The economic-impact evaluation of cultural events: the case of the Umbria Jazz Festival

The aim of the study is to propose a "quick-response" model for analysing the impact of small and medium events in urban contexts, capable of timeliness, with low budget and able to describe the nature and the intensity of the impact. In order to achieve this goal, a model based on four groups of indicators is proposed. They are referred to: the economic impact for territorial stakeholders, the visibility in the web, the economic balance and the positioning in the city event portfolio. The model has been tested on the Umbria Jazz Festival demonstrating its financial and organizational sustainability, as well as maintaining the quality and accuracy of the information collected.