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The Honorable City Council
Page 5
NOODLE ӏ The Thinkers Convention: Economic and Fiscal
Impact, Event Expenditures, and Planned Public Release
Patron Response and Return Intent
Patron sentiment was strongly positive. Approximately 51.3 percent of
surveyed patrons rated the event “awesome” and 17.1 percent rated it “very
good,” a combined favorable rating of roughly 68 percent. When asked about
returning, approximately 73.5 percent said they would be very likely and 12.0
percent likely to attend again, a combined 85 percent, or nearly nine in ten.
This level of stated return intent is the single strongest indicator in the data
that the event can build a durable and growing audience. Patron suggestions
for improvement clustered around a consistent, actionable set of themes:
earlier and broader marketing and awareness, weather contingency including
indoor or tented options, more local speakers and vendors, expanded food
options and beverage permitting, clearer wayfinding and improved
accessibility for patrons with disabilities, and improved media credentialing.
These are operational refinements well within reach for a second year.
Brand and Intangible Value
Beyond the modeled economics, the convention produced significant earned
attention. The city’s own tracking of a selection of social media posts recorded
roughly 198,000 points of engagement, and the event generated regional
news coverage and national-caliber name recognition for downtown Newport
News. Consistent with the ISR study’s approach, a dollar figure has not been
attached to this exposure, but it represents the category of value the event was
designed to create and is central to the case for continuing events like it. Name
recognition, reputation, and a reputation for civic vibrancy are difficult to
purchase outright, and the first year established the beginning of all three.
In Conclusion
The first year of NOODLE gave the city something difficult to purchase
outright: a national audience’s attention and a credible claim to a new kind of
civic vibrancy. The economics of a first year event rarely tell the whole story,
and this one is no exception.
As always, please contact me with any questions
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Alan K. ArcherJump to an indexed page (6 of 6)