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Legislative Assembly for the ACT: 2000 Week 11 Hansard (28 November) . . Page.. 3316 ..

MS CARNELL (continuing):

analysis of media coverage associated with publicity value. Race day coverage in Australia and New Zealand for about 10 hours accounted for a total collective audience of 1.663 million people. Top ratings were obtained in Brisbane and New Zealand. Eighteen news programs provided news on the GMC 400 to a total audience of 7.63 million people. The largest audience was 2.6 million people on channel 10.

The GMC 400 has indeed provided Canberra with extremely valuable publicity. The publicity has helped to portray the national capital as a vibrant city and a place for people to enjoy and have fun watching sporting events. The event has certainly helped to dispel the perception that Canberra is a city inhabited by politicians and merely a home for national monuments.

During the GMC 400, Taylor Nelson Sofres undertook a survey of spectators and teams to define approximate visitor numbers, visitor satisfaction, recall of sponsor, economic impact and visitor behaviour while in Canberra. Estimated total benefit for Canberra as a result of the GMC 400 is $13.2 million, exceeding the target of $10.4 million for the first year. An independent survey by Taylor Nelson Sofres states that spectators and teams who attended the event spent an estimated $8.79 million. Interstate visitors spent over $4.3 million, Locals spent $3.6 million, and the interstate teams competing in the race spent $834,486.

Spectators spent at the event an average of $61.14 per person, with visitors coming to Canberra specifically for the event spending more ($103.04) than locals ($46.74). Visitors to Canberra who specifically came to see the GMC 400 spent $322 per person. When that amount is added to the $103 spent at the event, they spent approximately $425 per person. No-one will ever say not enough information was provided on this event.

Teams visiting Canberra spent $540.47 on average while in Canberra. The V8 teams spent more on average ($550.40) than support teams ($522.98). Team members stayed on average 4.1 nights in Canberra, usually in hotels and motels (63 per cent) or in serviced apartments (20 per cent). V8 teams typically stayed in hotels (93 per cent), while support teams stayed in a range of accommodation, including hotels (33 per cent), serviced apartments (33 per cent) and with family or friends (27 per cent).

Event revenue of $4.5 million came from non-government sources such as sponsorship and concessions. The GMC 400 generated substantial business activity through locally let contracts for race infrastructure. Businesses in Canberra and the region took on contracts worth over $4 million to supply events or items ranging from concrete barriers, security and cleaning services to traffic management, hire of portable buildings, communications, security, signage and much more.

The Taylor Nelson Sofres report has provided more information which further demonstrates the success of the event. Over 80 per cent of spectators said the event was good to very good, while 79 per cent said they would come back next year. Eighty-five per cent of locals surveyed said the GMC 400 was a good event and they would attend again next year. Eighty per cent could easily name GMC as the major sponsor. Of the 142 teams, three-quarters rated the event as good or very good.

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