Summer “Pride” event in Playa de las Américas proved its worth
The ARN Culture and Business Pride event recently held in Playa de las Americas not only served to raise awareness but was a big money-spinner as well.
Arona council says an audit carried out by the consulting firm Deloitte to measure the impact of the event reveals it contributed two million euros to the Canaries GDP, maintained 61 jobs, genera-ted revenues to the Public Administrations of 150,000 euros and had an advertising impact with a profitability of 150%.
The talks and conferences had a participation of 750 people, while the concert that closed the conference was attended by more than 5,000.
Of the economic benefit of 1.66 million euros, 97 per cent stayed with Arona and Tenerife companies.
The ARN Culture & Business Pride, which celebrated its first edition this year in Playa de las Américas from July 5 to 11, is a festival that seeks to highlight the value of the contributions of the LGTBIQ community to society as a whole. The emphasis is on science, business, culture, activism and art without forgetting the fun aspect.
“All this is framed in the new tourism strategy marked by the new government group, which seeks to rejuvenate the destination by attracting Arona to a visitor profile with a higher purchasing power, without neglecting the traditional segments,” said a council spokesman.
All of the attendees gave a positive average mark to each one of the milestones of the festival. Out of a total of five points, the “networking brunches” were the best rated, with a score of 4.7, followed by “beach conferences” with a 4.5; the delivery of the Alan Turing awards, with a 4.3; the ARN Music Festival, with a 4.2 and ARN Leisure, with a 4.1.
One of the most outstanding results of ARN Culture & Business Pride was its impact on media and social networks, in which both the event itself and the destination itself became known.
The appearances in the media, both traditional and online, exceeded 150, reaching almost 48,000 impacts, all with an economic value of 491,000 euros.
The mayor of Arona, José Julián Mena, explained that, with events of this type “we are working and getting ahead of the tourist situation. We want to make the muni-cipality a competitive destination which prepares for the future.”
Tourism councillor, David Perez said: “The ARN Culture & Business Pride not only has a defensive side of those values in which we believe, but another, very important, economic one, whose excellent results are reflected in this report.”