Shaping events through competitor surveys

Since 1826 Cowes Week has played a key part in the British sporting summer calendar and is one of the UK’s longest running and most successful sporting events. It now stages up to 40 daily races for around 1,000 boats and is the largest sailing regatta of its kind in the world.

In 2013, Aberdeen Asset Management Cowes Week (Aug. 3-10) saw an increase in overall entry and visitor numbers, plus online interaction figures which already surpass the totals seen for the whole of 2012, a tribute to one of the best event websites in the sport.

Following the 2013 edition, event organizers have published the findings from competitor surveys. There are likely some tips here that all events can benefit from…here are a few:

The Under 25 initiative to encourage youth entries was a hit
Livestreaming and online photo sharing increased website traffic
Keep the music low enough to allow conversation
Ensure toilets are plentiful and clean
Seek to limit alcohol‐fuelled antisocial behavior

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