Gauging potential demand for new events : A case study with a multi-stage, mixed method approach

Purpose – The purpose of this paper is to gauge potential interest in equestrian events for a proposed multi-use international horse park. Design/methodology/approach – Multi-stage, mixed methods were employed, including interviews with industry professionals at competing horse parks, a survey of potential visitors and an economic impact analysis. Findings – Both industry professionals and equine tourists felt that the proposed facility had the potential to succeed with an international horse park especially as it already has a strong equine culture. Potential visitors already possess a high awareness of city as an equestrian tourist destination, and the majority said they would visit the new facility to take part in, or watch equine events. At medium utilization, the facility has the potential to attract 225 events to the park annually, attracting approximately 428,000 attendees. This would have an annual spending impact of about US$38 million, generating 575 full-time jobs. Practical implications – Based on the results, a number of recommendations were made to the local chamber of commerce by the researchers, but the key suggestion was that stakeholders in Aiken proceed cautiously with a phased approach to development. Originality/value – Despite the growing body of literature related to measuring the impacts of events, very few researchers have looked at the feasibility of new events, and the need to measure potential demand for a new facility. This paper is therefore unique and of great value to both researchers and practitioners.