North Melbourne’s three-game deal in Hobart in 2015 generated $43.7 million to the local economy according to a new socio-economic report released by the City of Hobart and Events Tasmania.
The ‘conservative’ estimate is significantly up on the 2014 figure of $25.7 million.
“We are naturally delighted with this result and are looking forward to driving similar benefits for Tasmania in 2016,” North Managing Director and CEO Carl Dilena said.
North played three home games at Blundstone Arena against Richmond, West Coast and St Kilda and achieved a combined attendance of 43,901 and TV viewership of 1.38 million.
Prepared by the Institute of Project Management (IPM), the study used a cost-benefit approach, looking at direct and opportunity costs and took into account commercial, civic and individual benefits.
“The IPM Report clearly recognises the significant value generated for Tasmania in hosting AFL games in Hobart,” Dilena added.
“TT-Line, the City of Hobart and the Tasmanian Government should be congratulated for delivering such massive socio-economic value to the people of Tasmania.”
The study involved a telephone survey of 400 Hobart City Council residents; face-to-face surveys of more than 1,000 patrons attending an AFL game in Hobart in 2014 and 2015; detailed interviews with investors in AFL games, and consultation with impacted stakeholder and industry groups, including surveys of hospitality businesses.
“We always knew the spin-offs for Hobart from AFL matches were significant, including high spends with accommodation houses, restaurants, retail shops, airlines and tourist destinations so it is very pleasing to see that this report confirms our thinking,” Lord Mayor of Hobart, Alderman Sue Hickey said.
“In addition to these commercial benefits, the report also notes that spending associated with AFL games in Hobart is estimated to have generated in the order of 223 jobs which means a benefit of around $5 million dollars being returned directly to Tasmanian households.
“It is particularly gratifying to learn that for every dollar invested by the Hobart City Council, more than $27.48 in benefits were returned to our residents and ratepayers.
“As we look forward to a very strong AFL fixture for 2016, including our first Friday night game, this report is testament to how important major events are to Hobart’s economic prosperity and community and social vitality.
“I would like to thank Carl Dilena, the North Melbourne Football Club and the AFL for delivering such excellent games and community activities as part of the 2015 season in Hobart,” concluded the Lord Mayor.
With a blockbuster line-up in 2016 including games against Melbourne, Sydney and the first ever Friday night match in Tasmania against Richmond, the results are expected to be even better next year.
Key findings of The Socio-Economic Value of AFL Games in Hobart, 2015:
• For every dollar invested by the community, $2.65 in benefits was returned to Tasmania.
• More than 75 per cent of HCC residents surveyed valued the benefits of AFL games in Hobart and were willing to pay for them.
• For every dollar invested by the Hobart City Council, more than $27.48 in benefits were returned to their residents and ratepayers as opposed to 22:1 in 2014
