Enlighten numbers on the up


ANDREW Barr is celebrating ever greater numbers turning up for Enlighten.

“Enlighten 2014 attracted 131,556 people – an increase of 14.37% on last year’s crowd of 115,031,” Andrew said. “An estimated 5,412 interstate and international visitors came to the ACT specifically for Enlighten, which represents a significant increase of 146.56% on the 2013 figure of 2,195. Visitors stayed an average of 2.87 nights and spent an average of $188.75 each day they were in the capital.

“This year the event increased the ACT’s Gross Territory Product by $2.1 million (up 121.05% on 2013) and the Total Direct Visitor Expenditure – as a result of the people that visited Canberra because of Enlighten – is estimated to be $2.3 million, which represents a 253.85% increase on $0.653 million in 2013.”

The Treasurer says this outcome has cemented its position as a Canberra event.

“CityNews” has requested clarification as to how the Gross Territory Product increase came to be less than the Total Direct Visitor Expenditure and will update here when we know.

UPDATE: A spokesperson for Andrew Barr has provided this explanation:

“This relates to a change in methodology used, the 2014 result is more accurate

“This year’s event saw a change in evaluation reporting provider – Repucom, whose change in methodology directly affected the reported average daily spend per visitor. Previously the event relied solely on face-to-face surveys onsite during Enlighten, making it difficult for people to accurately estimate their spend for the remainder of their trip. In addition to face-to-face surveys, Repucom’s methodology during the 2014 event included a post-event online survey to more accurately report visitors’ daily spend and in turn a more accurate direct expenditure figure. Subsequently, it is difficult to compare the 2014 economic impact results with previous years.

“I understand this mirrors a similar GTP vs DVE result from Floriade 2013 where this methodology was used.”


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