Economic Impact Research:
Christchurch Airport Marathon 2015
Report
Prepared for
10th August 2015
Reference: 4099
147 Papanui Road|Merivale|Christchurch|8014
Tel 03 374 9794| [email address]
www.opinions.co.nz
z| www.chchviewingstudio.co.nz
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Opinions Market Research….. Evidence Based Insight
Table of Contents
1
Introduction and Context
3
2
Research Objectives
3
3
Research Methodology
3
4
Executive Summary
5
5
Demographic Profile
6
6
Economic Impact
7
6.1
Key Economic Outputs
9
6.2
Accommodation
10
Disclaimer: The Company’s liability in relation to any error caused by the negligence or otherwise of the
Company in any reports or tabulations supplied to the Client is limited solely to the Company using its best
endeavours to correct the error at its own expense. The Company will not be liable for the consequences of
the error beyond the provision of the corrected reports and tabulations.
2
Opinions Market Research….. Evidence Based Insight
1 Introduction and Context
The Christchurch Airport Marathon is one of New Zealand's premier running events and takes place
each year on Queen's Birthday Weekend. It consists of a Full Marathon, Half Marathon, 10km and
Kids 3km and 1km MaraFun. The events can be run, walked or raced in a wheelchair. Four years on
from the earthquakes, this event returned to the central city for the first time this year, with a new
race base at Christchurch's iconic Cathedral Square.
2 Research Objectives
To understand the demographic profile of those who attended the Christchurch Airport
Marathon.
To determine the economic impact of the Christchurch Airport Marathon on the local
Christchurch economy.
3 Research Methodology
The Opinions experienced team of market researchers completed intercept interviews at the
Christchurch Airport Marathon start/finish area in Cathedral Square on 31st May 2015. The process
was as follows:
1. Intercept spectators and briefly explain the reason for asking them to participate in the
research
2. Ask where the visitor normally resides and whether they would be happy to provide their
email address
3. Explain that they will receive a survey by email in coming days.
In total, 543 email addresses were gathered through intercept interviews at the finish area. An
email was sent to those who had given their prior consent at 7pm on Sunday evening (31st May). The
result was 543 successful mail outs, and 235 completed surveys. Reminder emails were sent to non-
competitors who had not completed the survey. The survey remained open from 31st May until the
17th June 2015.
The event organisers also supplied Opinions with contact details for 5,059 competitors and 62
officials/volunteers. These people were also emailed the survey. Given the response from
competitors and the number of responses required to meet the reporting requirements for this
survey, the number of reminders sent to competitors was limited. Of those 5,121 individuals, 1,668
competitors and 25 officials/volunteers completed the survey. An additional 5 participants
completed the survey pasting the web address into their browser rather than by clicking on the
emailed link so the source of their email address was not recorded.
Out of a total potential sample of 5,585 individuals, 1,933 spectators, officials/volunteers and
competitors completed the survey, resulting in a 35% response rate overall.
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Opinions Market Research….. Evidence Based Insight
Sample source
Intercept
Officials/
Competitor
Results
Total
interviews
volunteers
list
list
Sample/email addresses collected
5,664
543
5,059
62
Successfully emailed
5,664
543
5,059
62
Opted out once emailed
79
4
72
3
Potential sample
5,585
539
4,987
59
Surveys completed
1,933*
235
1,668
25
Response Rate
35%
44%
33%
42%
* Includes 5 participants whose source of email address was not recorded
The maximum statistical margin of error at a 95% confidence level is ± 2.3% for competitors overall
and ± 7.5% for non-competitors overall.
4 Reporting of Findings
The survey findings are reported according to the following groups of survey participants:
Competitor – a survey participant who took part in the Christchurch Airport Marathon 2015
Non-competitor – a survey participant who was one of the following:
o a spectator
o an official
o a volunteer
o other attendee.
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Opinions Market Research….. Evidence Based Insight
5 Executive Summary
Overall Key Areas
Outcome 2015
Overall Rating
The majority of competitors (92%) and non-competitors (88%) rated the
Christchurch Airport Marathon good or very good overall.
Economic Activity
Total expenditure, based on the calculations and assumptions as outlined in this
report, in Christchurch, by Christchurch Airport Marathon attendees is estimated to
be $2,384,601.46.
Accommodation
Approximately half of competitors (52%) and non-competitors (50%) stayed in paid
accommodation, most commonly in a standard hotel/motel (30% and 26%,
respectively).
As a result of visitors attracted to the Christchurch Airport Marathon, there was an
estimated total of 4,933 bed nights in paid accommodation.
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Opinions Market Research….. Evidence Based Insight
6 Demographic Profile
Christchurch Airport Marathon competitors and non-competitors are more likely to be from
Christchurch (competitors 63%, non-competitors 67%), female (competitors 58%, non-competitors
65%), aged 30-59 (competitors 71%, non-competitors 70%), working full time (competitors 63%,
non-competitors 47%) and to have no dependent children (competitors 53%, non-competitors 46%).
Competitors
Non-competitors
Demographic
Characteristic
Category
n
%
n
%
Residence
Christchurch
1,102
63
114
67
Other Canterbury
248
14
19
11
South Island
172
10
19
11
North Island
199
11
15
9
Overseas
41
2
4
2
Reason for
Competitor
1,762
100
0
0
Attendance
General spectator
0
0
11
6
Official/volunteer
0
0
26
15
Friend/relative of a competitor
0
0
123
72
Friend/relative of an official/volunteer
0
0
3
2
Other
0
0
8
5
Gender
Male
747
42
59
35
Female
1,015
58
112
65
Age
15-29
379
22
39
23
30-59
1,243
71
119
70
60+
140
8
13
8
Employment
Full time
1,108
63
81
47
Part time/casual
221
13
30
18
Self- employed
170
10
25
15
Retired
39
2
8
5
Home duties
50
3
7
4
Student
147
8
15
9
Unemployed
27
2
5
3
Household
I am dependent child
80
5
10
6
Composition
No dependent children
937
53
79
46
Dependent children under 5 years old
226
13
17
10
Dependent children aged 5-15
390
22
50
29
Dependent children aged over 15
129
7
15
9
Total
1,762
100
171
100
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Opinions Market Research….. Evidence Based Insight
7 Economic Impact
Events such as the Christchurch Airport Marathon provide important recreational opportunities for
local residents and they form a fundamental component of the destination’s tourism development
strategy.
As an event, the Christchurch Airport Marathon increases the opportunity for new expenditure
within Christchurch by attracting visitors to the region. It also retains the expenditure of locals who,
in the absence of local events, would travel elsewhere in pursuit of leisure activities. The economic
impact of an event on a region can be defined as the net sum of the economic consequence of all
the cash inflows and outflows that occur because of that event.
The calculation of economic impact for the Christchurch Airport Marathon is based upon the
following assumptions:
It is calculated as the direct spending impact of the event. No economic multipliers have
been applied.
Direct spending impact is from event motivated people which comprises of:
Event motivated visitors are those who have travelled from outside Christchurch
primarily to attend the Christchurch Airport Marathon.
Extended stay visitors are those for whom the Christchurch Airport Marathon was
not the primary reason for their visit but who spent extra nights in Canterbury as a
result of attending the event.
Incidental visitors are those either who live locally or who have travelled to
Christchurch for reasons other than the Marathon. Their spending cannot be related
to the Marathon, as it was not the reason for their visit.
For the purposes of the calculations, the profile of attendees is as follows:
Place of residence
Number of
%
Number of
Number of
Number of
Total
participants
spectators
competitors
officials/volunteers
visitors
Christchurch
1,216
63
5,524
3,197
288
9,009
Other Canterbury
267
14
1,117
719
12
1,848
South Island
191
10
1,179
499
0
1,678
Non Local
259
13
1,179
696
0
1,875
Total
1,933
100
9,000
5,111
300
14,411
Event motivated expenditure is defined as the total expenditure during the entire visit to
Canterbury made by event motivated visitors on themselves and on behalf of any other
people they attended with.
Extended stay expenditure is defined as the expenditure made by extended stay visitors on
themselves and on behalf of any other people they attended with for the extra nights they
stayed in Christchurch or elsewhere in Canterbury as a result of attending the Christchurch
Airport Marathon.
Incidental expenditure is defined as the expenditure made by incidental visitors on
themselves and on behalf of any other people they attended with during the day the
Christchurch Airport Marathon.
For the purposes of the calculations, it is assumed that only one person from a group of
attendees completed a questionnaire and that therefore there is no double counting of
expenditure.
Visitor numbers were calculated using the total number of visitors as estimated by the
event organisers.
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Opinions Market Research….. Evidence Based Insight
Competitors
Number of
Direct In Scope
Average Expenditure
Average Length
Place of residence
Attendees
Expenditure
Per Person Per Night ($)
of Stay (nights)
(Individuals)
($)
Event Motivated Impacts
Other Canterbury Event Motivated
563
64.66
1.3
47,302.14
Other Canterbury Extended Stay
23
126.08
1.5
4,388.61
South Island Event Motivated
377
161.33
2.3
139,922.09
South Island Extended Stay
81
77.59
2.3
14,494.11
Non Local Event Motivated
473
162.79
2.9
223,209.82
Non Local Extended Stay
157
121.10
3.6
68,287.37
Total Event Motivated Impacts
1,674
713.55
-
497,604.15
Incidental Impacts
Christchurch
3197
35.83
-
114,532.40
Other Canterbury
133
42.79
-
5,709.53
Other South Island
41
100.40
-
4,077.20
Non Local
67
139.49
-
9,306.17
Total Incidental Impacts
3,437
318.51
-
133,625.30
Total Customer Impacts
5,111
1,032.06
-
631,229.45
Spectators
Number of
Direct In Scope
Average Expenditure
Average Length
Place of residence
Attendees
Expenditure
Per Person Per Night ($)
of Stay (nights)
(Individuals)
($)
Event Motivated Impacts
Other Canterbury Event Motivated
745
88.95
1.2
79,502.90
Other Canterbury Extended Stay
62
33.00
1.0
2,048.28
South Island Event Motivated
434
174.60
2.3
174,479.59
South Island Extended Stay
621
116.86
2.9
210,348.00
Non Local Event Motivated
497
233.17
3.0
347,342.90
Non Local Extended Stay
372
184.93
2.8
192,837.35
Total Event Motivated Impacts
2,731
831.51
1,006,559.01
Incidental Impacts
Christchurch
5524
45.32
-
250,353.93
Other Canterbury
310
29.65
-
9,201.72
Other South Island
124
218.75
-
27,155.17
Non Local
310
113.50
-
35,224.14
Total Incidental Impacts
6,269
407.22
-
321,934.97
Total Customer Impacts
9,000
1,238.73
-
1,328,493.97
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Opinions Market Research….. Evidence Based Insight
Officials/Volunteers
Number of
Direct In Scope
Average Expenditure
Average Length
Place of residence
Attendees
Expenditure
Per Person Per Night ($)
of Stay (nights)
(Individuals)
($)
Event Motivated Impacts
Other Canterbury Event Motivated
12
30.00
1.0
346.15
Other Canterbury Extended Stay
0
-
-
-
South Island Event Motivated
0
-
-
-
South Island Extended Stay
0
-
-
-
Non Local Event Motivated
0
-
-
-
Non Local Extended Stay
0
-
-
-
Total Event Motivated Impacts
12
30.00
-
346.15
Incidental Impacts
Christchurch
288
20.55
-
5,927.88
Other Canterbury
0
-
-
-
Other South Island
0
-
-
-
Non Local
0
-
-
-
Total Incidental Impacts
288
20.55
-
5,927.88
Total Customer Impacts
300
50.55
-
6,274.04
Total Direct Spending
Christchurch
Other Canterbury
South Island
Non Local
Total
Place of residence
$
$
$
$
$
Event Motivated
-
127,151.19
314,401.68
570,552.72
1,012,105.59
Extended Stay
-
6,436.89
224,842.11
261,124.72
492,403.72
Total Event Motivated
133,588.08
539,243.79
831,677.44
1,650,663.31
Other (Incidental)
370,814.22
14,911.25
31,232.37
44,530.31
461,488.15
Total Direct Spending
370,814.22
148,499.33
570,476.16
876,207.75
2,384,601.46
7.1 Key Economic Outputs
Total expenditure, based on the calculations and assumptions as outlined in this report, in
Christchurch and Canterbury by Christchurch Airport Marathon attendees is estimated to be
$2,384,601.46. This is made up of the following;
Event Motivated Impacts – Non-local attendees whose visit to Christchurch or extended
stay in Christchurch or Canterbury was motivated by the event. These attendees contributed
an estimated $ 1,650,663.31 or 69% of the expenditure impact. This amount represents the
“new money” brought into the Christchurch and Canterbury economy because of staging
this event.
Incidental Impacts – Local residents and non-local attendees of the Christchurch Airport
Marathon, whose visit to Christchurch was motivated by reasons other than the event.
These visitors contributed an estimated $461,488.15 or 19% of the expenditure impact.
Note: Event expenditure is calculated as the amount of expenditure generated by the event in
Christchurch, using funds sourced from outside of Christchurch, and based on the calculations and
assumptions as outlined in this report.
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Opinions Market Research….. Evidence Based Insight
7.2 Accommodation
Visitors who were motivated to visit by the Christchurch Airport Marathon, or extended their length
of stay in Christchurch as a direct result of the event, generate further economic benefits in the
accommodation sector. Further benefits directly attributed to the Christchurch Airport Marathon
arise on a wider scale too when these visitors spend extra nights in other parts of Canterbury.
The Christchurch Airport Marathon generated an estimated 3,344 bed nights among competitors
and 5,746 bed nights among non-competitors in Christchurch and Canterbury as a result of
attracting visitors to the Christchurch Airport Marathon, an estimated 9,090 bed nights in total. It
should be noted however that these estimates are based on small numbers of surveyed non-
competitors (28 event motivated and 17 extended stay participants) and should be considered
indicative only.
Average
Average
number of
Estimated
Number of
length of stay
extra
number of bed
n
attendees
(nights)
nights
nights generated
COMPETITORS Event motivated
487
1,413
1.82
-
2,572
Extended stay
90
261
-
2.96
773
Estimated number of bed nights generated by competitors
3,344
NON-COMPETITORS* Event motivated
2,83428*
1,687
1.68
-
2,834
Extended stay
17*
1,055
-
2.76
2,912
Estimated number of bed nights generated by non-competitors
5,746
Total estimated number of bed nights generated
9,090
* Caution: these figures are estimates based on small sample sizes of surveyed non-competitors
Approximately half of competitors (52%) and non-competitors (50%) stayed somewhere other than
with a friend or relative, most commonly in a standard hotel/motel (30% and 26%, respectively). This
indicates that around 52% of the 3,344 bed nights generated by competitors and 50% of the 6,387
bed nights generated by non-competitors, or a total of around 4,933 bed nights, are generated in
paid-for accommodation as a result of attracting visitors to the Christchurch Airport Marathon.
Competitors
Non-competitors
Type of Accommodation
%
n
%
n
Home of a friend/relative
48%
230
50%
23
Standard hotel/motel (below 4 star)
30%
144
26%
12
Luxury hotel/serviced apartment (4
13%
60
17%
8
or 5 star)
Rented house/apartment/flat/unit
3%
15
4%
2
Backpackers/hostel
3%
15
2%
1
Bed and breakfast
0%
2
0%
0
Other
3%
12
0%
0
Base: competitors (n=478) & non-competitors (n=46*) who stayed overnight
* Caution - small sample size – results indicative only
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