Appendix 1 Royal National Mòd 2024 Evaluation Report
Argyll and Bute Council · 20 February 2025
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TOURISM RESOURCES COMPANY Management Consultancy and Research Services 20 FINTRY CRESCENT, BISHOPBRIGGS, GLASGOW G4 1SH Tel: 0141-353 1143 Email: info@tourism-resources.co.uk www.tourism-resources.co.uk Royal National Mòd 2024 Evaluation November 2024
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TABLE OF CONTENTS Page 1 introduction 1 1.1 Background 1 1.2 Objectives 1 1.3 Funding 1 1.4 Report Structure 1 2 Survey Results 2 2.1 Introduction 2 2.2 Visitor Profile 2 2.3 Awareness of Event 2 2.4 Competitors 3 2.5 Accommodation 3 2.6 Rating of Event 4 2.7 Visitor Attendance at the Event 5 2.8 Oban Aspects Engaged With 7 2.9 Rating of Oban 7 2.10 Online Participation 8 2.11 Gaelic Skills and Social Impacts 9 2.12 Other Comments 12 3 Economic Impact Assessment 13 3.1 Introduction 13 3.2 Economic Impact Assessment Method 13 3.3 Visitors 13 3.4 Expenditure 14 3.5 Gross to Net 15 3.6 Before/After The Mòd 16
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3.7 Guests, Officials, Volunteers, Media and Traders 16 3.8 Organiser’s Expenditure 16 3.9 Total Net Additional Direct Expenditure 17 3.10 Output, GVA and Employment 17 3.11 Return on Investment 17 4 Conclusions 18 4.1 Introduction 18 4.2 Visitor Profile 18 4.3 Views on the Event 18 4.4 Views on Oban 19 4.5 Online Participation 19 4.6 Gaelic Skills and Social Impacts 19 4.7 Other Comments 20 4.8 Economic Impacts 20
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -1- 1 INTRODUCTION This report provides an evaluation of the Royal National Mòd 2024. 1.1 Background The Royal National Mòd is organised by An Comunn Gàidhealach (The Highland Association) which was founded in Oban in 1891. Famous for celebrating Gaelic linguistic and cultural heritage, Scotland’s premier Gaelic festival provides opportunities for people of all ages to perform across a range of competitive disciplines including Gaelic music and song, highland dancing, instrumental, drama, sport and literature. This year’s Festival took place from 11th to 19th October 2024 in Oban. 1.2 Objectives The objectives of the evaluation are to allow the Client to report back to funders, assess the economic impact of the Festival and to gather feedback to inform future delivery. 1.3 Funding Total public sector funding was £429,520 comprising: Argyll & Bute Council (£140,000); Bòrd na Gàidhlig (£133,250); Scottish Government (£132,000); EventScotland (£20,000); and Creative Scotland (£4,000). 1.4 Report Structure The remainder of this report is structured as follows: Chapter 2: Survey Results; Chapter 3: Economic Impact Assessment; and Chapter 4: Conclusions.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -2- 2 SURVEY RESULTS 2.1 Introduction This Chapter provides analysis of the visitor survey, which was conducted online after the event. A total of 464 surveys were completed, giving a standard error of +/-4.5% (robust for economic impact purposes). 2.2 Visitor Profile A total of 74% of adult visitors were female, 24% male and 1% identify in another way. The table below outlines the age range of adult visitors with the most common age groups being 45-54 (26%) and 65-74 (20%). Age Range of Adult Visitors Age Bands % 16-25 5% 26-34 5% 35-44 17% 45-54 26% 55-64 17% 65-74 20% 75+ 9% Total 100% 2.3 Awareness of Event How people found out about the Mòd 2024 is given in the table below. How They Found Out About The Mòd 2024 Sources % Have always known about the Mòd 61% Have attended the Mòd previously 50% Word of mouth 31% An Comunn Website 27% Social media 20% Mòd competition online programme 15% Mòd competition printed programme 11% Mòd fringe printed programme 8% Mòd fringe online programme 7% Social media advertising 7% Radio/television 7% Newspaper/magazine 6% Other 3% Other website 1% School 1% I was passing by <1%
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -3- The most common ways of finding out were having always known about the Mòd (61%), attended previously (50%), word of mouth (31%), An Comunn website (27%) and social media (20%). The most common ways to buy tickets were online (59%) and at venues during the event (35%). Those stating ‘other’ were where someone else had bought the tickets. Main Method for Buying Tickets Method % Online 59% At venue(s) during the event 35% At venue(s) in advance of event 6% Other <1% Total 100% 2.4 Competitors A total of 30% of respondents had competed at the Mòd 2024. Just over three- quarters (76%) were part of a choir and 19% were a solo performer. 2.5 Accommodation Of those who required an overnight stay, the most common types of accommodation were hotel (42%), self-catering (26%) and guest house/B&B (15%).
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -4- 2.6 Rating of Event Ratings for different aspects of the event are given in the table below. Rating of the Event Very Good Good Average Poor Very Poor Organisation 59% 31% 8% 1% 1% Competition venues 48% 37% 12% 3% - Information 41% 40% 15% 3% 1% Mòd Fringe events 56% 34% 9% <1% <1% Buzz / overall atmosphere 71% 23% 6% 1% - The event is highly thought of with ratings of very good/good for buzz/overall atmosphere (94%), organisation (90%), fringe events (90%), competition (85%) and information (82%). The most commonly suggested improvements to the event in the future were: Corran Halls need improvements (2%); Some more translations to English (2%); and Online booking needs improvements (2%). A total of 92% stated that they were very likely/likely to recommend the Mòd to friends/family. 42% 26% 15% 10% 3% 3% 1% Type of Accommodation
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -5- 2.7 Visitor Attendance at the Event Larger proportions attended later in the week. Four-fifths had attended at least one previous Mòd in the last 10 years. 61% 31% 5% 2% 1% Very Likely Likely Neither Likely nor Unlikely Unlikely Very Unlikely Recommend the Mòd to Friends/Relatives 25% 29% 20% 38% 50% 56% 63% 58% 42% Fri 11th Sat 12th Sun 13th Mon 14th Tue 15th Wed 16th Thu 17th Fri 18th Sat 19th Days Attended
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -6- Of returning visitors, just under two-thirds (66%) considered this year’s event as much better/better, with 31% reporting it was of the same quality as in previous years. A total of 90% stated that they are very likely/likely to attend the Mòd 2025 in Fort William. 58% 50% 33% 31% 49% 44% 47% 38% 46% 38% 20% Attendance at Previous Mòds 32% 34% 31% 3% 0% Much better Better On a par with Poorer Much poorer Mòd 2024 Compared to Previous Years
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -7- 2.8 Oban Aspects Engaged With Almost all (98%) visited local restaurants/cafes/pubs, 90% local shops and 78% local visitor attractions/places of interest. 2.9 Rating of Oban Ratings for different aspects of Oban are given in the table, over. 70% 20% 5% 3% 2% Very Likely Likely Neither Likely nor Unlikely Unlikely Very Unlikely Attend Next Year’s Mòd in Fort William 98% 90% 78% Local restaurants / cafes /pubs Local shopping Local visitor attractions / places of interest Oban Aspects Engaged With
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -8- Rating of Oban Very Good Good Average Poor Very Poor Oban as host destination 80% 16% 4% 1% - Local shopping 42% 42% 14% 2% 1% Local restaurants/cafes/pubs 57% 34% 8% <1% - Accommodation 48% 35% 13% 2% 1% Local visitor attractions/ places of interest 49% 42% 9% 1% - Oban is highly thought of with 96% rating it very good/good as a host destination. Different aspects are also highly rated as very good/good for local restaurants/cafes/pubs (92%), local visitor attractions/places of interest (91%), accommodation (84%) and local shopping (83%). A total of 86% said they were very likely/likely to return to Oban for a future leisure visit. 2.10 Online Participation For those engaging online, 14% competed online, 69% watched live streaming and 17% did both. 56% 30% 10% 3% 0.5% Very Likely Likely Neither Likely nor Unlikely Unlikely Very Unlikely Return to Oban for a Future Leisure Visit
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -9- A total of 69% would have taken part in the Mòd anyway, even if it hadn’t been available online. Engaging Online % Made me want to go to the Mòd in 2025 75% Made we want to get more involved in Gaelic culture in the future 42% Raised my awareness of Gaelic culture 25% Allowed me to participate even though I could not travel to Oban 8% Allowed our local group / choir to take part even though we could not travel to Oban 8% Engaging online made three-quarters want to go to the Mòd in 2025 and 42% to get more involved in Gaelic culture in the future. For a quarter it raised their awareness of Gaelic culture. For a small proportion 8% it allowed them to participate and for 8% their local choir to participate. 2.11 Gaelic Skills and Social Impacts All respondents were asked about their Gaelic language skills. A total of 35% of respondents considered themselves to be a fluent Gaelic speaker, with 29% stating that they had some/limited knowledge
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -10- A further 17% described themselves as a learner and 5% as an enthusiast/novice. Only 13% said that they did not speak any Gaelic. Mòd Impacts on Gaelic Strongly agree Agree Neither Agree/ Disagree Disagree Strongly disagree Encouraged me to improve my Gaelic language skills 37% 30% 28% 4% 2% Increased my awareness of Gaelic arts 30% 34% 33% 3% 1% Increased my understanding of Gaelic arts 27% 32% 36% 3% 1% Encouraged me to use Gaelic more often 33% 33% 27% 6% 2% Enhanced my Gaelic skills 24% 30% 36% 8% 3% Led me to believe more strongly that Gaelic is important in Scotland 50% 28% 19% 2% 1% The Mòd has led 78% to believe more strongly in the importance of Gaelic. For 64% it has increased their awareness and 60% their understanding of Gaelic arts. It has encouraged 67% to improve their Gaelic language skills and 65% to use Gaelic more often. For 53% it has enhanced their Gaelic skills. How often respondents participate in Gaelic cultural events/activities is given in the figure, over.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -11- Just over two-thirds (67%) participate at least once every three months. The Mòd has inspired 72% of respondents to attend Gaelic events/activities more frequently. The Mod is beneficial to the mental health of 71%, encourages 75% to engage socially and for 80% is a great way to meet friends. 30% 42% 24% 3% 1% Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Inspired to Attend Gaelic Events / Activities More Frequently
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -12- Health and Social Impacts Strongly agree Agree Neither Agree/ Disagree Disagree Strongly disagree Been beneficial to my mental health 35% 36% 26% 3% 1% Encouraged me to engage socially 37% 38% 23% 2% 1% Been a great way to meet friends 48% 32% 17% 2% 1% 2.12 Other Comments Respondents were asked if there were any other comments they would like to make about the event. The most common were: Fantastic/great/enjoyable event (15%); Oban a great location for the Mòd (9%); Great organisation (5%); Friendly/helpful staff/volunteers (5%); Great buzz/atmosphere (5%); and Oban great as everything in walking distance/close together (4%).
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -13- 3 ECONOMIC IMPACT ASSESSMENT 3.1 Introduction This Chapter provides an assessment of the economic impact of The Mòd. 3.2 Economic Impact Assessment Method The approach to the economic impact assessment is given in the figure below. Economic Impact Assessment Method 3.3 Visitors 3.3.1 Visitor Numbers The event organisers have provided us with the total number of competitors at the event which was 2,718. From the survey we can then calculate a ratio of competitors to spectators. This was 2.29, which equates to 6,215 spectators. This gives a total of 8,933 visitors.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -14- Number of Visitors Number % Day 1,787 20% Overnight 7,146 80% Total 8,933 100% The pattern of spectator behaviour varies by day and overnight visitor, and by origin, therefore these have been analysed separately in order to derive the economic impact. Visitors by Type and Origin Day Overnight Argyll & Bute 16.0% 10.5% Elsewhere in Scotland 4.0% 63.0% Elsewhere in UK - 1.8% Overseas - 4.8% Total 20.0% 80.0% The most common origin for visitors was from Elsewhere in Scotland (67%). The most common local authority areas were Argyll & Bute (27%), Highland (17%), Comhairle nan Eilean Siar (17%), Glasgow (7%) and Edinburgh (5%). 3.4 Expenditure The average daily expenditure for visitors is shown in the table below. Average Daily Expenditure Day Overnight Argyll & Bute £19.34 £107.55 Elsewhere in Scotland £19.07 £114.55 Elsewhere in UK - £108.50 Overseas - £99.92 The average length of stay for overnight visitors is given in the table below. Average Length of Stay Argyll & Bute Argyll & Bute 2.9 Elsewhere in Scotland 3.6 Elsewhere in UK 3.7 Overseas 4.1
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -15- Gross expenditure is calculated as follows: Ge = ndv.edv + nov.eov.al Where Ge gross expenditure ndv number of day visitors edv average daily expenditure of day visitors nov number of overnight visitors eov average daily expenditure of overnight visitors al average length of stay Applying the formula gives gross expenditure of £2,918,100. 3.5 Gross to Net Calculating the net impact of the event, which is the true measure of the economic benefit to Argyll & Bute, requires taking account of: Deadweight; Leakage; Displacement; and Multiplier effects. Deadweight The event required public sector funding for it to take place so the level of deadweight is zero. Leakage Expenditure that takes place outside the geographic area at which the economic impact is being assessed is leakage. The level of leakage has been considered throughout the calculation process, based on where the expenditure of visitors and the event organisers has taken place. Displacement Displacement is a measure of the extent to which the event has simply moved expenditure from one part of the economy to another (i.e. removal of casual visitors). The following information has been used from the survey to calculate the displacement levels:
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -16- Visitor origin; Importance of the event in the decision to visit the area; and Counterfactual i.e. what visitors would have done in the absence of the event. Displacement (%) Day Argyll & Bute 94 Elsewhere in Scotland 0 Overnight Argyll & Bute 93 Elsewhere in Scotland 4 Elsewhere in UK 14 Overseas 16 Taking account of leakage and displacement gives net direct additional expenditure of £2,405,466. 3.6 Before/After The Mòd Some visitors stayed in Argyll & Bute before and/or after the Mod. Following the processes above gives net direct additional expenditure of £115,169. 3.7 Guests, Officials, Volunteers, Media and Traders There is also expenditure from guests, officials, volunteers, media and traders1 visiting the local area. Following the same processes as set out above gives net additional expenditure of £40,812. 3.8 Organiser’s Expenditure The event organiser’s expenditure has been assessed on the basis of: The total income generated by the event and where it came from; Where the money was spent geographically; and The net effect of that expenditure on the economy. The total organiser’s expenditure was £549,442, based on data provided by the event organisers2. 1 Temporary onsite traders. 2 Includes staff and overheads.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -17- The income for the event sourced from Argyll & Bute was £158,342, whilst the expenditure in Argyll & Bute was £145,000. The net organiser’s spend in Argyll and Bute was -£13,342. 3.9 Total Net Additional Direct Expenditure The total net direct additional expenditure is £2,548,104. Net Additional Direct Expenditure Visitors £2,405,466 Stay Before/After £115,169 Guests, Officials, Volunteers, Media & Traders £40,812 Event Organisers -£13,342 Total £2,548,104 3.10 Output, GVA and Employment The following factors were used to translate this expenditure into output, GVA and employment. Conversion Factors Factors Output 1.42 GVA:Ouput 0.53 Employment £57,000 This gives net additional impacts as set out in the table below. Net Additional Impacts Impacts Output £3,618,308 Gross Value Added £1,910,935 FTEs 63 3.11 Return on Investment The return on investment for the funders is given in the table below. Return on Investment Argyll and Bute Council £1:£26 Bòrd na Gàidhlig £1:£27 Scottish Government £1:£27 EventScotland £1:£181 Creative Scotland £1:£905
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -18- 4 CONCLUSIONS 4.1 Introduction This Chapter provides the conclusions for the study. 4.2 Visitor Profile A total of 74% of visitors were female, 24% male and 1% identify in another way. The most common age groups for adult visitors were 45-54 (26%) and 65-74 (20%). The most common local authority areas were Argyll & Bute (27%), Highland (17%), Comhairle nan Eilean Siar (17%), Glasgow (7%) and Edinburgh (5%). The most common ways in which visitors found out about the event were having always known about the Mòd (61%), attended previously (50%), word of mouth (31%), An Comunn website (27%) and social media (20%). The most common ways to buy tickets were online (59%) and at venues during the event (35%). The most common forms of accommodation were hotel (42%), self-catering (26%) and guest house/B&B (15%). 4.3 Views on the Event The event was highly thought of with ratings of very good/good for buzz/overall atmosphere (94%), organisation (90%), fringe events (90%), competition (85%) and information (82%). A total of 92% are very likely/likely to recommend the Mòd to friends/family. The most commonly suggested improvements were that the Corran Halls need improvements, some more translations to English and online booking needs improvements (all 2%). Four-fifths had attended at least one Mòd in the last 10 years. Of returning visitors, just under two-thirds (66%) considered this year’s event as much better/better, with 31% reporting it was of the same quality as in previous years. A total of 90% stated that they are very likely/likely to attend The Mòd 2025 in Fort William.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -19- 4.4 Views on Oban Almost all (98%) visited local restaurants/cafes/pubs, 90% local shops and 78% local visitor attractions/places of interest. Oban is highly thought of with 96% rating it very good/good as a host destination. Different aspects are also highly rated as very good/good for local restaurants/cafes/pubs (92%), local visitor attractions/places of interest (91%), accommodation (84%) and local shopping (83%). A total of 86% said they are very likely/likely to return to Oban for a future leisure visit. 4.5 Online Participation A total of 69% watched live streaming and 14% competed online, with the remaining 17% doing both. A total of 69% would have taken part in the Mòd anyway, even if it hadn’t been available online. Engaging online made three-quarters want to go to the Mòd in 2025 and 42% to get more involved in Gaelic culture in the future. For a quarter it raised their awareness of Gaelic culture. For a small proportion of 8% it allowed them to participate and for 8% their local choir to participate. 4.6 Gaelic Skills and Social Impacts A total of 35% of respondents considered themselves to be a fluent Gaelic speaker, with 29% stating that they had some/limited knowledge. A further 17% described themselves as a learner and 5% as an enthusiast/novice. Only 13% said that they did not speak any Gaelic. The Mòd has led 78% to believe more strongly in the importance of Gaelic. For 64% it has increased their awareness and 60% their understanding of Gaelic arts. It has encouraged 67% to improve their Gaelic language skills and 65% to use Gaelic more often. For 53% it has enhanced their Gaelic skills. Just over two-thirds (67%) participate at least once every three months in Gaelic cultural events/activities. The Mòd has inspired 72% to attend Gaelic events/activities more frequently. The Mod is beneficial to the mental health of 71%, encourages 75% to engage socially and for 80% is a great way to meet friends.
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Royal National Mòd 2024 Tourism Resources Company Evaluation November 2024 -20- 4.7 Other Comments Respondents were asked if there were any other comments they would like to make about the event. The most common were fantastic/great/enjoyable event (15%), Oban a great location for the Mòd (9%), great organisation (5%), friendly/helpful staff/volunteers (5%), great buzz/atmosphere (5%); and Oban great as everything in walking distance/close together (4%). 4.8 Economic Impacts Total visitor attendees was 8,933. A total of 74% of visitors were from outside Argyll & Bute and 80% stayed overnight. The economic impacts are summarised in the table below. Net Additional Impacts Argyll & Bute Net Direct Expenditure £2,548,104 Output £3,618,308 GVA £1,910,935 Employment (FTEs) 63 The ROIs are given in the table below. Return on Investment Argyll and Bute Council £1:£26 Bòrd na Gàidhlig £1:£27 Scottish Government £1:£27 EventScotland £1:£181 Creative Scotland £1:£905