The Travelers Championship is a PGA TOUR event that takes place at TPC River Highlands in Cromwell, Connecticut. The stakeholders of the tournament were interested in better understanding the economic effects of the week-long professional golf tournament on the state’s economy. The following year, leadership came back to CERC seeking to gain clarity concerning overall satisfaction of the attendees of the week-long event and to understand the attendees’ time and spending habits once at the tournament.
Stakeholders did not have a clear understanding of the economic impact of the tournament on Connecticut. Leaders were also interested in customer satisfaction and spending habit data.
CERC conducted an economic impact analysis to evaluate the contributions that the Travelers Championship has on Connecticut’s economy and provided a comprehensive technical report, executive summary outlining key findings and presentation of the data. CERC also developed a systematic intercept survey, and tabulated and analyzed the data providing an executive summary outlining the key findings along with a comprehensive set of data tables. A presentation of the survey findings was made at the annual Travelers board meeting.
The Travelers Championship now has an understanding of the impact of the tournament on Connecticut, which is valuable information for them and their donors. The attendee survey data is not only useful for marketing purposes, but it helps them to know what areas to focus on when planning the event to give attendees more of what they are looking for.