Resumen de Assessing economic impact as a means for event efficacy: a proposed modeland and case study

Mark R. Testa, Michelle Metter

• Revenue generation for event planners traditionally comes from sponsorships, ticket and registration sales, merchandising, and additional income streams; however, these sources can at times be limited due to a lack of data and ability to substantiate an event's positioning within an industry or marketplace. A variety of new methologies exist for such agencies to generate funding, particularly through demonstration of economic impact. To date, many event planning organizations are not familiar with this process or the use of such data. The following provides a conceptual model for understanding and engaging in economic impact analysis to secure traditional and new sources of funding. An overview of Tourism Improvement Districts (TID) is provided and a step-by-step process for utilizing the data is proposed. Finally, the San Diego Bay Wine & Food Festival (SDBWFF) is used as a case study demonstrating the process.