From the University of Minnesota

1. © 2021 Regents of the University of Minnesota. All rights reserved.
© 2021 Regents of the University of Minnesota. All rights reserved.
Public Value of Public Programs
A workshop for MACVB Annual Conference
DeeDee LeMier
Community Economics & Tourism Development
John Bennett
Community Economics
June 2, 2021
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2. © 2021 Regents of the University of Minnesota. All rights reserved.
Empowers, prepares and supports the tourism industry and
communities engaging in tourism for success and sustainability
tourism.umn.edu

3. © 2021 Regents of the University of Minnesota. All rights reserved.
© 2020 Regents of the University of Minnesota. All rights reserved.
WHAT WE DO
Education
and
training
Applied
research
Engagement
and
Outreach
Support
undergraduate
& graduate
students

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Goals for our time today:
1. Introduce Public Value concept
1. Walk through process to understand key points to make
the case for your work
1. Leave you with new tools and insight for communicating
with local audiences

6. © 2021 Regents of the University of Minnesota. All rights reserved.
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The Public Value Approach
In the public and nonprofit sectors, we
understand the value of our programs to
participants.
But “public value” is the value of a program
to those who do not directly benefit from
the program.

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Why consider public value?
1. Convey public value to policy makers
1. Understand value beyond financial impact
1. Strengthen understanding of mission and outcomes

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Example public value message
By supporting the Holiday Madness program,
community residents volunteer,
which leads to increased connections,
which benefits other community members by
helping Pine City be a vibrant community.

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Demonstrating Your Program’s Public Value
Program
participants…
have been shown to change their behavior
in specific ways…
that have been shown to lead to
specific outcomes…
that directly benefit the
participants.
that generate public
value.

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Demonstrating Your Program’s Public Value
Trail system users
have been shown to change their behavior
in specific ways…
that have been shown to lead to
specific outcomes…
that directly benefit the
participants.
that generate public
benefit.

12. © 2021 Regents of the University of Minnesota. All rights reserved.
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Demonstrating Your Program’s Public Value
Trail system users
have been shown to change their behavior
in specific ways…
that have been shown to lead to
specific outcomes…
that directly benefit the
participants.
that generate public cost.

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Private v. Public Benefits of Your Program
Private benefits accrue to program participants.
Public benefits accrue to the rest of us.
➔It is possible to exclude non-payers from participating
in most outreach programs—and enjoying the private
benefits—but it is not possible to exclude non-payers
from receiving the public benefits of those programs

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Title here
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Source
of market
failure
Consumer or
business
response
Market
outcome
Public or
nonprofit
sector solution
Public
benefits
Failure to fully
consider the
benefits to
others
Too little of
the activity
Encourage the
activity
Public
costs
Failure to fully
consider the
costs to others
Too much of
the activity
Discourage the
activity

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Demonstrating Your Program’s Public Value
Program
participants…
have been shown to change their behavior
in specific ways…
that have been shown to lead to
specific outcomes…
that directly benefit the
participants.
that generate public
value.

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Demonstrating Your Program’s Public Value
Holiday shopping
festival attendees
Visit downtown during event to attend
parade and extended business hours.
See downtown as a place to spend
time and money with family & friends.
Positive attachment to
community
Increased vibrancy of downtown for
visitors & residents

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Demonstrating Your Program’s Public Value
Overnight guests @
local lodging
Spending time in your community, versus
staying in another community.
Increase likelihood of dining, shopping,
etc. in town.
Meets individual needs of
guest
Direct spending creates
ripple effect of local $

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Demonstrating Your Program’s Public Value
▪ Choose a program to work on.
▪ Choose a stakeholder.
▪ Worksheet:
– Identify some changes program participants make.
– Identify some outcomes that result from those changes.
– How do those outcomes benefit the participants?
– How do those outcomes benefit others (create public
value)?
▪ Which public benefit will be most important to this
stakeholder?

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Demonstrating Your Program’s Public Value
Participants
Changes
Outcome
Private benefits Public value

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A Public Value Message:
When you support _______________________________program,
➔participants will ______________________________________,
(changes)
➔which leads to _______________________________________,
(outcomes)
➔which will benefit other community members by ____________
__________________________________________________.
(public value)

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Recap of our time today:
1. Introduce Public Value concept
1. Walk through process to understand key points to make
the case for your work
1. Leave you with new tools and insight for communicating
with local audiences
a. Download Worksheet 1: https://z.umn.edu/MACVB2021PVPP1
b. Download Worksheet 2: https://z.umn.edu/MACVB2021PVPP2

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UMN Extension Resources
1. Visitor Profile
2. Economic Impact Analysis
3. Tourism Assessment Program
4. Business Transition and Succession Resources
5. Facilitated public value training
6. Mobile data insights

23. © 2021 Regents of the University of Minnesota. All rights reserved.
© 2021 Regents of the University of Minnesota. All rights reserved.
The University of Minnesota is an equal opportunity educator and employer. This document is available in alternative formats upon request. Direct requests to 612-624-2116.
Let’s stay in touch!
DeeDee LeMier dlemier@umn.edu
John Bennett jbennett@umn.edu
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