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 you work for a council that 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 goes beyond ticket sales. The real payoff is in economic stimulation, destination awareness, and community pride — but only when you get the right strategy in place for the region’s events.

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 itself only 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 recommendations, and even potential new residents or investors.

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

3. Events 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 - if businesses proactively leverage them!

4. Events 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 Council delivering 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’s strengths, attract desired visitors, and deliver measurable outcomes.

So... are events 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 and community-benefitters!

Note: This article was written with the support of AI.