A County in Utah Started tracking their special event data and here is what spawned from it.
Wasatch County in Utah recently decided to track all event data. This data was compiled by the tourism department and county records. The goal was to figure out how much tax revenue each event generated. Looking at the numbers can lead to some beautiful questions.
Here is why you should track your event data
Depending on where you live and how big your county is. Tracking data from all the local events can be costly and time-consuming. Yet it can be rewarding to know which event is moving the needle. Data offers us a chance to dig deep into the numbers and find trends.
The intriguing part of collecting data was what spawned from this process. To address event burnout. The city invented a special events advisory board which consulted the city council. These viewpoints were provided by local citizens.
Say what?!? Locals providing insight…..
Over the years I have attended many happenings. Booked bands and DJs for events, and cold-called countless committee boards. In my experience, boards have been tougher to break than a master lock. They consider feedback the static noise that comes out of the PA during soundcheck.
Gathering insight from outside sources is beneficial for growth. It offers a glimpse into the way other industries engage and operate. If you have five members on the citizens’ special events committee board. And each member is in a completely different field, then the insight is invaluable.
You have a local artist, a doctor, a lawyer, a mechanic, and a teacher. Could you imagine the feedback you would be able to capture? I love looking at other industries for insights.
Why would your event suffer from fatigue? New perspectives always enlighten us. I recently received insight from a drone pilot for my entertainment company. The knowledge he provided offered me a new avenue for monetization.
I encourage all event committees and music venues to look outside the box. Open yourself up to new ideas. Add input lines such as a Special Events Advisory Board. This is how the first POP-UP-Museum came about.
Stay small but think big!
