fleming
4 - Transcript of Interview with Internal
Page 50

Interviewer: What is your involvement in Plymouth University Graduation?
Dan: I am the production and site manager for the event.
Interviewer: How long have you been involved in the event?
Dan: We have just taken the contract again to this is our seventh year so we have done six years
previous.
Interviewer: How often are you on site during the running of the events?
Dan: average is probably, probably about 14 hours a day. But it can fluctuate to 18 hours a day
quite easily.
Interviewer: And that’s every day?
Dan: yeh, I mean I do try and have A day off between it all and you try to do a couple days but the
nature and size of that site because its so public, it is difficult.
Interviewer: Who do you consider to be stakeholder for the Graduations? Both internally
within the University and externally within the city?
Dan: umm well I guess its external relations within the University but its also the Chancellor, the
Vice-Chancellor office, though I am not sure what title they come under. But I guess to a degree its
the, you know, student representative now, we have the students events up there so the new Dean
of Students is probably quite a big stakeholder in it now. And then through SciTech and stuff like
that, so actually the majority of the University are really. And obviously everyone at the University
has someone has somebody who is going through to graduate so….
Interviewer: So who would you say externally within the city?
Dan: I guess its the city itself because obviously as there are great benefits to have such a large
prestigious event in the city. And obviously partly the way its timed because people have left so
everybody comes back to the city so thats a large influx for a week, 10 days.
Interviewer: So seasonal?
Dan: yeh well totally and that kind of event people spend.
Interviewer: What were your experiences with working with organisations around the
city for a University based event?
Dan: Umm…. I mean very good really I guess, they know the nature of your client and my client is
the university so they are a big employer in the town. I get a lot more messing about on other
events I guess. But as with big players, there is a lot of politics involved so.
Interviewer: From your persecutive , what are the intended impacts of Graduations upon
the city? So actually having them?
Dan: Well I don’t actually know if there is an intended impact, I mean the impacts are obviously
bringing 22,000 people to attend, the majority of them are going to stay here at least one night,
they are going to dine at least twice, they will probably go shopping so the economic impact is
huge now on a basic, some people will spend £30-40, I would say most people would spend a
minimum of £50 a day and they have already bought their ticket so are nearing £100 and then if
people are staying a night, your looking at a minimum of £60 a night for a bed, coming up to £100
in season. So even if you worked on £100 per head coming to that event,your looking at
£2.2million in economic impact in the city and it probably is actually a lot higher than that as we
know that every restaurant is busy, you know there is a big knock on effect.
Interviewer: Ok well you actually kind of answered question seven in that. (7a) Have there
actually been any studies to measure it?
Dan: I think this year we will get Serio economic impact study done. There was an impact studies
done around Americas Cup but it was very hard to pull from that as there were so many things
going on. But actually Serio is part of the University so I have said that we really should be pulling
those figures.
Page 51

Interviewer: what in your opinion are the consequences in bringing the students, staff and
other members of University off campus? Do they feel a part of the city?
Dan: I think its, you know, for the nature of this event is special occasion s its a very special venue
so I think it puts people on a high really. Its very very good in that sense. And I imagine if your
graduation took place on campus where you've spent that past 3 years it wouldn’t have the same
impact or if you went into the Pavilions. so you know there is one thing, the actual stature of the
venue is quite grand even though it is marquees. And obviously the vista is very grand.
Interviewer: and Vice versa? Does the city feel more involved within the university by them
having such a special event?
Dan: Well I don’t know about more involved but I think the city notices it and I don’t think the city
probably would notice it if it was in the Pavilions. Now some people would say is that for better or
not but I think it is good thing, this city needs to understand that the University are a main player in
the city now so in that kind of sense, they do.
Interviewer: so when you say notices it, do you mean just graduation or the whole
university?
Dan: Well by noticing the graduations, you’ll notice, it brings to light the university.
Interviewer: From your perspective what are the intended impacts upon participants? or
attendees such as staff,guest or honorary doctorates? Do you think if offers them the
chance to see the city, or an opportunity to engage with the city?
Dan: well I think, again, its a payoff at the end of their handwork at university or a detox. And as a
payoff, its a great venue for it, its very special. I think most people get there and go ‘wow’ actually
we get a massive amount of feedback from people saying how wonderful it is up there.
Interviewer: How do you think it actually does impact on participants?
Dan: well I don’t know about impact but obviously visually it does, its something special, its a very
special day so they have had a lovely day. And you know, I get the feedback,I’m sure most people
know people going to other universities so they will realise how good their graduation is in
Plymouth cos I have heard some horrendous stories of graduation across the country so in that
sense it is something to feel proud of. But at the end of the day they have finished so its a nice
farewell I guess.
Interviewer: Do you think it allows some staff such as administrators, faculty assistances to
engage with students they may not normally interact with? Do many help out?
Dan: I guess they do, they are a little bit more one to one up there and the nature of it every bodies
very keen, even the academics, I see them relating to the students and stuff so I guess to a degree
but I don’t really know their interaction on campus so its quite difficult for me.
Interviewer: But you see them doing it on site?
Dan: yeh,
Interviewer: What are the views of the visitors who use the venue? Do you receive
feedback, though you’ve already said that. Do they appreciate the location? Do they
understand the difference of having it off campus.
Dan: I would question if anybody understands the difference of having it off campus. People don’t
think about things like that, do they? They just go to wherever it is. But we definitely get a massive
amount of impact, you know, we get ‘ wow, wonderful & spectacular’ and I think its a very slick
operation up there, we fine tune that, although I have to say even from the early days it was a slick
operation and I am very conscious of that, we get a lot of feedback from the other professionals
who work at other graduations who say how well run it is, so its very smooth for everybody.
Interviewer: What are the impacts of having the week prior of events and the freshers party
on site? Does it promote the University well to the freshers and the other stakeholders who
are using the venue?
Dan: Well I think external stakeholders who are using the venue yes, they are usually grateful and
thankful to be in there, cos Plymouth isn’t awash with wonderful venues, we’ve got basic hotels
really which is great if you’re doing an event, its a wonderful space to be on. Sorry jump back to
that again?
Page 52

Interviewer: Do the week prior of events and freshers party…?
Dan: yeh well the freshers party I think does them quite good, cos I have been amazed in the past
at how many young students I had met on their third year who had never been on the Hoe. So you
know, or don’t walk around and explore the city so if in their first couple weeks of being down here,
they get up there and that triggers them to have a wander around, thats got to be good for the city
in its own right cos what that does do is get them away from the enclave of North Hill.
Interviewer: What do you think is the relationship between the University and the
stakeholders? Is it positive, negative? So looking at them organising the events?
Dan: yeh well so this is mostly university stakeholders isn't it? so your talking about the student
union, the student representatives and stuff. Yeh i think its very good, one thing I think it highlights
to all of them is how much hard work is an event which I get the feeling is what a lot of them didn’t
realise and what hours are involved, I’m really noticing that now on campus with their events team.
Interviewer: How well do you think the gradations and all the events on site promotes the
city?
Dan: umm well thats a interesting one really, I don’t actually know if, well it promotes the city to the
attendees cos obviously they are going to a rather grand event, it looks very posh, however i don’t
think it would necessarily bring, the people it brings are obviously ticketed and have a relationship
to the university but I don’t think it would bring people in. Its not marketed to bring people in,
generally shall we say. Obviously it has the potential to do that.
Interviewer: And what are you thoughts on having the gradations in the city and not
exclusively on campus?
Dan: Again, I think we’ve already asked that before, I think its probably great, it gets bodies out and
about moving around. I also kind of get the feeling that it would be pandemonium if you tried to put
that on campus. Theres just not enough space, so its still very close, its walkable, it a 5 minute
walk really, so its very beneficial, I mean there a couple other sites around the city that could
possibly be used but that is without a doubt the place.
Interviewer: And do you think this style of event could be replicated in other locations.
such as other universities. do you think that would work? Would you recommend it?
Dan: Well its a questions that has been had. yes it would work, its an event and slick events work
wherever they are, the big scenarios with any of those kinds of event, is getting the people to put
the money up for that kind of even,t they aren’t cheap events to run. But they’re not cheap events
when they are being run in the Pavilions or anywhere so all those kinds of event are expensive
events. I know a couple of Universities who have done them across split sites so it slight depends
on what they are getting that is cheaper place. but yeh its certainly something that could be
replicated.
Interviewer: Have there been any lessons learnt from having such a large essentially private
event in a large public area.
Dan: Communication is obviously very key and I think we’ve done very well on that but yes you
can get people who are slightly irate co they have got to walk an extra 10 feet to get somewhere
but vernally we keep people fairly happy, though funnily enough I did see the man with the
rotwieler the other day glaring at me, walking his dogs on the Hoe. But the nature of any big event
generally will get one or two people who, no matter what you do, will not be happy but the majority
of people up there with good communication, signage, letters that go out there from the university,
we don’t really get a lot of problems, we were told we would get a lot of problems originally by the
council but they were quite surprised at how little, but a lot of that is down to site crew and
everyone communicating when they are asked questions.
interviewer: Do you think that the community should be further involved in the event?
Dan: I don’t know about involved but I think they should have the opportunity to go to events, yes.I
think you have to go very careful when you start getting the public involved as it can be an
absolute nightmare to be honest. However doing events that the public get into….
Interviewer: So using it for the venue?
Dan: Well using it for something like SciTech, you know.
Page 53

Interviewer: How does the running of the event impact upon the University itself? Is it
difficult as they are separate sites?
Dan: I think certain staff are certainly pushed as the logistics of moving everything backwards and
forwards. So there internal guys that move everything about have a busy week, but after a number
of years we’ve adapted and tried to help them as much as possible and it is quite nice for them to
get away from campus I imagine for a week or two.
Interviewer: Do you get feedback any from the staff? Such as internal moving staff?
Dan: yeh I think in generally everyone enjoys it. I think, its amazing how many miles you tread, as
you well know, so I think a lot of people do exhaust them a little bit but thats probably also with a
big dose of fresh sea air. But generally I think everyone really enjoys being up there. but also that
fact that you can look out the window and you've such an amazing vistas really takes away a lot of
stress.
Interviewer: Where do you see this event going in the future? Could it develop further?
Dan: well there are limitations, you know there were discussions, at the end of the day graduations
need to under what it is, if it tries to, we noticed it before when people tried to put in for tender and
people were trying to rearrange the songbook, rewrite the rule book, but there is no need.
Graduation is the art of going across the stage, picking up, shaking hands and doing your bit. At
the moment I don’t think there is any real call to radically change that. And that determines what
else goes on.
Interviewer: So are there any intended plans, impact for the future? Whether to engage
other people, community groups within the city?
Dan: Well I think one of the natures of it, I think there is something booked in, you know because
the size of the venue, you know, as with Americas Cup, when big things come to town, at that time
of year, it will be used. They be wanting to get involved in the marquees. But I couldn’t tell what
they are at the moment, I couldn’t tell you off hand.
Interviewer: Well thank you so much for doing that. Any further comments?
Dan: No not really.
Interviewer: Thank you
Page 54

FULL REPORT - 17:04

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