This document discusses event evaluation. It begins by defining event evaluation as the process of critically observing, measuring, and monitoring an event's implementation to accurately assess its outcomes. It emphasizes that evaluation should be linked to the event's objectives. The document then provides examples of reasons to conduct internal and external evaluation. It also discusses who to consider when evaluating, potential methods, and outlines an 8-step process for conducting an evaluation including determining purpose, focus, approach, models, instruments, data collection, analysis, and reporting. Finally, it provides examples of specific evaluation models and their focuses.

1. Event evaluation
Event Planning | Week 10

2. Learning outcomes
By the end of the session, you will be able to:
 Define evaluation in an events context
 Explain the relationship between the event objectives and evaluation
strategy
 Produce an evaluation plan for an event

3. What is
evaluation?
Source: Bowdin, G. Allen, J.
O’Toole, W. Harris, R.
McDonnell, I. (2011), Events
Management. 3rd edition. Oxford,
UK: Elsevier. p.630.
“Event evaluation is the process of critically observing,
measuring and monitoring the implementation of an
event in order to assess its outcomes accurately.”

4. Why?
Internal Reasons
 Engenders accountability
 Were objectives met?
 Address problems and challenges.
 Did management work effectively?
 To understand who attends.
 The value of the event to workers.
 Determining the future viability of such
events.
External Reasons
 Satisfying demands for accountability.
 Determining level of product awareness
for sponsors.
 Determining the level of media interest
and coverage.
 To satisfy to criteria of external funders
(e.g. Sports England/ Arts Council).
 Assessing event impact: on tourism, the
environment and local businesses.
 Satisfaction of stakeholder expectations.
Source: Tull, J. and Williams, N. (2017). Event Evaluation, in: N. Ferdinand and N. Williams (eds), Events Management: An international approach,
2nd Edn, London: Sage, pp. 241-268.

5.  Attendee profile
 Financial performance
 Event impacts (Social, Economic, Environmental)
 Stakeholder experience
 Reputation
 Management and organization processes
 Marketing and media effectiveness

6. It’s not just about what happens after the event!
Pre-event
 Expectations, market research, perceptions
During the event
 Experience, satisfaction, service recovery
Post-event
 Success, performance, perceptions, impact

7. Who?
Consider from all your
stakeholders
 Client
 Attendees
 Management
 Staff
 Volunteers
 Contractors
 Suppliers
 Sponsors
 Exhibitors
 Venue
 Local Authority
 Neighbours – residential and business

8. How?
There are a variety of different
methods available
 Surveys / questionnaires
 Financial analysis
 Interviews
 Focus groups
 Observation
 Document analysis
 Content analysis
 Situational analysis
 Incident reports
 Audits

9. Event
evaluation
strategy
Source: Watt, D.C. (1998). Event
Management in Leisure and
Tourism, Harlow, Essex:
Pearson.
 Clearly define the event objectives
 Clearly define the evaluation criteria for the event
 Design an Evaluation Process
 Informal and Formal
 Feedback from client
 Feedback from participants/visitors etc
 Feedback from event management team
 Individual
 Identify appropriate sources of information/data for
evaluation
 Collect data
 Analyse data
 Report.

10. Conducting an
evaluation
exercise
Source: Tull, J. and Williams, N.
(2017). Event Evaluation, in: N.
Ferdinand and N. Williams (eds),
Events Management: An
international approach, 2nd Edn,
London: Sage, pp. 241-268.
Step 1
• Determine the purpose of the event evaluation exercise,
including whether evaluation is necessary
Step 2
• Identify what should be the focus of the evaluation
Step 3
• Select the most suitable approach for conducting the
evaluation exercise
Step 4
• Select model(s) for evaluation as a framework for data
collection based on suitability, practicality and relevance
Step 5
• Develop appropriate instruments and data collection
strategies based on the methods selected
Step 6
• Collect and analyse data and findings
Step 7
• Prepare and disseminate event evaluation report
Step 8
• Formulate and implement decisions for improvement based
on findings of event evaluation report

11. Impact assessment
 Focuses on measuring economic, social, environmental and cultural impact of events,
particularly in instances where significant justification for the event may be required
Cost-benefit analysis
 Identifies and measures the costs and benefits of an event and takes into account 'externalities'
or spill-over benefits for the host community
Triple-bottom line evaluation
 A systematic framework for measuring and reporting the event's performance against economic,
social and environmental parameters, to determine negative or positive impacts on the host
community
Ethnographic profile
 Typically used in the evaluation of cultural festivals/special events, ethnography provides an
assessment of these experience-related events through a process of analysis which
encompasses participant observation, interviewing and documentary resources

12. Source: Tull, J. and Williams, N.
(2017). Event Evaluation, in: N.
Ferdinand and N. Williams (eds),
Events Management: An
international approach, 2nd Edn,
London: Sage, pp. 241-268.
• Content analysisImage maker
• Visitor exit surveyTourism product
• Economic Impact Analysis
Economic
development catalyst
• Social Impact Scale Analysis
Transformer of socio-
cultural landscape
• Environmental Impact
Assessment
Sustainable
Development Model

13.  Event Significance – assessing, measuring and monitoring the nature, purpose
and intent of the event and feasibility to realize the expected outcome
 Event Success – determining whether the event execution and contributing
elements have achieved the expected outcome
 Event Sustainability – measuring, assessing and monitoring the event's impact
on the environment and community and; the potential for the event to be
continued in future
Source: Getz, D. and Page, S. (2020). Event Studies: Theory, Research and Policy for Planned Events, 4th edn, Abingdon,
Oxon: Routledge.

14. Any questions?