Evaluating the Economic Impact of Sports Tournaments in Greensboro: Strategies for Capturing Key Visitor Data

Objective

The city of Greensboro, North Carolina, grappled with a limited understanding of the economic impact generated by sports tournaments within their city. They sought assistance in tracking essential metrics to assess the economic benefits of each event, identifying areas of expenditure by visitors in terms of accommodations, meals, and potential return visits.

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Challenges

Devising a strategy to gather valuable data from soccer tournament attendees in a manner that ensures their engagement and willingness to provide crucial information for supporting Greensboro's tourism objectives.

Creative Process

1. Geolocation Tracking:

2. Post Event Travel: Tournament attendees from Greensboro returned home to more than 210 cities and 20 states across the U.S. 43.1% of attendee users expressed their intention to visit Greensboro again within a six-month period.

3. Data: Every tournament attendee had the chance to win a grand prize by completing a short survey within the app. As a result, over 85.9% of all users participated, offering valuable insights into their accommodations, dining preferences, activities, and intentions to revisit Greensboro.

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Solution

The development of a fully operational app, accessible on both iOS and Android platforms, capable of geo-locating NC Fusion tournament attendees and directing them to various restaurants and hotels in the city. All accomplished within a 20-day timeframe.