SASSR 2012 Economic Impact Study - Final Report_final

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    San Antonio Stock Show and Rodeo 2012

    Economic Impact Study

    May 2012

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    FOREWORD.

    This research project is the outcome of a joint collaboration between the San Antonio Stock

    Show & Rodeo and Trinity University. The research work was conducted and developed as partof a Marketing & Business Research course during the spring semester of 2012. The research

    tasks, efforts and teams were coordinated by Dr. Mario Gonzalez-Fuentes, Assistant Professor

    of Marketing at the Department of Business Administration, Trinity University.

    A total of 24 students participated in every stage of the project, from the design of the

    questionnaire and the data collection efforts to the analysis and reporting of results. Their

    names (in alphabetical order) are:

    Mayra S. Adriazola Travis Halff Veronica M. Oviedo

    Tyler P. Barrett Patrick B. Herlin Samuel L. Pohl

    Emily A. Bynum Mariela Hilsaca Kyle T. Porter

    Michael J. Callanan Jaime D. Izquierdo Dominick A. Robusto

    Eliot E. Clerke Kevin S. Martin Geoffrey S. Setiawan

    Nancy I. Cook Deborah K. Mujaya Kimo R. Thorpe-Barofsky

    Sydney M. Friday Julia M. Orrange Blake D. Turner

    Jon Chiang Ya Fu Jonathan J. Osei-Kuffour Brian M. Westfall

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    TABLE OF CONTENTS

    Page #

    I. METHODOLOGY 4

    II. REPORT HIGHLIGHTS 6

    III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012 8

    3.1 Economic Impact of Patrons 9

    3.2 Economic Impact of Exhibitors 10

    3.3 Total Economic Impact: Patrons + Exhibitors 13

    IV. PARTICIPANT PROFILING 14

    4.1 Patron Profiling 144.2 Exhibitor Profiling 17

    V. INTERNET PROFILING: USERS EXPERIENCE WITH SASSR ONLINE

    MARKETING RESOURCES

    22

    A N N E X 30

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    I. METHODOLOGY.

    The main objective of this study was to calculate the economic impact generated by the San

    Antonio Stock Show & Rodeo (SASSR) on the San Antonio area (SA). For this purpose, we havedefined the potential economic impactof the event as the expected increase in general sales

    attributed to expenditure generated by participants in activities outside the Rodeo but within

    the San Antonio area1. Two main types of participants were identified: patrons and exhibitors.

    Within the latter category (exhibitors) an additional classification was used to distinguish

    among Commercial2, Horseshow and Livestock exhibitors.

    The research tool used for this project was the in-person intercept interview. For this, two types

    of questionnaires were designed, one for patrons and one for exhibitors/contestants. The

    design of these questionnaires focused in delivering a structured research tool that would not

    significantly tax the respondents memory so that a high level of accuracy of answers could be

    ensured. The intercept questionnaire is appended to this report (see Annex).

    The first set of questions in each type of questionnaire was intended to classify participants

    either as residents from the SA area or from out of town. In addition to questions pertaining to

    participants expenditures, other areas were addressed in these questionnaires so that a more

    detailed profile of participants could be extracted from the analysis. In particular, questions

    regarding their motivations for attending the event, number of times having attended SASSR in

    the past as well as the type of discount deals used for the event were included. For out-of-town

    participants, the details of their visit to San Antonio were also explored: length of stay, lodgingtype, plans to visit other attractions, etc. Finally, a section on the patrons questionnaire was

    aimed at assessing the effectiveness of the online marketing strategy used by the SASSR and to

    get an Internet-use profile from this type of participants.

    A total of 560 patrons and 398 exhibitors were surveyed, bringing the total number of useful

    observations for this study to 958. The margin of error attributable to this sample size is 5%,

    providing us with a confidence level of 95% for our estimates. The interviews were

    administered to both types of participants during 10 days, from February 17 26, successfully

    covering more than fifty per cent of the total length of the event. The data collection was

    performed at different times of the day, covering effectively morning and evening hours. In

    terms of location, interviewers were distributed so that every one of the 6 main zones of the

    1This area includes the counties of Atascosa, Bandera, Bexar, Comal, Guadalupe, Kendall, Medina and Wilson.

    2Includes Wildlife exhibitors.

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    Rodeo grounds was appropriately covered: Livestock area, Horseshow area, AT&T Center and

    Courtyard, Food Court, Wildlife Expo and Family Fair3.

    Surveys answers were keypunched into a database for their analysis. The statistical package

    used for this purpose was SPSS. This software allows the researcher to easily screen out

    observations based on different characteristics (gender, from SA vs. out-of-town, etc.) so as to

    provide a more precise picture of the events participants.

    The following analysis is structured in three parts. The first deals with the estimation of the

    economic impact of the SASSR on the San Antonio Area. This estimation is presented separately

    for both types of participants (patrons and exhibitors) as well as grouped together. The second

    section examines the profile of patrons and the three types of exhibitors considered for this

    study, focusing on the main differences exhibited between those from the San Antonio area

    and those from out-of-town. Finally, a third section explores the Internet profile of patrons,

    paying special attention to the assessment of the online marketing resources and strategy usedby the SASSR from the point of view of users.

    3This included the Texas Star Marketplace at Freeman Coliseum.

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    II. REPORT HIGHLIGHTS

    HIGLIGHTS FOR THE ESTIMATION OF ECONOMIC IMPACT

    The economic impact of patrons is estimated to be $68,590,085. The economic impact of SASSRs exhibitors of $95,708,316. The total economic impact estimated for the SASSR 2012 on the San Antonio area

    comes to a total of $164,298,401.

    Livestock exhibitors alone account for more than half (51.35%) of this impact.

    Participants (patrons and exhibitors) from outside the SA area contribute with almost80% (79.07%) of this impact.

    HIGHLIGHTS FOR THE PROFILING OF PARTICIPANTS

    Patrons from out-of-town seem to have a greater tendency to take advantage of specialdiscount deals.

    A potential holiday effect has been identified where patrons and exhibitors from SAcould perceive the time spent at the SASSR as some kind of holiday season, splurging

    on amenities located inside the Rodeo grounds.

    Livestock exhibitors show the largest average party size of all three exhibitor typesconsidered: almost 9 people (8.88).

    There appears to be a longer tradition of attending the SASSR among Livestock andHorseshow exhibitors than Commercial ones.

    Exhibitors from SA are more loyal to the SASSR than out-of-town ones: Out-of-townexhibitors might not perceive enough brand association between the SASSR and the city

    of San Antonio itself.

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    HIGHLIGHTS FOR THE INTERNET PROFILING OF PATRONS

    Individuals with ages between 18 and 45, show the highest exposure to SASSR onlinemarketing efforts (55-60%).

    Patrons with older ages (Over 65: 88.9%) show exposure rates well above the overallaverage and that of youngest patrons (68.5%-69.4%).

    Expenditure per person in activities inside the SASSR is higher for those patrons exposedto online marketing efforts compared to those who did not get exposed.

    Younger audiences tend to adopt smartphones (18-45: 55%-61%) and tablets (19%-22%)to consult information about the SASSR more heavily than older ones: This shows the

    importance of adapting online resources and contents to a more portable and mobile

    format to cater younger patrons (18-45), who represent approximately 60% of the total.

    Among patrons who are 18-25 years old, who represent almost 20% (18.9%) of allpatrons, Living Social has a penetration (19.80%) similar to the one GroupOn exhibits for

    the overall population.

    SASSR online marketing resources score high on attributes related to their Ease-of-Useand Usefulness.

    A majority of patrons (57.6%) identify the level of customization of SASSRs onlinemarketing resources as a Fixer Upper

    An ample majority of patrons (62.5%) perceive that SASSRs resources do not possess theenough level of Interactivity to allow them interact with other patrons and, potentially, share

    their experiences.

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    III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012.

    The designed questionnaires considered two major categories of expenditu