Prof Max Munday The E4G Toolkit

What is an E4G project expected to do/collect in terms of visitor numbers and related information? When you need to deliver outputs? How one might collect visitor information? Hint at the support resources available in the toolkit?

Expectations? EU monitors impact of interventions. Some elements of E4G easier to monitor than others – direct job creation? But monitoring and evaluation of levered visitors more difficult Associated toolkit gives practical helps and tools – the returns from visitor volume analysis and surveys a key part of the evidence base Important to gain some consistency across E4G – A common approach to evaluation means that the overall results of individual E4G bids can be reported consistently/compared.

What resources are available to help? Guidance on how to measure visitor volumes & numbers/estimates, A core visitor questionnaire set applicable to E4G Guidance on when and how to undertake visitor surveys inc. specific help on technical statistical issues, such as sampling, Indicative resource implications of M&E activity, A database template within which to input and store visitor data Examples of management, monitoring and communication plans upon which you can base those for your own project.

What needs to be done? Key component is visitor information is collecting visitor volume and survey data. Most E4G sites will only be required to supply information on visitor volumes Some (typically larger) projects will be required to undertake a limited number of more insightful visitor surveys

When Individual bids will have different requirements in terms of what materials are delivered and when. In terms of visitation deliverables each project will be expected to undertake an analysis of baseline within a short period of approval. Estimates of visitor volumes will be collected in each year Visitor surveys will be undertaken at a selection of projects during 2011 and 2013 (with the exception of sites funded under the Valleys Regional Park and Heads of the Valleys initiatives which will survey in 2010 and 2011). Projects which will be required to survey will be selected in 2010 by the E4G steering board and will be contacted with a view to developing appropriate surveys.

Visitor volumes… Key component of the M&E process is need to estimate visitor volumes and characteristics at sites, and then with the possibility of estimating impact per visitor. Volume estimates will be combined with data from visitor surveys and E4G-level modelling of indirect impacts to provide a gauge of projects’ overall economic impact, both for WEFO monitoring purposes and to help site managers understand the nature of their product and market. All sites – detailed surveys? NO e.g. smaller sites gain estimate of volumes and assume characteristics and behaviour are in line with those reported at other similar projects. To assist this a typology of sites has been produced to aid matching. To estimate volumes expectation is a mix of methods will be used (size, nature of site, costs) but important that managers understand issues with each option

Options ? Cordon Pedestrian Count ‘Hotspot’ Pedestrian Count Car Park Vehicle Count Entry Ticket Sales Car Park Ticket Sales Links & routes: remote sensing

Generic planning and issues Each approach relatively straightforward but each needs degree of planning Site characteristics in terms of scale, scope will determine method Development of a sampling frame that ensures adequate coverage over the course of a day and week and controls for spikes Training of surveyors; data input/database and collection Provision of adequate tools counters/clickers and recording sheets to surveyors, data collection tools etc. Where analysis based on ticketed revenues need to examine concessions and season ticket visitation An up-front strategy to obtain & deal with data from car park operators when these are different from site managers

Website resources F2-F4

Visitor/Vehicle Counting Methodologies: When To Count? representative estimate of visitor numbers means visitor counts must be allocated and undertaken to reflect likely changes in attendance over year estimates on a quarter-by-quarter basis to fit with the collection of wider E4G and visitor/tourism data sites and projects need to estimate numbers January- March; April-June; July-September and October- December, with counts distributed within those quarters effort and resource does not need to be equally distributed

Suggested framework

Surveys Within the guidance pack and on the website there is also material for undertaking more detailed surveys. Purpose of visit, demographics, trip specifics, travel method, spending module There is no single, ideal method; site and visit characteristics might dictate a certain approach, as might the level of available surveyor resource.

Possible survey methods  Produces potentially the most ‘unbiased’ site survey  Requires planning to ensure surveyors don’t approach the same people multiple times (especially problematic with smaller visitor numbers)  Can be inefficient use of surveyor time where visitor numbers are lower  May be inappropriate for sites with restricted space or a set visitor flow. F2F Random Survey  Very resource efficient  Easy to manage – forms can possibly be distributed/collected over a period of days  Little control over sample (self selecting) leading to potential bias  Potential comprehension issues require carefully designed form Cannot control when surveys are completed Hotspot Self Completion Survey  Very resource efficient – questionnaires can be distributed to many visitors  Potentially good quality information, completed at leisure and post-visit  No control over returns leading to potential bias  Potentially uncertain/low response rates Potential quality/comprehension issues require carefully designed form Postal Return Self Completion Survey

Website resources F5-F6

Conclusions Planning surveys Be aware of S&Ws of different options for surveying and counting Website resources Its not the Grand Canyon