Are events worth the effort? What councils need to know about event ROI

Delivering events is no small feat — so is it worth it?
If your council is investing time, staff, and budget into running or supporting events, you’ve likely asked: Are we getting the return we need?

In regional communities, the value of events often goes beyond ticket sales. The real payoff is in economic stimulation, destination awareness, and community pride — but only when you get the right event strategy in place.

Here’s what councils need to know about the true ROI of events — and how to measure it.

1. Events drive visitor spend (when done well)

The Mistake:
Measuring ROI only by profit from ticket sales or event costs vs income.

The Reality:
Events drive visitor spend in local accommodation, dining, retail, and attractions. A well-run regional event can inject hundreds of thousands into the local economy — even if it breaks even financially.

Tip: Use consumer spend data like Spendmapp to understand the real impact.

2. Events attract first-time visitors

The Opportunity:
Events provide a compelling reason for people to visit your region who otherwise wouldn’t. And first-time visitors = future return visitors, word of mouth, and potential new residents or investors.

Key: Make sure your event is tied to other local experiences so it’s not a one-hit wonder.

3. They strengthen local business networks

The Outcome:
Events open doors for local businesses to collaborate, trial new ideas, and reach new customers. That vibrancy supports long-term tourism and community development.

4. They build community identity and pride

The Insight:
A strong, consistent event can shape how a community sees itself and is seen by others. Events can revive main streets, activate public spaces, and increase resident satisfaction.

This social return on investment is harder to measure — but just as valuable.

5. Not all events are created equal

The Trap:
Investing in every event that applies for support. Or running Council-led events without clarity on purpose, audience, or fit with the visitor economy.

The Fix:
Develop a clear event strategy. Prioritise events that align with your destination strengths, attract the right audiences, and deliver measurable outcomes.

So... are they worth it?

Yes — when they are strategically selected, well supported, and measured effectively.

Events are a powerful tool for regional development, but they need to be part of a bigger plan, not a standalone activity.

Need help building a strategy that makes your region’s events more impactful and easier to manage?

Check out our Regional Event Strategy Services and let’s turn your events into long-term economic drivers.