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




Lynn University                                          January 31, 2013
Office of Institutional Research, Planning & Assessment
Hosting the Final Presidential Debate of 2012
 An Examination of Impact & Associated Benefits

                                                                                                      Jason L. Walton, Chief of Staff
                                                                                                            2012 Debate Co-Chair

                                                                                                              Lara Martin, Director
                                                                             Office of Institutional Research Planning & Assessment

                                                                                                                  Lynn University
                                                                                                         3601 North Military Trail
                                                                                                       Boca Raton, FL 33431-5598

                                                                                                                   January 31, 2013




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


                                   Background.............................................................................................1

                                   Introduction...........................................................................................2

                                   Economic Impact Analysis...................................................................3

                                   Traditional Media Metrics.................................................................33

                                   Web & Social Media Metrics............................................................52

                                   Associated Benefits............................................................................57




61   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Background                                                                    Obama - Romney | Lynn University, Boca Raton, FL | October 22, 2012
    On October 22, 2012, Lynn University hosted
    the third and final presidential debate between
    President Barack Obama and Republican
    challenger and former Massachusetts
    Governor Mitt Romney. The debate at Lynn
    was the final of four debates (three presidential
    and one vice-presidential) organized by the
    Commission on Presidential Debates (CPD), a
    non-profit, non-partisan, independent entity
    formed in 1987 to ensure that debates, as a
    permanent part of every general election,
    provide the best possible information to                                   Photo: Mark Abraham
    viewers and listeners.

    Lynn University submitted its application to the CPD to be a host location well over a year in advance of the debate
    in the spring of 2011. Lynn was one of dozens of schools to express interest in serving as a host location nationally
    and one of 12 institutions where the CPD actually conducted a site visit. The site selection review process
    concluded on October 31, 2011 when all CPD host sites, including Lynn, were officially announced.
    In the ensuing months, Lynn University campus buildings and grounds were transformed to accommodate the
    national event. Lynn’s devoted trustees, faculty, staff, students, and alumni worked diligently with elected officials,
    local governments and agencies, United States Secret Service, other law enforcement representatives, education
    partners, business sector representatives, cultural arts organizations, and numerous other entities and individuals
    to ensure that the final presidential debate of 2012 would be a success.




1   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Introduction
    Hosting the final presidential debate of 2012 represented a substantial commitment of time, resources and personnel
    for Lynn University. The Office of Institutional Research, Planning and Assessment (IRPA) at Lynn University was
    engaged to conduct this examination to obtain the best possible view of the positive effects generated by the October
    22 event. IRPA was responsible for the design and coordination of the report. Consulted third-party sources and
    research affiliates are listed below:




                                                                @gov
                                                               Twitter
                                                             Government




2   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
ECONOMIC IMPACT ANALYSIS
M E T H O D O LO G I E S & DATA S O U R C E S
    FACILITY AND OPERATIONAL SPENDING

    Cash spending estimates                                                                        Lynn University accounting records
    Donation estimates                                                                             Lynn University accounting records

    Economic modeling                                                                              Enigma Research Special Events Impact Model

DELEGATE AND MEDIA SPENDING

    Attendance estimates                                                                           Accreditation records

    Delegate spending estimates                                                                    Palm Beach County CVB spending data
    Spectator spending estimates                                                                   Boca Raton and Delray Beach event organizers
    Media spending estimates                                                                       Online survey of 200 accredited media
    Economic modeling                                                                              Enigma Research Special Events Impact Model

    ANCILLARY EVENT SPENDING

    Attendance estimates                                                                           Boca Raton and Delray Beach event organizers
    Spectator spending estimates                                                                   On-site survey of 300 spectators
    Ancillary event operational expenses                                                           Boca Raton and Delray Beach event organizers
    Economic modeling                                                                              Enigma Research Special Events Impact Model

    NATIONAL AWARENESS AND LEGACY EFFECT
    Awareness estimates                                                                            ORC National Survey of 1,000 adults
    Legacy effect spending estimates                                                               Palm Beach County CVB spending data
    Economic modeling                                                                              Enigma Research Special Events Impact Model




4   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Highlights
1. Economic impact of final presidential debate estimated at $13.1M in Palm Beach County
 • Economic impact resulted from estimated $8.1M in new spending related to event

    •   New spending derived from facility spending, operations, non-local delegates (CPD staff, campaign staff, invited
        guests and media) and ancillary events

    •   Estimate includes direct, indirect, and induced impact

2. Considerable employment and tax revenue supported by debate-related spending
 • New spending supported equivalent of 125 full-year jobs in Palm Beach County

    •   Approximately half of employment in accommodations, food services, entertainment, and recreation

    •   Estimated $1.4M in tax revenue shared by three levels of government

3. High proportion of Americans followed the debate and were aware of location
 • National telephone survey estimated that 187.8M U.S. adults (79%) either watched or followed the debate

    •   Estimated 99.9M U.S. adults (42%) were aware that the debate was held in Boca Raton or Palm Beach County

    •   68.9M (29%) knew the debate was held at Lynn University




5   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Highlights continued
4. Local attendees spent $1.7M at ancillary events
 • On-site surveys at Rock the Vote and Spin the Vote estimated that local residents spent $1.7M

    •   Most local spending ($1.4M) was on food and beverage at or near the event sites

    •   While not considered new spending or economic impact, demonstrates local support for event

5. Final presidential debate delivered non-economic benefits to residents
 • Attendees at ancillary events and Red, White, and View were asked opinions of the event

    •   91% of respondents were proud that Lynn University was hosting the final presidential debate

    •   89% believed that Palm Beach County should host more high-profile events

6. Tourism Legacy Effect could be much greater than initial economic impact
 • National survey estimated that 2% of U.S. adults were inspired to visit Palm Beach County after viewing the
     debate

    •   Tourism Legacy Effect could bring thousands of tourists; millions in visitor spending

    •   While projections are highly speculative, findings suggest legacy can exceed impact of initial event




6   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 1: Total Economic Impact of Final Presidential Debate
• Economic impact at special events is derived from any new spending which would never have occurred in a region
if the event did not take place. At the final presidential debate held at Lynn University, new spending resulted from
three main categories: facility and operational spending, delegate and media spending, and ancillary events.
• An estimated $8.1M in new spending occurred in the region as a result of the final presidential debate. This
included approximately $4.5M in facility and operational spending, $3.0M from delegates and media at the main site,
and $0.6M related to ancillary events Spin the Vote and Rock the Vote.
• Enigma’s Special Events Economic Impact Model estimated that the $8.1M in new spending resulted in an overall
economic impact of $13.1M in Palm Beach County. Enigma’s economic modeling system is based upon RIMS II
multipliers supplied by the U.S. Department of Commerce.
• Additionally, spending related to the final presidential debate supported an estimated $1.4M in tax revenue,
including $0.8M in federal taxes, $0.3M in state taxes, and $0.3M at the local level.
• The economic model also estimated that event-related spending supported the equivalent of 125 full-year jobs in
Palm Beach County.
• Approximately half the employment supported was in the accommodation, food services, entertainment, and
recreation sectors. Many other employment sectors were supported, including transportation, warehousing, retail,
and professional services.




7   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
DEBATE-RELATED SPENDING IN PALM BEACH COUNTY

FACILITY AND OPERATIONAL SPENDING

Facility and operational spending (cash)                                           Cash expenditures related to hosting event                   $2,960,213
Facility and operational spending (donated                                         Value of donated items related to hosting event              $1,556,529
Total facility and operational spending                                                                       Total                             $4,516,742

DELEGATE AND MEDIA SPENDING

Non-local delegate spending                                                        Spending by non-locals within Performing Arts Center         $198,000
Non-local spectator spending                                                       Spending by non-locals at VIP and Red, White, and View       $119,000
Non-local media spending                                                           Spending by non-local accredited and non-accredited media    $2,662,000
Total delegate and media spending                                                                             Total                             $2,979,000


ANCILLARY EVENT SPENDING

Non-local spectator spending                                                       Tourism spending at Spin the Vote and Rock the Vote          $400,300
Operational spending                                                               Operational spending at Spin the Vote and Rock the Vote      $190,425
Total ancillary event spending                                                                                Total                             $590,725


                                                                                             Total debate-related spending                     $8,086,550




8   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
ECONOMIC IMPACT IN PALM BEACH COUNTY
DEBATE-RELATED SPENDING

    Total debate-related spending                                                                   $8.1M
     Facility and operational spending                                                              $4.5M
     Delegate and media spending                                                                    $3.0M
     Ancillary event spending                                                                       $0.6M


ECONOMIC IMPACT, EMPLOYMENT, AND TAXES

    Total economic impact (Industry Output)                                                         $13.1M
     Direct and indirect impact                                                                     $11.0M
     Induced impact                                                                                 $2.1M


Employment supported (full-year job equivalents)                                                     125


Total taxes supported                                                                               $1.4M
     Federal                                                                                        $0.8M
     State                                                                                          $0.3M
     Local                                                                                          $0.3M




9    Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
TYPES OF EMPLOYMENT SUPPORTED: 125 jobs (full-year job equivalents)


                          Accomodation and food services                                                                48
                     Arts, Entertainment, and Recreation                                              17
                          Transportation and Warehousing                                              16
                                                              Retail Trade                       8
      Professional, Scientific, and Technical Services                                           8
Administrative and Waste Management Services                                                 6
                                                          Manufacturing                  5
                           Healthcare and Social Assistance                              5
                                            Finance and Insurance                        4
                              Real Estate Rental and Leasing 3
                                                                        Other            5

                                                                                     0               12.5   25   37.5        50


10   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 2: Facility and Operational Spending
• Preparing the site and producing the event involved considerable facility and operational
spending. These expenditures contribute to economic impact, as they would never have been
incurred if the final presidential debate did not take place at Lynn University. Only expenditures spent
locally can be considered, since goods and services purchased from other regions do not impact the
local economy.
• Most of the facility and operational expenses were cash expenditures incurred directly by Lynn
University and its partners. However, many goods and services were provided by sponsors and
donors. The value of donated goods and services also contribute to economic impact, since these
items involved input costs which were spent within the local area.
• According to Lynn University financial records, a total of $4,516,742 in facility and operational
expenditures were incurred as a result of hosting the final presidential debate. $2,960,213 was spent
locally in cash by Lynn University and its partners, while $1,556,529 in goods and services were
provided by donors and sponsors.
• More than two-thirds of all operations-related spending was on technology and facility expenses.




11   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
FACILITY AND OPERATIONAL SPENDING RELATED TO DEBATE
                            (spent locally: cash plus donated goods and services)

                                    Technology Expenses                                                          $2,200,000
                                        Facility Expenses                                           $1,006,000
                       Advertising / Promotion / Printing                                 $334,000
                          Catering / Food / Restaurants                                 $190,000
                                  Temporary Parking Lot                                 $160,000
                              Hotels / Accommodations                                  $130,000
                           Wages / Salaries Paid to Staff                              $104,000
                                         Office Expenses                               $102,000
                                         Security / Police                            $82,000
                                                    Tents                             $70,000
                         Waste Removal / Toilet Rentals                               $66,000
                          Equipment and Vehicle Rentals                              $17,000
                            Locally Hired Entertainment                              $8,000


 Source: Lynn University Financial Records                   Total Spending: $4,516,742



12   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
FACILITY AND OPERATIONAL SPENDING RELATED TO
                         THE FINAL PRESIDENTIAL DEBATE (spent locally)
                                                                                               Cash        Donated        Total
Technology Expenses (computers, telephones, cabling, TVs)                                     $1,124,350   $1,072,240    $2,196,590

Facility Expenses                                                                              $727,032     $331,058     $1,058,090

Advertising / Promotion / Printing                                                             $308,853     $24,654      $333,507

Catering / Food / Restaurants                                                                  $160,000     $29,837      $189,837

Temporary Parking Lot                                                                          $160,000       $0         $160,000

Hotels / Accommodations                                                                        $130,000       $0         $130,000

Wages / Salaries Paid to Staff                                                                 $103,800       $0         $103,800

Office Expenses                                                                                $28,000      $73,740      $101,740

Security / Police                                                                              $81,778        $0          $81,778

Tents                                                                                          $70,000        $0          $70,000

Waste Removal / Toilet Rentals                                                                 $41,100      $25,000       $66,100

Equipment and Vehicle Rentals                                                                  $17,300        $0          $17,300

Locally Hired Entertainment                                                                     $8,000        $0          $8,000



Total facility and operational spending                                                       $2,960,213   $1,556,529   $4,516,742


Source: Lynn University Financial Records




13   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 3: Delegate and Media Spending
•According to accreditation and registration records, an estimated 6,874 delegates, spectators, and media
were involved in the final presidential debate. This included 563 delegates inside the Wold Performing Arts
Center, 2,250 spectators at Red, White, and View and the VIP Party, and 4,060 media (both inside and
outside the fence).

•Among these 6,874 individuals, 3,855 were estimated to be non-local. The remaining 3,019 were local
residents.
•It is estimated that the 3,855 non-locals spent $2,979,000 within the region as a result of their
involvement with the final presidential debate. The vast majority of this spending was from accredited
media and their entourage.

•More than one-third of the spending by non-locals was on food and beverage. These delegates,
spectators, and media spent an estimated $1,038,000 locally on food and beverage.




14   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA


                                 Food and Beverage                                                                                       $1,038,000


                                                      Lodging                                                    $655,000


                                         Transportation                                                          $651,000


                                          Entertainment                                         $377,000


                                                         Retail                         $258,000




                                                            Total Spending: $2,979,742

     Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
     and Visitors Bureau




15    Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
ATTENDANCE AT LYNN UNIVERSITY CAMPUS

                                                                                              Locals               Non-locals                  Total

DELEGATES

 Democratic Party campaign                                                                          0                     188                   188
 Republican Party campaign                                                                          0                     188                   188
 Commission on Presidential Debates                                                                 0                     94                     94
 Lynn University students                                                                           94                     0                     94


SPECTATORS

 Red, White, and View attendees                                                                  1,650                    350                  2,000
 VIP Party attendees                                                                                219                   31                    250


MEDIA

 Accredited media (inside the fence)                                                                910                  2,590                 3,500
 Other media and entourage                                                                          146                   414                  3,500

TOTAL

 Total attendance at Lynn University campus                                                    3,019                   3,855                   6,874

 Sources: Delegates, spectators, and accredited media were formally registered; other media and entourage estimated through online survey of 200 accredited media




16   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA

                                                                                   Delegates Spectators                    Media            Total



     Food and Beverage                                                                 $69,000            $36,000          $932,000      $1,038,000

     Lodging                                                                           $44,000            $26,000          $586,000       $655,000

     Transportation                                                                    $44,000            $22,000          $586,000       $651,000

     Recreation and Entertainment                                                      $26,000            $5,000           $346,000       $377,000

     Retail                                                                            $16,000            $29,000          $213,000       $258,000


     Total Spending by Non-Local Delegates, Spectators,
                                                                                    $198,000           $119,000         $2,662,000 $2,979,000
     and Media




 Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
 and Visitors Bureau




17   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 4: Ancillary Event Spending
 •       Two ancillary events celebrated the final presidential debate at nearby locations. Spin the Vote took
         place in Delray Beach the Thursday prior to the event, while Rock the Vote in Boca Raton occurred
         the same day as the debate. Event-related spending by non-local attendees, as well as operational
         spending to produce these events, contributed to the overall economic impact of the final presidential
         debate.

 •       According to event organizers, approximately 13,000 attendees visited Spin the Vote and Rock the
         Vote. On-site surveys at both events estimated that 3,190 were non-local and 9,810 resided locally.

 •       The on-site surveys estimated that non-locals at ancillary events spent approximately $400,300 in the
         region throughout their attendance. This new spending in the region contributed to the overall
         economic impact.

 •       More than half of non-local spending attributable to the ancillary events was on food, beverage, and
         lodging.

 •       Additionally, event organizers reported that $190,425 was spent locally to produce the events. This
         figure also contributes to the overall impact of the final presidential debate.

 •       The on-site survey estimated that local residents spent approximately $1,710,500 on food, retail, and
         other expenses while attending ancillary events. While this spending is not considered to be
         economic impact, it demonstrates tremendous local support for the events.




18   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
SPENDING BY NON-LOCALS AT ANCILLARY EVENTS



                          Food and Beverage                                                                     $140,500


                                              Lodging                                                 $71,300


                                  Transportation                                                    $65,000


                                  Entertainment                                                     $64,100


                                                  Retail                                        $59,500


                                                               Total Spending: $400,300
       Source: On-site survey of 300 attendees at Spin the Vote and Rock the Vote




19   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
ATTENDANCE AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote)

                                                                                                                 Total
                                                                                                             (Both events)


Locals                                                                                                           9,810
Non-locals                                                                                                       3,190


Total attendance at ancillary events                                                                            13,000




     Source: Attendance estimates provided by ancillary event organizers; local/non-local breakdown from on-site survey of 300 attendees attending ancillary events




20   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
SPENDING BY NON-LOCALS AT ANCILLARY EVENTS
(Rock the Vote & Spin the Vote)
                                                                                                        Total
                                                                                                    (Both events)


     Food and Beverage                                                                               $140,500

     Lodging                                                                                          $71,300

     Transportation                                                                                   $65,000

     Recreation and Entertainment                                                                     $64,100

     Retail                                                                                           $59,500


     Total spending by non-locals at ancillary events                                                $400,300




Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote




21   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
OPERATIONAL SPENDING AT ANCILLARY EVENTS
 (Rock the Vote & Spin the Vote)
                                                                                                        Total
                                                                                                    (Both events)

              Event Production                                                                       $105,800

              Wages / Salaries Paid to Staff                                                          $32,000

              Hotels / Accommodations                                                                 $14,000

              Catering / Food / Restaurants                                                            $8,150

              Advertising, Promotion, Printing (spent locally)                                         $7,500

              Security / Police                                                                        $7,500

              Locally Hired Entertainment                                                              $4,000

              Office Expenses                                                                          $3,625

              Facility / Venue Rent                                                                    $3,500

              Waste Removal / Port-o-Let Rentals                                                       $2,300

              Equipment and Vehicle Rentals                                                            $1,700

              Other Expenses                                                                            $350

              Total operational spending at ancillary events                                         $190,425

              Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote




22   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
SPENDING BY LOCALS AT ANCILLARY EVENTS
(does not contribute to economic impact)

                                                                                                        Total
                                                                                                    (Both events)



     Event Production                                                                               $1,386,000

     Wages / Salaries Paid to Staff                                                                  $290,400

     Hotels / Accommodations                                                                          $30,900

     Catering / Food / Restaurants                                                                     $3,200


     Total spending by locals at ancillary events                                                   $1,710,500




     Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote




23   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Palm Beach County Tourism and Tax Revenues

                                                                             Drawing on numbers from The Palm Beach County
                                                                             Tourist Development Council, The Palm Beach Post in
                                                                             mid-December 2012 reported a significant uptick in
                                                                             October tourism indicators over historical numbers.




                                                                            October 2011 compared to October 2012:

                                                                            • bed tax dollars increased 22%
                                                                            • hotel occupancy increased 10%
                                                                            • average daily rate increase 7%
                                                                       Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13,
                                                                       2012




24   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 5: Non-Economic Benefits

 •Attendees at Red, White, and View, Rock the Vote, and Spin the Vote were asked a series of questions to
 measure their support for the county’s hosting of the final presidential debate.

 •Overall, 86% of those surveyed agreed that the final presidential debate had brought positive attention
 to the county. Only 4% disagreed and 10% were not sure.

 •Among all respondents, 89% felt that the county should host more events like the final presidential
 debate. 2% disagreed and 9% were unsure.

 •According to the survey, 91% of attendees were proud that Lynn University was hosting the final
 presidential debate. Among those surveyed at Red, White, and View, 96% were proud that Lynn University
 was hosting the debate.




25   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Brought Positive Attention to County                                                                 County Should Host More Events


                                                     Disagree                                                                  Disagree
Agree                                                   4%                                    Agree                               2%
 86%                                                                                           89%                             Not Sure
                                                     Not Sure
                                                      10%                                                                         9%


                                                       Proud Lynn University was Host


                                                                                                       Disagree
                                                 Agree                                                    1%
                                                                                                       Not Sure
                                                  91%                                                     8%




 26   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
OPINIONS REGARDING DEBATE: AGREE OR DISAGREE

                                                                                                                                Red, White,       All
                                                                                                Rock the Vote   Spin the Vote
                                                                                                                                 and View     Respondents


                                                                         agree                      83%             84%            93%           86%
 “The final presidential debate has brought positive attention to this   disagree                   5%              7%             1%            4%
 county.”                                                                not sure                   12%             13%            6%            10%

                                                                         agree                      89%             86%            91%           89%
 “The county should host more events like the final presidential         disagree                   1%              1%             4%            2%
 debate.”                                                                not sure                   10%             13%            5%            9%

                                                                         agree                      88%             91%            96%           91%
 “I am proud that Lynn University is hosting the final presidential      disagree                   2%              0%             1%            1%
 debate.”                                                                not sure                   10%             9%             3%            8%




Source: On-site survey of 500 attendees at Rock the Vote, Spin the Vote, and Red, White, and View




27   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Section 6: National Awareness and Tourism Potential
• In the days immediately following the final presidential debate, a national telephone survey questioned
     U.S. adults on the extent to which they watched or followed the debate and their awareness of the location
     of the event.

• The national telephone survey estimated that 187.8M U.S. adults (79%) either watched the final presidential
     debate or followed it in some way. Among this group, 130.7M either watched the entire debate or parts of the
     debate live. The remaining 57.1M saw video clips, read about it, or heard about it afterwards.

• The survey also estimated that 99.9M U.S. adults (or 42%) were aware that the debate was held at Lynn
     University or knew it took place in Boca Raton or Palm Beach County.

• Respondents who were aware of the debate location were asked to describe the extent to which watching
     the debate and learning about Boca Raton and Palm Beach County made them want to visit the region for
     a vacation within the next five years. Overall, 2% indicated they “absolutely” wanted to visit, while 7% said
     they were “somewhat” inclined to visit.

• The 2% of U.S. adults who indicated they “absolutely” wanted to visit within five years represents 4.7M
     potential tourists. If only a small fraction of this group followed through on their plans to visit Palm Beach
     County, it could result in up to $350M in visitor spending over five years.•	


• Caution: Tourism Legacy Effects measured in this manner are hypothetical projections and are best
     viewed as an order of magnitude rather than a specific estimate. Palm Beach County estimates its average
     annual tourism at 5 million visitors (spending $3.3B), and it is unlikely that a single high-profile event would
     eventually draw close to the equivalent of one year’s tourism to a region. This result should be used
     primarily to suggest that the legacy effect of a high-profile event can be far greater than its initial impact.




28   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE


                                                                                                    Percentage of U.S. Adults   Number of U.S. Adults



 Watched entire debate live on TV or online                                                                   33%                      78.4M

 Watched parts of the debate live                                                                             22%                      52.3M

 Did not watch but saw video clips afterwards                                                                 10%                      23.8M

 Read or heard about it but did not watch                                                                     14%                      33.3M

 Did not follow the debate at all                                                                             21%                      49.9M



 Total watched or followed the debate                                                                         79%                      187.8M

 Total did not follow the debate                                                                              21%                      49.9M




29   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
NATIONAL AWARENESS OF DEBATE LOCATION
(aided recall)

                                                                                                    Percentage of U.S. Adults   Number of U.S. Adults



Aware debate was held at Lynn University                                                                       29%                     68.9M

Aware debate was held in Boca Raton or Palm Beach County                                                       13%                     52.3M

Aware debate was held somewhere in Florida                                                                     22%                     23.8M

Unaware of debate location                                                                                     36%                     33.3M


Total aware debate was held at Lynn University or Boca Raton / Palm Beach                                      42%                     99.9M
County
Total unaware                                                                                                  58%                     137.9M




 Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate




30   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
INFLUENCE ON LIKELIHOOD TO VISIT BOCA RATON
OR PALM BEACH COUNTY WITHIN FIVE YEARS
                                                                                                       Percentage of U.S. Adults        Number of U.S. Adults


 “Absolutely” want to visit Boca Raton or Palm Beach County within five years                                      2%                           4.7M

 “Somewhat” want to visit Boca Raton or Palm Beach County within five years                                        7%                          16.6M

 No more likely to want to visit Boca Raton or Palm Beach County                                                  55%                          130.7M

 Unaware of debate location                                                                                       36%                          85.6M


       Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate




 ESTIMATED TOURISM IF SMALL PROPORTION OF U.S. ADULTS WHO
 “ABSOLUTELY” WANTED TO VISIT BOCA RATON OR PALM BEACH
 COUNTY FOLLOWED THROUGH ON PLANS
                                                                                                      Number of U.S. Adults        Estimated tourism spending

     One in ten                                                                                               470,000                        350M

     One in fifty                                                                                             94,000                          70M
     One in one hundred                                                                                       47,000                          35M

           Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip




31   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
ESTIMATED SPENDING OF 470,000 VISITORS TO PALM BEACH COUNTY
                                   (over five years)



                             Food and Beverage                                                                          $123,100,000


                                                Lodging                                                   $77,400,000


                                    Transportation                                                        $77,400,000


                                     Entertainment                                       $45,700,000


                                                    Retail                      $28,200,000



                                             Total Estimated Spending: $350M (over five years)
              Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip




32   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Traditional Media Metrics
There are debates...
                         and then there are THE                                             DEBATES.




34   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination

             Viewership                                                       Locations                                   Candidates
                                                           Several locations played host to pre-convention /    In 2011 and 2012, there were numerous
Pre-convention debates associated with
                                                           primary debates in 2011 and 2012 including:          debates among candidates seeking the
challenger party candidate nomination
(sometimes called primary debates) are                                                                          Republican Party U.S. Presidential
often carried on a single major television
                                                           •Greenville, SC - Peace Center                       Nomination. Although candidate participation
network and generally feature multiple
                                                           •Goffstown, NH - Saint Anselm College                and criteria for inclusion varied from debate
candidates. These debates have
                                                           •Ames, IA - Iowa State University                    to debate, candidates across pre-convention
substantially lower viewership than
                                                           •Simi Valley, CA - Reagan Presidential Library       Republican debates included:
the four general election presidential
                                                           •Tampa, FL - Florida State Fair Grounds
debates hosted by the CPD, which feature
                                                           •Orlando, FL - Orange County Convention Center       •Michele Bachmann
the leading candidates for president as
                                                           •Hanover, NH - Dartmouth College                     •Herman Cain
determined by the pre-published CPD
                                                           •Las Vegas, NV - Sands Expo & Convention Center      •Newt Gingrich
selection criteria. CPD debates air on
                                                           •Rochester, MI - Oakland University                  •Jon Huntsman
most major networks simultaneously.
                                                           •Spartanburg, SC - Wofford College                   •Gary Johnson
                                                           •Washington, DC - DAR Constitution Hall              •Ron Paul
                                                           •Des Moines, IA - Drake University
               Sponsors                                    •Sioux City, IA - Sioux City Convention Center
                                                                                                                •Tim Pawlenty
                                                                                                                •Rick Perry
Sponsor organizations for pre-convention /                 •Goffstown, NH - Saint Anselm College                •Mitt Romney
primary debates in 2011 and 2012 included                  •Concord, NH - Capitol Center for the Arts           •Rick Santorum
a combination of major television                          •Myrtle Beach, SC - Myrtle Beach Convention Center
networks, local television stations, state-                •North Charleston, SC - North Charleston Coliseum
level Republican parties, newspapers,                      •Tampa, FL - University of South Florida
colleges and universities, presidential                    •Jacksonville, FL - University of North Florida
libraries, Google, Facebook, think tanks,                  •Mesa, AZ - Mesa, Arizona Arts Center
etc...




 35   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Debates Among Candidates for the
2012 Republican Party U.S.
Presidential Nomination - Timeline




36   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination


                                                                                                    The primary debate with
                                                                                                    the largest percentage of
                                                                                                    all people (ages 2 and
                                                                                                    above) as measured by
                                                                                                    Nielsen that viewed the
                                                                                                    event only earned
                                                                                                    2.63% of all viewers.
                                                                                                    This is the equivalent of
                                                                                                    7,631,000
                                                                                                    individuals.




              Source: Nielsen




37   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination
                                                                                                             % of all People (ages 2 and above) that viewed the event
                                                          5/5/2011 Greenville, SC - Peace Center                                      1.11
                                                 6/13/2011 Goffstown, NH - Saint Anselm College                                      1.07
                                                       8/11/2011 Ames, IA - Iowa State University                                                         1.72
Primary Debate Dates & Locations




                                             9/7/2011 Simi Valley, CA - Reagan Presidential Library                                                              1.87
                                                 9/12/2011 Tampa, FL - Florida State Fair Grounds                                            1.25
                                      9/22/2011 Orlando, FL - Orange County Convention Center                                                                             2.1
                                                   10/11/2011 Hanover, NH - Dartmouth College                                                                             2.12
                                     10/18/2011 Las Vegas, NV - Sands Expo & Convention Center                                                                     1.9
                                                  11/09/2011 Rochester, MI - Oakland University                            0.7
                                                   11/12/2011 Spartanburg, SC - Wofford College                                                                   1.89
                                            11/22/2011 Washington, DC - DAR Constitution Hall                                                1.24
                                                    12/10/2011 Des Moines, IA - Drake University                                                                                          2.63
                                         12/15/2011 Sioux City, IA - Sioux City Convention Center                                                                                 2.32
                                                01/07/2012 Goffstown, NH - Saint Anselm College                                                                            2.16
                                           01/08/2012 Concord, NH - Capitol Center for the Arts           0.19
                                   01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center                                                                   1.89
                                   01/19/2012 North Charleston, SC - North Charleston Coliseum                                                            1.73
                                                01/23/2012 Tampa, FL - University of South Florida        0.17
                                          01/26/2012 Jacksonville, FL - University of North Florida                                                              1.85
                                                  02/22/2012 Mesa, AZ Mesa, Arizona Arts Center                                                       1.63


                                                                                                      0              0.5            1.0             1.5                  2.0             2.5     3.0
                                              Source: Nielsen




                38                 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Timeline

                           Viewership
                   Viewership increases sharply for the major
                   political conventions and four general
                   election presidential debates hosted by the
                   CPD. These events are easily the most
                   watched and consequential events in any
                   four-year election cycle.




39   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
1




       MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Locations


                                                                                                    1 RNC Convention
                                                                                                      August 27 - 30, 2012
                                                                                                         Tampa, FL


                                                                                                    2    DNC Convention
                                                                                                         September 4 - 6, 2012
                                                                                               5         Charlotte, NC


                                                                                                    3 First Presidential Debate
                                3                                        4                            October 3, 2012
                                                                                                        University of Denver - Denver, CO


                                                                                  2                 4 Vice Presidential Debate
                                                                                                         October 11, 2012
                                                                                                         Centre College - Danville, KY


                                                                             1                      5 Second16, 2012
                                                                                                      October
                                                                                                              Presidential Debate
                                                                                      6                 Hofstra University - Hempstead, NY


                                                                                                    6 Third Presidential Debate
                                                                                                        October 22, 2012
                                                                                                        Lynn University - Boca Raton, FL




40   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
2012 Republican National Convention

                                                                                                            Day 3 Viewership by Network
                                                                                                                  RNC Convention




                                                                                                                       Total   30,469,410



              Source: Nielsen
                Note: Day 3 of the RNC combined network viewership numbers represent the highest viewership totals.




41   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
2012 Democratic National Convention

                                                                                                            Day 3 Viewership by Network
                                                                                                                  DNC Convention




                                                                                                                       Total   35,715,807



              Source: Nielsen
                Note: Day 3 of the DNC combined network viewership numbers represent the highest viewership totals.




42   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
First Presidential Debate
                                                   October 3, 2012 - University of Denver - Denver, CO

                                                                                                    Viewership by Network
                                                                                                    First Presidential Debate




                                                                                                              Total    67,186,816




              Source: Nielsen




43   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Vice Presidential Debate
                                                     October 11, 2012 - Centre College - Danville, KY

                                                                                                    Viewership by Network
                                                                                                    Vice Presidential Debate




                                                                                                             Total    51,418,509




              Source: Nielsen




44   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Second Presidential Debate
                                                 October 16, 2012 - Hofstra University - Hempstead, NY

                                                                                                      Viewership by Network
                                                                                                    Second Presidential Debate




                                                                                                               Total    65,635,062




              Source: Nielsen




45   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Third Presidential Debate
                                                  October 12, 2012 - Lynn University - Boca Raton, FL

                                                                                                     Viewership by Network
                                                                                                    Third Presidential Debate




                                                                                                              Total    59,234,946




              Source: Nielsen




46   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Top 24 Telecasts of 2012

                                                                                                                           THE DEBATES only trail Super
                                                                                                                           Bowl-related programming in
                                                                                                                           terms of viewership.




                                                                                                                                              presidential debates


                                                                                                                                              vice presidential debate




                Source: Nielsen
                  Note: Nielsen was asked to pull this list in the first week of December 2012. Any telecasts after that time are not included.




47   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Pew Research Center for the People & the Press Survey

                                                                       In a report issued on November 15, 2012, The Pew Research Center
                                                                       for the People & the Press relayed survey results that showed the
                                                                       2012 presidential campaign was a frustrating experience for many
                                                                       voters... with one exception:

                                                                         The presidential debates, in particular, stand out as positive – about
                                                                         two-thirds (66%) say they were helpful in learning about the
                                                                         candidates. Republican voters are about as likely as Democratic
                                                                         voters to say they learned enough about the candidates to make an
                                                                         informed choice and to have found the debates helpful.




                                                                                          Source: The Pew Research Center for the People & the Press




48   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Additional Information on the Viewership of the Third Presidential Debate of 2012

                 The third presidential debate garnered
                 approximately 59.2 million viewers, a
                 slightly more modest showing than the
                 first and second debate. It is possible that
                 debate viewership on October 22 was
                 influenced by the overlapping broadcast of
                 Monday Night Football (Chicago Bears vs.
                 Detroit Lions) and the National League
                 Championship Series game (St. Louis
                 Cardinals vs. San Francisco Giants).


                                                                    After the third presidential debate, Fox News issued a
                                                                    release stating that their viewership estimates of 11.5
                                                                    million viewers represented their largest viewership
                                                                    ever for any broadcast. According to the release, the
                                                                    previous Fox News viewership record of 11.1 million was
                                                                    associated with the 2008 vice presidential debate between
                                                                    Joe Biden and Sarah Palin.




49   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
The Third Presidential Debate of 2012 Compared to Other National Multi-Network Broadcasts

 The third presidential debate of
 2012 viewership (59.2 million)
 topped multi-network totals for
 State of the Union addresses and
 addresses to joint sessions of
 Congress (2009-2011).




The third presidential debate of 2012 also edged multi-network totals for the special broadcast of President
Obama’s May 2, 2011 Address to the Nation on the Death of Osama bin Laden, which garnered 56,512,179
million viewers.
Source: Nielsen




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



         Lynn University
         •   $63,724,378 in ad value
         •   503 million+ news circulation
         •   33,000+ news stories
         Boca Raton
         •   $50,470,622 in ad value
         •   348 million+ news circulation
         Palm Beach County
         •   $2,450,425 in ad value
         •   28 million+ news circulation



          Source: Vocus




51   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Web & Social Media Metrics
Web Metrics
                  Lynn Homepage


                                                          On October 22, 2012, the Lynn
                                                          homepage, lynn.edu, saw a 454%
                                                          increase in page views.




               Lynn Debate Website

                                                            Lynn’s debate website,
                                                            debate2012.lynn.edu, was launched
                                                            on February 1, 2012. The site had
                                                            153,265 visits and saw 297,897
                                                            page views between launch and
                                                            October 26, 2012.


                                                        Source: Lynn University Office of Marketing & Communication




53   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Social Media Metrics
                                                                                                                      1 hour of edited
                                                                   On October 26, 2012,                               footage & 49 videos
                                                                   Lynn University issued a
                                                                   release that revealed
                                       ing are
               and s    ocial network                              early social media                                 4 Hangouts
Social media           infancy. Since
                                      the
                                                                   numbers related to the
               heir
no longer in t                        edia
               f th e first social m cial                           third presidential debate.
 emergence o                      go, so                                                                              132 check-ins at
                 e two years a and offer                           Here is a quick recap of
 networks som ued to evolve                                                                                           volunteer headquarters
                 ntin                                              where metrics stood just
  media has co              e world new
                                           and
                   und th                                          days after the debate:
  consumers aro o engage with the                                                                                     2000
                  ays t
  meaningful w           d bran ds that matte l
                                               r to                                                                   photos
   peo ple, events, an r, social media is stil
                      rs late
   th em. Now yea                     me an                                                                           1,393 #lynndebate
                   ly   and has beco day,
    growing rapid ur daily lives.To                                                                                   photos
                   of o
    integral par t                   global
                   king is truly a
     social networ                                                                                                    Impressions spiked from
                    .
     phenomenon                                                                                                       86,579 to 934,258
                                                 2012
                              Social Media Report lsen
                 The State of                   Nie


                                                                                                                      146 posts

                                                        Source: Lynn University Office of Marketing & Communication




54   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Source: @gov - Twitter Government




55   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Comparison
                                                                                                    #Inauguration earned
                                                                                                    1.1 million Tweets during
                                                                                                    President Obama’s
                                                                                                    second Inauguration
                                                                                                    Ceremony on January
                                                                                                    21, 2013 - Martin Luther
                                                                                                    King, Jr. Holiday.




56   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
Associated Benefits
Internal Benefits
 There is no larger civics education opportunity a higher education institution can take on than hosting a
 presidential debate. Associated benefits internal to the host campus can be arrayed across four categories: (1)
 Academics, (2) Student Life, (3) Faculty/Staff, and (4) Capital Improvements. Below are some of the associated
 benefits internal to Lynn University.
 Academics
 •Debate-Specific Undergraduate Courses
 •Library Political Memorabilia Exhibit
 •Participation in General Election Cycle-Related Events - Lynn students attended RNC, DNC, & Inauguration
 •Several Students Attended the Debate Itself
Student Life
 •Campus Events and Programming Participation - watch parties, panel discussions, naturalization ceremony,
 Red, White, and View on-campus viewing, etc...
 •Volunteer Opportunities
 •Internship Opportunities
 •Student Stand-Ins - Three students were asked to serve as stand-ins for the candidates and moderator
 Faculty / Staff
 •Organizational Leadership Opportunities
 •Volunteer Opportunities
 •Collaboration Opportunities
 •Campus Events and Programming Participation


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

     Capitol Improvements
     •Front Entrance
     •Back Entrance
     •Parking Expansion and Land Clearing
     •Technology - Network, computer, telephone, cabling, fiber, etc...




59   Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
External Benefits
 Associated benefits external to the host campus can be arrayed across three categories: (1) Elevated Institutional
 Visibility and Brand Awareness, (2) Partnerships, and (3) Relationship Stewardship and Expansion. Below are some
 of the associated benefits external to Lynn University.

Elevated Institutional Visibility and Brand Awareness
     •National Recognition Among Peer Institutions
     •Highlight Institutional President and Senior Leadership
     •Highlight Faculty Thought Leaders and Experts
     •Highlight Students
     •Connect with Local Press
     •Connect with Statewide Press
     •Connect with National Press
 Partnerships
     •Education
     •Local Business Community
     •Corporate
     •Cultural Arts
     •Governmental
     •Law Enforcement
     •Community


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

Relationship Stewardship and Expansion
 •Community
 •Friends
 •Donors
 •Alumni




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

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

  • 1. Hosting the Final Presidential Debate of 2012 An Examination of Impact & Associated Benefits Lynn University January 31, 2013 Office of Institutional Research, Planning & Assessment
  • 2. Hosting the Final Presidential Debate of 2012 An Examination of Impact & Associated Benefits Jason L. Walton, Chief of Staff 2012 Debate Co-Chair Lara Martin, Director Office of Institutional Research Planning & Assessment Lynn University 3601 North Military Trail Boca Raton, FL 33431-5598 January 31, 2013 61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 3. Table of Contents Background.............................................................................................1 Introduction...........................................................................................2 Economic Impact Analysis...................................................................3 Traditional Media Metrics.................................................................33 Web & Social Media Metrics............................................................52 Associated Benefits............................................................................57 61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 4. Background Obama - Romney | Lynn University, Boca Raton, FL | October 22, 2012 On October 22, 2012, Lynn University hosted the third and final presidential debate between President Barack Obama and Republican challenger and former Massachusetts Governor Mitt Romney. The debate at Lynn was the final of four debates (three presidential and one vice-presidential) organized by the Commission on Presidential Debates (CPD), a non-profit, non-partisan, independent entity formed in 1987 to ensure that debates, as a permanent part of every general election, provide the best possible information to Photo: Mark Abraham viewers and listeners. Lynn University submitted its application to the CPD to be a host location well over a year in advance of the debate in the spring of 2011. Lynn was one of dozens of schools to express interest in serving as a host location nationally and one of 12 institutions where the CPD actually conducted a site visit. The site selection review process concluded on October 31, 2011 when all CPD host sites, including Lynn, were officially announced. In the ensuing months, Lynn University campus buildings and grounds were transformed to accommodate the national event. Lynn’s devoted trustees, faculty, staff, students, and alumni worked diligently with elected officials, local governments and agencies, United States Secret Service, other law enforcement representatives, education partners, business sector representatives, cultural arts organizations, and numerous other entities and individuals to ensure that the final presidential debate of 2012 would be a success. 1 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 5. Introduction Hosting the final presidential debate of 2012 represented a substantial commitment of time, resources and personnel for Lynn University. The Office of Institutional Research, Planning and Assessment (IRPA) at Lynn University was engaged to conduct this examination to obtain the best possible view of the positive effects generated by the October 22 event. IRPA was responsible for the design and coordination of the report. Consulted third-party sources and research affiliates are listed below: @gov Twitter Government 2 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 7. M E T H O D O LO G I E S & DATA S O U R C E S FACILITY AND OPERATIONAL SPENDING Cash spending estimates Lynn University accounting records Donation estimates Lynn University accounting records Economic modeling Enigma Research Special Events Impact Model DELEGATE AND MEDIA SPENDING Attendance estimates Accreditation records Delegate spending estimates Palm Beach County CVB spending data Spectator spending estimates Boca Raton and Delray Beach event organizers Media spending estimates Online survey of 200 accredited media Economic modeling Enigma Research Special Events Impact Model ANCILLARY EVENT SPENDING Attendance estimates Boca Raton and Delray Beach event organizers Spectator spending estimates On-site survey of 300 spectators Ancillary event operational expenses Boca Raton and Delray Beach event organizers Economic modeling Enigma Research Special Events Impact Model NATIONAL AWARENESS AND LEGACY EFFECT Awareness estimates ORC National Survey of 1,000 adults Legacy effect spending estimates Palm Beach County CVB spending data Economic modeling Enigma Research Special Events Impact Model 4 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 8. Highlights 1. Economic impact of final presidential debate estimated at $13.1M in Palm Beach County • Economic impact resulted from estimated $8.1M in new spending related to event • New spending derived from facility spending, operations, non-local delegates (CPD staff, campaign staff, invited guests and media) and ancillary events • Estimate includes direct, indirect, and induced impact 2. Considerable employment and tax revenue supported by debate-related spending • New spending supported equivalent of 125 full-year jobs in Palm Beach County • Approximately half of employment in accommodations, food services, entertainment, and recreation • Estimated $1.4M in tax revenue shared by three levels of government 3. High proportion of Americans followed the debate and were aware of location • National telephone survey estimated that 187.8M U.S. adults (79%) either watched or followed the debate • Estimated 99.9M U.S. adults (42%) were aware that the debate was held in Boca Raton or Palm Beach County • 68.9M (29%) knew the debate was held at Lynn University 5 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 9. Highlights continued 4. Local attendees spent $1.7M at ancillary events • On-site surveys at Rock the Vote and Spin the Vote estimated that local residents spent $1.7M • Most local spending ($1.4M) was on food and beverage at or near the event sites • While not considered new spending or economic impact, demonstrates local support for event 5. Final presidential debate delivered non-economic benefits to residents • Attendees at ancillary events and Red, White, and View were asked opinions of the event • 91% of respondents were proud that Lynn University was hosting the final presidential debate • 89% believed that Palm Beach County should host more high-profile events 6. Tourism Legacy Effect could be much greater than initial economic impact • National survey estimated that 2% of U.S. adults were inspired to visit Palm Beach County after viewing the debate • Tourism Legacy Effect could bring thousands of tourists; millions in visitor spending • While projections are highly speculative, findings suggest legacy can exceed impact of initial event 6 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 10. Section 1: Total Economic Impact of Final Presidential Debate • Economic impact at special events is derived from any new spending which would never have occurred in a region if the event did not take place. At the final presidential debate held at Lynn University, new spending resulted from three main categories: facility and operational spending, delegate and media spending, and ancillary events. • An estimated $8.1M in new spending occurred in the region as a result of the final presidential debate. This included approximately $4.5M in facility and operational spending, $3.0M from delegates and media at the main site, and $0.6M related to ancillary events Spin the Vote and Rock the Vote. • Enigma’s Special Events Economic Impact Model estimated that the $8.1M in new spending resulted in an overall economic impact of $13.1M in Palm Beach County. Enigma’s economic modeling system is based upon RIMS II multipliers supplied by the U.S. Department of Commerce. • Additionally, spending related to the final presidential debate supported an estimated $1.4M in tax revenue, including $0.8M in federal taxes, $0.3M in state taxes, and $0.3M at the local level. • The economic model also estimated that event-related spending supported the equivalent of 125 full-year jobs in Palm Beach County. • Approximately half the employment supported was in the accommodation, food services, entertainment, and recreation sectors. Many other employment sectors were supported, including transportation, warehousing, retail, and professional services. 7 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 11. DEBATE-RELATED SPENDING IN PALM BEACH COUNTY FACILITY AND OPERATIONAL SPENDING Facility and operational spending (cash) Cash expenditures related to hosting event $2,960,213 Facility and operational spending (donated Value of donated items related to hosting event $1,556,529 Total facility and operational spending Total $4,516,742 DELEGATE AND MEDIA SPENDING Non-local delegate spending Spending by non-locals within Performing Arts Center $198,000 Non-local spectator spending Spending by non-locals at VIP and Red, White, and View $119,000 Non-local media spending Spending by non-local accredited and non-accredited media $2,662,000 Total delegate and media spending Total $2,979,000 ANCILLARY EVENT SPENDING Non-local spectator spending Tourism spending at Spin the Vote and Rock the Vote $400,300 Operational spending Operational spending at Spin the Vote and Rock the Vote $190,425 Total ancillary event spending Total $590,725 Total debate-related spending $8,086,550 8 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 12. ECONOMIC IMPACT IN PALM BEACH COUNTY DEBATE-RELATED SPENDING Total debate-related spending $8.1M Facility and operational spending $4.5M Delegate and media spending $3.0M Ancillary event spending $0.6M ECONOMIC IMPACT, EMPLOYMENT, AND TAXES Total economic impact (Industry Output) $13.1M Direct and indirect impact $11.0M Induced impact $2.1M Employment supported (full-year job equivalents) 125 Total taxes supported $1.4M Federal $0.8M State $0.3M Local $0.3M 9 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 13. TYPES OF EMPLOYMENT SUPPORTED: 125 jobs (full-year job equivalents) Accomodation and food services 48 Arts, Entertainment, and Recreation 17 Transportation and Warehousing 16 Retail Trade 8 Professional, Scientific, and Technical Services 8 Administrative and Waste Management Services 6 Manufacturing 5 Healthcare and Social Assistance 5 Finance and Insurance 4 Real Estate Rental and Leasing 3 Other 5 0 12.5 25 37.5 50 10 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 14. Section 2: Facility and Operational Spending • Preparing the site and producing the event involved considerable facility and operational spending. These expenditures contribute to economic impact, as they would never have been incurred if the final presidential debate did not take place at Lynn University. Only expenditures spent locally can be considered, since goods and services purchased from other regions do not impact the local economy. • Most of the facility and operational expenses were cash expenditures incurred directly by Lynn University and its partners. However, many goods and services were provided by sponsors and donors. The value of donated goods and services also contribute to economic impact, since these items involved input costs which were spent within the local area. • According to Lynn University financial records, a total of $4,516,742 in facility and operational expenditures were incurred as a result of hosting the final presidential debate. $2,960,213 was spent locally in cash by Lynn University and its partners, while $1,556,529 in goods and services were provided by donors and sponsors. • More than two-thirds of all operations-related spending was on technology and facility expenses. 11 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 15. FACILITY AND OPERATIONAL SPENDING RELATED TO DEBATE (spent locally: cash plus donated goods and services) Technology Expenses $2,200,000 Facility Expenses $1,006,000 Advertising / Promotion / Printing $334,000 Catering / Food / Restaurants $190,000 Temporary Parking Lot $160,000 Hotels / Accommodations $130,000 Wages / Salaries Paid to Staff $104,000 Office Expenses $102,000 Security / Police $82,000 Tents $70,000 Waste Removal / Toilet Rentals $66,000 Equipment and Vehicle Rentals $17,000 Locally Hired Entertainment $8,000 Source: Lynn University Financial Records Total Spending: $4,516,742 12 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 16. FACILITY AND OPERATIONAL SPENDING RELATED TO THE FINAL PRESIDENTIAL DEBATE (spent locally) Cash Donated Total Technology Expenses (computers, telephones, cabling, TVs) $1,124,350 $1,072,240 $2,196,590 Facility Expenses $727,032 $331,058 $1,058,090 Advertising / Promotion / Printing $308,853 $24,654 $333,507 Catering / Food / Restaurants $160,000 $29,837 $189,837 Temporary Parking Lot $160,000 $0 $160,000 Hotels / Accommodations $130,000 $0 $130,000 Wages / Salaries Paid to Staff $103,800 $0 $103,800 Office Expenses $28,000 $73,740 $101,740 Security / Police $81,778 $0 $81,778 Tents $70,000 $0 $70,000 Waste Removal / Toilet Rentals $41,100 $25,000 $66,100 Equipment and Vehicle Rentals $17,300 $0 $17,300 Locally Hired Entertainment $8,000 $0 $8,000 Total facility and operational spending $2,960,213 $1,556,529 $4,516,742 Source: Lynn University Financial Records 13 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 17. Section 3: Delegate and Media Spending •According to accreditation and registration records, an estimated 6,874 delegates, spectators, and media were involved in the final presidential debate. This included 563 delegates inside the Wold Performing Arts Center, 2,250 spectators at Red, White, and View and the VIP Party, and 4,060 media (both inside and outside the fence). •Among these 6,874 individuals, 3,855 were estimated to be non-local. The remaining 3,019 were local residents. •It is estimated that the 3,855 non-locals spent $2,979,000 within the region as a result of their involvement with the final presidential debate. The vast majority of this spending was from accredited media and their entourage. •More than one-third of the spending by non-locals was on food and beverage. These delegates, spectators, and media spent an estimated $1,038,000 locally on food and beverage. 14 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 18. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA Food and Beverage $1,038,000 Lodging $655,000 Transportation $651,000 Entertainment $377,000 Retail $258,000 Total Spending: $2,979,742 Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention and Visitors Bureau 15 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 19. ATTENDANCE AT LYNN UNIVERSITY CAMPUS Locals Non-locals Total DELEGATES Democratic Party campaign 0 188 188 Republican Party campaign 0 188 188 Commission on Presidential Debates 0 94 94 Lynn University students 94 0 94 SPECTATORS Red, White, and View attendees 1,650 350 2,000 VIP Party attendees 219 31 250 MEDIA Accredited media (inside the fence) 910 2,590 3,500 Other media and entourage 146 414 3,500 TOTAL Total attendance at Lynn University campus 3,019 3,855 6,874 Sources: Delegates, spectators, and accredited media were formally registered; other media and entourage estimated through online survey of 200 accredited media 16 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 20. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA Delegates Spectators Media Total Food and Beverage $69,000 $36,000 $932,000 $1,038,000 Lodging $44,000 $26,000 $586,000 $655,000 Transportation $44,000 $22,000 $586,000 $651,000 Recreation and Entertainment $26,000 $5,000 $346,000 $377,000 Retail $16,000 $29,000 $213,000 $258,000 Total Spending by Non-Local Delegates, Spectators, $198,000 $119,000 $2,662,000 $2,979,000 and Media Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention and Visitors Bureau 17 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 21. Section 4: Ancillary Event Spending • Two ancillary events celebrated the final presidential debate at nearby locations. Spin the Vote took place in Delray Beach the Thursday prior to the event, while Rock the Vote in Boca Raton occurred the same day as the debate. Event-related spending by non-local attendees, as well as operational spending to produce these events, contributed to the overall economic impact of the final presidential debate. • According to event organizers, approximately 13,000 attendees visited Spin the Vote and Rock the Vote. On-site surveys at both events estimated that 3,190 were non-local and 9,810 resided locally. • The on-site surveys estimated that non-locals at ancillary events spent approximately $400,300 in the region throughout their attendance. This new spending in the region contributed to the overall economic impact. • More than half of non-local spending attributable to the ancillary events was on food, beverage, and lodging. • Additionally, event organizers reported that $190,425 was spent locally to produce the events. This figure also contributes to the overall impact of the final presidential debate. • The on-site survey estimated that local residents spent approximately $1,710,500 on food, retail, and other expenses while attending ancillary events. While this spending is not considered to be economic impact, it demonstrates tremendous local support for the events. 18 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 22. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS Food and Beverage $140,500 Lodging $71,300 Transportation $65,000 Entertainment $64,100 Retail $59,500 Total Spending: $400,300 Source: On-site survey of 300 attendees at Spin the Vote and Rock the Vote 19 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 23. ATTENDANCE AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote) Total (Both events) Locals 9,810 Non-locals 3,190 Total attendance at ancillary events 13,000 Source: Attendance estimates provided by ancillary event organizers; local/non-local breakdown from on-site survey of 300 attendees attending ancillary events 20 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 24. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote) Total (Both events) Food and Beverage $140,500 Lodging $71,300 Transportation $65,000 Recreation and Entertainment $64,100 Retail $59,500 Total spending by non-locals at ancillary events $400,300 Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote 21 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 25. OPERATIONAL SPENDING AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote) Total (Both events) Event Production $105,800 Wages / Salaries Paid to Staff $32,000 Hotels / Accommodations $14,000 Catering / Food / Restaurants $8,150 Advertising, Promotion, Printing (spent locally) $7,500 Security / Police $7,500 Locally Hired Entertainment $4,000 Office Expenses $3,625 Facility / Venue Rent $3,500 Waste Removal / Port-o-Let Rentals $2,300 Equipment and Vehicle Rentals $1,700 Other Expenses $350 Total operational spending at ancillary events $190,425 Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote 22 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 26. SPENDING BY LOCALS AT ANCILLARY EVENTS (does not contribute to economic impact) Total (Both events) Event Production $1,386,000 Wages / Salaries Paid to Staff $290,400 Hotels / Accommodations $30,900 Catering / Food / Restaurants $3,200 Total spending by locals at ancillary events $1,710,500 Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote 23 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 27. Palm Beach County Tourism and Tax Revenues Drawing on numbers from The Palm Beach County Tourist Development Council, The Palm Beach Post in mid-December 2012 reported a significant uptick in October tourism indicators over historical numbers. October 2011 compared to October 2012: • bed tax dollars increased 22% • hotel occupancy increased 10% • average daily rate increase 7% Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13, 2012 24 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 28. Section 5: Non-Economic Benefits •Attendees at Red, White, and View, Rock the Vote, and Spin the Vote were asked a series of questions to measure their support for the county’s hosting of the final presidential debate. •Overall, 86% of those surveyed agreed that the final presidential debate had brought positive attention to the county. Only 4% disagreed and 10% were not sure. •Among all respondents, 89% felt that the county should host more events like the final presidential debate. 2% disagreed and 9% were unsure. •According to the survey, 91% of attendees were proud that Lynn University was hosting the final presidential debate. Among those surveyed at Red, White, and View, 96% were proud that Lynn University was hosting the debate. 25 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 29. Brought Positive Attention to County County Should Host More Events Disagree Disagree Agree 4% Agree 2% 86% 89% Not Sure Not Sure 10% 9% Proud Lynn University was Host Disagree Agree 1% Not Sure 91% 8% 26 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 30. OPINIONS REGARDING DEBATE: AGREE OR DISAGREE Red, White, All Rock the Vote Spin the Vote and View Respondents agree 83% 84% 93% 86% “The final presidential debate has brought positive attention to this disagree 5% 7% 1% 4% county.” not sure 12% 13% 6% 10% agree 89% 86% 91% 89% “The county should host more events like the final presidential disagree 1% 1% 4% 2% debate.” not sure 10% 13% 5% 9% agree 88% 91% 96% 91% “I am proud that Lynn University is hosting the final presidential disagree 2% 0% 1% 1% debate.” not sure 10% 9% 3% 8% Source: On-site survey of 500 attendees at Rock the Vote, Spin the Vote, and Red, White, and View 27 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 31. Section 6: National Awareness and Tourism Potential • In the days immediately following the final presidential debate, a national telephone survey questioned U.S. adults on the extent to which they watched or followed the debate and their awareness of the location of the event. • The national telephone survey estimated that 187.8M U.S. adults (79%) either watched the final presidential debate or followed it in some way. Among this group, 130.7M either watched the entire debate or parts of the debate live. The remaining 57.1M saw video clips, read about it, or heard about it afterwards. • The survey also estimated that 99.9M U.S. adults (or 42%) were aware that the debate was held at Lynn University or knew it took place in Boca Raton or Palm Beach County. • Respondents who were aware of the debate location were asked to describe the extent to which watching the debate and learning about Boca Raton and Palm Beach County made them want to visit the region for a vacation within the next five years. Overall, 2% indicated they “absolutely” wanted to visit, while 7% said they were “somewhat” inclined to visit. • The 2% of U.S. adults who indicated they “absolutely” wanted to visit within five years represents 4.7M potential tourists. If only a small fraction of this group followed through on their plans to visit Palm Beach County, it could result in up to $350M in visitor spending over five years.• • Caution: Tourism Legacy Effects measured in this manner are hypothetical projections and are best viewed as an order of magnitude rather than a specific estimate. Palm Beach County estimates its average annual tourism at 5 million visitors (spending $3.3B), and it is unlikely that a single high-profile event would eventually draw close to the equivalent of one year’s tourism to a region. This result should be used primarily to suggest that the legacy effect of a high-profile event can be far greater than its initial impact. 28 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 32. NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE Percentage of U.S. Adults Number of U.S. Adults Watched entire debate live on TV or online 33% 78.4M Watched parts of the debate live 22% 52.3M Did not watch but saw video clips afterwards 10% 23.8M Read or heard about it but did not watch 14% 33.3M Did not follow the debate at all 21% 49.9M Total watched or followed the debate 79% 187.8M Total did not follow the debate 21% 49.9M 29 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 33. NATIONAL AWARENESS OF DEBATE LOCATION (aided recall) Percentage of U.S. Adults Number of U.S. Adults Aware debate was held at Lynn University 29% 68.9M Aware debate was held in Boca Raton or Palm Beach County 13% 52.3M Aware debate was held somewhere in Florida 22% 23.8M Unaware of debate location 36% 33.3M Total aware debate was held at Lynn University or Boca Raton / Palm Beach 42% 99.9M County Total unaware 58% 137.9M Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate 30 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 34. INFLUENCE ON LIKELIHOOD TO VISIT BOCA RATON OR PALM BEACH COUNTY WITHIN FIVE YEARS Percentage of U.S. Adults Number of U.S. Adults “Absolutely” want to visit Boca Raton or Palm Beach County within five years 2% 4.7M “Somewhat” want to visit Boca Raton or Palm Beach County within five years 7% 16.6M No more likely to want to visit Boca Raton or Palm Beach County 55% 130.7M Unaware of debate location 36% 85.6M Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate ESTIMATED TOURISM IF SMALL PROPORTION OF U.S. ADULTS WHO “ABSOLUTELY” WANTED TO VISIT BOCA RATON OR PALM BEACH COUNTY FOLLOWED THROUGH ON PLANS Number of U.S. Adults Estimated tourism spending One in ten 470,000 350M One in fifty 94,000 70M One in one hundred 47,000 35M Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip 31 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 35. ESTIMATED SPENDING OF 470,000 VISITORS TO PALM BEACH COUNTY (over five years) Food and Beverage $123,100,000 Lodging $77,400,000 Transportation $77,400,000 Entertainment $45,700,000 Retail $28,200,000 Total Estimated Spending: $350M (over five years) Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip 32 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 37. There are debates... and then there are THE DEBATES. 34 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 38. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination Viewership Locations Candidates Several locations played host to pre-convention / In 2011 and 2012, there were numerous Pre-convention debates associated with primary debates in 2011 and 2012 including: debates among candidates seeking the challenger party candidate nomination (sometimes called primary debates) are Republican Party U.S. Presidential often carried on a single major television •Greenville, SC - Peace Center Nomination. Although candidate participation network and generally feature multiple •Goffstown, NH - Saint Anselm College and criteria for inclusion varied from debate candidates. These debates have •Ames, IA - Iowa State University to debate, candidates across pre-convention substantially lower viewership than •Simi Valley, CA - Reagan Presidential Library Republican debates included: the four general election presidential •Tampa, FL - Florida State Fair Grounds debates hosted by the CPD, which feature •Orlando, FL - Orange County Convention Center •Michele Bachmann the leading candidates for president as •Hanover, NH - Dartmouth College •Herman Cain determined by the pre-published CPD •Las Vegas, NV - Sands Expo & Convention Center •Newt Gingrich selection criteria. CPD debates air on •Rochester, MI - Oakland University •Jon Huntsman most major networks simultaneously. •Spartanburg, SC - Wofford College •Gary Johnson •Washington, DC - DAR Constitution Hall •Ron Paul •Des Moines, IA - Drake University Sponsors •Sioux City, IA - Sioux City Convention Center •Tim Pawlenty •Rick Perry Sponsor organizations for pre-convention / •Goffstown, NH - Saint Anselm College •Mitt Romney primary debates in 2011 and 2012 included •Concord, NH - Capitol Center for the Arts •Rick Santorum a combination of major television •Myrtle Beach, SC - Myrtle Beach Convention Center networks, local television stations, state- •North Charleston, SC - North Charleston Coliseum level Republican parties, newspapers, •Tampa, FL - University of South Florida colleges and universities, presidential •Jacksonville, FL - University of North Florida libraries, Google, Facebook, think tanks, •Mesa, AZ - Mesa, Arizona Arts Center etc... 35 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 39. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination - Timeline 36 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 40. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination The primary debate with the largest percentage of all people (ages 2 and above) as measured by Nielsen that viewed the event only earned 2.63% of all viewers. This is the equivalent of 7,631,000 individuals. Source: Nielsen 37 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 41. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination % of all People (ages 2 and above) that viewed the event 5/5/2011 Greenville, SC - Peace Center 1.11 6/13/2011 Goffstown, NH - Saint Anselm College 1.07 8/11/2011 Ames, IA - Iowa State University 1.72 Primary Debate Dates & Locations 9/7/2011 Simi Valley, CA - Reagan Presidential Library 1.87 9/12/2011 Tampa, FL - Florida State Fair Grounds 1.25 9/22/2011 Orlando, FL - Orange County Convention Center 2.1 10/11/2011 Hanover, NH - Dartmouth College 2.12 10/18/2011 Las Vegas, NV - Sands Expo & Convention Center 1.9 11/09/2011 Rochester, MI - Oakland University 0.7 11/12/2011 Spartanburg, SC - Wofford College 1.89 11/22/2011 Washington, DC - DAR Constitution Hall 1.24 12/10/2011 Des Moines, IA - Drake University 2.63 12/15/2011 Sioux City, IA - Sioux City Convention Center 2.32 01/07/2012 Goffstown, NH - Saint Anselm College 2.16 01/08/2012 Concord, NH - Capitol Center for the Arts 0.19 01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center 1.89 01/19/2012 North Charleston, SC - North Charleston Coliseum 1.73 01/23/2012 Tampa, FL - University of South Florida 0.17 01/26/2012 Jacksonville, FL - University of North Florida 1.85 02/22/2012 Mesa, AZ Mesa, Arizona Arts Center 1.63 0 0.5 1.0 1.5 2.0 2.5 3.0 Source: Nielsen 38 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 42. MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Timeline Viewership Viewership increases sharply for the major political conventions and four general election presidential debates hosted by the CPD. These events are easily the most watched and consequential events in any four-year election cycle. 39 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 43. 1 MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Locations 1 RNC Convention August 27 - 30, 2012 Tampa, FL 2 DNC Convention September 4 - 6, 2012 5 Charlotte, NC 3 First Presidential Debate 3 4 October 3, 2012 University of Denver - Denver, CO 2 4 Vice Presidential Debate October 11, 2012 Centre College - Danville, KY 1 5 Second16, 2012 October Presidential Debate 6 Hofstra University - Hempstead, NY 6 Third Presidential Debate October 22, 2012 Lynn University - Boca Raton, FL 40 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 44. 2012 Republican National Convention Day 3 Viewership by Network RNC Convention Total 30,469,410 Source: Nielsen Note: Day 3 of the RNC combined network viewership numbers represent the highest viewership totals. 41 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 45. 2012 Democratic National Convention Day 3 Viewership by Network DNC Convention Total 35,715,807 Source: Nielsen Note: Day 3 of the DNC combined network viewership numbers represent the highest viewership totals. 42 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 46. First Presidential Debate October 3, 2012 - University of Denver - Denver, CO Viewership by Network First Presidential Debate Total 67,186,816 Source: Nielsen 43 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 47. Vice Presidential Debate October 11, 2012 - Centre College - Danville, KY Viewership by Network Vice Presidential Debate Total 51,418,509 Source: Nielsen 44 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 48. Second Presidential Debate October 16, 2012 - Hofstra University - Hempstead, NY Viewership by Network Second Presidential Debate Total 65,635,062 Source: Nielsen 45 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 49. Third Presidential Debate October 12, 2012 - Lynn University - Boca Raton, FL Viewership by Network Third Presidential Debate Total 59,234,946 Source: Nielsen 46 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 50. Top 24 Telecasts of 2012 THE DEBATES only trail Super Bowl-related programming in terms of viewership. presidential debates vice presidential debate Source: Nielsen Note: Nielsen was asked to pull this list in the first week of December 2012. Any telecasts after that time are not included. 47 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 51. Pew Research Center for the People & the Press Survey In a report issued on November 15, 2012, The Pew Research Center for the People & the Press relayed survey results that showed the 2012 presidential campaign was a frustrating experience for many voters... with one exception: The presidential debates, in particular, stand out as positive – about two-thirds (66%) say they were helpful in learning about the candidates. Republican voters are about as likely as Democratic voters to say they learned enough about the candidates to make an informed choice and to have found the debates helpful. Source: The Pew Research Center for the People & the Press 48 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 52. Additional Information on the Viewership of the Third Presidential Debate of 2012 The third presidential debate garnered approximately 59.2 million viewers, a slightly more modest showing than the first and second debate. It is possible that debate viewership on October 22 was influenced by the overlapping broadcast of Monday Night Football (Chicago Bears vs. Detroit Lions) and the National League Championship Series game (St. Louis Cardinals vs. San Francisco Giants). After the third presidential debate, Fox News issued a release stating that their viewership estimates of 11.5 million viewers represented their largest viewership ever for any broadcast. According to the release, the previous Fox News viewership record of 11.1 million was associated with the 2008 vice presidential debate between Joe Biden and Sarah Palin. 49 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 53. The Third Presidential Debate of 2012 Compared to Other National Multi-Network Broadcasts The third presidential debate of 2012 viewership (59.2 million) topped multi-network totals for State of the Union addresses and addresses to joint sessions of Congress (2009-2011). The third presidential debate of 2012 also edged multi-network totals for the special broadcast of President Obama’s May 2, 2011 Address to the Nation on the Death of Osama bin Laden, which garnered 56,512,179 million viewers. Source: Nielsen 50 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 54. Earned Media Lynn University • $63,724,378 in ad value • 503 million+ news circulation • 33,000+ news stories Boca Raton • $50,470,622 in ad value • 348 million+ news circulation Palm Beach County • $2,450,425 in ad value • 28 million+ news circulation Source: Vocus 51 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 55. Web & Social Media Metrics
  • 56. Web Metrics Lynn Homepage On October 22, 2012, the Lynn homepage, lynn.edu, saw a 454% increase in page views. Lynn Debate Website Lynn’s debate website, debate2012.lynn.edu, was launched on February 1, 2012. The site had 153,265 visits and saw 297,897 page views between launch and October 26, 2012. Source: Lynn University Office of Marketing & Communication 53 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 57. Social Media Metrics 1 hour of edited On October 26, 2012, footage & 49 videos Lynn University issued a release that revealed ing are and s ocial network early social media 4 Hangouts Social media infancy. Since the numbers related to the heir no longer in t edia f th e first social m cial third presidential debate. emergence o go, so 132 check-ins at e two years a and offer Here is a quick recap of networks som ued to evolve volunteer headquarters ntin where metrics stood just media has co e world new and und th days after the debate: consumers aro o engage with the 2000 ays t meaningful w d bran ds that matte l r to photos peo ple, events, an r, social media is stil rs late th em. Now yea me an 1,393 #lynndebate ly and has beco day, growing rapid ur daily lives.To photos of o integral par t global king is truly a social networ Impressions spiked from . phenomenon 86,579 to 934,258 2012 Social Media Report lsen The State of Nie 146 posts Source: Lynn University Office of Marketing & Communication 54 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 58. Source: @gov - Twitter Government 55 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 59. Comparison #Inauguration earned 1.1 million Tweets during President Obama’s second Inauguration Ceremony on January 21, 2013 - Martin Luther King, Jr. Holiday. 56 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 61. Internal Benefits There is no larger civics education opportunity a higher education institution can take on than hosting a presidential debate. Associated benefits internal to the host campus can be arrayed across four categories: (1) Academics, (2) Student Life, (3) Faculty/Staff, and (4) Capital Improvements. Below are some of the associated benefits internal to Lynn University. Academics •Debate-Specific Undergraduate Courses •Library Political Memorabilia Exhibit •Participation in General Election Cycle-Related Events - Lynn students attended RNC, DNC, & Inauguration •Several Students Attended the Debate Itself Student Life •Campus Events and Programming Participation - watch parties, panel discussions, naturalization ceremony, Red, White, and View on-campus viewing, etc... •Volunteer Opportunities •Internship Opportunities •Student Stand-Ins - Three students were asked to serve as stand-ins for the candidates and moderator Faculty / Staff •Organizational Leadership Opportunities •Volunteer Opportunities •Collaboration Opportunities •Campus Events and Programming Participation 58 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 62. Internal Benefits Continued Capitol Improvements •Front Entrance •Back Entrance •Parking Expansion and Land Clearing •Technology - Network, computer, telephone, cabling, fiber, etc... 59 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 63. External Benefits Associated benefits external to the host campus can be arrayed across three categories: (1) Elevated Institutional Visibility and Brand Awareness, (2) Partnerships, and (3) Relationship Stewardship and Expansion. Below are some of the associated benefits external to Lynn University. Elevated Institutional Visibility and Brand Awareness •National Recognition Among Peer Institutions •Highlight Institutional President and Senior Leadership •Highlight Faculty Thought Leaders and Experts •Highlight Students •Connect with Local Press •Connect with Statewide Press •Connect with National Press Partnerships •Education •Local Business Community •Corporate •Cultural Arts •Governmental •Law Enforcement •Community 60 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
  • 64. External Benefits Continued Relationship Stewardship and Expansion •Community •Friends •Donors •Alumni 61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits