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Software provider and association co-produce 'credible' event calculator


A US-based software company has collaborated with an international association to produce a tool which, it claims, can accurately measure the economic return on events. Simpleview has incorporated its destination management system, simpleview CRM, into Destination Marketing Association International’s (DMAI) Event Impact Calculator.

It means users – such as destination marketing organisations (DMO) or convention bureaux  -  can calculate the value of an event and report its return on investment to the destination. The combined product incorporates tools for forecasting and reporting marketing efforts, which, according to simplieview, gives the industry ‘a dynamic and credible industry standard to quantify the impact in terms of direct expenditures, taxes, employment and wages’.

Ryan George, CEO of the Arizona-based company, said the tie-up with DMAI would be useful for DMO staff members to prove the worth of the overall meetings and convention business.

“From recent conversations I have had with destination marketers, this new tool from DMAI will help add credibility for the entire industry,” he said.  “I am proud that we were part of a initiative that will better prepare tourism professionals when advocating for the on-going development and growth of the meetings sector,” he said.

DMAI’s calculator is updated annually through several sources, including survey data supplied by Tourism Economics, which is an Oxford Economics company, and city-specific data. It is the association’s goal to develop an industry-wide standard for determining the direct and indirect impacts of a meeting to a region.

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