Nielsen Sports data has shown the extent to which some of the world’s biggest acts are driving big spending up for local areas.
One such case is in Perth, Western Australia, where concerts at the city’s newly established arena have helped to drive more than 275,000 visitors over the last three years from across the wider region and abroad to the area. Over that period, the combined spend of patrons from out of town brought more than $150million (USD $107m) to the city.
The findings show the role entertainment venues are playing in increasing visitor numbers and spend for local areas. In the case of Perth Arena, visitor spend did not just stop in the city – half of all interstate and overseas patrons also included a visit to the wider regional.
Bon Jovi attracts 30 per cent of the crowd from outside Western Australia
As Perth Arena celebrates its third birthday, the Government of Western Australia’s Sport and Recreation Minister, Mia Davies said the data confirmed Perth Arena as a key contributor to tourism in Western Australia and the local economy.“13 per cent of the total Perth Arena attendees are visitors to Perth, which is an average of over 1,000 people per event. Certain events such as Bon Jovi attract as high as 30 per cent of the crowd from outside Western Australia.”
“It is great for our tourism industry that half of Perth Arena’s visiting fans chose to extend their stay and travelled outside Perth to as far as Kununurra,” Ms Davies said. “Western Australia has a lot to offer visitors and infrastructure such as Perth Arena and its events attract people to experience our beautiful state.”
Increasing demand for insights into economic, community and media impact
Co-Managing Director of Repucom in Australia and New Zealand, Guy Port, said:“The strong results driven by the music industry in Perth show the support and increasing demand from our clients to develop insights into the economic, community and media impact of major events in Australia and New Zealand. Repucom is working to better support decision making with our data driven insights in the field of government, tourism and events across both sports and entertainment not just here, but around the world.”
The Western Australian reported on November 13th 2015 that in the past year, the acts which drew in the biggest proportion of fans from outside the city were Bon Jovi (41 per cent), Pink (29), Keith Urban (26), Roxette (25), Nickelback (23), Katy Perry (23), 5 Seconds of Summer (22), One Direction (20), Justin Bieber (19) and Kiss (19).
The acts that brought in the biggest interstate and international audiences were Bon Jovi (32 per cent), Elton John (10), the Rolling Stones (8), Bruce Springsteen (7) and One Direction (7).Upcoming events at Perth Arena include Cold Chisel, Neil Diamond, Oprah, Hugh Jackman and the Hopman Cup.