Event evaluation and reporting

The final stage of events management is the evaluation of the events outcomes and the processes employed to achieve set outcomes. The fundamental purpose of event evaluation is to identify positive and negative practices with a view to improving future performance, whether this is in terms of financial performance, environmental impacts or the overall operation of the event.

If specific aims and objectives were set at the outset of the planning process, then evaluation will also seek to establish whether those targets have been met and if not then why? The other purpose of evaluation is a reporting mechanism, to gather data to allow feedback to different stakeholders involved in the event relative to their interests. For example, the local council and retailers association may be interested in the number of people who attended the event and where they came from i.e. the proportion from the local community and those from further afield.

One key issue to remember is that evaluation is not something which happens at the end of the event, it must be incorporated into the planning of the event, so resources are allocated, the correct questions are asked and data collected. Key questions you should ask include what data is needed e.g. visitor numbers, financial data, satisfaction, motivations, etc? Related to the events objectives what are the key performance indicators? How, when and by who is the data to be gathered e.g. observation, surveys, questionnaires, before, during or after? How is it to be analysed e.g. by themes or issues or statistical analysis? What format will be used in the final reporting, for example debriefing meetings or a final report covering all areas? You also need to consider who will be interested in the event and its outcomes? For example the venue, sponsors, Monmouthshire Council, Visit Wales, media – local/national, special interest?

Once you have answered the above questions you can begin to collect the appropriate data and feed it into your subsequent analysis. Examples of factual data you may collect include:

Sales figures – tickets, merchandise, catering, auction, raffle, etc.
Timing of sales
Number and value of sponsors
Number of flyers, adverts, posters, press releases and PR, media utilised, etc.
Accidents, complaints, etc. reported.
Adherence to schedules (event planning, implementation and promotion).
No. of exhibitors / retailers / concessions.
Financial reports and accounts.
Visitor and participant statistics – attendance, profiles (exit surveys, tickets collected, etc).

As evaluation is also about process and more subjective elements you can also gather data from the following:

Questionnaires and exit surveys - see example attendee, volunteer, temporary vendor and local business questionnaires.
Focus groups and interviews
De-briefing sessions – venue, staff, contractors
Performer feedback
Venue feedback
Observation and word of mouth
Media reports and publicity
Social networking and interest websites

Evaluation may take a fairly basic form comparing key facts and figures on this year’s event with last years or it could involve a much more complex analysis of impacts arising from the event. Such is the potential complexity of event evaluation it is advisable to seek specialist advice on this matter perhaps through a consultancy or university research department. A wealth of information on event evaluation in terms of areas to evaluate and methods of evaluation can be found on the Events Impacts website - http://www.eventimpacts.com.

Whatever form your evaluation takes and the measures you choose to focus upon you should always seek to generate some outcomes from the evaluation process which could encompass some or all of the following.

Report/s on event outcomes for distribution to stakeholders.
Report to the media on outcomes and achievements.
Recommendations for refinements and improvements to be carried forward to next event.
Thanks to staff, participants and other stakeholders for support.

Event attendee questionnaire

Event volunteer questionnaire

Temporary vendor questionnaire

Local business questionnaire

Summary

Planning and managing events can be a challenging yet very rewarding process, which can lead to a whole range of positive outcomes for the individuals and organisations who host them and for the venues and locations in which they take place. However events do not simply just happen, they require careful and considered planning from start to finish.

Events require the assembly of teams of people with a range of skills, applicable to the type and scale of the event being planned, with clear lines of authority, decision making and control. In addition to the team planning and managing the event, it is also necessary to identify and work with other stakeholders and interested parties to ensure the successful delivery and on-going sustainability of events. Without this external support many events will struggle to achieve their potential.

From the outset you must have clear aims and a purpose to your event and ideally quantify these into more specific objectives, which will facilitate later performance monitoring and evaluation. You must also be clear of what the event is and who it is for. Understanding your target audience and other stakeholder’s needs is critical to effective event design and long term success, which can only be achieved through building events around all their needs.

The different sections of this event toolkit are designed and intended to offer guidance and advice for the different phases of the planning process, but for those who are new to event planning this guide is not intended to be used in isolation. Please use the links provided to find out more details where appropriate and if in doubt seek specialist advice. There are a range of specialists in all areas of events management who can assist and advise in getting your project off to a flying start.

Events Management Toolkit Contents

Organisational Structure