Impacts of the Tour in Calderdale - Economic and Social Impacts The Tour de France 2014
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Economic and Social Impacts
The Tour de France 2014
Impacts of
Photo: West Yorkshire Police
the Tour in
Calderdale
IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Contents
1. Introduction: an occasion like no other 5
2. Staging the event: work of the council and partners 7
3. Our communities: inspired and involved 13
4. Spectators: they watched in their millions 17
5. From the investment: the economic boost 21
6. A sport for all: the cycling legacy 33
7. Long-term legacy: welcoming the world 37
9. Appendix: Methodology 41
Photo: Leeds City Council
2 3
IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Introduction:
an occasion like no other
In July 2014, the eyes of the world were on Yorkshire, Cambridge, Essex and London as
they staged the first three stages of the 2014 Tour de France. The Tour is the largest annual
global sporting event, and the oldest and most iconic cycle race in the world.
An overall report (Three Inspirational days)1 sets out the hosting an event made to the economy. However,
findings of a comprehensive research programme to due to the size, scale and uniqueness of the event
assess the economic and social impact of staging we have also considered a broad range of other
the Yorkshire Grand Départ and the Cambridge to information and research.
London third stage of the 2014 Tour. The impacts
were analysed using a nationally recognised and An independent research agency, SPA Future
accepted methodology (eventIMPACTS). Thinking, was commissioned to carry out the primary
research, which included four surveys:
Calderdale hosted a large section of the second • A face to face survey of over 4,000 spectators
stage of the Yorkshire Grand Départ. This report during the event and a follow up three months
analyses the local impacts of the Tour de France later;
coming to the district. It sets out the impacts on • A survey of over 700 businesses across the 3 UK
the local economy, together with perceptions from Stages immediately following the event with a
local residents and businesses. It also examines the follow-up three months afterwards;
views of visitors who came to the area for the event. • A survey of 2,200 volunteer Tour Makers;
The report includes local photos, case studies and • A survey of a nationally representative sample of
maps. the UK adult (over the age of 16) population.
Methodology In addition, local surveys and interviews were
The study was guided by the nationally recognised, undertaken by Calderdale council to further
industry standard methodology - eventIMPACTS. understand the impact on local residents and
This isolates the ‘additionality’, i.e. the difference, that businesses.
1 http://www.leeds.gov.uk/docs/141203%20THREE%20
A more detailed description of the methodology
INSPIRATIONAL%20DAYS%20FULL%20FINAL.PDF
can be found in the Appendix.
Photo: Calderdale Council
-
Photo: www.swpix.com, Welcome to Yorkshire
4 5
IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Staging the event:
work of the council and partners
A huge amount of preparation went into bidding for, planning and successfully delivering
the event. This involved a large number of organisations, who united to deliver the world’s
biggest annual sporting event. As well as staging the race partners worked to maximise
the benefits by having a programme of activity to engage business and residents.
Bidding for the Grand Départ The Calderdale section of the route included two
Early in 2012, a campaign began to bring the King of the Mountains rated hills at Ripponden and
Grand Départ to Yorkshire. A formal bid to host the Greetland. It also included Cragg Vale, regarded as
event was submitted to the ASO (the owners of the the longest continuous climb in the UK.
Tour de France) by Welcome to Yorkshire (the official
destination management organisation for Yorkshire)
in March 2012, supported by a number of local Stage 2 route
authorities.
Over the summer of 2012, public awareness grew,
and a nine month campaign to show the scale of
support to ‘Back Le Bid’ was built. More than 170,000
people gave their support, including the President of
France, Francois Hollande. Alongside the official bid,
Welcome to Yorkshire implemented a fully integrated
marketing campaign and engaged with members
of the public and businesses across all sectors of the
economy.
In December 2012, ASO announced their decision
to hold three Stages in the UK and details of the
routes were announced in January 2013 at the
‘La Nuit du Tour’, a celebratory evening of bands,
children’s choirs and fireworks which set the tone for
the 18 months ahead.
Calderdale was selected to be part of the Stage
2 route taking place on Sunday 6th July. The
agreed route entered the local authority area from
Oxenhope Moor. It then travelled through Hebden
Bridge, Mytholmroyd, Ripponden and Greetland,
before heading on to Huddersfield.
Photo: www.swpix.com, Welcome to Yorkshire
6 7IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
The hard work begins volunteers more than living up to the ‘happy to help’ Business engagement
Once the bid was won a unique partnership came message displayed on their uniforms. They were key Organisations worked hard to inspire and inform the The People’s Tour
together to plan for and deliver the event: to creating the fun, relaxed atmosphere that made business community. Work began in 2013 with Grand
the Tour so enjoyable. Départ roadshows run by Welcome to Yorkshire for
• ASO (Amaury Sports Organisation) – commercial visitor economy businesses across Yorkshire. These
body, owners of the Tour de France; attracted hundreds of participants and led to a
• Welcome to Yorkshire – main contract holder; rolling programme of workshops organised by local
• Local authorities including Calderdale Council – authorities, Welcome to Yorkshire and the Local
event organisers within their own boundaries; and
The People’s Tour Enterprise Partnerships.
• UK Sport – Government sports agency providing
route for £10m funding, assurance of programme A toolkit for businesses was produced and more
and event support. than 100,000 were distributed across Yorkshire in the
year before the event. There was a clear message
The Government set up TdFHUB2014 Ltd, a not- to the business community: that they should prepare
for-profit organisation to co-ordinate planning and well in advance and plan how best to benefit from
delivery of Stages 1 and 2 of the Tour in Yorkshire the opportunities presented.
and to work with Transport for London on Stage 3
from Cambridge to the capital. It brought all of the Working with the government’s export and
key delivery partners together and managed the international trade body UK Trade and Investment
£10m Government contribution to staging a safe (UKTI), Welcome to Yorkshire, Marketing Sheffield
and secure event. Work was organised around a and Leeds and Partners, the Yorkshire Grand Départ
number of themes: International Business Festival was organised for the
week before the event. Vijay Dayalji (Tour Maker),
• Venue and route operations
“I’d have paid to do it. If I can make one person’s
• Safety and security This was the first time a business festival had been
day better - because I show a child where the toilets
• Transport and highways organised in conjunction with the Tour, and more are or whatever it is - I’ll be happy, because I’ll be
• Communications than 2,000 participants from 25 different countries part of the legacy of cycling in Yorkshire.”
• Finance and procurement Hebden Bridge Visitor were welcomed.
• Coordinating local authority delivery Centre,
In total, 25 events were held that explored the
The key to successful delivery and the feel good To help French visitors, A-level students from the local heritage and strength of the Yorkshire economy
high school gave the staff at Hebden Bridge Visitor Celebrating the Grand Départ through
factor was the integration of services across in fields as diverse as sports science, advanced
geographic areas so that it felt like one event over all Centre French lessons in return for work experience. manufacturing, textiles and health informatics. A culture
The centre attracted large numbers of people
three days, with services (public and private) working new business network for collaboration with China
before, during and after the race, with the window Welcome to Yorkshire announced the first Yorkshire
seamlessly together. was launched, a game jam competition saw
dressed with a large yellow bike and exhibiting the Festival, sponsored by Yorkshire Water and the Arts
work of two local artists. regional talent seeking to create new products
As part of the planning Asda worked with Welcome themed around cycling and the importance of Council. This festival of events ran for the 100 days
to Yorkshire and TdFHUB2014 Ltd to recruit and train The centre saw a significant increase in sales of Yorkshire in the bio-economy was highlighted at an leading up to the Grand Départ - from 27 March
a volunteer army of 8,000 Tour Makers. Tour Makers cycling and Tour de France themed merchandise international conference in York. to 4 July. It was designed to showcase the region’s
roles ranged from welcoming international visitors, over the weekend. finest creative talents on a national and international
to supporting the emergency services and being a stage, with a full programme of music, dance,
In a Hebden Bridge visitor survey, 100% of visitors theatre, film, art and sculpture. This was also the first
friendly and reassuring face at the event. said ‘yes’ when asked if they thought they would visit cultural festival to be held alongside the Tour.
the area again for a holiday or day trip.
The programme was very successful with the
8 9IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
100 days to go . . . The week before
The 100 day countdown was marked at Welcome As the race days approached, Calderdale and
to Yorkshire’s Y14 conference in March 2014, where Yorkshire more widely, buzzed with activity. There
the first official Grand Départ anthem was launched. were pop-up Grand Départ shops opened in city
That evening, guests attended the 100 Days dinner and town centres, the Tour caravan vehicles began
at Ripon Cathedral where they were given a preview to assemble, and hotels filled with Tour guests.
of Yorkshire Festival highlights including poetry and
community cinema. A successful opening ceremony to present the
teams and riders, hosted at the First Direct Leeds
The festival attracted over 800,000 people to 1,400 Arena, gave all involved a flavour of the Tour frenzy.
performances in the 100 days running up to the The streets were packed as the riders parade
Grand Départ. Highlights included: travelled from the University of Leeds to the Arena.
In the Arena the official Tour song was performed,
• The Grand Départs - A team of Calderdale’s most and the dancers of the Ghost Peloton performed.
determined cyclists pulled a grand piano on a Singers Alistair Griffin and Kimberley Walsh appeared
PianoPorté up Cragg Vale; and Yorkshire band Embrace closed the show to
• The Ghost Peloton - a riding team of 50 road deafening applause. At the same time, 600 bell
racers, stunt cyclists and large-scale projection of ringers in 60 churches across Yorkshire rang their bells
dancers all wearing remote-controlled light suits to in celebration, welcoming the world to Yorkshire.
produce a stunning live choreography; and
• Bicycle with Barefoot - Annapurna Indian Dance
Photo: Calderdale Council
took place with the Hebden Bridge Arts and Halifax
Festivals.
Towns and cities along the route, including those in
Calderdale, began to focus on dressing the streets,
shop windows, transport hubs and public buildings
to make them as welcoming as possible, and to
encourage people to think about what they would be
doing over the days of the Tour. As July approached,
many hundreds of posters, bunting and flags had
been distributed and used by businesses. The
themes of the Tour’s shirt colours – yellow, green and
-
white with red polka dots – become ubiquitous as
the host regions were dressed for the show.
Photo: Leeds City Council
10 11 11IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Our communities:
inspired and involved
The ethos of the Tour de France is that it is a race that all can enjoy, from those who have
cycled hours in advance to stand on the peaks of steep climbs to watch their cycling
heroes, to those on deck chairs having a picnic in front of their house.
The people of Yorkshire, including Calderdale were
captured by the romance of the Tour and got The People’s Tour
involved in ways that nobody could have predicted.
Community pride was reflected in the artwork that Rhythm in the Riding
adorned the route, from knitted bunting to polka dot
painted cafés, homemade sculptures to huge land “This project has been an excellent example
art. Communities worked together to welcome the of collaborative working between two Council
riders. services: The Discover Museums and Libraries
Service, and the Calderdale Music Service. Since
This section allows people to tell their Tour story in their March 2014 350 pupils, from 13 Calderdale primary
own words. schools, have been working with three acclaimed
artists in an exciting Tour de France themed Song
Cycle: Rhythm in the Riding. The pupils wrote
Support for the Tour the lyrics and music for their own school songs
The survey shows that there was clear and celebrating Calderdale and the Tour de France.
overwhelmingly positive support from local Rhythm in the Ridings culminated in a Flash-mob
Calderdale residents for the event as 91% of and performance at the Halifax Food and Drink
residents who watched the stage in the district Festival on the 21st June 2014. There has been
strongly agreed that the event had been good for widespread media interest in this project and the
the local area, compared to 92% of local residents pupils are to produce a CD in the autumn term.”
across Yorkshire for the first two stages.
Positively, when Calderdale’s wider Citizens Panel
was surveyed about the Tour, 78% of local residents
said they were supportive about the event coming
to the district. This was all residents, not those who
necessarily watched the event.
“Cragg Vale is up next for the
Figure 1: Hosting the Tour de France has been good for
peloton. It boasts the longest
the local area continuous hill in England, and
locals have broken the world
record for the longest stretch of
bunting just for the Tour.”
91% 92%
Calderdale Yorkshire
residents residents
12 Photo: Calderdale Council 13IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
The People’s Tour Mark Casci @MarkCasci
The People’s Tour The People’s Tour
Take a bow Yorkshire: The
big day when we exceeded
all expectations #tdfyorks
“Ripponden Roared. They came
up Cragg Vale, they tore through
Ripponden, they ripped-up
Ripponden Bank and Ripponden
roared - it really came alive!”
Andrew Edwards Presenter, BBC Radio Leeds
Marie Curie Cancer Care
(Official Charity Partner of the
Yorkshire Grand Départ) Sporting Memories @SportsMenNet
Marie Curie organised 300 Grand Départ events in In 12 years of Le Tour I’ve St John’s CE Primary Academy,
Yorkshire in the month leading up to, and including
the Tour, including: cake sales, loom band sales, never seen anything like it Clifton.
cycling challenges, having two vehicles in the
Tour publicity caravan and a charity bike ride from
St John’s CE Primary Academy arranged ‘The Tour Woodhouse Primary School
de Clifton’ where every child took part in a cycle
London to Paris. ride on the road (which was closed for two hours) Woodhouse Primary School organised several
through the village followed by a picnic in the Tour de France themed events, including a T-shirt
On the day of the race, a team of 14 amateur riders,
park. logo design competition, design a flag, ECLC Tour
each raising enough money to fund a Marie Curie
de Calderdale and Beyond, Cycling miles on an
nurse for a year, cycled the Stage 1 route before the “The children felt fully involved in the Tour de France exercise bike and Song Cycle.
professionals in what was termed the ‘Power Peloton’. Richie Porte @TeamSky – the vast majority of children were taken to watch
In total (monies still being finalised) it is estimated that The crowds were just massive. it at various venues on the Sunday. The children “The children and staff loved the activities and
now have a love of cycling (many learnt specifically events and the buzz around school was very
more than £500,000 will have been raised for Marie It’s like nothing I have ever seen for the event) and therefore a healthy activity they evident. Many children thought that after they
Curie from activities directly around Le Tour.
anywhere before. #tdfyorks #tdf can enjoy. It brought the whole community of the had seen the staff from schools cycling they had
This will fund 25,000 nursing hours for people with all school, parents, governors, villagers and local seen the actual Tour de France! Many children
terminal illnesses, allowing nurses to provide patients authority together in a focused event, with a real are now enthusiastic about cycling and all the
and their families with free hands-on care and feeling of celebration. Children will now ALWAYS children that went to watch the Tour were bursting
emotional support in their own homes. remember the tour de France and the Tour de with excitement and desperate to talk about it on
Clifton and riding down the closed road.” the Monday after.”
14 15IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Spectators:
they watched in their millions
Estimating the number of people who watched is challenging at an event like the Tour
de France because of its scale and because nobody needs to buy a ticket. Anyone
can enjoy the spectacle from the side of the road.
While crowds were monitored during the three days numbers at each type of area and type of
of racing to make sure that people remained safe, viewing point - statistical techniques were used to
a further piece of work was done to estimate how do this; and
many spectators lined the route across the three • estimates were then sense checked by the
days. project team using local knowledge and other
crowd estimates;
Understanding these figures is important to
understanding the scale and reach of the event This allowed the team to reach an overall number
and because it provides the basis for calculating the of spectators for each stage of the race. For the
economic and social impacts. If crowd numbers are eventIMPACTS methodology it is also important to
over or underestimated, so are the corresponding understand how many people viewed the race
impacts. from more than one location, or who viewed more
than one stage. The spectator survey was used to
Measuring spectator numbers make this estimation.
A crowd count for an event like this over such a wide
area can only ever be an informed estimate but the Finally a further cross-check was to compare the
methodology allowed an educated assessment findings to those of the National Omnibus Survey,
of numbers to be made in several ways. These which asked people whether they watched the
numbers were put together to give a full picture race in person.
over each route and then sense checked with local
knowledge and national data to make sure they Estimated crowd numbers
broadly matched. This combined research told us that over the two
days 3.3 million people lined the route in Yorkshire.
The principal method used to identify the total crowd Of the 3.3 million people, 1million people watched
size was through analysis and categorisation of the from more than one location within one stage, or
route. To do this the television footage for the three watched more than one stage, so the total number
days was analysed. This allowed us to look at the of ‘unique’ spectators in Yorkshire was 2.3 million
entirety of the route – so that we counted not only people.
crowds at the busiest parts but also where there
were fewer or no people watching. To do this: The estimates showed that approximately 340,000
spectators surrounded the route in Calderdale, of
• the route was divided into units of 0.5 km; which 290,000 were unique spectators within the
• these sections were categorised by the types of district.
area and type of viewing point (for example, at
King of the Mountains sections); While there is a margin of error, this represents
• using the television footage the crowd was as good an estimation of crowd numbers as it is
counted at a sample of these sections; reasonable to make.
• these crowd counts were used to estimate the
Photo: www.swpix.com, Welcome to Yorkshire
16 17IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Figure 2: Estimated total spectators Figure 3: Unique spectators by area Awareness of the event Between December 2012 and September 2014,
According to the National Omnibus Survey, 90% of the site received over 5 million visits, including over
Total unique
spectators 2.3m Total unique
spectators 0.29m the sample (the equivalent of 48 million people) 3 million unique visits. There were almost 18 million
3.3m 2.3m was aware that the first three days of the Tour de pages viewed.
3% 2% France taking were taking place in the UK. Publicity
Live Live
overseas overseas was seen by 30% of people (the equivalent of 14.6 During the week of the Tour, traffic peaked with
million people) in the weeks leading to the event. almost eight million page views and almost two
million visits. These originated from around the
The race was watched on television, or on another world, predominantly from the UK as well as the
0.34m 0.29m 40% 42% 46% device, by the equivalent of 18.6 million adults and, USA, France, Australia and Germany. The website
Live in rest
of UK
57% Live in rest
of UK
Live in
Calderdale as noted earlier, 3.1 million said that they watched received thousands of referrals from sites such as the
Live in
Yorkshire the race pass in person. Viewing figures were higher BBC, Facebook and Twitter.
10% in the areas that hosted the Tour, with one in four
Live elsewhere of the 93% of Yorkshire and Humberside residents The Twitter feed had 55,000 followers, and grew
in Yorkshire at around 2,000 new followers a week. During the
aware of the race.
Yorkshire Calderdale Tour de France Grand Départ weekend, the terms
Yorkshire Calderdale
Yorkshire, Yorkshire Grand Départ and #letouryorkshire
An average of one million viewers watched ITV’s
all trended on Twitter. The combined reach of @
Total estimated crowds main coverage of day one, with a peak of 2.8
letouryorkshire tweets during the weekend was 23.2
million viewers, while 900,000 more tuned into ITV4.
Unique spectators - adjusted by million accounts.
Sunday’s York to Sheffield Stage averaged 1.2million
multiple viewings and stages viewers on ITV and a further 516,000 on ITV4.
According to BARB data the final kilometres of Stage Figure 4: Total volume of coverage, print and online
Spectator profile 2 was watched by a peak of 4 million viewers. Source: local monitoring data
TThe attendee survey asked people where they lived, which shows that interest in the Tour spanned several
as well as a number of demographic questions. age groups. The majority of attendees were white
The first of these is important for understanding the and able-bodied, with a smaller proportion of BME Following the Tour online 4000
and disabled spectators than the UK overall, when There was a huge online following of the event over
economic impact as it is important to understand 3500
compared to data from the Office of National race days and in the period before.
the proportion of people who were local residents
Number of articles
3000
or visitors to the area. It is also important to establish Statistics, although a significant numbers of people
from these groups did attend. The ‘letouryorkshire’ website, hosted by Welcome to 2500
those who did not come out specifically to see
Yorkshire, was created in December 2012 as the 2000
the race, those who were just passing by – ‘casual
The majority of spectators saw themselves as keen main portal and ‘single source of truth’ on the Tour
spectators’. 1500
cyclists (defined as those who cycle at least once de France. As well as the latest news on the riders
1000
a week), with less than 30% saying that they did not and teams the website was used by all partners
Results show that large numbers of visitors travelled 500
cycle at all. These proportions were relatively similar who shared information to be uploaded to help
to watch the event from elsewhere in the UK, as well 0
across the three stages. This compares to almost two spectators plan their day and know what to expect.
as from overseas. Approximately 160,000 spectators
4
4
4
4
‘14
‘1
‘1
‘1
‘1
For example, local authorities collated advice on
ne
ne
ne
ly
ly
travelled from outside Calderdale to watch the thirds of the UK population overall who never cycle.
Ju
Ju
Ju
Ju
Ju
how people with disabilities could access the race
14
7
14
21
28
race, including large numbers from outside the UK. A greater proportion of visitors from outside the host
regions and particularly from overseas were keen and METRO (West Yorkshire Passenger Transport
These are the numbers on which the visitor spending
cyclists than local residents, showing that cyclists Executive) developed an online travel planning
component of the economic impact calculations
were more likely to make the trip than non-cyclists. system that gave people live travel advice and
are based.
regions and particularly from overseas were keen showed all of the key race points, spectator viewing
cyclists than local residents, showing that cyclists points and road closures.
In terms of the demographic profile of spectators,
most people were aged between 25 and 65, were more likely to make the trip than non-cyclists.
18 19IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
From the investment:
the economic boost
This section sets out the economic impact of staging the event in Calderdale. This
aspect is arguably the most complex to calculate, but receives much of the focus as it is
considered to be key to judging the success of the event.
This assessment is made at a point in time, having Different host economies
looked only at the period just before, during and Using the eventIMPACTS methodology, the process
after the race. Many of the economic benefits are of calculating economic impact involves quantifying
likely to continue to be realised for years to come, the expenditure of people from outside the ‘host
but these are harder to monitor and will need further economy’ (essentially any defined geographical
research in the future. area) who are visiting the area specifically for the
event. The net expenditure of event organisers within
Measuring economic impact the respective host economies is also included.
The eventIMPACTS methodology has been used to
calculate the direct economic impact and their Therefore, to calculate economic impact the host
guidance defines the economic impacts of an economies needed to be defined for the purposes
event as “Additional expenditure generated within a of measuring additional expenditure flowing into
defined area, as a direct consequence of staging them. For this study, the host economies were
the event”. defined as follows:
• The UK overall – new money coming into the
Figure 5: Host economies country from overseas visitors and investment;
• The ‘host regions’ of (i) Yorkshire and (ii) a combined
region of Cambridge, Essex and London. This gives
an overall figure for the host regions combined
as well as separate figures for each and also for
London; and
• The other cities in which stages started and
finished: Leeds, Harrogate, York, Sheffield and
Cambridge
The respective host economies are demonstrated in
the map to the left.
While Calderdale was not a specific designated
“host economy”, all of the components of economic
impact can be calculated for the district, either
Additional money directly or by making informed assumptions.
originating elsewhere now
being spent in host regions The methodology took account of all of the
additional expenditure in Calderdale, as well as
Yorkshire overall, including from spectators who
watched in a number of areas.
Photo: Calderdale Council
20 21IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Components of economic impact This section considers these issues and presents the Figure 7: breakdown of regional visitor expenditure for
Calderdale
Components of economic impact
The additional expenditure generated can be overall economic impact, followed by the reported Visitor spending
split into two components. These are the direct impact on and perspectives of local businesses. The principal component of the economic impact
economic impacts of the Tour, and the wider is the expenditure of visitors coming into Calderdale
economic impacts that result from other activities The economic impact to watch the Tour de France.
which only happened as a result of the Tour. The assessment showed that the event had a
significant economic impact and that this is likely to The spectator survey results showed that 160,000
The additional expenditure as a result of the Tour de continue. The direct economic impact on all of the spectators were visitors to Calderdale. These are
France in Calderdale comes from: ‘Host Regions’ was £127.9m while for the UK overall the figures which the economic impact of visitor
• The spending of visitors in the area who specifically (i.e. from overseas visitors, including the teams, spending are based.
came to watch the race. This is the additional overseas media and the ASO) the impact was
revenue as a result of the 160,000 unique visitors £33m. The figure was £102.3m for Yorkshire. Overall, an estimated £12m of visitor spending
who came to the city to watch the event; came into Calderdale. This is broken down in Figure
• The attendee survey, which asked questions Calderdale’s economic impact was an estimated
0.34m 7 below.
Unique spectators
about: £12.5m. There is a margin of error to this figure, but attending stage(s)
- the number of days people planned to spend in it is likely to be as reasonable a local estimate as is
the host region; possible to make.
- the number of people they were with;
- the type of accommodation they stayed in; Figure 6, below, sets out the detail behind these
- an estimate of the average amount per day their figures. It shows that the main component of impact
group was likely to spend on restaurants, pubs and was from expenditure from visitors from outside the 0.16m 0.18m a) £47.54
takeaway food, public transport, fuel, parking and Host region Host region
respective host regions, including visitors to the UK non-residents residents b) £45.04
car hire and other spending from overseas.
c) £24.82
In addition, the calculation included analysis of: Average daily spend on
Figure 6: Economic impact of the Tour de France non-accommodation
• organisational spend that was required to stage items (per person)
the event;
• the spending of race teams, the ASO and media Visitor spending
0.01m 0.16m £9.3m
from outside the host regions; Casual spectators Non casual spectators
(those for whom the event was not (came to the area for the Tour) Total revenue to
• spending of volunteers from outside the host Impact of additional their main reason for being there) non-accommodation
regions; spend by the event sector (allowing for
organisers 2.5% leakage)
• the economic impact of Yorkshire Festival; a) b) c)
• additional employment created as a result of the
Teams/ Media/ ASO/
4.0 2.5 1.0
event. Days Days Days
Volunteers
a) 0.03m b) 0.03m c) 0.1m Average days spent
Non-commercial stayers Commercial stayers Day visitors in host region
Also factored in was the fact that some resource will Yorkshire (staying with friends/family) (paid for accommodation)
‘leak out’ of the host regions as a result of people Cultural Festival
choosing to spend elsewhere, and that some
businesses will have been negatively affected £102m £12.5m
during its staging. However, spending in some of the Yorkshire Calderdale
£12.1m
affected businesses, i.e. those that had to close on
£44.62 £2.8m
the day, may have just been delayed rather than 3.12 nights Total revenue to
Total visitor
fully lost. Average nights Average cost per accommodation impact
spent in host region bed night (per sector
person)
22 23IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
sizeable deals and inward investment inquiries have Figure 9: Future Impacts of return visits to the host regions
Blazing Saddles Cycle Shop The People’s Tour been registered. If successfully closed, these deals
will see the overall economic impact figure for both
Blazing Saddles undertook a range of activity to take
advantage of the Tour de France, including setting up a
Yorkshire and the UK increase significantly in future.
bar in a marquee with big screens to watch the event and Because of the success of this initiative, Utrecht (the
running competitions to win cycling equipment vouchers. This 2015 host city for the Grand Départ) are looking at
organising a similar business festival. £24m
included the chance to attempt to ride an “unrideable bike”. £3m
The shop also updated its stock with Tour equipment. All five of
its staff worked long hour hours over the weekend. Spending of local residents
While not counted in the additional economic
It found that sales turnover increased significantly in the weeks figures, there was clearly an economic footprint
before and after the event and has continued to increase from the spending of local residents who attended Yorkshire Calderdale
since the Tour – which the majority of which staff attribute to the event. Assuming the same spending pattern as
the Tour de France effect. those for day visitors, the 1.8 million local residents Local business perspectives
watching the race spent approximately £48m in This section presents the perspectives of local
total. This is made up of £27.8m in Yorkshire overall. businesses and the reported impact of the event on
The figure for local resident spending in Calderdale them, based on the findings of the business survey
Organiser spend An evaluation of the festival was carried out that was an estimated £3.6m. carried out for this research as well as other local
To stage the event local authorities, Welcome looked at the overall economic impact. This surveys. It sets out local business views on hosting the
to Yorkshire and other partners spent money on amounted to a direct contribution of £7,500,000 Future impacts of visiting spectators coming
back to the regions event, followed by the direct commercial impacts
planning and a range of infrastructure, such as into Yorkshire. This figure was calculated using the as a result of the days of the event and period either
Another key component economic impact is the
barriers, toilets, official Grand Départ Spectator Hubs Festival and Event Evaluation Toolkit developed by side.
future spending of visitors who will visit again. While
and stewards. Of this combined event budget, £27m Create, the support organisation for festivals and
not counted in the economic impact figures overall,
was spent in the local economies and will have had events in North Yorkshire, in association with the UK This business survey was undertaken across the
further visitor expenditure is expected in the future. To
an economic impact, although some is likely to Centre for Events Management at Leeds Beckett three UK stages, although it does broadly represent
demonstrate this, the spectator survey showed that
have been spent outside the host economies. The University. Of this, an estimated £200,000 was spent local business views in Calderdale. Also included
64% of Yorkshire visitors said that they were very likely
fee paid to the ASO for the rights to host the event in Calderdale. is analysis from Calderdale’s resident survey about
to return in the next two years. Assuming the same
(£4m) was taken into account at the UK level. There perceptions of the effect on local businesses.
proportions of day visitors and stayers, as well as
was also £10m invested by Government, through UK Other Economic Impacts overseas visitors as the Tour, this would result into an
Sport and managed by TdFHUB2014 Ltd. This was A range of other expenditure which would have had Local business perspectives on hosting the
additional regional impact of £24m in this period. Tour de France
spent testing and exercises for event staff, supporting local economic impact and was not counted in This could result in an additional £3m coming into The broad consensus from businesses across the UK
local authority budgets for infrastructure and the Tour the figures above, to ensure this work is consistent Calderdale in the coming two years from returning host regions was that hosting the UK stages would
Maker Programme. with the eventIMPACTS methodology. These figures visitors. boost tourism for the future and had enhanced the
tell a broader story about the impact of the event
Approximately £100,000 was spent in Calderdale. and demonstrate the wider value of the event to the Figure 8: Local resident spectators spending image of those regions for future marketing and
economy. These include: returning visitors. It was recognised however, that
Yorkshire Festival some businesses had had to change their usual
There can be no doubt that the Yorkshire Festival Yorkshire Grand Départ International Business business operations and there had been some
created a buzz in the build-up to the Tour and Festival disruption.
significantly boosted the visitor economy over of The Yorkshire Grand Départ International Business
the event. The festival attracted 816,000 people Festival, which ran from 2nd to 4th July, highlighted Overall, the majority of businesses recognised that
to 2,225 performances, workshops and exhibitions the businesses of Yorkshire and the UK with a series £27.8m an event like the Tour de France was something
which took place in the 100 days running up to the of events and seminars. It was a Tour de France first £3.6m public authorities should be investing in. In Yorkshire,
Grand Départ. and generated a significant amount of business 58% of businesses strongly agreed. While, 74% of
interest in Yorkshire. While the final impact will not businesses strongly agreed the image of the region
be apparent for a few more months, a number of had been enhanced.
Yorkshire Calderdale
24 25IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Commercial impacts on businesses Three months before The week before the race
The People’s Tour While local businesses were broadly supportive Only 6% of businesses reported an impact in this Overall, 5% of businesses reported higher than
of hosting the event, the survey showed that the period, though they were mostly positive. Figure normal sales turnover in the week running up to
views of businesses on the impact of the event 11 shows that the main sectors that saw positive the hosting of the UK stages. Cycling businesses
varied significantly between the pre, during and impacts in this period were cycling businesses and reported the most positive impacts, followed by
post-event periods. Views also varied by sector. souvenir shops, together with accommodation and pubs, restaurants and accommodation providers. It
This is demonstrated in Figure 10 which shows the food and drink establishments. is notable in this period that negative impacts were
proportion of local businesses reporting a positive or also increasingly seen.
negative impact over a range of time periods.
Figure 11: % of local businesses that saw a positive Figure 12: Proportion of host region businesses by
or negative impact in sales and attribute this to the sector who reported higher or lower sales in the
Figure 10: % of local businesses that saw a positive Tour de France (3 months before the event) week running up to event
or negative impact in sales and attribute this to the
Tour de France Hotels and similar
-1% 5% Hotels and similar -6%
accommodation 8%
accommodation
3 month period
6% Other Other
before the event 16%
accommodation accommodation
1 week period -7% 12% Licensed Licensed
3% -5% 18%
before the event restaurants restaurants
-32% 22% Public houses 5% Public houses
On race day(s) -7% 15%
and bars and bars
1 week period 14% Other food and Other food and -10% 15%
-4% 9%
after the event beverage serving beverage serving
Cultural activity -2% Cultural activity -10% 10%
Negative Positive
Sports and Sports and
2% recreation -5% 2%
recreation
Shibden Mill Inn, Shibden Valley
In summary, the survey shows largely positive impacts
near Halifax in the period before and after the event from those
Souvenir shops 13% Souvenir shops 15%
The staff at Shibden Mill Inn prepared well in advance
who reported them. As may have been expected, Other tourism
-13% 9%
Other tourism 2% related activities
of the Tour to ensure they maximised the advantage
most impacts attributable to the event were on the related activities
of the event, especially as the Inn is situated six miles
race days themselves and included businesses Bicycle retail and
reporting both positive and negative impacts. Bicycle retail and 27% maintenance -2% 26%
from the route. maintenance
Negative impacts included disruption through
having to close, or customers being less likely to visit, Other -10% 5%
Despite being six miles from the route, the Inn Other 7%
found that its turnover increased significantly over especially if their premises were away from the Tour
the weekend of the event as a result of the Tour de route.
France and their preparations. This was despite road
closures on the day of the event which meant that Negative Positive
Negative Positive
regular customers did not visit that day.
Staff felt that the event “raised the profile of Yorkshire
as a beautiful place and will also lead to repeat visits
from tourists”
26 27IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
During the race Figure 13: Sectoral distribution of sales impact One week after the race Temporary employment impact:
A significantly higher number of businesses said during the UK Stages The reported sales patterns one week after the event The survey of businesses also explored the extent
that the staging of the UK stages had an impact on reveal a different perspective from businesses. They to which temporary employment was created in
their normal sales turnover on the race days – the Hotels and similar -10% 22% reflect the fact that businesses were better able to the week before and across the race. The survey
proportion of business expressing a clear opinion on accommodation digest and set in context the effect of the event in revealed that 11% of businesses reported that their
this increased to 54% of the sample. Other the week before the race on their sales, balanced employment levels were higher than normal, with
-23% 23%
accommodation against any reported drop in sales during the event – 89% of businesses reporting that employment levels
Given the approach to the sampling of businesses so in broad net terms, business views on the impact were unchanged.
Licensed
close to each race stage, it was to be expected restaurants
-31% 34% on sales in the week after the event present a more
that many businesses would report a drop in sales rounded commercial view. The temporary employment boost was most visible
on race days – the survey revealed that 10% of Public houses -13% 62% in the hospitality sector where proportionately more
and bars
businesses reported that sales levels were lower than The sectoral distribution of reported impacts on businesses in the Yorkshire stages of the race in these
normal. Other food and -44% 32% normal sales turnover levels was more consistent sectors reported that employment levels were higher
beverage serving with the pattern seen in the week running up to the than normal. The figure below summarises the key
The sectoral variation in normal sales levels was at its event, although the overall impact in some sectors data by sector.
most pronounced across the UK Stages with hotels, Cultural activity -55% 2%
was much higher (cycling businesses were twice
accommodation and bars/restaurants typically as likely to report that their normal sales levels were
indicating that sales were much higher than normal Sports and -50% 11%
recreation higher in the week after the event compared with
(with most other visitor economy businesses reporting the week before the event).
that sales were lower than normal). Souvenir shops -41% 26%
Figure 14: Sectoral distribution of UK host region Figure 15: Temporary employment impact by sector
Other tourism -45% 7%
sales impact one week after the event
related activities Hotels and similar 6.4%
Bicycle retail and Hotels and similar -3% 10% accommodation
-33% 16% accommodation
maintenance Other 12.5%
Other 5% accommodation
Other -39% 10% accommodation
Licensed 16.2%
Licensed -1% 17% restaurants
restaurants
Negative Positive Public houses 20.6%
Public houses -6% 21% and bars
and bars
Other food and 27.0%
Element Jewellery, The People’s Tour Other food and -5% 14% beverage serving
beverage serving
Hebden Bridge Cultural activity 11.4%
Cultural activity -5% 7%
“With the 2014 Tour de France now sadly behind Sports and
us, we can honestly say it was one of the most 9.1%
Sports and -2% 5% recreation
fun times we’ve experienced at Element. We recreation
e-designed and produced hundreds of non- Souvenir shops 10.7%
official Tour de France bike rings and asked Souvenir shops -4% 15%
customers to take photos of them wearing their Other tourism 5.0%
rings around the world! Cheeky, but great fun. In Other tourism -8% 6% related activities
related activities
total we sold or gave away around 1000 rings Bicycle retail and 7.8%
and they have travelled far and wide, we have Bicycle retail and -2% 35% maintenance
recently even had an order for 1,500 of them maintenance
Other 4.3%
from the United States. And as well as the fun we -10% 6%
Other
were able to make a donation to the Alzheimers
Society of £500 through from the profits.”
Negative Positive
28 29IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
A key consideration throughout is the proximity to the Local residents perceptions Conclusions on economic impacts
route, although this may be both a positive and a The survey of local Calderdale residents largely This section has set out the economic impacts The People’s Tour
negative depending on the nature of the business. confirmed these national findings. Around 10% of hosting the Tour de France in Yorkshire and in
Figure 16 shows that the majority of the temporary saw – and expected to see – a positive impact Calderdale. While these figures are positive, it should
employment was in establishments close to the on local businesses, although the majority saw little be recognised they are, arguably, conservative
route and, as set out previously, was primarily about difference. estimates undertaken at a particular point in time.
serving food and drink. Longer term impacts, including those that are less
Figure 18, below, asked local residents about
negative impacts and it showed that approximately easy to quantify and those that might occur later
10% agreed that there had been some disruption. through future visitors and inward investment as a
Figure 16: Jobs created by distance from the route Positively, 90%, either actively disagreed that there result of the Tour, are yet to be seen. As a result, the
had been negative impacts or were neutral on the ultimate economic footprint is likely to be significantly
issue. higher.
It was clear from both the economic impact data
and the business survey that the sectors that benefit
15.2% Figure 17: Did Calderdale hosting the Tour de France most are those most obviously associated with the
Grand Depart have a positive impact on your event including:
business or place of work? • accommodation providers including hotels, bed
and breakfasts and campsites;
• restaurants, pubs, shops and local events selling
8.1% food and drink;
• souvenir and clothing shops, as well as others in
the visitor economy;
5.8% • cycling shops;
• transport providers; and
1% 4% 3% 4% 91% • suppliers to event organisers.
While other businesses did less well directly, most
will will attract will have enable us none of the reported a fairly neutral position over the period, Little Valley Brewery
increase new more to increase above even if there was disruption on race days. Some
turnover customers enquiries/ prices Little Valley Brewery was set up by Wim ven der
interest businesses clearly had to change their usual
business operations but while there were some Spek and Sue Cooper, who first met in Kathmandu
negative impacts, most believe that the event was where their solo cycling journeys crossed paths.
Within 1/2 mile Within 1 mile Rest of region
Figure 18: Were there any negative impacts on local good for the region overall, and that disruption could
businesses? In keeping with their passion for cycling, Little Valley
be managed. Proximity to the route was positive for
embraced the Tour de France and collaborated
visitor economy sectors, though perhaps less positive
with Brian Robinson (pictured right) - the first Briton to
in other sectors, especially while the event was
both win a stage of the Tour and to complete the
taking place.On balance, a clear economic boost
full race - to create the Stage Winner beer.
was seen as result of the event and the supporting
The People’s Tour events leading up to it. This beer is now part of their permanent beer
range, a reminder of the Tour, and has resulted in
The Milk Bar, great exposure for the Northern brewery.
Hebden Bridge 3% 7% 45% 27% 18% Sue said: ”There was an increase in orders from
new providers in the run-up to the event and
“Through the sales of our Tour de France themed
higher general sales across the counter.“
milkshakes we made more than a week’s takings
on race day alone!” strongly agree neither disagree strongly
agree agree nor disagree
disagree
30 31IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
A sport for all:
inspiring more people to ride
more often
The UK stages of the Tour de France proved that cycling is for everyone. The Tour inspired
people to have a go, from adapted bike sessions to cycling lessons in school and charity
bike rides for keen amateurs. Interest and participation in cycling has never been so high.
Inspiring people to cycle and be more active was Positively, the spectator survey showed that 44%
a key reason for wanting to stage the event and it is of spectators in Calderdale felt inspired to cycle
clear from the evidence in the surveys that there has more as a result of seeing the Tour de France, an
been a significant inspirational effect. For example, estimated 130,000 people.
63% of spectators felt inspired to take part in sport
more often than they normally do as a result of For those who were already regular cyclists (who
watching the race, especially younger people cycle once a week or more) 66% said that watching
(aged 16-24), 72% of whom were inspired to get the race had a positive impact on their intention to
more active. Over 80% of these inspired individuals cycle more. There was a similar effect on those who
(1.8 million people) said they felt inspired to cycle cycle less often as 58% were inspired to cycle more.
more frequently. A quarter of those who never cycled said they felt
encouraged to cycle.
Of the UK adult population, 27% said they felt inspired
to cycle more (this is equivalent to 14 million people Attendance at the Tour had a stronger effect on
– so some caution is needed here in interpreting this the younger age group than the older age groups
result). The post-event survey shows as many as 30% with 26% of 16-24 year olds being inspired to cycle
of spectators have increased their levels of cycling, more, compared to, for example, 14% of those
with all of the associated benefits that this can bring. aged 65+.
Approximately 12% of the overall population of
Figure 19: Inspired to cycle more frequently Calderdale said they were likely to cycle more as
result of the Tour de France. Again, this is positive as
it does not necessarily include those who watched
the event.
Figure 20: Impact of attendance on inspiration to
cycle by age
52% 44%
Yorkshire Calderdale
56% 57% 50% 35%
16-24 25-44 45-64 65+
32 Photo: St John’s CE Primary Academy, Clifton. Calderdale Council 33IMPACT OF THE TOUR DE FRANCE 2014 IN CALDERDALE Economic and Social Impacts
Post-event take-up of cycling Figure 21: Post-event cycling take up amongst Beyond the Tour – securing a cycling British Cycling (the national governing body for
spectators cycling) have also done a lot of work to ensure a
Three months after the Tour de France, spectators legacy lasting legacy of cycling participation as a result
who were happy to be contacted again were asked To secure a lasting cycling legacy from the Tour de
about their take up of cycling since the event. This 2% of the Tour de France. Their work and investment,
France lots of organisations have been working hard
showed that 28% of spectators were cycling more
Cycled 0% in partnership with local authorities and others, has
much less to create opportunities to cycle and to improve
often, with 2% of spectators having taken up cycling
1% helped to grow the volume and accessibility of
cycling infrastructure.
for the first time since the event. Taking account of 3% cycling opportunities in advance of the event and
the relatively small sample size (n=300), the initial Cycled 4% created the conditions for the anticipated growth in
slightly less In Yorkshire, there will be a Cycle Superhighway,
indications are that at least 750,000 spectators have
1% interest.
linking Bradford and Leeds. A new velodrome
cycled more frequently since the race. 64% is under construction in York and across Yorkshire
No difference 62%
the cycle lane network is being improved. In one
Half of spectators who wanted to cycle more reported 69%
example, North Yorkshire County Council successfully
The People’s Tour
that their enthusiasm inspired others to cycle or to 22% bid for £1.65m from the Local Sustainable Transport
cycle more than they did before, particularly their Cycled
slightly more
24% Fund to deliver upgraded cycle parking spaces and
partners, children and friends. People also reported 21%
crossing improvements.
that the event had encouraged them to make 5%
cycling related purchases as 11% bought a bike for Cycled 8% In addition, the Cycle Yorkshire initiative has brought
much more
themselves and 8% had bought a bike for a friend 6% together and galvanised 21 local authorities,
or family member. This reinforces the expectation Welcome to Yorkshire, British Cycling and Sustrans to
2%
that there will be ongoing economic benefits from Taken up
3% form an agreed initiative and strategy to develop
hosting the race, through increased cycling take- cycling
1% cycling and opportunities to get more people
up. cycling more often. Five core objectives for the next
Stage 1 Stage 2 Stage 3 ten years are to:
• get more people cycling – provide adults and
Photo: Calderdale Council
children with greater training and access to
cycling;
Figure 22: Spectators inspiring others to cycle more • make choosing cycling easier – work closely
with local authorities, businesses and partners Colden Primary School,
to improve cycling infrastructure and facilities
to address both real and perceived barriers to “Children at Colden Primary School celebrated the
cycling; Tour de France by taking part in the ‘Tour de Popples’
sponsored bike ride, cycling as many circuits of
29% • more events to see and take part in – broaden
22% the number and awareness of cycling events Popples Common, Heptonstall, as they could in half
49% and opportunities for people of all generations
an hour. In total the pupils rode nearly the distance
of Stages one and two of the Tour (366km) raising in
and abilities to get involved; excess of £650 to help fund new sports equipment
• greater awareness of cycling and cyclists – create
-
for the school. Head teacher Tony Greenwood
Yes Don’t know No campaigns and events to generate a wider said, ‘Every pupil is really enjoying their extra sporting
appreciation of the benefits of cycling, travel sessions. We have already begun organising more
planning, bike safety, cycle friendly routes and competitive events with other local schools and
respect between everyone using our roads; and we hope to build on this in the future. The Tour de
• a thriving network of cycling businesses and social Popples was a very appropriate and enjoyable way
enterprises – encourage and support all cycling to help finance resources for this initiative. The school
related businesses in the region to provide a now employs a sports teacher on one full day a
dedicated network of experts to sustain Yorkshire’s week and I have seen many more pupils riding bikes
to school.”
growing cycling community.
34 35You can also read
