Social and Economic Value of the Cairns Indigenous Art Fair
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Social and Economic Value of the Cairns Indigenous Art Fair P R E PA R E D BY I E R | A P R I L 2 0 2 1
REPORT PREPARED BY:
IER PTY LTD
27A STUBBS ST
KENSINGTON, VICTORIA, 3031
PHONE 03 9371 3000
WWW.IER.COM.AU
SUPPLIER CONTACTS:
PAUL LIMOLI, PARTNER
GLENN HARDY, PARTNER
PREPARED FOR:
CAIRNS INDIGENOUS ART FAIR
51 THE ESPLANADE, CAIRNS QUEENSLAND 4870
01 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.
Contents
KEY FINDINGS 03
INTRODUCTION 05
ENGAGEMENT WITH CAIRNS
INDIGENOUS ART FAIR 10
HEALTH & WELLBEING BENEFITS 13
ECONOMIC IMPACTS 16
BENEFIT ANALYSIS 19
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 02
Key Findings
I N - SCO P E ECO N O MI C CO N TR I B UTI O N
P OS I T I VE HEALTH BENEFITS
Mental Health 71.8%
$6.2 Mil $7.0 Mil
Social Connectivity 66.0% TOTAL VALUE TOTAL VALUE
AD D ED ECO NO M I C AD D ED ECO NO M I C
CO NT RI B UT I O N TO CO NT RI B UT I O N TO
Physical Health 44.8% CAI RNS Q UEENSLAND
59 FTE Jobs 64 FTE Jobs
Those who engage with CIAF strongly identify with the Mental (72%) and Social The total in-scope expenditure generated
(66%) health benefits through attending and participating in the event by CIAF is responsible for creating a value-
added economic contribution of $6.2 mil
for Cairns and $7.0 mil for Queensland.
I N-S CO PE DIRECT EXPENDITU RE ($ M I L) Overall, the expenditure generated by CIAF
results in a total full time equivalent (FTE)
$8.00 employment impact of 59 jobs in Cairns and
$6.3 Mil 64 jobs in Queensland.
$5.9 Mil
$6.00 $0.57
$1.06 $1.13 B EN EF I T A N A LYSI S
$4.00 $1.06 Art Sales
$4.63
Administration $8.3 Mil $10.9 Mil
$2.00 $3.73
In-Scope Attendee VA LUE O F VA LUE O F
B EN EF I TS B EN EF I TS
(C A I R N S) (Q UEEN SL A N D)
$0.00
CAIRNS QU E E N S LA N D The estimated broader annual in-scope
benefits delivered by CIAF including
Overall, CIAF generates total in-scope spending of $6.3 mil annually for Cairns and both economic and social value amounts
$5.9 mil for Queensland. This measure includes in-scope expenditure by attendees, to $8.3 mil for Cairns and $10.9 mil for
volunteers, artists, performers, exhibitors, sponsors and CIAF. Queensland.
03 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 04
Introduction
IER was engaged by Cairns Indigenous In order to deliver this study, IER have
Art Fair (CIAF) to undertake an projected the costs and benefits for the
evaluation of the economic and social 2021 CIAF due to COVID-19 interrupting
value generated by the event. Previous the event in 2020. This takes into
studies undertaken by IER have sought consideration economic impact studies
to determine the tourism value of events undertaken by IER 2015 - 2019, and
like CIAF – however this study goes a projections for 2021, including any uplifts
step further in investigating the impacts relating to the delivery of CIAF at the new
associated with the social and cultural event precinct at the Cairns Convention
value related to the event. Centre.
PURPOSE OF THE STUDY STUDY METHODOLOGY
The purpose of this study was to The preparation of this report
determine the economic, social and was underpinned by a detailed
cultural contribution made by CIAF. The methodological approach.
study also aims to determine the overall
benefit of the event through a Benefit 1. The development of an attendee
Analysis. This measures the total in- (physical and online) and
scope benefits which flow through to stakeholder survey was aimed
the broader communities in which CIAF at understanding the level of
exists. engagement with the event as well
as the benefits generated as a result
Specifically, the study aims to deliver the (e.g. physical and mental health,
following outcomes: social connectivity etc. ). Overall,
554 respondents completed this
+ Measure the annual level of survey.
participation in CIAF (physical
attendance, online participation, In addition to this, IER assessed the
volunteers, artists, performers etc.) data collected (406 respondents)
+ Calculate the estimated in-scope for Tourism and Events Queensland
economic & social value of CIAF to at CIAF in 2019 to assess the tourism
the broader community impacts for the broader community
+ Develop a Benefit Analysis measure and for this study the total spending
of the value of CIAF to the broader (gross evonomic benefit).
community
05 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.2. Direct data requests were made of The importance of the expenditures It should be emphasised that this
CIAF which related to a post online generated by a major event in the methodology – of identifying the in-
survey of the 2020 virtual events (99 production process is that they will scope expenditure associated with
respondents) and marketing reports. sustain turnover in local industry, and production by the major event and
CIAF was also asked to provide specifically this will support local jobs and tracing the expenditure through the rest
data related to their expenditure incomes. It is the jobs and incomes that of the economy - can be interpreted as
and funding sources as part of the are taken to be the measure of economic concluding that Gross Domestic Product
development of the Benefit Analysis impact or benefit, netting out expenditure or employment would fall by this amount
model (audited annual financial on imports etc. if the event somehow did not exist. In the
reports). first instance local people would spend
It is also generally acknowledged that, in their money on other activities and the
3. Desktop research was undertaken to addition to the jobs in direct suppliers of contribution of those other sectors would
gather various data points such as services to the production processes, that go up and replace that of the major event.
the Australian Bureau of Statistics the production expenditure has a flow-on The total direct in-scope expenditure is
(ABS) etc. effect within the community, extending new money which has entered the Cairns
the spend effect and the impact through and Queensland economies – that is, this
ECONOMIC CONTRIBUTION the expenditure of wages and purchases expenditure would not have flowed into
This study looks at the in-scope of the direct suppliers. The use of these regions had CIAF not been staged.
contribution that CIAF makes to the multipliers derived from input output-
Queensland economy. The economic tables has been a prominent process for The objective of the economic modelling
impact of an industry is understood to be translating direct created expenditure (a is to identify the way in which the
the contribution the event makes in terms final demand stimulus) of major events identified major event expenditure
of generating gross state product, of or projects into jobs and incomes, and translates into jobs and generates
household income and the employment for establishing the extent of the flow-on incomes. In this way, it is possible to
these income measures support. impact. The use of these input-output determine the in-scope economic impact
based multipliers allow for reporting of CIAF to the underlying economy.
Major events do this is in two ways: - with respect to the estimated outcomes This is done by tracing the expenditure
of the industry in terms of the effect of through a whole of economy model – in
+ by the employment and activity it expenditure or turnover on value added this case an input-output model, and
supports directly, and across a regional economy and in terms identifying the direct and first round
of job creation – which is consistent with impacts (employment and incomes
+ in the industries that depend on it as national accounting frameworks. generated in the industry itself, and in
a customer; and the flow on effects direct suppliers to the industry) as well
of that which filters through the as the flow through effects (as those
economy. suppliers purchase inputs and the wages
are spent).
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 06BENEFIT ANALYSIS Value of Volunteer Time – volunteers story and creativity. The Australian
A Benefit study aims to estimate of the create value in supporting events Bureau of Statistics (ABS) was used
broader annual benefits delivered by such as CIAF by providing their to estimate average weekly earnings
CIAF. time to improve the attendee and and social value was built-in to
stakeholder experience - while also recognise reduced health costs and
The first step in the methodology is to reducing costs in the delivery of community outcomes (including
clearly define the benefits of the activities the overall event. Both the financial heritage value, community pride,
involved from both an economic, social value of engaging volunteers and social benefit including reduced
and cultural context. There are a number the social value built-in to recognise health system costs due to the
of ways of undertaking this, however this reduced health costs and community physical and mental health outcomes
study uses the following: outcomes is identified within the generated for the artist themselves).
study.
Defining Benefits
The benefits of participating in CIAF has Value of sponsor time – sponsors
been assessed in this study as follows: support the event both financially
and in-kind and in return leverage
Current Use Value – includes the off the event to create further value.
value achieved from attendance The activities of sponsors improve
and participation in the event, over the attendee and stakeholder
and above the cost involved in experience while reducing event
participation. Value is created in operational costs of CIAF. The
terms of: financial value of sponsors was
estimated by using average hours
+ Enjoyment and entertainment of the engaged in the event and average
event hourly earnings (ABS).
+ Personal benefits including:
+ Physical health benefits (general Value of artist/performer time – Artists
wellness, extension of life) and performers spend significant
+ Mental health benefits (through amounts of time preparing their
creativity, emotional release, self- work/performance for CIAF and in
esteem, stress relief etc.) many cases put considerably more
+ Social networking opportunities value on participation in CIAF than
provided (meeting of like-minded they expect to earn in sales. This
artistic people in pursuing additional effort can be considered
activity that provides benefits created value in preparing for
in other ways (friendships, work CIAF which provides well-being
connections etc.) benefits for artists well beyond their
expected financial return – they also
value the opportunity to share their
07 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.STUDY LIMITATIONS ACKNOWLEDGEMENTS
The major events industry, and therefore The development of this assessment
CIAF, does not operate as a silo - a was built on a variety of data sources.
fact which makes a study such as this A number of organisations provided
challenging. Whilst it is relatively easy valuable input into this study, including;
to determine the consumer spend
and activity the event generates in + Australian Bureau of Statistics
Government support, it is inherently more + Cairns Indigenous Art Fair
difficult to determine social and cultural + Tourism and Events Queensland
impact benefits.
To all these organisations, we extend
ABOUT CAIRNS INDIGENOUS ART FAIR our gratitude for their contribution and
CIAF was established by the support for this project.
Queensland Government in 2009 as a
strategic initiative under the Backing DISCLAIMER
Indigenous Arts program. In 2013, CIAF This report has been prepared in line
transitioned to independent status, with the terms of reference developed in
establishing a corporate entity to develop consultation with the Cairns Indigenous
and reach its full potential to deliver Art Fair. The estimates presented in
benefits to Indigenous artists, the broader this report have been entirely derived
community, visitors and key stakeholders. from the aforementioned sources and,
therefore, their accuracy is dependent
CIAF provides a platform for cultural on the extent to which these sources are
exchange and economic opportunity for truly representative of the event. IER has
the many Queensland Indigenous artists. not audited data received from CIAF and
The event is committed to strengthening has accepted it in good faith.
and celebrating culture, creating
professional development opportunities Neither CIAF, nor its consultants IER
for artists, and cultural connection Pty. Ltd., accept any responsibility for
between Aboriginal and Torres Strait the accuracy of information provided
Islanders and visitors. or estimates presented, or for decisions
taken as a result of material in this report.
CIAF is focused on offering an ethical
art marketplace, attracting national and
international collectors and curators,
commissioning new work and providing
pathways for emerging visual and
performance artists.
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 08“The positivity the fair
creates; takes you to other
places and gives hopeful
“It helps
experiences...come away
create
feeling uplifted.”
relationships
where perhaps
they did
“I love being not exist
absorbed by before and
the art. It’s a strengthen
wonderful bonus those that are
to watch some of pre-existing.”
the dancing. I feel
lucky to see some
of the dancers
come down from
remote TI and
other areas...
CIAF gives me
“Being able to engage with art of exposure to so
our First Nations People is always much culture, (the
nourishing for my soul. It inspires my kind I want to
own creative practice.” know about!!).”Engagement with Cairns
Indigenous Art Fair
Eighty-five percent of
respondents hold a strong to
extremely strong interest in
FI G U RE 1 – LE V E L OF E N G AG EMEN T W I TH
the visual arts T H E V I S UA L A RTS
100%
CIAF engages with a broad range of
consumers and stakeholders both
domestically and internationally. What
is common to both these groups is 80%
their engagement with both indigenous
artworks and performances and more
broadly the visual arts.
60% 51.0%
These consumers and stakeholders
include those who attend CIAF in person,
online attendees, artists, exhibitors,
sponsors, fashion designers, performers
40% 34.0% No interest at all
and volunteers - totalling 45,794
individuals. The largest two groups being Slight interest
events attendees (25,477 individuals) and
online attendees (19,798 individuals). Moderate interest
20% 12.0%
Strong interest
Figure 1 illustrates the level of interest in 3.0%
the visual arts, with eighty-five percent
Extremely strong interest
of respondents interviewed indicating a 0%
strong to extremely strong interest in the
visual arts. How would you describe your level of interest in the visual arts?
10 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.FI G U RE 2 – LE V E L OF EN G AG EMEN T W I TH THE C I A F AV ER AG E
How much did the artwork
and performances engage 22.1% 37.8% 32.9% 3.9
you on an emotional level?
To what extent did CIAF help
to grow your understanding 24.3% 32.3% 33.1% 3.9
of cultural Australia
How much did the artwork
and performances engage 26.2% 38.7% 24.6% 3.8
you on an intellectual level?
CIAF’s connection to culture and country
is demonstrated through the strong To what degree were you
psychological connection attendees and
absorbed in the artwork and 26.2% 41.7% 22.4% 3.8
performances?
stakeholders have with the event. The
artworks and performances at CIAF were
most likely to engage on an emotional How much were you
level (71% large/great extent) and an provoked or challenged by
an idea or message derived 31.8% 39.5% 15.2% 3.5
intellectual level (63% large/great extent).
from the artwork and
performances?
Over 65% of attendees and stakeholders
To what extent did the
indicated that CIAF enhanced their
artwork and performances
understanding of cultural Australia to a cause you to reflect on your 32.0% 32.9% 16.9% 3.4
large/great extent. own opinions or beliefs?
Not at all To a small extent To some extent To a large extent To a great extent
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 11“Experiencing
artwork
makes me
feel inspired
and fresh. “The diversity
The positive within cultures
vibe at the is a beautiful
event helps element. The
keep me in beauty of the
a positive visuals, seeing
frame of people whose
mind.” work might
not otherwise
be seen by
the wider
community is
very positive.”
“All cultures “It elevated
coming together my enthusiasm
as one.” and generally
feelings of
wellbeing
considerably,
and excited me
enormously.”Health & Wellbeing
Benefits Those who engaged with CIAF activities
strongly identify with mental (71.8%)
and social connectivity (66.0%) health
Broader studies about community benefits they gain from engaging with the
benefits of the arts sector have identified event. Physical benefits (47.8%) are also
the positive impact that participation important, albeit to a lesser extent.
in the creative arts has on individual
health and wellbeing - in particular,
significant decreases in stress, anxiety
F I G U RE 3 – P E RCE I V E D H E A LT H & W E LLB E I N G
and depression.
B E N E FI TS FROM E N G AG E M E N T I N CI A F OV E RA LL
In addition to the economic benefits
accruing form CIAF, there are also
Social
significant personal health and wellbeing
connectivity 26.1% 66.0%
benefits observed by those who engage
as an attendee, artist, volunteer etc.
Negative
Personal benefits occur across a variety
of areas including physical health, mental Your mental
health and social connectivity. health 24.4% 71.8% Neutral
Positive
Figure 3 illustrates the perceived personal
health and wellbeing benefits amongst
Your physical
those who engage with CIAF from a health 50.5% 44.8%
sample of 554 respondents:
13 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.80.9% F I G UR E 4 – P ER C EI V ED
HEA LTH & W EL L B EI N G
Attendee 78.3% B EN EF I TS F R O M EN G AG EMEN T
I N C I A F BY ATTEN DEES A N D
50.2%
STA KEHO L DER S
43.8% Social connectivity
Online 62.4% Your mental health
Attendee
29.4% Your physical health
81.8%
Volunteer 81.8%
72.7%
82.1%
Exhibitor 82.1%
75.0%
61.5%
Artist
61.5%
61.5% Figure 4 illustrates the positive personal
health and wellbeing benefits observed by
category of attendees and stakeholders.
Overall, attendees and stakeholders
81.8%
rated high in most categories, with the
Designer -
72.7% exception of online attendees (those
Performer
streaming the event) for social interaction
72.7% and physical health.
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 14“I think any activity that is interesting
and thought provoking is positive for
mental health. Just the physical act of
“Being educated walking around the event is a positive
and learning experience for mental health.”
all the cultural
diversity
expressed
through art is a
very informative
and rich
experience.”
“CIAF gives me the opportunity of interacting and participating with
“So much
indigenous artists and audiences...I come to Cairns each year with a
pleasure from
group of friends to immerse ourselves in our indigenous culture and
seeing the
celebrate their achievements. It is such a positive experience.”
artworks being
produced by
such talented
artists...”Economic Impacts CIAF is responsible for
contributing close to $9.0
DIRECT IN-SCOPE EXPENDITURE Figure 5 reveals that CIAF was million in direct expenditure
The total direct in-scope expenditure responsible for generating $8.91 million in
is new money which has entered the direct in-scope expenditure for the Cairns
for the Cairns regional
Cairns and Queensland economies –
that is, this expenditure would not have
regional economy and $8.02 million
in direct in-scope expenditure for the
enonomy
flowed into these regions had CIAF not Queensland economy.
been staged. The majority of in-scope
expenditure is attributed to visitors who F I G U RE 5 – FI N A L E X P E N D I T U RE S (I N S COP E A N D TOTA L
visit Cairns and/or Queensland for the F OR CA I RN S A N D QU E E N S LA N D)
purpose of attending CIAF – spends on
accommodation, art works, hospitality, FI N A L E X P E N DI TU R E S I N - S CO P E TOTAL I N-SCO PE TOTAL Q LD
CAIRNS CAI RNS Q LD
transport and tourism activities. Overall,
in-scope expenditure contributes more
Spend in Attendance
than 70% of all expenditures generated
by CIAF. The adjacent table reveals that Accommodation ($m) $1.86 $1.96 $1.50 $1.58
CIAF was responsible for bringing $6.26 $1.16 $1.76 $0.94 $1.56
Food and Beverage ($m)
million in direct in-scope expenditure into
the Cairns economy and $5.92 million Transport ($m) $0.61 $0.75 $0.49 $0.63
in direct in-scope expenditure into the
Retail ($m) $0.54 $0.66 $0.43 $0.56
Queensland economy.
Tourism ($m) $0.45 $0.56 $0.37 $0.47
TOTAL EXPENDITURE - GROSS
Total Attendee Spend (exc. Tickets) $4.63 $5.69 $3.73 $4.79
ECONOMIC BENEFIT
Expenditures related to attendees who
Other Expenditure
reside in Cairns and non-primary purpose
visitors to Cairns and Queensland, Administration ($m) $1.06 $2.09 $1.06 $2.09
contribute to the overall gross economic
Art and Tickets Sales during the Event ($m) $0.41 $0.81 $0.81 $0.81
benefit. Expenditures such as meals, food
and beverages, transport and tickets Annualised Value of future Art Sales ($m) $0.16 $0.32 $0.32 $0.32
(related to the event they attended) are
all considered to for part of the overall Total Other Expenditure ($m) $1.63 $3.22 $2.19 $3.22
economic stimulus created by the event. TOTA L ( $ M) $6.26 $8.91 $5.92 $8.02
16 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.ECONOMIC CONTRIBUTION
This study looks at the contribution that
The direct and first-round economic
contribution generated by CIAF was $6.3
various sectors – including the creative
arts, hospitality and tourism industries
CIAF is responsible
CIAF makes to the Cairns and Queensland million for Cairns and $5.9 million for to name just a few. In total, there are 87 for contributing close
economies. The expenditure generated Queensland. This represents value-added full-time equivalent jobs supported by
by the event is responsible for creating a impact that is related to expenditures by the economic activity created by CIAF in to $10 million in value
total value-added economic contribution the consumers of CIAF (initial) and also Queensland – and a total of 86 full-time
of just under $9.0 million for the Cairns the wages, salaries and gross operating equivalent jobs are supported in the added economic
region and $9.6 million for Queensland. surplus of the businesses that supply Cairns region.
This contribution is the result of a process goods and services to the industry (first- activity to the
whereby the expenditure creates direct
and first round effects and then generates
round).
Queensland Economy
a flow-on effect as that expenditure EMPLOYMENT
extends its impact through the broader The economic activity generated by
economy. CIAF supports employment across
F I GURE 6 – VALU E ADD ED ECONOMIC VA LU E (I N S COP E A N D TOTA L
F O R C AI RNS AND QU EENSLAND)
CATEGORY N E T I M PAC TS GROSS I M PACTS
P RODU C T ION CONS U MP T ION PR O D U C TI O N CO N S U M PTI O N
DIRE C T TOTAL DIRECT TOTAL
REGION CONT RIB U T ION
INDU C E D INDU C E D
CONT RIB U T ION CO N T R I B U TI O N
INDUCED INDUCED
CO N T R I B U TI O N
CONT RIB U T ION CONT RIB U T ION CO N TR I B U TI O N CO N TR I B U TI O N
Cairns Region Impact
Created Spend ($m) $6.26 $8.91
Value added ($m) - Gross Regional Product $2.84 $1.59 $1.75 $6.17 $4.07 $2.28 $2.49 $8.83
Household Incomes ($m) $1.58 $0.85 $0.76 $3.19 $2.24 $1.22 $1.08 $4.54
Employment (FTE’s) 37 11 11 59 55 15 16 86
Queensland Impact
Created Spend ($m) $5.92 $8.02
Value added ($m) - Gross Regional Product $2.71 $2.02 $2.30 $7.03 $3.67 $2.74 $3.19 $9.60
Household Incomes ($m) $1.43 $1.06 $1.00 $3.49 $2.01 $1.43 $1.38 $4.83
Employment (FTE’s) 37 13 14 64 50 18 20 87
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 17“I felt very
comfortable and
connected to
country. I was
mesmerised by
the different
cultures coming
together and how
stories are told.”
“I feel stimulated and inspired by all the
shapes, sounds, colours, designs, and lines
around me. I also feel greatly connected
with this country and its people.”
“Very grateful “Art and
to be immersed culture is
in indigenous vital to our
culture and be being.”
surrounded
by community
members and
like-minded
people.”Benefit Analysis
INTRODUCTION is calculated as the average
In addition to the economic contribution willingness to pay from the
analysis, the study also comprises an survey multiplied by the number
estimation of the broader annual benefits of people participating in that
delivered by CIAF. activity.
This stage of the analysis involves + For activities where there is an
estimating the social value of the entry price (e.g. ticketed events at
activities featured at CIAF which enrich CIAF), the proportion of people
both attendee and stakeholder health who indicate that their willingness
and wellbeing. The event also creates to pay would be in excess of the
significant health and wellbeing benefits average paid price are multiplied
for a range of artists and performers in by the difference between the
their pursuits to express their art form at value (midpoint of the range) less
the event. Social value is the value created the actual price (representing
outside of the formal operations of the consumer surplus).
economy - put another way, it represent
the impact that the event has on the The consumer surplus estimated,
welfare of the CIAF community. as above, is taken as a reflection of
all perceived personal benefit (e.g.
Overall, it is estimated that CIAF enjoyment value, health benefit, impact
generates total benefits of $8.3 million on employment and productivity) less
for the Cairns region and $10.85 million perceived personal cost (e.g. cost of
for broader Queensland economy. This is attending etc).
made up of the following components:
This analysis does rely on personal
ESTIMATING BENEFITS perception, and it is possible that people
+ Current Use Value – this has been do not always understand or perceive all
estimated using an assessment of the value - leading to under or overstating
willingness to pay data from the the value. The valuation is supported (and
attendee and stakeholder survey. This perhaps suggested as conservative) in
has been undertaken as follows: the Likert scale analysis of engagement
+ For activities that are generally benefits – where 72% suggest that
free to access (e.g. free activities engagement is good for mental health,
at the event, online streaming 66% for social connectivity and 45% for
etc.) the calculations of value physical health.
19 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.+ Value of Volunteer Time – volunteers
create value in supporting events such
+ Value of artist/performer time –
Artists and performers indicated in
The estimated broader annual
as CIAF by providing their time to the survey that they spend an average in-scope benefits delivered by
improve the attendee and stakeholder of 72.2 days and 21 days respectively
experience - while also reducing costs to prepare their work/performance CIAF including both economic
in the delivery of the overall event. for CIAF (an estimate supported
Volunteer value supporting CIAF by exhibitors). It is clear that artists and social value amounts to $8.3
was estimated by extrapolating the put considerably more value on
average number of hours in which participation in CIAF than they expect mil for Cairns and $10.9 mil for
volunteers spent supporting the event to earn in sales. This additional effort
(13.7 hours) with a nominal wage rate. can be considered created value in
Queensland
The Australian Bureau of Statistics preparing for CIAF which provides
(ABS) was used to estimate average well-being benefits for artists well
weekly earnings (at a reduced rate) beyond their expected financial return
and social value built-in to recognise – they also value the opportunity to
reduced health costs and community share their story and creativity. The FI G U RE 7 – TOTA L B EN EF I T A N A LYSI S
outcomes. Australian Bureau of Statistics (ABS)
CA I RN S REGI ON QUEEN SL A N D
+ Value of sponsor time – sponsors was used to estimate average weekly C ATE G O RY I MPACT I MPACT
support the event both financially earnings and social value was built-
and in-kind and in return leverage off in to recognise reduced health costs Economic benefits ($mil)
the event to create further value. The and community outcomes (including
activities of sponsors improve the heritage value, community pride, Incomes and Employment Creation $6.17 $7.03
attendee and stakeholder experience social benefit including reduced health
Other benefits ($mil)
while reducing event operational system costs due to the physical and
costs of CIAF. An estimate of sponsor mental health outcomes generated for Willingness to pay for free events $0.63 $0.90
employee value was estimated by the artist themselves).
Consumer surplus for ticketed events $0.07 $0.11
extrapolating the average number of
hours they spend on those activities Value of volunteer time $0.02 $0.02
(5.5 days) with average hourly
earnings as estimated from ABS Value of sponsor time $0.03 $0.04
average weekly earnings survey. Value of artist/performer time $1.38 $2.76
Wages are estimated to be one third of
the costs of service delivery (labour on Social benefits (non economic) $2.12 $3.82
costs, office and admin support costs
TOTA L ( $ M I L ) $8.30 $10.85
etc).
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 20The chart adjacent illustrates the growth
in expenditure impacts for both the
economic and social benefits of CIAF.
Overall by year 5, it is modelled that CIAF
FI GU RE 8 - FIVE YEAR PROJ E CT I ON OF CI A F B E N E FI TS will be generating benefits of $9.4 million
per annum for Cairns and $12.0 million
for Queensland – or a gross $44.3 million
$ Mil benefit over the five years for Cairns and
$56.9 million for Queensland.
$14
$11.8 Mil $12.0 Mil
$12 $11.1 Mil $11.5 Mil
$10.9 Mil
$4.3 $4.3
$4.0 $4.2
$10 $3.9 $9.2 Mil $9.4 Mil
$8.9 Mil
$8.3 Mil $8.6 Mil
$2.3 $2.4
$8 $2.3
$2.1 $2.2
$7.5 $7.6
$7.0 $7.2 $7.3
$6 $6.7 $6.9 $7.0
$6.2 $6.4 Social benefits
Economic benefits
$4
$2
0%
Cairns QLD Cairns QLD Cairns QLD Cairns QLD Cairns QLD
2021 - 22 2 02 2 -2 3 2 02 3-24 2 024 - 2 5 2 02 5 - 2 6
*Some numbers may not add due to rounding
21 | S O C I A L A N D EC O N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U S A RT FA I R I E R P T Y. LT D.“(CIAF)
“Regular yearly engagement with “Just being there “Gratitude
Provides greater
TNQ first people artists and their and absorbing the and realisation
understanding
work and ideas stimulate my Indigenous cultural - CIAF
of first nation
mental wellbeing for months and environment triggers me to
cultures so I am
provides positive mental messages expressed in visual appreciate our
better able to
about the potential of artists from arts improves unique region
understand my
this corner of Australia.” my mood and with amazing
reactions and
outlook.” and growing
just makes my
histories,
involvement
creativity and
with my brothers
talents.”
“I am inspired “Large groups “It provides and sisters so
by such of indigenous me with a much greater
incredible folk feeling happy space in spirit and
talent, and it proud of their to explore, and understanding. “The event was
helps me to achievements provides an Plus, I really something to look
face everyday definitely makes escape to the admire the forward to and
issues.” me feel happy.” daily grind.” artwork and the work towards.”
differences.”
“Enthusiasm and passion “Looking at artwork and watching performances/ “The pleasure
of upcoming artists imagery engages with the pleasure centres in my brain of seeing so
uplifts and bodes well for to produce serotonin and dopamine, in other words, it many people
the future.” makes me feel happy!” share their art.”
I E R P T Y. LT D. S O C I A L A N D ECO N O M I C VA LU E O F T H E C A I R N S I N D I G E N O U R A RT FA I R | 22I E R P T Y. LT D.
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