Background and aims
For the sunny weekend of 18-19 of March 2023, Christchurch hosted the inaugural ITM New Zealand SailGP as a leg of the international league. In Whakaraupō/Lyttleton Harbour, crowds gathered from across Aotearoa and overseas to watch hydrofoiling F50 catamarans from nine different countries race, approaching speeds of 100km/h.
The event was significant for Christchurch, particularly post earthquakes and in the wake of COVID-19. It was a prime opportunity to showcase the city to visitors and those viewing the event online and via television. To assess the return to the city, it was necessary to measure the economic impact of the event, particularly as ratepayers contributions had in part enabled the event to be hosted in Christchurch.
Our role
Global Research was commissioned by UK based outfit, Aspect, to conduct face-to-face surveys over the two days of racing. Keeping in real-time contact with the UK client, we deployed throughout the crowds to engage participants and smoothly administer surveys. With a quota of hundreds of surveys to be gathered during times that did not interrupt guests’ race viewing, we needed to be active in racing down times, mingle with crowd, and contribute to the carnival atmosphere at the event.
Design and method
The team arrived early and dispersed throughout the SailGP event. Despite the races starting in the afternoon, the event featured music, food stalls, and souvenir pop-up shops by the ocean to entertain spectators. People waiting in merchandise queues often appreciated the opportunity to chat and complete a survey, and we approached individuals seated in the grandstand as they awaited the races. Additionally, team members were sent to the VIP area and media zone.
Results
Just as Canada triumphed in the final race, our team surpassed our target number of surveys; we found it was exhilarating to be part of such a high-profile global event and it was a change from our usually office-based work. SailGP reported the following numbers from its economic impacts studies for each event, including New Zealand:
The host cities in which SailGP held events shared in a total economic impact amount that was 91% higher than that seen in Season 2, with an average economic impact per event of US$13.9 million.
Outcome
The completed surveys, along with feedback from some participants, were uploaded and transferred to Aspect in the UK. This type of market research is valuable for councils in making informed decisions about the economic and social viability of future events and, it showcased our ability to partner with an international organisation to deliver speedy and high quality results.