1. NewcastleGateshead Initiative The Tall Ships’ Races 2005 Presented by Sonya Dixon & Lynsey Muir September 2005

2. Introduction  The Tall Ships’ Races visit to NewcastleGateshead was a major feature of the area’s tourism calendar.  In order to evaluate the impact of the Tall Ships’ Races Event on the regional economy, NewcastleGateshead Initiative commissioned Wood Holmes Group to conduct a programme of research at the event.  The key objectives of the research were to:  Understand the success of The Tall Ships’ Races Event  Measure the economic impact that The Tall Ships’ Races Event has had on the city and region.

3. Methodology  All field work was conducted at the Tall Ships’ Races event – 26 th July – 28 th July  To address the key objectives of the research, three surveys were used:  Self completion questionnaires on the Park and Ride buses  An interviewer administered ‘Quickfire’ survey, at locations along the Quays  An interviewer administered Core survey, at locations along the Quays  A total of 1274 interviews were conducted  427 ‘Quickfire’ with visitors on the Quays  212 ‘Core’ with visitors on the Quays  635 ‘Park & Ride’ with users of the Park & Ride buses

4. Visitor Profile

5.  All data profiling visitors to the event is taken from the interviews conducted on the Quayside only.  This is to ensure that the profile is generated by a random sample of visitors.  Park and Ride respondents are likely - by nature of where they were interviewed – to be different to the ‘norm’. They are therefore not included in the profiling data to avoid skewing the profile in any way.  Where appropriate we have indicated differences in the ‘Quayside’ and ‘Park and Ride’ profiles.  The random sample of visitors on the Quayside, will, of course, include some people who used the Park and Ride service.

6. Age Quayside Park & Ride Base: Quayside respondents (639) Base: Park & Ride respondents (635)

7. Gender Quayside Park & Ride Base: Quayside respondents (639) Base: Park & Ride respondents (635)

8. Socio-economic Group Quayside Park & Ride Base: Quayside respondents who replied (614) Base: Park & Ride respondents who replied (598)

9. Socio-economic Group Base: Quayside respondents who replied (614) Newcastle Resident Tyne & Wear (excl Ncl) Total Visitor Base Northern Region Other UK

10. Place of Residence Quayside Park & Ride Base: Quayside respondents who replied (637) Base: Park & Ride respondents who replied (495)

11. Visitor Profile Base: Quayside Respondents who replied (637) % of total Quayside sample Place of Residence % of total Quayside sample Which local authority do the (non Ncl) Tyne & Wear residents come from? % of total Quayside sample

12. Group Make-Up Adults in Group Base: Quayside Respondents (639) Children in Group % % % Group Description

13. Group Characteristics How would you describe the group that you are here with today? Base: All respondents who answered the Core questionnaire (212) % Park & Ride 49 25 11 8 3 2 1 1

14. Method of Transport to the Event How did you travel to the Quayside today? Base: All respondents who answered the Core Questionnaire (212) % No response: 2%

15. Visitor Profile  Wide spread of ages, although younger age groups were under represented. Most visitors were aged 35 – 64.  Female bias on the Quayside (more likely to answer a survey?); even gender split on Park and Ride.  Relatively upmarket profile when compared to the regional profile: C1s are particularly over-represented and DEs account for a significantly smaller proportion than would be expected.  There is a far higher proportion of DEs on the Park & Ride.  One fifth of visitors to the Tall Ships’ Races were Newcastle residents, a further third were from Tyne & Wear. The North and the Rest of the UK each accounted for just over one in five visitors. Only 4% were International visitors.  North region residents were most likely to use the Park and Ride.

16. Visitor Profile  Children were present in two in five groups; predominantly with two or more adults.  ‘Two adults no children’ was the most prevalent group type (one in three), although only one in five described themselves as being ‘in a couple/with partner’.  Two in five groups (whatever their makeup) described themselves as family groups.  One in ten Quayside respondents were solo travellers – in the Core survey only (a smaller sample) solo travellers accounted for 18%.  The Park and Ride profile is very different, with more family groups and significantly fewer solo travellers.  Car was the most popular method of transport to the event. A quarter of visitors travelled to the event on the bus; the Metro and walking each accounted for one in six.

17. “Overnighters”

18. Visitors Staying Overnight & Length of Stay Does your visit to the area include an overnight stay away from home? And how many days does that mean you will be spending in the area? No response: 4% How many days will you be visiting The Tall Ships’ Races 2005 Event? Base: All non overnighters who replied (630) Base: Overnighters who replied (161) Base: All Core Respondents (212) How many nights are you staying in the area? No response: 4% Base: Overnighters who replied (161) % % %

19. Where are Overnighters from? Base: All respondents who answered the Core and Park & Ride questionnaires and are staying overnight as part of their visit (161)

20. Social Class Make Up of Group Staying Overnight Base: All respondents who answered the Core and Park & Ride questionnaires and are staying overnight as part of their visit (161) No response: 6% Age (of respondent) Gender % Profile of Overnighters

21. Where did the Overnighters stay? Type of AccommodationThe Area Base: All respondents who answered the Core and Park & Ride questionnaires and are staying overnight as part of their visit (161) ) No response: 4% No response: 3% How do Park & Ride and Quayside visitors differ? Visitors using the Park & Ride were : More likely to be staying with relatives and friends More likely to be staying at a camp site or in a caravan than visitors on the Quayside How do Park & Ride and Quayside visitors differ? Visitors using the Park & Ride were more likely to be staying in areas outside of Newcastle. Particularly in: Northumberland (29%) Durham (17%) Gateshead (18%) % %

22. Method of Transport – Overnighters How did you travel from home to your overnight location? No response: 5% Base: All respondents who answered the Core and Park & Ride questionnaires and are staying overnight as part of their visit (161) %

23. Overnighters – Summary  Day-trippers were, for the most part, only visiting the Tall Ships event for one day, although one in five were coming for two days and 7% for more than two days.  Roughly a fifth of respondents were staying overnight as part of their visit to the area.  Most were making a longer trip out of their visit:  One third of all overnighters were staying for 3-5 nights  A quarter were staying for 6-10 nights  1 and 2 night stays each accounted for one in seven overnighters.

24. Overnighters – Summary  Overnighters were:  Mostly from the rest of the UK (particularly Yorkshire and the South East).  Slightly more downmarket than the overall visitor profile.  Older than the overall visitor profile (58% of overnighters were aged over 55 years, compared to 40% of visitors generally).  Predominantly in groups without children, with a higher proportion of multiple adults/no children groups.

25. Overnighters – Summary  Two in five overnight groups were staying with friends/relatives – by far the highest proportion.  Hotels and caravan/campsites each accounted for roughly one fifth.  A quarter of overnighters stayed in Northumberland; one fifth in Newcastle itself; one in seven in Durham and one in eight in Gateshead.  Overnighters typically travelled by car to their overnight location.

26. The Tall Ships’ Races 2005

27. Reason for Visit – Quayside What is the MAIN reason for your visit to this area? No response: 1% % Base: Quayside Respondents who answered the Core questionnaire (212)

28. Reason for Visit – Quayside & Park & Ride Base: All respondents who answered the Core and Park & Ride Questionnaires (847) What is the MAIN reason for your visit to this area? No response: 1% %

29. Have you done, or are you planning to do, any of the following during your visit? % Quayside Base: Quayside Respondents who answered the Core questionnaire (212)

30. Have you done, or are you planning to do, any of the following during your visit? Base: All respondents who answered the Core and Park & Ride Questionnaires (847) How did the Park & Ride and Quayside visitors differ? A higher proportion of Quayside visitors intended to do at least one of the activities: 49% of Park & Ride respondents, compared to only 29% of Quayside respondents stated that they planned to do ‘none of these’ activities. % Quayside and Park & Ride

31. Have you visited, or are you planning to visit, any of these other attractions or events during your visit? Base: Quayside Respondents who answered the Core questionnaire (212) % Quayside

32. Have you visited, or are you planning to visit, any of these other attractions or events during your visit? Base: All respondents who answered the Core and Park & Ride questionnaires (847) With the exception of the Tees Valley Tall Ships Visit, overnighters were less likely to be going to all other events: 73% were visiting ‘none of these’ % Quayside and Park & Ride

33. Knowledge of the Event – Quayside How did you find out about The Tall Ships’ Races visit to NewcastleGateshead? No response: 1% % Tyne & Wear Resident : 59% North: 55% Other UK: 33% Under 24yrs: 52% Overnighters: 34% 18 – 34yrs: 21% Newcastle Resident: 26% Tyne & Wear Resident: 23% 45 – 54 yrs: 18% Base: Quayside Respondents who answered the Core questionnaire (212) Radio

34. Knowledge of the Event – Quayside and Park & Ride How did you find out about The Tall Ships’ Races visit to NewcastleGateshead? Base: All respondents who answered the Core and Park & Ride Questionnaires (847) No response: 3% % Tyne & Wear Resident : 59% North: 55% Other UK: 33% Under 24yrs: 52% Overnighters: 34% 18 – 34yrs: 21% Newcastle Resident: 26% Tyne & Wear Resident: 23% 45 – 54 yrs: 18%

35. About the Visit - Summary  The large majority of visitors were here specifically for the Tall Ships’ Races.  Eating and drinking were key activities - one third ate in a café / restaurant and one fifth went to a pub/bar.  One in four visitors went shopping whilst just under half (44%) of visitors did none of the activities listed.  Park and Ride were less likely to be doing any of the listed activities.  One in five were planning to go to Sunderland Air Show; one in ten to Gateshead Flower Show.  TV and Press were the key sources of awareness of the event.  Press worked particularly well regionally, as did outdoor ads.  Word of month cited by one in five – young people particularly learnt by this source.

36. The Experience

37. The Tall Ships’ Races Experience Mean score (1-5) 4.08 4.38 3.89 3.39 4.44 4.35 3.68 3.97 Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (595 - 817) 4.26 %

38. The Tall Ships’ Races Experience 4.16 4.55 4.11 4.40 4.22 4.25 4.40 4.37 Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (817) 4.26 4.29 * * Caution: small base Mean score (1-5) %

39. Fit with Expectations Would you say that your experience at The Tall Ships’ Races today was better, worse or about the same as you expected? Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (847) Mean Score (1-5): 3.61 A little better than I expected (4) As I expected (3) Much better than I expected (5) A little worse than I expected (2) Much worse than I expected (1) Has your experience here changed your opinion of NewcastleGateshead? Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (816) Mean Score (1-3): 2.40 % %

40. Perceptions How interested would you be in visiting NewcastleGateshead again? Very interested (5) Fairly interested (4) Neither interested nor disinterested (3) Not very interested (2) Not at all interested (1) How important do you think it is that NewcastleGateshead invest in events like these? Very Important (5) Fairly Important (4) Neither important nor unimportant (3) Not very important (2) Not at all important (1) Mean Score (1-5): 4.39 Mean Score (1-5): 4.67 Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (756) Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (772) %

41. Perceptions How interested would you be in visiting NewcastleGateshead again? Base: All respondents who answered the Core and Park & Ride Questionnaires and who answered the question (756) Mean score 4.39 4.41 4.42 4.07 * * Caution: small base %

42. About the Experience – Summary  A very good overall experience.  What worked best:  Park and Ride (4.44)  Transport to the event (4.38)  The ambience (4.35)  Areas that were not rated so well (but still received positive scores)  Toilets (3.39)  Catering (3.68)  Who enjoyed it most:  Visitors without children  Newcastle residents

43. About the Experience – Summary  Most had a better experience than they expected.  Opinions of the city remained unchanged for most, although opinions changed for the better for two in five visitors. Virtually nobody felt less positive after their experience.  The large majority (four in five) of non-Tyne and Wear visitors said that they would be interested in visiting NewcastleGateshead again.  Nearly everyone felt it important that NewcastleGateshead invests in events like the Tall Ships’ Races – most felt that it is very important.

44. The Economic Impact

45. Economic Impact AVERAGE INDIVIDUAL SPEND: £17.31 Base: Quayside respondents(639) Daily Individual Spend No response: 1% %

46. Economic Impact Average Individual Spend By Visitor Segments Base: Quayside respondents who replied (630) £ * Caution: small base

47. Economic Impact Average Individual Spend By Visitor Segments Base: Quayside respondents who replied (630) £

48. Final Summary  The Tall Ships’ Races 2005 was clearly well executed and as a result was seen by visitors as a successful event in terms of the experience it delivered – meeting or surpassing expectations for the large majority.  It has generated (or confirmed) positive opinions of the city and promoted strong interest in visiting again.  Assuming there were 1.5 million visitors to the event:  330,000 people stayed overnight - mostly for more than three nights  615,000 now have a better opinion of the city  840,000 are VERY interested in visiting the city again

49. Final Summary  Assuming there were 1.5 million visitors to the event over the three main days:  1,280,000 visitors in total (this takes into account that some visitors were visiting the event more than one day)  Of these 1,280,000 visitors,  99,8400 were day trippers (78%)  281,600 were overnighters (22%)  The spend across the three days of the event was £47,131,875.00 Assumptions n All day spend £17.31 n Mid point used for number of days spent eg. 3-5days = 4days

50. Visitor Profile How Does It Compare?

51. Age 2005 1993 Base: 2005 - Quayside respondents (639) Base: 1993 respondents (586)

52. Gender 2005 1993 Base: 2005 - Quayside respondents (639) Base: 1993 respondents (586)

53. Socio-economic Group 2005 1993 Base: 2005 - Quayside respondents who replied (614) Base: 1993 respondents who were in employment (302)

54. Place of Residence 2005 1993 Base: Quayside respondents who replied (637) Base: Park & Ride respondents who replied (495)

55. Group Make-Up Base: 2005 Quayside Respondents (639) % Group Description 2005 Group Description 1993 Base: 1993 Respondents (586) %

56. Day Tripper V’s Overnighter 2005 1993 Base: 2005 - Core respondents (212) Base: 1993 respondents (343)

57. Type of Accommodation 2005 1993 Base: 2005 All respondents who answered the Core and Park & Ride questionnaires and are staying overnight as part of their visit (161) No response: 5% No response: 3% % % Base: 1993 - All respondents who are staying overnight as part of their visit (124)

58. Visitor Profile – Comparison with 1993  The age profile of visitors in 1993 and 2005 is very similar.  A larger proportion of visitors to the 1993 event were Newcastle residents.  In 2005 approximately one in five visitors were from Newcastle whereas two in five were from Newcastle in 1993.  The number of visitors visiting the events and who live outside Tyne & Wear is very similar in 1993 and 2005.  There were slightly more overnighters in 1993 (33% in 1993 compared to 22% in 2005)  Interestingly, in both years those staying overnight as part of their visit were most likely to be staying with friends or family.  The 2005 event attracted more Children with 41% of groups (approximately two in five) having children in them. This compares to only 29% of groups in 1993