Northern Territory Major Events Company

2018 Event Evaluations


Northern Territory Major Events Corporation (NTMEC) sought to understand the value provided to Darwin and the Northern Territory through the direct investment and support of multiple events within their 2018 events calendar, including the V8 Supercars and BASSINTHEGRASS.


MI Associates designed a custom online research program distributed to Ticketing databases to gather the data required to conduct a Direct Visitor Expenditure Analysis. MI Associates also collected other relevant metrics including attendee purchasing behaviour, event satisfaction, sponsor engagement and awareness, and attitudes towards Government investment in major events. MI Associates also deployed a field team to conduct face-to-face research to gain a comprehensive understanding of the attendee demographics and reasons for attendance.


An Economic Impact and Event Analysis report provided NTMEC with a thorough understanding of a variety of aspects relating to their event portfolio. By providing a Direct Visitor Expenditure Analysis, the economic benefit could be compared with other major events receiving investment from NTMEC. Additionally, the research provided detailed insights into attendee demographics, reasons for attendance, overall satisfaction and potential areas for improvement that could be incorporated into future event KPIs and ensure the events continue to grow. The report has provided valuable evidence to support the decision-making around further investment and support provided by NTMEC.