Liverpool Major Events Programme: World Gymnastics Championship

Liverpool has cemented its reputation as a world-class cultural and sporting destination since its tenure as European Capital of Culture in 2008. The World Gymnastics Championships in 2022 was a prime example of Liverpool’s capacity to host globally significant events. As part of Liverpool’s Major Events Programme, M·E·L Research conducted a comprehensive impact evaluation, combining primary research with secondary data sources to deliver a robust analysis of the event’s economic and social impact, as well as the experiences of fans, volunteers, athletes, sponsors, and stakeholders.

Evaluation Scope

M·E·L Research’s work encompassed both the process and impact evaluation, including an assessment of the economic impact of the Championships on Liverpool and an evaluation of experiences from various perspectives, including:

Fans: Visitor experience and spending patterns.
Volunteers: Satisfaction, roles, and perceived value of their contributions.
Athletes and Delegations: Feedback on event logistics, facilities, and support services.
Sponsors and Stakeholders: Insights into their experiences and the event’s alignment with their objectives.

Methodology

The evaluation involved the integration of multiple data streams:

Quantitative and Qualitative Surveys: Targeting attendees, volunteers, and event delegations.
Stakeholder Data: Insights from the International Gymnastics Federation (FIG), British Gymnastics, and the Safe Sport Symposium.
Secondary Data Sources: Media reports, monitoring information, and social media mentions.
On-Site Observations: Real time feedback during the event.

Key Findings

Fan and Visitor Experience

Economic Impact: Visitors contributed significantly to the local economy through accommodation, dining, and leisure spending, with economic modelling highlighting a positive net effect.
Engagement: Fan zones, themed corridors, and accessible venues created an immersive experience, enhancing satisfaction and return likelihood.
Inclusivity: Efforts to provide accessible facilities and diverse programming were noted by attendees, particularly those with disabilities or families.

Volunteer Contribution

Volunteers played a pivotal role in event delivery. Their training, roles, and support structures were tailored to enhance both their experience and the event’s operations. Volunteer satisfaction rates were high, with many indicating a willingness to participate in future events.

Athlete and Delegation Experience

Athlete-Centric Innovations: The setup prioritised athletes’ comfort and performance, from proximity of warm-up halls to the field of play to the innovative “Kiss & Cry” area, which captured emotions while maintaining delegation integration.
Support Services: Medical teams and facilities were praised for their efficiency and responsiveness.
Facilities and Preparation: Feedback influenced adjustments during the event, such as addressing initial issues with equipment in the warm-up areas, demonstrating an agile response from the Local Organising Committee (LOC).

Stakeholder Perspectives

Sponsors highlighted the alignment of the event with their branding and objectives, and stakeholders commended the Championships for advancing the city’s reputation.

Reporting Outputs

M·E·L Research’s final report exemplified a holistic approach:

Integration of Secondary Data: Insights from FIG, British Gymnastics, and media outlets enriched the narrative.
Stakeholder Feedback: Perspectives from sponsors, volunteers, and delegations were synthesised to provide actionable insights.
Comprehensive Economic Analysis: The report linked visitor spending patterns to Liverpool’s broader economic impact, showcasing the event’s value as part of the city’s Major Events Programme.

Impact and Future Learnings

The Championships demonstrated the value of integrating fan and volunteer feedback with athlete-centric innovations and stakeholder perspectives. Liverpool City Council praised the report’s depth and utility, with its findings forming a blueprint for future event planning. Media reports, including coverage by the BBC, amplified the findings from M·E·L Research’s evaluation, underscoring the broader recognition of the event’s success.

Testimonial:
“The team worked with the World Gymnastics Championships to deliver the economic and social impact report – the team went above and beyond to complete this report against our extensive KPIs. Thank you.” – Head of Major Events, Liverpool City Council