Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
1. Hosting the Final Presidential Debate of 2012
An Examination of Impact & Associated Benefits
Lynn University January 31, 2013
Office of Institutional Research, Planning & Assessment
2. Hosting the Final Presidential Debate of 2012
An Examination of Impact & Associated Benefits
Jason L. Walton, Chief of Staff
2012 Debate Co-Chair
Lara Martin, Director
Office of Institutional Research Planning & Assessment
Lynn University
3601 North Military Trail
Boca Raton, FL 33431-5598
January 31, 2013
61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
3. Table of Contents
Background.............................................................................................1
Introduction...........................................................................................2
Economic Impact Analysis...................................................................3
Traditional Media Metrics.................................................................33
Web & Social Media Metrics............................................................52
Associated Benefits............................................................................57
61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
4. Background Obama - Romney | Lynn University, Boca Raton, FL | October 22, 2012
On October 22, 2012, Lynn University hosted
the third and final presidential debate between
President Barack Obama and Republican
challenger and former Massachusetts
Governor Mitt Romney. The debate at Lynn
was the final of four debates (three presidential
and one vice-presidential) organized by the
Commission on Presidential Debates (CPD), a
non-profit, non-partisan, independent entity
formed in 1987 to ensure that debates, as a
permanent part of every general election,
provide the best possible information to Photo: Mark Abraham
viewers and listeners.
Lynn University submitted its application to the CPD to be a host location well over a year in advance of the debate
in the spring of 2011. Lynn was one of dozens of schools to express interest in serving as a host location nationally
and one of 12 institutions where the CPD actually conducted a site visit. The site selection review process
concluded on October 31, 2011 when all CPD host sites, including Lynn, were officially announced.
In the ensuing months, Lynn University campus buildings and grounds were transformed to accommodate the
national event. Lynn’s devoted trustees, faculty, staff, students, and alumni worked diligently with elected officials,
local governments and agencies, United States Secret Service, other law enforcement representatives, education
partners, business sector representatives, cultural arts organizations, and numerous other entities and individuals
to ensure that the final presidential debate of 2012 would be a success.
1 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
5. Introduction
Hosting the final presidential debate of 2012 represented a substantial commitment of time, resources and personnel
for Lynn University. The Office of Institutional Research, Planning and Assessment (IRPA) at Lynn University was
engaged to conduct this examination to obtain the best possible view of the positive effects generated by the October
22 event. IRPA was responsible for the design and coordination of the report. Consulted third-party sources and
research affiliates are listed below:
@gov
Twitter
Government
2 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
7. M E T H O D O LO G I E S & DATA S O U R C E S
FACILITY AND OPERATIONAL SPENDING
Cash spending estimates Lynn University accounting records
Donation estimates Lynn University accounting records
Economic modeling Enigma Research Special Events Impact Model
DELEGATE AND MEDIA SPENDING
Attendance estimates Accreditation records
Delegate spending estimates Palm Beach County CVB spending data
Spectator spending estimates Boca Raton and Delray Beach event organizers
Media spending estimates Online survey of 200 accredited media
Economic modeling Enigma Research Special Events Impact Model
ANCILLARY EVENT SPENDING
Attendance estimates Boca Raton and Delray Beach event organizers
Spectator spending estimates On-site survey of 300 spectators
Ancillary event operational expenses Boca Raton and Delray Beach event organizers
Economic modeling Enigma Research Special Events Impact Model
NATIONAL AWARENESS AND LEGACY EFFECT
Awareness estimates ORC National Survey of 1,000 adults
Legacy effect spending estimates Palm Beach County CVB spending data
Economic modeling Enigma Research Special Events Impact Model
4 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
8. Highlights
1. Economic impact of final presidential debate estimated at $13.1M in Palm Beach County
• Economic impact resulted from estimated $8.1M in new spending related to event
• New spending derived from facility spending, operations, non-local delegates (CPD staff, campaign staff, invited
guests and media) and ancillary events
• Estimate includes direct, indirect, and induced impact
2. Considerable employment and tax revenue supported by debate-related spending
• New spending supported equivalent of 125 full-year jobs in Palm Beach County
• Approximately half of employment in accommodations, food services, entertainment, and recreation
• Estimated $1.4M in tax revenue shared by three levels of government
3. High proportion of Americans followed the debate and were aware of location
• National telephone survey estimated that 187.8M U.S. adults (79%) either watched or followed the debate
• Estimated 99.9M U.S. adults (42%) were aware that the debate was held in Boca Raton or Palm Beach County
• 68.9M (29%) knew the debate was held at Lynn University
5 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
9. Highlights continued
4. Local attendees spent $1.7M at ancillary events
• On-site surveys at Rock the Vote and Spin the Vote estimated that local residents spent $1.7M
• Most local spending ($1.4M) was on food and beverage at or near the event sites
• While not considered new spending or economic impact, demonstrates local support for event
5. Final presidential debate delivered non-economic benefits to residents
• Attendees at ancillary events and Red, White, and View were asked opinions of the event
• 91% of respondents were proud that Lynn University was hosting the final presidential debate
• 89% believed that Palm Beach County should host more high-profile events
6. Tourism Legacy Effect could be much greater than initial economic impact
• National survey estimated that 2% of U.S. adults were inspired to visit Palm Beach County after viewing the
debate
• Tourism Legacy Effect could bring thousands of tourists; millions in visitor spending
• While projections are highly speculative, findings suggest legacy can exceed impact of initial event
6 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
10. Section 1: Total Economic Impact of Final Presidential Debate
• Economic impact at special events is derived from any new spending which would never have occurred in a region
if the event did not take place. At the final presidential debate held at Lynn University, new spending resulted from
three main categories: facility and operational spending, delegate and media spending, and ancillary events.
• An estimated $8.1M in new spending occurred in the region as a result of the final presidential debate. This
included approximately $4.5M in facility and operational spending, $3.0M from delegates and media at the main site,
and $0.6M related to ancillary events Spin the Vote and Rock the Vote.
• Enigma’s Special Events Economic Impact Model estimated that the $8.1M in new spending resulted in an overall
economic impact of $13.1M in Palm Beach County. Enigma’s economic modeling system is based upon RIMS II
multipliers supplied by the U.S. Department of Commerce.
• Additionally, spending related to the final presidential debate supported an estimated $1.4M in tax revenue,
including $0.8M in federal taxes, $0.3M in state taxes, and $0.3M at the local level.
• The economic model also estimated that event-related spending supported the equivalent of 125 full-year jobs in
Palm Beach County.
• Approximately half the employment supported was in the accommodation, food services, entertainment, and
recreation sectors. Many other employment sectors were supported, including transportation, warehousing, retail,
and professional services.
7 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
11. DEBATE-RELATED SPENDING IN PALM BEACH COUNTY
FACILITY AND OPERATIONAL SPENDING
Facility and operational spending (cash) Cash expenditures related to hosting event $2,960,213
Facility and operational spending (donated Value of donated items related to hosting event $1,556,529
Total facility and operational spending Total $4,516,742
DELEGATE AND MEDIA SPENDING
Non-local delegate spending Spending by non-locals within Performing Arts Center $198,000
Non-local spectator spending Spending by non-locals at VIP and Red, White, and View $119,000
Non-local media spending Spending by non-local accredited and non-accredited media $2,662,000
Total delegate and media spending Total $2,979,000
ANCILLARY EVENT SPENDING
Non-local spectator spending Tourism spending at Spin the Vote and Rock the Vote $400,300
Operational spending Operational spending at Spin the Vote and Rock the Vote $190,425
Total ancillary event spending Total $590,725
Total debate-related spending $8,086,550
8 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
12. ECONOMIC IMPACT IN PALM BEACH COUNTY
DEBATE-RELATED SPENDING
Total debate-related spending $8.1M
Facility and operational spending $4.5M
Delegate and media spending $3.0M
Ancillary event spending $0.6M
ECONOMIC IMPACT, EMPLOYMENT, AND TAXES
Total economic impact (Industry Output) $13.1M
Direct and indirect impact $11.0M
Induced impact $2.1M
Employment supported (full-year job equivalents) 125
Total taxes supported $1.4M
Federal $0.8M
State $0.3M
Local $0.3M
9 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
13. TYPES OF EMPLOYMENT SUPPORTED: 125 jobs (full-year job equivalents)
Accomodation and food services 48
Arts, Entertainment, and Recreation 17
Transportation and Warehousing 16
Retail Trade 8
Professional, Scientific, and Technical Services 8
Administrative and Waste Management Services 6
Manufacturing 5
Healthcare and Social Assistance 5
Finance and Insurance 4
Real Estate Rental and Leasing 3
Other 5
0 12.5 25 37.5 50
10 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
14. Section 2: Facility and Operational Spending
• Preparing the site and producing the event involved considerable facility and operational
spending. These expenditures contribute to economic impact, as they would never have been
incurred if the final presidential debate did not take place at Lynn University. Only expenditures spent
locally can be considered, since goods and services purchased from other regions do not impact the
local economy.
• Most of the facility and operational expenses were cash expenditures incurred directly by Lynn
University and its partners. However, many goods and services were provided by sponsors and
donors. The value of donated goods and services also contribute to economic impact, since these
items involved input costs which were spent within the local area.
• According to Lynn University financial records, a total of $4,516,742 in facility and operational
expenditures were incurred as a result of hosting the final presidential debate. $2,960,213 was spent
locally in cash by Lynn University and its partners, while $1,556,529 in goods and services were
provided by donors and sponsors.
• More than two-thirds of all operations-related spending was on technology and facility expenses.
11 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
15. FACILITY AND OPERATIONAL SPENDING RELATED TO DEBATE
(spent locally: cash plus donated goods and services)
Technology Expenses $2,200,000
Facility Expenses $1,006,000
Advertising / Promotion / Printing $334,000
Catering / Food / Restaurants $190,000
Temporary Parking Lot $160,000
Hotels / Accommodations $130,000
Wages / Salaries Paid to Staff $104,000
Office Expenses $102,000
Security / Police $82,000
Tents $70,000
Waste Removal / Toilet Rentals $66,000
Equipment and Vehicle Rentals $17,000
Locally Hired Entertainment $8,000
Source: Lynn University Financial Records Total Spending: $4,516,742
12 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
16. FACILITY AND OPERATIONAL SPENDING RELATED TO
THE FINAL PRESIDENTIAL DEBATE (spent locally)
Cash Donated Total
Technology Expenses (computers, telephones, cabling, TVs) $1,124,350 $1,072,240 $2,196,590
Facility Expenses $727,032 $331,058 $1,058,090
Advertising / Promotion / Printing $308,853 $24,654 $333,507
Catering / Food / Restaurants $160,000 $29,837 $189,837
Temporary Parking Lot $160,000 $0 $160,000
Hotels / Accommodations $130,000 $0 $130,000
Wages / Salaries Paid to Staff $103,800 $0 $103,800
Office Expenses $28,000 $73,740 $101,740
Security / Police $81,778 $0 $81,778
Tents $70,000 $0 $70,000
Waste Removal / Toilet Rentals $41,100 $25,000 $66,100
Equipment and Vehicle Rentals $17,300 $0 $17,300
Locally Hired Entertainment $8,000 $0 $8,000
Total facility and operational spending $2,960,213 $1,556,529 $4,516,742
Source: Lynn University Financial Records
13 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
17. Section 3: Delegate and Media Spending
•According to accreditation and registration records, an estimated 6,874 delegates, spectators, and media
were involved in the final presidential debate. This included 563 delegates inside the Wold Performing Arts
Center, 2,250 spectators at Red, White, and View and the VIP Party, and 4,060 media (both inside and
outside the fence).
•Among these 6,874 individuals, 3,855 were estimated to be non-local. The remaining 3,019 were local
residents.
•It is estimated that the 3,855 non-locals spent $2,979,000 within the region as a result of their
involvement with the final presidential debate. The vast majority of this spending was from accredited
media and their entourage.
•More than one-third of the spending by non-locals was on food and beverage. These delegates,
spectators, and media spent an estimated $1,038,000 locally on food and beverage.
14 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
18. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA
Food and Beverage $1,038,000
Lodging $655,000
Transportation $651,000
Entertainment $377,000
Retail $258,000
Total Spending: $2,979,742
Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
and Visitors Bureau
15 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
19. ATTENDANCE AT LYNN UNIVERSITY CAMPUS
Locals Non-locals Total
DELEGATES
Democratic Party campaign 0 188 188
Republican Party campaign 0 188 188
Commission on Presidential Debates 0 94 94
Lynn University students 94 0 94
SPECTATORS
Red, White, and View attendees 1,650 350 2,000
VIP Party attendees 219 31 250
MEDIA
Accredited media (inside the fence) 910 2,590 3,500
Other media and entourage 146 414 3,500
TOTAL
Total attendance at Lynn University campus 3,019 3,855 6,874
Sources: Delegates, spectators, and accredited media were formally registered; other media and entourage estimated through online survey of 200 accredited media
16 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
20. SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA
Delegates Spectators Media Total
Food and Beverage $69,000 $36,000 $932,000 $1,038,000
Lodging $44,000 $26,000 $586,000 $655,000
Transportation $44,000 $22,000 $586,000 $651,000
Recreation and Entertainment $26,000 $5,000 $346,000 $377,000
Retail $16,000 $29,000 $213,000 $258,000
Total Spending by Non-Local Delegates, Spectators,
$198,000 $119,000 $2,662,000 $2,979,000
and Media
Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
and Visitors Bureau
17 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
21. Section 4: Ancillary Event Spending
• Two ancillary events celebrated the final presidential debate at nearby locations. Spin the Vote took
place in Delray Beach the Thursday prior to the event, while Rock the Vote in Boca Raton occurred
the same day as the debate. Event-related spending by non-local attendees, as well as operational
spending to produce these events, contributed to the overall economic impact of the final presidential
debate.
• According to event organizers, approximately 13,000 attendees visited Spin the Vote and Rock the
Vote. On-site surveys at both events estimated that 3,190 were non-local and 9,810 resided locally.
• The on-site surveys estimated that non-locals at ancillary events spent approximately $400,300 in the
region throughout their attendance. This new spending in the region contributed to the overall
economic impact.
• More than half of non-local spending attributable to the ancillary events was on food, beverage, and
lodging.
• Additionally, event organizers reported that $190,425 was spent locally to produce the events. This
figure also contributes to the overall impact of the final presidential debate.
• The on-site survey estimated that local residents spent approximately $1,710,500 on food, retail, and
other expenses while attending ancillary events. While this spending is not considered to be
economic impact, it demonstrates tremendous local support for the events.
18 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
22. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS
Food and Beverage $140,500
Lodging $71,300
Transportation $65,000
Entertainment $64,100
Retail $59,500
Total Spending: $400,300
Source: On-site survey of 300 attendees at Spin the Vote and Rock the Vote
19 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
23. ATTENDANCE AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote)
Total
(Both events)
Locals 9,810
Non-locals 3,190
Total attendance at ancillary events 13,000
Source: Attendance estimates provided by ancillary event organizers; local/non-local breakdown from on-site survey of 300 attendees attending ancillary events
20 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
24. SPENDING BY NON-LOCALS AT ANCILLARY EVENTS
(Rock the Vote & Spin the Vote)
Total
(Both events)
Food and Beverage $140,500
Lodging $71,300
Transportation $65,000
Recreation and Entertainment $64,100
Retail $59,500
Total spending by non-locals at ancillary events $400,300
Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote
21 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
25. OPERATIONAL SPENDING AT ANCILLARY EVENTS
(Rock the Vote & Spin the Vote)
Total
(Both events)
Event Production $105,800
Wages / Salaries Paid to Staff $32,000
Hotels / Accommodations $14,000
Catering / Food / Restaurants $8,150
Advertising, Promotion, Printing (spent locally) $7,500
Security / Police $7,500
Locally Hired Entertainment $4,000
Office Expenses $3,625
Facility / Venue Rent $3,500
Waste Removal / Port-o-Let Rentals $2,300
Equipment and Vehicle Rentals $1,700
Other Expenses $350
Total operational spending at ancillary events $190,425
Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote
22 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
26. SPENDING BY LOCALS AT ANCILLARY EVENTS
(does not contribute to economic impact)
Total
(Both events)
Event Production $1,386,000
Wages / Salaries Paid to Staff $290,400
Hotels / Accommodations $30,900
Catering / Food / Restaurants $3,200
Total spending by locals at ancillary events $1,710,500
Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote
23 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
27. Palm Beach County Tourism and Tax Revenues
Drawing on numbers from The Palm Beach County
Tourist Development Council, The Palm Beach Post in
mid-December 2012 reported a significant uptick in
October tourism indicators over historical numbers.
October 2011 compared to October 2012:
• bed tax dollars increased 22%
• hotel occupancy increased 10%
• average daily rate increase 7%
Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13,
2012
24 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
28. Section 5: Non-Economic Benefits
•Attendees at Red, White, and View, Rock the Vote, and Spin the Vote were asked a series of questions to
measure their support for the county’s hosting of the final presidential debate.
•Overall, 86% of those surveyed agreed that the final presidential debate had brought positive attention
to the county. Only 4% disagreed and 10% were not sure.
•Among all respondents, 89% felt that the county should host more events like the final presidential
debate. 2% disagreed and 9% were unsure.
•According to the survey, 91% of attendees were proud that Lynn University was hosting the final
presidential debate. Among those surveyed at Red, White, and View, 96% were proud that Lynn University
was hosting the debate.
25 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
29. Brought Positive Attention to County County Should Host More Events
Disagree Disagree
Agree 4% Agree 2%
86% 89% Not Sure
Not Sure
10% 9%
Proud Lynn University was Host
Disagree
Agree 1%
Not Sure
91% 8%
26 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
30. OPINIONS REGARDING DEBATE: AGREE OR DISAGREE
Red, White, All
Rock the Vote Spin the Vote
and View Respondents
agree 83% 84% 93% 86%
“The final presidential debate has brought positive attention to this disagree 5% 7% 1% 4%
county.” not sure 12% 13% 6% 10%
agree 89% 86% 91% 89%
“The county should host more events like the final presidential disagree 1% 1% 4% 2%
debate.” not sure 10% 13% 5% 9%
agree 88% 91% 96% 91%
“I am proud that Lynn University is hosting the final presidential disagree 2% 0% 1% 1%
debate.” not sure 10% 9% 3% 8%
Source: On-site survey of 500 attendees at Rock the Vote, Spin the Vote, and Red, White, and View
27 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
31. Section 6: National Awareness and Tourism Potential
• In the days immediately following the final presidential debate, a national telephone survey questioned
U.S. adults on the extent to which they watched or followed the debate and their awareness of the location
of the event.
• The national telephone survey estimated that 187.8M U.S. adults (79%) either watched the final presidential
debate or followed it in some way. Among this group, 130.7M either watched the entire debate or parts of the
debate live. The remaining 57.1M saw video clips, read about it, or heard about it afterwards.
• The survey also estimated that 99.9M U.S. adults (or 42%) were aware that the debate was held at Lynn
University or knew it took place in Boca Raton or Palm Beach County.
• Respondents who were aware of the debate location were asked to describe the extent to which watching
the debate and learning about Boca Raton and Palm Beach County made them want to visit the region for
a vacation within the next five years. Overall, 2% indicated they “absolutely” wanted to visit, while 7% said
they were “somewhat” inclined to visit.
• The 2% of U.S. adults who indicated they “absolutely” wanted to visit within five years represents 4.7M
potential tourists. If only a small fraction of this group followed through on their plans to visit Palm Beach
County, it could result in up to $350M in visitor spending over five years.•
• Caution: Tourism Legacy Effects measured in this manner are hypothetical projections and are best
viewed as an order of magnitude rather than a specific estimate. Palm Beach County estimates its average
annual tourism at 5 million visitors (spending $3.3B), and it is unlikely that a single high-profile event would
eventually draw close to the equivalent of one year’s tourism to a region. This result should be used
primarily to suggest that the legacy effect of a high-profile event can be far greater than its initial impact.
28 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
32. NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE
Percentage of U.S. Adults Number of U.S. Adults
Watched entire debate live on TV or online 33% 78.4M
Watched parts of the debate live 22% 52.3M
Did not watch but saw video clips afterwards 10% 23.8M
Read or heard about it but did not watch 14% 33.3M
Did not follow the debate at all 21% 49.9M
Total watched or followed the debate 79% 187.8M
Total did not follow the debate 21% 49.9M
29 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
33. NATIONAL AWARENESS OF DEBATE LOCATION
(aided recall)
Percentage of U.S. Adults Number of U.S. Adults
Aware debate was held at Lynn University 29% 68.9M
Aware debate was held in Boca Raton or Palm Beach County 13% 52.3M
Aware debate was held somewhere in Florida 22% 23.8M
Unaware of debate location 36% 33.3M
Total aware debate was held at Lynn University or Boca Raton / Palm Beach 42% 99.9M
County
Total unaware 58% 137.9M
Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate
30 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
34. INFLUENCE ON LIKELIHOOD TO VISIT BOCA RATON
OR PALM BEACH COUNTY WITHIN FIVE YEARS
Percentage of U.S. Adults Number of U.S. Adults
“Absolutely” want to visit Boca Raton or Palm Beach County within five years 2% 4.7M
“Somewhat” want to visit Boca Raton or Palm Beach County within five years 7% 16.6M
No more likely to want to visit Boca Raton or Palm Beach County 55% 130.7M
Unaware of debate location 36% 85.6M
Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate
ESTIMATED TOURISM IF SMALL PROPORTION OF U.S. ADULTS WHO
“ABSOLUTELY” WANTED TO VISIT BOCA RATON OR PALM BEACH
COUNTY FOLLOWED THROUGH ON PLANS
Number of U.S. Adults Estimated tourism spending
One in ten 470,000 350M
One in fifty 94,000 70M
One in one hundred 47,000 35M
Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip
31 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
35. ESTIMATED SPENDING OF 470,000 VISITORS TO PALM BEACH COUNTY
(over five years)
Food and Beverage $123,100,000
Lodging $77,400,000
Transportation $77,400,000
Entertainment $45,700,000
Retail $28,200,000
Total Estimated Spending: $350M (over five years)
Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip
32 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
37. There are debates...
and then there are THE DEBATES.
34 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
38. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination
Viewership Locations Candidates
Several locations played host to pre-convention / In 2011 and 2012, there were numerous
Pre-convention debates associated with
primary debates in 2011 and 2012 including: debates among candidates seeking the
challenger party candidate nomination
(sometimes called primary debates) are Republican Party U.S. Presidential
often carried on a single major television
•Greenville, SC - Peace Center Nomination. Although candidate participation
network and generally feature multiple
•Goffstown, NH - Saint Anselm College and criteria for inclusion varied from debate
candidates. These debates have
•Ames, IA - Iowa State University to debate, candidates across pre-convention
substantially lower viewership than
•Simi Valley, CA - Reagan Presidential Library Republican debates included:
the four general election presidential
•Tampa, FL - Florida State Fair Grounds
debates hosted by the CPD, which feature
•Orlando, FL - Orange County Convention Center •Michele Bachmann
the leading candidates for president as
•Hanover, NH - Dartmouth College •Herman Cain
determined by the pre-published CPD
•Las Vegas, NV - Sands Expo & Convention Center •Newt Gingrich
selection criteria. CPD debates air on
•Rochester, MI - Oakland University •Jon Huntsman
most major networks simultaneously.
•Spartanburg, SC - Wofford College •Gary Johnson
•Washington, DC - DAR Constitution Hall •Ron Paul
•Des Moines, IA - Drake University
Sponsors •Sioux City, IA - Sioux City Convention Center
•Tim Pawlenty
•Rick Perry
Sponsor organizations for pre-convention / •Goffstown, NH - Saint Anselm College •Mitt Romney
primary debates in 2011 and 2012 included •Concord, NH - Capitol Center for the Arts •Rick Santorum
a combination of major television •Myrtle Beach, SC - Myrtle Beach Convention Center
networks, local television stations, state- •North Charleston, SC - North Charleston Coliseum
level Republican parties, newspapers, •Tampa, FL - University of South Florida
colleges and universities, presidential •Jacksonville, FL - University of North Florida
libraries, Google, Facebook, think tanks, •Mesa, AZ - Mesa, Arizona Arts Center
etc...
35 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
39. Debates Among Candidates for the
2012 Republican Party U.S.
Presidential Nomination - Timeline
36 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
40. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination
The primary debate with
the largest percentage of
all people (ages 2 and
above) as measured by
Nielsen that viewed the
event only earned
2.63% of all viewers.
This is the equivalent of
7,631,000
individuals.
Source: Nielsen
37 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
41. Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination
% of all People (ages 2 and above) that viewed the event
5/5/2011 Greenville, SC - Peace Center 1.11
6/13/2011 Goffstown, NH - Saint Anselm College 1.07
8/11/2011 Ames, IA - Iowa State University 1.72
Primary Debate Dates & Locations
9/7/2011 Simi Valley, CA - Reagan Presidential Library 1.87
9/12/2011 Tampa, FL - Florida State Fair Grounds 1.25
9/22/2011 Orlando, FL - Orange County Convention Center 2.1
10/11/2011 Hanover, NH - Dartmouth College 2.12
10/18/2011 Las Vegas, NV - Sands Expo & Convention Center 1.9
11/09/2011 Rochester, MI - Oakland University 0.7
11/12/2011 Spartanburg, SC - Wofford College 1.89
11/22/2011 Washington, DC - DAR Constitution Hall 1.24
12/10/2011 Des Moines, IA - Drake University 2.63
12/15/2011 Sioux City, IA - Sioux City Convention Center 2.32
01/07/2012 Goffstown, NH - Saint Anselm College 2.16
01/08/2012 Concord, NH - Capitol Center for the Arts 0.19
01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center 1.89
01/19/2012 North Charleston, SC - North Charleston Coliseum 1.73
01/23/2012 Tampa, FL - University of South Florida 0.17
01/26/2012 Jacksonville, FL - University of North Florida 1.85
02/22/2012 Mesa, AZ Mesa, Arizona Arts Center 1.63
0 0.5 1.0 1.5 2.0 2.5 3.0
Source: Nielsen
38 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
42. MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Timeline
Viewership
Viewership increases sharply for the major
political conventions and four general
election presidential debates hosted by the
CPD. These events are easily the most
watched and consequential events in any
four-year election cycle.
39 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
43. 1
MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Locations
1 RNC Convention
August 27 - 30, 2012
Tampa, FL
2 DNC Convention
September 4 - 6, 2012
5 Charlotte, NC
3 First Presidential Debate
3 4 October 3, 2012
University of Denver - Denver, CO
2 4 Vice Presidential Debate
October 11, 2012
Centre College - Danville, KY
1 5 Second16, 2012
October
Presidential Debate
6 Hofstra University - Hempstead, NY
6 Third Presidential Debate
October 22, 2012
Lynn University - Boca Raton, FL
40 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
44. 2012 Republican National Convention
Day 3 Viewership by Network
RNC Convention
Total 30,469,410
Source: Nielsen
Note: Day 3 of the RNC combined network viewership numbers represent the highest viewership totals.
41 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
45. 2012 Democratic National Convention
Day 3 Viewership by Network
DNC Convention
Total 35,715,807
Source: Nielsen
Note: Day 3 of the DNC combined network viewership numbers represent the highest viewership totals.
42 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
46. First Presidential Debate
October 3, 2012 - University of Denver - Denver, CO
Viewership by Network
First Presidential Debate
Total 67,186,816
Source: Nielsen
43 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
47. Vice Presidential Debate
October 11, 2012 - Centre College - Danville, KY
Viewership by Network
Vice Presidential Debate
Total 51,418,509
Source: Nielsen
44 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
48. Second Presidential Debate
October 16, 2012 - Hofstra University - Hempstead, NY
Viewership by Network
Second Presidential Debate
Total 65,635,062
Source: Nielsen
45 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
49. Third Presidential Debate
October 12, 2012 - Lynn University - Boca Raton, FL
Viewership by Network
Third Presidential Debate
Total 59,234,946
Source: Nielsen
46 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
50. Top 24 Telecasts of 2012
THE DEBATES only trail Super
Bowl-related programming in
terms of viewership.
presidential debates
vice presidential debate
Source: Nielsen
Note: Nielsen was asked to pull this list in the first week of December 2012. Any telecasts after that time are not included.
47 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
51. Pew Research Center for the People & the Press Survey
In a report issued on November 15, 2012, The Pew Research Center
for the People & the Press relayed survey results that showed the
2012 presidential campaign was a frustrating experience for many
voters... with one exception:
The presidential debates, in particular, stand out as positive – about
two-thirds (66%) say they were helpful in learning about the
candidates. Republican voters are about as likely as Democratic
voters to say they learned enough about the candidates to make an
informed choice and to have found the debates helpful.
Source: The Pew Research Center for the People & the Press
48 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
52. Additional Information on the Viewership of the Third Presidential Debate of 2012
The third presidential debate garnered
approximately 59.2 million viewers, a
slightly more modest showing than the
first and second debate. It is possible that
debate viewership on October 22 was
influenced by the overlapping broadcast of
Monday Night Football (Chicago Bears vs.
Detroit Lions) and the National League
Championship Series game (St. Louis
Cardinals vs. San Francisco Giants).
After the third presidential debate, Fox News issued a
release stating that their viewership estimates of 11.5
million viewers represented their largest viewership
ever for any broadcast. According to the release, the
previous Fox News viewership record of 11.1 million was
associated with the 2008 vice presidential debate between
Joe Biden and Sarah Palin.
49 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
53. The Third Presidential Debate of 2012 Compared to Other National Multi-Network Broadcasts
The third presidential debate of
2012 viewership (59.2 million)
topped multi-network totals for
State of the Union addresses and
addresses to joint sessions of
Congress (2009-2011).
The third presidential debate of 2012 also edged multi-network totals for the special broadcast of President
Obama’s May 2, 2011 Address to the Nation on the Death of Osama bin Laden, which garnered 56,512,179
million viewers.
Source: Nielsen
50 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
54. Earned Media
Lynn University
• $63,724,378 in ad value
• 503 million+ news circulation
• 33,000+ news stories
Boca Raton
• $50,470,622 in ad value
• 348 million+ news circulation
Palm Beach County
• $2,450,425 in ad value
• 28 million+ news circulation
Source: Vocus
51 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
56. Web Metrics
Lynn Homepage
On October 22, 2012, the Lynn
homepage, lynn.edu, saw a 454%
increase in page views.
Lynn Debate Website
Lynn’s debate website,
debate2012.lynn.edu, was launched
on February 1, 2012. The site had
153,265 visits and saw 297,897
page views between launch and
October 26, 2012.
Source: Lynn University Office of Marketing & Communication
53 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
57. Social Media Metrics
1 hour of edited
On October 26, 2012, footage & 49 videos
Lynn University issued a
release that revealed
ing are
and s ocial network early social media 4 Hangouts
Social media infancy. Since
the
numbers related to the
heir
no longer in t edia
f th e first social m cial third presidential debate.
emergence o go, so 132 check-ins at
e two years a and offer Here is a quick recap of
networks som ued to evolve volunteer headquarters
ntin where metrics stood just
media has co e world new
and
und th days after the debate:
consumers aro o engage with the 2000
ays t
meaningful w d bran ds that matte l
r to photos
peo ple, events, an r, social media is stil
rs late
th em. Now yea me an 1,393 #lynndebate
ly and has beco day,
growing rapid ur daily lives.To photos
of o
integral par t global
king is truly a
social networ Impressions spiked from
.
phenomenon 86,579 to 934,258
2012
Social Media Report lsen
The State of Nie
146 posts
Source: Lynn University Office of Marketing & Communication
54 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
58. Source: @gov - Twitter Government
55 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
59. Comparison
#Inauguration earned
1.1 million Tweets during
President Obama’s
second Inauguration
Ceremony on January
21, 2013 - Martin Luther
King, Jr. Holiday.
56 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
61. Internal Benefits
There is no larger civics education opportunity a higher education institution can take on than hosting a
presidential debate. Associated benefits internal to the host campus can be arrayed across four categories: (1)
Academics, (2) Student Life, (3) Faculty/Staff, and (4) Capital Improvements. Below are some of the associated
benefits internal to Lynn University.
Academics
•Debate-Specific Undergraduate Courses
•Library Political Memorabilia Exhibit
•Participation in General Election Cycle-Related Events - Lynn students attended RNC, DNC, & Inauguration
•Several Students Attended the Debate Itself
Student Life
•Campus Events and Programming Participation - watch parties, panel discussions, naturalization ceremony,
Red, White, and View on-campus viewing, etc...
•Volunteer Opportunities
•Internship Opportunities
•Student Stand-Ins - Three students were asked to serve as stand-ins for the candidates and moderator
Faculty / Staff
•Organizational Leadership Opportunities
•Volunteer Opportunities
•Collaboration Opportunities
•Campus Events and Programming Participation
58 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
62. Internal Benefits Continued
Capitol Improvements
•Front Entrance
•Back Entrance
•Parking Expansion and Land Clearing
•Technology - Network, computer, telephone, cabling, fiber, etc...
59 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
63. External Benefits
Associated benefits external to the host campus can be arrayed across three categories: (1) Elevated Institutional
Visibility and Brand Awareness, (2) Partnerships, and (3) Relationship Stewardship and Expansion. Below are some
of the associated benefits external to Lynn University.
Elevated Institutional Visibility and Brand Awareness
•National Recognition Among Peer Institutions
•Highlight Institutional President and Senior Leadership
•Highlight Faculty Thought Leaders and Experts
•Highlight Students
•Connect with Local Press
•Connect with Statewide Press
•Connect with National Press
Partnerships
•Education
•Local Business Community
•Corporate
•Cultural Arts
•Governmental
•Law Enforcement
•Community
60 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits
64. External Benefits Continued
Relationship Stewardship and Expansion
•Community
•Friends
•Donors
•Alumni
61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits