Learning objectives

After studying this chapter, you should be ableto:

• understand the importance of event evaluation and feedback in the sports events industry.

• understand the roles of pre-event, continuous and post-event evaluation.

• identify evaluation methods and their appropriate use.

Introduction

The importance of event evaluation cannot beunderstated and yet it is a much under used operation. The majority of event planning theoryrecommends the use of post-event evaluation and yet in practice event managers are all too quick tomove on and not commit funds or time to this important undertaking.

There is also in practice a perception that there is only one form of evaluation, that whichis conducted post-event. This chapter will consider three phases of evaluation, pre-event researchand feasibility, iterative evaluation and the monitoring of an event in progress, and post-eventevaluation. It will also identify the various processes, types and methods of evaluation that canbe undertaken and the forms of reporting that are necessary. Consideration will also be given tothe cost implications involved as they are, more often than not, the reasons for not undertakingthe activity.

The evaluation process

This chapter is intrinsically linked to the events planning process. In Chapter 3 it wasestablished that evaluation of success is against the objectives that were first set. Therefore,the extent to which evaluation can be an effective tool is totally dependent upon these objectives.If they are specific, have timeframes and performance indicators (PIs) that can be measured then anevaluation process can be designed that can provide objective and meaningful performance feedbackto aid...