New Partnership: Trendwise

News : 6 November 2017
Image: Swan Festival of Lights 2017 Photo by Monica Defendi

We are excited to announce a new partnership that’s taking our understanding of the way visitors interact with physical locations to the next level.

Trendwise provide internet style analytics to seamlessly track visitor behaviour in the offline world. Using sensors or public Wi-Fi, Trendwise collect anonymous data emitted from electronic devices to analyse pedestrian activity and deliver sector-specific insights.

When combined with Culture Counts assessment, the ability to passively monitor visitor behaviour is incredibly powerful. The two data sources can be used together to draw deep insights into how visitors are impacted by their experience.

Together Culture Counts and Trendwise provided data and insights to The City of Perth for the Swan Festival of Lights 2017. Running from 13-15 October, the festival celebrated Deepavali with vegetarian food and drink, dance, music, workshops, arts and crafts. Visitation statistics were also captured in the weeks prior and following, in order to isolate the specific impact of the event.

Key insights identified were:
• Peak day: Saturday
• Peak time: 7pm
• Average dwell time: 43 mins
• Average engaged dwell time (visits over 15 minutes): 76 mins
• Repeat visitors (visited on all 3 days): 289
• Cross-event visitors: 139 also attended City of Perth event Targa West

Culture Counts also surveyed 316 visitors, collecting data on spending associated with the festival and the social and cultural outcomes generated. Combining expenditure data from surveys with visitor numbers from sensors showed the strong economic impact of the festival, along with very positive results for:

• Belonging It helped me feel part of a community
• Diversity It engaged people from different backgrounds
• Cultural Contribution It provides an important addition to the cultural life of the area
• Participation It encouraged me to participate in community activities

Valuing Culture

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