The research originated from a comprehensive review of the 2009 Sydney Gay and Lesbian Mardi Gras carried out by Events NSW. A face-to-face survey of over 1,200 attendees was carried out by an independent research company on Parade night as well as an online survey of more than 400 Mardi Gras Partygoers.
Key estimates include:
These results mean that Mardi Gras is one of the State’s best performing events on the NSW Master Events Calendar.
The review also included a media monitoring study that found Mardi Gras generated 448 press articles published in interstate and key NSW tourism markets, accounting for a cumulative circulation of over 40 million. Television and radio items broadcast in interstate markets had a cumulative audience of almost 17 million.
“We are delighted at the results this research has delivered,” said NMG CEO Anna McInerney. “Not only do they demonstrate what a major draw Mardi Gras is and its economic significance for the State, but they also help us understand our audience better.”
“Events NSW investment in New Mardi Gras has allowed us to pursue a growth strategy with confidence. There is enormous potential to increase both the volume and quality of visitation and we are absolutely determined to achieve this.”
Events NSW CEO Geoff Parmenter said we are thrilled at the outcome of this research, which clearly shows Mardi Gras is an important Sydney event that successfully drives tourism and generates significant economic benefit for NSW.
“In our role as strategic partner, we worked closely with New Mardi Gras in developing an enduring and sustainable business model that has ensured a future for the event in Sydney.
“Sydneysiders should be very proud of this iconic event. It showcases the diversity of our city to the world and we are confident Mardi Gras will continue to deliver for the State over the coming years.
Mardi Gras did not comment in this release as to its forecast on the possible impact of the Parade and Party split in 2010, as to wether Events NSW sees the split as a benefit to the states tourism, influx of people or impact, or if it sees it as a potential downturn.