Townsville 400: July 2010 Race and Festival Analysis

During July 2010 the School of Business, James Cook University, Townsville, undertook research at the Townsville 400 V8 Supercar race. The aim of the research was to investigate the economic impact, customer value and service quality issues associated with Townsville 400, supporting calendar of events and Townsville as a major sports event hosting city. This report presents the findings of the research conducted at the 2010 Townsville 400 event. Overall, a $21.9 million net economic benefit was generated to the Townsville region, 152,074 spectators attended the 2010 event, down from 16900 in 2009; a shift from motel/hotel accommodation to family and friends and apartments; a softening in intention to return in 2011; nine key satisfaction indicators were identified; six spectator groups were identified, each requiring specific satisfiers; and significant opportunities remain to improve visitor service experiences in Townsville.

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