Many times after an event, the first thing someone will ask is “how many people were there?” Why? Because we tend to measure the impact of events by the number of attendees. While high attendance numbers show interest in an event, they don’t always accurately reflect the economic and social impact of an event.
Take some time to consider the intangibles when evaluating the success and impact of an event, things that are not always measurable can be equally impactful as data collection.
- Overall enjoyment. Take pictures and collect comments from attendees while they are enjoying the event. These can be great tools in marketing future events and securing sponsorships.
- Capitalize on the positive. Events create goodwill and a strong sense of community that are valuable assets for strengthening the image and position of an organization of a community.
- Quality over quantity. In vendor or retail events, many times it is not the number of people at the event, but the quality of the customer that make a strong impact. Leads, sales and interactions with new customers are more valuable than a larger crowd.
Events should be a dynamic part of the overall brand and style of your organization They can help to position your community as a destination and ultimately increase tourism. These impacts can be felt for weeks, months, and years beyond a single event.