EVALUATION REPORT
OLYMPIC TORCH RELAY
MAY 19 2012
Olympic Torch Relay Evaluation Report
Executive Summary
Methodology
Cornwall Development Company has undertaken an evaluation of the Torch
Relay. The basis for this report is:
•
An evaluation of four surveys that were distributed to key individuals for
completion post event
•
Spectator estimates undertaken on the day
•
Comprehensive evaluation of the media coverage undertaken by Excess
Energy
Due to logistics of the rolling event and budget constraints, on the ground
evaluation could not be undertaken on the day and therefore the evaluation
should be considered in this light.
Key Points
•
The Olympic Torch Relay travelled through Cornwall on May 19th 2012 starting
at Land’s End at 7am and crossing the Tamar Bridge sometime after 8pm
•
The flame was on view in 21 Communities all of who had their own
community celebrations
•
188,500 Spectators came out to view the torch. The numbers exceed
expectations and was approximately 35% of Cornwall’s population
•
The Relay influenced approximately £3.77M in spectator spend in the
Communities on Route
•
1 Billion worldwide viewers was predicted, with the China and Japan
broadcasts meeting this alone
•
£5,665,912 Advertising Value Equivalent (this is a conservative estimate with
only significant articles recorded and does not include all international print
media due to limited access to these publications)
•
£16,997,735 PR Value
•
240 reporters, photographers and film crews from around the world including
Japan, China, Australia, Brazil, France, America, South America, Asia, Russia,
Poland, Finland, Hungary and the Netherlands were present at the start of the
relay at Land’s End
•
Over 50% of businesses thought that the Torch Relay was of great importance
to the image of Cornwall
•
Over 2,000 tweets using the #DayOne2012
•
36% increase in international visitors to Cornwall’s official online visitor guide
was experienced in the days post event
•
Between 14 and 22 May there was an increase of 13,026 additional visits to
the VisitCornwall website based on the same week in 2011
•
79,074 views of the Cornwall Torch Relay Google Map were recorded
•
2 World Records were set:
o
347 cream teas served in St Austell
o
1,002 people performing Tai Chi in Saltash (unfortunately this isn’t
recognised by Guinness)
Olympic Torch Relay Evaluation Report
•
16,000m of Gold and Black Bunting decorated the streets of Cornwall
•
83% of communities on route agreed or strongly agreed that the street
decorations added to the celebrations
•
The Relay delivery costs were £120,000
•
88% of the steering group strongly agreed that the advanced planning and
production of the Event Management Plan contributed to the success of the
Olympic Torch Relay
•
83% of the communities thought that the time and effort that their
community allocated to the event justified the outcome
•
97% of the event organisers thought that people attending the event thought
that it was better than they were expecting
Conclusions
The event has been acknowledged widely as a great success, as well organised
and has hugely contributed to the positive image of Cornwall both as a
destination and in the ability to deliver high quality events.
The Community Task Force operated as an extremely effective steering group and
a partnership based on genuine collaboration was established. Relationships and
networks have been created which will be beneficial into the future both between
local organisations and between the various agencies involved.
The establishment of the coordination centre based on the Emergency Centre
model worked well and effectiveness on the day was praised by Devon and
Cornwall Constabulary.
Legacy
Reinforcement of Cornwall’s reputation in the delivery of high quality events.
Communities have indicated that they are going to run more local events.
164 schools in Cornwall have signed up to the official London 2012 education
program.
Over 500 volunteers were involved in the planning or operations on the day. New
volunteers have been identified by their communities to assist with future events.
Relationships have been established with national and international media
representatives.
Visitor figures are expected to inflate thanks to images of Cornwall and the
successful start of the relay being beamed across the globe.
Establishment
of
an
Online
Cornwall
Media
Hub
microsite
(www.cornwallmediahub.co.uk) designed for the media seeking information,
images or film footage of Cornwall. The Media Hub will be used to publicise high
profile developments, events and announcements that support the promotion of
Cornwall’s USP in the public and private sector.
Traffic Management Plan and Community Fact Files used as exemplar templates
for the rest of the Country.
Olympic Torch Relay Evaluation Report
Recommendations
CDC and CC to prepare an events and festivals budget together, with a
reasonable amount of money, and have Festivals and Events properly featured in
CDC’s Business Plan.
The establishment of a separate corporate Health and Safety resource for
supporting events, that is not part of the regulatory service provided by the
Council.
The continuation of the experienced virtual project team for future major event
delivery.
The consideration of the establishment of a coordinated county wide community
festival possibly early May Bank Holiday or to coincide with other significant
events.
Cornwall Council’s Event Safety Advisory Group needs to consider the issue of
event marshals including training and identification as part of the Event
Management PID roll out.
Key Staff need to be twitter enabled, trained and literate.
ESAG need to consider that Emergency Centre Duty Directors and Comms staff
should be appropriately experienced.
Olympic Torch Relay Evaluation Report
Quotes
Seb Coe, Chair of LOCOG, said: “Thank you to everyone who gave the Olympic
Flame such a magnificent welcome to the UK. Support for the Torchbearers was
immense and we are very grateful to the people of Cornwall and visitors to the
county for coming out in their thousands to line the streets and starting the Torch
Relay off in such great style.”
LOCOG Chief Executive Paul Deighton said: "The support has been simply
fantastic. We have seen cheering crowds up to 10-deep, the people of Cornwall
gave the Olympic flame a wonderful welcome and lined the streets to get our
torchbearers off to the best possible start."
IOC President Jaques Rogge said “Frankly speaking I was surprised. Seb [Coe]
showed us a little movie after Land’s End and I saw masses” he said “I know
Cornwall and it’s not the most populated area in the UK. It was unbelievable. It’s
a massive success and it’s something that I hoped for”
Annabell Gunnell LOCOG Press Office said: “I want to thank you for working with
us on the comms front for the all important first day of the Torch Relay. You have
helped us get off to a great start for which I will be eternally grateful. I hope you
managed to enjoy it and very many thanks again from all of us in LOCOG
comms.”
Ben Ainslie, Three time Olympic Gold Medal winning sailor said: “I've never seen
anything like it driving into Falmouth. I’ve never seen so many people out on the
streets anywhere in my lifetime. I think if Falmouth is any indication of what the
torch relay is going to be like in the build up to the games it going to be like
nothing anyone has ever seen"
Jack Hindley, UK Wide Operations, Government Olympic Executive “From our
perspective, in terms of co-ordinating reporting for the event Cornwall were a
very helpful and engaged partner, understood what we were looking for by way of
products quickly and what we were aiming to achieve and that you were keen to
play your part in supporting learning across later authorities on the route. Whilst
we have evolved and tweaked our processes this first local engagement is very
much a template to look back on and work through with other authorities.”
David Furston Chair, South West England Board for the 2012 Games “Everyone in
Cornwall pulled out all the stops to make the journey of the Olympic Flame an
epic occasion. The overwhelming response that first day proved that there could
have been no better place than South West England to start the Relay and get
the momentum going. I would like to congratulate Cornwall Council and all those
involved who worked so hard with the London Organising Committee to ensure
that the major celebrations were a huge success and that disruption was kept to
a minimum. Cornwall should be very proud of what they achieved; this was a
great advert for the county.”
Kevin Lavery, CEO Cornwall Council “All I have heard throughout the weekend are
complimentary comments about how well Cornwall welcomed the Torch and
started it on its way. In terms of media coverage not just of the event but of the
communities’ enthusiasm for it we could not have had a more successful and
higher profile. I am sure we will reap the benefits in terms of increased
awareness of Cornwall and its character.”
Olympic Torch Relay Evaluation Report
David Bryans, General Manager Land’s End “I really enjoyed the whole experience
working with you & Anna, as well as the team at Land's End. A massive thank you
from me directly to you for your professionalism, enthusiasm & friendship.”
Dave Linnell OBE CEO and Principal, Cornwall College “The events around the
Olympic Torch I attended in Truro, St Austell and Newquay were fantastic and
Cornwall Council staff were terrific.”
Press Association “Thank you very much for all your help...You did all humanly
possible to create a stunning picture with St. Michael's Mount as a backdrop.”
KYODO News “It was really nice seeing you and you helped me a lot. I really
appreciate and I will come back for sure. St Michaels Mount was fantastic! “
Heart FM “I just wanted to drop you a quick note to say thank you very much for
sorting out things at both Marazion and Falmouth. Everything from my point of
view ran very smoothly and we couldn't have asked for more.”
Thomson Reuters “We appreciate the support [we were] given in Cornwall, which
helped produce some great pictures despite the difficult travel logistics. Toby's
photographs were transmitted around the world shortly after they were taken.
He couldn't have done it without local support, so thanks again.”
SKY “What a great day for Cornwall on Saturday - well done, it was brilliantly
organised. We have had some sleep and reflection and on the whole are very
pleased with how it all turned out on the day. That, in no small part, was thanks
to you guys and to our colleagues on the ground so thank you very much for your
support.”
Daphne Skinnard, BBC Radio Cornwall “Thank you very much for inviting me to
join the Community Task Force for the Olympic Torch Relay. It was very helpful to
have an insight into preparations and to see at first hand the work that went in to
making the weekend such a great success. Congratulations to you all – you even
managed to sort the weather. It was a wonderful celebration and so good to see
local communities welcoming the Torch as it made its progress through Cornwall.
Thank you for letting me be part of it.”
Brian Cleobury, Transportation Liaison Officer for the Torch Relay Team and the
Olympic Delivery Authority visited Cornwall as part of the Transport Coordination
assessment and said: “I again would like to thank you for your Traffic
Management Plan. We TLOs, at the Transport Co-ordination Centre, thought it to
be an excellent and well structured plan. We have used it as a suggested
template for others who will be looking at Torch Transport Issues when it comes
back into England (onwards) from Scotland on day 28 onwards. They are only
just thinking about it and will learn from the experiences of those doing the Torch
in the first 5 days such as yourself. Again, I thank you for providing us with the
access to what should be a template for others.”
Olympic Torch Relay Evaluation Report
Contents
1
Aims & Objectives ............................................................................. 8
2
Spectators ......................................................................................... 9
3
Media Coverage ............................................................................... 11
4
Economic Impact ............................................................................. 14
5
Community Satisfaction................................................................... 17
6
Coordination and Management of the Event .................................... 18
7
Visitors ............................................................................................ 23
8
Digital Marketing ............................................................................. 24
9
Legacy ............................................................................................. 26
10 Budget ............................................................................................. 30
Appendices
A
Media Evaluation
B
Business Survey
C
Community Event Survey
D
Stakeholder Survey
E
Community Task Force Survey
F
Emergency Centre De-brief Minutes
G
Lead Contact Debrief Summary
Olympic Torch Relay Evaluation Report
1
Aims & Objectives
The aims and objectives of the Evaluation Plan are:
•
To estimate the number of spectators to the event
•
To estimate the media value
•
To ascertain the impact that the event had (in the communities on the route),
on the turnover and operation of food & drink, retail, tourism and other
commercial businesses
•
To evaluate the level of satisfaction, community pride and local valuation of
the event
•
To calculate the additionality effect (i.e. number of visitors that specifically
came to Cornwall to see/engage in the Torch Relay)
•
To evaluate the effectiveness of the coordination and management of the
event
•
To estimate the legacy of the event on participation in sport and physical
activity
•
To communicate the findings of the evaluation
Truro, Lemon Street
Olympic Torch Relay Evaluation Report
2
Spectators
In order to estimate the number of spectators to the event the following method
was used:
•
Gathered through the Lead Contact and Police reporting structure during the
event these were confirmed by representatives from the Communities on
Route.
Community
Land’s End
Spectators
3,000
Sennen
500
Newlyn
1,000
Penzance
7,000
Marazion
2,000
Rosudgeon
500
Ashton
500
Breage
500
Helston
10,000
Falmouth
25,000
Truro
45,000
Newquay
20,000
St Stephen
5,000
Trewoon
8,000
St Austell
20,000
Eden Project
2,500
Stenalees
1,000
Bugle
1,000
Lanivet
4,000
Bodmin
10,000
Liskeard
10,000
Saltash
10,000
Tamar Bridge
TOTAL
500
188,500
No spectator count methodology for un-ticketed events like this is flawless and
100% accurate but provides a ‘best estimate’ of spectators based on an approach
tailored for the specific event for which it is being undertaken and this should be
borne in mind when interpreting the findings in this report. Where figures
Olympic Torch Relay Evaluation Report
received varied from different sources the lower estimate has been used. If
anything the overall spectator figure is likely to have been higher than being
reported here.
Please note that due to the availability of CCTV coverage along the whole route in
Truro and wide variations of reported spectator figures in the City a detailed
count was undertaken by the police post event.
Cornwall’s Population is 535,300 (ONS mid year estimate 2010), therefore the
number watching equates to approximately 35% of the County’s population.
66% of the communities on route and 83% of the event organisers reported that
the crowds were higher than had been expected.
Events
Over 100 events were organised by Communities to celebrate the passing of the
Torch Relay, including a Flame Festival at Heartlands in Pool. See below for a
sample of some of the attendances:
Event
Attendees
Heartlands
15,000
Cathedral Civic Event
Passport to Sport
375 guests & 74 performers
Around 2,500 individual activities were completed
Cream Tea World Record
347
Celebration of Sport
650
Girl Guiding Celebration
200
Lunchtime Stop
1,000
Tai Chi World Record
1,002
The Cream Tea World Record in StAustell
Olympic Torch Relay Evaluation Report
3
Media Coverage
In order to estimate the media value of the coverage of the Torch Relay in
Cornwall the following methods were used:
•
Calculated AVE
•
Calculated PRV
Advertising Value Equivalency & Public Relations Value
AVE is the industry standard way of evaluating PR coverage in the media. It is
what editorial coverage would cost if it were advertising space (or time).
To calculate the AVE, measure the space (column inches) occupied by a clip (for
radio and television coverage, measure time). Then multiply the column inches
(time) by the ad rate for that page (time slot).
The PR Value is calculated by multiplying the AVE by three as the power and
credibility of editorial is so much higher, and has so much more cut-through, than
straight advertising.
Extract from The Independent on Sunday
An analysis of the Media Coverage
AVE
PRV
£265.828.67
£797,486.01
£569,400
£1,708,200
£2,250,730.20
£6,752,190.60
£129,237.35
£387,712.05
£2,620,722.30
£7,862,166.90
Local online
£95,821.70
£287,465.17
TOTAL
£5,665,912
£16,997,735
Print national & international
Radio
TV
Print local
Online National & international
Olympic Torch Relay Evaluation Report
A breakdown of how these figures have been calculated is included as Appendix
A.
These figures are conservative evidenced based figures, based on significant
article coverage only. It has not been possible with the resources available to
capture all broadcast and international print stories and therefore the true figure
is higher.
Media Presence at Land’s End
More than 240 reporters, photographers and film crews from around the world
were at Land’s End.
Media at Land’s End
These included representatives from:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
BBC
BBC South West
British
Forces
Broadcasting
Service
CCTV (China)
Daily Telegraph (Online)
ITN
Nine Network (Australia)
Nippon TV (Japan)
Press Association
Sky News
Sky Sports News
Televisa Mexico (Mexico)
TF1 TV (France)
Reuters
South West News Service
Olympic Torch Relay Evaluation Report
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Land's End Photographer
EPA
Rex Photography
ITV Network
Channel 4
Fuiji TV (Japan)
NOS (Netherlands)
Bandsports (Brazil)
TVN (Poland)
Kyodo News (Japan)
Action Images
Turun Sanomat (Finland)
Terra Network (South America)
Rex Photography
Mail on Sunday
Sunday Times
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Network Ten (Aus)
AP Broadcast Services
NHK (Japan)
Xinhua News Agency
University of Falmouth
Aladyinlondon.com
Compass Magazine
Daily Mail
Daily Telegraph
Easyjet Magazine/Sky Travel
Events Magazine
Fan in a Van (Blog)
Inside the Games
MSN Lifestlye and Travel
New Style (Russia)
Olympic Torch Relay Evaluation Report
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Sunday Mirror
The Cornishman
The Guardian
The Independent
The Independent on Sunday
The Yomiruri Shimbum
Travmokey.com
Visit England
West Morning News
Heart FM
BBC London 94.9
BBC 5 Live
BBC Radio Cornwall
Global Radio
Pirate FM
4
Economic Impact
To ascertain the impact that the event had (in the communities on the route), on
the turnover and operation of food & drink, retail, tourism and other commercial
businesses the following methods were undertaken:
•
Estimated Spectator Spend
•
Business Survey (Appendix B)
Estimated Spectator Spend
Previous evaluations of festivals and events in the County have been undertaken
to assess expenditure of those attending.
Event
Spend Per Person
Golowan
£28.82
City of Lights – Truro resident
£11.70
City of Lights – Outside Truro resident
£23.65
Daphne Du Maurier Festival
£28.91
Based on the nature of this event a figure of £20 per person has been used to
estimate the economic impact:
188,500 spectators spending £20 each = £3.77M
Business Survey
An online business survey was distributed through VisitCornwall, the Town
Councils and BID managers. There were 52 surveys completed with 56% of these
from accommodation providers and all but one were from communities on route.
Businesses were asked their opinion as to the importance of the Torch relay to
the economy, image and wellbeing of Cornwall:
How important do you think
the Torch Relay was to the
economy of Cornwall?
How important do you think
the Torch Relay was to the
overall image of Cornwall?
How important do you think
the Torch Relay was to the
wellbeing of communities in
Cornwall?
Of great
importance
Of some
importance
Of no
importance
42.2%
44.4%
13.3%
55.6%
33.3%
11.1%
48.9%
35.6%
15.6%
Olympic Torch Relay Evaluation Report
Businesses were asked to report on their turnover compared to a normal
Saturday in May.
Accommodation Providers generally reported that turnover was as normal (34%)
or higher than normal (32%), whilst there was a fairly even spread between
business reporting below (27%), normal (38%) or above normal business (32%)
from non accommodation providers.
On 19th May, the day of the Torch Relay, was your business turnover?
100%
4
90%
27
80%
% Response
70%
34
60%
Lower than Normal
Normal
Higher than Normal
38
50%
40%
30%
32
20%
32
10%
0%
Accomodation Providers
Other Businesses
Business Type
A further breakdown of the responses from non accommodation providers
business shows that those who were indicating that there was an increase in
trade reported a significant difference (i.e >10%) to a normal Saturday in May.
However, due to the limited number of responses it is not possible to make any
assumptions.
Estimation of the impact the Torch Relay had on levels of trade of your business compared to a
normal Saturday in May
40
35
35
% Response
30
25
24
20
15
12
12
Down 5-10%
Down >10%
10
6
6
Up 5-10%
Up 1-5%
6
5
0
Up >10%
Normal
Down 1-5%
Anecdotally, food and drink providers did extremely well with lots of reports of
businesses and stalls selling out and with one Brewery reporting that six of their
pubs directly on route experienced a 30% increase on normal Saturday.
Olympic Torch Relay Evaluation Report
Falmouth BID, “Everyone is saying that the 19th May has been Falmouth’s busiest
day in a very long time, comparable to days such as Tall Ships in 1998, and for
some younger businesses in the town, this will have been the most profitable day
they have ever witnessed. The ongoing set of events created by local
organisations and community members provided an impressive longevity
meaning people arrived earlier and stayed later. The free car parking was a
definite draw, allowing people to spend that cash on other items and also ensured
they stayed in town for a lengthened period. People were out until after
midnight, enjoying the undeniable Torch buzz, and continually adding to the vital
takings of the bars, cafes, restaurants, retail outlets and hotels, for which
Falmouth is renowned. Without a doubt Falmouth businesses have certainly felt
the ‘glow’ of the Olympic Torch Relay and seen a major strong economic worth.
It’s our job now to ensure we consolidate the success of this for all involved.”
There were a few reports from retail operators that business was down. Some
businesses commented that spectators lined the route for a significant time
before the relay and that they weren’t shopping as ‘they didn’t want to lose their
place’ and this may have affected this sector.
Branding
Due to the LOCOG branding restrictions a number of businesses reported being
frustrated as to what wasn’t allowed and the restrictions on businesses from
promoting themselves in connection with the Relay. Trading Standards Officers
were in attendance on the day and dealt with a couple of issues surrounding
advertising and ambush marketing, which were referred to LOCOG.
Liskeard
Olympic Torch Relay Evaluation Report
5
Community Satisfaction
To evaluate the level of satisfaction, community pride and local valuation of the
event the following methods were used:
•
Community Event Questionnaire (Appendix C)
•
Stakeholder Questionnaire (Appendix D)
Stakeholders (the lead contact in each community on route) were asked to give
their opinion on the following:
Answer Options
The Torch Relay was
beneficial to the
economy of my
community
The Torch Relay was
beneficial to the image
of my community
The Torch Relay was
beneficial to the
economy of Cornwall
The Torch Relay was
beneficial to the image
of Cornwall
The people who came to
the event were satisfied
with the experience.
The event has led to an
increase in community
pride.
Strongly
disagree
Disagree
Not
sure
Agree
Strongly
agree
-
-
16%
50%
33%
-
-
-
33%
66%
-
-
16%
33%
50%
-
-
-
33%
66%
-
-
-
16%
83%
-
-
33%
50%
16%
All events were well supported and there were a number of reports of stalls
selling out. 97% of the event organisers thought that people attending the event
thought that it was better than they were expecting!
Olympic Torch Relay Evaluation Report
6
Coordination and Management of the Event
In order to evaluate the effectiveness of the coordination and management of the
event the following methods were used:
•
Community Task Force Partnership Evaluation (Appendix E)
•
Event Debrief from CC/CDC Lead Contacts
•
Stakeholder Questionnaire to Community on Routes
•
Coordination Centre Debrief
•
Feedback from GOE and LOCOG
Community Task Force
As part of the agreement signed with LOCOG a Community Task Force (CTF) with
20 members representing different Cornwall Council Departments, Cornwall
Development Company and other key agencies was established as a virtual
project team to coordinate the event.
In order to assess the effectiveness of the CTF all members were asked to
complete a Survey based on the VicHealth Partnership Analysis Tool. The tool has
a checklist which defines the key features of a successful interdepartmental,
interagency or intersectoral partnership. The checklist is designed to provide
feedback on the current status of the partnership and to suggest areas that need
further support and work.
19 out of the 20 CTF members completed the survey. The results were as follows:
Partnership Success Factors
Score (Max 20)
Determining the need for the partnership
17.4
Choosing partners
15.3
Making sure partnerships work
15
Planning collaborative action
15.6
Implementing collaborative action
14.2
Minimising the barriers to partnerships
14.9
Reflecting on and continuing the partnerships
12.4
TOTAL
104.8
Scores of between 92 and 140 indicate that a partnership based on genuine
collaboration has been established and that the challenge is to maintain its
impetus and build on the current success.
Event Management Plan
A comprehensive Event Management Plan was developed and submitted to a
number of groups prior to the event for approval:
•
•
•
Community Task Force 16th April 2012
Cornwall Council Event Safety Advisory Group 19th April 2012
Government Olympic Executive 23rd April 2012
Olympic Torch Relay Evaluation Report
•
•
London Organising Committee for the Olympic and Paralympic Games 23rd
April 2012
Emergency Management Cornwall Torch Relay Working Group 30th April
Recommendations made by these groups were included within the final plan
provided to Head of Legal & ESAG Chair, on 10th May 2012 for corporate sign off.
The Event Management Plan included a separate Traffic Management Plan and 34
appendices including Lands End, Falmouth and Truro town and civic event plans.
The CTF were surveyed as to whether the advanced planning and production of
the Event Management Plan contributed to the success of the Olympic Torch
Relay:
•
•
22.22% Agreed
77.8% Strongly Agreed
Coordination Centre
43 people coordinated the event from the Coordination Centre in the Emergency
Bunker at New County Hall, Truro. They were supported by over 500 people on
the ground.
Coordination Centre, NCH Truro
A debrief was held on Monday 21st May with representatives from the
Coordination Centre (Minutes Appendix F). The key points raised at the debrief
were:
•
There were various issues with regards to LOCOG including photo opportunity
management, the media & local organisers not knowing which Torchbearer
was running which leg and the activation convoy getting too far ahead of the
flame.
Olympic Torch Relay Evaluation Report
•
There were last minute crowd surges and an additional call in closer to the
flame arrival time would have been beneficial (this was actioned in the
afternoon).
•
If there are planned helicopter landings the ground should be damped prior to
arrival to avoid dust clouds.
•
The use of Twitter was an extremely effective communication tool.
•
Staff (inc CNMs and CDC F&E Staff) need to be twitter enabled, trained and
literate.
•
Version Control of documents is extremely important.
•
Issue in Marazion where the local nursing home was advised to watch the
relay in a location where the flame was in convoy mode. Final of version of
route did not highlight the mode change and this was not picked up. It was
arranged for a Torchbearer to visit the home the same day and the residents
were very happy with the outcome.
•
ESAG need to consider the issue of Event Marshals including training and
identification as part of the Event Management PID roll out.
•
Coordination Centre worked well although there were issues with regards the
number of police present and the shifts that some staff did on the day.
•
ESAG need to consider that Duty Directors and Comms staff should be
appropriately experienced.
Event Debrief for Lead Contacts
The nominated Lead Contacts in each community were asked to complete a short
debrief questionnaire with the following questions:
•
•
•
•
•
From your perspective can you give a general overview of how the day went
in your nominated community e.g. did the community events go well, what
was the crowd mood like, did plans go as expected etc.
From your perspective of the role that you took in the event, what aspects of
the event did not go well. Highlight the key areas that could have been
improved.
From your own role perspective, what aspects of the event went well and
should be highlighted as good practice for future events? Highlight the key
areas that went well.
The most important thing I have learned in my role has been?
What would be your key recommendations for the future planning of such an
event?
The responses are summarised in Appendix G.
The key points were:
•
The celebrations were extremely successful and enjoyed by all attending.
•
Crowd estimations were difficult due to lack of experience and nature of
event.
•
There were issues with regards to traffic and the high crowd numbers but
nothing that affected the event and didn’t get resolved in the day.
•
The relationships between the Council and the local networks have been
strengthened.
•
The local police support was praised.
Olympic Torch Relay Evaluation Report
•
The planning was praised and also highlighted as one of the most important
things to have been learnt out of the process.
•
Recommendations for future events included longer planning times and being
clear about the roles and responsibilities of people involved.
Government Olympic Executive Feedback
Jack Hindley, UK Wide Operations, Government Olympic Executive
“From our perspective, in terms of co-ordinating reporting for the event Cornwall
were a very helpful and engaged partner, understood what we were looking for
by way of products quickly and what we were aiming to achieve and that you
were keen to play your part in supporting learning across later authorities on the
route. Whilst we have evolved and tweaked our processes this first local
engagement is very much a template to look back on and work through with
other authorities.”
Team South West Feedback
David Furston Chair, South West England Board for the 2012 Games
“Everyone in Cornwall pulled out all the stops to make the journey of the Olympic
Flame an epic occasion. The overwhelming response that first day proved that
there could have been no better place than South West England to start the Relay
and get the momentum going. I would like to congratulate Cornwall Council and
all those involved who worked so hard with the London Organising Committee to
ensure that the major celebrations were a huge success and that disruption was
kept to a minimum. Cornwall should be very proud of what they achieved; this
was a great advert for the county.”
Custom House Quay, Falmouth
Olympic Torch Relay Evaluation Report
Street Decoration
83% of communities on route agreed or strongly agreed that the street
decorations added to the celebrations.
Local Organisation
The communities on route were asked to reflect on their local contribution:
Answer Options
The time and effort
allocated by me and my
community justified the
outcome.
The budget allocated by
my community justified
the outcome.
Strongly
disagree
Disagree
Not
sure
Agree
Strongly
agree
-
-
16%
50%
33%
-
-
-
60%
40%
Olympic Torch Relay Evaluation Report
7
Visitors
To calculate the additionality effect (i.e. number of visitors that specifically came
to Cornwall to see/engage in the Torch Relay) the following methods were used:
•
Accommodation Provider Feedback
•
LOCOG accommodation bookings
•
Media accommodation bookings
Accommodation Providers
The local hotel, catering and tourism associations and local Tourist Information
Centres were emailed in February 2012 and the beginning of May 2012 and asked
to provide feedback with regards to torch related bookings. The number of
responses was poor and generally reported on both occasions were that bookings
were as normal and that the relay was not having an affect. Providers in West
Cornwall did report media bookings.
Due to limited resources it has not been possible to survey individual
accommodation providers to compare bookings to the same week the previous
year therefore we are unable to report the full direct impact.
LOCOG accommodation bookings
The convoy and the associated 350 personnel arrived in Cornwall three days
before the start of the relay. This equates to 1050 additional bed spaces.
Media accommodation bookings
There were over 240 journalists present at Land’s End on the 19th May. Whilst
most only spent one night in Cornwall there were a number that chose to extend
their stay either before or after the relay. It is therefore realistic to assume this
equates to 300 additional bed spaces.
Tamar Bridge
Olympic Torch Relay Evaluation Report
8
Digital Marketing
The arrival and day one of the Olympic Torch Relay presented a unique
opportunity to promote Cornwall as a prime tourism destination by using digital
media resources (VisitCornwall & Cornwall Council’s websites and social media
channels) as the primary drivers.
The VisitCornwall website hosted three dedicated pages, the main events page
was published under the What’s on section to promote the Torch Relay through
Cornwall on 19 May, an additional page providing Latest news updates linked to
the Home page of the website and also an information page about the Route,
Timetable and Road Closures with a link to the Cornwall Council webpage. The
blogging site www.ilovecornwall.com also replicated information about the Torch
Relay event.
The VisitCornwall Digital Marketing Team created a customised Google Map that
was embedded on the Route page and linked to the full Google map with Streetview
capability
http://goo.gl/maps/jIW5
and
direct
links
back
to
www.visitcornwall.com. The map used the LOCOG routes in KLM format and
provided details and photographs of locations, route timetable showing the arrival
times at each location, names of torchbearers for each section of the relay and a
list of local community events and parking arrangements. Using the VisitCornwall
website for the map was designed to attract additional traffic to the site.
To promote the event and drive traffic to the website the social media channel
Twitter was deployed and the team created a unique # tag for the event
#DayOne2012 that was promoted across partner and media organisations. By
using this local #DayOne2012 tag partners were able to follow relevant tweets
and this became very useful during the Torch Relay events.
Olympic Torch Relay Evaluation Report
www.visitcornwall.com
Events page
9,625 pageviews
Route/Map page
11,090 pageviews
Latest news page
3,446 pageviews
Get Inspired page
1,088 pageviews
www.ilovecornwall.com
Events pages
1,547 pageviews
Total
28,014 pageviews
Between 14 May and 22 May there was an increase of 13,026 additional visits
(11,647 unique visits) to the Visit Cornwall website based on the same week in
2011.
Google Map
Total
79,074
Twitter
Using the main VisitCornwall Twitter account @IloveCornwallUK regular tweets
were posted during the build-up for the event, providing links to the website
pages, including the route map. Throughout the 19 May frequent posts were
made from 6:45am until 8:00pm updating progress on the Torch Relay across the
county and where relevant re-tweeting posts from Cornwall Council, event
partners and media organisations. Throughout the social media campaign the
#DayOne2012 tag was mentioned 2005 times (peaking at 981 times on 19 May)
and generated significant website traffic as shown above. The use of Twitter for
the event also attracted approximately 100 additional account followers.
Olympic Torch Relay Evaluation Report
9
Legacy
To estimate the legacy of the event on participation in sport and physical activity
the following methods were undertaken:
•
Get Set Network participation
•
Community Event Questionnaire
•
Community Task Force Member Feedback
Get Set Network
Get Set is the official London 2012 education programme for schools and colleges
across the UK. It provides free learning resources for 3-19 year olds to find out
more about the Games and explore the Olympic Values of excellence, friendship
and respect.
164 Schools in Cornwall are involved in the Get Set Network.
Future Events
None of the community celebration events surveyed were events that were
moved to coincide with the relay however, 47% of the events are likely to be run
again examples are:
•
The St Austell Town Council were so delighted with the response from the
public that a schedule of events is now being drawn up for the next 12 months
that will include all the community.
•
Several clubs have asked that Passport to Sport is staged again. The Saltash
Town Council is considering running it next year, perhaps on July 27th to
mark the one-year anniversary of the Opening Ceremony of the Olympics
•
The Celebration of Sport parade is an adaption of City of Lights that takes
place every year in Truro it was great to work with new groups and involve
them. Although City of Lights runs every year it has meant that we have built
up a new list of contacts for future events such as Be Active Truro and we
hope to work with these sports groups, cubs and Beavers etc in the near
future.
•
A future event is being planned where requests for photographs, videos and
memories of the day are to be made, collated and then shown at an exhibition
in the Trewoon Village Hall.
•
We are always running events in Falmouth so best practice will be taken from
this to develop future one off an annual events.
Inspire a Generation
The slogan for the London Olympics is 'Inspire a Generation'. The Torch Relay
running through Saltash has actually inspired two generations to get active! Here
is an e-mail the Saltash Town Council received from a member of the public:
“Saltash Celebrates and indeed it did! What an absolute fantastic day Saturday
was, a big thank you to you all for putting all the arrangements in place. My
family had a great day, especially being able to try sports that perhaps we
wouldn't have done before. Come September the Rugby Club will have new
members in my two boys and the Bowls Club are enlisting my mum. Everyone I
have spoken to had a wonderful time.”
Olympic Torch Relay Evaluation Report
Volunteers
The recruitment and retention of volunteers for community organisations is
always a challenge. However, positive volunteering experiences can result in
future involvement in similar activities. Communities on route were asked to
judge whether or not being involved in the Torch Relay had identified new people
to get involved in Community Events.
Answer Options
The event has led to an
increase in the number
of people willing to get
involved in community
events.
Strongly
disagree
Disagree
Not
sure
Agree
Strongly
agree
-
16%
33%
33%
16%
Kernocopia
Kernocopia has to date been a great success in terms of artistic content,
participant experience, audience experience, and for the participating artists,
their creative and professional development opportunities. Its great success has
ultimately been bringing the sporting, heritage, arts and cultural communities
together to mark London 2012 in creative, collaborative and lasting ways.
Kernocopia
To date it is estimated that the project reached more than people 1,000 as
audiences, 200 participants, with 884 visitors to the website and 200 following
the social media campaign.
Olympic Torch Relay Evaluation Report
Up to 100 people participated in the designing the project including artists,
musicians, filmmakers, performers, dancers, poets and writers, designers and a
large number of representatives from sport, art, heritage and cultural sector.
Kernocopia will leave a legacy in terms of creative educational resources,
museum development, interpretation, skills development, and artistic
development.
Feedback from the Audience Questionnaire has been that the show was original,
enjoyable and high quality. People particularly liked the humour, design,
relevance, audience involvement, the balance of education, entertainment and
enlightenment. 100% of respondents said it was a good idea to use arts to
celebrate Cornish Sport and 50% said it helped connect them to London 2012,
100% of respondents said it made them feel proud of their heritage and 100%
said they learnt something new about the sporting heritage, it encouraged 50%
of respondents to attend the theatre, as a result of seeing the show.
Cornwall Sports Partnership
The communities on the route of the Olympic Torch were inspired to celebrate the
visit of the torch to their communities in their own unique way. Thirteen of the
communities chose to celebrate the visit of the Torch with a celebration of sport
and activity which provided a great on the day link between the Olympics and
local sport. Cornwall Sports Partnership are now working with those who want to
extend the link into a legacy of participation.
Launch of the 2012 County School Games – Newquay Tretherras School
On the day the Torch visited Newquay Tretherras School for its lunchtime stop.
The school played host to a junior triathlon in the morning, while the adjacent
Olympic Torch Relay Evaluation Report
leisure centre ran a successful family fun day of come and try activities and over
400 people welcomed the Torch to the school. The opportunity of the Torch’s visit
was taken to launch the 2012 County School Games which will bring over 3,000
young people to Newquay schools and other locations around the county on
Friday 22nd June.
The inspiration of the Torch and Torchbearers should not be underestimated.
Torch bearer Mark Stevens visited the Cornwall Beach Games – the friendly
games for workplaces – and he was in demand for photographs with the teams
and individuals, throughout the day. He and many of the other torchbearers are
in demand to attend events and schools across the county.
Cornwall Sports Partnership continues to deliver its nationally funded legacy
programme getting more people into the sport and exercise habit, bringing more
funds to the county and developing the workforce that makes sport happen.
Marshals
Communities on route were asked in what ways they thought Cornwall Council
could assist with the access to volunteer and trained marshals. A few of the
comments were:
•
•
•
•
•
•
The enthusiasm generated by the Torch Relay encouraged a range of people
who have not previously volunteered to participate. In the long term Cornwall
should organise volunteer training sessions etc. to build on this, but in the
short term how about Cornwall Council produces a pin badge for volunteers at
the Torch Relay? (Pin badges are BIG at Olympics.) Giving those people who
DID volunteer a chance to own a unique badge will encourage them to
volunteer again in the future. It'd be a good way of saying 'thank you'
Need to recruit volunteers and get them trained at an earlier time so as they
"buy into" the event and turn up on the day
Encourage staff to volunteer, offer training to Lions Clubs, Rotary, Sports
Clubs etc
Contact local organisations who provide these people for their own events and
keep a database
Train marshals and make them available for communities who have none but
need them
More use of paid marshals rather than relying on volunteers to avoid
uncertainty about numbers and no-shows on the day
Olympic Torch Relay Evaluation Report
10
Budget
Expenditure
CDC Coordination Costs (inc Evaluation)
Marketing
Actual
£28,634
£197
F&E Additional support
£5,226
Media Management
£5,000
Traffic Management costs including closures, barriers, signage,
parking restrictions
£28,000
Stewarding Culdrose
£1,000
Stewarding Land’s End
£5,868
Stewarding Custom House Quay
£96
Stewarding Grove Place Car Park
£441
Stewarding Civic Event
£113
Marshals for Saltash & Newquay
£650
Waste Management
Toilets
First Aid
Additional Public Transport
£3,980
£400
£1,925
£380
Events & Paraphernalia
£16,880
Cultural Olympiad
£15,000
Screen for Heartlands
£2,995
Travel & Expenses
£1,493
Emergency Centre Catering
£563
Loggist
£159
Media Evaluation
£1,500
Contingency
£9,865
Total (not including Contingency)
Income
£120,500
Actual
Leaders Contingency Budget
£80,365
CDC Budget
£50,000
Note: This does not include the cost of providing Cornwall Council Car Parks free
of Charge on May 19th – this is estimated to have cost £47,000.
Olympic Torch Relay Evaluation Report
Community Task Force Members
Portfolio Holder for the Economy & Regeneration
VisitCornwall
Festival & Events
Devon & Cornwall Constabulary
Highways
Localism
Media Relations
Emergency Management
Waste Management
Health, Safety & Wellbeing
Licensing
Cornwall Sports Partnership
Culture
Schools
Cornwall Fire & Rescue Service
Primary Care Trust
Team South West
BBC Radio Cornwall
BBC South West
Olympic Torch Relay Evaluation Report
Supporting Partners
The following key groups and organisations were involved in the delivery of the
Torch Relay in Cornwall:
Cornwall Council
Cornwall Development Company
Devon and Cornwall Constabulary
Community Network Managers
Town & Parish Council’s
Town Managers
BIDs
Land’s End
Eden
St Michaels Mount
Tamar Bridge
Newquay Tretherras School
Local Event Organisers
SWAST & St John Ambulance
Excess Energy & Louise Midgley Communications
National Maritime Museum Cornwall
Team SW
LOCOG
CORMAC
Cory Environmental
Truro TIC
Plus numerous volunteers without whom this event could not have taken place
Olympic Torch Relay Evaluation Report