Insight into the impact, participation, awareness, and attitudes towards The Ocean Race Aarhus 2023, both before, during, and after the event.
Culture & Attractions
The Ocean Race Stopover Aarhus 2023
Background
In connection with The Ocean Race Stop-over Aarhus 2023, Silverlining Research conducted a series of analyses for Aarhus Events. These analyses were carried out as part of a larger research design, measuring the impact, participation, awareness, attitudes, etc., related to The Ocean Race Stop-over Aarhus before, during, and after the event.
Method
The pre- and post-test of the event was conducted through panel surveys of residents in and around Aarhus. These analyses mapped people’s awareness, attitudes, and participation before and after the event to assess how respondents’ expected and actual behaviors aligned. Furthermore, the pre-test was used as part of the event’s marketing and communication strategy by Aarhus Events.
The analysis during the event was conducted through face-to-face interviews, where Silverlining’s interviewers inquired about people’s behaviors, spending, and attitudes towards sustainability. Additionally, the analysis was used as part of an economic impact analysis, which documented a direct positive impact on tourism economics from The Ocean Race Stop-over Aarhus 2023.
Finally, a contingent valuation analysis revealed the willingness of aarhus residents to contribute to similar events.
Results
The surveys have documented positive support from Aarhus’ citizens, with 33% expressing a willingness to make a larger tax contribution to attract more major events to the city. This insight supports Aarhus Municipality’s ambition to continue hosting major international events, boosting the city’s profile and economy.
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
Bjarke Bøgeskov
Project Director & Partner
Silverlining Research
Silverlining Research
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