Creating and Measuring Impact – Friday, Nov. 9 1145-1300

Summary
This session will focus on two tall ships event issues-marketing strategies and tactics for creating and communication superior customer experiences, and measuring the economic impact of the event.  Event organizers need to create exceptional customer experiences to drive desired economic, social, and environmental outcomes. They also need to be able to demonstrate the economic impact of the event to secure future sponsorship. These issues will be discussed during the session. 

Presenter
Dr. Brock Smith is a Professor of Marketing & Entrepreneurship, Winspear Scholar, and Entrepreneurship Area  Champion at the University of Victoria’s Faculty of Business.  He is co-author of a leading Marketing Principles textbook and has published respected academic research in journals such as the Journal of Marketing, the Academy of Management Journal, and Entrepreneurship Theory & Practice, among many others.  Dr. Smith conducted an economic impact study for the Tall Ships®  Victoria 2005 event, and is currently conducting economic impact studies for the Swiftsure Sailing event, and the MV Coho Ferry Service. He has also conducted Tourism Victoria’s Exit Survey research for over 12 years.

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